Topic: Business Academic Skills

Digital marketing presents opportunities and challenges to organizations

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Table of Contents
1.0 Introduction    5
1.1 Overview of the task    5
1.2 Report purpose and structure    5
2.0 Digital marketing approach    5
2.1. Building dynamic websites    6
2.2. Offering social technologies    6
2.3. Using mobile tools    6
2.4. Driving online traffic    6
2.5. Systems of measurement    7
3.0 Digital marketing advantages and challenges    7
3.1. Opportunities for organizations to use digital marketing    7
3.1.1. Measuring statistics    7
3.1.2. Cost effective    7
3.2. Challenges to organizations in using digital marketing    7
3.2.1. Technical skills    8
3.2.2. Conversion of leads to sales    8
4.0 Digital marketing implementation solutions    8
4.1. Reputation management    8
4.2. Social proofing    9
4.3 Attracting and maintaining qualified employees    9
5.0 Recommendation    9
5.1. Justification    10
References    11
Executive Summary
This report aims at exploring concepts associated with digital marketing. This includes the opportunities and challenges

related to use of digital marketing in organizations. Social tools are helpful elements and thus, they should be applied

effectively for the advantage of an organization.
From the research, it is clear that the five element formula (Building dynamic websites, offering social technologies, using

mobile tools, driving online traffic, and systems of measurement) for digital marketing is quite significant and should be

adhered to. Organizations should always strive at maximizing on the opportunities presented by digital marketing while

dealing with the challenges in an effective manner.
There are various reasons why digital marketing should be adopted in organizations. However, the main one is that it allows

for business continuity by building connectivity and trust among clients. It is also cost effective and the final result is

that it enhances a company’s sales and profits through enhancing efficiency, effectiveness and economy.

Digital marketing presents opportunities and challenges to organizations
1.0 Introduction
1.1 Overview of the task
Digital marketing can be defined as the use devices and appliances that are connected through the internet. The main aim is

usually to involve customers in online advertising in an effort to promote goods and services (Ruuska & Vartiainen, 2005).

This piece of work examines the concept of digital marketing. Much emphasis will however be on the manner in which digital

marketing present opportunities and challenges to organizations.
1.2 Report purpose and structure
The purpose of this report is to gain an insight into the concept of digital marketing; what it entails and its benefits and

challenges to organizations. The report structure will entail a title page, table of contents, executive summary,

introduction, digital marketing approach, digital marketing advantages and challenges, digital marketing implementation

solutions, recommendation and references.
2.0 Digital marketing approach
The five element formula which is associated with digital marketing is an extremely crucial element. It helps in

understanding various concepts of digital marketing. The formula involves;
2.1. Building dynamic websites
Websites are crucial in offering access to organizations’ information as well as doing business. For this reason, they ought

to be effective and offer customers and other people a reason to visit them. They should be informative and easy to navigate

(Klososky, 2012).
2.2. Offering social technologies
Social technologies have proved to be essential for communication and information sharing. They include tools such as

Facebook and Twitter, which in one way or the other allow for conversations that reinforce relationships with customers and

thus, build trust with prospects as a way of sharing important information (Klososky, 2012).
2.3. Using mobile tools
Organizations should embrace the use of mobile devices. Mobile tools such as cell phones allow businesses to connect with

customers irrespective of their location and time of the day. This enhances business operations by allowing for efficiency

and effectiveness (Klososky, 2012).
2.4. Driving online traffic
Online traffic is an essential element but it necessitates effective control to allow for success. Large volume of traffic in

a relationship net should be maintained. This could be made possible through search engine optimization among other ways

(Klososky, 2012).
2.5. Systems of measurement
Program measurement allow for success by ascertaining the success or failure level and thus making appropriate adjustments.

When the above discussed elements are integrated, they ought to be monitored and necessary amendments made (Klososky, 2012).
3.0 Digital marketing advantages and challenges
3.1. Opportunities for organizations to use digital marketing
Digital marketing presents various opportunities to organizations.
3.1.1. Measuring statistics
Digital marketing helps organizations to keep track of events in an easy and inexpensive way. This is done through the use of

various applications such as pay per action and pay per click. This helps organizations to establish the messages and

offerings that are appropriate for the audience (Mayar & Ramsey, 2011).
3.1.2. Cost effective
Digital marketing is relatively inexpensive especially because the audience reached is large. It also allows clients to

research and make purchases for goods and services in a convenient manner. Marketing results are easily achieved (Barwise &

Farley, 2005).
3.2. Challenges to organizations in using digital marketing
Apart from opportunities, there are also some challenges related to digital marketing.
3.2.1. Technical skills
Digital marketing requires that employees be equipped with relevant technical skills and knowledge. This includes use of

different software. This will therefore mean that a company will have to search for employees with the skills, an aspect that

is expensive. Some training could also be required, which is also costly and time consuming.
3.2.2. Conversion of leads to sales
Organizations face a problem of monitoring the number of hits or visits that translate to sales. This therefore means that a

company is forced to include information that persuades customers to make purchases. Large amount of money is also used in

advertising to capture as many people as possible and gain their trust and customer satisfaction. An organization may thus

spend a lot and fail to reach the targeted sales. This translates to a loss (Martin, Joel, Mika & Marko, 2003).
4.0 Digital marketing implementation solutions
The following are some of the ways through which organizations can learn to use digital marketing for their advantage.
4.1. Reputation management
Digital marketing can help in managing a company’s reputation. This is through business to customer marketing and other

social tools. Having a direct contact with clients is beneficial and makes it easy to solve any differences or problems that

may arise. A bad rumor about an organization could for example be cleared by providing real facts through the internet (Wind

& Mahajan, 2001).
4.2. Social proofing
Social proofing is crucial as it enhances an organization’s position by acting as a tool for online marketing strategy.

Digital marketing, through social media, allow organizations to gain social proofing which in turn facilitate the

accomplishment of business objectives. This leads to success in business operations.
4.3 Attracting and maintaining qualified employees
Employees are an asset in an organization. Digital marketing allows for the expression of the human and real side of an

organization to people around the world. When a company communicates its positive aspects, there is a high likelihood to

attract qualified employees who would like to be associated with the company (Wang, Tang & Tang, 2001).
5.0 Recommendation
From the above discussion, it is evident that digital marketing is associated with both positive as well as negative

attributes with regard to facilitating business operations. However, the positive attributes tend to surpass the negative

ones and thus, there are enough reasons why organizations should embrace the concept of digital marketing. The main reason

why organizations should adopt digital marketing is because it is efficient and cost effective.
5.1. Justification
Digital marketing has a lot of benefits. Through social technologies that are an element of digital marketing, it is possible

to maintain an ongoing relationship and conversation with an organization’s constituents. Digital marketing allows for

building of trust and loyalty among clients, an aspect that is crucial for business continuity and sustainability. The

application effective digital marketing campaign to an organization’s practices and market is a practice that is able to

enhance sales and profitability. This will allow for a large pool of clients as a result of connectivity and networking. It

is also cost effective (Ryan & Jones, 2008).

References
Barwise, P. & Farley, U. J., 2005. The state of interactive marketing in seven countries: Interactive marketing comes of age.

Marketing Vol. 19(3)67€“80.
Klososky, S., 2012, Social technology: the next frontier. Financial Executive Vol. 28 (4) 40-45.
Martin, B. A. S., Joel, V. D., Mika, R., & Marko, M., 2003. E-mail Marketing: Exploratory Insights from Finland. Journal of

Advertising Research Vol. 43 (3), 293-300.
Mayar, V. & Ramsey, G., 2011. Digital Impact: The Two Secrets to Online Marketing Success. New Jersey: John Wiley & Sons.
Ryan, D. & Jones, C., 2008. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation.

London: Kogan Page.
Ruuska, I. & Vartiainen, M., 2005. Characteristics of knowledge sharing communities in project organizations. International

Journal of Project Management Vol. 23(5) 374€“379.
Wang, Y., Tang, T. & Tang, J., 2001. An Instrument For Measuring Customer Satisfaction Toward Web Sites That Market Digital

Products And Services. Journal of Electronic Commerce Research Vol. 2 (3) 89- 102.
Wind, J. & Mahajan, V., 2001. Digital Marketing: Global Strategies from the World’s Leading Experts. New York: John Wiley &

Sons.

 

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