Nowadays, digital marketing has become an intrinsic part of everyone's life. From personal to professional use, digital marketing is a playground where people can keep their lives updated and network with potential customers who will help their business grow. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay India is the second largest country with over 462 million internet users. With a mass Internet, the population offers entrepreneurs the opportunity to network with potential customers. This is one of the major reasons why digital marketing has emerged as one of the most sought after professions not only in India but also globally. Customers often research online and then purchase in stores and also browse stores and then look for other options online. Online customer product research is especially popular for higher-priced items and consumer goods such as groceries and cosmetics. Consumers are increasingly using the Internet to search for product information, compare prices and search for offers and promotions. Objectives Objective 1: Know the changes made in the modern marketing system. Objective 2: Understand the new technology how it created the product marketing speed market? Objective 3: facilitate the comparison between offline marketing and online marketing. Objective 4: know the current market situation. To achieve the above objectives, an attempt has been made to study the importance of digital marketing in business. For the research work, statistical data was collected from secondary sources such as published and unpublished data collected from different organizations, agencies and websites. Reputed journals were also used to collect relevant information. The development of digital marketing since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly integrated into marketing plans and everyday life, and as people use digital devices instead of visiting physical stores, digital marketing campaigns are becoming more widespread and efficient. Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, marketing campaigns, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, direct email marketing, display advertising, e-books and optical discs and games are becoming more common in our advanced technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as cell phones (SMS and MMS), callback and cell phone ringtones on hold. Digital marketing is the marketing of products or services using digital technologies, primarily on the Internet market, but also includes mobile phones, display advertising and any other digital medium. Digital marketing, the promotion of products or brands via one or more forms of electronic media, differs from traditional marketing in that it uses channels and methods that allow an organization to analyze marketing campaigns and understand what works and what doesn't, in kind in real time. Digital marketers track things like what is viewed, how often and for how long, sales conversions, what content works and doesn't work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include thewireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc. Digital media is so pervasive that consumers have access to information whenever and wherever they want. Gone are the days when the messages people received about your products or services came from you and consisted only of what you wanted them to know. Digital media is an ever-increasing source of entertainment, news, shopping and social interaction, and consumers are now exposed not only to what your company says about your brand, but also what the media, friends, relatives say , colleagues, etc. And they're more likely to believe it than you are. People want brands they can trust, companies that know them, personalized and relevant communications, and offers tailored to their needs and preferences. Three Keys to Digital Marketing Success: What does it take to do digital marketing well? Here are three keys to digital marketing success: Manage complex customer relationships across a variety of channels, both digital and traditional. Respond and initiate dynamic interactions with customers. Extract value from big data to make better decisions, faster. History: The term digital marketing was first coined in the 1990s. In 2000, a survey conducted in the United Kingdom found that the majority of retailers had not registered their domain address. Digital marketing became more sophisticated in the 2000s and 2010s, when the proliferation of devices capable of accessing digital media led to sudden growth. [Statistics produced in 2012 and 2013 showed that digital marketing was still growing. Digital marketing is also called "online marketing", "Internet marketing" or "web marketing". The term digital marketing has become increasingly popular over time. In the United States online marketing is still a popular term. In Italy digital marketing is called web marketing. Digital marketing around the world has become the most common term, especially after 2013. Digital media growth has been estimated at 4.5 trillion online ads served annually with digital media spending growing by 48% in 2010. A growing portion of advertising comes from companies using online behavioral methods. Advertising (OBA) to personalize advertising for Internet users, but OBA raises concerns about consumer privacy and data protection. One of the main changes that occurred in traditional marketing was "the emergence of digital marketing" (Patrutiu Baltes, Loredana, 2015), this led to the reinvention of marketing strategies to adapt to this great change in traditional marketing (Patrutiu Baltes, Loredana , 2015). Since digital marketing depends on ever-evolving and rapidly changing technology, the same characteristics should be expected from digital marketing developments and strategies. This part is an attempt to qualify or separate noteworthy highlights that exist and are in use at the time of writing this article.1. Segmentation: Greater focus has been placed on segmentation within digital marketing, in order to target specific markets in both business-to-business and business-to-consumer sectors.2. Influencer marketing: Important nodes within related communities, known as influencers, are identified. This is becoming an important concept in digital targeting. It is possible to reach influencers through paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated scam software (managementof social customer relationships), such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on influencer engagement strategies. To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without the content being actively sought by recipients. Online behavioral advertising is the practice of collecting information about a user's online activity over time, "across a particular device and across several unrelated websites, in order to deliver advertisements tailored to a user's interests and preferences." that user. Collaborative environment: A collaborative environment can be set up between the organization, the technology service provider and the digital agencies to optimize engagement, resource sharing, reusability and communications customersto help them better understand how to service them. This data source is called User Generated Content. Much of this is captured through company websites where the organization invites people to share ideas that are then evaluated by other users. of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can enhance the organization's relationship with its customers, as well as generate ideas that would otherwise be overlooked. . UGC is low-cost advertising as it comes directly from consumers and can save advertising costs for the organization. Data-driven advertising: Users generate a lot of data at every step they take in the customer journey, and brands can now use that data to activate their known audiences with data-driven programmatic media buying. Without exposing customer privacy, user data can be collected from digital channels (for example: when the customer visits a website, reads an email, or launches and interacts with the brand's mobile app), brands They can also collect data from real-world customer interactions, such as visits to physical stores, and from CRM and sales engine datasets. Also known as people-based marketing or addressable media, data-driven advertising allows brands to find loyal customers among their audiences and deliver much more personal communication in real time, highly relevant to each customer's moment and actions. An important consideration today when deciding on a strategy is that digital tools have democratized the promotional landscape. Remarketing: Remarketing plays an important role in digital marketing. This tactic allows marketers to place targeted ads in front of a defined category of interests or audience, generally called web searchers, have searched for particular products or services, or have visited a website for some purpose. Game Advertisements: Game ads are advertisements that exist within a computer or video game. One of the most common examples of in-game advertising are the billboards that appear in sports games. In-game ads might also appear as branded products such as weapons, cars, or clothing that exist as status symbols of the games. The new digital age has allowed brands to selectively target their customers who may be potentially interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of who they want theirtarget post is seen. Additionally, based on a customer's recent search history, you can "follow" them across the Internet to see advertisements for similar brands, products and services. This allows companies to target the specific customers they know and believe will benefit most from their product. or service, something that had limited capabilities until the digital age. A strategy linked to the effectiveness of digital marketing is content marketing. Content marketing can be briefly described as “delivering the content your audience is looking for in the places they are looking for it.” It turns out that content marketing is very present in digital marketing and gets a lot of success when content marketing is involved. This is due to content marketing making your brand more relevant to target consumers, as well as more visible to the target consumer. Marketers also find email to be an effective strategy when it comes to digital marketing as it is another way to build a long-term business. relationship with the consumer. Listed below are some aspects that need to be considered to have an effective digital media campaign and aspects that help create an effective email system. Interesting post headlines differentiate one advertisement from another. This separates the advertisements from the clutter. Differentiation is a factor that can ensure the success of an advertisement in digital marketing because consumers are attracted to it and are more likely to view the message.advertising.Establishment of customer exclusivity: a list of customers and customer details must be stored in a database for follow-up and selected customers can be sent selected offers and promotions related to the customer's previous buyer behavior. This is effective in digital marketing as it allows organizations to build loyalty through email. Low technical requirements: To take full advantage of digital marketing it is useful for your advertising campaigns to have low technical requirements. This prevents some consumers from not being able to understand or view the advertising campaign. Rewards: Profitable offers will always help you make your digital campaign a success. Give a reward at the end of the campaign. This would definitely invite more engagement and word of mouth advertising. Digital marketing activity is still growing worldwide according to the Global Marketing Index. Digital media continues to grow rapidly; while marketing budgets are expanding, traditional media is declining (World Economics, 2015). Digital media helps brands reach consumers to interact with their product or service in a personalized way. Five areas, described as often ineffective current industry practices, include click prioritization, balancing search and display, mobile understanding, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).[37] Why these practices are ineffective and some ways to make these aspects effective are discussed in the following points. Digital marketing is facilitated by multiple channels. As an advertiser, the main goal is to find channels that result in maximum two-way communication and overall ROI improvement for the brand. There are multiple online marketing channels available, namely: Affiliate Marketing: Affiliate marketing is believed to not be considered as a safe, reliable and easy means of marketing through an online platform. This is due to the lack of reliability in terms of affiliates who can produce therequired number of new customers. As a result of this risk and the wrong affiliates, the brand is exposed to exploitation in terms of asking for commissions that are not acquired honestly. Legal means can offer some protection against this, but there are limitations in recovering any losses or investments. Display Advertising – As the term suggests, online display advertising deals with showing promotional messages or ideas to the consumer on the Internet. This includes a wide range of advertisements such as advertising blogs, networks, interstitial ads, contextual data, search engine ads, classified or dynamic ads, etc. Email marketing: Email marketing compared to other forms of digital marketing is considered economical; it's also a way to quickly communicate a message like their value proposition to existing or potential customers. Social Media Marketing - The term "Digital Marketing" has a number of marketing facets as it supports different channels used and among them is the Social Media. When we use social media channels (Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. Social NetworkingGame advertising - In-game advertising is defined as "inclusion of products or brands within a digital game." The game allows brands or products to place advertisements within the game, either discreetly or in the form of a banner advertisement. Online PR Digital Marketing System Digital marketing planning is a term used in marketing management. Describes the first phase of forming a digital marketing strategy for the larger digital marketing system. The difference between digital and traditional marketing planning is that it uses digital-based communication tools and technologies such as Social, Web, Mobile and Scannable Surface. However, both are aligned with the vision and mission of the company and the overall business strategy. Phases of Planning Using Dr. Dave Chaffey's approach, digital marketing planning (DMP) has three main phases; Opportunities, strategy and action. He suggests that any business wanting to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often involves steps of situation review, goal setting, strategy formulation, resource allocation, and monitoring.1) Opportunities To create an effective DMP, a company must first review the market and set "SMART" (Specific , Measurable, Actionable, Relevant and temporal objectives). They can set SMART goals by examining current benchmarks and key performance indicators (KPIs) of the company and competitors. The analysis used for KPIs should be customized based on the type, objectives, mission and vision of the company. Businesses can look for marketing and sales opportunities by examining their reach and influencer reach. This means they have a competitive advantage because they are able to analyze the influence of their co-marketing and brand associations. marketing skills. This means they need to form a clear picture of where they currently stand and how many resources they can allocate for their digital marketing strategy, such as manpower, time, etc. By summarizing the buying journey, they can also recognize gaps and growth for future marketing opportunities that will achieve goals or propose new goals and increase profit. 2) Strategy To create a planned digital strategy, the company must review its own.