Challenges and Opportunities in Digital Marketing

Challenges and Opportunities in Digital Marketing Digital Marketing is a very good feature for all the consumers in need of advertising. It has completely a good feature for traditional marketing, helping marketers to maintain contact with their clients over the internet in order to offer their goods and services. Preparing the best marketing and creating business goals, marketers must evaluate and analyse both the advantages and disadvantages of digital marketing. Digital marketing is one of the best tools for all business organisations due to its great efficiency and effectiveness, and it is increasing at a quicker rate with each passing day. In today's digital world, digital marketing is the best tool for both small and large enterprises.

Advantages of Digital Marketing Easy consumer reach : Digital marketing is one of the best ways to communicate with companies to target a large number of consumers at the same time. An Internet channel for marketing is a quick approach to target a number of potential consumers at the same time all over the world.

Direct advertising : Digital marketing enables direct advertising and awareness about a product or a band. Now the companies can easily show their advertisement on different digital channels, good online advertising strategy and promotional tools can help digital marketers to perform highly in a competitive marketing environment.

Global advertising : Digital marketing enables the companies to make advertisements internationally and expand their customer reach to other countries across geographical boundaries.

Easy brand promotion : Digital marketing enables the brand to reach customers and its clients very effectively. It is very easy to promote the brands.

Cost effective channel : Digital marketing is found to be a cost effective and cheaper source of advertising as compared to traditional marketing channels like tv, radio, magazines, newspapers, banners etc.

Challenges of Digital Marketing Limitation of internet access : some areas internet facility may not be accessible to the consumers or with poor internet connection.The digital marketing can be unsuccessful in those areas having limited internet accessibility.

Limited consumer link : Digital marketing is highly dependent on the internet, so the marketers may find it hard to make the advertisement with the consumers about their product.

High competition of brands : Digital marketing has a drawback when a customer searches for a product of a specific company on the internet, many competing goods and services having the same marketing strategies appear on the customers home page. This will lead the customer to choose cheaper and better quality products from another company.

Advertisement for limited products : Another drawback of Digital marketing is that it is only beneficial for consumer goods. Industrial goods and pharmaceutical products cannot be marketed through digital channels.

Growing costs : Trying to control the cost can drive the marketer to insanity because it is impossible. Increasing software package prices or marketplace fees are examples of increasing growing costs.

Technological Complexity : Digital marketing, it is one chance in a million to keep up the pace with the change. It is very difficult to come across consumers' attention at every touchpoint.

Increased workload and stress : Logical outcome of technological progress and new business models creates pressure to adapt resources.

Confusing digital marketing models : In service based business, it is very difficult to scale your offer as services are not always simple to define.

Competitiveness to win clients : The current situation of the market, it is difficult to stand out. A good market requires the marketer to reach out to the people and solve their problems most efficiently, which is only possible if the marketer remains curious about their real problems that often hide behind the initial problem.

Conclusion Digital marketing is nowadays very important for the business world.

Digital activities are an important one in the marketing and sales strategy also. Nowadays most companies are either thinking about or pressing ahead with digital change initiatives, most of the company has a website, and few marketing strategies are signed off without incorporating social media. Social media is one of the most important ones in digital marketing. Digital means changing the world,and progress is not linear.

Every digital initiative will not work for every organisation, and it is important to assess capability and capacity for change before deploying a digital strategy. Future of digital marketing will be integration of successful past technology and growing interest to personalise and customise the needs of individuals. Digital marketing is a non-conventional virtual platform basically promoting the business and services. Digital marketing accounts a new way to promote products thereby the wholesale and retail industry are largely affected with its implementation. According to ICRIER (Indian Council for Research and International Economic Relations), the retail market accounts for 10% of India’s GDP. Organised retail sector is likely to have a growth rate near to 45–50% p.a. and booming further with adoption of digital technology.

The baseline of digital marketing is to have an individual Website or App through which different promotion and tools are linked and used. Digital marketing is the best approach to reach the target audience in a very low cost effective manner and is easier to scale the business at a faster rate.

In the current scenario the average user with the internet spends more

time on the internet platform daily and it makes it the biggest platform to promote any brands to eye catch users or buyers. It is found in several researches, 85% search happens before purchase, in 1 s almost 84+ thousand viewers’ remains online in YouTube, and currently 89% users purchase based on available reviews and comments made for the products.