Studies in Indian Place Names ISSN: 2394-3114

Vol-40-Issue-03-February-2020
(UGC Care Journal)

RECENT TRENDS IN DIGITAL MARKETING

Dr.R. Kasilingam,
Assistant Professor, Department of Commerce,
Annamali University. Tamilnadu

V. Thanuja
Research Scholar, Department of Commerce,
Annamali University. Tamilnadu

Abstract:
The business world has witnessed the popularity of online shopping industry and has also
seen the emergence of e commerce in other areas which has ultimately given rise to Digital
Marketing. Digital is touching the urban India in lot many aspects and still holds tremendous
potential which can multiply the opportunities for business enterprises. The rapidly emerging
digital economy is challenging the relevance of existing marketing practices and radical
redesigned of the marketing curriculum consistent with the business needs of the 21st century is
required. Digital marketing has gained a lot of popularity with large and medium sized business
creating their online presence and preventing their services and products through numerous
social media channels and sites. This paper reveals the list of some of the most reliable digital
marketing trends for the current year, challenges associated with the new age of marketing and
suggestions to overcome it.

Keywords: Digital marketing, Mobile Search, E-Mails, SEO, Content Marketing.

INTRODUCTION
Digital marketing involves promoting product and service by means of a range of digital
channels to reach customers at the accurate time through their favoured channel. The Digital
Marketing has become the vital course of action of business houses and they are striving for each
single innovation which can be possibly added in the modern business so as to maximise the
revenue of business house. India as far as digital marketing is concern has shown a bit late entry.
Digital marketing can be defined as An attempt as a cyclic practice done by a business which
involves the analysis of needs of customers, which is followed by a manufacturing process as per
the read needs of customers from target market, which also gives space to the sound pricing and
study about the convenient place where product of a service will be kept for sale, however the
last phase of one cycle of this practice is about monitoring the released satisfaction after
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(UGC Care Journal)

consumption of the sold product or a service and the mandatory part in this cyclic practice is
each part consist of use of modern communication devices from information and communication
technology available till date.

DIGITAL MARKETING
Digital marketing is an addressable marketing method where relevant marketing
communications are delivered to individuals through the e-mail, Web, and mobile channels using
an e-mail address, a Web browser cookie, and a mobile phone number.

Lives scenario of digital marketing in India

Digital marketing is still at its initial phase in India. Most of the companies are still
thinking to adopt the medium while many top brands have already rolled their digital marketing
campaign. Seeing the large number of youth population in India (More than 40% of total
population of India, around 460 millions youth is there, in which 333 millions are literate) and
the rising technology savvy young generation, corporate will be more than happy to engage the
target audience and spread their products & services among them via digital media. Thus there
will be a Big Change in coming future. Indian digital marketing scenario has changed
tremendously after the it boom, India with 60,000,000 internet users provides a very good
platform for online marketing. Also with a growth rate of over 1000% the potential looks good
too. The penetration is a mere 5.2% - but which is actually good. The cream of the society - the
people most likely to have pockets deep enough to trade or make purchases online are among the
5.2% of the population. This makes targeting these high-end profiles easier and your leads are
more likely to be converted.
However, one area of concern is the support operations that help convert the leads into
sales. These are mainly call centres & back offices that are responsible for following up on the
leads that are provided to them. But the staffs at these organizations in India is many a times not
that well trained for digital marketing & usually the high potential leads are lost due to inability
of the staff to convince the lead. The lead is mostly very expensive. They get one lead after
incurring a huge cost through a lot of clicks.

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Studies in Indian Place Names ISSN: 2394-3114
Vol-40-Issue-03-February-2020
(UGC Care Journal)

Hence, more than educating internet users it would be vital to train the support teams so
as to consolidate the current amount of leads that you are getting. Otherwise, we many end up in
a situation where we have high demand, high potential but inadequately trained staff to service
the lead.

• While in many countries Digital Media course has emerged as one of the mainstream degree
but here in India it is still under the control of digital media agencies who took the initiative to
teach people on Digital Marketing with live projects.

• Many of the premier business schools are in a positing (of course seeing the demand) to run the
digital marketing program. But most of them are running short of the quality faculties.

Further insights have revealed that an average Indian spends 45 minutes on Facebook in
a day. The huge number of smart phone users with apps adds up further to the consumer base for
brands to interact and take opportunities. The recent hit of the “Kolaveri Di” song, reaching more
than 50 million users globally is a measure of the impact and spread of internet.

Review of Literature

Rekha Dahiya and Gayathi (2017)has published Research Paper on Digital Marketing
Communication and Consumer Buying Decision Process. Marketing is one of the business
function most dramatically affected by emerging information technologies. Internet is providing
companies new channels of communication and interaction. It can create closer yet more cost
effective relationships with customers in sales, marketing and customer support.

Katherin Taken Smith (2016) has published paper on Digital marketing strategies that
Millennials find appealing, motivating, or just annoying With the increasing usage of digital
media by consumers, more companies are using digital marketing to reach their target
markets. Millennials will repeatedly visit a website that has competitive prices and good shipping
rates. If given an incentive, such as a discount or reward, Millennial will write an online product
review.
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(UGC Care Journal)

Methodology
The research is an attempt based on the available secondary data collected from internet,
articles, journals according to the requirement of the objectives of the study. Descriptive type of
research design is adopted to impart more accuracy and analysis of research study.
Objectives
1. To study the different channels o f Digital Marketing
2. To study the growth and role of Digital marketing
3. To analyze the approach which help them to get more business

Difference between Digital Marketing and Traditional Marketing

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(UGC Care Journal)

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(UGC Care Journal)

Channels of Digital Marketing

Some of the most popular digital marketing channels include the following –

 Social Media Marketing

 Search Engine Optimization
 Pay-Per-Click Advertising (PPC)
 Email Marketing
 Content Marketing
 Affiliate Marketing
 Display Advertising
 Online PR

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Vol-40-Issue-03-February-2020
(UGC Care Journal)

1. Social Media Marketing

Social media marketing, as the name suggests, is a digital marketing channel used to
promote and market brands and businesses on various social media platforms. Some of the
popular social media marketing platforms include Facebook, Twitter, LinkedIn, Instagram, and
so on. The platform you choose depends on whether you’re B2B or B2C apart from a whole lot
of other factors including your brand’s business goals.

2. Search Engine Optimization

SEO as it is popularly called is the art and science of getting websites or specific web
pages to show up on search engines when specific keywords are used as search terms. SEO helps
a brand gain visibility across search engines and geographies. The process of optimizing a
website for search engines begins quite early, more or less at the time the website is being built.
This is because the content that will ultimately go up on the website will have to be optimized for
search engines, while ensuring the keywords relevant to the business and website are present in
the content.

3. Pay-Per-Click Advertising (PPC)

Pay Per Click Advertising is a type of digital marketing where the advertiser pays for
every click of an ad. Here, you can create multiple ads, monitor them real-time, and optimize
them as you go. The advantage of this form of advertising is the paying bit. These are more

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(UGC Care Journal)

specific in nature since you get to define your audience to the T and these ads are shown
specifically to those matching the parameters you’ve defined. The amount you spend on PPC ads
will depend, to a large extent on the placement of ads, the type of ads (search ads/display ads),
and so on.

4. Email Marketing

Email marketing, as the name suggests, is a digital marketing channel which is used to
market brands and businesses through emails. While email marketing runs the risk of emails
getting into the Spam folder, it is still a powerful means of increasing visibility of your brand or
business. Email marketing is used not just as a means of brand awareness, but also to generate
leads, highlight product offers, send out newsletters, and so on.

5. Content Marketing

Content is central to all marketing campaigns and activities. Content marketing involves
marketing various pieces of content written in your niche on several digital marketing channels.
What is most important for content marketing to work is high-quality, non-plagiarized content.
While non-plagiarized content is important, it is also necessary for you to ensure the content
you’re trying to market is relevant to your brand or business. The content you create can be in a
variety of formats including blogs, info-graphics, and other visual and written content formats.

6. Affiliate Marketing

Affiliate marketing is a channel of digital marketing which works with the help of affiliate
marketers. It is a slowly catching up field in the area of digital marketing. Affiliate marketers
normally work on a commission basis where they charge a certain amount as commission for
every product or service they market through the process of affiliate marketing.

7. Display Advertising

Display advertising normally works more on the principle of placing display ads on various
blogs, websites, forums, and so on. In affiliate marketing, the payment works more on a Cost Per
Impression or CPM model rather than a Cost Per Click model.
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Studies in Indian Place Names ISSN: 2394-3114
Vol-40-Issue-03-February-2020
(UGC Care Journal)

8. Online PR

Online Public Relations is another field which, although not directly related to the concept
of digital marketing, can be considered to be a part of the overall digital marketing strategy of a
brand or business. It seems to connect more with Content Marketing, as a large part of PR is to
do with creating content about a brand or business.

Overall, the aforementioned digital marketing channels work well if you have a solid digital
marketing strategy in place for your brand or business. Each channel has to be evaluated for its
relevance in your overall marketing strategy and needs to be aligned in keeping with your
business goals.

Irrespective of which digital marketing channel you choose to market your brand or business
on, it is important to periodically monitor the effectiveness of the channel and strategy so you
can fine-tune the strategy as per your business goals and other metrics.

Following are the biggest digital marketing challenges

1. Updating yourself with the new technologies, programs, developments that happen at
anamazingly quick speed.

2. Always trying to convince new clients that we are not ripping them off, Digital
Marketing (at least on te organic side) does take time! We’re not lying to them.
3. Always trying to maintain some form of order when the Digital Marketing method
keeps changing. I mean, the statistics that I look for in a website audit in February
will be different than what I look for in May.
4. Desperately trying to keep prices of our services for customers low enough so that we
can keep bringing small business owners.
5. Regularly revamping our own internal processes in order to streamline the work as
much as possible.
6. We are still stuck in idle, focusing on data collection. Many marketers are just
learning that “how to crawl” when it comes to making data actionable at scale. As
2016 was not much progressive in that direction.
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7. Securing enough budget is pressing challenge for marketing globally.

8. Managing websites is a big challenge, your website’s performance should be high and
it should be on top of your list of priorities
Conclusion
Succeeding at digital marketing has a lot to do with trying new tools, techniques and
strategies. Companies should not hesitate about experimenting by testing something you haven’t
tried yet. Digital channel in marketing has become essential part of strategy of many companies.
Nowadays, even for small business owner there is a very cheap and efficient way to market
his/her products or services. Digital marketing has no boundaries. Company can use any devices
such as smart phones, tablets, laptops, televisions, game consoles, digital billboards, and media
such as social media, SEO (search engine optimization), videos, content, e-mail and lot more to
promote company itself and its products and services. Digital marketing may succeed more if it
considers user needs as a top priority. The watchwords “test, learn and evolve” should be at the
heart of all digital marketing initiatives. Companies should create innovative customer
experiences and specific strategies for media to identify the best path for driving up digital
marketing performance.

References/Bibliography:
www.digitalmarketing.com
www.digitalbuzzblog.com
Kotler P. (2002). Marketing Management, New Delhi:PHI.
http://kapost.com/history-of-digital-marketingtechnology/  (Retrieved Dated: 05th April,
2016).
https://en.wikipedia.org/wiki/Digital_marketing#Histo  ry (Retrieved Dated: 05 th April,
2016).

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