Factors influences digital market

Mgema Musa z.
BAPRM 42615
21/06/2016
13:13pm

Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium.
The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing.
Digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly incorporated into marketing plans, and as people use digital devices instead of going to physical shops.

Digital marketing activities are search engine optimization search engine marketing  content marketing, influencer marketing , content automation, campaign marketing, and e-commerce marketing, social media marketing ,
social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media.

It also extends to non-Internet channels that provide digital media, such as mobile phones SMS and MMS callback and onhold mobile ring tones.

Factors That Influence a Company's Digital Marketing Strategy

by Miranda Brookins, Demand Media
Constant technological advances give business owners new ways to digitally connect with their existing and potential customers.

Digital marketing covers a wide range of opportunities businesses can explore, including email campaigns, banner advertising, video marketing, blogging, mobile marketing, social media marketing, and television and radio. Consider several factors when crafting your digital marketing strategy.

Target Market
Before you decide to use digital marketing to attract customers and increase sales, determine if and how your customers use digital marketing to get information about products, services or topics related to your business. Your digital marketing efforts must include language and images that reflect your target market and resonate with them.

Budget
Cost is a factor no matter what type of marketing campaign you are planning. Businesses with limited budgets might skip digital marketing efforts altogether, for fear that it's out of their budgets. Low cost digital marketing options include creating a social media presence, blogging or creating marketing videos using your computer and web camera. Options such as setting up micros sites, pay-per-click ad campaigns and short message services often require a larger marketing budget.

The knowledge and experience you and your team have in digital marketing influences whether or not you incorporate it into your overall marketing strategy. Before delving into digital marketing, it's important to know your options, how to implement digital marketing ideas and measure their success. If no one has previous experience, consider using a marketing consultant who specializes in digital media services

Technology
From servers being down to browser and software issues causing banner advertisements and websites not to load, common technology issues can play a major role in the success of a digital marketing strategy.

If a business experiences frequent issues with its digital marketing campaigns, they may be less likely to use digital strategies to promote their brands.
Beyond technical difficulties, companies often have to invest in equipment and services to implement their digital marketing campaigns. For example, a company that wants to do video marketing needs a digital camera, lights and audio recording equipment and the expertise to use it, or must pay a studio to handle the video editing and recording.

Time
Planning, implementing and monitoring digital marketing strategies requires a time commitment, which might be problematic for small business owners who aren't well-versed in marketing. Digital marketing strategies require constant monitoring, to measure what's working and what needs to be altered.