Digital Marketing Communications Essay
With advances in communication and the growth of internet services, digital marketing has become an important component in the marketing effort of most companies. Digital marketing involves the application of marketing strategies and technologies using electronic media, such as computers and smartphones. Digital marketers capitalize on digital technologies to differentiate their products and services from competing offers (Gaikwad & Kate, 2016).
Online retail sales have exploded, as internet retailers, such as Amazon, provide informative, convenient, and personalized experiences. By saving on overhead costs associated with brick-and-mortar stores, inventory, and staff, these retailers can offer competitive prices and can profitably sell low-volume merchandise to their niche markets. While customers scan websites searching for the lowest prices, online retailers compete to offer the customer a top-caliber online experience, delivery, and handling of customer complaints and issues. E-commerce allows customers to connect and interact with the brand of their choice. Accordingly, customer service is crucial to the success of these retailers. In addition, B2B commerce is increasingly being conducted online, profoundly changing the supplier-customer relationship (Kotler & Keller, 2015).