Digital marketing presents opportunities and challenges to Essay

Digital marketing presents opportunities and challenges to organizations - Essay Example This has in return triggered the human need to stay connected with their friends, thereby triggering the platforms of social networking like Facebook, Twitter etc. in every corner of the globe. Social networking which provides the power to develop linkages between individuals, communities and even organizations have sponsored the growth and development of digital marketing, which runs exclusively on the people media. The purpose of this discussion is to highlight the advantages and negative aspects of digital marketing. The discussion also intends to cover the strategies in which organizations can implement it in order to generate their competitive advantage in the market. Body Chitty and other writers have outlined in their book on digital marketing that the concept of digital marketing helps to target consumers located in every corner of the globe, irrespective of any impenetrable geographical barriers. Also, another point that was highlighted was the fact that the usage of digital marketing leads to the fact of lower cost per contact with regards to the advertising prospects of other marketing media and platforms (Chitty & et.al, 2011, p. 224).Another unique advantage as cited by Kimmel in his book is the fact that online marketing provides the companies with the chance to increase the level of involvement among the intended target audience (Kimmel, 2010, p. 210).However, Smith and Zook in their book, has outlined the fact that the digital marketing pose a significant amount of challenges as well. The important factor is that in the presence of online communities, the company sponsoring the digital marketing is unable to control the comments and feedback of online users. Thus, it has the potential to destruct a company’s brand image on the basis of negative word of mouth marketing by online users on the social networking sites (Smith and Zook, 2011, p. 152). An extra disadvantage as mentioned by Prakin is the fact the digital marketing by multiple com panies may lead to overload of information to the consumers and this increasingly leads to less amount of retention for any particular brand that has participated in online branding activities (Prakin, 2008, pp. 121-139). It has to be increasingly taken into consideration that digital marketing is another form of marketing where the marketing is done online using the internet, while specifically targeting the consumers with the products and services as desired by them. Hence, it is of extreme importance that the companies need to keep in mind that the online marketing activities should be done in a complementing manner with respect to the entire marketing campaign, so that it adds value and increasingly serves the purpose for the marketing campaigns as a whole. The very initial point that has to be taken into consideration while increasingly implementing the tools of digital marketing is the process of delivering the right message from the organizational point of view to the desired target market, which helps in creating a strong bonding between the organization and the target audience. The delivery medium for the voice can range from company sponsored blog pages, twitter updates to the more commonly used social media interfaces ranging from updates on Facebook, LinkedIn, Twitter and YouTube. It has to be increasingly kept in mind that the previous mediums that are exclusively sponsored by the companies itself helps in marketing