The usage of the internet network connection, mobile device, social media and other search engines to get the consumer approach. Although it’s a good approach to get access to the customers but there are some marketing experts who considered that digital marketing is a new strategy to get approach to the customers with the understanding that how the traditional marketing access and now it is being in process. Digital marketing is a certain segment of the marketing to interact with the customers. Digital marketing is on the top in marketing with the ads of tweets and other social sites to capture the customers. Anything which is incorporated with the customer feedback is relation between customer and sellers (M. T. P. M. B. Tiago & Veríssimo, 2014).

The main point to concern is that the digital marketing is quite different from internet marketing. Internet marketing relates to the only marketing which is collaborated with the internet. Whereas digital marketing is connected with the telephone, subway platform and video games through smart phone apps. In the perspective of digital marketing, the advertisement are common source to advertise the main source received by the audience collectively. These resources are commonly target the specific group of receiver who want to know about the theme which information is given. For instance, McDonald’s change the late night hours in some of the areas where the people visit the out at late night as the management of McDonald’s knows that the people are interested in late night outing to get the large portion of the market. In contrast of these activities some branches also provide the services to deliver the order late night by ordering them. This all could be possible with digital marketing as the online order are possible with the digital marketing such as finder app food panda etc. Advertising is commonly referred as the source of the receivers to target the customers for their product (D. Chaffey & Ellis-Chadwick, 2019).

The team of digital marketing is made with different experts from content producers to SEO analyst all are the experts in their work which is not just social media task. There are a range of applications which are used in the digital marketing such as;

Todoist: The most simple and common form of the marketing application is to-do-list. It could be used to separate the different tasks with various projects with explaining the prior part of the adding notes. This application is easily accessible in iOS and android which could deal the tasks without delaying the task.

Trello: Trello possess almost similar objectives of todoist but a little different in nature of work which is used in different tasks. It could be used to manage the work of a project as well as administrating a project. Working with the project of digital marketing it could be designated that each member of the team has to work until this deadline.

Asana: The most commonly used project management application all over the world. By using this application you can access the work done by the team members that how they are working. It is possible that the responsibilities of the team member could be highlighted by using Asana apps.

Serpstate: This is another application to analyses the competition in the market. It is different from the SpyFu and other applications which are comparable with the other applications of the digital marketing. It helps to find out the position of the competitors of the business.

Besides that above application there are many more applications which are used in digital marketing such as; Cloudvote, SEMRush, Google keyword planner, Ninja outreach, inkybee, mention, buzzsumo, content idea generator, twords and bufferes with many more other which are using in digital marketing.

Digital marketing improve the business performance by:

Ø  Providing measurable steps to perform the business strategies and channel of marketing.

Ø  With the improvement of the actionable data with improved performance strategies.

Ø  By making the product cost effective and economical to earn more in sales.

Ø  Providing insightful to the user of the application with promotional effects.

Digital marketing offers the strategies to the business to measure the ultimate position of the business with the passage of time. It provides a platform and level of the production in more economical form (R. Stokes, 2011).

1.      Background of Digital Marketing

Digital marketing spread the roots in mid of 1980s which was established in 1990s when the SoftAd group developed the advertising campaign for the promotion of automobile industry where reader found it promoting in different programs to promote different cars in the country. Digital marketing is referred to the online marketing which is used in different countries to capture the customers. In some countries it is developed as web marketing.

By using this application strategy, business could create the situation where the competitive advantages could be attained through different means of the marketing. To get the point of the potential of digital marketing is best way to use it with social media as a channel of communication. By using this channel, business could create the information which is used in social media to flow the information from supplier to consumers. This means that the large portion of the market is most likely to active on the social media on daily basis. The quality of the product of the business is based to improve the brand awareness in the customers. It helps to maintain a successful consistency in the customers to create the product’s image in the mind of customers. When the value of product build in the mind of the customers they set their mind to purchase the product which increase the value of the product. By increasing the sale business could flourish in the market among their competitors. The best use of digital marketing is most likely to reduce the cost of selling the product which increase the revenue of the business. Low cost of the external service, advertising expense and promotion cost is controlled by the digital market in the business (T. Frausto-da-Silva, Grilo, & Cruz-Machado, 2015).

Social media is main component in the digital marketing to use the communication channels in the SME’s across the globe with the unique opportunities. The digital marketing of the small medium enterprises have a great impact on the business of SME’s. The factors that are driven in the social marketing and digital marketing in the adoption of the channels. It also used to means to analyze the kind of research which needs to peruse to use the social marketing. As SME’s are considered as main component of the economic development and economic growth of the business. There may some barriers in adoption of the technologies by the SME’s with the revolution in the change in internet and communication channels to communicate with the people. In the recent periods, social media and digital marketing is becoming the most commonly used communication to connect with the customers. Increasing number of business in dealing with digital marketing is providing dynamic pace to the communication of the seller and customers (A. Parsons, Zeisser, & Waitman, 1998). The factor which are influencing the adoption of the digital marketing are:

End user: end user has the major influence on the adoption of the digital marketing in the SME’s. training of the SME’s allow to transfer the knowledge to use by the user that he will know about the technical knowledge to get the benefits of the e-commerce to hire a person who is not having the lack of knowledge.

Organizational: in organizational system the information of the concern which used in technology.

Technological: in SME’s, the technological applications used to derive the sales of the business during a specific time period.

Management: in SME’s the digital marketing also effected by the management while adopting it. The decision of the management based on the condition of the business.

Business environment: business environment affects the adoption of the technology of the digital marketing to initiate the influence the policy of the business.

References of Digital Marketing

A. Parsons, Zeisser, M., & Waitman, R. (1998). Organizing today for the digital marketing of tomorrow. Journal of Interactive Marketing,, 12(1), 31-46.

D. Chaffey, & Ellis-Chadwick, F. (2019). UK: Digital marketing. Pearson UK.

M. T. P. M. B. Tiago, & Veríssimo, J. M. (2014). Digital marketing and social media: Why bother?. . Business horizons,, 57(6), 703-708.

R. Stokes. (2011). The essential guide to digital marketing. Quirk eMarketing.

T. Frausto-da-Silva, Grilo, A., & Cruz-Machado, V. (2015). Selection of Digital Marketing Channels: Application of Modern Portfolio Theory. In Industrial Engineering, Management Science and Applications 2015, 585-597.