A Drastic Increase in Digital Marketing Usage
Modern technologies have contributed to the companies shifting to online platforms to sell their goods. As a result, to increase their revenues, organizations started to focus on digital marketing to attract more customers. To be more particular, the brands use people’s search results to analyze their audience and reach potential clients through advertisements on various social media platforms. Still, such a method for targeting the right group of people might appear inaccurate and bring more drawbacks to the businesses.
To begin with, new technology allows people to spend their time online and, therefore, shop for the necessities without leaving their houses. Consequently, the platforms that do not display their service online are likely to lose followers, so they opt for adopting digital marketing methods (Storm, 2020; McDowell, 2017). Digital marketing has also become crucial due to the organizations’ desires not to be worse than their competitors that have already SEO- optimized their websites (Ocampos, 2020; Smith and Zook, 2019; Chaffey, 2019). Thus, a company not focused on advancing its online operations is likely to have a considerably smaller income than those with optimized platforms. Digital marketing does not separate businesses into small or large; hence, every single company has equal opportunities with others (Arutyunyan, 2021; Dwivedi et al., 2021; Samuelson, 2021). It also allows brands to efficiently target their perfect audience by directly reaching leads more likely interested in their services and products (Tasner, 2014; Mishra, 2020). For instance, if the company’s customers are mainly American women between 21-25 years with a minimum monthly income of 5000$, it can easily target this group of people online. However, the companies might face the challenges of restricted budgets, scarce resources, and lack of imagination while seeking to adopt digital marketing.
Overall, the drastic need for expanding companies’ operations to online marketing is highly prominent today. As a matter of fact, such a method of targeting an audience appears to be highly beneficial not only for large corporations but for small businesses. Nevertheless, sometimes brands might face various challenges in their attempts to create a successful marketing model due to the lack of resources and imagination.
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