The Rise of Digital Marketing: Trends, Tools & Strategies
(New Edition)
Emergence and Significance of Digital Marketing
It is a perceptible fact that the Marketing process appertains to connections formed between
businesses and their target audience(s). Marketers around the world hanker after the
aspiration to develop a product or service that would instantly attract considerable attention.
This objective is no longer reckoned to be something so difficult as internet or Digital
Evolution has totally changed perspectives centering upon ‘awareness’. Online or Digital
marketing involves all business endeavors that are affiliated with the usage of digital
channels, including various search engines, social media platforms, email service providers
and other gainful websites.
In an era where digitalization has become a mainstream phenomenon, businesses are able to
leverage on the popularity of online platforms to promote and sell their goods/services.
Unlike outbound or traditional marketing methods, digital advertising is deemed to be a cost-
effective approach as thriving organizations are not required to create exorbitant budget plans
for the creation of high-quality content. Rather, they strive to exhibit material that would
resonate best with the intended audience. Moreover, digital marketing enables businesses to
strengthen their brand image as well-developed websites, applications and streaming services
like Netflix, Amazon, Food panda and Alibaba Group are acknowledged for their highly-
interactive, convenient and engaging features. (BARONE, 2021)
Offline Vs. Online Marketing Concepts
Now that every individual can affirm with certitude that online marketing is an inexpensive,
interminable and ingenious way of targeting mobile consumers, offline or traditional
marketing techniques have begun to receive less commendation. In order to enhance brand
awareness, managers that opt for conventional marketing employ media practices that
incorporate offline channels such as; TV, Print ads, Billboards, Live Demonstrations,
Guerrilla Marketing etc. Such methods render their own benefits. For example, consumers
that are accustomed to keeping tangible items would be attracted to physical campaigns like
business cards, pamphlets, branded merch etc. Starbucks is a pro at adopting the ‘offline’
approach as it gives prominence to consumer emotions by instigating seasonal product lines
with unrivalled packaging designs that embody festive color palettes e.g. red holiday cups for
Christmas.
An American subscription streaming service and production company called Netflix is
looked upon as one of the ruling internet corporations that operate in over more than 180
countries. It allows users to watch and download numerous TV shows and movies on all
kinds of devices like Android, Windows 10 and iOS without any commercials or buffering
issues. The biggest advantages of such platforms are that they are not limited to a specific
geographical/time zone.
Online marketing techniques enable people to communicate more effectively and quickly as
responses can be shared globally without having to design proper meeting schedules or
traveling plans. Moreover, people are willing to explore the company’s services at their own
pace unlike traditional procedures that are unauthorized to function 24/7. Online marketing
also lets companies identify their target audience(s) in a much easier manner. Since Netflix
targets millennials and the Gen-Z group, it is capable of delivering and receiving relevant
(New Edition)
Emergence and Significance of Digital Marketing
It is a perceptible fact that the Marketing process appertains to connections formed between
businesses and their target audience(s). Marketers around the world hanker after the
aspiration to develop a product or service that would instantly attract considerable attention.
This objective is no longer reckoned to be something so difficult as internet or Digital
Evolution has totally changed perspectives centering upon ‘awareness’. Online or Digital
marketing involves all business endeavors that are affiliated with the usage of digital
channels, including various search engines, social media platforms, email service providers
and other gainful websites.
In an era where digitalization has become a mainstream phenomenon, businesses are able to
leverage on the popularity of online platforms to promote and sell their goods/services.
Unlike outbound or traditional marketing methods, digital advertising is deemed to be a cost-
effective approach as thriving organizations are not required to create exorbitant budget plans
for the creation of high-quality content. Rather, they strive to exhibit material that would
resonate best with the intended audience. Moreover, digital marketing enables businesses to
strengthen their brand image as well-developed websites, applications and streaming services
like Netflix, Amazon, Food panda and Alibaba Group are acknowledged for their highly-
interactive, convenient and engaging features. (BARONE, 2021)
Offline Vs. Online Marketing Concepts
Now that every individual can affirm with certitude that online marketing is an inexpensive,
interminable and ingenious way of targeting mobile consumers, offline or traditional
marketing techniques have begun to receive less commendation. In order to enhance brand
awareness, managers that opt for conventional marketing employ media practices that
incorporate offline channels such as; TV, Print ads, Billboards, Live Demonstrations,
Guerrilla Marketing etc. Such methods render their own benefits. For example, consumers
that are accustomed to keeping tangible items would be attracted to physical campaigns like
business cards, pamphlets, branded merch etc. Starbucks is a pro at adopting the ‘offline’
approach as it gives prominence to consumer emotions by instigating seasonal product lines
with unrivalled packaging designs that embody festive color palettes e.g. red holiday cups for
Christmas.
An American subscription streaming service and production company called Netflix is
looked upon as one of the ruling internet corporations that operate in over more than 180
countries. It allows users to watch and download numerous TV shows and movies on all
kinds of devices like Android, Windows 10 and iOS without any commercials or buffering
issues. The biggest advantages of such platforms are that they are not limited to a specific
geographical/time zone.
Online marketing techniques enable people to communicate more effectively and quickly as
responses can be shared globally without having to design proper meeting schedules or
traveling plans. Moreover, people are willing to explore the company’s services at their own
pace unlike traditional procedures that are unauthorized to function 24/7. Online marketing
also lets companies identify their target audience(s) in a much easier manner. Since Netflix
targets millennials and the Gen-Z group, it is capable of delivering and receiving relevant
