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International Journal of Trend in International Journal of Trend in Scientific Research and Development (IJTSRD)Research and Development (IJTSRD)
International Open Access JournalInternational Open Access Journal | www.ijtsrd.comwww.ijtsrd.com

ISSN No: 2456 ISSN No: 2456 - 6470 | Conference Issue – ICDEBIICDEBI-2018

INTERNATIONAL CONINTERNATIONAL CONFERENCE ON DIGITAL ECONOMY AND FERENCE ON DIGITAL ECONOMY AND

ITS IMPACT ON BUSINESS AND TS IMPACT ON BUSINESS AND INDUSTRYINDUSTRY

Organised By: V. P. Institute of Management Studies & Research, SangliOrganised By: V. P. Institute of Management Studies & Research, SangliOrganised By: V. P. Institute of Management Studies & Research, Sangli

Digitalization Digitalization in Marketing

Mrs Sayli Sameer Bapat
Assistant Professor, Tilak Maharashtra Vidyapeeth, PuneTilak Maharashtra Vidyapeeth, Pune, MaharashtraMaharashtra, India

ABSTRACT
The world has transitioned into a digital environment. The world has transitioned into a digital environment. uniformly across all mediums. Digital Marketing is uniformly across all mediums. Digital Marketing is
For today’s businesses, it is imperative to have a For today’s businesses, it is imperative to have a essential for companies who want to utilize the power essential for companies who want to utilize the power
website and use the web as a means to interact with website and use the web as a means to interact with of the internet in order to boost their business. Digital of the internet in order to boost their business. Digital
their customers. There are some successful traditional their customers. There are some successful traditional Marketing is also known as ‘Online Marketing’ Marketing is also known as ‘Online Marketing’
marketing strategies, particularly if you are reaching a if you are reaching a ‘Internet Marketing’ or ‘Web Marketing’. ‘Internet Marketing’ or ‘Web Marketing’.
largely local audience, but it is important to take largely local audience, but it is important to take
advantage of digital marketing so as to keep up in advantage of digital marketing so as to keep up in Digitalization is the use of digital technologies to is the use of digital technologies to
today’s world. Online Marketing uses internet to today’s world. Online Marketing uses internet to change a business model and provide new revenue ange a business model and provide new revenue
deliver promotional marketing messages. deliver promotional marketing messages. and value-producing opportunities; it is the process of producing opportunities; it is the process of
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moving to a digital business. Digital marketing is the oving to a digital business. Digital marketing is the
Digital marketing is also known as Internet marketing, Internet marketing, marketing of products and services using digital marketing of products and services using digital
but their actual processes differ, as digital marketing but their actual processes differ, as digital marketing technologies, mainly on the internet, which also technologies, mainly on the internet, which also
is considered more targeted, measurable and is considered more targeted, measurable and includes mobile phones, display advertising and any ncludes mobile phones, display advertising and any
interactive. It includes Internet marketing techniques, interactive. It includes Internet marketing techniques, other digital medium.
such as Display advertising , Web Banner advertising, such as Display advertising , Web Banner advertising,
pop ups, text ads, display ads, Social Media ads, Social Media In 1971, Ray Tomlinson sent the very first eIn 1971, Ray Tomlinson sent the very first e-mail, and
Marketing (SMM), Mobile Advertising, EMarketing (SMM), Mobile Advertising, E-mail his technology set the platform to allow people to his technology set the platform to allow people to
Advertising, Search Engine Optimization (SEO), Advertising, Search Engine Optimization (SEO), send and receive files through different machines. In send and receive files through different machines. In
Search Engine Marketing (SEM) and link building. It Search Engine Marketing (SEM) and link building. It 1990s, the term Digital Marketing was first coined, 1990s, the term Digital Marketing was first coined,
also extends to non-Internet channels that provide Internet channels that provide with the debut of server/client architecturewith the debut of server/client architecture and the
digital media, such as short messaging servdigital media, such as short messaging service (SMS), popularity of personal computers, the Customer popularity of personal computers, the Customer
Multimedia Messaging Service (MMS), callback and Multimedia Messaging Service (MMS), callback and Relationship Relationship Management anagement (CRM) CRM) applications pplications
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(
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on-hold mobile ring tones, e–books, optical disks and books, optical disks and became a significant part of marketing technology. In became a significant part of marketing technology. In
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games. the 2000s, with more and more internet users and the he 2000s, with more and more internet users and the
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birth of iPhone, before consulting a sales person,irth of iPhone, before consulting a sales person,
KEYWORDS: Digitalization of Marketing, Social Digitalization of Marketing, Social customers started searching products and making customers started searching products and making
Media Marketing, You Tube Marketing, Online Media Marketing, You Tube Marketing, Online decisions about their needs online first which created decisions about their needs online first which created
Marketing, Online Shopping, Internet MarketiMarketing, Online Shopping, Internet Marketing a problem for the marketing companies as most of the a problem for the marketing companies as most of the
Platforms. r retailers did not provide their domain address. In etailers did not provide their domain address. In
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2007, the concept of marketing automation was ra007, the concept of marketing automation was raised
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INTRODUCTION to solve the above mentioned problem. By 2010, o solve the above mentioned problem. By 2010,
We live in an era where everything is interWe live in an era where everything is inter- digital marketing became sophisticated and was still digital marketing became sophisticated and was still
connected. With the availability of anything and connected. With the availability of anything and growing till 2012-13. In 2000s, the development of 13. In 2000s, the development of
almost everything on a single click at your door step, almost everything on a single click at your door step, social media sites such as Facebook, Youtube and social media sites such as Facebook, Youtube and
advertising and marketing are not the same anymore. advertising and marketing are not the same anymore. Twitter made the customers highly dependent on Twitter made the customers highly dependent on
These days, it is important to have a strong online to have a strong online digital electronics in their daily lives. The change of tal electronics in their daily lives. The change of
presence, along with a great brand that is presented presence, along with a great brand that is presented

@ IJTSRD | Available Online @ www.ijtsrd.comwww.ijtsrd.com | Conference Issue: ICDEBI-2018 | Oct 2018| Oct 2018 Page: 57