Content area
Full text
Introduction: -
Market has changed drastically in the past few decades. Marketing which was a buzz word in the late 90's and early 20's is now supported by a prefix Digital. Just one word, but entirely changes the field and method of operation, the main idea i.e., creating the product according to the needs and delivering them to the target consumers remains the same.
No one had ever thought that a medium (Internet) which was created for military purpose and for establishing a communication among scientists would play a major role in business. Today the world is almost functioning on the internet. There is no surprise to say that most of the business is now done online. Even the startups that are coming up, try to avoid a brick-and-mortar setup these days. Life has become complicated and to bring an ease to it, digital medium has made our life go easy, from medical to cabs, food to daily essentials everything is just one click away.
The companies understood the importance of internet and started moving online, be it any in any industry digital presence matters these days. It not only gives a legal entity a recognition but also add a sense of trustworthiness among people.
Competition has increased, companies are not only on physical platforms but also online are striving to endeavor. Companies are trying to target their potential customers.
In that case strategy comes into picture. Strategies are formulated to keep the business in pace and differentiate them from their competitors. Different strategies are formulated based on different segments that caters business. Therefore, how these strategies are formulated and put into motion in digital space is a bigger thing to ponder. If properly formulated it can lead to capture a greater audience leading to revenue generation.
Literature Review:
* D Chaffey, F Ellis-Chadwick - 2019 in their article discussed how digital marketing has transformed the businesses and other organization and how they communicate with their audience. Consumers have access to a wider range of products, services and prices from different suppliers and a more convenient way to select and purchase. Engaging consumers of various social media platforms (Facebook, Instagram, Quora, LinkedIn) is a challenge but companies have taken the advantage of the opportunity and...