With digitization becoming an integral part of our life it is no surprise that it has made its presence in marketing as well. Digital marketing has established a huge impact and has changed the traditional thinking of the term ‘marketing’. It is the redesigning the 21st century marketing strategies. The way digitization is being used by businesses will leave you amazed. It creates an impact on the brand through the digital medium. Some of the digital marketing techniques are SEO (Search engine optimization), SEM (Search engine marketing), content marketing, campaign marketing, e-commerce, etc.

This is a vast topic to be discussed at a stretch, so I have limited it to Indian business. When I got to study on various researches around the topic it got difficult for me to decide if it’s a boon or bane to Indian businesses. I found this interesting quote that says; “Driving revenue growth through better consumer engagement is the goal of every Digital Marketing campaign.” – Infosys

With that said, it made me realize the difference in digital marketing and the traditional marketing. The traditional approach for small- medium and start-up businesses is complicated and is a mile stone to establish their brand name in the minds of the customer. Whereas digital media makes it possible by just making few clicks on your laptop.

With Big data in place, digital marketing has become an intelligent marketing tool by influencing and analyzing customer behavior. You can establish your presence almost everywhere like Facebook, Twitter, Pinterest, LinkedIn forums, Local SEO, Social media ads, Daily deals, Email marketing, Blogging, Mobile apps and so on. It helps in growth sales, speaks on behalf of the firm or the brand, and adds value to the business, cost saving aspect, expanding the brand online and much more.

It is definitely a must to talk on its negative side as well.  Digital marketing campaigns can be copied and if not done efficiently can fail to create the impact. Also, there is a huge competition out there and hence your survival will be a challenge. The brand status will be spoiled if there are negative reviews or feedbacks. Digital marketing is solely dependent on technology and hence it cannot be error free. Outdated information must be taken care of. A small mistake can turn into a blunder and ruin the organization’s fame and reputation in the industry.

Digital Marketing being the new vogue can help in doing wonders to your business but it’s just a matter of doing things right and following the best practices.