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Technology has changed the way business is done in a big way. It has made it easier and cost effective for organizations to conduct their business activities. One of the activities that has gone digital is marketing. …
Most organizations seem to be heading towards digital marketing since if is proving to more effective as compared to other methods of marketing (Thomas, & Housden, 2011). Digital marketing refers to the marketing and promotion of goods and services through the internet and other digital means such as television advertisement, computers, digital billboards, Smartphones and any other devices that have the ability to combine sound and images to deliver a certain message. Digital marketing enables the organizations to engage themselves effectively with the customers in a manner that is cost effective, timely and usually relevant. In addition, digital marketing brings the customers closer to the organization. Some digital means such as internet marketing gives the customer a chance to give his view over a certain product or services or even suggest on what they might need to be done to increase their satisfaction. This is important since it makes customers feel they are part of the organization and that they are being considered as important stakeholders (John and Jones, 2009). Digital marketing presents the organization with numerous opportunities to expand their operations and gain competitive advantage over their competitors (Henderson, 2005). Apart from improving the relationship with its customers, there are numerous other opportunities that an organization can realize from digital marketing. ...
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