Digital Marketing’s Opportunities and Challenges

Digital marketing involves the transfer of information about a brand using internet-based technologies. The marketing strategies are delivered with the help of video or audio technology. Goods and services are customized to the needs of clients and advertised over the web thereby reaching the consumer efficiently and quickly. Examples of technologies applied in digital marketing include the use of “banner, e-mail, and instant messages, pop up advertisements, pay per click, search engine optimization, RSS, and voice broadcasting” (Day, 2011, p.184). Technological advancement has changed marketing strategies to integrate social media and other applications.

Currently, a variety of digital techniques are available to organizations that are keen on succeeding in promoting their brands. Digital technology has also altered consumption behaviours, yielding various marketing opportunities. In spite of the perceived opportunities, organizations still have to cope with the challenges associated with digital marketing including merging digital marketing strategies with the objectives of the company so as to reap the potential benefits of the new media. Digital technology has disrupted traditional marketing concepts, hence the need for organizations to reexamine the uniqueness of the brands they introduce to their consumers. Nowadays, clients have a wide range of goods and services available to them through digital technology, thus organizations strive to remain relevant by creating brands that meet and satisfy the expectations of the clients (Mulhern, 2009). This discussion seeks to highlight the opportunities and challenges presented to organizations implementing digital marketing techniques. Organizations are continuously investing more in digital marketing to optimize their profits in terrain that features aggressive marketing strategies. The outcome of these increased investments is market fragmentation, which has led to decreased effectiveness. Organizations must focus on meeting the expectations of their clients through effective delivery of goods and services in order to succeed. Successful organizations, therefore, utilize new media to understand consumers’ behaviour while shopping, and then design personalized commodities (Mulhern, 2009).

Haven’t Found The Relevant Content? Hire a Subject Expert to Help You With
Digital Marketing’s Opportunities and Challenges
Post Your Own Question And Get A Custom Answer
Hire Writer

According to Mulhern (2009), digital technology provides organizations with a number of opportunities. Organizations develop new markets for their brands by implementing digital marketing so as to expand their horizons and gain competitive advantage. Digital technology supersedes traditional barriers such as language and cultural differences to access their clients, thus gaining more economic benefits. Digital marketing also presents opportunities which are both quantitative and qualitative. It creates alternative communication channels for clients and enhances interactive business processes. Transactions can be performed at enhanced speed and efficiency while responses and queries are processed almost immediately. However, many organizations do not have a thorough comprehension of the digital marketing environment and the challenges that are dominant in this environment. Digital technology enhances client-organization relationships as well as competition among firms. Digital media increased market competition as a result of the increased access, elimination of geographical boundaries and decreased entry barriers. This technology gives the suppliers more bargaining powers as a result of the availability of many buyers and the increased amount of information they have about the organization. As this technology increases the market competition, the clients gain more bargaining power (Mulhern, 2009). Another significant challenge organizations have to face due to the improvements in digital marketing is the lowered barriers to entry. This means that other firms and substitutes join a firm’s market niche with relative ease. Since new technology can provide comparisons of goods and services to be done, organizations must also strive to avoid engaging in price wars.

Digital marketing presents opportunities for organizations to create a more interactive environment with consumers than traditional marketing avenues had. This facilitates the design of marketing strategies that are able to meet the needs of consumers. According to Day (2011), new media enables organizations to tailor products and services to meet the needs of individual customers. Using digital media like e-mail and mobile marketing, organizations have a chance to perform direct marketing and thus interact with clients. The organizations, therefore, get opportunities to obtain feedback from the consumers. This feedback can be integrated into the design of their brands. Besides these great opportunities, Day (2011) also identifies future challenges posed by digital technology to organizations. The main challenge for organizations is developing long term strategies due to the dynamic nature of new media. Digital technology changes rapidly and advanced technologies come up extremely fast. Some organizations also focus more on new media and neglect basic marketing elements such as relevance and differentiation. Consumer behaviours such as a preference for touch and feel effects requires organizations to encourage both the traditional marketing models and the latest models based on new media. This means that organizations have to incur additional expenses to implement both models (Day, 2011).

According to Valos, Ewing & Powell (2010), changing from the traditional ways of marketing to the implementation of new media is also a problem for many organizations. This is because employees tend to resent this technology. Because of the great selection of digital technology, organizations have to struggle and understand the synergies of the different media in implementing digital marketing. Organizations must at times integrate the various platforms of technology with the same functions and manage the consumers’ movement between the digital and traditional models of marketing. Some clients have a wrong perception of digital media, particularly of privacy and confidentiality issues. Other technologies are known to be too intrusive, especially those with web-bugs and cookies. These perceptions erode the trust customers have in the company’s brands. These negative consumer perceptions pose a challenge to organizations, thus there is a need to address these concerns in order to strengthen the trust and confidentiality the consumers have in the firm’s brands (Valos, Ewing & Powell, 2010).

In implementing digital marketing, Valos (2009) identifies a number of opportunities organizations can achieve. The greatest opportunities include higher revenues and cost-effectiveness. As the geographic, cultural and language barriers become redundant, organizations reap from the widened market. Organizations achieve enhanced social and personal interactions with their consumers. Digital technology can facilitate decision making in organizations and promote innovativeness. Through the utilization of new media, marketers can have real-time interactions with the clients, thus the ability to be provided with immediate feedback. Organizations can optimize their profits by employing new media technologies such as social networking in their advertising. This is because organizations can utilize digital marketing to reach a vast number of consumers in the shortest time possible.

Organizations use different approaches to plan and implement digital marketing tools in their marketing activities. These approaches are based on customer preferences, interactivity and trust (Rappaport, 2010). In planning and implementing digital marketing, organizations must develop systems for assessing their investment costs and design infrastructures to support digital tools. The organizations must also put in place mechanisms for evaluating the success of new media. All these approaches must integrate clients’ feedback into the firm’s brands and also create new avenues of communication (Rappaport, 2010).

Some organizations have been able to maximize the opportunities provided by digital media. Such organizations have achieved competitive advantage, in spite of the challenges brought about by digital media. Examples of these organizations include publishing firms like Redbook and Moose River Media which have utilized social media to improve their marketing activities. In its “Redbook National Happy Hour” (Kinsman & Botelho, 2011, p. 39) campaign, Redbook integrated social media into its marketing strategies by creating a web landing page to understand its consumers and interact with them. During the “fluid film campaign” (Kinsman & Botelho, 2011, p. 39), the marketing group of Moose River Media utilized “moose river fluid media” (Kinsman & Botelho, 2011, p. 39) to reach consumers. The two organizations developed videos and encouraged customers’ feedback. The feedback was later utilized in delivering samples of products to potential consumers.

In conclusion, the increased use of digital technology in marketing presents both opportunities and challenges to organizations. Opportunities arise as a result of the increase in avenues and platforms for engaging with consumers. Some of the challenges that organizations face in implementing digital marketing tools include the complexities related to controlling costs, coordinating and integrating the different tools. According to Edelman (2010), new media have brought additional responsibilities for marketers. However, in many organizations staffing and budgetary needs have not been addressed to match new media.

List of References

Chris, G 2011, ‘Digital future’, marketing, Web.

Day, G 2011, ‘Closing the marketing capabilities gap’, Journal of Marketing, vol. 75, no. 4, pp. 183-195.

Edelman, DC 2010, ‘Gaining an edge through digital marketing’, McKinsey Quarterly, 00475394, issue 3, pp. 129-134.

Kinsman, M & Botelho, S 2011, ‘New frontiers: case studies in social media marketing’, Folio, Web.

Mulhern, F 2009, ‘Integrated marketing communications: from media channels to digital connectivity’, Journal of Marketing Communications, vol. 15, no. 2 &3, pp 85-101

Rappaport, SD 2010, ‘Listening solutions’, Journal of Advertising Research, vol. 50, no. 2, pp 197-213.

Valos, M 2009, ‘Structure, people and process challenges of multichannel marketing: insights from marketers’, Journal of Database Marketing & Customer Strategy Management, vol. 16, no. 3, pp 197- 206.

Valos, M, Ewing, M & Powell, I 2010, practitioner prognostics on the future of online marketing, Journal of Marketing Management, Web.

Calculate the price of your paper
Pages (550 words)
Approximate price: -

Why Hire a Professional Essay Writer from MyHomeworkGeeks

Quality Urgent Essays

Domyhomeworkk online platform provides the best essay writing service ever received elsewhere, thanks to our professional essay writers. Experience gained in the 10+ years of being in the assignment writing industry is also an added advantage.

Professional and Experienced Academic Writers

A lot is done to maintain us as the best essay writing service provider. Besides owning a degree from a recognized university, a writer must pass the rigorous tests we take them through before they are considered eligible to offer urgent essay help on our website.

Affordable Urgent Assignment Help

Who said a reliable website should not be cheap also? While it is human nature to associate prices with quality, that does not always work. At, we guarantee you cheap and urgent essay help without compromising the quality.

24/7 Available Urgent Essay Writing Service

Whether it is a ‘write my essay for me cheap’ or ‘edit my essay’ order you want to request, always feel free to reach us at any time of the day. Our experts work in shifts to ensure that you access urgent essay writing services at any time of the day.

Plagiarism Free Essays Online

The punitive measures that come with plagiarized content are so harsh, and we understand that. We consequently ensure to write each client’s papers from scratch no matter how urgent the essay is. To acknowledge borrowed content, our quick writer references and cites the work.

Wow Customer Support 24/7

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

We'll send you the first draft for approval by at
Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

So much stress and so little time? Take care of yourself: let us help you with your tasks. We offer all kinds of writing services.


Custom Essay Writing Services

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.


Admission and Business Papers

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.


Editing and Proofreading

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.


Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.

Have a homework question? Get help from verified tutors now!