Impact of Digital Marketing on Sales: Marketing the Digital Landscape Essay Example

like table tents and counter mats, helps rapidly capture the necessary opt-ins to build a critical mass and maximize the effectiveness of any mobile direct digital marketing program.

While the ease and effectiveness of mobile marketing is enticing, remember that saturating a mobile subscriber's inbox is a quick way to lose a subscriber. Even though e-mail promotions can be accessed on some mobile devices, they do not have the instant impact of a mobile promotion. For a consumer to get real value from an e-mail coupon they need at least a week to redeem it. A mobile offer can be set to expire hours after delivery, not days. Understanding the distinction consumers make between these two channels is crucial to maximizing opt-ins and getting the most out of what direct digital marketing delivers.

Direct digital marketing?especially through the mobile channel ?gives marketers the power to easily communicate to consumers no matter where they are or what they are doing. Properly implementing effective direct digital marketing programs is a fast and easy way to increase local foot traffic and boost sales with a limited investment. Paid Media Display Banner Advertising Display banners or banner ads are online display ads delivered by an ad server on a be page. It is intended to attract traffic to a website by linking to the website of the advertiser.

Viewers can click on these ads to either watch on the page itself or get routed to advertiser's website. Paid Search Paid Search also known as Search Engine Marketing is used by advertisers o show relevant ads on Search Engines. For instance, a search for "Bleach" on a search engine, would

throw up sponsored links on the top and on the right hand side of the page. These are Paid Search advertising links. Paid Search typically accounts for around 10-15% of the total digital advertising budget. Streaming TV is streaming video execution done on a digital platform.

When advertising videos are shown on websites such as BBC. Com, Google. Com or others it's called Streaming TV. Simplistically speaking it is an extension of television viewers. As television viewers starts moving to the digital channels, advertisers are moving money from television to digital media. Steaming TV accounts for around 15-20% of total digital advertising budget. Digital Coupons Digital coupons are the online counterpart of regular print coupons and are heavily used by CAP and other Consumer Products marketers, as a price discounting tedium.

Advertisers want to initiate trial & re-purchase by enticing consumers through price discounting. They account for approximately 2-5% of all digital advertising. Owned Media Company Websites Company websites are one of the most often used media to communicate the company and brand vision to the customer. It is also used as a tool to enable e- commerce for the advertiser's products. Most of digital marketing, ultimately induces the viewer to visit the company website, hence it probably is THE most important part of your digital armory. Websites typically consume 10-15% of the digital marketing edged.

Social Media Social Media is a part of owned digital media marketing. Overall clients spent about 6-10% of their digital media on Backbone & other social media sites. From e-commerce solutions like Papal and Google Checkout, to crowd-sourcing, user- generated content and education distribution platforms like Youth, technological innovation

has made it easy to find new markets and sell to them. Additionally, low- cost digital recording, editing and storing facilities have made it simple and affordable to create, produce and distribute creativity around the world.

A look at owe the Internet has created new opportunities for creativity in emerging economies makes the story even more interesting. The grander dame of fashion, Coco Channel, once said, Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live and what is happening. " The world of the greatest fashion designers in Europe and the United States was to all intents and purposes unlimited because they had the resources to travel and explore the globe for inspiration.

But designers in poorer countries did not have the same access to a world of new ideas. The Internet has allowed designers in emerging markets to see images from the catwalks of fashion weeks, giving them insight and access to popular trends in export markets. The Internet is an important part of their business strategy. Offers sent via email build their relationship with customers and investors, and the Internet has become a source of inspiration. It helps the companies search for new products and scout for new talent.

This holds true for and art and even advertising. Creative in these industries are finding that the Internet is a means for them to scout the world for trends and inspiration at the name time as it provides a platform to promote their work. The Internet has also opened a new world of education through open-learning

models that have improved literacy and education levels across the globe particularly in countries where public education is limited, A recent study by Symantec research in 12 countries (Australia, Brazil, Canada,China, France, Germany, India, Italy, Japan, Sweden, the United Kingdom and the United States) found that Brazilian children spend the most time online - up 70 hours a month - and reading online is considered as valid as reading a book.

The study suggests that digital technology can enable sales professionals to improve sales performance, such as efficiency with administrative and relationship forging tasks and sales process effectiveness. Sales performance is defined as "behavior evaluated in terms of its contribution to the goals of the organization".

In the current study, performance is separated into two categories that conceptualize the two areas of sales performance constructs: relationship performance and outcome-based performance. Relationship sales performance is based on relational measures of ales performance that focus on behaviors that strengthen the relationship between buyers and sellers. Outcome-based sales performance measures are an important aspect in measuring salesperson performance, and are reflected by quota achievement, growth in average billing size, increases in sales productivity, and overall revenue gain.

Superior relationship sales performance should subsequently drive a superior outcome-based sales performance. Past studies support that relational sales behaviors with customers are a "key aspect of externally oriented sales performance". Although these two aspects of performance are expected to be related, theoretically, they are different aspects of sales performance. Social media, used to enhance a firm's social capital, may influence both relationship and outcome-based aspects of sales performance.

For instance, relationships developed through the social media network can increase the pool

of qualified prospects and enhance relationships with current customers, which might lead to increased customer retention. Firms using social media technology may communicate with customers who are comfortable using social media to search for information on products or services that fulfill their business needs. Using social media may help organizations better serve current clients by distributing value-added content or provide more effective communication.