Role of digital marketing and web analytics in shaping market strategy

Abstract

This report is a part of Contemporary Concerns Studies which was commissioned to examine the role of Digital marketing and Web Analytics in shaping marketing strategy of an organization. The research draws attention to the fact that global internet usage in 2015 will reach to around 3 billion and about 40% of the world’s population will be exposed to the online content which include PC/Tablet users, Mobile Users, and Internet Café. Hence it’s imperative for marketers to focus on this channel as they provide cost and ROI advantages over traditional marketing channels being used. In this report we tried to answer few critical questions Q1:Not all digital marketing methods are beneficial in a particular industry context. What is the optimal digital strategy for firms in different industries? e.g. for automobile sector, twitter/facebook promotions is a better strategy and for FMCG online advertising is a better strategy. And Q2: The trend shift in marketing so far has been: Traditional Marketing -> Digital Marketing -> next what? Big data /cloud computing. How the marketing strategies are likely to shape up in future? The study reports that there is no fixed method or formula which can be used by companies to market their product, each Digital marketing platform has its pros and cons and depending on the product to be marketed these channels can be utilized optimally to create awareness around the brand. Few trends are also highlighted in the report specific to some industry where use of certain channels is predominant and provides better ROI and engagement with the customer which are discussed in detail in the report.