Hospitality Involvement of the Digital Marketing

Question: How has digital marketing changed the way that businesses compete with each other and what challenges arise that these businesses need to take into account in order to compete effectively over the Internet? Answer: Introduction: Over the past decade, the digital marketing has been playing an integral role for most of the industries in enhancing the business opportunities in an efficient manner. With the involvement of the digital marketing, the organizations enhance the demand of the business through the power of the internet (Chaffey, Smith and Smith 2012). Most of the business analysts have agreed with the fact that the digital marketing indeed adjoins values in the form of time, attention, and the advocacy. Due to the increased demand for the digital marketing, the business execution process has been radically changed. Unlike the traditional marketing process, the digital marketing indeed facilitates the organizations in spreading the product and service knowledge to the large demographic market as well as in the international platform (Ryan 2014). Hence, it can be assessed that the digital marketing has changed the way of executing business over the past few years. In this context, the impact of the digital marketing on the business has been discussed along with its possible challenges. Three important tools of the digital marketing including Social Media, Video Marketing, and Mobile Marketing have been discussed in a detailed manner. Discussion: Several digital marketing tools have been enhancing the business in experiencing high-profit margin. The prime digital marketing tool is social media. Social media platforms become one of the important parts for advertising products in an effectual manner. Social media platforms are Facebook, Twitter, Google Plus, YouTube, Instagram. Most of the small and medium enterprises have been utilizing the social media marketing for spreading the product information in an inexpensive way (Taken Smith 2012). The particular platform has been providing adequate opportunities to the organizations in enhancing the brand values in the global market. Most of the business analysts have shared their point of views discussing that the social media platforms including Facebook and Twitter play an integral role in improving the brand awareness program. Besides this, it also allows the organizations to accumulate feedbacks from the customers. The particular tool has changed the marketing way in an efficie nt manner. Previously, the traditional form of marketing faces several challenges in advertising the product across the domestic and international market (Tiago and Verssimo 2014). However, the social media has brought the radical changes in the promotional process, as it allows the organizations in providing all product and service related updates to the customers frequently. Aside from this, the social media marketing has provided the organizations more freedom to interact with the customers at any point of time directly. Unlike the traditional marketing, the digital marketing techniques utilizing the particular tool indeed facilitates the organizations in fuelling the advertisement campaign in an appropriate manner (Jrvinen et al. 2012). Hence, it can be assessed that the social media has brought radical changes in the method of business execution along with the promotional activities. Due to the engagement of the social media, most of the small and medium organizations obtain th e adequate opportunities in enhancing the business opportunities in an effectual manner. Most of the industries including tourism, retail market, and telecommunication have been experiencing the enormous growth in the business due to the involvement of the social media marketing (Jobber and Ellis-Chadwick 2012). Moreover, the social media marketing also facilitates in target the international market for expanding the business. For executing digital marketing through the utilization of the social media platform, organizations often face challenges. For instance, customers often do not obtain the proper information of the products and services due to the lack of frequent update made by the management. Without providing the updated information on the social media platform, the organization would not be able to engage a huge number of customers in the business. Besides this, another biggest challenge of the social media marketing is that the organizations often face difficulties in tracking the entire process due to the huge expansion of the platform (Miller 2012). Hence, the management would not be able to identify the customers interest about the products properly. Moreover, it is important for the organization to comprehend the fact that quality of the content is more important than the quantity of the content. Hence, the discussed challenges of the social media would create difficulties for the organizatio ns to obtain enhanced outcomes at the initial stage of the process. By discussing the second digital marketing tool, it can be identified that the video marketing is being popular over the last few years. Most of the internet users utilize the online videos for obtaining the product and service information in an efficient manner (Bosomworth 2013). YouTube is one of the popular video marketing platforms that facilitate the organizations in engaging a large section of customers into the business. Besides this, most of the marketing analysts have agreed with the fact that the video marketing generates dynamic and shareable videos specially tailored to the interests and requirements of the audiences (Royle and Laing 2014.). The popularity of the video marketing has shown the face that the particular digital marketing tool has radically changed the business-execution process. By discussing the power of the video marketing, it can be assessed that the most popular video hosting site called YouTube boasts more than 3 billion videos per day, which makes the excellent lace for the organizations to target their customers (Brennan and Croft 2012). Unlike the traditional marketing tools, the video marketing is becoming increasingly popular for its aptitude to make the viral promotion of the products. Nowadays, video marketing is getting huge popularity due to the several reasons. For instance, unlike the other promotional tools, the particular marketing platform consists of different advertising channels, which frequently update the product and service information in an efficient manner. Besides this, it also allows the customers in identifying the flaws of the products by simply watching the video reviews. Hence, it can be assessed that the video marketing has broadened the opportunities for the marketers to expand their business to the large demographic market as well as international platform. Unlike the traditional form of marketing, the video platform indeed allows the organization in tracking the growth of the promotion (Fulgoni and Lipsman 2014). For instance, the most popular video platform YouTube has the popularity measurement scales including like and dislike buttons through which the organization could understand the popularity of the product in an efficient manner. Although the video marketing facilitates in enhancing the product promotion, it includes some drawbacks that could affect the business gradually (Kavoura and Stavrianea 2014). There are numerous channels reviewing the products of the company. Hence, customers get confused by watching several reviews of a particular product. Consequently, it indicates the difficulties for the organization in capturing the audiences within the short timeline. Besides this, most of the audiences avoid watching long duration advertisement videos. Hence, they skip the video promotion. On the other hand, most of the organizations do not focus on updating the contents on a regular basis, which indeed leads to the ineffective promotion of the products and services. The third most powerful digital marketing tool is mobile marketing. Nowadays, most of the organizations focus on the mobile marketing for the enhancement of the business. With the involvement of the mobile marketing, organizations could provide the update information regarding products and services. Most of the business analysts have discussed that the mobile marketing is one of the integral parts of the e-commerce businesses (Leeflang et al. 2014). Nowadays, ecommerce sites including Amazon, eBay have been enhancing the business through direct marketing utilizing the mobile advertising. Over the last five years, the demand for the mobile marketing has been increasing. The utilizations of the Smartphone devices are increasingly popular. Hence, the mobile marketing provides huge growth to the businesses within the targeted timeline. The particular digital marketing tool has shaped up the traditional form of business advertisement process. Unlike the traditional promotional tools, the mobile marketing gets increasingly popular due to its ease accessibility (Karjaluoto, Mustonen and Ulkuniemi 2015). Due to the handy features, most of the audiences feel free to access their mobile devices throughout the day. Consequently, it becomes easier for the organizations to engage customers in the advertisement process. On the other hand, the mobile advertisement indeed influences the audience to keep checking updates on their favorite products and services. Besides this, the particular size of the medium has been expanding enormously. Business analysts have predicted that by the end of 2016, more people would utilize the internet on their mobile device than a computer. Hence, it can be assessed that the mobile advertisement has brought a new way of making customer aware regarding products updates. Previously, marketers face challenges to provide products updates frequently to the customers. Consequently, it was difficult to the organization to engage the customer for the lo ng timeline. The mobile advertising facilitates the small and medium organizations to promote their products in an inexpensive way. Moreover, the particular advertising platform is a time-saving process for the marketers to promoting their products. Nowadays, most of the organizations focus on releasing their personal mobile application, which keeps updating the customers regarding products and services (Kotler et al. 2015). By discussing the challenges of the mobile advertising, it can be assessed that the particular process would not be able to engage all the customers. However, the world of technology has been changing the advertisement process of the businesses. The mobile advertisement would not provide the product updates to the customers, who do not use the Smartphone device. On the other hand, the organizations need to focus on their expenses for involving this particular platform in the business. The mobile applications are needed to be designed for different Smartphone platforms including Android, iPhone, Windows (Karjaluoto, Mustonen and Ulkuniemi 2015). Hence, it can be assessed that the mobile advertising process is considered quite expensive compared to other forms of advertisement. Consequently, small businesses face challenges to employing this particular tool of digital marketing in the business. Conclusion: By analyzing this particular research topic, it can be assessed that over the past decade, the digital marketing tools including social media, video advertising, and mobile marketing have radically changed the process of executing business. The particular paper highlights the importance and challenges of the discussed digital marketing tools. Social media provides adequate opportunities to the small and medium enterprises in enhancing the products promotion through an inexpensive way. However, the social media platforms often face challenges in providing updated information to the audiences. Besides the social media, the video promotion platform including YouTube indeed facilitates the marketers to make viral advertisement of their products and services. Finally, the mobile marketing process is the most innovative and time-saving process. However, it is an expensive process for the new entrees. By conducting the in-depth analysis of the digital marketing tools, it can be identified t hat the marketers need to involve the discussed tools for enhancing their trade opportunities within the short timeframe. Unlike the traditional marketing tools, the digital marketing instruments including Social Media, Video promotion, and the mobile advertising have been providing sufficient opportunities for promoting the products across the large demographic areas as well as in the international market. References: Bosomworth, D., 2013. 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