Digital Marketing Activities (Essay Sample)

DIGITAL MARKETING
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Digital Marketing
In modern business environment, digital marketing is proving to be the most vital tool to reach out to customers. However, most organizations fail to realize that the mere presence of a brand or product on the Internet is not sufficient. In fact, much more needs to be done to win the heart of consumers. Customer engagement is the key to influencing customer purchasing decision when undertaken creatively and strategically (Maranga 2014; Chaffey 2019). Pimped advertisements punctuated by eye-catching phrases may be appealing but may not necessarily translate into the desired sales. An astute marketer should understand that customers do not wake up to buy a product. Therefore, the specialists should adopt a strategy and an action approach that are mindful of the customers’ attitudes and tastes and that will provide the highly quality customer experience.
Many businesses use digital marketing to reach out to their clients and get feedback on their products and services. Such a measure allows to determine their perception, demonstrates their value, and thus, increases customer engagement. However, what should a marketer do to influence a consumer’s purchasing decision? First, identify and appreciate the phases of the decision-making process (Court et al. 2009). The stages include initial consideration, active evaluation, closure, and post-purchase. The technique that a marketer employs at every phase determines whether potential customers are converted into actual clients. In fact, customers need more than a presentation of a commodity to make a purchase decision. Marketers need to “adjust the tactics to improve the brand’s influence on consumer purchasing decisions” (Maranga 2014). A good marketer should avoid self-praise and focus on what is the most appealing to the potential and ex