In the coming years, the relationship between the producer and consumer are going to change as businesses enter into the new internet age, in this computer age the businesses will shift from traditional brick and mortar model to new virtual space.

Silky Terrier Dog Breed Playing Aro... Silky Terrier Dog Breed Playing Around
Twenty-one years back they were only a few people that predicted the growth of the internet at that time, most people were skeptical about the internet and considered it a bubble that’s going to burst.  Silky Terrier Dog Breed Playing Around

The emergence of the internet has changed the business structure and digitalized the processes. Many industries were born due to the emergence of the internet, such as E-commerce, digital marketing, cybersecurity, and machine learning. The Internet enables the organization to enhance its business activities in a cost-effective and efficient manner. 

Digital marketing is one of the hottest topics in business, every company wanted to create its digital footprints on the internet. After the pandemic, every organization wanted to have its digital identification to survive. According to Forbes, in the US, approximately 81% of people considered E-shopping more effective than physical shopping.

In this article, we discuss how the internet has changed marketing and what strategies should companies follow in order to survive in the business. 

Evaluation of Digital Marketing 

In traditional media, there was a one-way communication process, the companies cannot measure the effectiveness of their marketing campaigns through changes in sales value.

Digital media provides a two-way communication process; the companies can interact with their customers, can collect their feedback, and can design products considering the needs of the consumers. 

Before internet ads or marketing campaigns were designed based on the selected group of people living in a selected geographical area, but after the emergence of the internet, the domain of the products is globally stretched the ads are designed considering the global consumer market. 

What is Digital Marketing 

The marketing that is achieved through digital platforms is called digital marketing. They are different mediums of digital marketing such as social network sites, mobile apps, and search engine. 

Benefits of Digital Marketing   

• Digital Marketing has shown that it’s the most cost-effective and productive way of doing marketing. In past, large corporations can only afford to conduct marketing campaigns and published ads but now through digital media, small and startups can conduct digital marketing campaigns. 
• In the traditional mode of marketing, there was no scale for measuring the effectiveness of the marketing activities. Digital marketing activities can easily be measured. That’s why the ROI of digital marketing campaigns is greater than that of traditional marketing. 
• One of the biggest benefits of digital marketing is that it allowed selecting the target market. Through SEO and selected digital market tactics, we are able to select the target market. 
• Digital marketing enables the product to have a global market, whereas the traditional model of market restricts the product to a limited geographical location. 

How the Internet has changed the Marketing Mix 

They are four important Ps of marketing. We will discuss how these Ps are affected due to the internet. 

• Product  

The internet has digitalized the core product; traditionally products were considered to be physical, but through digitalization, the structure of products is changed. For example, kindle digitalized books, Spotify or iTunes has digitalized the music industry and Netflix has digitized the entertainment industry. 

The internet has also provided the opportunity of customization of physical products such as Tesla provides an option that customers can customize their cars through the internet. 

• Pricing 

The internet providing pricing transparency, this protects buyers from buying expensive products. The Internet provides enhanced pricing knowledge to the customers. Digital marketing removes all the physical barriers and reduces the operational and variable costs. 

They are many sites such as E-bay that provide auction options these sites give the power of pricing to the customers. Through dynamic pricing, the prices of products can be changed in real-time based on the demand of market forces.

In traditional businesses, the pricing power was in the hands of the producers, they can create a cartel to control the prices, but in the internet era, this power shifted into the hands of consumers. They can now control the pricing of the products. 

• Place 

In the era of the internet physical boundaries have been vanished, the internet allowed the product global presence. Traditionally the products used to flow through the intermediates, but the internet removes all these barriers. The buyer can directly sell its product to the consumers. 

• Promotions

The Internet enables to design of customized promotions based on the target market. In the traditional mode of marketing, the marketing promotions were homogenous, but now the marketing campaigns can be designed based on customer social activities. 

The internet has shifted marketing activities from physical objects to digital networks.  

This showed how the internet has contributed to the evolution of marketing activities.