Digital marketing presents opportunities and challenges to Essay - 2

Digital marketing presents opportunities and challenges to organisations - Essay Example 198). Yet, to obtain the advantages of digital marketing, organisations should add interactive media into their current marketing and business strategies, which is not easy to accomplish. Many companies are having difficulties developing their digital marketing strategies. Studies are being carried out to identify new marketing tools that will contribute to the development and implementation of digital marketing tools. The intention of this discussion is to describe the opportunities and challenges presented by digital marketing to today’s companies by using two concrete examples, Amazon and American Airlines’s SABRE. Various scholars and researchers have identified and described the opportunities and challenges of digital marketing. Digital marketing has created new means or outlets for advertising, selling, and buying. It allows the customer to access an incredible amount of information in an accessible and convenient way. Customers have the chance to look at products and/or services based on their wanted features, such as price, quality, functionality, and others. Customers can use it to get product reviews, or to know about the experiences, opinions, and/or ideas of other users (Urban 2004, 18). Digital marketing has given the end user some control, bringing about an enormous change in marketing processes. By using digital marketing companies can gain competitive advantage through greater customer satisfaction. In addition, digital marketing could be a simple tool for companies since the ‘digital’ feature of marketing allows further technology advances. Because the Internet facil itates two-way communication directly and quickly, implementing digital marketing strategy can occur faster than earlier marketing tools and are at times less costly. The best feature of digital marketing is its ‘instantaneousness’, hence allowing quick response from customers (Morris 2002, p. 205). On the