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According to (Kotler, et al. 2008), Digital marketing involves communication between customers and marketing channel, on a one on one basis, its often in real time, to maintain relationships and to generate measurable replies and/or transactions using electronic network tools and technologies. The idea of digital marketing has grown in several businesses and is becoming more popular and important than before. For instance, in my company we measure social media engagement and penetration by the number of persons following us divided by the number of person using our network. We also set monthly targets to ensure that we are getting more followers. However, there are some opportunities and challenges in order to use this idea of modern advertising. (Klososky 2011) states that “social technology tools are complex and have the ability to change an economy that it is in chaos to one that is manageable and predictable”. For example, with digital marketing, businesses have the means and ways to manage opportunities and challenges and help the business with increasing their sales targets by using these social platforms, such as social media and social network sites.
On the other hand, (Annika Ravald, Christian Gronroos 1996) indicated that “digital marketing opportunities for businesses are divided into two parts, which are the pull and push digital marketing.” Businesses using the pull digital marketing will publicize their business, products and services by using blog marketing, advertising and personal interactive television and smart advertisement on the web. Whereas, businesses using the push marketing will publicize their business, products and services by using mobile marketing, text messaging marketing, multimedia messaging and the broadcasting of recent news.
Furthermore, A problem companies may face is there are a number of wealth of technology opportunities and selecting the correct solution for specific marketing goals and data needs. For example, companies can have challenges with digital marketing because there don’t understand modern technology tools and trends. In addition, a problem that companies may face us fraudulent activities and online scam. Some customers are not familiar with the internet and may still prefer to purchase products in store instead of online. Another disadvantage, would be the set-up cost to build a website.
In conclusion, companies advertising on the internet can sometimes get the best possibility of targeting customers. Its also a good way for them to get their business out there to target customers internationally. The cost of promoting their products can sometimes be cheaper than using traditional marketing like newspaper ads and radio ads. However, there are still a number od disadvantages that a company can face. My suggestion to a business looking to go into digital marketing would be to gather as much information as they can get on their target audience and research the tools and trends before advertising.