Is digital marketing a force for good or evil Use academic references Essay

Is digital marketing a force for good or evil Use academic references and practical examples to critically address this question - Essay Example nique that is used for the promotion of the products and services using the database-driven online distribution channels so as to reach the consumers in the relevant, cost-effective and personal manner. The digital marketing includes: online marketing such as website optimisation, Search Engine Optimisation, Video Search Engine Optimisation (VSEM), Social Media Optimisation (SMO), blogs & forums, online display advertising, and email marketing, mobile marketing such as messaging, mobile internet, and App Advertising, eMedia marketing such as video, audio, and the content delivered through the electronic devices. Despite businesses changing drastically into the digital marketing, the digital age has brought both the good and evil part. This paper will investigate the good and evil part of digital marketing. The emergence of the digital marketing has changed the modern market. Despite some of the limitation of the digital marketing in terms of the bandwidth, the diffusion and the technological issues, many of the offline transactions are now being replicated online in a quite successful manner (Boone, & Kurtz, 2013). Though this is comprehensive, it’s not yet exhaustive. The value of the examination of the list of the dual platform behaviours recognizes that digital marketing can affect certain aspects of the marketing behaviour via its unique features it presents to consumers, both negatively and positively. The increased competition, high costs and rivalry among firms demands that organisations establish long-term relationships with the customers to be able to retain and increase their market shares (Casalo et al., 2008). With relationship marketing winning, businesses are turning to digital marketing to understand consumers’ behaviours and to encourage brand loyalty and involvement. Additionally, digital marketing derives some benefits such as the perceived value, customer loyalty, and commitment. Customer loyalty can be defined as the perceived form of re-