The Benefits of Digital Marketing Essay Example | Topics and Well Written Essays - 2000 words - 1

The Benefits of Digital Marketing - Essay Example Most organizations seem to be heading towards digital marketing since it is proving to more effective as compared to other methods of marketing (Thomas, & Housden, 2011). Digital marketing refers to the marketing and promotion of goods and services through the internet and other digital means such as television advertisement, computers, digital billboards, Smartphones and any other devices that have the ability to combine sound and images to deliver a certain message. Digital marketing enables the organizations to engage themselves effectively with the customers in a manner that is cost-effective, timely and usually relevant. In addition, digital marketing brings the customers closer to the organization. Some digital means such as internet marketing gives the customer a chance to give his view over a certain product or services or even suggest what they might need to be done to increase their satisfaction. This is important since it makes customers feel they are part of the organizat ion and that they are being considered as important stakeholders (John and Jones, 2009). Digital marketing presents the organization with numerous opportunities to expand their operations and gain a competitive advantage over their competitors (Henderson, 2005). Apart from improving the relationship with its customers, there are numerous other opportunities that an organization can realize from digital marketing. This essay is a report on an investigation of the opportunities to an organization that chooses a digital approach to market its products and services. The organization to be investigated is Walmart. Background of the organization Wal-Mart Stores Inc is a retail store based I the United States of America. It has a global presence operating in about 15 countries worldwide. It is a public corporation and is ranked third among the top public corporations in the world after Exxon Mobil Corporation and Royal Dutch Shell. Its shares were first traded on the New York Stock Exchang e in the year 1972. No other retail store in the world is larger than Wal-Mart. In addition, in terms of private employers, Wal-Mart ranks first with more than two million employees in all its stores worldwide. Wal-Mart, a family-controlled company is among the most valuable companies in the world Walton’s family controls 48% of the company shares. Sam Walton founded the company in the year 1962 and then it was incorporated in the year 1969 (Walmart, 2012). The company offers a wide range of products in all its stores worldwide. For instance, the company is known to be the largest grocery store in the United States of America. It also sells household items such as furniture and utensils, electronics, jewelry, clothing, baby products, beverages, beauty items as well as pharmaceutical products. In addition, the company also offers a number of services. Among the services include; photo services, paint mixing, and Marlin travels. In addition, the company has a regal nail, salon, and spa, a program that offers services such as manicure, pedicure as well as nail care services (Walmart, 2012). The company offers its products and services to a wide range of customers. It targets the youths, the old as well as children. This is a strategy that has helped it gain a large share if the market. It offers almost anything that people from different age groups are likely to buy. It has a marketing strategy that has been of much benefit to its operation and that has contributed to its global growth making it one of the biggest companies in the globe (Walmart, 2012). For instance, it offers its products and services at a relatively lower price as compared to its competitors.