n‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍eed discuss replay with Harvard refrances — Digital platf

n‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍eed discuss replay with Harvard refrances — Digital platforms are becoming one of the main channels for businesses to reach out to customers, to increase their customer base and to penetrate new markets. Despite the need for the mixed marketing model as some customers search online, collect required information to make an informative decision then execute offline a practice known as Research Online Purchase Offline (“ROPO”) (Chaffey, 2017), the movement towards digital channels in general and social media channels specifically has increased. According to (Jain, 2018) two-thirds of internet users worldwide frequently visit social media channels which allows marketers to have an open channel to extend the awareness of brand, products, offers and subsequently increase sales whether online or offline. Growth Attributes With digital platforms, marketers can gain insight into what their customers are interested in and how they interact with the product. Besides having a wide range of marketing channels online, there are a lot of benefits that comes with digital approaches of marketing including targeting specific audience based on their previous research and interests, cheaper customer acquisition cost, accessible to wider client base and easy to alter marketing strategy amongst others (Taherdoost & Jalaliyoon, 2014). Furthermore, digital marketing provides instant feedback from customers which allows for early corrective strategy or marketing plan actions. The social media marketing proved to be a fast method of word of mouth (WOM) even though some marketers may think it’s a waste of time and ignores the traditional marketing power (Chaffey, 2017). One of the reasons that led to growth in digital marketing is the growth of e-commerce as they seem to be interconnected. According to (Donni et. al., 2018), purchase intention is greatly affected by the customer’s online search and time spent browsing e-commerce websites. Barriers and Limitations While digital marketing provides a wide range of opportunities, it comes with its own set of barriers and limitations. One of the major limitations experienced by digital marketing is that internet has a lot of clutter and it is difficult to make an advertisement stand out. Furthermore, the brand image can easily be harme‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍d by bad reviews that goes viral or bad eWOM (Desai, 2019). Furthermore, security of personal information and privacy are crucial for customers when it comes to using and sharing customers browsing data. Therefore, marketers should be skeptical when using these data (Dastane, 2020). Further limitations include easiness to copy marketing campaigns by competitors, highly dependance on technology which is subject to errors, lack of trust and finally the fact that internet marketing is not yet embraced by all customers (Yurovskiy, 2014). In your opinion, what would make an online campaign skeptical from customers point of view? References: Chaffey, D. and Smith, PR. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 5th ed. Oxon, Routledge. Available on Bookshelf. Accessed [27 Nov 2021] Dastane, O. (2020), Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy. Available at: Accessed [28 November 2021] Desai, V., (2019) Digital Marketing: A Review, International Journal of Trend in Scientific Research and Development, Special Issue. Available at: Accessed [28 November 2021] Donni, R., Dastane, O., Haba, H. F., & Selvaraj, K. (2018). Consumer perception factors for fashion M-commerce and its impact on loyalty among working adults. Business and Economic Research, 8(2), 168-192. Available at: Accessed [ 28 November 2021] Jain, A. (2018). Role of Social Media in Business Development, A study. Surya The Energy. 4 Issue -3. Available at: Accessed [28 Nov 2021] Therdoost, H. & Jalaliyoon, N. (2014). Marketing vs E-Marketing. International Journal of Academic Research in Management. 3. 335-340. Available at: Accessed [28 November 2021] Yurovskiy, V. (2014). Pros and cons of internet marketing. Research Paper, 1-12. Available at: Accessed [28 Novem‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ber 2021]