Digitalization in Marketing

Digitalization in Marketing | Role, and Impact in 2024

Today, every business is striving to stay ahead of its competitors. But without employing digitalization in marketing, it becomes challenging for the company ever to achieve it.

 For instance, you have implemented a great outreach marketing tactic, but then how will you determine if your marketing campaign is effective if you have no clear way to track its performance metrics.

There comes the role of digitalization, where you use digital tools in your marketing campaigns. Then, you can efficiently target the right kind of audience for the products or services you are offering. For example, you will find your website handy when it comes to directing prospects to your physical store. In that case, if you fail to seek digital marketing tactics such as SEO, pay-per-click, or email marketing, then you are still way too far from your competitors.

Before we move ahead and look at the role and impact of digitalization in marketing, it is imperative to understand the basics first.

What is Digitalization?

What is Digitalization?

Digitalization is the method of converting materials or data into digital format. Simultaneously, digitalization applies these digitized materials to encourage business function.

Benefits of Digitalization:

There are several benefits of using digitalization in marketing and advertising.

  1. Cost of marketing and advertising is more affordable – Small businesses as well as start up companies and corporations can easily implement it without going too deep into their pockets to manage advertising for their products and services.
  2. Outcomes are more quantitative. You can now respond to the question, “Which half of your advertising spend is driving results for you?”
  3. Enables more precise targeting – reach your ideal consumer with accuracy.

Examples of Use of Digitalization in Marketing

The most prominent marketing examples using digitalization have been social media marketing, Google advertising, and Facebook. Other examples incorporate Facebook/Google Analytics and other data analytics tools and platforms.


Role Of Digitalization In Marketing

1. Quick Customer Feedback

Quick Customer Feedback

Digital marketing leads to direct communication with your current and proposed clients. This direct interaction and engagement present businesses with quicker customer feedback than applying conventional marketing tools, especially when integrated with customer feedback tools.

Now customers can state their point of view and feedback about their experiences, what they think about the product and what features they require in upcoming launches/versions. Customers can get instant advice from online customer service representatives. One way businesses are achieving this is by integrating a CRM solution to complement their marketing efforts. New product designs can arise from an instant chat with a current customer.


2. Short Term Planning

In this evolving, challenging, and competing economies and business environment, short-term planning has become important as it limits taking uncalculated risks. It also presents the businesses with prominent and optimal use of available resources with a short-term planning strategy. Moreover, good marketing and strategic business results can lead to a smart, professional competitive advantage.

 3. Customers Are Easily Accessible Through Digital Means Of Marketing

Digitalization has made it way easier to access your customers. Now you must be wondering why we are emphasizing so much on digital means because of the increasing number of tech users and their high engagement with digital means. Such as smartphones, iPods/ iPads, laptops, notebooks, mobile phones, and smart TVs have produced a great opportunity for business experts to utilize digital media to support their products. 

As a result, reaching the target market and connecting with contemporary and prospective customers becomes easy. In the meantime, customers have a more comprehensive choice through web surfing to reach and find out more information about different brands and companies within seconds. Now, websites are considered an open office of a business organization; working 24 hours a day involves 365 days open by providing access to current and new customer base.

4. Referrals And Huge Client-age Reach With Low Budget:


Today, social media lovers and users have become great sources for creating referrals. Also, keep in mind that quality products play a significant role in spreading the word and building brand awareness through referral marketing. Several social media users generate word of mouth. 

Moreover, digital marketing leads to extensive communication coverage while communicating the company’s message to a mass market on a low-cost budget. It also involves some free-of-cost online marketing and promotional tools like websites. 

The digital marketing budget has been deemed comparatively less than the budget of conventional marketing. Bulk SMS and email campaigns on a small budget can reach a massive number of customers. Email marketing has been in usage not only by SMEs but also adapted by big organizations.

5. Digital Branding More Effective

Digital Branding More Effective

Digitalization in marketing is way more effective through frequent digital marketing campaigns. It further leads to more visibility of brands in digital media than conventional marketing tools. Understanding various brands on digital media every day and frequently generates good associations with current and future customers.

 It provides a great push-up impression and builds strong brand building through digital marketing. It comprises various buyer personas from brand recognition, purchasing to brand loyalty.

6.  Productivity Enhancement Through E-Learning:

Productivity Enhancement

Today, the e-learning platform has become a source of productivity and generating great value for business stakeholders like Google Certifications for professionals and students. Businesses require highly advanced and creative professionals to compete globally in the busy schedule of business experts and competitive environments. Therefore, self-paced and boundary-less knowledge can be a tactical and necessary business advantage for small and medium enterprises.

7. Impact on Business Intelligence

Business Intelligence has highly important in global economies. Businesses with more reliable and strong Business Intelligence are more contentious and long-lasting than those vulnerable in Business Intelligence. Digitalization has been playing its role in remodeling simple businesses into highly intelligent businesses that take over their contenders and provide strategic leadership in the industry.


8. Efficiency in Business Activities

Digitalization means bridging the gap in the efficiency of business activities. Monetary transactions and ERP implementation from production to shipment tracking let a business work smartly and enrich business efficiently. Lowering cost, less utilization of resources, and better yields are the key advantages for a business having great power in digitalization. This also improves the BPI, i.e., Business Processes Improvement, a key symbol of business competitiveness and value creation.

9. Higher Customer Satisfaction

Customer happiness and satisfaction have been a major focus for businesses in the current global business economy. Digital marketing can generate greater customer satisfaction by using all updates and most advanced info about the brands they utilize and like via emails, SMS, e-Newsletters, and telemarketing/contact centers interactions. All these actions play a long-lasting impact in building customer satisfaction. In addition, we can further analyze the customer’s and visitors’ rating of websites, products, information, interaction with online agents, etc. that is a chief cause of customer satisfaction.

10. Future Insight With Analytics

Digitalization in marketing has paved a great way for future insights with the analytical platforms obtainable on digital marketing channels. Like LinkedIn, Facebook websites and SEO analytics, and Bing/ Google digital marketing campaigns by the analytic specialists for future forecasts about the marketing actions and future brand-building plans. The data has been an excellent source to work better and generate good business while exploring new markets at the same time. Thus, embracing future business challenges has paved the way for digital marketing experts and business stakeholders.

Impact Of Digitalization in marketing

Marketing is now rapidly evolving into a society driven exceedingly by technology. As a result, all sectors are moving towards digitalization. Be it the education sector, the agricultural sector, or the business ecosystems; it has an impact on all sectors.

The importance of digitalization in developing business ecosystems is growing day by day. Accommodating technology has been demonstrated to be a beneficial factor in the graphs of businesses. It makes the work systems more comfortable and less complicated; that way, people can fully focus on the work and be less disturbed by external factors that were prevalent earlier. 

Digitalization has allowed businesses to prompt communication. Businesses are presently building systems that will improve their digital growth, one of the most important factors. The world is online now, and it becomes imperative for businesses to exist online for them to exist offline. The companies are now structuring their old business strategies and including the new technological developments in those business models. 

Creating new strategies has provided businesses a new and different framework for working. With technology included on a larger scale, it has become more comfortable to scale heights and sustain the competition. On the other hand, digitalization has taken businesses to a whole diverse landscape, and it requires constant innovation in its work. Without innovations, the systems would be inactive and lead to a deteriorating graph. 

With the extent of social media, it is now a compulsion for businesses to have targeted marketing plans. It allows them to get even more leads and extends the reach of the brand or the product. Even storage devices for businesses have evolved. Almost all companies are now moving towards cloud computing technology for the management of the massive amount of data. And this cloud computing has also given start to the applications of many cybersecurity solutions. 

Digitalization has had a tremendous impact on the working and completion of business today. With more prominent applications of AI and other technologies, we may perceive the business landscape developing entirely. 


In this post, we have seen how digitalization has transformed the ways of doing business. Businesses are heading towards advanced technology to get ahead of their competitors. So, what are you waiting for? Start implementing digitalization in marketing today.


1. How does digitalization affect marketing?

Whenever we talk about marketing, going digital has lead to massive outgrowths.  Most importantly, digital media provide businesses with more precise metrics and interactivity and have opened up new marketing opportunities. So, there is nothing wrong if we say that digitalization is a powerful tool.

2. What is the difference between digital marketing and traditional marketing?

The major difference between digital and traditional marketing is how an audience meets a marketing message. If we talk about traditional marketing, it employs traditional media like magazines and newspapers; on the other hand, digital marketing utilizes digital media, such as social media or websites.


Shivani is a content writer at InviteReferrals. She writes SEO articles, blogs, and guest posts for businesses to improve website ranking on SERP. She follows a balanced approach for the quality of content and its marketing. She loves to do creativity, although she had an English major in her graduation.