Digital Marketing Optimization

Digital Marketing Optimization

Neha Jain (Jaypee Business School, India), Vandana Ahuja (Jaypee Business School, India) and Yajulu Medury (Jaypee Group, India)
DOI: 10.4018/978-1-4666-8133-0.ch008


Digital marketing is a proliferating field that has opened new challenges for marketers. These challenges address concepts of website navigation, searchability, and garnering online traffic –issues that are critical to any organization's online presence. This chapter identifies website characteristics, studies the role they perform in the context of an organization's virtual presence, and proposes the creation of a framework that aids organizations in optimizing their digital marketing strategies for better return on investment.
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Literature Review

The foundation of every online business is the e-commerce website that it creates. Once the website captures the attention of the visitors, they should feel the need to explore further. This feeling comes with good design, speedy navigation on the site and easy to understand instructions. The e-commerce specialists know these facts and therefore, they have the right kind of tools with them to “read” the mind of the users and to set up a site that would be beneficial to the client. In such scenarios, the experts look at the already running website and try to determine the reason for the lack of traffic (, 2013).

The Digital World

The internet has been identified as the world’s fastest growing market place with an enormous increase in the globalization environment for marketing products and services (Domains, 1999). Projected estimates indicate that the worldwide internet population may reach 1.35 billion by the end of current year (Internet World Stats, 2010; eTForecasts, 2004; Gong et al., 2007). The internet today has been hailed as the single most important invention of the 20th century and digital marketing is transforming companies, customization and advertising (Majumdar, 2010). There seems to be rapid adoption of the internet by consumers for various purposes, including information search and online shopping (Ranganathan & Ganapathy, 2002).

Consumer behavior has changed dramatically in the past decade. The present day, consumers can order many customized products online, ranging from sneakers to computers. Many have replaced their daily newspapers with customized, online editions of these media and are increasingly receiving information from online sources (Schiffman & Kanuk, 2009). If nowadays, experts want to identify the most profound influences on consumer behavior in recent times, the answer would be the internet. One reason the internet is dramatically changing consumer behavior is that it helps us to search more easily and efficiently than ever before (Roger et al., 2006).

According to one report, internet household penetration in India reached 42 million households in 2007 (Internet Usage, January 2009), and there will be about 10.5 million broadband households in India by 2011 (, January 2008). Worldwide, more than 540 million people now have Internet access.

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