The study recommends that firms should only put their resources on those digital strategies that have greater impact on sales performance. . In order for digital marketing strategies to be effective, all the stakeholders have an obligation to support the adoption and implementation of digital marketing processes as no department within an organization is independent. Due to the high growth rate of social communities most businesses ought to realize the potential of digital marketing in reaching the larger audience. The study recommends that the sooner the marketers dive in and begin experimenting in the Digital Marketing Platforms, the more successful they will be in the future. The use of digital communication platforms is important to organizations so as increase their visibility and increase their customer base and improve on the sales performance. The study further recommends that organizations should come up with digital marketing strategies such as driving traffic. This includes keyword strategy where the organizations insert related keywords into content will help your content and website show up in more search results, this leads to higher volumes of web traffic. Website optimization is also recommended to ensure that their website is optimized and functioning at its best is essential since people don’t want to visit a website that doesn’t work properly. Paraphrase the above statements

The relationship between Digital Marketing and organizational Performance Companies are aware of the need to adapt to the rapid adoption of digital marketing use if they want to grow and compete against their competitors however, as highlighted by Malesev & Cherry (2021). It’s all well and good knowing the benefits that digital marketing holds, yet for organizations to be able to leverage these favorable conditions, they need to develop relevant digital capabilities (Tolstoy et al., 2022). It is quite clear that although the importance of digital marketing is known, teams are struggling to maximize its potential. What the value of each channel is in serving business clients, how to seamlessly integrate those channels in (existing) structures, and how to optimize conversion from one point to the next is far from clear from extant knowledge (Herhausen et al., 2020). The usage of digital media has altered the manner in which marketers interact with customers today. This shift in marketing has contributed to the explosive rise of digital ads, indicating the effectiveness with which digital marketing reaches target demographics and meets growth objectives such as brand exposure, lead generation, customer engagement, increased revenue, and lower support costs (Ritz, Wolf, &McQuitt, 2019). According to Sharma and Thakur (2020), digital marketing is a relatively new phenomenon in marketing strategy that facilitates promotion and interactions with customers through innovative advertising such as targeted display advertisement (personalized content, time, and delivery) on digital platforms such as social networking (Facebook, Twitter, Instagram, LinkedIn), blogs (Quora, Pinterest), multimedia advertisement, online search engine commercials (Yahoo, Google, Bing), e-mail marketing, and e-commerce (polls, gaming, and mobile marketing) (Lee & Cho, 2020). Currently, the digital economy leads to enhanced competitiveness, owing to the importance of digital platforms in terms of organizational performance and growth (Garcia, Lizcano, Ramos, & Matos, 2019). The environment in which firms operate is always changing, with organizations re-evaluating their operations as the fast rise of information and communication technologies (ICTs) affects the character of business on a daily basis, giving attractive growth opportunities (Pandey, Nayaland, & Rathore, 2020; Telanga,2018; Kedar & Sathe, 2016). This concept has caused many organizations to consider how digital platforms may be strategically used to their advantage in order to maximize performance (Shirisha, et al.., 2018). From the above literature review draft a conclusion in one paragraph with references

Areas of Further Research in digital marketing and organizational performance

5 Recommendations for the study about the impact of digital marketing on organizational performance

Re: Discussion Assignment by Kerovin Owuor - Monday, 27 May 2024, 8:35 PM In my professional experience, technology was a significant force that prompted organizational change. I worked at a mid-sized marketing firm where we transitioned from traditional marketing strategies to a more digital-focused approach due to advancements in digital marketing technologies. This change was necessary to remain competitive in an industry increasingly dominated by online and social media marketing. The primary reason for this change was the widespread adoption of digital platforms by our target audience. Traditional marketing methods were becoming less effective, and there was a clear shift towards online engagement. To maintain our market share and continue to grow, we needed to embrace digital marketing tools and platforms such as social media advertising, search engine optimization, and data analytics. The result of this change was a significant improvement in our marketing campaign effectiveness and a broader reach to our target demographics. We were able to offer more personalized and data-driven marketing solutions, which enhanced our clients' satisfaction and led to an increase in revenue. However, this transition was met with resistance from some employees who were comfortable with the traditional methods and hesitant to adopt new technologies. The resistance stemmed from a fear of the unknown and a lack of digital skills. To overcome this resistance, the company implemented a comprehensive training program to up-skill employees and ease the transition. We also involved employees in the decision-making process by seeking their input on the new tools and platforms. This participatory approach helped to alleviate fears and foster a sense of ownership over the change. Over time, as employees became more proficient and saw the benefits of the new approach, resistance diminished, leading to a more innovative and adaptive organizational culture. Reference: - Kotter, J. P. (1996). Leading Change. Harvard Business Review Press.

• The effect of digital marketing strategies on the competitive advantage in an organization • The impact of digital marketing on business development • The relationship between digital marketing and consumer purchasing decisions Paraphrase the above statements