TECHNOLOGY

Technology

[Name of the Institute]Technology

Technology

The technology is changing every day and, the company has to incorporate itself with the latest technology and trends of the market in order to stay competitive. More and more users are switching form obsolete products to the new high-tech products such as touch phones. (Adrian 2002, p.15)The available access of Internet and its growing usage is an indication of the new, potential market of customers.

Digital Marketing

Digital marketing technology is an important new medium of communication between the consumers and the producers to market their products. The digital marketing is a new medium that use different mediums of marketing for introducing the products and services to the customers. There is a growing number of SMEs in the world that are mainly operating at small scale. These SMEs are diverse in their nature and needs to adopt different channels for advertising and marketing their products. The digital marketing has proved to be a successful channel for the small and medium sized enterprises (SMEs) to market their products and increase their sale (Autor, 1997, pp: 36).

The Internet allows SMEs to reach consumers on a level beyond the scope of traditional media. The popularity of advertising through websites stems from the passions and interests of consumers who need their daily fix of information that has traditionally come from newspapers, television, magazines and telephone services. In an effort to understand the marketing strategies of the SMEs, Brown (2003) conducted an analysis of online marketing efforts of different organizations in the United Kingdom to determine what each SME's primary objectives are for choosing the digital marketing technology as their primary advertising medium. It was found that the majority of SMEs consider the two most important objectives for establishing an online presence are providing information about the organization and generating positive awareness.

The raised competition in the market has made these small and medium sized firms to adopt new and different means of technology for introducing and advertising their new and old products and services that are cost effective as well. The effectiveness of digital marketing cannot be ignored not only for the SMEs but also for the large firms that need cost competitive strategies. This new channel of marketing has proved itself to be cost effective and easy to use for the officials. The digital marketing includes advertising through the digital display; internet and other mediums like mobile phones, radio and television. All these channels of marketing are considered to be very important for increasing sales of the SMEs. Moreover, it is largely believed that the future of the SMEs lies in the E-marketing that is widely accepted among the market leaders.

However different critics have observed the An exhaustive body of literature exists on how SMEs can effectively utilize the Internet as their primary marketing medium. This is no surprise since the Internet has grown at a more rapid pace than all other forms of electronic technology as well as all other communication media. With the widespread development of the ...