Competition, high costs and rivalry among firms demands that organisations establish long-term relationships with the customers to be able to retain and increase their market shares (Casalo et al. With relationship marketing winning, businesses are turning to digital marketing to understand consumers’ behaviours and to encourage brand loyalty and involvement. Additionally, digital marketing derives some benefits such as the perceived value, customer loyalty, and commitment. Customer loyalty can be defined as the perceived form of re- purchasing behaviour that reflects their conscious decision to continuing purchasing the same brand of a product (Jakoby and Chestnut, 1978).Digital marketing tools are considered to be the most valuable in marketing activities, especially in those organisations that depend on the technologies. For instance, with the digital marketing, the organisation stands to benefit from increased revenues. This can, however, be achieved by building of the productive websites, provision of the social technologies, and mobile tools that can maintain continuous connections with the customers (Fosdick, 2012). Some of the valuable marketing activities that are used by the organisations as a result of the digital marketing include; use of the E-services such as the element of the e-tailing, service delivery and customer support and service (Fosdick, 2012). This, therefore, explains how good or valuable the digital marketing is to the businesses.The use of the digital marketing channels in marketing is fast becoming an essential ingredient of strategy for many organisations. For instance, the car manufacturers companies use the internet and the email in launching their new models, as well as engaging and interacting with their customers through their websites and emails (Reza Kiani, 1998). More specifically, BMW uses the mobile portal in distinguishing itself from its competitors to provide the customers with the pictures of the new models, services, and games. Additionally, companies like Nike targets the youth through the digital marketing by launching the digital spring fashion show that allows the consumers to use the brand’s latest fashion catalogue online to create their photos and virtual identity (Hargrave-Silk, 2005). On the other hand, Canon iMage Gateway helps its consumers share their digital photos with their friends through online platforms. L’Oreal’s brand Lancome uses the email newsletters in order to
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