Product innovation and upgradation is essential since the customer knowledge, awareness increases with the help of digital marketing. Buyers become more alert on the range of brands available in the global market and what their features are. Hence, companies match up their research and development with product or services with the growing customer needs leading to mass customisation (Weber, 2009).Pricing is not constant at a particular market in a given period of time due to greater customer options and knowledge. For example, the airline industry continuously changes its pricing depending on the number of seats available and the emergency of booking. Therefore, if a ticket is booked a month prior to the travelling date, it’s cheaper since the availability is high whereas if it is an emergency and booking need to be done a day before travelling, the price increases (Adamson, 2008).Digital marketing place is common for all products and services. Therefore, the outbound logistics such as the distributors, retailer and wholesalers come together at a common platform giving rise to a unified place for buying and selling globally. A product which has not yet been launched in a particular country might be available for purchase there through a unified online market place which is the internet. For example, if an individual living in India needs to buy a product which is available in the United States, does not need to travel there to a store but can purchase it from eBay or Amazon which are open 24/7 and get a home delivery free of cost which saves time, money and energy (Adamson, 2008).Promotional techniques have achieved its new height through digital marketing. The promotional reach, avenues has increased at a greater pace. Social media like Facebook, Twitter and YouTube is one of the most successful promotional platforms which have connected millions of customers all around the world through one medium (Adamson, 2008).Figure 2 above explains the different types of digital promotional tools used for marketing. Advertising is the most common way of digital promotion. Organisations or brands promote their website in internet through Google Adwords ( Adamson, 2008). Displaying contact number of companies on web pages is a common way of selling a product or a service through internet. Sales promotion like offers and discounts are advertised either in the company websites (e. discounts on sports gears by Nike) or
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