Proportionality between digital marketing and ecommerce with a focus on Reckitt Benckiser

Abstract

As the world is getting more digitalized; the businesses are also starting to take the same turn towards digitalization. Initially there was a time when shopping meant browsing hours after hours in shopping malls, thrift stores, street markets etc. But now, even the mere act of shopping has taken in the world of digitalization. With the introduction of ecommerce platforms such as ebay, Amazon, Alibaba, Daraaz etc, it has become extremely convenient for people to shop just by sitting home and with a touch of click on their digital devices. Although the whole concept seemed farfetched as people did not expect the rise of ecommerce due to “trust issues” of consumers but as days passed by and as life legit turned into a race leaving people with less time to spend on themselves, ecommerce began to rise and now Amazon and Alibaba are one of the biggest enterprises leading the stock market. People now prefer spending extra time on browsing and deciding on what to purchase instead of physically be present at the store to choose. This has become somewhat a blessing for many businesses as ecommerce is considerably low costing than retail markets. Now, with ecommerce another introduction has been witnessed in the business world and that is digital marketing. With the similar concept of how people spend such lengthy period of time on the phones and digital appliances along with increase in usage of social media, the concept of digital marketing has taken over by storm. Even though these two are different concepts yet they are closely bounded in order to generate sales. Digital marketing pushes customers towards the products that are available in the ecommerce sites and upon visiting the site, they purchase the product and thus contribute to increase in sales. In this report an in depth discussion has been conducted on the relationship between digital marketing and ecommerce with a focus on the Multinational Company Reckitt Benckiser.