Interactive and Digital Marketing Research Paper - 1

Interactive and Digital Marketing - Research Paper Example 636-645). Furthermore, in this age, both interactive as well as digital marketing is highly used in order to enhance the bonding within the customers and the organization. It is the bonding or relationship that acts as a catalyst for the organization of today’s age to improve its presence and sustainability in the market. However, in order to retain such type of relationship with the customers, it’s extremely essential to offer all sort of essential information or details regarding the products and services of the organization in an effective way. This report mainly deals with the information available within the web-sites of two retailers named Primark and marks and spender (M&S). It also describes the difference present within the websites of the two mentioned retailers along with the traditional bricks and mortar shops. According to Kotler (2008), marketing acts as a tool that may be used to identify, anticipate, and gratify the requirements and demands of the customers in an effective way. Moreover, in today’s age, marketing is essential to identify the target customers of the products or services of an organization. However, in this age of digitalisation, it might be possible only if an organization becomes successful in developing an online presence. Online or digital sites helps an organization to present its products or services to a wide range of customers of varying income profiles, age-groups and standards in a very short period of time as stated by market segmentation theory. Along with this, with the help of online or digital websites, an organization may immediately fulfil the queries of its target customers and develop the customised products that might prove effective in increasing its profitability and loyalty in the market among other rival brands (Keegan. 2002, pp. 456-467). Due to these underlining reasons, the level of preference of digital or online websites is quite high as