Digital Channels

A digital channel is a sales channel that is electronic in nature, a path that only handles digital signals, the following are common types: Social Media Marketing, Email Marketing, Search Engine Optimization... Digitalization has begun to transform several forms of communication in their daily life of consumers. A considerable portion of the world’s customers, own and use mobile devices, which contributes to the growth of digital ads spending. Marketers have recognized the benefits of social networks such as Facebook, YouTube, Twitter, Instagram, and LinkedIn. Thus, they have implemented ads to communicate with the customers. There are many advantages of using social media platforms as the way that brand content is created, distributed, and consumed. Consequently, social media interactions are changing the communication between brands and customers, and its an important tool for creating user generated content. As in the research of Ritz, Wolf and McQuitty (2019) stated, using marketing strategies, including social CRM capabilities, lead to the development of strong customer relationships. These relationships have a positive impact on customer satisfaction and loyalty. There is an increased on the perceived value of the firm's products and customer relationship with the firm's current and potential customers. All these are important digital opportunities for enhancing the awareness, reputation and image of brands, as well as building lasting customer satisfaction and loyalty across countries.