Digital Marketing

Abstract

This paper discusses the marketing strategies adapted by the software companies with evolution of technology and passage of time, the challenges these companies face and what future holds for the software companies in the area of digital marketing. To analyse how software giants, make their approach towards their target customers by delicate use of various digital marketing platforms, a deep analysis of companies like Microsoft, Valve software, Oracle, IBM, Qualcomm is done through a qualitative data approach. To get a broader aspect, data is taken from investor’s presentations, secondary literature, expert interviews and research finding of authors who has written paper on concerned area. The research findings gives a clear view of what are the key drivers that encourages marketers to opt for digital marketing platforms, what are the areas of concerns that needs to addressed for software companies and what are the future opportunities for software industry with the development of artificial intelligence and highly optimizable data analytics tools and how these tools will shape the face of digital marketing.