Essays on Digital Marketing

With the new invention of technology, marketing is taking another way that might be a threat or beneficial in the marketing industry. The imperative of digital engagement and innovation have emerged in the business and mostly the marketing sector. The businesses now realize the need to use the digital platform to engage with their customers, key stakeholders so as to maintain the relevance and the drive for conversations (Kittaneh, 2014). However, few people in the market realize how fast the change should take place, or how fast the transformational the process should be. Therefore, the business needs to embrace ...

Digital marketing is a type of modern marketing that mainly involves the use of the internet. Using mobile phones for this purpose is an upcoming trend in this industry. Recently, the influence of social media has increased significantly in our social life, and the companies have come to realize its importance to maintain their reputation and to solve customer queries on time. Digital marketing includes activities like search engine optimization (SEO), search engine marketing (SEM), content marketing, e – commerce marketing, social media, etc. Search Engine Optimization is the process of analyzing the people’s choice of search on the ...

Samsung Company is one of the best company selling phones and other technology items. It has been operational for several years thus serving a large number of consumers worldwide. Recently, I happened to meet with the head of the marketing department, sales representative, marketing representative and agents as I was taking the consultation task. The aim was to understand the challenges facing the marketing department as they market their products across the country. The consultation was necessary to help point out the gaps facing marketing department and implement strategies to address the gaps for better performance in the market. ...

Integrated marketing communications

INTEGRATED MARKETING COMMUNICATIONS Introduction Nestle is well known in the food industries of India due to its brand known as Maggi noodles. Maggi is a well-known brand for noodles, soup, sensing and was established around 1947 in Switzerland (Sahoo, Mishra and Sahoo, 2016). In 2015, the Maggi noodles faced a crisis when the Food Safety and Standards Authority of India recalled 9 modifications of the brand in the market around the country (Desai, 2016). The claim was that the product contained some traces of lead and glutamate that are considered unsafe for human consumption (Soni and Harnawale, 2015). Due ...

Technology Trends in the Hospitality Industry

Introduction Technology is a major driver of all business in the world today. The mechanization of services leads to short lead times and eventual savings in operational expenses. The savings in turn lead to an improvement in business profits. Technology is also a major driver of the current global nature of business. In particular, developments in the transport and communications sector play an important role in globalizing business. The connectivity of the world means that potential customers learn of new services and products as they arise and expect them wherever their location. Consequently, new technologies spread quickly and the ...

Innovative Ways of Using Emerging Information Technologies

There are several ways by which users can evaluate and gage the performance of cloud providers. Usually, they are assessed based on costs of the utility model, though there are several variations to further gauged each provider’s desirability such as the location, reliability and security factors. There are organizations that offer certification to providers that comply with specific standards; for instance, the Cloud Security Alliance (CSA) developed the Trusted Cloud Initiative Program that help cloud providers comply with standards and practices (Cloud, 2011). In addition to relying on certifications, users must take considerable steps in evaluating the performance ...

Digital Marketing: Mixed Mode Relationship (Hilton Hotels and Resorts)

Introduction Hilton Hotels and Resorts is a Hotel company and business with a global reach in the hospitality sector and offers hotel and resort services under the Hilton Worldwide brand. Conrad Hilton founded the Hilton Company and restaurant business in 1919 in Texas. Currently, the brand has spread all over the world under the flagship of Hilton Worldwide as the parent organization. In the United Kingdom, the company has its headquarters in London in Hilton London Tower. Hilton Hotels and Resorts in the U.K carry out operations in services such as accommodation, entertainment, and gambling. Most of the revenue ...

Position: Marketing Director

Description: Although I joined the company as an Analyst, I was promoted to lead the marketing division of INFITEC GmbH globally, based on my performance. In this elevated role, I was directly responsible for opening offices in China, USA and Russia, as well as finding strategic partners in the EMEA region for home cinema and system integrators in the B2B area. At present, I manage a team 4 people in Germany and report directly to the CEO and the Managing Director. Listed below are some of the projects I have been involved in as part of this role. Project ...

Business

Apple is a very renowned company which has been manufacturing high-quality products such as laptops, mobile phones and other gadgets. The most popular products by Apple include iPhone, Mac, iPod, Apple watch etc.

Social Media and Apple

We know that every organization makes use of social media to communicate the target market about its products and services such that it stands out in the competition. Due to change in lifestyle, people rely on social media more for getting informed about a product and the image of an organization. Competitors of Apple such as Samsung, Qmobile, and others are also making use of social ...

Executive Summary

The raise of popularity of the product introduced by the company highly depends on the marketing strategy applied. The Company The enterprise per se which is to create its digital marketing strategy in order to get advantage on the market is engaged in additive manufacturing trying to popularize mass 3D printing. The former is advertised as the instrument which can provide people with both professional tools and toys. The company ‘3D Printing & Home’ has already become a sensation in wide circles, as the items it offers used to be always respected only by certain categories of society, but not ...

Question 1.

Distributive negotiation is a bargaining approach, which is used by parties that are attempting to divide something or distribute something. Distributive negotiation is opposite of integrative approach as both parties are trying to get more on one thing. In case of distributive negotiation, the goal is to assure that one party wins much more than the other party. This results in the other side losing their share for the other side and ending up with less than they expected (University of Colorado, n.d.). Distributive negotiation is also called “win-lose”, “zero-sum”, or “claiming value”. It is a competitive form of ...

1. Prerequisites. In order to conduct a complete BCG-analysis we need the market growth rate and market share of each SBU as well as market shares of their main competitors to calculate relative market share. Since in the assignment we have only market shares of the business units and the rates of growth, we still need the respective market shares of competitors to present a relevant BCG-matrix. Failing such information, we base our portfolio analysis on assumptions and provide several options for different situations. 2. BCG-analysis. Before making any conclusions regarding the company portfolio and strategy, it is necessary ...

Health industry is one of the largest and fastest growing sectors of the world economy. Consuming more than 10% of GDP in most developed countries, the health industry forms a significant part of the economies of developed countries (Schansberg, 2014). An analysis of the specifics of the health industry revealed six major forces affecting the growth prospects, namely the rapid aging of the population in all developed and many developing countries; a growing labor shortage of middle and junior managers; the introduction of new medical procedures; development and implementation of new treatment technologies; the health industry market globalization; and ...

Company Background

The proposed company to be formed is to be called Cloth Monger. The domain name, ClothMonger.com is available and can be easily purchased and utilized for the creation and maintenance in order to meet the corporate objectives. Therefore, this company will create a platform where many people will be able to log in, make orders and pay through an ecommerce system like a credit card or direct bank debit. The company will focus on affordable clothes. This will include sourcing for clothes from China, Asia and other countries directly and also selling from popular brands that are known for ...

Executive summary 3

Company Description 3 Strategic Focus and Plan The Service and its Value Proposition 4 Marketing Goals 4 Marketing Situation Strengths and Weaknesses 5 Opportunities and Threats 6 Market Strategy Overall Marketing Strategy 7 Market Needs 7 Target Markets 8 Marketing Mix (4 Ps) Product 8 Price 8 Promotion 9 Place 9 Conclusion and Recommendations 10 References 11 Appendix 1 13 Executive summary The following report discusses market strategies and marketing mix, developed by Ryanair, Ltd. The company at hand operates a broad network of low-fare airline routes that connect 186 airports in Europe, as well as Africa (Morocco). The ...

Digital Marketing and how the 5C’s Impact Consumer Buying.

Global companies use digital marketing to focus more on potential customers. These capabilities focus on the 5Cs, STP- segmentation, targeting and pricing, and the traditional 4Ps of product, place, promotion and price. The 5Cs are believed to be core strategies in enabling Amazon to engage customers, comprehend their needs, and provide customized solutions. Customization, convenience, communication culture, and brand comparison can enhance loyalty and the retention of a large customer base which can woo probable buyers and contribute to profits (Own, 2012). The prevailing customization and communication cultures highly influence consumers buying culture. Customers play a pivotal role in ...

Introduction

Customers and businesses have realized that flexibility in communication is among the best ways of reaching out to each other. The need for improved relations has contributed to organizations changing the way they do business in efforts to accommodate interactive platforms for responding to customer inquiries in real time. Online marketing is key to promoting effectiveness and efficiencies of how goods and services are offered to customers in ways to improve brand and customer loyalty. Among the major benefits offered by online marketing is the ability to easily reach out to global markets without incurring many costs in advertisements ...

Introduction

Obesity has become a perennial problem for the modern world. The costs involving obesity in the United States alone have surpassed the 100 billion mark. Though recent studies have shown that the prevalence of obesity in children and young adults have stagnated in both the United States and Australia, the rates remain relatively high. This has raised the concern for the overweight and obesity problems for later generations in Australia and the United States.

Research Question

Does digital marketing of junk food increase the prevalence of obesity in our generation? Justification for the Proposal Research Marketing has an immense effect on ...

Introduction

The purpose of this report is to explore the nature of digital marketing and the advantages that come with it. Speaker 1: Paul Sinclair, Head of Digital Strategy, Marketing, e-commerce and Product development with Atlantic Records. Atlantic Records is a renowned recording firm that manages among some of the world's top-rated artists such as Bruno Mars. Having been in the industry from as early as 2005, Paul Sinclair highlights three major points about digital marketing: Firstly, he explains how he grew up listening to music on cassettes which later developed into compact discs and now comfortably listens to music ...

Introduction

Portakabin is a company that concentrates on the designing and delivery of modular buildings to its customers. The company is dedicated to providing its clients with quality products and services that match their needs. The initial company market dealt with the construction industry with a concentration on portable buildings that offered on-site storage and accommodation for the clients. However, the company has diversified its market by extending it to include schools, medical centers, and offices as well. Portakabin (2011) reveals that the company is one of the most recognized and well-established brand image. Its brand image is enhanced by ...

Consequences of Utilizing Many Forms of Technology on the Patient-Doctor Relationship

Technology is no doubt the in-thing and advancements in this field are mind-boggling. It has encompassed and now spans across virtually all fields. The health care field has been on the frontline of benefitting from advancements in technology. The application of advanced technology in the field of health care has yielded results which have been nothing short of miraculous (Greenes, 2007). As the advancement in technology has resulted in changes in the methods of treatments, it has also changed the relationship between the patients and the physicians. These changes have been as varied in their effects as in their ...

Most Dangerous Thing for Dell to Extrapolate

Dell has for a long time used trend extrapolation in focusing on historical data on technological requirements since its inception for projecting future trends. If they will assume that the demand for their computers will continue like in the past. This assumption to quantify any change in performance of computing technology based on either straight line trend extrapolation, that is, on the continuation of the past behavior oblivious of whether there might have ever had some regular rate of change in the past of functional capability. It is probable this trend can only be sustained for a limited period ( ...

Question 1

Historically, organizations focused on usage of traditional media outlets, which included newspapers, magazines as well as television as part of their advertisement strategies for their products and services. Traditional marketing, otherwise referred to as offline marketing, created some form of disconnection between consumers and organizations (Puccinelli, Wilcox, & Grewal, 2015). That created higher possibilities of failure in the marketing processes, as consumers believed that the products delivered did not suit their individual expectations. That acted as one of the key disadvantages of using traditional marketing strategies within a given marketing campaign. However, this limited organizational understanding of consumer needs and ...

2015 Media Forum: Mark Ritson

Mark Ritson presentation provides three main things that stand out and affect the contemporary market. The three main points from the video indicate that social media is overrated, the digital market is outdated, and we need integration in the today's market. Mark Ritson shows that social media is overrated by giving an example of how tweets reach a very small population of the Oreo customers. According to the presentation, social media is outdated because marketers continue pumping money into the digital marketing, and it does not deliver. He argues that digital marketing is outdated ...

Introduction

The city of Cambridge, known for its culture, heritage and the numerous institutions of excellence attracts a large number of tourists from across the world. This globally renowned centre of higher education has been the home of great thinkers and scientists for the past 500-600 years and has made immense contribution in shaping up the world that we see as it is today. This is the place where atom was first split, neutrons and electrons were discovered, the renowned theory of evolution was coined by Charles Darwin and Sir Isaac Newton discovered gravity . The University of Cambridge, which has ...

3 Key Takeaways According to the article, digital transformation is a great challenge facing the global marketing. It is worth noting that technology advancement is playing a great role in shaping the way of marketing in the world. For instance the article reveals that some of the businesses have fully adopted digital marketing thus have no store at all a good example being Amazon (Magee n.p). The move is really posing a great challenge on competiveness in the market. Data presents businesses with an opportunity but analyzing the data is a key challenge to the success of the business. ...

Internet Marketing: The importance of using the internet as a marketing tool

Introduction The purpose of this paper is to not only point out the importance of the internet as a marketing tool but also to highlight the implications of the web on business decision-making processes. The internet has provided a rare opportunity for companies throughout the world to move their operations beyond the physical constraints of the traditional product distribution channels creating an enormous wealth of possibilities for businesses to exploit (Kiang and Chi). Today, the web today has more than 77% rates of penetration in most advanced markets with the emerging markets such as China, Brazil, and India accounting ...

Executive Summary 3

The Concept of Social Media Marketing (SMM) – An Introduction 4 A brief introduction of Gordmans Stores Incorporated and the manner in which its vision and mission statement has influenced its digital marketing strategy and decision-making 4

Three Key Recommendations on How Gordmans Stores Incorporated could Apply Digital Marketing Strategies and Benefit from this Concept 5

Recommended Strategy Number 1 - Social Media Marketing Approaches 5 The Passive Approach 5 The Active Approach 6 Recommended Strategy Number 2 – Reach Unique Target Market for B2B Connections 6 Recommended Strategy Number 3 – Interact Actively with Visitors and Customers to get Personal 7 Conclusion 8

References 9

Executive Summary This paper is aimed at making simple, concise and relevant strategic recommendations using which Gordmans ...

Digital marketing involves the promotion of brands or products through the electronic media. It differs from the traditional marketing because it enables the company to use real time methods and channels in the analysis of marketing campaigns (SAS, 2016). Digital marketing can enable the company to know the products that have more views and the number of times these products are viewed by potential buyers. They can also determine sales conversions, the content that works, the length of time a potential buyer spends checking the advertised products, and the online content that does not work. Kitchen Garden wants to ...

Marketing Techniques for SME’s

Introduction Small and medium-sized enterprises (SMEs) form the backbone of the Europe’s economy since they represent about 99 percent of all the businesses in European countries (Rahman & Ramos, 2012). Such business forms have spread intensively to other parts of the world including the developed and the developing countries. The establishment of SMEs in different economies of the world has been closely associated with the economic growth, high levels of innovation, job creation, and improved social integration among people of different parts of the world. Considering the spread of SMEs in the world and their impact on different economies, ...

Introduction

Flipkart is an e-commerce company which was founded on 5th September in 2007 by Binny Bansal and Sachin Bansal. The firm is headquartered in Bangalore, India and employs approximately 33,000 people. The firm was started with an initial investment of INR 4 lakh or $6,000. In a manner of few years, the Flipkart business model became a successful one and transformed the form into one of India’s most successful and prosperous e-commerce firm. Flipkart was initially launched as a simple website to be used for price comparison, but then it took the shape of an e-commerce ...

DIGITAL MARKETIN CAMPAINGN PLAN REPORT

Digital Marketin Campaingn Plan Formed in 1887, Wycombe Wanderers (WWFC) is the biggest football club in High Wycombe. After spending a few years in the lower levels of English football, the 90’s saw the club promoted into the top-flight football. It currently plays in the third tier of English football, commonly referred to as the league 2. The club plays at the Adams Park, which has a capacity of close to 10,000 spectators. In an average day, however, the club’s stadium is usually half-full, with the number going lower if the weather is not conducive for ...

Internship at Mullenlowe Group

Internship at Mullenlowe Group

Introduction

Mullenlowe Group, an integrated marketing communications company headquartered in London with offices operating in over 65 markets ("About Us," n.d.), is an innovative company I have interned in for six weeks between 10 February and 22 March at a number of Riyadh, Saudi Arabia offices. The company adopts innovation in each and every aspect of business management and client servicing activities. Offering integrated digital marketing solutions across different geographies and markets, Mullenlowe Group covers a broad range of social entrepreneurship, public advocacy, business branding, corporate communication, leisure and spirituality. Notable projects include, for example, "Redraw ...

Introduction 3

Methods of accessing digital data 3 Digital Marketing Analytics 4 Social Media Marketing 5 Search Engine Optimization (SEO) 6 3D Printing 7 Customer relations 8 Customer Loyalty 8 Customer Acquisition 9 Customer retention 10 Conclusion 12

References 13

Digital Marketing Introduction Digital marketing is a method which corporates, individuals or even governments and other agencies can use in order to get various product information to reach the customer. It improves the number of individuals and widens the market scope. Digital marketing happens mostly on an online platform where the customer is able to give prompt feedback to the marketer, whether voluntarily ...

Digital marketing is modern method of building awareness and brand promotion of products or brands by using digital channels. On the other hand, social marketing is a method of using social media platforms like Twitter and Facebook, to interact with consumers worldwide by way of socializing, transactions, and shopping (Evans, 113). To enhance the social media marketing strategies, organizations combine other techniques such as digital visualization to improve their marketing techniques. Digital visualization is another major factor in that is used by businesses around the world. Interactivity and personalization of communication are the key factors of digital marketing. Therefore, ...

Information Architecture and Digital Marketing

Information Architecture is a discipline that focusing on the professional practice of how information is been accessed, organized and used in order to create a systematic infrastructure that delivers the content to the users that are needed in the most efficient way. Although in the modern use of Information architecture is mainly refers design of information digitally, it was once defined as “the conceptual structure and functional behavior, distinguishing the organization of data flows and controls, logical design, ad physical implementation.” (Amdahl et al 1964), then from the mid 1980s, the idea of information architecture has developed as an ...

Table of Contents

Introduction..3

Marketing Briefing Document3 A. Importance of Maintenance of Relationships with Clients..5 B. Suggestions Regarding Improvement of Relationships with Clients.5 A. Evaluation of Issues Faced by The Creative Agency..7 B. General Recommendations.8

The current paper relates the case study of The Creative Agency, further named The Agency. The Agency faced several problems which are to be solved urgently since it is on the verge of bankruptcy. The Agency management applied to the experts for advice. The paper represented here contains four parts. The first part is a marketing briefing document. The second ...