...Insight into how Digital Marketing shifted changed Consumer power Introduction – Current climate With the technology of the internet ushering in a global community and market place online, it is important for organisations to analyse their online markets, understand consumer behaviours and the best way interact with customers online and create digital campaigns that is engaging and a positive experience for their customer. A recent study showed that 95% of internet users purchased products via the internet in the last year (E-Commerce - UK - July 2014, Mintel report). Key reasons for the shift in consumer power made possible by digital activities 1.1 Lower Telecom prices • The cost of using mobile data in the UK and internationally reducing consumers are able to access information on the internet both conveniently and quickly. 1.1 Advances in Technology • Mobile phone and tablet use has increased, while PC use has decreased leading to greater accessibility to the internet anywhere, any time. • The technology of devices has also increased, with the speed of downloads getting faster with each new model produced • Broadband in the home and office is cheaper and faster as well. • The introduction of apps for digital channels such as facebook, youtube making is easier to access content at the touch of a hand. • Increase online purchasing also facilities also removes the necessarily of completing a purchase in store. Online-only retailers...
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...The Impact of the Digital Revolution on Consumer Behavior Kaplan University MT459: Consumer Behavior Professor Richard Caldarola October 22, 2012 I. THE ADVANCEMENT AND DEVELOPMENT OF DIGITAL REVOLUTION. A. Types of digital technology that is used by consumers all over the world. B. Other forms of digital technology that is expected to be utilized by consumers that involves linking to the internet. II. THE NEW MARKETING CHOICES THAT THE DIGITAL REVOLUTION USE THAT CHANGES CONSUMER BEHAVIOR A. Ways that the digital revolution has changed the consumer behavior as a result of marketing choices. B. The different roles that consumers have in marketing that impact their behavior. III. HOW THE DIGITAL REVOLUTION HAS CHANGED THE STRATEGIES IN WHICH CONSUMERS SEARCH FOR AND PURCHASE PRODUCTS. A. The process that consumers used in purchasing a vehicle in the past. B. How the internet is now utilized to assist consumers in the process of purchasing a vehicle. C. The effectiveness that digital experiences have on consumers and how they are influenced and impacted. IV. HOW THE DIGITAL REVOLUTION HAS CHANGED THE CONSUMERS SHOPPING EXPERIENCES. A. There are many digital tools that consumers use that can assist them in shopping. B. The percentage of sales is increasing dramatically and is expected to increase with the assistance of digital tools. C. Surveys of Home Accents proves that there is an increase in engaging...
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...THE NEAR AND FAR OF PROXIMITY MARKETING: THE FUTURE OF MARKETING EXISTS AT THE NEXUS OF DIGITAL SIGNAGE AND MOBILITY Alex Romanov INTRODUCTION When historians look back on this commercial and cultural period, they will likely describe it as a time when the barriers between the physical and digital experience began to erode. One of the hallmarks of this period will be the blurring of the lines between marketing channels, and the convergence and evolution into something new. Today, location awareness and mobility have added context to even the most ordinary actions, while social media and the mobile Web have added a layer of immediate human connection to seemingly straightforward commercial transactions. Point‐of‐sale signage has begun to incorporate interactive mobile communication capabilities, empowering consumers with relevant, actionable information in real‐time retail settings. This era is being ushered in by companies that are combining these technologies to effective marketing ends, and in the process creating limitless opportunities for revenue generation and ROI for consumer‐centric businesses that engage in these practices. PROXIMITY MARKETING In one arena in particular, the efficacy of multi‐ channel marketing is on full display: an interactive medium known as proximity marketing that combines digital signage with mobile technology...
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...Impact of Digital Technology on Marketing Strategies Consumer Behavior MKT 625 October 11, 2011 Impact of Digital Technology on Marketing Strategies For companies, large and small alike, the term “keep up or get left behind” is an absolutely relevant one. In this fairly new era of constantly growing and evolving technologies, it is crucial that marketing departments adjust their strategies in order to incorporate an effective digital technology component into their overall marketing strategies that will enhance overall market relevance and success in meeting the needs of the new generation of technology savvy consumers. The following pages will analyze the crucial significant impact that technology plays in understanding consumer behaviors, the shift in consumer behavior, the importance of a balanced integrated marketing strategy, the benefits of technology and finally it will identify opportunities and support the concept that a brand can continue to hold its positioning while modifying the technological delivery platform and incorporating it into to their overall marketing strategy, thus remaining a viable brand in the eyes of today’s consumers . It seems as though it was only a few years ago when consumers were overwhelmed by the amounts of increasing technology looming over head. Many consumers were intimidated by the amount of technology based options that were becoming available to them at increasingly rapid speeds and so just keeping up was a daunting...
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...Integrating Digital Marketing with Traditional Marketing Despite the vast changes in the marketing industry over the past twenty years and with online marketing being largely the dominating force, many basic marketing tactics still remain relevant today. One of them is traditional marketing. This method is very old school no doubt but very practical and very eminent. Before the era of internet, traditional marketing used to be the most effective with a very huge success rate. The methods of traditional marketing such as print advertisements like newsletters, billboards, flyers and newspaper or magazine print ads and also television spots or commercials, and radio advertising, are still incorporated and still very much present in this hi-tech era. There have been an ongoing battle over these years between marketers and advertisers about which type of marketing is more effective and useful given that digital marketing is all the rage and have somehow successfully dominated the marketing industry. Though many marketers agree on digital marketing and have proven huge success rate in their campaigns and advertisements, there are still few businesses that follows the traditional method marketing. Though this debate will still be prevalent for a long time as to which method of marketing offers greater value and benefit, the optimal choice would be to find a way how these two channels can work together and how marketers can leverage the best both channels have to offer. Basically,...
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...Abstract – Consumer Driven Marketing Communications Digital communications has opened the way for any and all businesses, be they small or large, to interact with their customers on a more personal and immediate level; providing a sense of community with easily accessible tools and without the need to physically organize large-scale events. Be it through Twitter, a company’s Facebook page, or a dedicated website that hosts message boards or product review forums – all companies can now reach out to consumers no matter where they are (as long as they have the internet) and respond to concerns and queries within a timeframe that would have seemed impossible just 15 years ago. This direct interaction allows large companies to develop more personal relationships with their consumers (going as far as having company executives respond directly to comments by customers in some cases) in a way previously only available to smaller businesses and their local customers. On the flip side, the low-cost (almost non-existent) of maintaining a Facebook page and Twitter feed (along with other online avenues of digital communications) allows smaller businesses to utilize marketing strategies on a larger scale than would otherwise be possible or affordable and helps deliver their marketing message to a wider audience. Commercials and active marketing can be maintained at a lower cost as well by using avenues such as Youtube and community message boards to promote the marketing message at a...
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...Digital Technology: Its Impact to marketing strategies Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing. Our global expertise—we have more than 50 dedicated digital marketing experts in more than 30 locations—across digital analytics, market research, technology, business design, and online strategy helps clients bring the full potential of digital marketing to bear on their business. What we do Digital marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. In addition to defining new roles and responsibilities and helping develop employees’ skills, we address technology infrastructure issues and identify potential partners. We work with clients primarily in three core areas: • Harnessing digital marketing to transform business effectiveness We help clients drive higher sales productivity and other performance gains through digital marketing. This shift involves mastering multichannel to generate distinctive and practical insights from digital sources as a starting point for clients to develop new contact strategies, streamline planning and execution processes, and upgrade internal capabilities. • Optimizing the customer experience across channels We work with clients to integrate the flow of the customer experience across channels (e.g., face-to-face, telephone), opening up new lead sources...
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...02 Digital Marketing Strategy What’s inside: An introduction to some key terms and concepts and a guide to understanding strategy. We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action. Digital Marketing Strategy › What is marketing? Digital Marketing Strategy › Introduction 2.1 Introduction A strategy indicates the most advantageous direction for an organisation to take over a defined period of time. It also outlines which tactics and means should be used to execute this direction. Originating as a military term, strategy is about using your strengths, as well as the context in which you are operating, to your advantage. In marketing, strategy starts with understanding what the business wants to achieve, or what problem it wants to solve. It then considers the context in which the business and its competitors operates, and outlines key ways in which the business and brand can gain advantage and add value. In this chapter, you will learn: • How to define and distinguish business strategy, marketing strategy and digital strategy • The questions that need to be asked when assembling a digital marketing strategy 2.2 Key terms and concepts Term Definition Application programming interface (API) A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between programs and ...
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...Motorola’s Strategy for Entering China 1-Develop a general introduction to the case by writing a referenced (APA format) discussion with at least 4 references, that discusses either the telecommunications industry or trends in the digital marketplace. Digital marketing can be defined as “the marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media.” (Definition of Digital Marketing (n.d.) The digital marketplace is a growing industry and many people are beginning to adapt to it, which is important for our economy and our strategy for entering overseas. “In the last few years it has become extremely important that businesses develop good mobile websites, as a growing number of consumers access ecommerce sites via their mobile devices and expect a good experience… this is especially important when trying to access consumers in overseas markets where mobile internet usage is higher than traditional web.” (Understanding Technology Trends (n.d.)) It is apparent that people are adapting to the rise of technology and it is becoming more common than any other media or developed strategy. One of the top technology trends in 2015 is “Computing everywhere… as smart-phone technology advances, smart-phones will be used in new contexts and environments. Along with wearable’s, smart-phones will offer connected screens in the workplace and in public. User experience will be key.” (Top Ten...
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...------------------------------------------------- Digital and social media marketing STRATEGIES at sandal resorts international Submitted by: Isaiah Shavaun Hippolyte Submitted to: Mr. Ian Embury Date: 16 March 2016 B.A. (Hons) International Hospitality Business Management University of Derby Online Digital and Social Media Marketing Word count: 2000 Submitted by: Isaiah Shavaun Hippolyte Submitted to: Mr. Ian Embury Date: 16 March 2016 B.A. (Hons) International Hospitality Business Management University of Derby Online Digital and Social Media Marketing Word count: 2000 Table of Contents Executive Summary 2 Introduction 3 Findings 4 Digital marketing strategies and their potential strengths 4 Challenges associated with Digital Marketing 6 Sandals digital marketing initiatives 6 Sandals social media marketing initiatives 9 Conclusion 10 Recommendations 10 References 11 Executive Summary The Sandals presence on various digital and social media platforms is relatively remarkable with 771 870 likes on Facebook, 304 000 followers on twitter, 167 000 on Instagram and 9 000 on Pinterest. An impressive 99.4 % of their social media referral traffic stems from Facebook (Hutchinson 2015). This report aims to review those digital and social media marketing strategies undertaken by Sandals Resorts International. To deliver on this aim, the following objectives will be employed (1) the digital and social media marketing initiatives will be explored. This...
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... Problem statement Mekanism began as a small production shop that ad agencies hired to create digital media content for their clients. Over time, Mekanism evolved into a creative production company with expertise in making content go viral. Between the years of 2008 and 2010, using its storytelling creative approach coupled with a multifaceted social-media distribution system, Mekanism proved to be successful in many viral campaigns. With consumers’ ability to skip ads and the changing media landscape, more-and-more clients seemed willing to take a chance with viral advertising. Viral marketing was initially sought out by small advertisers, because of its promise to reach millions of consumers quickly and cheaply. After seeing the success of viral marketing, major advertisers began to use this promotional tool. As Mekanism began taking in business from big-name brands like Pepsi, Nike, and Microsoft, the company started to flourish, experiencing 32% year-over-year average growth from 2007 to 2010. Yet in 2010, the firm only grew 10% in billings with fewer new clients signing on with the company. This lack of potential growth made it apparent that Mekanism needed change. In order to sustain the growth of their company and fend off competition, upper management needs to define their next step. Should they stay with what is working, and mainly focus on viral marketing, or should they embrace other traditional content and media, effectively becoming a full service-advertising...
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...Recommendations: Luxury consumers have high expectations when they are shopping in luxury boutiques. Luxury brands have set the bar high and these standards have to be translated to their digital platforms especially as consumers evolve and become more digitally savvy. “Whether browsing via a mobile app, an in-store tablet or simply just on-line, customers expect to receive exactly the same premium experience that looks and feels like their favorite brands”- luxury brands must be consistent in their marketing message and keep the image of the brand strong across all platforms from offline to online media. Chanel for example, has a beautiful website, it is an overall sensory experience as music plays and stunning images convey the brands opulence. However, despite the look of the site, the user experience lacks logical progression. Navigating the site is challenging and soon becomes disappointing when the...
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...brand marketing was created in the 1950s by consumer package goods companies like Procter & Gamble as a way to differentiate their products from their competitors with very similar offerings. Think about the recent example from Mad Men — Ketchup was created by Heinz to stand out versus all of the competitors’ catsups. Like most brand marketing, the product was essentially the same from one manufacturer to the other, but the marketing and the point of difference (commonly referred to today as the brand’s value proposition) was what made the branded product stand out and it served as a platform for all the marketing that surrounds that product. This brand value helped consumers justify a higher price for a higher-quality product, or at least one that was perceived to be better through the creation of clever advertising. Brands like Tide became household names and the gold standard when it came to getting your clothes clean. And today, many would argue that Tide is still a must-have in the laundry room, showcasing the success of strategic, evolving and cohesive brand management for the past 60 years. The 4 Ps of Marketing in the Digital Age When you take a marketing class in college, you are taught a basic framework to think about how to most effectively market a product: the “four Ps.” The four Ps include: product, pricing, promotion and placement. Each of these Ps, or levers, can and should be used in conjunction with one another to create the most effective marketing mix...
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...Format for Course Outline ------------------------------------------------- Course Details Academic Session : 2015-2017 Term : IV Course Name : Digital Marketing Name of Instructor : Prof. Ami Shah Guest Faculty, if any (Yes /No): No If Yes, Name of the Guest Faculty: _____________________________________ Affiliation of the Guest Faculty: ________________________________________ Number of Sessions to be taught by the Guest Faculty: ___________ ------------------------------------------------- Course Objectives The Internet has become an integral part of our daily lives. It has helped in making information easily available as and when requested. In the era of .com and eBusinesses, brands have created their websites and online stores to keep consumers and prospects informed, tailor make customized offering and interact with them in a personalized manner. Consumers are increasingly turning to the Internet as this is one of the most ‘non-intrusive’ platforms that provide information ‘on-demand’ at anytime that’s most convenient to them. Emergence of social platforms has further changed the digital landscape. Social platforms provide new ways to connect and interact with friends, find and befriend people who share a common interest, build professional circles and voice free opinion on any and everything. In a nutshell, social platforms have helped in community building, exchange of information and honest expression of thoughts...
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...#DBForum digital BRAND marketing 13 2013+ sustained strategic shifts_ 1.17.13 @StevenCook CMO Brand building DNA - global Fortune 50 B2C brand builder that shifted to Silicon Valley funded start-up - not a ‘digital native’ … am a ‘hybrid’ brand marketer … stay current, curious, courageous - strong belief in understanding people & their user experience WW Director Brand Marketing WW VP Strategic Brand Marketing, Biz Dev & Innovation SVP, CMO U.S., Canada, Mexico Global CMO & Biz Dev Contributing writer Contributing writer Brief - digital BRAND marketing state of union - 2013 forecast Goals: I hope our discussion does one or all: - validates your current beliefs and strategic activity - gives you additional business case proof points to advance your digital brand marketing initiatives inside your company or with your clients - gives you something new to think about - gets your juices flowing and your mind racing - gives you additional reasons to connect with Neustar AdAdvisor & Legolas Media About 107,000,000 results About 107,000,000 results insightful & inspirational sources digital BRAND marketing ‘state of union’ How would you characterize the era that we’re in now with regard to the relationship between digital and brands? “Brands for the last 15 years have been looking at online as another media channel to buy ads on. So they buy or rent eyeballs or audiences or uniques from the media properties that provide them. Now you’ve got with all...
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