When defining digital marketing, there seems to exist further expressions such as Internet marketing, online marketing or e- marketing that is used as synonyms or as independent words with minor deviations in the meaning. According to the authors Chaffey and Smith (2013), all these terms are the core of digital business that encompasses to understand the customers, produce value added products and increase sales by using digital media channels like online advertising, search or mobile marketing, to name a few. Many authors, marketing specialists or new media trade publications, are increasingly using the term digital marketing (Chaffey et al., 2013, p. 15). Since all of them encompass marketing activities applying all available digital technologies, …show more content…
407). Digital media allows connecting and identifying each individual needs and preferences even if there are millions of people with different devices. Addressable media gives the opportunity to both interactivity and individuality (Wertime et al., 2008, p. 34-35). As an example, Amazon and many other companies uses cookies that save the customers’ data and allows the identification of a customer when he or she returns to the website. Digital marketing is fostering interactivity and encourages a two- way communication between brand and consumer (Chaffey et al., 2009, p. 31). The customers participate in a constant dialogue where they express their preferences, needs and interests or also give feedback about products and services directly to the company. Hence, companies can response immediately to customers’ comments and establish a valuable relationship with them Ferrell et al., 2013, p. 407). Connectivity is expressing the ability for marketers as well as consumers to connect with each other facilitating by various social media platforms. Moreover, digital media enables customers to networking with other like- minded people and building virtual communities where they share real- time information a company can make use of Ferrell et al., 2013, p. 407). In the digital age, accessibility to information is limitless. Not only the consumers are better informed but also marketers can obtain information about the consumers’ preference and needs. By using digital marketing communication consumers have a greater access to a variety of products and its quality (Ferrell et al., 2013, p. 407, 422). Lastly, control is related to the consumers’ power to consume only information that matching their interests and to create their own content to share it with the global market. For example, blogs give consumers the power to create UGC about the brand whether
DIGITAL MARKETING: It provides solutions and services for how digital advertising and marketing are created, managed, executed, measured, and optimized. This segment also offers analytics, social, targeting, media optimization, Web experience management, and cross-channel campaign management solutions to digital marketers, advertisers, publishers, merchandisers, Web analysts, chief marketing officers, chief information officers, and chief revenue officers.
Being a writer isn’t a complicated task, but being a messageful writer requires lot of experience and inner self-presentation. James Baldwin was a very great writer. He expresses his inner feeling into his writing, which makes him true writer. When ever he wrote something always contain some kind of message. Most of his writing about African American culture where he raised. His writing tells the story of pain. He painted cruel history of black community into his writing. His writing contains lot of pain and anger, which could only describe by his writing. He was a one of the leader who speeches his nation by his writing. After reading his piece of art, which was presented via short stories and many books, I have come to perceive James Baldwin as a legendary writer. Through his short stories, Baldwin expresses the truth about his life. It seems that most of Baldwin's life was spent during times of extreme racism and he was strongly discriminated against due to his racial and ethnic background. Some of his stories were written in the middle of 19th century, a time when American citizens were distinguished by their color. It was a time when black and white people had their own separate worlds in which they were living. It was very hard to break the narrow-minded ways of many racist people. In other words, there was a self-created border between both races. In his stories, "Previous Condition" and "Sonny's Blues," Baldwin has developed characters to fight against racism in attempts to live their lives as they please.
The media landscape has undergone an immense transformation over the past decade (Mangold and Faulds, 2009). Social media popularity has increased substantially during the last few years, firms are eager to profit from this ever increasing trend (McCann (2010). The relatively low costs of implementing social media measures are a major catalyst of the increase in popularity and growth of social media. Social media is thus changing the traditional way of marketing. Traditional marketing involves an information exchange in one-way direction (e.g., TV and radio commercials). On the other hand, web-based marketing enables interactive communication with customers while maintaining the push-messaging (Trusov et al., 2009). Therefore, customers are no longer passive recipients of information; they actively use and distribute information via social media (Ryan and Jones, 2009...
There are nine different categories of digital marketing that companies
Social media has an organic feel that other channels lack and it provides you with a plethora of opportunities to make the customer feel comfortable and good about your brand. You need to harness the power of these channels and make the customers feel like a ‘premium’ member – which means their issues are resolved at a faster rate. Furthermore, it will ensure that the customers become an advocate for your brand and you can extend your reach like never before. Raving reviews and recommendations are the first thing searched by millennials before purchasing from any brand.
The importance of Internet use is continually rising (Filipovic 2015). Small and medium enterprises use Internet marketing to reach their segment (Sasinovskaya Anderson 2011). Marketers make numerous of actions to increase brand equity as they believe that the brand value is the final product for the clients (Aaker 1996 and Ding, Cherng G.Tseng Timmy 2015 ). In many developing countries citizens utilize the internet to socialize. Trade companies realized the opportunity to advertise their products or services via the social web using the internet and the social media (Yan Xin, Janice; Ramayah, T; Soto-Acosta, Pedro; 2014). To understand better the application of social media in brand value or brand awareness, it is crucial to underline two
Today, consumers are driving the purchase process using social platforms, blogs and websites. By the time they enter a store or become visible in the sales funnel, they know what they want to buy and how much they want to pay. It doesn’t stop there. Once the sale is completed, consumer use the same platform to tag and share their experience. New technologies and channels cut through new opportunities that can make a company stand out from the rest of the crowd. Opportunities to build an ongoing conversation with consumers.
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
Businesses use the media to convince consumers to buy their products. Since the start of mass media, companies have used communication to broadcast to large numbers of people about their product (Shah). Companies spend a great amount of money to encourage people to buy their product, by winning them over (Shah). The media provides information, rates, and suggests new products and services such as movies, computers, restaurants, books, fashion items, and more (Rinallo and Basuroy). Back in the days where brands had to buy advertising or secure media placements are gone. Today it is becoming really hard to know the difference between the role of marketer and publisher. This gives the chance for companies to become satisfied conservators, making their own items on their websites for their businesses (“Media Influence”). More and more people are considering traditional advertisements as untrustworthy; in fact, 75% of people do not think traditional advertisements are true. Companies uses online advertisements to influence people to buy their product. People today are trying to make more informed buying choices, using all the information they can find online. A person’s online experience can influence them to shop at a particular store; in fact, 91% of people shop at stores because of reviews online (Peneycad). People spend a large amount of time researching products before they decide to buy them. 86% of people use search engines to research products. 62% of people who research products online buy products in the store. People who research services and products online are more likely to make a buying decision (Peneycad). 78% of people are influenced by post from companies on social media websites. 72% of people are trusting of online recommendations of products. Peneycad mentions,“This means 72% of people trust complete strangers just as [much] as people they know when it comes to making a purchase decision (Peneycad 2).
Digital marketing is a growing field that “promotes products or brands via one or more forms of electronic media.” Examples of “advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels” (businessdictionary.com) This method of advertisement makes a digital marketing analyst necessary to help navigate a company through the proper marketing channels.
...etween consumer to consumer online, it is even more essential for brands to build an interactive community on Social media so that their brand is positively shared and liked amongst consumers.
Advertising has been round for centuries; starting with print ads, then evolving into radio and TV adverts. Each form of advertisement requires several different strategies in order to make the advertisement effective and appealing to the consumer. With the ever popular rising of the usage of the internet, online advertisements have also become more popular. According to Dr. David Evans, who received his Ph.D. in Economics, e-commerce, or sales processed online, were equal to 34 billion dollars as of 2008. (Evans, 2) This amount has only grown and will continue to grow as the usage of the internet becomes more and more popular. The heart around this monumental sum of revenue is online advertising. Advertising agencies optimize their online
In the 1990s direct marketing became the most important tool in the mix because technology had enabled a form of communication by appealing directly to the target customer. This change led to new media formats, and the subsequent development of the Internet. Digital technologies have accelerated change in the marketing communications
Digital marketers must keep up-to-date with the consumers preference, trends and needs, in order to meet these needs and to be able to remain competitive in the market . The connectivity created by digital media leads to enhanced product benefits such as online games and applications (Pride & Ferell, 2014). However, the use of the internet to sell products could be a disadvantage to the business since the goods being sold are intangible, the consumer could research and find reviews describing a product as low quality which could result in sale losses (Brand Driven Digital, 2013).
In the last few decades, the internet has been a powerful tool. The advent of internet has removed major industry barriers and made shopping much more easily. The development of internet from last 5 years has significantly increased the web-users which are due high speed data transmission and other technology developments have created an advantage for the firms to promote themselves more significantly. According to UCLA centre for communication policy, online shopping has become the third popular internet activity which further followed up by e-mails and web browsing (Guruswamy, 2014). Because of the continuous improving of technology in our society, people are tend to adopt in order for their lives to become easy like they used social media to communicate everywhere and anywhere at any time in just a second and now, there are billions of people online and each of them is potential online consumer for a company which providing online services and goods (Khalid, 2015). The technology in terms of internet