Marketing in a Digital Age
MAKING NEW CUSTOMER CONNECTIONS
I.
LOOKING AHEAD: PREVIEWING THE CONCEPTS
To thrive in this new digital age-even to survive-marketers must
rethink their strategies and adapt them to today’s new environment.
II.
MAJOR FORCES SHAPING THE INTERNET AGE
Here we discuss four specific forces that underlie the new digital
age:
A.
Digitalization and Connectivity
* Today a growing number of appliances and systems operate on
digital information, which comes as streams of zeros and ones, or
bits.
* Text, data, sound, and images can be converted into bitstreams.
* For bits to flow from one appliance or location to another
requires connectivity, a telecommunications network..
Intranet: A network that connects people within a company to each
other and to the company network.
Extranet: A network that connects a company with its suppliers and
distributors.
Internet: A vast public web of computer networks, which connects users
of all types all around the world to each other and to an amazingly
large “information repository.” The internet makes up one big
“information highway” that can dispatch bits at incredible speeds from
one location to another.
B.
The Internet Explosion
• The Internet Explosion
§ Key driver of the “new economy”
C.
New Types of Intermediaries
• New Types of Intermediaries
§ Brick-and-mortar firms often face disintermediation from click-only
competitors
§ The click-and-mortar business model has been highly successful
D.
Customization and Customerization
Customization differs from customerization. Customer involves taking
the initiative to customize the market offering.
Customerization: Leaving it to individual customers to design the
marketing offering-allowing customers to be prosumers rather than only
consumers.
III.
MARKETING STRATEGY IN THE NEW DIGITAL AGE
A.
E-Business, E-Commerce, and E-Marketing in the New Digital Age
Once a decision is made to develop a business, whom the customer will be is the next decision to be made. Whom will the company target as a customer? Will it be a business? Or will it be a consumer? Business-to-business (B2B) marketing has differences from business-to-consumer (B2C) marketing practices. This paper will outline these differences between the two types of e-commerce business transactions.
In summary, “Internet activities are not most significant in competition, such as informing customers, processing transactions, and procuring inputs”. (Porter, 2001) significant corporate assets--skilled employees, proprietary product, and efficient logistical systems – these factors are the most important to keep competitive advantages. In fact, it is foreseeable that the Internet's evolution will come up in the future involve a shift “in thinking from e-business to business, from e-strategy to strategy”. (Porter, 2001)Only by integrating the Internet into overall strategy will this powerful new technology become an equally powerful force for competitive advantage.
In this paper, I discuss the two-stage digital marketing plan for The Exodus Group (EG). To emphasize the strategy, I analyze how digital marketing is crucial to reaching customers through a digital environment. I explain our goals for coming quarters analyze real-world digital marketing examples and simulation data. The purpose is to develop a summarized digital marketing plan for our division that benefits growth and considers competition.
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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.
It has been observed since the inception of Marketing that marketers target to only specific market and how they identify such market. There are certain criteria or base they use to identify the consumers who they would be serving to. Customers do have unique requirements satisfaction levels and aspirations. Some customers however are similar with respect to their requirements of goods and services. In such case if their needs are identified and they can be grouped in quantities of a specific size then it can be segmented. Now each customer group have specific expectations and businesses must cater to the needs of the segmented that has been targeted.
Nature of doing business, over a period of time has changed with the development in the information technology. It was believed that the reduced cost of transactions done electronically will lead to decrease or disappearance of the traditional intermediaries which will reflect a change in the electronic value chain. The effect of electronic business will restructure the traditional market – Disintermediation where the traditional intermediaries will lose its existence; Re-Intermediation where they will be forced to set apart and will re-develop in the electronic business; and Cybermediation where entirely new markets will be formed for the intermediaries.
Marketing is a vital component in the success of businesses. Smaller businesses rely on business advertising, expenses, knowing if the business is networking with the right people, or joining the best organisations which lead to success (EStartup business blog, 2010). Marketing concentrates on customers and what the customers want. Customers are the source of sales and profits. Many small businesses are faced with remarkable hardships due to not developing the right marketing plan (EStartup business blog, 2010). To help these businesses a more appropriate or better marketing plan needs to be designed. Small business internet marketing services can help businesses develop and thrive in a highly competitive market. For the highest quality internet marketing services, hiring an online marketing company to design a customized internet marketing campaign may be advantageous for some businesses (EStartup business blog and contributors, 2010). Identified will be the role that marketing plays in a successful business demonstrated by use of two examples, the importance of developing a marketing plan, and ethical and legal issues that surround marketing practices (EStartup business blog, 2010).
Digital marketing is a fastest growing form of direct marketing. Widespread use of internet is having dramatic impact on both co...
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.
Now, answering the question of why digital marketing is such an important aspect and why the modern businesses small or big needs to get in tune with the same, it has to be understood that digital marketing is the new way forward. With the advent of various electronic channels of marketing and via the help of
Technologies are increasing rapidly and shaping not only the traditional marketing but internet marketing as well. That is why marketers are facing a great global competition in terms of modern marketing. Marketers should know this thing that new technologies can help them by making their work simple, so they should shift to latest technologies and some new things. Business gets success when it comes with something new and interesting. That is why marketers must change their strategies as the tradition, trend, and environment changes. When we talk about changes and technologies, we can’t forget viral marketing, which is a form of fresh marketing. Many advertisers and companies are moving towards it. (H.B Klopper, 2002)
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As Peter Duckers has put it, "The ultimate aim of all business organisation is - to create a customer". These days, for most products and services, the market belongs to the buyer. The customers e...
growth in usage by both consumers and businesses. The unique capabilities of the Internet has captured the attention of the marketing community. While a growing number of companies have or are interested in developing an Internet presence, there is still a great deal of uncertainty about it and the potential ethical issues associated with its use as a marketing medium. Although many businesses are acknowledging the importance of a Web site, but the potential ethical issues related to marketing on the Internet still having an uncertainty in this situation. Much less attention has been given to the business community's perceptions of the ethicalness of this new medium. The unique interactivity of the Internet has captured the marketing community's interest as a way to develop and enhance customer relationships and establish greater brand identity. Thus, many commercial services have become available on the Internet that allow consumers and organizations to interact electronically. These services include booking airline tickets online, buying books and compact discs, and receiving stock market information. Although the number of consumer users and commercial organizations navigating on this "information superhighway" is growing almost exponentially, the benefits of the Internet are not without drawbacks.