HT Media Ltd.
HT Media Ltd., second largest Print Media company in India, is working towards becoming the country’s largest Multi Media Company. The company has been growing tremendously in the past 2-3 years, which is supported by a number of successful launches like
• Fever 104 (in partnership with Virgin)
• Mint (in partnership with The Wall street Journal) and
• HT Mumbai.
The company is one of the few professionally managed and listed companies in the media sector. Its top leadership team includes talent from companies like Nestle, HUL, Asian Paints, PepsiCo, Nokia, Microsoft, Airtel, Whirlpool, etc. Also, there has been increasing pool of yound and highly skilled leaders from premier Indian B-schools like the IIMs, ISB, XLRI, MDI,
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Various examples of pull digital marketing can be email marketing, blogging, info graphics, blogging and various other forms o visual messaging and search engine optimization (SEO). Several public relation campaigns and other means to reach out to potential or already found customers in order to engage them can also be categorized under pull marketing. While pull marketing involves greater time investment, it also provides you with the chance to entertain your target customers and tell them all about your …show more content…
Also the nature of the medium permits a person to research about the products and services that are being consumed.
• The benefit of using a popular medium is that the response is instant. There is no need to wait for the feedback for a long time. Result comes quickly.
• The goal of the project defines the appeal of the marketing campaign to the customer. A vaguely designed goal will lead to an ambiguous campaign.
• The internet marketing campaign is instantly quantifiable. The campaign is easy to analyse for the researchers and involves no excess cost. They are allowed to measure and test all the functionalities of the campaign and infer an outcome.
• Such reliable analysis cannot be expected from conventional advertising techniques like, billboards, mails, pamphlets where it all depends in the interest of customer.
• A combined effect put up by marketing and the feedback by clients can be measured effectively and hence its impact on sales can be seen. This leads to the realization that advertising online cannot be left alone as a tool working in
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Banner advertising should be examined in a different light from static advertising because banner advertising is directed to individual consumers. Although static advertising, which is when an advertisement is coded into a web site, is fairly common, banner advertising is far more common because it allows advertisers the opportunity to both customize advertisements to individual users as well as collect data on those consumers. Web advertising has grown to a level where it has become a $934.3 million industry (http://adres.internet.com/stories/ article/0,1401,7561_231431,00.html). Furthermore, customization has become a very serious priority for advertisers (and content-producers in general) as repeat business now comprises more than half of all e-business transactions (http://adres.internet.com/stories/ article/0,1401,7561_231431,00.html).
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.
Integrated Marketing Communication is based on the knowledge of the target market to find the most coordinated use of various touch points with consumers. Because the need for integrated marketing communication has become very important with the development of the Internet in communication as this media has broken the traditional boundaries of the different marketing areas. Although the company already uses the advertising method, my focus in this paper will pretty much be how to improve Coca-Cola online presence.
Any problems in the market can also be identified and most importantly define potential market opportunities and methods of approach to the consumers. There are softwares designed to collect and analyze data on products sold online and report on the performance of the online advertisements.
The term “direct marketing” excludes the "middle man" from promotion, as a company's message is provided directly to a potential customer. (Investopedia, 2010) Direct marketing is an advertising campaign that aims to gain an action (such as an order, a visit to a store or Web site, or a request for further information) from a group of consumers in response specific communication from a marketer. The communication may take many forms such as mail, telemarketing, direct e-mail marketing, and point-of-sale (POS) interactions. (searchcrm.techtarget.com, 2014).
Advertising may have finally found the only medium that can reach the right person with the right message at the right time. What is this groundbreaking medium? As a relatively young medium that’s shaking up the advertising world, the Internet is now considered a way to advertise to mass markets.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
Online advertising is really being used by many companies to market their business. The Indian market of online advertisement has crossed 1000 crores and is growing fast at a rate of 50% per year. Online advertising helps in reaching targeted audience in limited budget and has a lot of benefits that traditional marketing will never be able to provide you. Online advertising which is a new form of communication provides interactivity between advertisers and consumers.
Advertising is increasingly important in our modern life (Munusamy & Wong, 2007). It was because it can use to transmit a message to a great number of audiences easily (Al-Boloshi, 2010). Hence, many researchers have done their research about advertising. For example, there are many researchers test about the entertainment, informativeness, and credibility of mobile advertising (Haghirian & Madberger, 2005; Chowdhury et al., 2010; Al-Boloshi, 2010). Nonetheless, the rapid development on internet has made the usage of online advertising frequently move upward (Yunos, Gao, & Shim, 2003). Hence, this has intensified the interest of researchers to do relevant studies about advertising.
Findings on consumer behavior are used to develop methods and products that will boost company performance and sales.Customers are becoming more powerful, knowledgeable, sophisticated. Therefore research into modern consumer behaviour is increasingly important for businesses purposes. Advertising to attract consumers, providing better environment, product, services and policies is important in improving today’s consumer experience to support businesses in retaining customers. This study seeks to determine and explain the effectiveness of internet advertising in stimulating consumer
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
Advertisement Understanding the effect of advertisement on business is an important question. Advertisement may affect the organization performance. It strong effect on sale volume of the companies. It shows that advertisement and brand image powerfully influence the consumer behavior (Malik, 2013). As an important division of services advertising, professional services advertising has grown fast and is becoming increasingly important (Fugate.D.L G. , 2000). Advertisement effects consumer memory that drives consumer attention even advertisement focused on inducing effect (Krishnan).
The Indian media and entertainment industry is a fast growing industry. However due to the slow growth rate in the economy the ...
The effect of such ads can be measured through interactions of consumers about the ad. Most of the times people talk about these ads among their peer group so interaction is effective tool to measure success of such ads. Only 9% of the respondents think that direct responses are effective because most of the times the customers don’t fill up feedback forms very honestly thus giving us a wrong picture of the actual effect of the ads.