Digital Marketing: Using Facebook for Business Development
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Added on  2023/01/19
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This report explores how Emerald Insight, a leading publishing company, utilizes Facebook for marketing and business development. It discusses the advantages and disadvantages of using Facebook, as well as provides recommendations for success. The report also highlights the importance of digital marketing in today's business landscape.
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Contents Introduction.................................................................................................................................................3 Introduction to company.........................................................................................................................3 Analysis of current tool............................................................................................................................4 Use of Google analytics to measure success...........................................................................................6 Recommendations...................................................................................................................................8 Conclusion...................................................................................................................................................9 References.................................................................................................................................................10
Introduction Digital marketing is marketing with the help of internet or electronic devices. Large number of business are using internet marketing nowadays. Digital marketing consists email marketing, mobile marketing, or marketing on social media. Digital marketing helps business to develop their online presence and also increases their reach in market as large number of customers are using internet or social media. Helps business to engage customers effectively with their product. Digital marketing builds a communication between a customer and company. Helps to track business performance and develop new strategies for improvement. This report shows how a company emerald insight develop their digital platform with the help of facebook. And how they use marketing over facebook and also shows advantages and disadvantages of using facebook. Use of facebook for development of their business and how it helps them to engage large number of customers with their product and develop strategies to use the digital platform for the success of business. Facebook is a worldwide used app and helps company to engage customers with company product and services. 1 Introduction to company Emerald group publishing is one of the leading company in publishing books and journal situated in United kingdom. Company provides books related to management, library studies, books related to health field, engineering, business education. Company established in 1967 in the united kingdom and headquarters situated in Bingley. Emerald publishing has employees around 250 effectively working for the company towards their success(Chaffey and Ellis- Chadwick, 2019.) . Vicky Williams is the CEO of the company and company has a revenue around 39.9 million. Emerald insight provide academic journals , books series. Books related to management, business education, library studies, books from medical field. Emerald insight provide books to students, scholars and other academic students for the success of the business. The academic journals are required for high school students, graduates, psychologist, teachers, literature. Company main target audience are the student from different fields and teachers of different backgrounds. Emerald insight uses the digital platforms for the development of the organization. The digital technologies help them to develop their business at large scale. The business needs to expand and for that they need an effective marketing strategy for development of their business. Due to increasing competitors of Emerald insight they need an effective strategy for the development of their business. Company uses social media marketing for development of their business. Social media marketing includes marketing over Facebook, Instagram, you tube,
google etc.. Company uses marketing over Facebook because large number of students or customers have their accounts on social media and Facebook helps them to reach large number of desired customers they are aiming for the development of their business. Facebook easily engage customers to their products. Development of business is largely depended on the efficiency of the business to use digital marketing tools for the development of the business. Social media helps Emerald publishing to increase brand awareness towards their product and gain large number of customers. Company drive traffic for the development with the help of social media platforms. Facebook required to generate leads for the business and helpful to develop and effective customer service and feedback. The social media builds a two way communication between a company and a consumer(Ryan, 2016.) . The social media helps company to monitor their performance and develop new strategies to improve their performance. Facebook helps emerald insight to target the specific market or type of customers on the basis of their location, gender and interests. Social media marketing helps company to engage new customers and retain their old customers with theeffective use of the digital platform for the success of their business. Facebook helps emerald insight to gather information about their customers like students collect information about the departments in which they are studying and information about their likes and dislikes, behaviour of the customers towards the marketing. The company needs to develop an effective chain for the development of the business and for the effective use of the development of the business. The business uses different types of digital technologies for the development of the business. 2 Analysis of current tool The company emerald insight uses Facebook for marketing their products in different territories and to develop their business at large scale. Company requires Facebook for the development of their business at large scale and for the establishment of their product in a growing market. Strengths in using Facebook Brand awareness Facebook is a big platform to market the product at a large scale. Helps business to gain large number of customers for the development of the business. Due to large number of the customers are using Facebook it becomes easy for emerald insight to develop the brand awareness in the minds of their customers(Mooney and Slobodian, 2016.) . The brand awareness of the product help them to establish their business. Brand awareness engage the potential customers with the company and help business to increase their sales in the market. Drive website traffic
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Facebook helps emerald publishing to drive traffic towards their product and develop customers. Due to large number of customers are using Facebook and marketing over the platform helps company to develop. Company needs an effective marketing over the facebook to gain traffic to website. Company can post their services so that customers can visit the website. Targeted advertising Emerald insight is publishing books and journals and facebook helps them to market their product to target audience. Large number of students and young generation are using facebook and it helps company to market their product on the basis of age gender, demographics, taste and interest of customers. Generate leads Facebook or use of social media helps emerald insight to develop a strong base of customers. Facebooks helps them to analyse the marketing strategy of their competitors and prepare their business strategy according to the strategy of the competitor. Effective marketing on social media helps them to gain an competitive advantage. Customer service and feedback Facebook helps emerald publishing to establish an effective communication between customer and company. The two way communication helps business to communicate with customers about their problems or questions related to the products and services of the company. Business receives the feedbacks from the customers to improve in near future. Monitor and improve Facebook helps emerald publishing to analyse their situation in a market helps them prepare plan for future. Information gathered from social media helps them to improve in near future. Monitoring the strategies of the competitors and prepare an effective strategy to improve product better than competitor. Weakness in using facebook Time and resources Marketing over facebook needs time. Emerald insight needs to hire an employee to prepare their marketing strategy and to manage the social media marketing of the business. Company needs a staff to create an effective content to engage the customers with the company. Skills
The employees who are responsible to handle social media pages of business needs and effective skills to develop content and respond to the customers(Kannan, 2017) . Employees needs proper training because they are representing the image of the company. Budget Business needs to pay for advertising their product over social media. Marketing over facebook needs to invest in paid for advertising. Company needs to prepare their budget to market their product on digital platform. Negative feedback Theeffectivecommunicationbetweencompanyandcustomerscomeswitha disadvantages.Customerswhoarenotsatisfiedfromcompanyproductprovidenegative feedback on website and business needs to handle those comments because large number of audience are visit website and companies reply plays and major role over those customers. 3 Use of Google analytics to measure success To know where visitors come from Analytics help business to measure from where customers come to visit the website of the company. Analytics help business to gather information about the customers like social media they are using or from which digital platform a company can reach easily to the customers. To understand the geographical area which brings the most customers The Google analytics analyse the location ofg the customers from where large number of customers are attracted towards the product(Stephen, 2016.) . This helps emerald insight to prepare the marketing strategies on the requirement of their customers. Help business to retain their customers and create new one. Segment customer base Choice and preference of each and every customer is different from one another business needs to use Google analytics to segment those customers. It helps company to prepare their strategies on the segmenting the different parts of society. Segmentation helps company to analyse the real customers of their product. To create and track the campaign Google analytics help emerald insight to create the compaign with the use social media. Campaign is created to drive traffic to the website of the company. After the creation of
campaign the business needs to track the effectiveness of the campaign to attract the customers towards the company. The campaign is created to reach out the customers. To check if company achieving goal Google analytics help business to analyse the goal of the company. With use of social media and facebook the emerald insight is able to attract the customers or not and effectiveness of their marketing strategies to achieve the goals of a company(Baltes, 2015.) . Google analytics help to track the customers. To learn which search terms bring traffic When a company is going to market their product on social media that company needs a effective content to influence the customer towards the website. Google analytics helps to finf the important keywords nor symbols that easily attracts the customers towards the website of the company. Effective content help companies to attract the customers towards their product. Study your competitor Google analytics helps to analyse the policies or strategies used b you competitors to attract customers. Helps to know the number of customers visiting the competitors website and compare them to know the engagement of customers to compete with the competitor. To understand the kind of content you should create Google analytics help business to analyse the kind of content business should create. Analysis helps business to develop the content that able to increase the number of visitors on company website(Leung and Baloglu, 2015). Content is an impression that attracts the customers towards the company. Effective content helps business to grow. Understand why visitors are bouncing off your site Google analytics provide a report or information about their customers. Helps them to analyse the visitors visits website but not become a customer of the company. Reasons about the inefficiency of the content or ineffectiveness of website that are not able to hold the customers. To understand the social platform to target Google analytics help business to choose an effective social platforms to market their product. Social platform help business to develop and Google analytics analyse the social platform that is effective for the business to achieve their goals. Platform must be in budget of the company and able to influence the customers towards the company.
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4 Recommendations Business uses digital marketing to develop their business at large scale. To reach large number of customers all over the globe(Dwivedi, Kapoor and Chen, 2015.) . Facebook is one of the main platforms to market the business at0 social media helps business to develop at a large scale. Emerald insight needs facebook to engage students, teachers with their product. Have a clear goal and strategy Business needs to have a clear goal to market their product at social media using facebook. Emerald insight needs to prepare the strategy according goal and implement that strategy to their facebook marketing to achieve their goal. Company needs to post daily about their products. Plans are prepared on the basis of platform a company is using. Post regularly Facebook marketing helps post regular about the product like recent changes or new products to engage and retain customers. Regular post helps business to develop an image in the minds of the customers. Regular post helps customer to regular interact with the company. Company needs to develop a regular posting like images and videos about company. Encourage comments and reply quickly Facebook helps company to encourage customers to comment about the product. And reply quickly to the comments of the customers. Company needs to regular comment on the post of the customers. If company is not able to reply on time then they lose their customers. Use pictures and videos Pictures and videos are required to build an identity in the minds of the customers. Posting pictures helps to provide information about the product to the customer. Videos are also helps to engage and entertain the customer(Touchette, Schanski and Lee, 2015.) . People like to entertain at social media and facebook helps company to entertain as well as market their products. Nurture your relationship With effective communication and useful content helps company to engage and develop an effective communication. Engage them with communication helps in building relation with the customer. And provide rewards to the effective customers. Promote your facebook page
Promoting companies facebook page helps them to establish their online presence as well as increase interaction of the customers with their company. Promotion over facebook increase the sales of the company as emerald insight is a books and journals company so the students easily get the books with the help of online platforms. \ Use facebook to l;earn about the customers Once a customer’s engage with your companies facebook page you can easily market your product. And helps company together information about the customers likes and dislikes with the help of their facebook page. Conclusion Facebook is a platform on which large number of young generation post their day to day activities likes and dislikes, and provide their personal information. Facebook helps business to develop their online presence. Emerald insight is a company which publishes books and journals and facebook help them to reach their desired customers like students and teachers. Help business to develop at large scale. Facebook is one of the important marketing tool for businesses. Facebook helps customers to solve their problems a customers can provide their feedbacks and companies can provide them timely support by replying on time. Facebook initiates the development of the business in an effective way so that customers can easily engage with the product. Emerald insight use facebook as their marketing tool to develop a new market for them and retain their old customers. Facebook helps them to develop their business strategies and increases the visitors on their web pages. Facebook is a tool which is required for the development of the business.
References Books and Journal Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson UK. Ryan, D., 2016.Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined problems in digital marketing.Journal of Digital & Social Media Marketing,3(4), pp.294-303. Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda.International Journal of Research in Marketing,34(1), pp.22-45. Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology,10, pp.17-21. Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing.Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V,8(2), p.111. Leung, X.Y. and Baloglu, S., 2015. Hotel Facebook marketing: an integrated model.Worldwide Hospitality and Tourism Themes,7(3), pp.266-282. Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and advertising.The Marketing Review,15(3), pp.289-309. Touchette, B., Schanski, M. and Lee, S.E., 2015. Apparel brands’ use of Facebook: an exploratory content analysis of branded entertainment.Journal of Fashion Marketing and Management,19(2), pp.107-119. Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The new hybrid element of digital marketing communications.Procedia-social and behavioral Sciences,189, pp.335-343. Signori, P. and Flint, D.J., 2016. Digital Marketing Innovations and their role in service ecosystems, the exchange of value and social impact.Tiziana Russo-Spenaand Cristina Mele, p.259. Karjaluoto, H. and Ulkuniemi, P., 2015. Digital communications in industrial marketing.Journal of Business & Industrial Marketing. Key, T.M., 2017. Domains of digital marketing channels in the sharing economy.Journal of Marketing Channels,24(1-2), pp.27-38.
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