Digital Marketing Strategies & Practices

Customer Focus and Digital Marketing project

Table of Contents
INTRODUCTION...........................................................................................................................1
Question 1: Concept of digital, services and the customer.........................................................1
Question 2: Where is digital or service research today? How has it impacted on today’s
customer?....................................................................................................................................2
What directions has it taken?.....................................................................................................2
Question 3: What is social media platforms, how it has impacted on the organisation and How
does management cope with the changing market through a digital..........................................3
Platform? How might it compare to a Goods-Dominant Logic compare to the........................3
Service Dominant Logic?...........................................................................................................3
Question 4. What is value and strategies to enhance the digital perspective. ............................5
Question 5. Impacts of digital marketing on management theories............................................6
Question 6. Impact of niche marketing on small retailers .........................................................7
Question 7: Importance of consumption. Particular by the digital platform...............................7
Question 8. Research through secondary data............................................................................8
Question 9.Impacts of organisation functions on strategies........................................................9
Question 10.Impact of digital services on the customers and most importantly on the
businesses....................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In the today's era digital marketing is the most important aspect for the organisation when they
are marketing their products or generating awareness. It is the most appropriate way by which
venture can create connection with the customers and have effective communication with the
target market. Other than that it is most effective strategy by which venture can create able to
create their brand image in the eye of customers and market place. Digital marketing is the very
innovative and novel concept in the 21st century. With the different platforms of digital
marketing, organisation can promote their product and services with the helps of database-driven
online distribution channels to approach consumers in an appropriate, significant, individual, and
lucrative manner (Montgomery and Chester, 2013). There are several platforms of digital
marketing that are search engine optimisation, social media advertisement, web marketing, e-
mail marketing, pay per clicks, wireless text messages, instant messages, RSS, blogging, fax,
video streams, podcasting, broadcast, etc. Other than that there are several other platforms that
are included in the digital marketing which are coming from the tradition time, that are TV,
radio, print and billboard etc. Digital marketing has become so powerful network of advertising,
that with the introduction of “Double click” strategy of Google for internet, the people in world
has become very close link-up to each and every place conveniently. For this report of essay,
Hilton hotel have been selected which serve accommodation to their customers. It is most
renown organisation in the tour and travel industry, which serve innovative products, amenities
and services. Amenities (O'Keeffe and Clarke-Pearson, 2013).
Question 1: Concept of digital, services and the customer
Digital marketing is the way by which organisation promote their products and services
with the help of web based technologies. There are several platforms that are included in the
digital marketing such as search engine optimisation, pay per clicks, video streams, podcasting,
broadcast, social media advertisement such as Facebook, Twitter etc. It is had become most
important factor for the organisation in order to promote their brand and products and services.
Different marketing campaigns are being created by the different ventures where they can
promote their business in very cost effective and convenient manner. It has been founded that
digital marketing have enhances to various aspects such as broadband internet, Wi-Fi network,
and mobile phone access (Chaffey and Patron, 2012). Other than that it have been analysed that
there is 10% increase in these new technologies by January 2011 to January 2012. The attitude of
1

the managers have been changed after the introduction of digital technologies and marketing.
They new take marketing as positive aspect. This is because it helps the venture to create
effective connection and communication with the target market (Persons and Waitman, 2012).
Other than that when it comes to the service industry, these organisations do not have any
products in order to attract customers but they need to create public relation so that they can sell
their services. It is very important for the services based industry to retain their customers. In
order to retain old clients, they need to market their brand with the help of word of mouth (Wang
and Tang, 2011). Other than that it is very significant for keep the existing customers satisfied so
that they can communicate the brand to other customers. Public relation is the most significant
part of service industry which can be created with the help of digital marketing.
Customers are the assets of organisation, if the venture is not able to cater the needs and
wants of customers, they the venture will not have success. Customers are the end user of
products and services. The venture should have this belief that the person should have maximum
satisfaction from their products and services and person who consumes products and have
satisfaction, that is known as customers. For the organisation, there are two types of customers
that are existing and new customers (Balasubramanian and Sawhney, 2013). Both of them are
very significant for the venture. When it comes to the service industry, then quality of services
and promotional techniques is very important
Question 2: Where is digital or service research today? How has it impacted on today’s
customer?
What directions has it taken?
Digital and service research is the use of digital technologies to change the way research
is undertaken and make it possible to tackle new research challenges. Virtual Operating Systems
is the most common tool for digital research (Frick, 2010). It is most important in the computer
industry. With the help of digital research, organisation can collect all information about the
customers and different stakeholders so that they can able to create different strategies to market
their products and services. In today's era it is very effective way, such as the organisation want
to know the taste and preferences of the customers related to the new service of product of
organisation. The venture is mainly focused on the research so that they can able to serve
innovative products and services to customers (Brooks, 2014). It is very important for the
2