Digital Marketing Report

This report analyzes the evolution of digital media marketing and its impact on the cosmetics industry, focusing on APIVITA. It evaluates the company's web and social media strategies based on theoretical frameworks, highlighting the importance of communication, engagement, authenticity, and substance in digital marketing.

DIGITAL MARKETING

TABLE OF CONTENTS
Part 1................................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Part 2................................................................................................................................................1
Evolution of Digital Media Marketing ..................................................................................1
Part 3................................................................................................................................................4
Usage of the theoretical framework of the business with the audit in which is evaluation of the
web and social media strategies.............................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

Part 1
INTRODUCTION
Digital Marketing is promotional effort made by business through electronic media and
brands. This is very different from the traditional marketing and helps business entity to use
various marketing campaigns of working for understanding way of operating of an organisation.
Report will focus on social media marketing of APIVITA. This entity is dealing in cosmetics
products in Europe. This company was founded by Nikos and Niki Koutsiana in 1972. This
business entity is serving in more than 15 countries. The main component of the cosmetics which
are used is resin of the bees which is gathered by the bark of the leaves and leaf buds of the trees.
Cosmetic industry was started in early of 20th century. Market of cosmetic industry is spread
across the world. In this report, business of digital marketing strategies which are originated and
impacting on the APIVITA will be discussed. It will study about evaluation of web and social
media strategy of APIVITA. Cosmetic industry is very ancient it is working in the form the
years. Products are made of the natural ingredient like flowers, honey, vegetables etc.
Part 2
Evolution of Digital Media Marketing
Nowadays, digital marketing is mostly used as compared to the other marketing methods.
In just 10 years, the use of digital marketing has become the trend. Marketing was originated
with the innovation of printing press in the year 1450. Slowly, the introduction of the magazines
in the 1730 and radio advertisement was evolved in the 1922. At that time the use of these two
things was in the trend and most of the people use these devices for their work. Computers of the
Massachusetts connected with are in the California via dial up in 1965. In 1973, one of the hand
held mobile phone was made. With use of mobile phones, technology has become more
advanced in years. Search engines named Google has been started in 1998 and till now, it is has
become top search engine. SEO was begun in mid of the 90s and by the 2004 (Kannan, 2017).
Use of the digital marketing in the cosmetic industry is more and helps in growing of the
company. Earlier these technologies were not developed and use of the TV Advertisement, radio
was more. Usage of the promotional events of earlier was more than compared to this time.
Ways of the promotion are faster which reach to mass media. Various methods are used for
promotion of the products are Instagram, twitter, Facebook and many more. APIVITA is using
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these social media like Instagram for developing the strategies for this. In this target market is
recognised so that changes and policies are made accordingly. Earlier, firm was using the
traditional marketing techniques which has now reduced in the today scenario. Now, firm is
using the Instagram, twitter and Facebook which help in reaching at the mass audience. With the
use of these promotional methods, firm, fire come able to increase sales and recognition in the
market. By using of digital marketing, any of the customer can see details of product after
closing of the shopping hours.
Advantage which is got by the APIVITA are any changes made in the one shown to
another platform. People who are not aware of company can also know about the products and
show their looking towards the products (Baltes, 2015). With the use of these techniques effect
the sales of the entity. It will help an organisation in connecting with people. Digital technology
has held APIVITA in maximising customer base which will ultimately aid in good turnover of
the business. With help of digital marketing, an individual can post videos about the usage of the
product which will help in popularising of the product as well as APIVITA. It can also help in
knowing the customer which are the usage of the product and effectiveness of the product.
Videos make good impact on the minds of the customers. By posting videos helps entity to know
which type of customer liked the product. If any of the customers wants to know about product
details then all complete the data information is available on the websites. Earlier, products are
purchased by going to shop but most of the work is online. There are many web sites on which
products are available and delivered to home. New products which is are introduced the
APIVITA get notification about product. Earlier, with use of traditional methods, APIVITA can
target customers those that are and loyal. Social media marketing means promotion of via
Facebook, twitter, and many more. Digital technology is helping the companies in reaching to
mass audience, so customer base will increase.
Now with the use of digital methods, business entity can target customers easily. It will
also be helpful in increasing the number customers from different market segments. Most of the
people are now on the Instagram helps an organisation in influencing customers to buy products
or services. By properly mentioning of the price and product details which can attract the
customer. Regular feedback from customer helps company in knowing demands of product
which supports firm meeting the request of people. By making of pages on Instagram helps in
gaining the recognition of the entity. Online marketing has made the work easier and faster.
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Products are sold to customers in the easiest way and payment methods are also faster which is
in making work quicker for entity. Online marketing of the producers enabled business entity to
share the information of product and services offered by organisation. Effect of the digital
marketing on the cosmetic company is that, it has increased the sales via online methods
(Kannan, 2017.).
It has also increased the customer base and profitability position of company. It can one
of the way through which APIVITA can diversify product range according to needs of people. It
can be helpful for the people to use different products according to usage of the product. Many
companies are inspiring people to get makeover which will ultimately increasing sales off the
company. Products for the bride, children, people who are of old age has different types of the
cosmetics available in the market according to their requirements.
With use of the digital marketing, advantages which are made by cosmetic industry are
word of mouth, new platforms, power of influencers and change in the reputation, growing of the
niches, Omni channel strategies and killer content marketing. Most of the sale of beauty products
is made by this mode via e mail and more. This encourages the people to buy the product.
Through E mail and telephones word of mouth publicity of the cosmetics is done. It will be one
of the way through which most of the known customers are target by the entity. It works as the
chain which helps in increasing the sales of product. By implementing this digital marketing
strategy regular conversation with the customers. This will help in fulfilling of the demand of the
consumer. Usage of the new platforms is helping industry in reaching to the heights of success.
New platforms which are used by the companies are pin interest and vine is helping the entity to
work on the brand of the product and the audience. Power of the influencer is there are lot of
people who are influence by celebrities which are present on YouTube. Cosmetic companion
hires the celebrities for advertisement of product because of their fan following on YouTube
(Goel and et.al., 2017). It can help in maximising brand value of APIVITA. Growing of niche
segment can be one of the profitable means for selling cosmetic products. It will be one of ways
through which company is doing its business greatly. Digitally in small segments of market. By
this, APIVITA is operating the business and offering customers diverse products.
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Part 3
Usage of the theoretical framework of the business with the audit in which is evaluation of the
web and social media strategies
Theory of social media marketing is the communication strategy. These strategies refer to
the way of communication is must be two ways which helps in knowing the demand of the
product. When proper communication about product is made with consumer help in knowing the
feedback from the customers. Most of the people use social media with help of this company can
stay in touch with the consumers. There are various ways through which company can stay in
touch with the people. Some of them are making of connections. With the help of the social
media most of the connections are made which are helping the people to maximise the customer
base. Through this platform help in getting the customer from the different markets. Social media
sites are created for communicating with friends and family. With the help of these sites
company is targeting the potential customers which help in getting the customer base of the
people. This helps in gaining of the customer view point of the customer and promote the
product to the people (Charlesworth, 2014.).
With the help of the engagement of the customer which the company has targeted to the
products. Mostly APIVITA are targeting the customers of all age groups. Company is posting
message of the message about the product which must not be hurt the sentiments of the people.
By seeing the message of the company positive supporters of the entity must be maximise.
Followers like to engage with the like minded people and holding the meaningful conversation
which can inspire other persons on the digital media. It is required by marketing manager in
business entity to post such type of messages to people which is spreading the positive messages
to the customers.
Authenticity means products are viewed by customers on the basis of the reviews made
the other one. This helps the customer in knowing the authenticity of the product. For example,
online sites has reviews about the product which makes clear about the real position of the
product. Successful media marketing of the goods helps in making of the product popular in the
market. By seeing reviews of the product company can make the changes which need to be there
in the goods. It will help company in knowing the demands of the product.
Substance refers to quality of the content about the product. Details of the goods must be
real any fake news about it can harm image of the APIVITA. Companies make promotion of the
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cosmetics through well written articles, blogs and photographs of the product which attract
customers. Most of the people read content which has something interesting in it. Copy of
advertisement of product found boring but social media marketing of plan needs to revolve
around the contents with quality (Baltes, 2015). By using these methods of the firm can improve
the training to the employees so that they can work in better way. Firm can use the analytical
approach which can attract more customers and help in maximising brand value of APIVITA.
CONCLUSION
It has been concluded from the report that Digital Marketing helps firm in promotion of
the product and brands through the electronic media like the social media. APIVITA is
promoting cosmetics with help of digital techniques. From this report, it has been identified that
APIVITA is using the communication theory which is helping the company in maintaining two-
way communication with consumer and the employer. Communication theory includes the
making of the connections to the consumer, engagement of the client in the digital media,
authenticity of products is reviewed by feedbacks given by the customer, substance. This report
has highlighted digital strategy which is evolved by time and affected cosmetic industry. Various
social media marketing techniques is are used entity for promotion of product. Facebook, twitter,
Instagram, Pin interest.
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REFERENCES
Books and Journals :
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). pp.111.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Goel, R and et.al.,2017. An Empirical Study to Enquire the Effectiveness of Digital Marketing
inthe Challenging Age with Reference to Indian Economy. PERTANIKA JOURNAL OF
SOCIAL SCIENCE AND HUMANITIES. 25(4). pp.1569-1584.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement.Industrial Marketing Management. 50. pp.117-127.
Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.30(6). pp.703-
710.
Leeflang, P. S and et.al.,2014. Challenges and solutions for marketing in a digital era.European
management journal.32(1). pp.1-12.
Ryan, D., 2014. The best digital marketing campaigns in the World II. Kogan Page Publishers.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Stone, M .D. and Woodcock, N. D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing. 8(1). pp.4-17.
Taiminen, H. M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development. 22(4).pp.633-651.
Tatlow-Golden, M and.et.al.,2017. A safe glimpse within the" black box"? Ethical and legal
principles when assessing digital marketing of food and drink to children. WHO Public
Health Panorama.3(4). pp.613-621.
Tiago, M. T. P.M.B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
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Online
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Digital Marketing .2018. [online] Available through
:<https://www.digitalvidya.com/blog/digital-media-marketing/>.
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