Digital Marketing in an Organization
Added on 2020-02-24
7 Pages2079 Words37 Views
Marketing
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Digital Marketing 1DIGITAL MARKETINGStudent’s Name:CourseProfessor’s NameInstitutionLocation of InstitutionDate
Digital Marketing 2DIGITAL AND BRICK AND MORTAR MARKETING STRATEGIESBackgroundIn the last few years, technology has advanced with a high note. Many fields have tried as much as possible to integrate their strategies to fit the dynamic world while some other companies have emerged with a total different approach and strategies in business. Thisis through the channels of production, marketing and also purchase strategies of their customers. These new strategies that business has taken from the physical marketing to onlinebusiness is what has been regarded as the digital marketing (Hult & Sjölund, 2017, p.48). In contrast, digital marketing has started to outdo the brick and mortar marketing strategies where organizations had to advertise their products and services on the billboards, magazines,newspapers and using people to advertise to the society. Digital marketing has shifted this to online platform where a single person can make a product known to very many people in every part of the world and the customers can share and review the product after purchasing it(Tiago & Veríssimo, 2014, p.703).Review of the Kogan.com marketing Website.Kogan.com is such a site that has embraced digital marketing. It uses very many platforms in social media to advertise its marketing products. The online company uses Facebook, twitter, LinkedIn and many others. Starting as TV selling site for Ruslan Kogan, the digital market has expended so quickly and it is spreading to many countries. Now, the company is offering approximately 50,000 products and other services like Kogan travels. Kogan is situated in Australia where there are other brick and mortar marketing companies. Itis in a position to make profits of more than $112.8 million a month which is a great stake foran online market. The company has also employed a number of approximately 120 employees who serve the customers online and physically when need be.
Digital Marketing 3According to Ruslan Kogan, the company is growing at a very higher rate as he presented the profit increase in June 2017, to be 63%. Kogan has also joined with other types of industries in manufacturing, processing and assembling sector like mobile phone manufacturers for the case of Vodafone who has promoted the company by offering corporate responsibility of supplying Kogan with their products for marketing and sales. When the product is purchased by Kogan, they take the images for uploading in different media groups and also to their main site and the customers are able to purchase and pay online through the online banking system and then the delivery is made as per the terms and conditions agreed upon by the company and the customer. Therefore, digital marketing becomes a more convenient market for the customers as they shop still in their houses and at any time of the day or night. The strategy also becomes convenient to the marketing operatorsas they can reach out to very many people and serve them from anywhere.Identification Description and classification of the customer into the key market segments.Customers are different. There are different segments to define them in the market. It is done on the base of groups or individuals who are similar is a unique way. For instance, customers of the same age, gender, interest, spending habits, locality and economic background may tend to have different customer behaviour. In terms of digital verses brick and mortar marketing, there are the customers who are fond of the digital marketing and has embraced it so much while others are still under brick and mortar marketing. Some of these customers have not embraced the digital marketing for their service. They feel as if their cashwould be stolen, however, this is a factor of customer segment. The key market segments, that is, geographical segment, price segment, media segment and demographic market segments can well categorize the customers (Aghdaie, Zolfani & Zavadskas, 2013, p.213).
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