Digital Marketing Strategies for Google Merchandise: AI, Omni Channel, Influencer Marketing, User Generated Content

This article discusses the latest digital marketing strategies for Google Merchandise, an E-commerce company that sells Google-branded items and products. It covers Artificial Intelligence (AI), Omni Channel Marketing, Influencer Marketing, and User Generated Content. The article also includes references to recent research studies on new trends in retailing and services, negative fan reactions to postings on sports clubs’ online social media channels, and in-store proximity marketing.

PART 1
Portfolio

Table of content
Introduction
Artificial intelligence
Omni channel marketing
Influencer marketing
User generated content
References

Introduction
Digital marketing encompasses all
marketing activities that employ multiple
digital media to efficiently attract,
maintain, and interact with an
organization's present and future clients. In
today's World Wide Web corporate world, it
is critical that businesses create a
successful internet strategy that meets
their advertising objectives. The article that
follows is predicated on Google
Merchandise, an E-commerce company that
sells Google-branded items and products.

Artificial intelligence
Artificial Intelligence (AI) is at the centre of
global corporate world. Businesses have
used AI in a variety of ways. Certain people
use it for business procedures, whereas
others use it for advertising

Omni Channel Marketing
Omni channel marketing is similar to multi-
channel advertising in that it involves
creating several points of contact across
numerous platforms to promote your brand
and product picture and guide customers
through the purchase process. Just one
distinction is that multichannel is a global
phenomenon.

Influencer Marketing
Influencer marketing is a growing trend
that they may have seen on social media
channels. It's a form of word-of-mouth
advertising in which celebs or influencer
marketing is employed to spread a
company's message to a wider audience.

User Generated Content
User-generated content is a popular way to
reach out to millennials and Gen Z. Many
firms as a whole are pushing their
customers to provide creative content in
exchange for discount, awards, or free
items. Apple launched a contest in 2019 to
raise the profile regarding the iPhone's
picture quality.

References
Souiden, N., Ladhari, R. and Chiadmi, N. E.,
2019. New trends in retailing and services.
Weimar, D., Holthoff, L. C. and Biscaia, R.,
2020. When sponsorship causes anger:
understanding negative fan reactions to
postings on sports clubs’ online social
media channels. European Sport
Management Quarterly, pp.1-23.
Willems, K., Brengman, M. and van de
Sanden, S., 2017. In-store proximity
marketing: experimenting with digital
point-of-sales communication. International
Journal of Retail & Distribution