Importance of Digital Marketing - Assignment
Added on -2020-07-22
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DIGITALMARKETING
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11. Importance of investing in digital marketing..........................................................................12. Steps and activities that can be undertaken for assess the firm's organic search marketingperformance.................................................................................................................................33. Steps, tools or any process that can used for analysing the existing paid search activities....44. Effective online display advertising campaign to enhance reach, awareness, branding andinfluence for target consumers....................................................................................................55 Email marketing process and key activities associated at each stage......................................76 Social media and many other types of media...........................................................................97. Mobile marketing as a part of marketing strategy................................................................128. Measuring the success of Apple's digital strategy using analytics........................................139. Key task and activities that must be incorporated into effective digital marketing strategy14CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................16
INTRODUCTIONIn the modern world of business, there has been aggressively change in the workingmethodologies of business. Use of technology has made the operations easier, efficient, effectiveand smoother. Digital marketing is considered as the use of digital technologies in the marketingoperations. So is the case with marketing where use of digital medium has enlarged the reach ofcompanies in the market while ensuring that the cost of activities remains on the lower side.There are many tools and techniques that are used by the firms to achieve motives of marketingin a better way (Bosomworth, 2015). There are many ways in which firms apply their marketingactivities so as to make sure that their company links remain on the top of organic search results.Apple is one of the best performing companies in the technology and digital devices industry. Itis known for its innovated products which has made this company as a leader in the industry.This report highlights the ways in which PPC and many other organic search marketing toolshelp in increasing sale of products in market. It also explains the constraints that are involvedwhile using marketing tools and ways in which it empowers whole marketing campaign. Use ofemail marketing which is the most common now-a-days has also been illustrated.1. Importance of investing in digital marketingIn the modern scenario, when the use of internet has increased considerably and reachedto the hands of many people, it has become essential for the firms to invest in digital marketing.Apple has its own website that helps in making the marketing processes easier. With theintroduction of the concept of IOT, it can easily be said that in the coming future, use of onlinemediums for marketing will be increased. This way of marketing has various advantages whichillustrate its importance:It makes the reach of the company’s marketing campaign in the larger part of thepopulation.Changing the marketing plans and reaching to the consumers gets faster.It saves a lot of money of company as this medium of marketing is less costly than that oftraditional mediums (Chaffey and Ellis-Chadwick, 2016).Use of digital tools such as PPC, email marketing and social media can prove to be theexcellent platforms that company can use for making its reach to a large section of society. SEOis one of the major factors in this as it helps in bringing search results on the top of front page.1
Traditional marketing approaches are very time consuming and involve a lot of costing tobe done. Use of TV ads and newspapers can be beneficial but since in the modern scenario,people are spending their major part of the time on digital mediums hence, it becomes moreessential for the firm to use this medium.There are several opportunities of digital marketing which are needed to be understoodby Apple. Market research: Through the use of digital mediums, Apple can easily perform marketresearch. It is due to the fact that this provides an excellent platform where there is largeamount of secondary data available (Chaffey, Smith and Smith, 2013). In this, there aremany software that also helps in the evaluation of collected data.Digital marketing channels: It is essential for the firm to understand digital marketingchannels it has for its promotional and marketing activities. Some of the most popularchannels in this regard are like social media marketing, pay per click, email marketing,SEO and many others. These channels are extremely powerful and capable of making themarketing to the large sections of the society. It can also be done as per the segmentationdone by firms i.e. a company can take use of channels according to target market theywant to influence.Analytics: It is considered as the discovery, interpretation and communication of datapatterns that are meaningful in nature. Analytics is based on the predictive, prescriptive,descriptive, cognitive, retail, sales force sizing and optimisation, price and promotionmodelling credit risk analysis as well as fraud analysis. There is an extensive use ofcomputations, algorithms and software that is used for analytics which harness the mostcurrent methodologies in statistics, mathematics and computer science.There is severe constraint that is attached with it like there is a very large amount ofinformation that is flowing at these technologies which reduces the number of sighting at thesechannels (Charlesworth, 2014). People generally ignore the ads at these mediums. It is helpfulfor targeting potential consumers who have desire to buy similar kinds of products.2. Steps and activities undertaken for assessing firm's organic search marketing performance Apple uses various steps for increasing its organic search ranking performance. Some ofthe steps in this regard are as follows:Encouraging a website’s organic search ranking using elements of on page and off page.2
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