Marketing Communications in the Digital Age

This report discusses the role of marketing communications in the digital age and how organizations use digital marketing to attract and influence consumers. It includes case studies of L'Oreal Paris, Pepsi, Nestle, Danone, Crockett & Jones, John Lobb Bootmaker, and Edward Green Shoes.

Marketing Communications in
the Digital Age

Table of Contents
TASK 1............................................................................................................................................1
INTRODUCTION..................................................................................................................1
MAIN BODY.........................................................................................................................1
TASK 2............................................................................................................................................3
Introduction............................................................................................................................3
MAIN BODY.........................................................................................................................3
CONCLUSION......................................................................................................................5
TASK 3............................................................................................................................................5
INTRODUCTION..................................................................................................................5
MAIN BODY.........................................................................................................................5
CONCLUSIONS....................................................................................................................6
REFERENCES................................................................................................................................7
Books and Journals..........................................................................................................................7

TASK 1
INTRODUCTION
Digital marketing is defined as platform in which organisations promote their products,
services and business at different type of online platforms with internet access. This form of
marketing is being widely used by number of organisation now days in order to influence large
base of consumer attractions (Rees, 2020). This is a cost effective measure through which
organisations can also save their time and can further emphasize upon efficiency of digital
marketing in order to gain more competitive advancements and profitability (Camilleri, 2020).
With use digital marketing entity also offer adequate information about product and services
with a social message to customers. In this report formative discussion has been made on the
manner in which digital marketing allow organisations to draw customer attention towards their
product and services and further influence their purchasing behaviour. Present report include
example of an entity product digital advertisement that made me fascinated and increase my
curiosity towards their product to purchase.
MAIN BODY
As a customer I have curiosity towards a hair care item, a cleanser from L’Oreal Paris. I
have fascinated and generated interest for this product by organisation special activities and
advertisements. As this organisation always engage in attractive promotion activities of their
product and services. I have evaluated that company undertake use of efficient digital activities
and pick slogan that attract attraction in an effective way. It influences any women to have a look
or check product and services of company. In addition to this, with their high quality product as a
well as services this organisation influence large number of customers with an affordable price
range. Slogan of company “we worth it” influence many women’s to try their product or service
at once. In addition to this it has been identified that L’Oreal Paris effectively conduct a wide
range of advertisement measures and project to empower ladies. This made me stick towards
their product and services. Along with this, I have noticed that most of their profit earnings are
charity which is one of the most influencing factors. In addition to this, L’Oreal Paris products
and services brand personality is different and advanced from other that effectively lure attention
of customers. Along with this it has been identify that organisation endorse entertainers and
wonderful ladies around the world to empower other for women. In addition this there are
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number of activities that organisation conducts in order to formulate strong relationship with
their customers with an aim to retain them for long period of time. Along with this by
undertaking use of different social media challenge respective organisation keep relation with
customers and further offer them lovely hampers in order to fascinate more of their interest
towards entity product and services. This organisation continuously engages in the process of
strengthening their relationship with customer with the use of different promotional activities.
However it has been identified that organisation has set comparatively higher range of prices
which is which hard for medium scale individual to afford. However, comparatively to
competitors this organisation has affordable price range with high quality products and services
that maintains their offerings worthy to purchase (Lhaoboonmee, 2020). With the use of
effective and special form of digital activities respective organisation give some benefits to
customers from the items.
Along with this it has been identified that present organisation also provide free instructional
exercises with help of which customers can easily take care of their hair. It has been evaluated
that that having a strong brand message and slogan this organisation effectively attract attraction
of large number of customers towards entity product and services (Іgnatovich, 2020). Company
not only offer high quality of product and services but also take part in different type of CSR
activities to empower the women all around the world. Along with this, respect organization has
also associated with UNESCO in order to aid ladies for around the world and maximise their
living standards. This has been evaluated that L’Oreal contributes in kids training, women
empowerment, wellbeing their security, hygiene and more with use of different type of program.
This organisation also offers different type of benefits to uneducated and handicapped ladies to
increase their living standards. This makes large number of consumers to get fascinated towards
this entity, as this organisation not only engage in the process of profit earning but also perform
their towards social cause for change which is to empower women around the world in effective
manner. Thus, it has been evaluated that with the use of these entire measures respective
organisation effectively manage to influence large base of customer’s attractions towards entity
products and services. In addition to this, it also aid entity to retain their customers for long
period of time and ensure effective relationship with them.
CONCLUSION
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From the report introduced over, the elements which I as a shopper have encountered by and
by which has constrained me to buy it has been talked about. These variables are identified with
the limited time and publicizing component of the organization which has pulled in me.
TASK 2
Introduction
In this report 3 organisations and their product has been undertaken. It has been evaluated
that every organisation has their business in soft drink sector who conduct their business
operations effectively to influence consumer attention in effective manner (Mohr, Shilton and
Hotopf, 2020). Along with this in this report organisation along with their plan and special
system has been discussed.
MAIN BODY
Pepsi: This Organisation established themselves in the year 1933 and develops carbonated soda.
After their establishment organisation undergoes into different type of variations in their
products and offer customers with diet pepsi, pepsi next , pepsi bend, , precious stone pepsi,
pepsi lime, genuine sugar and different type of products. It has been evaluated that this
organisation make sure about different taste in their product and services comparatively to others
in order to gain more competitive advancements in respective industrial sector. This organisation
undertakes use of computerized social media (Kusá and Piatrov, 2020). In addition to this has
been evaluated that respective organisation collaborate with cricket match-up, Football match-up
and other Sports gatherings in order to promote their product and services. With attractive
promotional activities this organisation undertake effective promotion measures comparatively to
rivals that encourage large base of fan following. With use of different type of attractive
advertising measures and endorsing sports personalities around the globe this organisation
influence attraction of number of customers in a well effective manner. This has been identified
that organisation mainly engaged in the process of extensive research before promotion
advertising their product and services in marketplace. Main reason behind this is to undertake
new and more attractive measure to influence individual and young generation attention towards
entity offerings. In addition with this company also think out –of- the box to deliver innovative
product and services like Pepsi next, vanilla Pepsi, pepsi lime to customers with more taste. In
order to influence attention of consumers who are emphasized upon healthier aspects this
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company launche coated sound and dietary cokes to gain more competitive advancements. With
use of their innovative ideas and attractive advertisement methods this organisation ensures more
profitability and revenue generation capability. In addition to this, it has been evaluated that with
the help of their effective advertising measures as well technique organisation influence interest
of large number of customers in effective manner and further serve their needs and demand in a
well effective manner.
Nestle: Nestle operate their functioning worldwide and offer different type of products and
services in food and beverage industry. Company was founded in 1866 by Henry Nestle and
effectively manages dairy and espresso items. By offer high quality products this company
marked their position in Forbes 500 best organisation list, as company secured 64th position.
Along with this, respective organisation effectively separated their market segment on the basis
of geographic and segment premises. Company offer different type of product and services in
these segments thus, in order to promote their offerings company undertake use of different
commercial advertising methods in order to enhance maximise their fan followings. With the
help of attractive advertising measures this organisation influence purchasing interest of
watchers that make their purchasing interest tend towards entity highly qualitative and tasty
product range (Setkute, 2020). With the help of passionate advertisement measure this
organisation connect to watchers heart which is there one of the most important strength for this
entity. Organisation takes advantage of enthusiastic plans as well as strategies in which they
mainly emphasize upon consumer perception; however this has been identified that due to their
advertisement on newborn baby this company faced certain issues in South Africa and that
further lead towards National boycott of entity products and services in the country. With the
assistance of all these effective promotion strategies respective entity not only attract customers
attention but also assure their attractive brand image in marketplace.
Danone: This organisation situated in Paris, France and offer drink and food products
worldwide. Respective entity is situated in Barcelona, Spain and offer different type of product
and services along with items like espresso, filtered water, dairy items and dietary enhancements
to consumers (Lee, 2020). According to the evaluation it has been identified that Danone
undertake their promotion and advertisement measures with use of promoting division according
to segment and geographic premise. This has been identified that with the use of extensive
research respective organisation examine each and every product price of competitors in
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marketplace and by evaluating them offer affordable and low services and products to customers
in order to gain more economic advantage.
It has been identified that all of the mentioned organisation offer refreshment items to their
customers with use of different advertising and promotional techniques in order to influence their
attention. It has been identified that all of them undertake use of computerized technique through
which they effectively ensure consumer attention towards their product and services.
CONCLUSION
According to the above evaluation it has been concluded that, the entire three organisations
undertake use of limited-time methodologies in order to promote their other products among
consumers. Organisations take use of different special system to influence consumer attractions
towards them. It has been identify that all the organisations undertake use of different measures
like crusades, passionate commercials and while centred on their valuing to effectively
encourage purchasing behaviour of customers.
TASK 3
INTRODUCTION
This report include discussion that has been made on three shoe brands and the manner in which
they attract consumer interest and target them with the use of their web based social networking
advertisement methods (Barnett, Henriques and Husted, 2020). Along with this report include
methodologies that have been undertaken by these organisations in order to establish the brand in
marketplace.
MAIN BODY
Crockett & jones: A Shoe fabricated organisation established in 1876 by Charles Jones and Sir
James Crockett, it has been evaluated that products of this organisation showcase the way of
Britain in an effective manner. Mainly this organisation emphasizes upon assembling the boots
with their exceptionally old and modernizes way of business exercises. By passing year this
organisation evolve themselves in a significant manner with the help of computerised stages and
offer their products and services in marketplace in an effective manner. It has been evaluated that
organization shoes are handmade that automatically maximizes their value comparatively to
others. However it has been identified that organisation does not undertake use of any versatile
application yet and offer the products via physical stores in United Kingdom along with this,
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with use of their online site this company demonstrate items that are available in their physical
stores among consumers.
John Lobb Bootmaker: This Company was founded in the year 1866 and mainly engage in the
production of boots for men and provide lavish product and services to their customers. This has
been evaluated that along with shoes this organisation also offer fabricated satchels, wallets,
belts and other products to customers. This entity was founded by John lobb and offer their
product and services in different nations like United States, Australia, India and more. Products
of this company are of very high range as it offers lavish offerings to customers.
Edward Green Shoes: This organisation was established in the year 1890 and offer very high
quality products. This has been identified that all shoes of this organisation are handcrafted and
falls under luxurious product range (Bazarcı, 2020). With their high quality and amazing design
customers get effectively attracted towards this organisation offering. This entity is having
different stores in New York, London, Paris Japan and more. In addition with this it has been
identified that along with the physical stores this entity also offers their products at their own
online website. In addition to this it has been evaluated that Edward Green Shoes not have any
form of versatile application but with use of their attractive social and advanced advertising this
organisation attract consumer’s attraction in a well defined manner.
CONCLUSIONS
As per the above report it has been concluded that social computerized as well as percentile
promoting measures is being undertaken by the organisation with the help of the system decent it
is effectively influence attention of customers in an attractive manner however these entities do
not undertake use of any form of percentile showcasing but despite of this they have a significant
brand image in United Kingdom however with the use of computerized showcasing these
organisation for limited time offers for the client through which they influence consumers
attractions towards interior products in an effective manner
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REFERENCES
Books and Journals
Rees, S., 2020. Public Relations, Branding and Authenticity: Brand Communications in the
Digital Age. Routledge.
Camilleri, M.A., 2020. Higher education marketing communications in the digital era. Strategic
marketing of higher education in Africa. London: Routledge.
Barnett, M.L., Henriques, I. and Husted, B.W., 2020. The rise and stall of stakeholder influence:
How the digital age limits social control. Academy of Management Perspectives, 34(1),
pp.48-64.
Bazarcı, S., 2020. Real-Time Marketing as a New Marketing Approach in the Digital Age: A
Study on the Brands' Social Media Sharing in Turkey. In New Media and Visual
Communication in Social Networks (pp. 208-222). IGI Global.
Mohr, D.C., Shilton, K. and Hotopf, M., 2020. Digital phenotyping, behavioral sensing, or
personal sensing: names and transparency in the digital age. npj Digital Medicine, 3(1),
pp.1-2.
Lee, J., 2020. Change in the Digital Age. In Accelerating Organisation Culture Change. Emerald
Publishing Limited.
Cambier, F. and Poncin, I., 2020. Inferring brand integrity from marketing communications: The
effects of brand transparency signals in a consumer empowerment context. Journal of
Business Research, 109, pp.260-270.
Li, F., 2020. Team to Market (T2M): Creating High Performance Teams in the Digital Age.
Setkute, J., 2020. In search of digital marketing communications success: the case of oil and gas
industry B2B SMEs (Doctoral dissertation).
Milczarek, S., 2020. The Use of Social Media by Technology Transfer Offices in Marketing
Communications. Marketing of Scientific and Research Organizations, 35(1), pp.57-72.
Іgnatovich, L.S., 2020. FORMATION OF A MARKETING COMMUNICATIONS
STRATEGY IN THE ACTIVITIES OF THE INSURANCE MARKET OF
UKRAІNE. Bulletin of Zaporizhzhia National University. Economic Sciences, (1 (45)),
pp.106-113.
Lhaoboonmee, K., 2020. Integrated marketing communications to deter downloading of
copyrighted music in Bangkok Metropolitan Region (Doctoral dissertation).
Kusá, A. and Piatrov, I., 2020. Perception of global environmental problems by Generation C
and its marketing communication preferences. In SHS Web of Conferences (Vol. 74, p.
01021). EDP Sciences.
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