This document discusses the six forms of digital media marketing and the importance of digital media in marketing. It also analyzes the digital media strategies of Qantas, Virgin Airlines, Walmart, and Adidas.
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Running Head: PRINCIPLES OF MARKETING MANGEMENT 0 PRINCIPLES OF MARKETING MANAGEMENT System 4/15/2019
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PRINCIPLES OF MARKETING MANGEMENT 1 Contents Answer1:The six forms of digital media marketing are:................................................................2 Answer 2: Importance of digital media and analysis of 2 Australian and 2 international firms.....2 References........................................................................................................................................4
PRINCIPLES OF MARKETING MANGEMENT 2 Answer1:The six forms of digital media marketing are: Social media marketing: It is a process of attracting customers through sites such as Facebook, Instagram and twitter. Content marketing: it usually involves creating the material and sharing it online through different sites in the way of blogs or etc. Search engine optimization: it is a tool to increase the number of visitors on the sites or a particular platform. Television advertising: it is a ways of attracting customers through ads and commercials which are paid by the brands Email marketing: it is a way of advertising through emails. Many brands send deals on customer’s emails to attract them more to the brand and connect personally with them. Pay-per click: it is a tool or a model of the internet, which is used, for which the advertiser pays fees and each time someone clicks on the ad the advertiser gets the money. For example: ads before a YouTube video. Answer 2:Importance of digital media and analysis of 2 Australian and 2 international firms Digital media is actually a kind of tool that adds a lot of value to the business. It gives customers a chance to connect and interact personally with the organization. Digital media helps in sharing all kind of information easily with the customers. It also helps in answering the questions of the customers quickly; there are certain brands, which use platforms like Facebook YouTube and twitter and they answer to the customer queries very quickly. Using digital media also helps in displaying the brand.If a company or an organization has a strong social media presence, it builds a good reputation for the company and attracts more customers(Howard and Hussain, 2011). QantasandvirginairlinesbothareAustraliancompanies,whichusedigitalmarketing effectively. Qantas airline spends around seventy percent of its income on its digital marketing. It has been said that the digital data has improved customer experience with the airlines. It has improved its mobile app and website experience as well, whereas virgin airlines have increased
PRINCIPLES OF MARKETING MANGEMENT 3 its audience by using social media such as Instagram for its growth. Virgin airlines have started connecting through Instagram stories. It promotes it certain flight deals through Instagram. It post different kind of content and post it every single day to attract customers(Tuten and Solomon, 2017). Wal-Mart and Adidas are the two international companies, the strategies that can improve their digital media strategies are: 1.To focus on conversion and not the leads This means to see where does the customers spend most of their time on and then target them with the type of content they would get most attracted to and choosing the right platform to attract the customers. 2.Easily available Customer service It is very important for the customers to have someone to talk to incase they have any issue with the product or the brand. Sometimes if this service is not, available it can affect a customer’s thinking about the brand social media or digital media helps in providing this service easily as customers can connect to the brand directly.
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PRINCIPLES OF MARKETING MANGEMENT 4 References Howard, P.N. and Hussain, M.M. (2011)The role of digital media.Journal of democracy,22(3), pp.35-48. Tuten, T.L. and Solomon, M.R. (2017)Social media marketing. New York :Sage.