Dyson's Marketing: Contemporary Issues in Digital Communication

This report provides an overview of contemporary issues in marketing, focusing on digital communication strategies and their effectiveness for businesses, using Dyson as a case study. It covers various examples of digital communication, including mock-up web pages, social media posts, blog articles, email marketing, and search engine optimization. The report also explains the AIDA model (Attention, Interest, Desire, Action) and its application in digital communication campaigns. Furthermore, it discusses the importance and applications of digital marketing tools and evaluates the effectiveness of digital communication for business organizations like Dyson, emphasizing the use of social media platforms for brand awareness and customer engagement. The report concludes that digital communication is essential for modern businesses to connect with their consumer base and promote their products and services effectively.

Contemporary Issues in
Marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Give the various example of digital communication...................................................................3
Digital communication of plan....................................................................................................4
Explain the AIDA model.............................................................................................................5
Importance and applications of digital marketing tools..............................................................6
Explain how effective the digital communication can be for the business organisation.............7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The idea of marketing is known as the process of finding the needs of the conusmer and
then concentrating on the manufacturing the offering which are produce by the company in
accordance to it. The marketing is the broader thought of the commercial businesses in which it
requires to concentrate on the several techniques that can assist the commercial organisation to
promote their offering. In addition to this, digital marketing has an essential role in the current
situation. As whole world is adapting the use of the new technologies so the firm requires to
concentrate on the techniques that are most utilised by the consumers in accordance to attract
those potential consumers (Chandy, and et.al., 2021). The following report is based on the
company Dyson that is based on the United Kingdom. The company was founded in the year
1991 by James Dyson. The firm is the British technologies organisation which focuses in dealing
several goods like household merchandise such as hand dryers, purifiers, vacuum cleaner as well
as heaters and many more. The following report will cover about the several topic like many
examples of the digital communication, utilisation of the AIDA frameworks, plan of digital
communication, significance as well as application of digital tools of marketing. Moreover to
this, it will include about the effectual tool for the business firm.
TASK
Give the various example of digital communication
The digital communication refers to the idea of the engagement of the commercial
business in the online communication of the offered goods and services to their consumers. The
communication in digital platform includes the utilisation of the tech that has been adapted by
the business firm in accordance to make people more conscious about the services or
merchandise which the firm is offering (Derra, 2021). There are several examples of this time of
communication that is mentioned below briefly:
 Mock up web pages – It is linked to the extremely accurate technique of the working of
the website which is of a business firm will make. It is another method in which the
organisation concentrate on attracting the consumers with the help of the design of
website. In addition to this it is the method of communication in which the firm can put
all the structure of the internet site to their consumers.

 Social media Post – It is the anther kind of the digital communication that in the existing
trend for the commercial business firm. The social media have the major impact on to
their consumers. It includes the utilisation of the several online platform like Facebook,
Instagram, Twitter and many more (Grasser, Loufrani-Fedida, and Oiry, 2021). In this
kind of digital method the business organisation concentrate on posting the several
different content with having pictures, video content, text content in order to target the
potential consumers of the organisation.

 Blog articles – It is the another method of digital communication in which the
commercial firm concentrates on making several blog post which is linked to the
merchandise and services in order to communicate to their potential base of consumers. It
is one of the most basic method of digital communication that is utilised by the
organisation in accordance to attract more consumer base or to make the people more
aware regarding the goods and services of the company.
 Email - marketing- This method is also one of the type of digital communication in
which the business firm concentrates on the text communication by sending several
promotional email content regarding the offered goods and services of the company to
the particular group of people (Kadhim, and et.al., 2021). In this kind of business
communication in which the organisation concentrates on specifically target the major
group of potential consumer base at the one time.
 Search engine optimization- This method which is related to the digital communication
in which the business organisation concentrates on increasing the rank of their internet
site higher on the several web pages of the search engines like Google, yahoo, Bing and
many more. This can assist the website of the firm in reaching more audience which
requires the similar product as the company is selling in the market area.
Digital communication of plan
The plan of digital communication involves the several methods in which the many
components that are required to be concentrated at the time when the marketing of the offered
merchandise and services by the utilisation of the newest tech as it can assist the firm in gaining
more consumer base and also an edge over their competitors in the same industry. The several
steps are described below briefly:
 Identification of the set business goals – It is the initial step in the digital
communication in which the commercial organisation requires to find or make the
appropriate goals that requires to be accomplished effectually as well as efficiently. In
case of the company Dyson, management requires to appropriately concentrate on the
awareness of the brand of organisation to their potential consumer base in the market as
this is one of the most needed and most important aspect for the business firm (Malhan,
2021).

 Gaining more insight of the target consumer base – It is another level that is essential
for the growth and success of any business firm. In context to the company Dyson,
management requires to be more conscious in which the platform that can be the most
effectual and appropriate for the organisation in accordance to reach their targeted
consumer base. Moreover to this, the organisation requires to understand more about the
appropriate utilisation of the several platform of digital media which need to be used by
their consumer base.
 Evaluating the properly suitable strategies – In the level of plan of digital
communication it involves the concentration of the organisation on the most appropriate
techniques for the marketing of the goods and services offered by the respective
organisation. In relation to this company Dyson, management requires to focus on the
several elements of the social media platform that can effect in increasing the sales
revenue of the commercial firm (Minowa, and Belk, 2021). Moreover to this, the
organisation can utilise the several platform of digital media for like Instagram that is
most appropriate platform in which the organisation can collaborate to the several
celebrities and influencers in accordance to increase their brand awareness in the market
place.
 Measurement – This is the end level in which the business firm requires to evaluate
whether the digital communication utilised in working in accordance to accomplish the
objectives as well as goal of the firm. It involves the several method that can assist in
evaluating the utilised techniques that are bench marking as well as key performance
indicator and many more.
Explain the AIDA model
This is the model which can be used in order to know the use of the digital communion
and its various aspect. This is the model which includes the various steps which is explained
below:
Attention- It is the initial step that involves the attention of the consumers by the digital
communication campaigns (Sheraz, and Saleem, 2021). It has also been states that the utilisation
of the social media platform which can be the most appropriate for the management of Dyson in
accordance to attain the reach of the potential consumer base.

 Interest – It the next level of this model in which the business firm which requires to
concentrates on to enhancing the interest of the consumers in the services or products of
the company. In relation to the company Dyson, it is very crucial for the management to
make level of interest higher of the customers with the utilisation of the several platforms
of social media.
 Desire- It is another step in which the interest and wants of the customers which is
generated then the advertiser need to concentrate on the wants of the customers. In
relation to the Dyson company, as the management of the firm need to concentrate on the
vacuum cleaner that is the most crucial element of the life of people in order to make
their cleaning more easy. Moreover to this, the organisation can concentrate on
generating the needs and wants of the good and services in the awareness of their
consumer base in the market.
 Action – The main aim or objective of the advertiser to drive more reach of audience to
buy the goods of the organisation. It is the last step in which the organisation can
concentrate on targeting and accomplishing the long term success of the company.
Importance and applications of digital marketing tools
The digital marketing is one of the most crucial element for the commercial firm due to
because it assist the business to connect with their consumer base. It is the method that can be
utilised with using the internet (Leonov, 2021). It assist in linking the consumer by the help of
several digital technologies and this is also essential because it makes the value of the company
operating. In the current world the individuals are more dependent on utilising the social media
as it has majorly become the essential for all the business in order to utilise the method of digital
communication in order to make the consumers more aware regarding the offered services and
goods of the company. Moreover to this, the digital communication assist the firm in the
awareness of their brand as well as of their offerings in their targeted market area. It is one of the
essential method for the company Dyson in order to utilise the digital communication in
accordance to gain more audience in the market area.
Explain how effective the digital communication can be for the business organisation
It has been evaluated that the utilization of the several platform of the social media is one
of the most effectual Method of Digital communication. For the company Dyson, in accordance

to communicate regarding the. Products, which they are selling vacuum cleaner in the market. It
is being one of the most (Skippari, Kajalo, and Lindblom, 2021). Efficient as well as effective
method. As due to the platform Of social media is. Utilised by several of the people in the world.
It is known to be the Individuals that spend several time by using the Social media Platform
which is most impacting method for the consumers and it also changes the Mind - set of the
consumer without taking much time. In addition to this. Social media that involves the utilization
of Facebook and Instagram is one of the most Efficient as well as effective In which the
management of Dyson Can concentrate on Posting several attracting Content that can assist the
firm in gaining more consumer base.
CONCLUSION
From the above mentioned report it has been concluded that, digital communication is a
significant term for the business of management full stock as there are several sort of digital
communication like email marketing, social media marketing, blogging, mock - up web pages
and so on. It support the business of management in creating the brand awareness of the goods
and as well as facilities to their valuable users. The digital communication plan that followed
suitable structure and determined in respect to make aware of the hair dryer to the users by the
social media campaign. It has been a certain that the social media is an effective section for the
management of Dyson in respect to influence the wider sort of consumers.

REFERENCES
Books and Journals
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of Customer’s In Kuala Lumpur Hypermarket Industry. Journal of Contemporary Issues
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during the COVID-19 pandemic. Journal of Contemporary Issues in Business and
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Minowa, Y. and Belk, R. eds., 2021. Consumer Culture Theory in Asia: History and
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