Digital Marketing Strategies and Customer Experience Report

This report provides a comprehensive overview of digital marketing, contrasting it with traditional marketing approaches. It delves into the core differences in product strategies, pricing models, distribution channels, and promotional techniques. The report explores the significance of customer touchpoints and the implementation of an omni-channel customer experience to enhance customer satisfaction and retention. Furthermore, it highlights the advantages of digital marketing, such as geographical expansion, cost-effectiveness, measurable analysis, and the ability to target specific audiences, ultimately leading to increased revenues and improved customer feedback. The report concludes by summarizing the key findings and emphasizing the importance of digital marketing in the modern business landscape.

DIGITAL MARKETING

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
DIGITAL MARKETING VS TRADITIONAL MARKETING.................................................3
OMNI CHANNEL CUSTOMER EXPERIENCE......................................................................4
MEASURABLE ANALYSIS.....................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing means the marketing of products and services using digital technologies
with the help of mobile phones, display advertisements and other digital medium. Digital
marketing has changed the way of working and has accelerated the pace of work being done.
With digital marketing being in place the company can directly communicate with its customer
and help them provide better services.
MAIN BODY
DIGITAL MARKETING VS TRADITIONAL MARKETING
PRODUCT
In traditional marketing, the product is the final good and are made to fit customer needs. While
Company using Digital market have separated the product into 3 levels which are the core
product which is intangible because it only shows the benefits of the product, the actual product
which is tangible and you can use it and lastly augmented product which is the non physical part
which contain the added value and tells the consumer to pay premium or not.
PRICE
In traditional marketing, Company tries to get the best they can trying to make large profits, but
in doing so Company may lose its customer, they make use of penetration marketing strategy
while in digital marketing, Company have different pricing strategies like price skimming,
optional pricing etc. so for different type of product the company can charge accordingly.
PLACE
Traditional marketing generally sells its product through retail shops. In digital marketing
Company customer have a range of platform for purchase its product like online applications like
Flipkart, Amazon etc., or through company websites, this helps to reach a wider number of
customer as compared to traditional way of selling. This can help reach customer all over the
world which was never possible with traditional marketing(Todor. 2016).
PROMOTION
In traditional marketing promotion is done through campaigning, door to door approach etc., in
digital marketing Company can promote by using platform like YouTube, Facebook etc. which
help reach larger number of customers.
CUSTOMER TOUCH POINTS
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A touch point is defined as the point of contact being made by the customer before after or
during they purchase something from coco cola. These touch points are ways to improve the
customer satisfaction. Company can make these contact by using social media, advertisements,
marketing etc., before the purchase and by catalogs, phones, staff or sales team etc., during the
sales. After this, company can identify the problem the customer are facing so to eliminate these
problems and provide better services company should make sure that the customer touch points
are being taken care of and their expectations are met. Company can run feedback on these touch
points to see customer experience.
OMNI CHANNEL CUSTOMER EXPERIENCE
Omni channel customer experience means a multi-channel sales approach to provide the
customer with an integrated customer experience. Company is using Omni channel like websites,
Facebook, Twitter to connect with their customers, the knowledge is then used by the company
to provide an integrated experience to their customer. Analysis have shown that a brand with
Omni channel experience have retained 89% of their customers, as compared to 33% for those
brand with weak or no link to Omni channel experience as around 95% of the customer tells
other about their bad experiences(Stephen, 2016). Company should use the Omni channel
strategy which include putting the customer list, collecting as much data as possible, then
integrate all the channels and lastly focus on creating a better customer experience in the future.
The key objective is to retain the company's customer as the customer have lot of substitute to
switch to if they are not satisfied with coco cola.
Digital marketing helps the company to improve its performance in the following ways
GEOGRAPHICAL EXPANSION
The hurdles faced by company for expanding its business to new geographical region under
traditional marketing have all been removed by the digital marketing. Digital marketing have
helped company reach the customer all over the world with just a click of mouse.
COST EFFECTIVE
Digital marketing have helped company to reach out to maximum number of people with
minimum cost incurred. Coco cola's Chairman and CEO Muhtur Kent have focused their
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spending on mobile marketing which has increased their sales moderately. This have been very
cost effective for the company.
MEASURABLE ANALYSIS
Digital marketing have made qualitative analysis like that of sales very easy as through this
company can see the exact amount of sales being made(Ryan, 2016). Digital marketing traces
every clicks of the customer and through this they analyses the behavior and buying pattern of
the customer. It also helps to analyses our target audience on the basis of the ad clicks. All this
data helps company give better and better services to their customer.
HIGHER REVENUES
Company can use digital marketing to generate higher revenue, as they can advertise and reach
more of the audience. According to a survey by google digital marketing have achieved 2.8 times
better revenue when compared to traditional marketing techniques.
SUPER TARGETED AUDIENCE
With the help of digital marketing company can choose their target audience to approach.
Company can target the teenagers as they are the most important customer for company like
coco cola. So all there marketing effort can be put toward attracting the teenagers and this was
never possible with the traditional marketing techniques. Digital marketing facilitates real time
data so the company can know the demand of the current customers(Chaffey and Ellis-
Chadwick, 2019).
FEEDBACK
Digital marketing have facilitated company to directly interact with the consumers and take their
feedback about what they want to change or improve in the existing product. With the help of
this the company can improve their product and make them customized according to their
customer.
CONCLUSION
From the above report we have learned about the traditional and digital marketing mix of
company in which we have compared both these marketing mix in the basis of product, price,
place and promotion. Then we have further discussed about the touch points and Omni channel
customer experience and last evaluated how digital marketing improves the performance of
company
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REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing.34(1). pp.22-45.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing.3(4).
pp.294-303.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology. 10, pp.17-21.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V.9(1). p.51.
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