Digital Marketing Coursework Report: i-Vac Message Planning

This report delves into the application of digital marketing principles to promote the i-Vac product, focusing on message planning and customer engagement. It begins by exploring how adoption theories can inform the creation of effective marketing messages, emphasizing the importanc...Read More

Digital marketing
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Table of Contents
1.How of the adoption theories can be used to determine the appropriate messages about the i-
vac. ..............................................................................................................................................3
2. How social impact theory might be used to decide the message source, message immediacy
and message numbers..................................................................................................................4
3. an example of a social media post or posts based....................................................................5
4.1 Target metrics........................................................................................................................6
4.2 Adjustment to post.................................................................................................................7
REFERENCES................................................................................................................................8
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1.How of the adoption theories can be used to determine the appropriate messages about the i-
vac.
It is essential to determine the appropriate message so that according new product can be
launched. However, with help of that, it becomes easy to identify and create message. For this
there are is adoption theory which is used. It is describe below:
ADOPTION THEORY
This theory has objectives such as to observe the adoption of new product, diffusion
within the new product to interpret why and how and what extended the product can be adopted
by the firms or customers. It is called as the product adoption theory (Kannan, 2017).
I -Vac Can be introduced within the market to target the customers. Firms like Apple,
there is high and board product depth and product line. Each of these products depth and line
exist due to marketer needs (Castilho, 2019). As per the theory of adoption of i-Vac is being
launched within market must have the empirical data that point towards the possible outcomes of
it. As per this theory there is no need of the I- Vac launched within the market directly but there
is a need of the market testing it before launching (Stephen, 2016). Here within the theory of
the Adoption theory market test is the possible tool within marketing. The few crucial points
about the adoption theory is given below such as
 The theory of adoption assumes that there are various factors impacting that are
accountable for the decision of the consumers.
 These factors must involve the knowledge of the consumers as well as awareness of the
product such as within the case of the i-Vac people are aware about the voice and touch
control interface (Patrutiu-Baltes, 2016). They can also control i-Vac from their I-
phones. Individuals can also Sync it with i- Tunes, so they can use the vacuum while
listening the songs as well as movies of their choice and if they don't need than it could
be turn into silent mode. It has also the features such as it has wireless charging so there
is no requirement of the plug needed. So, these kinds of the information or awareness of
the i-vac consumers have as per this theory. It also focuses on the acceptance of i-Vac as
coined under the innovation and also experiences within buying such kind of products
(Chaffey and Smith, 2017).
 This theory focuses about the different factors that are influencing on the decision
regarding the consumers.
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 The marketers of Apple also gather the information so that they impact purchasers to buy
the product while resulting quick penetration within market (Kannan, 2017). Overall
diffusion of the innovation is considered as a part of the innovative and new product or
also even the new product are always picked through the innovators as then but the early
majority, early adopters and late majority.
 Innovators (2.5%)- They are considered as the first personality to adopt the I-vac
innovation. As these are innovators that are willing to take the risks, as they are youngest
within the age as well as they have the high social class (Patrutiu-Baltes, 2016). They are
highly social, have great financial lucidity as well as closest contact regarding the
scientific sources as well as interactions regarding the other innovators.
 Early adopters (13.5%)- These are the individuals who have opinion leadership. Their
choice within adoption will assist them to maintain central communication (Chaffey and
Smith, 2017).
 Early majority (34%)- They are the persons whose adoption is significantly longer than
the early adopters and innovators
 Late majority (34%)- These are the individuals adopt the I-vac after been adopted by the
average members of the society. They accepted innovation after the highest degree
regarding skepticism. They have very Little financial lucidity as well as very few
opinions regarding the leadership (De Pelsmacker, Van Tilburg and Holthof, 2018)
 Laggards (16%)- They are considered as the last to adopt the innovation. They show very
few to no opinion leadership. They are the personalities that focused on traditions as well
as lowest financial fluidity and lowest social status.
2. How social impact theory might be used to decide the message source, message immediacy
and message numbers
It is identified that there is a great impact of message on the mind of people. the impact is
in term of social as directly relate with society. Basically, it is necessary to identify message,
source, immediacy and no. as its impact varies on message. Hence, social impact theory is used
for it.
Social impact theory- It was proposed in 1981 by Bibb Latane and consists of the four rules. It
focuses on the target market and social impact. Social impact is an outcome of the social forces
that involves the strength regarding the source of impact. It is an outcome of the describes about
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the effects regarding social variables such as immediacy, strength and number of the sources but
this theory is unable to understands the nature regarding the impacting processes.
The first rule focuses on the social structure. It can be described such as I= f(SIN). As
social impact influences on the strength (S) that is a measure of how much power, impact of
intensity to target the audiences (Kannan, 2017). It is also explained by the various factors such
as social class, age, as well as existence of the future relationship, Number of people (N) and
immediacy (I). As per this theory it focuses on the greater number of sources that influences on
the social situation. It explained the various functions that explains the various number of the
individuals acting regarding target (Zettelmeyer and Merkley, 2017)
How does it apply to the social media?
Social influences mean marketing as well as communications professional. As per the
theory it was created within the time when there social networking was not there ( Burns, 2015).
Within the context of the social media the principles become powerful. Such as with the help of
the social media, it provides the awareness regarding the i-Vac.
Social media gives the strengths in context of friends, family and colleagues. The
individuals that relationship and also their opinions matters for the products such as opinions
regarding the i-Vac whether they like or dislike the product (Durma, and Efendioglu, 2016)
Social media also gives the immediacy as both are virtually and temporally. The people
that are connected Social media gives an opportunity regarding the number of individuals within
the impacting people.
This theory can be applied to the marketing strategies. As more people are aware
regarding the Apple , they are more likely to entrenched with the audiences
Many studies focuses on the message that can be presented by the various individuals that
exerts more impacts that can be presented by the single person ( Zettelmeyer and Merkley,
2017). Thus, the effect regarding the multiple sources focuses on the three conditions such as
impacting messages must be contained strong arguments. Also, they have weak arguments that
also results within the change in attitude. Second the target must receive the multiple sources to
be independent among one another. It effects can be disappeared if the target audiences
especially the working women disappears if they believes that the sources are able to share the
brain that is single (Patrutiu-Baltes, 2016). Third the various number of the sources increases as
well as additional sources has no additional impacts.
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Social impact theory forecast about how sources will impact a target but at the same time
neglects that how the target customer can be impacted within the sources. It also focuses on the
relationship that is reciprocal as according to this theory forecast the attitudes of the person,
Perceptions and behaviors will also cluster together within the group level (Kannan, 2017).
Within the support the immediacy component regarding the social impact theory.
3. an example of a social media post or posts based
Social media is considered as the new channel regarding communication between the
consumers and brands. To apply Social impact theory within the suitable framework regarding
social media enquiry is utilization of the Facebook in terms to develop the various arguments
with different reasons. Facebook is a leading social media platform that can be utilized by the
various content marketers (Chaffey and Smith, 2017). Facebook is considered as a platform for
the Apple so that they can easily target the consumers. The fan page of Apple is a challenge that
are related to use of the fan pages through a brand within elicit the behavior towards it within the
form of comments, clicks as well as share content. Also, the customer engagement within the
Apple brand within social media presence has also becomes the top regarding the practitioners of
the Marketing (Durma, and Efendioglu, 2016).Thus, with the help of the Facebook, Apple can
attract as well as communicate with consumers. The behaviors are identified as in the terms of
the consumer brand interaction within the environment. Such as Content liking, page like,
commenting and sharing of the I-Vac (Carlson. and Usher, 2016).These behaviors are the
interest as they represent various types of the interactions with brands and fan page of the Apple.
Thus, interaction rates are considered as one of the top tactic to engage and measure the
marketing activities success within the social media platform (Durma, and Efendioglu, 2016).
Also this type of the behaviour outcomes also utilizes to measure the fan pages of the Apple.
Page liking
Liking the Apple page on Facebook crucial ongoing interaction. Due to the internet it is
quite possible for customers and communities worldwide by overcoming geographical
restrictions (Patrutiu-Baltes, 2016). Customers of the Apple can be enthusiast regarding I-vac.
News feed from the Facebook can be useful in generating awareness about I- Vac. They also like
the post comments, share it with their friends. Thus Liking the page of the Apple is considered
as the first step towards the I-Vac.
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4.1 Target metrics
The target metrics are identified in order to find out outcomes and measure it with message
strategy.
Customer Response Rate
Target Metrics – These are considered as the quantitative assessment that are used regarding
tracking performance and comparing production. These can be utilized within a variety as they
are heavily based on the financial analysis of the Apple by both external stakeholders and
internal managers (Patrutiu-Baltes, 2016). Here target metrics of the Apple are working women
and 100 customers. Out of that, 70 customers are aware about the i-Vac while 30 customers buy
it.
4.2 Adjustment to post
By using the social impact theory mention below the adjustments in order to improve the
performance if beginning post can be fails to deliver to highlights the influences measurement
it's time to get into the details as well as develop indicators, There is also specific pieces
regarding the information that focuses about the participants numbers that able to access
employment within 7 months after the starting of the program (Stephen, 2016). Indicators also
clarify as well as guide the influences measurement.
Selecting Existing Indicators
Beginning through exploring indicators that can already focused by the other firms within sector.
By guiding the external indicators can either be used directly and copied. It can serves as
stimulus and inspiration regarding the bespoke indicator development (Patrutiu-Baltes, 2016).
By developing new indicators.
Sometimes it is difficult to find out the indicators that are right as well as measure to
develop their own (Patrutiu-Baltes, 2016). Thus, by making it easier by the 6 steps guide so that
it able to creates the quality indicators as well framework of the data collection, also an excel
workbooks that focuses about the results associated with the program theory.
Validating and prioritizing Indicators
 It is recommended that validate the indicators and prioritizing the indicators to check as
they can fit regarding purposes.
Pros
 It is helpful for creating the awareness of I-vac
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 The outcomes can be easily measured on the basis of different indicators.
Con
 Here, only one criterion is used as a measure to influence social behavior (Van Doorn,
2017).
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REFERENCES
Books and journals
Burns, R., 2015. Rethinking big data in digital humanitarianism: practices, epistemologies, and
social relations. GeoJournal, 80(4), pp.477-490.
Carlson, M. and Usher, N., 2016. News startups as agents of innovation: For-profit digital news
startup manifestos as metajournalistic discourse. Digital journalism, 4(5), pp.563-581.
Castilho, R.V., 2019. Digital marketing performance measurement: how good marketing
performance measurement practices can increase firm's performance (Doctoral
dissertation).
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Durmaz, Y. and Efendioglu, I.H., 2016. Travel from traditional marketing to digital
marketing. Global Journal of Management and Business Research.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), p.61.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Van Doorn, N., 2017. Platform labor: on the gendered and racialized exploitation of low-income
service work in the ‘on-demand’economy. Information, Communication & Society, 20(6),
pp.898-914.
Zettelmeyer, F. and Merkley, G., 2017. CDK Digital Marketing: Addressing Channel Conflict
with Data Analytics. Kellogg School of Management Cases.
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