Volkswagen's Digital Marketing Strategies: Consumer Behavior Report

This report delves into the realm of digital marketing, exploring its effectiveness in promoting goods and services across international boundaries. The assignment focuses on analyzing the impact of digital technologies on consumer behavior, with Volkswagen as a case study. It examines the shift from traditional to digital marketing methods, highlighting the significance of data, customer journeys, and consumer relationship management in influencing purchasing decisions. The report emphasizes the importance of understanding consumer preferences, leveraging social media and internet resources, and adapting marketing strategies to align with evolving consumer behaviors. It concludes that digital marketing plays a crucial role in shaping consumer choices, and the report aims to enhance the reader's understanding of modern promotion techniques and their impact on business performance. The report references several academic sources to support its findings.

DIGITAL MARKETING

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................3

INTRODUCTION
Digital marketing is most prominent technique of promoting goods and services across
the international boundaries in order to generate maximum revenue by satisfying the needs or
demand of desired consumers. Therefore, assignment is going to highlight the effectiveness of
modern technology at international marketplace as it aids entire corporate world while
accomplishing their marketing business activities (Chaffey and Ellis-Chadwick, 2016).
However, main objective of report is to throw lights on analysing impact of digital technologies
on consumer behaviour. Volkswagen is one of the most leading organization which is famous for
its outstanding services, qualitative products, advanced technique of promoting company goods.
It means, selected firm is using modern technologies for encouraging their products in order to
capture the attention of millions of clients. Beside this, assignment is also focussing on digital
marketing landscape for enhancing their method of maximizing sales volume. Furthermore,
assignment is also focussing on various technique that is used by enterprise for attracting
consumer towards company products as well as highlights methods of changing purchasing
decision of distinct buyers.
MAIN BODY
First or foremost motive of this assignment is concentrate on “identify the influence of
digital technology on consumer buying behaviour”. Thus, it has been analysed that entire
corporate world needs to consider choice or preferences of domestic as well as foreign clients.
Marketing is a continuous process whose main objective is to promote specific goods and
services at various market places in order to gain consumer trust or loyalty (Wertime and
Fenwick, 2011). Therefore multinational companies are focusing on their advertisement
techniques by adopting digital tools as it helps in various ways. For example; in today’s scenario
number of people are get addicted towards modern technologies for accomplishing their day to
day activity. As a result, entire society are totally depends upon digital tools for managing daily
routine ( Chaffey and Smith, 2013 ). Hence it has been understood that by using modern
technique of marketing an organization can easily influence the purchasing behaviour of
consumers. Beside this, few elements needs to be considered for understanding the impact of
modern technologies on decisional process of an individual or whole society members are
described as follows:-
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Difference between traditional and digital marketing :- By analysing both the term it
has been identified that in ancient time corporate world was using traditional way of promoting
company products. For example; in previous time period company is attracting consumers by
using door to door policy, personally contacting with customers and so on. Whereas modern
technology is a very fastest equipments by which company may accomplish their marketing
activities through several advancement. For instance; usage of social media aids company while
transferring corrective information about product quality to customers, internet sources helps in
connecting buyer and sellers ( Stokes, 2011) . Thus, in today’s world number of methods are
identified which is helpful in influencing behaviour of consumers.
Customer journey :- As per this element it is assessed that an individual is going
through an appropriate stage or process before buying a particular products. Thus, few phases are
described as follows:-
 Identifying the need of specific product.
 Searching for appropriate organization in order to select best alternatives.
 Its time to analyse the best alternatives by asking relevant questions with managers of an
enterprise ( Järvinen, 2012 ).
 After selecting a best alternative an individual need to make corrective decision by
considering necessary facts or figures such as; technique of dealing customers, behaviour
of seller, product quality, modern technologies and so on.
Hence, it has been analysed that before a making a final decision consumers are going through
appropriate process and faces a proper journey.
Significance of data in digital marketing website design and consumer relation
management:- As per this statement it is determined that company needs to focus on acquiring
corrective and accurate information for reducing chance of losses. In fact , it helps managers of
marketing while making decision making because appropriate information firms in
understanding the changes which is required by customer, behaviour , fluctuation in political
norms, legal terms and so on ( Taken Smith, 2012).. Along with this, positive relations with
consumers are highly indispensable for company success because it helps an enterprise in
managing their business activities. Basically, positive connection with society is beneficial for
Volkswagen due to number of reasons such as; identifying the taste of clients, understand the
current trends, competitors strategies hence forth.
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At the end it has been proven that digital marketing plays a very eminent role in changing
judgment process of domestic as well as foreign clients by adopting various modern equipments.
According to survey multinational organizations are using most of the tools for improving their
image at marketplace by satisfying societal needs or demands ( Smith, 2011).
CONCLUSION
From the above report it has been summarized that digital marketing is very much
appropriate technique which must used by an enterprise for maximizing their company sales.
Throughout this study it has been analysed that seeking of consumer attention is not easy task
because choice or preferences of consumers fluctuates due to changes in micro and macro
factors. In fact, multinational companies are adopting modern technologies for promoting their
currently launched products in order to gain maximum competitive advantage. However,
Volkswagen is a leading enterprise popularize for its marvellous cars and motor vehicles. Thus,
overall report was based on showing the technique of using digital tools for changing the
decisional process of distinct domestic as well as foreign clients. Moreover, main motive of
report is to improve the learning of learner about modern equipments of promotions by showing
its benefits on company performance. Entire project was consist of different method of
marketing which is used by corporate world for analysing the consumer decision for gaining
their attention.
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REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital
marketing. Routledge.
Stokes, R., 2011. eMarketing: The essential guide to digital marketing. Quirk eMarketing.
Taken Smith, K., 2012. Longitudinal study of digital marketing strategies targeting
Millennials. Journal of Consumer Marketing, 29(2), pp.86-92.
Smith, K.T., 2011. Digital marketing strategies that Millennials find appealing, motivating, or
just annoying. Journal of Strategic Marketing, 19(6), pp.489-499.
Järvinen, J., Tollinen, A., Karjaluoto, H. and Jayawardhena, C., 2012. DIGITAL AND SOCIAL
MEDIA MARKETING USAGE IN B2B INDUSTRIAL SECTION. Marketing Management
Journal, 22(2).
Wertime, K. and Fenwick, I., 2011. DigiMarketing: The essential guide to new media and digital
marketing. John Wiley & Sons.
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