Marketing Evaluation Report: Digital News, Audience & Challenges

This evaluation report provides a comprehensive analysis of the digital news industry within local (UK) and global contexts. It begins by evaluating the digital news industry, highlighting the impact of digitalization on revenue, expenses, and organizational structure. The report then explores marketing communication models, such as the hierarchy of effects model, to understand digital news audience and consumption patterns. It further discusses the challenges and issues faced by marketers in promoting digital news products and services, including generating traffic, measuring ROI, securing budgets, managing websites, and identifying the right technologies. The report concludes that new digital technologies significantly impact organizational functions and emphasizes the importance of implementing effective tools and techniques for success.

Evaluation Report

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Evaluation of digital news industry with local and global context 400......................................1
TASK 2............................................................................................................................................2
Marketing communication models 600.......................................................................................2
TASK 3............................................................................................................................................3
Challenges and issues face by marketers for promoting digital new products and services.......3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Evaluation defines as the periodic process in which relevant data and information will be
gather that create results for effective results (Horst and Miller, 2013). In this aspect, there are
several programs has been carries with planned activities and extent to accomplish goals and
objectives. In this context, present report based on digital news industry and audience in the local
UK and global market. With this regard, report focuses on the evaluation that assists to
accomplish desire outcomes in systematic manner. Furthermore, it includes marketing
communication models for delivering positive outcomes. At last challenges and issues are
determines that are face by marketers to promote new products and services.
TASK 1
Evaluation of digital news industry with local and global context 400
According to the point of Nakamura and Chow-White, (2013), digital news industry grow
their functions and operations in different areas of the nation to collaborate services and
operations in systematic manner. With this regard, print revenue and expenses determines
contemporary western news that implement digital strategies. There are several types of
organisation exists that make effective news for implement digital first strategies. Therefore,
large news publishers regard that has aim to explores print revenue and expenses. In this context,
document analysis based that assists to make creative results and operations for ascertain
functions.
As per the view of Setia, Venkatesh and Joglekar, (2013), digitalisation has the
fundamentally changed in the media of economics which defines several kinds of opportunities
for the publishers. Hence, it assists to target audience and news content. Organisation structure in
the news industry also provide finance that create fundamentally changes over the several
decades. Financial framework and organisational structure also needed to carry journalistic
functions in the society. However, McPake, Plowman and Stephen, (2013) stated that
digitalisation fundamentally changes which entrant in the new ecosystem. With the help of new
ecosystem, the industry has chances to move towards post industrial outcomes. Information also
gathered and news produced with multiple actors that are included journalistic, citizens and
social media activities. Advertisers can also reach towards audience without mass media
enterprises. They can also utilise social media platform and other channels to advertise.
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In addition to this, Greenfield, (2015) generated their views to make effective results at
workplace and survive the business with implementing news that are more cheaply and
restructure the process and structure as well. In the earlier academic studies, digital only models
determines creative results that are more and cost effective business model rather than the
traditional print. These also shows reduction in the news publishers for effective production
which affect to the cost. 39% outlets in UK exists that occurring for this point. On the other hand
Carlson and Usher, (2016), three quarters also enhances advertising revenue which make creative
functions and operations in the business environment. In their study, it also develops that first
newspaper moves from online sources that it assists to save costs and eliminating the production
to deliver costs in the print edition.
TASK 2
Marketing communication models 600
In order to make effective and creative results, there are several elements has been
implemented that assists to accomplish desired results at workplace (Schlesinger and Doyle,
2015). In this aspect, models of the communication develops that refers to explain about the
human communication process. There are two models explains that make effective functioning
in the news industry to make effective results in it.
Hierarchy of effects models: This model describes several steps that are taken to create
effective results in the business unit (King, 2015). It is the best way that make proper functioning
and operations that are needed through implement following elements:
 Awareness: It is the first element which assists to create awareness towards the products
through advertisement. Therefore, there is no guarantee that customer are properly aware
towards product brand and viewing advertisement (Gibbs, 2015).
 Knowledge: Customers are also begins to gain more knowledge towards the products and
services from the help of internet. In this context, retail advertisers and product packaging
are the main element that impact on digital world. Further, consumers are also quickly
give response towards the products and services in the business. Job of the advertisers
also ensure that information easily available towards its (Horst and Miller, 2013).
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 Liking: In the title status, the organisation need to ensure that customers are liking or not
to the products so that advertisers also implement features which assists to promote and
encourages for ascertain effective functioning. It is the best way to develop target market.
 Preferences: Consumers are also like more than one product so that brand and its impact
create positive aspect in the business unit. Therefore, advertisers need to provide discount
so that they can easily attract so many customers towards the business. It disconnects
from the rival towards the particular products and services which enhance sales in the
market. Advertisers are also highlighted their brand which create several benefits and
unique selling point that are make differentiate from the competitors brand (Setia,
Venkatesh and Joglekar, 2013).
 Conviction: In this step, customer are desire to create and purchase the products in
systematic aspect. With this regard, advertisers encourages conviction through allowing
customers to take sample or test it. For example, testing the drive and offering free
sample of the any product and services. It is the best way to reassures consumers which
assists to purchase and safe in the systematic manner (Schlesinger and Doyle, 2015).
 Purchase: Purchasing the products also ascertain advertisement which wants by
customers to purchase product again. In this context, simple and easy way develops so
that customers are getting fed up and walk away without purchasing. For instance, variety
of payment option encourages purchasing to create complicated and slow website
discourages purchase system.
TASK 3
Challenges and issues face by marketers for promoting digital new products and services
In order to develop effective functions and operations, there are several kinds of products
has been promoted to accomplish desired results. In this way, marketers take important part for
promoting digital technologies to make creative results in it. Therefore, it is important to identify
main issues and challenges that are face by them. They are facing different issues and challenges
that are as follows:
 Generate traffic and leads: In order to generate the enough traffic is the
major challenges. This is because, marketers are struggling to produce enough demand
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in their content and operations. As progress of the year, competition also increasing
continuously enhances in the market which assists to focus on the efforts.
 Providing ROI to the marketing activities: Measuring of the ROI determines effective
results in the business. However, marketers are facing many issues to operate their
activities in this aspect. Marketers have major role to understand effectiveness for the
marketing campaign and piece of content, etc. With the help of different resources,
problem can be solve to enhance marketing activities in this aspect. Therefore, it is the
best way to encourages customer and generate more revenue (Setia, Venkatesh and
Joglekar, 2013).
 Secure to the budget: Further, it is another crucial challenge that create impact on the
mobility of different resources. This is because, pressing challenges also create negative
impact on the functions and operations for easier work. In this regard, smaller enterprises
working with sizeable and flexible spending in the marketing activities. With the help of
effective ROI, higher budget will be develops at workplace. Hence, it is the best way to
shows and feel confident in the marketing teams (Horst and Miller, 2013).
 Managing the website: Further, challenge in front of the marketers is managing
website. It is the biggest challenge that face by them to develop effective results in the
business unit. In this regard, website need to be develops in systematic way through
concentrate on the goals and objectives. With this regard, issues with website
management need to be solve through implement variety of different factors that are
optimizing design content (Setia, Venkatesh and Joglekar, 2013).
 Identifying right technologies: Further, marketers are also face challenge and issue to
implement right technologies. It is the biggest problem that face by the organisation to
cater effective results at workplace. Therefore, it is essential to take feedback from
different people towards the products and services. In addition to this, marketers need to
concentrate on tools and techniques that assists to meet with goals and objectives in
systematic aspect. Specific marketing problems will be solve through recommend ways
in effective aspect (Schlesinger and Doyle, 2015).
CONCLUSION
From the above report, it can be concluded that new digital technologies create major
impact on the functions and operations of the organisation. In this context, there are several
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elements exists in the market that make proper support to the different activities and operations
in systematic aspect. With this regard, report summarized about the different tools and
techniques which need to be implemented for ascertain effective functioning in it. In addition to
this, it also articulated about the several models that are take to create effectiveness at workplace.
Furthermore, marketers are also facing issues and challenges that create major impact on the
functions and outcomes.
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REFERENCES
Books and Journals
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.
Gibbs, W.J. ed., 2015. Contemporary Research Methods and Data Analytics in the News
Industry. IGI Global.
Greenfield, S., 2015. Mind change: How digital technologies are leaving their mark on our
brains. Random House.
Horst, H.A. and Miller, D. eds., 2013. Digital anthropology. A&C Black.
King, L., 2015. Innovators in digital news. IB Tauris.
McPake, J., Plowman, L. and Stephen, C., 2013. Pre‐school children creating and
communicating with digital technologies in the home. British Journal of Educational
Technology, 44(3), pp.421-431.
Nakamura, L. and Chow-White, P. eds., 2013. Race after the Internet. Routledge.
Schlesinger, P. and Doyle, G., 2015. From organizational crisis to multi-platform salvation?
Creative destruction and the recomposition of news media. Journalism, 16(3), pp.305-
323.
Setia, P., Venkatesh, V. and Joglekar, S., 2013. Leveraging digital technologies: How
information quality leads to localized capabilities and customer service performance. Mis
Quarterly, 37(2).
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