E-Marketing Report: Social Media and Digital Advertising Strategies

This report delves into the realm of e-marketing, exploring the advantages and disadvantages of social media and its evolution from a communication tool to a marketing strategy. It discusses whether social media is a fleeting trend or a permanent fixture, analyzing it through the AIDA model (Attention, Interest, Desire, Action). The report then evaluates the implementation of digital advertising, focusing on paid, owned, and earned media, using Amazon as a case study. It illustrates how Amazon leverages the AIDA model to create brand awareness, generate interest, build desire, and drive customer action. The conclusion emphasizes the value of e-marketing in enhancing business profitability and the importance of understanding social media platforms and viewer reviews. The report integrates relevant marketing theories to provide a comprehensive analysis of e-marketing strategies.

E-Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
E-marketing is basically one of the effective ways of doing business or marketing of
products and services by the use of social media sites. It can easily assist individual or company
to draw the attention of maximum customer towards their business. This project consists of two
parts, one is related with the advantage and disadvantage of social media and make discussion of
the arguments as social media is a fad or permanents feature of modern social life. The other task
provides evaluation of employing digital advertising as best practice with integrated impactful
planning that can assist in earned digital media is covered in this report (Strauss and Frost, 2016).
TASK 1
Social media is a technical platform which is facilitating the exchange of ideas and
information transforming the world by building virtual networks and communities. Social media
began as a tool wherein people use to interact with friends and family but later on it got
converted into a strategy used by businesses to reach out to the customers. It has taken a shape of
an important phenomenon in marketing mix and the companies are using it to build up better
connections with the customers (Social Media, 2017).
Social media has transformed the way in which people communicate, though, there are
many advantages and disadvantages of it depending upon its utilisation, which are as follows:
Advantages
Connectivity: Social media has helped people connect all around the globe and has made
communications easy and instantaneous. People can get instant news updates because of the
online channels. Online media has made any information around the world just a click away.
Opportunities for Businesses: The social media has been used by the businesses as a
tool of marketing and creating brand awareness as businesses can add their official pages along
with their personal profiles.
Enjoyment: It has become a medium through which friends and family can remain in
touch and be part of each other’s life in spite of the distances.
Disadvantages
Privacy Issues: Since the social media followers are increasing by day posting feeds etc.
the information which is available on these networks is vast and enormous which can at times be
a threat to privacy because enormous amount of personal data is available online.
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Peer Pressure or Cyber bullying: The teens could be pressurised by many people for
their advantage while cyber bullying can lead to other problems such as stress, anxiety etc. Also,
it has led to increasing cyber offences such as stalking etc.
Lesser Offline Interaction: The increased online interactions and availability have
impacted the offline interactions and communications.
Initially social media was started with non-business objectives but eventually
businessmen have devised to use it effectively for market interactions. Whether social media is a
fad or permanent feature can be explained by applying the marketing theory. AIDA Model which
stands for Attention, Interest, Desire and Action model could be used to understand the scenario
better.
Awareness: brand awareness of social media is already there amongst people but for the
ones who perceive it as enjoyment tool it can be a fad but for businesses it could be a permanent
feature.
Interest: the interests of people could be different, for the people using it as a means to
connect with friends and family it could be a fad while in the market or business it could be used
as a tool to promote their product or service (Eid and El-Gohary, 2013).
Desire: the desire for the people using it as business prospect it can be a permanent
feature while for others it could be a fad because of peer pressure or changing trends.
Action: the businesses using it as a tool it could be a permanent change as they could
target markets and further utilise it for their advantage while for other people it could be a fad.
Therefore, it could be concluded that the social media is not a fad but a permanent feature
as it is a change in communications and people are learning to use it better for their advantage.
TASK 2
Digital marketing is the process of communicating messages to the visitors and
consumers through online mode. It is also known as online and internet advertising. Amazon was
formed by Jeff Bezos in 1994 which is electronic commerce in Washington. It is an online
shopping industry with variety of products.
Amazon plays an important role in employing digital advertising strategies with the help
of following media:
Paid Media
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Paid Media are those media in which company pay to different channel. It includes
display ads, sponsorship and paid search. It provides benefits in case of demand and control.
When Amazon enter into the market it uses different advertising media to create awareness
among the customers. Those media include radio, television, press, newspapers.
Owned Media
Owned Media are those media in which company create their own channel and control it.
It can be Facebook page, company blog, website, you tube channel. In this media company
doesn't have to pay. Amazon has created its own website for the customer to make aware about
the company and its products (Tsiotsou and Goldsmith, 2012).
Earned Media
When public, customers, press talk about the brand is called earned media. It is voluntary
in nature. The company itself create the value and image from the brand. In today's scenario
Amazon is the biggest online platform known by every individual. Brand of amazon speaks
itself. Amazon does not have to pay to any media.
There are various marketing theories but as per the context of Amazon, it has followed
AIDA model. This model is also known as hierarchy of effects or hierarchical models which
helps in making purchase decision. Here, AIDA means
Attention
It means to become aware about product, brand and attention of customers. Here,
Amazon used different types of media such as paid, owned in order to create awareness among
the customer about the product and brand.
Interest
Once the customer knows about the goods and services the interest arises. The main
objective is to increase the interest level of the consumers. Amazon made those strategies which
increases the interest level among the people. The customer focus on gaining more information
about the product.
Desire
Desire means the decision making power of the customers. Amazon uses paid and owned
media strategy. Once attention and interest is created among customers the next step is to build
the selling by showing the features and demonstrating it (El-Gohary, 2012).
Action
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It is the last step of this model. In this customer purchase the product which finally
convert attention into action. Firstly, with the help of paid and owned media strategy Amazon
created its goodwill in the market. Now with the assist of earned media the value and image of
Amazon capture the online market.
CONCLUSION
From the above project report, it has been concluded that e-marketing is one of the valuable
aspects of the company to increase their profitability as well as their business. For this purpose,
they need to look for the basis ideas about the reliable social media sites or viewer’s reviews.
Further, this report consists of appropriate marketing theories that can be used in enhancing the
profitability of the company.
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REFERENCES
Books and Journals:
Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Tsiotsou, R. H. and Goldsmith, R. E., 2012. Strategic marketing in tourism services. Emerald
Group Publishing.
El-Gohary, H., 2012. Factors affecting E-Marketing adoption and implementation in tourism
firms: An empirical investigation of Egyptian small tourism organisations. Tourism
management. 33(5). pp.1256-1269.
Eid, R. and El-Gohary, H., 2013. The impact of E-marketing use on small business enterprises'
marketing success. The Service Industries Journal. 33(1). pp.31-50.
Online
Social Media. 2017.[Online]. Available through: < https://searchengineland.com/guide/what-is-
social-media-marketing>.
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