LB5202 Marketing Management Case Study: Digital Media and Brand Impact

This case study examines the transformative role of digital media in brand promotion, focusing on internet advertising and the influence of brand communities on consumer behavior. It reviews the shift from traditional to digital marketing, highlighting the impact of social media, easy internet access, and evolving advertising strategies. The study emphasizes the significance of digital media's reach and the importance of SEO. It also discusses the role of public relations and provides real-world examples, such as Dacia's use of Facebook ads and Red Bull's Instagram campaign, to illustrate successful digital marketing strategies. The study concludes that internet advertising is the future of marketing, enabling brands to connect with consumers, build brand loyalty, and achieve better outcomes than traditional methods. Desklib provides access to similar case studies and resources for students.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction............................................................................................................................ 2
Literature review..................................................................................................................... 2
Social media....................................................................................................................... 2
Digital media....................................................................................................................... 3
Easy access to internet.......................................................................................................4
Advertising.......................................................................................................................... 4
Public relations................................................................................................................... 5
Real world examples.............................................................................................................. 5
Conclusion............................................................................................................................. 5
Reference............................................................................................................................... 7

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Introduction
The marketing process in the industry has faced some transitions in this modern
world. The basic idea of marketing is an effort on the part of a brand to reach out to its
customers and make them aware of the product in the market (Czinkota & Ronkainen,
2013). Marketing process in this world of advanced technologies has taken a leap from what
it was a decade back. The urge for the brand to reach out to the people who are the
customers have increased considerably and the reason is primarily that the needs and
requirements of the consumers have diversified a lot and needs to be catered by the brands
(Winer, 2009). The aim of the report is to understand the role digital media has in promoting
the brands in the market and the influence of the brand communities on the buying behavior.
Literature review
Social media
The social media and its development in the recent days has been a feature that has
paved way for the rise of Internet advertising. The availability of the internet and the
popularity of the social media have lead to various implications to the marketing process.
The marketing process has inclined towards the digital media and mainly social media due
to the viral nature it has. The content of social media reaches out to a huge consumer base
around the world and hence the brands prefer to invest their budget in the sector of digital
marketing (Peters et al., 2013). The number of social media users online at any given time is
moiré than the total population of many of the smaller countries in the world. The social
media has the capacity to accommodate a huge number of users at the same time and
without any lag. The idea is to make sure that the world is brought together on a single
platform. The brands take up this advantage and make sure that the maximum profits are
earned through the social media as it enables them to reach a wider consumer base globally
(Scott, 2015). The advent of the Web 2.0 platform has further added to the brands shifting

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their focus to the usage of social media as a tool to market themselves to the consumer
base. The Web 2.0 is an interactive platform that allows the users to post their views and
opinions regarding any issue that is prevalent in the market (Reddick & Norris, 2013). The
brands are benefitted through the positive publicity that they get unintentionally in the social
media and the entire Web 2.0 platform. Consumers put forwards their reviews of a product
and if it is a positive review then other people look forward to using the product and this
leads to an unintentional publicity of the brand in the market. The concept of user generated
content in the web 2.0 platform has made it sure that the interaction brand and the
consumers is increased. It is noted that a brand’s good social media presence often is
reflective in the profits that the brand earns by selling the product or services in the market.
The social media presence of a brand paves the way for its success or failure in the market
and it is essential for the brand to maintain a connection with the consumers in the social
media platforms that are available.
Digital media
The traditional forms of media have been slowly replaced by the digital media that is
emerging thick and fast in the global market. The digital media has an enormous reach
among the consumers and hence it is seen that the companies are slowly allocating a
separate and huge budget for their digital marketing team. The digital marketing team has
the immense responsibility of making sure that the content reaches out to the biggest of the
audience base in the global sphere (Chaffey & Smith, 2013). The reach of the traditional
media is restricted to the location and demographical barriers but it is to be noted that the
digital market has no such barriers and it enables the brand to connect with a massive
consumer base in very less time. The digital marketing team is imbibed with the
responsibility of making sure that the content of the brand reaches out to the highest number
of people. Tools such as SEO (Search Engine Optimization) are used efficiently to make
sure that the product is reached to the consumer as soon any search regarding the product
genre is dropped in the internet. The SEO enable the consumer to get directly connected to

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a brand that has been serving the product or service that the customer is searching for
(Taiminen & Karjaluoto, 2015).
Easy access to internet
Internet has been incorporated into every mobile phone and it has been become so
easily accessible for the masses that every single person nowadays is active on the internet
(Poushter, 2016). The telecom giants have reduced the rates for the internet services and
hence the usage has increased substantially. The user base has to be informed about the
various services and products and as a result the internet has become one of the most
engaging channels for promoting content globally. The parameters of the businesses have
broadened in the world and it is seen that the people are responding the marketing
campaigns that are taking place in the global business set up. The Smartphone and its
popularity is another aspect that has sky rocketed the idea of marketing and advertising on
the internet. The internet users are forming groups in various social media platforms in order
to connect to the brands and this idea of creating communities has brought the people closer
to the brands. The online media has enabled in creating a relationship between the user and
the brands.
Advertising
The idea of advertising and enabling a brand to connect with the audience is age old
however the process has seen drastic changes since the advent of internet. The brands
have seen that the content which is circulated over the internet provides better feedback and
generates better results than the traditional advertisements. Advertising preciously was a
one sided communication process and the feedback level was extremely low (Moriarty et al.,
2014). In trends of the recent developments it is seen that the idea of feedback has further
strengthened the entire process. The people can comment their views and openly speak out
to the world about the ideas and experiences that the person might be having after using a
brand or service. The feedback completes the communication process and thus provides the

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company with important notes about the mistakes that are being done and also the positives
about themselves.
Public relations
The brands work to make sure the best of the services are provided to the
consumers. The internet advertising has an interesting aspect of public relations to it. The
consumers feel connected to the brand and the people who are happy with the service or the
product share their feedback on the internet and it leads to creation of positive propaganda
for the brand. The paid promotions do have an impact on the consumer behavior but good
PR campaigns and PR image is something that adds to the total value of the brand in the
market (Grunig, 2013). The consumer behavior is manipulated by the nature of presence
that the company has in the market. A positive overall image of an organization in the market
has to be maintained by the PR team and the internet is one of the fastest and active
channels to achieve best PR outcomes.
Real world examples
Dacia is an emerging automobile brand of Europe and they have used the facebook
ad in order to raise awareness about their products. The company successfully boosted the
posts and reached out to a wider audience. The brand recall was increased and the cost for
posting physical ads was lessened as the purpose was sorted with facebook Ads. Another
company, Red Bull, has successfully used the instagram to campaign their brand extension
(Freeman et al., 2014). They used the #thissumer and introduced a new flavor to their
energy drink. The campaign drove in a lot of audience and a staggering 1.2 million
consumers were reached. It was reflected in the sharp rise of the profits in the organization.
Conclusion
It is essential for the people to understand that the internet is immensely powerful
and the reach they have is impeccable. The traditional advertising forms are slowly fading

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and it is predicted that the internet advertising will completely rule the choices of the brands.
The brand communities are on rise and it is estimated that the brands create this connect
with the consumers that enriches the relationship and increases brand loyalty. The internet
advertising is the future of marketing and it will soon be embraced as the foremost methods
of marketing the product.

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Reference
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge. ISBN 9781136181467
Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning. ISBN
1285687167, 9781285687162
Freeman, B., Kelly, B., Baur, L., Chapman, K., Chapman, S., Gill, T., & King, L. (2014).
Digital junk: food and beverage marketing on Facebook. American journal of public
health, 104(12), e56-e64. Retrieved from:
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4232106/ DOI- 2014.302167
Grunig, J. E. (2013). Excellence in public relations and communication management.
Routledge. ISBN 9781136691751
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R.
(2014). Advertising: Principles and practice. Pearson Australia. ISBN 1486009050,
9781486009053
Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media
metrics—A framework and guidelines for managing social media. Journal of
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%20media.docx?sequence=3&isAllowed=n DOI- 2013.09.007
Poushter, J. (2016). Smartphone ownership and internet usage continues to climb in
emerging economies. Pew Research Center, 22. Retrieved from:
http://s1.pulso.cl/wp-content/uploads/2016/02/2258581.pdf DOI- 2016.02.22

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Reddick, C. G., & Norris, D. F. (2013). Social media adoption at the American grass roots:
Web 2.0 or 1.5?. Government Information Quarterly, 30(4), 498-507. Retrieved from:
http://daneshyari.com/article/preview/1024322.pdf DOI- 2013.05.011
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
directly. John Wiley & Sons. ISBN 1119070678, 9781119070672
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in
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Retrieved from:
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Winer, R. S. (2009). New communications approaches in marketing: Issues and research
directions. Journal of interactive marketing, 23(2), 108-117. Retrieved from:
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