Marketing Assignment: Digital Media Strategies and Firm Analysis

This assignment solution for Principles of Marketing Management explores the multifaceted world of digital media marketing. It begins by identifying and explaining the six key forms of digital media marketing: social media, content marketing, search engine optimization, television advertising, email marketing, and pay-per-click advertising. The assignment then delves into the importance of digital media, analyzing how it adds value to businesses by fostering customer connections, facilitating information sharing, and enabling quick responses to customer inquiries. The analysis includes case studies of two Australian firms, Qantas and Virgin Airlines, and two international firms, Wal-Mart and Adidas, highlighting their digital marketing strategies and offering recommendations for improvement, such as focusing on conversions and ensuring easily accessible customer service. The solution references relevant academic sources to support its claims.

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PRINCIPLES OF MARKETING MANAGEMENT
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4/15/2019

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Contents
Answer1: The six forms of digital media marketing are:................................................................2
Answer 2: Importance of digital media and analysis of 2 Australian and 2 international firms.....2
References........................................................................................................................................4

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Answer1: The six forms of digital media marketing are:
 Social media marketing: It is a process of attracting customers through sites such as
Facebook, Instagram and twitter.
 Content marketing: it usually involves creating the material and sharing it online through
different sites in the way of blogs or etc.
 Search engine optimization: it is a tool to increase the number of visitors on the sites or a
particular platform.
 Television advertising: it is a ways of attracting customers through ads and commercials
which are paid by the brands
 Email marketing: it is a way of advertising through emails. Many brands send deals on
customer’s emails to attract them more to the brand and connect personally with them.
 Pay-per click: it is a tool or a model of the internet, which is used, for which the
advertiser pays fees and each time someone clicks on the ad the advertiser gets the
money. For example: ads before a YouTube video.
Answer 2: Importance of digital media and analysis of 2 Australian and 2 international
firms
Digital media is actually a kind of tool that adds a lot of value to the business. It gives customers
a chance to connect and interact personally with the organization. Digital media helps in sharing
all kind of information easily with the customers. It also helps in answering the questions of the
customers quickly; there are certain brands, which use platforms like Facebook YouTube and
twitter and they answer to the customer queries very quickly. Using digital media also helps in
displaying the brand. If a company or an organization has a strong social media presence, it
builds a good reputation for the company and attracts more customers (Howard and Hussain,
2011).
Qantas and virgin airlines both are Australian companies, which use digital marketing
effectively. Qantas airline spends around seventy percent of its income on its digital marketing. It
has been said that the digital data has improved customer experience with the airlines. It has
improved its mobile app and website experience as well, whereas virgin airlines have increased

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its audience by using social media such as Instagram for its growth. Virgin airlines have started
connecting through Instagram stories. It promotes it certain flight deals through Instagram. It
post different kind of content and post it every single day to attract customers (Tuten and
Solomon, 2017).
Wal-Mart and Adidas are the two international companies, the strategies that can improve their
digital media strategies are:
1. To focus on conversion and not the leads
This means to see where does the customers spend most of their time on and then target
them with the type of content they would get most attracted to and choosing the right
platform to attract the customers.
2. Easily available Customer service
It is very important for the customers to have someone to talk to incase they have any
issue with the product or the brand. Sometimes if this service is not, available it can affect
a customer’s thinking about the brand social media or digital media helps in providing
this service easily as customers can connect to the brand directly.

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References
Howard, P.N. and Hussain, M.M. (2011)The role of digital media. Journal of democracy, 22(3),
pp.35-48.
Tuten, T.L. and Solomon, M.R. (2017) Social media marketing. New York :Sage.