Marketing in the Digital Age: A Comprehensive Report

This report delves into the significant transformations in marketing over the past decade, driven by advancements in technology and social media. It explores how companies and organizations have adapted their marketing strategies to leverage digital platforms, big data, and instant communication to engage with customers. The report analyzes the impact of globalization on consumer behavior and market trends, using the UK as a case study. It examines how globalization has influenced travel, consumer exchange, communication, and innovation, including the role of global organizations like the G20. The report highlights the evolution of marketing techniques, from traditional methods to digital approaches, emphasizing the importance of data-driven insights, content optimization, and transparency in building brand loyalty and achieving long-term success. The report also explores the influence of instant communication, content overload and data analysis on consumer behaviour and outlines the importance of transparency in the digital age.

QUESTIONS

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
QUESTION ONE............................................................................................................................1
Discuss how developments in technology and social media have impacted on the way
companies and organizations market their products and services in the last ten or fifteen years
................................................................................................................................................1
QUESTION Two.............................................................................................................................4
With the help of clear examples discuss how globalization as a phenomenon has impacted on
a country or region of your choice.........................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The globalisation makes an easier platform for all the migrants so that working entrance
and its acceptance both get attained in systematic mode. It basically speeds up the exchange as
well as movement such as goods, service, workforce, technologies, cultural practice and capital.
In this working standards get promoted along with this interactions and relations in between
population and region all around world is advances. As per according to WHO, globalisation is
referred to enhanced interdependence and interconnectedness in between people and country
(Germain, M.L., 2019). In general it consist of different inter related components as opening of
international boundaries so that flow of goods, services, people, ideas, finance all get processed
in faster manner.
MAIN BODY
QUESTION ONE
Discuss how developments in technology and social media have impacted on the way
companies and organizations market their products and services in the last ten or fifteen
years
The technology is transformed as in terms of making attractive campaigns that is
immersive and personalised in creation and designing of targeted marketplace in this adequate
balance and interface is developed in between the people and company. It is also get prioritise
the range of creativity so that possible range of outcome is achieved that has induced advanced
impact as per enable to more productivity and lesser effort (Halberstadt, J. and et. al., 2019).
Over the past decade, marketing and its concept both get changed and it is contend with the leap
over development of technological relation within competitive marketplace. The sales era and its
advancement also witnessed about the intervention that is taken by technology as in previous era
telephone, television and other marketing department get worked to raise suitable funds. It is
also be used to make professional surety so that digital marketing and its competency is
developed with higher progressiveness. It is possible for the business to uphold future capability
in which internet, big data and smart-phone is used to predict about marketing so that future
competency is developed in successful manner.
Moreover as the time passes social media platforms is selected by all the different type of
organisation such as retailing, IT sector, financial sector, e-commerce business, fashion
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industries and many others as well. In this LinkedIn in 2002, Facebook 2004, MySpace in 2003
and Twitter in 2007 get published during this possible range of benefit is shared so that personal
and online data get shared in balanced mode (Gonzalez, A.D., Dentchev, N.A. and Roig,
M.D.C.R., 2020). It is possible that business track all its patterns and trends as per changing
behaviour of customers so that data driven approach is used by the businesses as in order to
gather higher momentum as it is also be emerged with the suitable specialisation such as Oracle,
Optimove and Domo. For instance, Optimove is specialising with the precision marketing as in
term of digital platform as it is used to empower predictive analytics.
The mass adoption and advent of internet is overall day is being the biggest event that has
advanced impact over the marketing aspect so that effectual up-gradation is resulted in preferred
mode. It is also be surged with the glorified success in which mass market browser, Netscape is
soared with its height. The market involvement and search engine such as Yahoo, Google and
other e-commerce platform as like Amazon, Instagran, Ebay and many others start used and
counted as the prior solutions through which proficient range of benefit is achieved in all
possible way. In concern of traditional approach, organisation make sustained usage of arsenal of
TV, print as well as radio advertisement and telephonic sales that assist the business to catalogue
new website that is created and also allowed the users to advance information finding, services
and goods and per likeliness that has desired of customers and also act as suitable comfort as
well (Bringle, R.G. and Clayton, P.H., 2020). The societal advancement driven towards
acceptance of technology and it has wider impact over the improvement of market reach as
digital presence is flowed like same as running water. The digital marketing induce incredible
influence and presence on peoples mindset and its interactions with this purchase, working and
life habits get improvised over regular basis. There is certain evaluation within digital
marketplace and that is as explained below as:
Big data: It is a fundamental basis with this an online activity is developed that is used to
store digital information. In the era of 2000 it is founded that digital technology and it induce
rapid growth and unique transformation in terms of produced information and most of it is as text
based information which is also known as “born digital” and it is known as big data. The
replacement of physical counterpart’s as like film, paper and optical such as CV and DVD the
availability of data recording and storage technology. It is also be irreplaceable of marketing
departments and in early hype of internet induced making of certain shift within marketing
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technique and tactic used by organisation. In this direct emphasis is placed to inbound the
marketing as by sharing it with centred designing and collaboration.
The cloud marketing is used to acquire emotional intelligence under which all the
necessary connection and customers are developed in effective manner so that businesses such as
Tesco, Tesla, Amazon worked to strengthen customer relationship so that effectual strategies are
developed in successful manner (Lieneck, C., 2019). In support of this moderated aspects all the
organisation of different brands such as fashion (ZARA), Retailing (TESCO), banking sector
(HSBC), e-commerce (AMAZON), automotive (TESLA) and many others as well and they all
used to maximised the brand awareness and its impact with profitability that is as explained
below as:
Instant communication: In support of digital marketing ability of business to interact
with the potential customers get spinner as like a roulette wheel. In this message of organisation
is bounce back to the targeted customers with this business get allowed to make perfect
interactions so that public interactions and supportive channel to promote offered product,
service and message is transferred with transparency. In this there is a need that customer
mindset and its requirement get targeted as with support of instance message as it is bucked with
relation to management of trend (Raineri, E., 2020). The one-on-one messaging is developed
under which global users and social network both get placed in terms of potential connect with
different kind of applicants.
Content overload: It is fundamental basis that is used by the business to make the
targeted content more effective and efficient. As in previous era people need simplicity and vast
advancement and in today’s scenario people get connect with the different aspect that is related
to attraction such as of vast content, deeper meaning and advanced benefit. Thus the content
must be required to adequate in this meaningful conversation get conveyed to the marketplace.
For instance, Rolex is a classic brand and always uses creative content to make its marketing
message directly as across to customer prospect. In 112 year ahead history is always be kept as
fresh that help the business to overcome from creation of higher quality and appealing image that
make customer more curated that also get enhance reliability of product. For this stylish and
minimalist images is used as a photography, editorial work and videos that screams in customer
prospect along with that sustained tagline also get targeted under which timeless connectivity is
perceived with attentiveness.
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Drove of data: It is relatable to the modern technology that usually allows the marketers
to gain tremendous weigh of knowledge towards their customers. In this companies worked to
use the data as per consideration of what, when, where, how so that best and suitable way is
selected that advance productivity of business in controlled mode (Holland, J. and Madey, G.,
2019). For this, organisation maintain continuous focus about to knowing metric that is required
to achieve long term success and development with this wider and positive impact is induced
successfully. Moreover, the different channel is being used to maintain direct focus about to
engage customers so that adjusted outcome is perceived in all possible way. The management is
also be required to have analytical skills in which working and data insight is controlled in
balanced mode as it induced perfect improvement within understanding of behaviour of
consumer so that personalised marketing is developed as by maintaining direct focus towards
customers.
Demand transparency: In today’s world and digital era, customer’s requirement and
interaction with company both get developed with following of suitable transparency. It builds
strong loyalty among different brand so that company’s ethos and online building is developed in
relevant way. It is also being known to label the insight in this it is easy for the customer to get
trust the packaging and product that is sold by company (Halberstadt, J. and et. al., 2019). It also
assists the business to make open communication in which willingness to attain higher pay about
product offering is developed in all possible range. There is an extent in which society and
community both required to make clear analysis and their need and market requirement with this
adequate and relevant change is implemented.
QUESTION Two
With the help of clear examples discuss how globalization as a phenomenon has impacted on a
country or region of your choice
There are few clear examples on globalization as a phenomenon has impacted on a UK
and as explained below as:
Travelling: It is a major consequences of globalisation that influence the unlimited and
extended access of information, a constant development over modernization within transport,
foreign trade and free market in addition the expansion of hotels and their services also become
vast as per considerable to the upraised demand of customers due to globalisation.
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Customer exchange: The consumer behaviour is accompanying with support of several
trends and changes so that visible and adequate sphere of consumption is developed and it is
mainly initiated with support of different forms of consumption with respect of customers. In this
new product are created, sales and need of customers is preferred, the consumption ay is changed
as per considered to trends and lifestyle.
Communication: It affects directly to the process of globalisation that assist all to
enhance certain level of opportunities that is being used to remove of reduce cultural and
behaviour barrier. The changed environment is always being supported with the acceptance of
change of elements of the world such as environmental, cultural, political and economic.
Innovation and commercialisation: It is an aspect with this UK and its government
looking forward to develop and design adequate pathway for all the companies so that they have
performed exceptionally well within international platform. For instance, G20 is also being a
global bloc that is composed of central bank governors and government of 19 countries and also
with European Union (EU). It is established in 1999 in this all the industries gather so that
financial stability, international economic standards and development of nation economy is
enhanced that also provide benefit to the local population as well. It is an annual submit in which
global issue is being discussed on the basis of mutual interest so that effectual contribution is
developed future success and progress in work so that global architecture is developed under
which safety net and bilateral summits is concerned to achieve sustainable processing of work
(Chaube, P., 2020). In this UK, have developed self-interest that usually bought an
unprecedented economic wealth and plenty of scientific progress.
Education and knowledge transfer: It is a phenomenon that is basically inherent to
induce human needs for this exchange and trading is with prospect of commercial trade route and
cultural exchange both get advance of experience basis. It more often used to develop
transnational corporation in which market share and its acceptance in which economy
transformation is affected in productive manner (Effects of Globalisation on the UK Economy,
2021). In this cultural interpenetration and its consequences get nations as per adoption of belief,
principle, customers in which unique presence is preferred with clarity. Furthermore, movement
of capital and labour both get an increase that is beneficial in terms of lower price, economies of
scale, competition and growth. There are different basis that is as explained below as:
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CONCLUSION
It has been concluded from the above that globalisation advances the economic aspect of
nation as well as the flow of international capital and its trading get faced rapid and wider spread
of technologies that consist of continuous expansion and mutual integration of frontiers in
market. In this significant growth and development is generated in which productivity and
mercerization are act as major driving force within economic aspects. It is a resemblance of set
of processes such as technological, social, cultural, economic, institutional as it also get
contribute towards progressive flow in intensified way. Moreover, the mass migration is also be
used to reduce the stress of business and to serve adequate services as with concern of attainment
of higher sales and more profit. In support of globalisation and digital marketing working
consequences and market acceptance both get developed in progressive mode.
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REFERENCES
Books and Journals
Bringle, R.G. and Clayton, P.H., 2020. Integrating service learning and digital technologies:
Examining the challenge and the promise.
Chaube, P., 2020. Importance and Challenges of International Service-Learning. Purdue Journal
of Service-Learning and International Engagement, 7(1), p.5.
Germain, M.L., 2019. Integrating Service-Learning and Consulting in Distance Education.
Emerald Group Publishing.
Gonzalez, A.D., Dentchev, N.A. and Roig, M.D.C.R., 2020. Beyond intellectual property and
rich infrastructure: A community service learning perspective on universities supportive
role towards social entrepreneurs. In Entrepreneurial Ecosystems Meet Innovation
Systems. Edward Elgar Publishing.
Halberstadt, J. and et. al., 2019. Learning sustainability entrepreneurship by doing: providing a
lecturer-oriented service learning framework. Sustainability, 11(5), p.1217.
Halberstadt, J. and et. al., 2019. Skills and knowledge management in higher education: how
service learning can contribute to social entrepreneurial competence
development. Journal of Knowledge Management.
Holland, J. and Madey, G., 2019, October. Best-practices for Student-run Service Learning
Organizations: A Case Study from Higher Education. In 2019 IEEE Frontiers in
Education Conference (FIE) (pp. 1-8). IEEE.
Lieneck, C., 2019. Service Learning Via Distance Learning: A Unique Learning
Combination. The Journal of Health Administration Education, 36(2), p.233.
Pearce, J. and et. al., 2019. Leveraging information technology, social entrepreneurship, and
global collaboration for just sustainable development.
Raineri, E., 2020. Supporting Service Learning with an Interdisciplinary CSR Marketing Model.
ONLINE
The Evolution of Digital Marketing: 30 Years in the Past & Future, 2021. [Online] Available
through: < https://digitalmarketinginstitute.com/blog/the-evolution-of-digital-
marketing-30-years-in-the-past-and-future>.
Effects of Globalisation on the UK Economy, 2021. [Online] Available through:
<https://www.economicshelp.org/trade2/globalisation_uk_economy/ >.
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