Digital Marketing and Management Report for Nura Headphones, Melbourne

This report examines the digital marketing communication choices for Nura Headphones, a consumer electronics company based in Melbourne, Australia, specializing in personalized sound headphones. It begins with an introduction to the business and highlights the need for a robust digital marketing strategy to increase brand awareness. The report then analyzes the potential impact of fake news on the company's digital marketing efforts, considering the decline in consumer trust in mainstream media. It explores the benefits and risks associated with adopting a content origination strategy, including building awareness, reaching target audiences, and cost-effectiveness, as well as the challenges of resource allocation and content idea generation. Finally, the report proposes a content distribution strategy tailored to address the challenges of fake news and enhance the brand's value through creative content and media engagement. The report concludes by emphasizing the importance of effective media usage and content origination for Nura Headphones' growth in the industry. The report uses the provided references to support its arguments.

Running head: DIGITAL MARKETING AND MANAGEMENT
DIGITAL MARKETING AND MANAGEMENT
Name of the Student
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Author Note

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Table of Contents
Introduction of the small business...................................................................................................2
Explanation of the need related to a more robust idea.....................................................................2
Possible impact of fake news on digital marketing communication choices of the firm................2
Benefits and risks associated with adopting a content origination strategy....................................3
Content distribution strategy for the organization based on fake news article................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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Introduction of the small business
Nura is a consumer electronics based organization that is based in Melbourne, Australia
and designs and develops headphones that provide personalized sound technology. The
proprietary technology of Nura mainly aims at measuring the levels of hearing sensitivity of the
users based on the different frequencies and also monitoring the otoacoustic emissions. The
process of hearing measurement requires one to two minutes that further leads the headphones to
adjust to the hearing capabilities of the consumers (Nuraphone.com 2020). The report will be
related to the suggestions related to digital marketing communication based choices that can be
made by the firm in order to improve its position in the industry.
Explanation of the need related to a more robust idea
Nura Headphones has been able to gain a major customer base in the industry with the
unique features that are offered by its products. However, the awareness related to the products is
quite low and the implementation of a robust digital marketing idea can help the organization to
improve the presence and awareness related to the products in minds of consumers (Chaffey
2015).
Possible impact of fake news on digital marketing communication choices of
the firm
The media is able to play a crucial role in proper development of the image of a particular
organization in their respective industries. The trust of consumers on the mainstream media has
started decreasing in the last few years. This has an impact on the digital marketing strategies
that the organizations develop and implement in the operations. Fake news on mainstream media
can have a negative impact on the image of the small organizations like Nura Headphones. Fake

3DIGITAL MARKETING AND MANAGEMENT
news can further influence the perceptions that customers have regarding different features that
are offered by the products (Chahal 2017).
Benefits and risks associated with adopting a content origination strategy
Content marketing can help the organizations to engage audience and further develop the
relationships that boost the sales. However, the organizations may face some challenges with the
implementation of content origination strategy.
Advantages of content origination for Nura Headphones,
Building awareness, loyalty and trust – People who consume the content developed by
Nura Headphones can help in proper development of the impression of a particular brand. Well-
researched and informative content can be developed by the organizations in order to attract
audience (Fullfact 2017).
Reaching audience who tend to avoid the ads – The content development can help Nura
Headphones to reach the customers faster in comparison to the process of traditional advertising.
Keeping the costs down – The costs of content advertising are low as the activities are
completed within the organization itself.
Increase the traffic and conversions – High quality content will attract the audience
towards Nura Headphones and this will also be able to boost the web traffic (Meeker 2017).
Supporting the marketing strategies – Good content is considered to be significant for
success of the marketing tactics that are implemented by Nura.
Disadvantages of content origination for Nura Headphones,

4DIGITAL MARKETING AND MANAGEMENT
Immediate benefits are not provided – The process of content marketing is considered to
be quite long and this will not be able to provide immediate results to Nura Headphones.
Resources and skills – Content origination by Nura will require implementation of
different types of resources that includes the training provided to the employees (Fullfact 2017).
Finding the content ideas – The ideas related to content generation can be developed by
Nura after detailed analysis and skills of the employees.
Content distribution strategy for the organization based on fake news article
The content origination and distribution strategy has many advantages and disadvantages
as well. Nura can develop creative content and videos that can reach the customers and provide
them effective information about the products. Media can be used by Nura for the purpose of
communicating with the customers and developing brand value as well (Chahal 2017).
Conclusion
The report can be settled by stating that although fake news has become a major part of
the media in last few years, the usage of media in a proper manner can help Nura to enhance its
brand value. The content origination strategy can prove to be helpful for the growth of Nura in
the industry.

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References
Chaffey, D., 2015. Digital business and e-commerce management. 6th edition. Pearson. Chapter
8.
Chahal, M., 2017. ‘The fake news effect: What does it mean for advertisers?’, Marketing Week,
27 March [online]. Available at: https://www.marketingweek.com/2017/03/27/the-fake-news-
effect/ (Links to an external site.) (Accessed: 6th November 2017)
Fullfact 2017. ‘How to spot fake news’, Fullfact [online]. Available at:
https://fullfact.org/toolkit/ (Links to an external site.) (Accessed: 6th November 2017)
Meeker, M., 2017. ‘Kleiner Perkins’ Internet trends report’, KPCB, 31 May [online]. Available
at: http://www.kpcb.com/internet-trends (Links to an external site.) (Accessed: 6th November
2017)
Nuraphone.com 2020. nuraphone - Music in Full Colour™ | Personalized sound. [online]
Nuraphone.com. Available at: https://www.nuraphone.com/ [Accessed 11 Feb. 2020].