Reflective Analysis Report on Marketing, Digital Marketing, and PR

This report presents a comprehensive reflective analysis of digital marketing, personal selling, and marketing public relations, drawing upon the student's experiences and insights from course lectures. The report examines the importance of online marketing, SEO, and social media in business growth, highlighting the shift from traditional to digital marketing strategies. It explores the significance of personal selling and relationship marketing, emphasizing their roles in building customer relationships and driving sales. Furthermore, the analysis delves into marketing public relations (MPR) and sponsorship marketing, discussing proactive and reactive MPR, sponsorship theories, and cause-related marketing. The student relates these concepts to their own business experience, academic learning, and future career aspirations, considering multiple perspectives and supporting arguments with relevant theories and models. The report also addresses the benefits and drawbacks of various marketing approaches, including digital marketing, personal selling, and CRM, while offering recommendations for future business development and marketing strategies. References are provided for all the theories and concepts that have been used in the report.

Area
REPORTING As per the lecture 4, I have gathered a good sum of knowledge about the Digital
Marketing and emphasis of social media in business. A business can be more
flourishing with the help of social media and communications. I have understood this
that any business setup if not exposed to online marketing then all efforts would in vein
as the new generation customers begins shopping from online searches. To incorporate
the business into online websites a company must be skilled in SEO, creating networks
globally, reaching out to customers through social networking sites. In my opinion the
market has elevated itself several steps ahead from the traditional marketing to Digital
Marketing. It helps the business to keep its profile and products and services updated to
customers (Ryan, 2016). The learning approach from lecture 9 is about the importance
of personal selling and relationship marketing based on the kinds of products or
services, the market and the cost of distribution channels. Personal selling is effective
in building relations and has its own merits and demerit to the company. Personal
selling can be combined with advertising of company’s goods to raise sales and
branding. It has bright future in the sales and marketing profile as customers prefer
hassle free personal purchasing. It leads to customer relationship marketing which
signifies relationships contrary to personal selling that aims for exchange of goods.
Marketing sponsorship and public relations from lecture 10 focuses on approaches of
developing marketing communications and results and relations of company and
stakeholders respectively. Examples of MPR is ebay (Ryan, 2016), The Body shop.
MPR can be both reactive and proactive. Digital media has negatively impacted the
MPR. Sponsorship marketing is transaction of a particular brand, people, company,
place and situation for sponsorship. The theories involve are, Balance, Identification
and Social identity Theory. Cause related marketing and corporate image advertising
are very beneficial to the sponsorship marketing.

RELATING Based on the focus of knowledge gathering the current learning is that it would be very
important for a company to begin online marketing or even if it is on marketing
promotional structure it should implement digital marketing channels. Based on my
current knowledge and learning, it is quite evident that business which I am currently
running initially was not on the website and the sales were not so high but it has
significantly raised up as soon it has been registered online (Zhang et al., 2016). The
skills that I have implemented is to strengthen my networking on social sites and media
to make my business more public oriented ever than before. The online sites have
changed the trend of my business and has shown a distinct difference between the
traditional marketing and online marketing. The observation that I have in lecture 4 is
that to increase use of search engines more frequently to get the most of the digital
marketing. To shift local market into the online marketing channels. I have observed
that in the lecture 9, the instances that I can connect my business experience with
learning received from the unit is the strong relationship marketing. This is the base of
the constant personal selling activities I have carried on as one of my business
activities. The personal selling activity is the most preferred thing by my segmented
geographical region of targeted customers. They like to receive customised personal
selling services and products that gives them the liberty to check and scrutinises the
product more often. This also develops the communication which creates a healthy
relationship with my customer base (Chaffey & Ellis-Chadwick, 2019). Regarding my
academic experience I have found that the Marketing PR and PR has helped me a lot.
The PR skills actually made me understand how to be confident about the product and
the services once I will land up in the market. To set criteria for the products the leader
and a proper public speaking is important. Next, coming to the sponsorship marketing.
In my experience I found it again expanding my roots of business to the external
stakeholders who will work as an active paid agency to sponsor my products and
services. I can see distinct future development if I continue to work and explore these
fields and would confirm my success story gradually. In the list of multiple
perspectives, I must discuss first the customer relationship marketing. It is equally a
boon and a bane for the organisation. As out of the personal selling activity if the
salesperson go for wrong information with negative body language then the customer
might that situation to go ahead into a relation. This is the most common scenario I
have seen happening in companies. Regarding Cause-related marketing, it is very much
into fashion as it is used for the purpose of supporting charity, to offer funds to flood
victims or as per say in common generic terms which falls in the category of
sponsorship as in some governing body is promoting the cause is an effective way that
I can use in future (Cornwell & Kwak, 2015). Next, perspective I would like to discuss
is that, personal selling method can be costly and riskier but most often in use for direct
sales and marketing. Even I prefer this but workers are in great pressure of sales and
also they are out of supervision as stepping alone in field. An opinion I have about the
digital or online marketing which is very in to the trend is something what I think
differently. It is indeed a new trend in the marketing field and covers a wide range of
customers but somewhere it only biased to those customers who are financially rich.
The online media serves costlier to company as it give a classy status to the brand and
an exclusive identification to the company and its products and services. Still it does

not target to those customers who are unable to access digital platforms. The traditional
form of marketing provides a coverage to all sorts of customers to reach their levels of
demands. To my knowledge if a company wants to capture the maximum customer
base in any geographical location then it must keep the pace with the commonality.
Only then it can have the maximum the sales of the market. Besides this, it has also
been proven costly for the organisation to be at the topmost in the priority list on SEO.
REASONING Firstly the theory of sponsorship based on three sub parts focus on the knowledge
covered are the balance theory based on the balance of the three parties including the
observer, person and the final object. The identification theory is the mechanism
through which the company post advertisements to support a particular identity to
create an impression on customers’ mind. Social identity theory depends on the social
causes and advertising for noble reasons. Concept of Digital marketing focussing on
effective learning outcomes to maximise the use of SEO for better run of business and
for wider reach of customers with a single click (Cummins, Peltier & Dixon, 2016).
The model of the customer relationship marketing is focusing on the areas of skills
acquired is the short term activities and the long term activities. Deep understanding
about concept of relationship marketing is to provide an external support to the
business by extracting the maximum sales from the existing customers and also
approach to the referring customers from the old customer data. It also influences the
positive word of mouth and create strong reference group for expanding company’s
sales. The relationship building is also very important for getting brand loyal
customers. I have recently came to know that CRM has three aspects, initiation,
enhancement and maintenance, have also identified the modern selling philosophy
backed by the relationship market concept (Verma, Sharma, & Sheth, 2016). I would
like to appreciate differently about personal selling combining with the advertising as
in salesperson in general are less capable of creating advertisements.
RECONSTRUCTING The learning extracted from the units is digitization is the strength to the business
expansion. Marketing and selling are interlinked and marketing works as the backbone
of the selling. If the marketing of a product or service goes right then there is no effort
in selling. If the business is not online then it not successful (Gummesson, 2017). To
have loyal customer base the company must create relationship marketing. Sponsorship
marketing and public relation give flawless growth in marketing of a company. These
important aspects are needed for my personal future business development. I would
adopt the CRM model and would make use of it in order to offer the best services to

customers and gather feedback to improve my company services. I would change
digital effects on MPR to stop negativity. Implementing models of CRM would attract
more customers and increasing PR promotions can be another positive way of
marketing. Positive sponsorships can make my business more effective. Further I
would like to have outsourcing partners to reduce cost to company.
References
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Cornwell, T. B., & Kwak, D. H. (2015). Sponsorship-linked marketing: Introduction to topics.
Zhang, J. Z., Watson Iv, G. F., Palmatier, R. W., & Dant, R. P. (2016). Dynamic relationship
marketing. Journal of Marketing, 80(5), 53-75.
Verma, V., Sharma, D., & Sheth, J. (2016). Does relationship marketing matter in online
retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44(2), 206-
217.
Gummesson, E. (2017). From relationship marketing to total relationship marketing and
beyond. Journal of Services Marketing, 31(1), 16-19.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Zook, Z., & Smith, P. R. (2016). Marketing communications: offline and online integration,
engagement and analytics. Kogan Page Publishers.