Auckland International Campus AM809001 Digital Marketing Report

This report critically evaluates the digital marketing strategies employed by SKY and Mercury NZ Limited, focusing on the application of technology and its impact on consumer behavior. It explores how these companies leverage digital tools and media to maintain and enhance their marketing efforts, examining specific technologies like social media, email marketing, and website development. The report analyzes the effects of technological advancements on consumer needs, connectivity, and communication channels, highlighting the challenges and opportunities presented by the digital landscape. Furthermore, it discusses the best practices for growth in the context of digital marketing, drawing on the examples of SKY and Mercury NZ to illustrate how businesses can adapt to the changing demands of consumers and the evolving technological environment.

Running Head: Marketing
0
SKY and Mercury NZ Limted
Digital Marketing
6/13/2019

Marketing 1
Contents
Introduction......................................................................................................................................2
Applying new technology and media to maintain marketing..........................................................3
Application of technology in marketing strategies..........................................................................4
Impact of technology on consumer behavior...................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Marketing 2
Introduction
This assignment is related to the digital marketing process used in business strategies and makes
the business successful. Today's world is a world of technology and it is very useful in all the
processes of the business or any other process. This can make things easier and help in achieving
success easily. This report defines and evaluates digital technology, which will use in marketing
strategies and makes the strategies proper. The impact of technology on consumer behavior wills
also described in this report. The digital technology is very essential nowadays and this is very
helpful in marketing strategies. The Sky and Mercury NZ Limited will be used in this process for
determining the process of digital technology used in the business. SKY is a telecommunication
company and it includes a New Zealand pay television satellite provider. Mercury NZ Limited is
a New Zealand company works in the electricity generation and electricity retailing organization.
SKY Company is a television satellite provider based on New Zealand and it includes the
wholesale business. The company provide a wholesale channel to the television provider
Vodafone. This company uses the digital aspects of marketing to make the business more
valuable and to achieve more targets in the business. The Mercury NZ limited is an organization
that gives the proper electricity to the consumers and help in generating electricity as per the
requirements. The company owns many stations that generate hydroelectricity and the electricity
of the specific company is renewable. The company uses the digital marketing activities
nowadays in the New Zealand market, achieves more profitability in the market, and get a higher
position in the electricity generation market.

Marketing 3
Applying new technology and media to maintain marketing
The marketing is a very wide concept of business and it overall increases the profitability of the
business. The technology plays a vital role in business marketing and it helps in achieving
several objectives of the business. The SKY New Zealand Company is a television satellite
company works to provide the satellite all over the world. This wholesale channel provides the
satellite to the New Zealand channels (Kumar, 2015.) This company uses digital technology to
implement the technology in the business so that customers attracts to the organization and
increase the productivity and profitability in the business market. In every area of business,
technology plays an important role but mainly technology affects the marketing strategies that
are used to increase the customers in the organization. Like in marketing, the technology is used
to make a marketing plan because to make a marketing plan the software issued and it is a part of
technology itself (Jayaram, et.al., 2015). The software can make the management plan and the
business can edit, update and share the marketing plan any time.
The promotion of business is also affected and increase by using digital technology because, in
the promotion of the business, the technology is very essential. The promotion of business uses
social media sites like Facebook, Twitter, youtube because nowadays people use these sites very
much and they affected by seeing the business advertisement on their sites (Carlson and Lee,
2015). The organization needs to start a blog related to consumers and businesses. The other
organization Mercury New Zealand Limited is an electricity generation company located in New
Zealand who uses technology to improve the business process and marketing in the business.
The digital technology is highly affected by the business of the organization and increases the
consumers by attracting them towards the services given by the NZ provider. Several financial
systems are also becoming proper by using digital technology in the business as several financial
problems can be easily solved and make the profits better (Alford and Page, 2015). The more
income can be generated by the digital technology used in organizations like SKY and Mercury
NZ Limited.

Marketing 4
Application of technology in marketing strategies
In the process of marketing, the main technology that is artificial intelligence helps several
companies to increase more and more consumers and improve the overall process of the business
as early as possible. Artificial intelligence is very useful in the overall business strategies and
companies get a better experience by their users and it makes the other process better. The
technology is very essential in the marketing process and all of the processes are related to
technology only (Jarvinen and Karjaluoto, 2015). Due to the increase of the software companies
the company's rate of adoption, technology becomes low. Technology has completely changed
the process of marketing products in the business. Sky and Mercury NZ works in providing
satellite and providing electricity generation to the consumers. Several applications are used in
the marketing of the organization, improve the overall process of the business, and improve the
profitability of the business. SKY organization uses several application of technology in their
business as if they used the social media marketing to promote the services because the people
commonly use social media in their daily life so they get attracted towards the advertisement
shown on these sites (Mogos. 2015). The social media promoting is the best way of promoting
the products.
Nowadays, the website becomes the basic need of the business to marketing the products and
services in the business market. The SKY and Mercury NZ both are different companies, they
adopt the same technologies to market their services, and websites are the best process to market
their services towards the consumers. The other technology used in the marketing strategies is e-
mail marketing which is affordable as per the business companies and it is the best way to
improve marketing in the market. The business that uses e-mail marketing has a large base of
customers and it announced several new offerings in the business. SKY uses e-mail marketing in
marketing their services and improves their profits in the market of providing satellite (Baptista
and Oliveira, 2015). Mercury NZ uses the different application of marketing technology that is
social media marketing, which is also very attractive towards the consumers. Social media create
several opportunities for the business and it includes several processes that are related to the
marketing strategies. The social media maintains the interaction with the customers. This process

Marketing 5
can encourage interaction with the customers and help them to share information about the
products with other people.
Impact of technology on consumer behavior
By using technology, the company faces many challenges in the business market because several
technological changes can occur in the organization. These changes can greatly affect consumer
behavior. Consumer behavior can be changed due to the various aspects as technological
advancements are greatly affecting consumer behavior. In the organization Sky, the consumers
are increased and indulged more in the business due to the use of technology in providing the
satellite to the channels (Javornik, 2016). This service is must need proper technology for their
work so that the customers of the organization more attract to their services and adopt them. This
behavior of consumers increases the productivity and profitability of the customers. Most
organizations face many challenges in fulfilling the expectations of customers so they need to
use digital technology in their process of business to attract the consumer towards the
organization (Ayeh, 2015). As per the more use of digital technology, the behavior of the
consumer is more influenced due to the use of smartphones and tablets. Nowadays, the customer
needs a more relevant and quick response from any business. To maintain the needs of the
customers, all the organizations need to face several challenges. The SKY and Mercury NZ
Limited consumers give a great impact on the profitability of the company and to help the
company in achieving more profits and productivity. The consumer behaviour is most essential
part of the organization and it increases the effectiveness of the business in overall process. The
challenges of the organization can be reduced by the better behaviour of consumers. The two
organizations give a great impact on the consumer behaviour and this can increase the value of
the consumer behaviour. The consumer behaviour includes the marketing strategy to make the
organizations effective and attract the target audience to achieve the profitability. The promotion
of the products can be effective as per the behaviour of consumers. The behaviour of consumers
is very important in the overall process of the organization and it increases the process of the
business and achieves profitability in the market. The digital market is very essential in getting
positive behaviour of consumers and gets more profitability in the market. All of this process of
SKY and Mercury New Zealand Limited is based on the consumer behaviour.

Marketing 6
The main impact on the consumers due to the use of technology are described below-
 The needs of customers get changed
The requirements of the customer are changed by using the digital technological aspects
in the business process. As they know about the several technological aspects, so their
demands regarding the products and services are changed (Karimi, et.al., 2015). As the
demands of the consumers related to Sky and Mercury NZ gets
 The customers get properly connected
By using, digital technology is connected with each other and they easily communicate
with each other while living at different distances. Sky consumers and Mercury NZ
consumers are very different from each other then also they are connected among the
organizational consumers and improve the overall business process.
 The New Correspondence channels can be made
The several channels need to be made to do several changes in the technology and new
correspondence channels can be made to use the technological aspects in the process.

Marketing 7
Conclusion
This report has been discussed about the digital marketing aspects used in the organizations. Sky
and Mercury NZ Limited organizations have been used in this report to discuss various aspects
of technology. The report has been discussed about the impact of technology on the marketing
strategies of the business and the description of marketing strategies by using the technology in
the business. The business aspects become easier by using technology in the organization. The
technology is very important in today's world and it increases the productivity and profitability
of the business. This report has been discussed the impact of technology on consumer behavior.

Marketing 8
References
Alford, P., & Page, S. J. (2015). Marketing technology for adoption by small businesses. The
Service Industries Journal, 35(11-12), 655-669.
Ayeh, J. K. (2015). Travelers' acceptance of consumer-generated media: An integrated model of
technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-
180.
Baptista, G., & Oliveira, T. (2015). Understanding mobile banking: The unified theory of
acceptance and use of technology combined with cultural moderators. Computers in Human
Behavior, 50, 418-430.
Carlson, A., & Lee, C. C. (2015). Followership and social media marketing. Academy of
Marketing Studies Journal, 19(1), 80.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media
characteristics on consumer behavior. Journal of Retailing and Consumer Services, 30, 252-261.
Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns, and mobile
applications. Journal of Economics, Finance and Administrative Science, 20(39), 118-132.
Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and
decision-making style on the online purchase decision-making process: A typology of consumer
shopping behavior. Decision Support Systems, 77, 137-147.
Kumar, V. (2015). Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing, 79(1), 1-9.
Mogos, R. I. (2015). Digital Marketing for Identifying Customers’ Preferences–A Solution for
SMEs in Obtaining Competitive Advantages. International Journal of Economic Practices and
Theories, 5(3), 240-247.