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This is due to digital marketing being able to reach vast numbers of potential consumers at one time. Another advantage of digital marketing is that consumers are exposed to the brand and the product that is being advertised directly. To clarify the advertisement is easy to access as well it can be accessed any time any place. However, with digital marketing there are some setbacks to this type of strategy. One major setback that is identified, is that Digital marketing is highly dependent on the internet.

This can be considered as a setback because the internet may not be accessible in certain areas or consumers may have poor internet connection. As well as digital marketing being highly dependent on the Internet is that it is subject to a lot of clutter, so it marketers may find it hard to make their advertisements stand out, as well as get consumers to start conversations about an organisations brand image or products.

As digital marketing continues to grow and develop, brands take great advantage of using technology and the Internet as a successful way to communicate with its clients and allows them to increase the reach of who they can interact with and how they go about doing so,. It is important for marketers to take into consideration both advantages and disadvantages of digital marketing when considering their marketing strategy and business goals. An advantage of digital marketing is that the reach is so large that there are no limitations on the geographical reach it can have.

This allows companies to become international and expand their customer reach to other countries other than the country it is based or originates from. As mentioned earlier, technology and the internet allows for 24 hours a day, 7 days a week service for customers as well as enabling them to shop online at any hour of that day or night, not just when the shops are over and across the whole world. This is a huge advantage for retailers to use it and direct customers from the store to its online store.

It has also opened up an opportunity for companies to only be online based rather than having an outlet or store due to the popularity and capabilities of digital marketing. Another advantage is that digital marketing is easy to be measured allowing businesses to know the reach that their marketing is making, whether the digital marketing is working or not and the amount of activity and conversation that is involved.

With brands using the Internet space to reach their target customers; digital marketing has become a beneficial career option as well.

7 Key Marketing Strategies for Technology Companies

At present, companies are more into hiring individuals familiar in implementing digital marketing strategies and this has led the stream to become a preferred choice amongst individuals inspiring institutes to come up and offer professional courses in Digital Marketing. A disadvantage of digital advertising is the large amount of competing goods and services that are also using the same digital marketing strategies.

For example, when someone searches for a specific product from a specific company online, if a similar company uses targeted advertising online then they can appear on the customer's home page, allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a quicker way of finding what they want online. Some companies can be portrayed by customers negatively as some consumers lack trust online due to the amount of advertising that appears on websites and social media that can be considered frauds.

This can affect their image and reputation and make them out to look like a dishonest brand. Another disadvantage is that even an individual or small group of people can harm image of an established brand.

Marketing Strategy

For instance Dopplegnager is a term that is used to disapprove an image about a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel double and Ganger walker , thus it means double walker or as in English it is said alter ego. Generally brand creates images for itself to emotionally appeal to their customers.

However some would disagree with this image and make alterations to this image and present in funny or cynical way, hence distorting the brand image, hence creating a Doppelganger image, blog or content Rindfleisch, Two other practical limitations can be seen in the case of digital marketing.

One,digital marketing is useful for specific categories of products,meaning only consumer goods can be propagated through digital channels. Industrial goods and pharmaceutical products can not be marketed through digital channels. And hence the reflection of digital marketing into real sales volume is skeptical. Although the ultimate criteria to evaluate any business initiative should be its return on investment or any other financial metrics in general, the evaluation criteria and metrics for the digital marketing campaigns can be discussed in more details.

The criteria and metrics can be classified according to its type and time span. Regarding the type, we can either evaluate these campaigns "Quantitatively" or "Qualitatively". While qualitative metrics may include the enhanced "Brand awareness, image and health" as well as the "relationship with the customers". Shifting the focus to the time span, we may need to measure some "Interim Metrics", which give us some insight during the journey itself, as well as we need to measure some "Final Metrics" at the end of the journey to inform use if the overall initiative was successful or not.

The correlation between these categories should exist. Otherwise, a disappointing results may happen at the end in — spite of the illusion of success perceived early during the project.

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Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider digital marketing system. The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.

It is pertinent that the analytics used for the KPIs be customised to the type, objectives, mission and vision of the company. Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach. This means they have competitive advantage because they are able to analyse their co-marketers influence and brand associations.

To cease opportunity, the firm should summarize their current customers' personas and purchase journey from this they are able to deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy i. By summarizing the purchase journey, they can also recognise gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit.

To create a planned digital strategy, the company must review their digital proposition what you are offering to consumers and communicate it using digital customer targeting techniques. So, they must define online value proposition OVP , this means the company must express clearly what they are offering customers online e.

The company should also re select target market segments and personas and define digital targeting approaches. After doing this effectively, it is important to review the marketing mix for online options. The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company. After confirming the digital marketing plan, a scheduled format of digital communications e.

Gantt Chart should be encoded throughout the internal operations of the company. This ensures that all platforms used fall in line and complement each other for the succeeding stages of digital marketing strategy. One way marketers can reach out to consumers, and understand their thought process is through what is called an empathy map. An empathy map is a four step process. The first step is through asking questions that the consumer would be thinking in their demographic.

The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The final step is to imagine what the consumer will try to do based on the other three steps.

Outline Your Goals

This map is so marketing teams can put themselves in their target demographics shoes. They show the habits that people have online for each website. This uses the information gathered from other analytics, and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the peoples trends. The "sharing economy" refers to an economic pattern that aims to obtain a resource that is not fully utilized. Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain.

Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy. From Wikipedia, the free encyclopedia. This article is written like a personal reflection, personal essay, or argumentative essay that states a Wikipedia editor's personal feelings or presents an original argument about a topic.

Please help improve it by rewriting it in an encyclopedic style. August Learn how and when to remove this template message. This section needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. Financial Times. Archived from the original on 29 November Retrieved 22 August Journal of Marketing Channels. Journal of Small Business and Enterprise Development. Retrieved 10 January Retrieved 25 March Nielsen Global.

Retrieved March 25, Retrieved 9 March Journal of Consumer Marketing. The Guardian. Retrieved 14 March European Journal of Marketing. Retrieved Retrieved 17 October Retrieved 6 March Google Inc. Retrieved 9 February International Chamber of Commerce. Retrieved 12 September Retrieved 24 March The International Journal of Organizational Innovation.


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Adolescents' presentation of food in social media: An explorative study. Nielsen Insights Media and Entertainment. Journal of Marketing.

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Journal of Digital Asset Management. The influence of social media interactions on consumer—brand relationships: A three-country study of brand perceptions and marketing behaviors.