Data analytics is the collection and analysis of customer data, including their needs, tastes, and desires to improve marketing strategy. It is a fundamental part of a digital marketing strategy and has numerous advantages. First, analyzing past and current trends gives sellers a better understanding of the target market (McGaw, 2020). For instance, demographic data shows potential buyers’ ages and interests. This makes marketing more efficient since they will know which products to advertise to whom. Data analytics also facilitates personalized marketing as a substitute for generic methods such as sending bulk texts. Consumers have increasingly grown averse to spam advertising and it is, therefore, essential for promoters to know how to sell without irritating their prospective clients (Young Entrepreneur Council, 2019). Additionally, data analytics can give sellers insights into future customer behaviors and enable them anticipate their purchases. They can then develop products that are suitable for that group and secure a ready market even before developing it (Knippel, n.d.). Besides personalized marketing, predicting market trends, and building customer relations, digital marketing increases business profitability and creates brand loyalty.
Effective digital marketing also entails monitoring and measuring performance. Through data analytics tools, salespersons can assess their progress, determine their operation efficiency, and know which areas require more effort. Feedback is essential in marketing because it shows sellers the effectiveness of their chosen strategies (Martin, 2019). Positive responses act as a motivating factor for them, while negative ones provide an opportunity for improvement. Additionally, data analytics shows whether a company achieved its key performance indicators (KPIs). Examples of KPIs include sales growth, website visits, social media reach and engagement, and blog post visits (Klipfolio, n.d.). In summary, by using data analytics tools, marketers can evaluate their products’ performance and impact on the market.
References
Klipfolio. (n.d.). Digital marketing metrics and KPIs. Web.
Knippel, E. (n.d.). What is data-driven marketing? How to use smart data to deliver a higher marketing ROI. Adverity. Web.
Martin, N. (2019). Why utilizing data in your digital marketing strategy is so essential. Forbes. Web.
McGaw, D. (2020). The importance of analytics in digital marketing. UTM. Web.
Young Entrepreneur Council (2019). Eight reasons why customers don’t open your emails (and how you can fix it). Forbes. Web.
Marketing has always been affected by the changing technology. Due to the rapid nature of change in the digital age, marketers are always tasked with ensuring that they tap into the events that affect their target audience. This is one of the reasons why many brands used the #BlackLivesMatter social and digital campaign to get ahead within their spaces. It is prudent to note that just because marketers used the campaign to gain new clients, does not mean that they did not care about the issue of racial injustice. This essay looks into how the #BlackLivesMatter campaign affected brand marketing in America.
What is #BlackLivesMatter
The term “Black Lives Matter” digitally referred to as #BlackLivesMatter refers to a social and political movement that started in 2013. The movement aims at creating awareness and protesting against police brutality against the African American community (Hillstrom, 2018). The movement received global support both physically and digitally. There are numerous celebrities, governments and citizens that protested digitally the same. It is critical to note that whereas the movement began in 2013, it was appreciated globally in 2020 (Thomas, et al., 2020). Interestingly, the movement is considered one of the largest in the history of the US and this is partly due to the digital reach that it had.
Critically, there are numerous activities that were done in relation to the Black Lives Matter movement. For example, sportsmen in England take a knee before their games in honor of the movement. In this part of the world, the movement rebranded to “no room for racism”, which is in line with the racial injustices colored people face in England. It is also important to note that there were several criticisms against the movement. Moorman (2020) notes that a significant percentage of the Caucasian population felt that it was wrong to state that “black lives matter” when in fact, “all lives matter”. This premise led to a widespread debate that enhanced a different social and digital movement “cancel culture”. The impact and reach of the movement also drew in different local and global brands that also made a stand on the same. Critically, several companies used the movement to enhance their digital marketing and branding. Interesting, companies that tried to avoid the discussion on the same were “canceled” by a significant number of the American population.
Brand Activism During Black Lives Matter
It is arguable that the Black Lives Matter movement created several debates due to the fact that it means different things to individual people and even communities. It can be argued that the movement had several voices contributing to it as opposed to one voice, which is the norm for a majority of social and digital activism activities (Acar and Ulu˘g, 2016). One of the key lessons that were learned during the peak of the movement is the importance of diffusing the power of activism for a wider reach. This approach was in fact, adopted by several companies as part of their brand activism. As stated, and due to the diffused or decentralized nature of the campaign, different organizations or institutions unpacked the movement to their own advantage. For instance, taking the knee in sports was seen as part of the movement. Still on brand activism, as mentioned earlier, English football teams branded themselves with “no room for racism”, which is still ongoing.
Interestingly, the impact of Black Lives Matter, in relation to brand activation, affected companies in both negative and positive ways. For instance, Nike had promoted Colin Kaepernick, a sportsman who started the action of taking a knee in protest of racial bias in America, long before George Floyd’s death in 2020 (Boren 2018). However, as the movement became digital and global, Nike and Colin found themselves used as reference. It can be argued that this was good brand activation for both Nike and Colin. On the other hand, days after the movement began, confidential material from Red Bull was released online that showed extreme racial bias in the hiring and firing of staff. In order to save the brand, the company openly made organizational changes.
How #BlackLivesMatter Influenced Brand Marketing
There are several ways in which Black Lives Matter Influenced Brand Marketing. First, several companies started to review their logos and even marketing messages (Ritson, 2020). For instance, Colgate started to review its brand “Darlie” which was referred to as “Darkie” (Vredenburg et al., 2020). The brand message passed was that it was toothpaste for black people, which is a form of racism by the brand. This is so due to the fact that there should be no difference between toothpaste for people of different races. During the movement, the company started that they will change the name, logo and even packaging of the brand. This is especially interesting due to the fact that the toothpaste is only sold in Asia, and it is one of the company’s bestselling brands in the region.
Other companies that also had to rethink their branding and messaging after the movement include Pepsi and Mars. Critically, there are numerous ways in which these companies further enhanced the movement. For instance, by changing their brand marketing, these companies proved to their clients and the world at large that they are willing to promote unity and social cohesion. Their actions not only stated that they were wrong (racial branding) but that they were also willing to change for the better of the community. It can be argued that #BlackLivesMatter influenced brand marketing for generations to come. The brands that did not put out statements have since received backlash and their public image was destroyed. The messaging that revolved around the movement also hurt the bottom line of some companies. For instance, companies that sell skin whitening creams were among the affected (Nielsen, 2020). This is due to the fact that one of the key messages spread during the campaign was love for one’s self.
Brand and Marketing Trends After #BlackLivesMatter
One of the key branding and marketing trends that occurred after the movement began was calling out social injustices around the world. Brands were able to tie these injustices to their advertising. Further, companies put out statements in all types of media. Some used traditional media while many preferred to respond via social media. Cornwell et al. (2018) note that more brands preferred digital responses due to the reach this had. Indeed, with more people within America, and across the globe, we’re able to engage better and more closely with the brands that responded to the movement online. Duane and Domegan (2019) explain that despite the pressure to respond to the movement, many companies also failed in their participation. For example, several brands received backlash for participating in the #BlackOutTuesday campaign, which was tied to the movement. The backlash was due to the fact that the campaign had started as #TheShowMustBePaused but was morphed by brands in order to further their agenda.
A second marketing trend that has been witnessed since the #BlackLivesMatter movement is branded using the black American community to push their agenda. More promotional materials have started to feature colored people. Additionally, more companies have begun to sponsor people of color for training and similar ventures (Hoppner and Vadakkepatt, 2019). It is arguable that all this is happening in order for the affected brands to be more in tune with the concerns of the public/market. It should be noted that although the year 2020 was the peak of the movement, #BlackLivesMatter is still an ongoing campaign that seeks to ensure racial equality. Therefore, despite the fact that brands have used the campaign as a marketing tool, marketers have to respect the importance of the movement.
How #BlackLivesMatter Affected Digital Marketing Practices
One can debate that the #BlackLivesMatter affected digital marketing practices due to its impact on brand safety. de Oca, Mason, and Ahn (2020) note that there are several brands that blocked their adverts from showing online on pages that had content regarding the movement. There are two factors that have to be unpacked from this premise. The first is that there are brands that do not want to be associated with the movement. These brands believe that they are not best placed to speak or respond to the campaign. Secondly, the premise suggests that there are tools that protect such brands and this is where “brand safety” comes in. It is imperative to note that the stated #cancelculture grew tremendously during the #BlackLivesMatter campaigns. Therefore, brands had to be careful of all the messages they sent out in order to avoid being canceled. Further, as Wang (2020) notes, there are some brands that blocked keywords such as “George Floyd” and “black”. The debate on whether this is ethical or not is complicated due to the issue of brand safety.
It is critical to also note that the #BlackLivesMatter campaign affected how brands shaped their messages online. Barton et al. (2018) note that companies had to have strict tone considerations in order to remain on the good side of the campaign. An example can be given to expound further on the notion. As part of supporting the movement, Vogue released a series of images of people of color. Indeed, to the layman, this move appears thoughtful especially due to the type of stories that accompanied the same images. However, the magazine received a lot of black lash due to the fact that the public felt the images were not well captured. In fact, this started a new conversation on racial injustices and bias in photography. It was established that photographers rarely understand how to take images of people of color (Mahin and Ekstrand, 2021). This affected the brand, which despite their need to participate in the discussion, was also viewed as part of the racial problem.
Critically, the movement also affected how marketers responded to sensitive topics online. Indeed, the companies that put out statements responding to the call for racial justice also had to look within their systems to ensure they were not racially biased themselves (Nielsen, 2020). The fact that the public was angered by the unnecessary police brutality against black people also encouraged different people to give reviews on some of the brands they had interacted with. This also included some of the places the affected had worked. It is due to this push that brands such as Red Bull had to re-issue statements based on their internal findings of racial bias. The company agreed to change its systems in order to create a suitable working environment for all races.
It can be argued that there is an increasing role of technology in contemporary marketing. Indeed, whether this is due to the fact that brands can block keywords and websites they don’t want to be associated with to avoid showing their adverts on these pages, or the fact that social media has now become the number one channel of communication for most brands is irrelevant.
Conclusion
In conclusion, one can argue that the #BlackLivesMatter movement affected brands in both positive and negative ways. Brands that condemned police brutality were able to attract new clients and reach out to newer markets. However, there are brands that tried and fell short. This can be attributed to poor messaging and also systemic racial bias within the companies. One way in which the movement affected brands online is through brand safety. Companies that did not want the pressure that came with supporting the movement and those that did not want to be associated with the campaign were protected by brand safety consequences. Secondly, it is important to note that brands were also affected by constant backlash on their contribution to racial injustice. Some brands had to re-brand and even re-package in order to stop the backlash.
Reference List
Acar, Y. and Ulu˘g, O. M. (2016) ‘Examining prejudice reduction through solidarity and togetherness experiences among Gezi Park activists in Turkey,’ Journal of Social and Political Psychology, 4(1), pp. 166–179.
Thomas, K. D., et al. (2020) ‘Repetition or reckoning: confronting racism and racial dynamics in 2020,’ Journal of Marketing Management, 36(13/14), pp. 1153-1168.
Barton, R. et al. (2018) ‘To affinity and beyond: from me to us, the rise of the purpose-led brand,’ Accenture Strategy, 2(1), pp. 2-21.
Boren, C. (2018) ‘Nike’s Colin Kaepernick ad campaign gets more yeas than nays from young people,’ The Washington Post, Web.
Cornwell, T. B., et al. (2018) ‘The company you keep: how an organization’s horizontal partnerships affect employee organizational identification,’ Academy of Management Review, 43(4), pp. 772–91.
Duane, S. and Domegan, C. (2019) ‘Social marketing partnerships: evolution, scope and substance,’ Marketing Theory, 19(2), pp. 169–93.
Hoppner, J. J. and Vadakkepatt, G. G. (2019) ‘Examining moral authority in the marketplace: a conceptualization and framework,” Journal of Business Research, 95, pp. 417–27.
Moorman, C. (2020), ‘Commentary: brand activism in a political world,”, Journal of Public Policy and Marketing, 39(4), pp. 388–92.
Ritson, M. (2020) ‘If ‘Black Lives Matter’ to brands, where are your blackboard members?’ Marketing Week, 7(2), pp. 12-15.
Vredenburg J., et al. (2020) ‘Brands taking a stand: authentic brand activism or woke washing?’ Journal of Public Policy & Marketing, 39(4), pp. 444-460.
de Oca J. M., Mason S. and Ahn, S. (2020) ‘Consuming for the greater good: “woke” commercials in sports media,’ Communication & Sport, 2020, pp. 6-18.
Mahin S. L. and Ekstrand, V. S. (2021) ‘Old law, new tech, and citizen-created hashtags: #BlackLivesMatter and the case for provisional hashtag marks,’ Journalism & Mass Communication Quarterly, 98(1), pp. 13-36.
Wang, F. (2020) ‘Digital marketing capabilities in international firms: a relational perspective,’ International Marketing Review, 37(3), pp. 559-577.
Nielsen, C. (2020) Journalism’s troubled past and technology’s promising future. Cham: Palgrave Macmillan.
Hillstrom, C. L. (2018) Black lives matter: from a moment to a movement. New York, NY: ABC-CLIO, LLC,
In every organization, marketing plays a significant role in determining performance. This is more so in the contemporary world where the market has become highly competitive. Therefore, it is advisable for organizations to take actions that can help in maximizing their sales.
One of the ways through which an organisation can maximize its sales is through reaching its market segments effectively. There are two main media through which an organization can reach its market segment. These include “space” (digital) and a “place” (physical) presence.
In the contemporary world, technology level has improved significantly. Through technology, an individual can be able to visit an organization from any place despite of the physical differences. For instance, one can visit an organization while still at home without having to travel long distances.
In order to be able to increase its market share, it is important for every organization to apply the necessary measures in order to reach a large number of customers from all over the world. Technological advancement has played a significant role in helping organizations to achieve this.
For instance, an organization from China can now efficiently reach customers from the United States. Many companies can now be able to reach those customers who cannot be customer loyalty (Gao 2005). It is also important for an organization to reach its customers physically. In other words, it is important for an organization to enhance both space and place presence in order to realize best results. It is thus necessary to help all the customers to move effortlessly from one medium to another to maximize their utility.
In the contemporary world, consumers are able to buy products by visiting an organization physically or while just from their homes. Some customers prefer using the internet to purchase the goods they need. However, there is another fraction of customers who prefer walking physically to the organization to make a purchase. In some cases, consumers may not be comfortable with using the internet.
For instance, they may have the misconception that it is not a safe medium to make purchases (Meyerson 2005). Therefore, an organization must be vigilant while applying both media. It is necessary to consider whether the customers are comfortable with a certain medium. This is the reason why it is necessary to facilitate the movement from one medium to another, effortlessly. This is despite the fact that the online system may prove more efficient to an organization.
Many companies have put efforts to encourage customers to visit their space (digital). However, it is advisable for organizations to emphasize on this method with the market segment that is confident and has embraced the use of technology.
An organization should also carry out measures necessary to cater for that group of customers that would prefer to visit an organization physically to make purchases. An organization should take such a segment into consideration and should therefore not just integrate them with the space segment to avoid any loss of loyalty. However, customers should be free to shift from either of the methods effortlessly.
A good example of a company that has established these two methods is Nintendo. The company is involved in the manufacturing and sale of entertainment products. The company integrates both digital and place media while interacting with customers. For instance, customers can order online or even visit the company’s stores physically which are located all over the market.
In conclusion, this discussion has clearly shown that both digital and place media for reaching customers are necessary in the marketing process. There are two groups of customers where we have those who prefer online transactions on one hand and those who like visiting an organization physically on the other hand. It is therefore necessary for an organization to recognize both segments in order to retain customer loyalty and therefore maximize their sales.
Reference List
Gao, Y. (2005). Web Systems Design and Online Consumer Behavior. U.S.A.: Idea Group Inc (IGI).
Meyerson, M. (2005). Success Secrets of the Online Marketing Superstars. U.S.A: Kaplan.
“The written word is all that stands between memory and oblivion. Without books as our anchors, we are cast adrift, neither teaching nor learning. They are windows on the past, mirrors on the present, and prisms reflecting all possible futures. Books are lighthouses, erected in the dark sea of time.” — Jeffrey Robbins.
An evaluation of the marketing techniques used for traditional print and digital publishing reveals that there are numerous techniques that are used to promote both print and digital publishing. This paper seeks to identify and critically evaluate these marketing techniques and identify their strengths and limitations.
Traditional Print Publishing
The success of a business venture is determined to a large extent by the marketing techniques employed to promote the particular product or service. Marketing describes the process of introducing consumers to a certain product or service. Marketing also involves advertisements and promotions aimed at persuading potential buyers to consider trying the service or products on offer.
Successful marketing initiatives have the effect of boosting sales, establishing the reputation of the company and increasing product recognition among the buying public.
An important tenet in marketing dictates that any successful business should be primarily focused on the customer as opposed to the product or service on offer; however, this is not to detract from the importance of quality (Bridgewater and Doyle, 1998).
This implies that for the success, in terms of sales, of a book, journal, magazine or any other form of print publishing, it is important to put in place, well articulated marketing initiatives.
Traditional print publishing refers to books, magazines, journals and all other texts that are printed in hard copy. This approach is referred to as traditional to distinguish it from the contemporary approach that involves online publications.
In the world today, the quantum advances that have been witnessed in the information and communication technology (I.C.T) sector all around the world has necessitated the shift from conventional hard copy publishing to online publishing. In recognition of this fact, stakeholders in the traditional print publishing industry have had to formulate innovative market techniques to counter the effects of mounting competition in the market.
To determine the most suitable marketing technique to use for traditional print publishing, it would be useful to consider the nature of the publication and the market demographic that is considered the target clientele of the print publication in question (Ranchhod et al, 2004).
To illustrate this fact, the marketing strategy that would be adopted for a magazine aimed at teenagers, for instance 17 magazines, would employ a different marketing strategy as compared to a magazine targeted at older women, for instance Cosmopolitan magazine.
Marketing Techniques for Traditional Print Publishing
In marketing traditional print publications, there are several techniques that are used. The suitability of a particular marketing technique is instrumental in determining its effectiveness. In essence, this means that a successful marketing technique is one that is suitable for the product that it is designed for.
To determine the most suitable marketing technique, it would be useful to examine some marketing techniques that are currently in use. A popular marketing technique that is in use currently is the media, an example f this is the use of television advertisements.
Television advertisements are important in marketing because they have the potential of reaching a large number of people based that a large segment of the population has regular access to a television. In addition, in the case of the use of television in marketing a regional publication, the advertisements can be restricted to regional television channels and in that way be limited to the target clientele.
Television advertisements also have the advantage of reaching the target audience at the point at which they are most attentive for instance in the middle of an interesting movie, at this point, the audience is likely to properly absorb the message.
Television advertisements are also considered a viable tool for marketing print publications because they are usually very interesting, the attention of the viewer is captured by both audio and visual messages that combine to make the message infinitely more credible and memorable (Trivers, 1996). In summation, television advertising is a powerful medium that if used appropriately, can serve as a useful marketing tool for print publications.
An alternative view proposes that television advertising is not suitable for marketing most print publications. This is because television advertising is quite expensive. Television air time, especially at prime time is quite costly, and this might prove to be a barrier for the adoption of the marketing technique by most print publications especially those that are at the start up stage.
Television advertisements are also complex and require a lot of time to create. Furthermore, most people do not like to watch television commercials, instead the commercial break is an opportunity for them to go to the bathroom, to get a snack or to change the channel altogether.
This implies that, potentially, the large amount of money and time spent on making an advertisement may all go to waste as the target clientele do not view it. (Swanson and Everett, 2000)
Marketing of print publications using television is not limited to advertisements and commercials. It also includes exposure of the print publication in various ways. Some famous authors have marketed their books by appearing on talk shows and other television programs.
Oprah Winfrey, the undisputed queen of talk shows has a segment in her program called Oprah’s book club. Being featured in Oprah’s book club translates to unprecedented interest and a boom in sales of the book in question. (Rooney, 2005).
For example, the book: ‘the secret’ by Rhonda Byrne became a cult classic after being featured in the show and is ranked as one of the bestselling books of all time. Marketing on television also extends to product placement. This is an unobtrusive marketing strategy that involves the positioning of a particular print publication prominently in context in movies, television shows or even news programs. (Ibid)
Media advertising for print publications is not limited to television. It also includes radio commercials. The use of the radio as a marketing medium has been on the decline in recent times. This is because a small percentage of people listen to the radio these days. The introduction of internet radio had the effect of increasing radio listenership to some extent.
Marketing for print publications over the radio is fairly inexpensive and has the potential of reaching a reasonable segment of the target clientele. (Lee and Johnson, 2005) The use of the media for marketing print publications also involves the use of newspapers, magazines and journals. This technique is considered to be quite effective because people who read these publications would probably constitute the demographic being targeted by the marketer.
In considering marketing techniques that are used for print publications, we cannot discount the impact of word-of-mouth advertising. Most people who read an interesting publication will not hesitate to recommend the publication to other people. Word-of-mouth advertising has the advantage of putting across the message relatively rapidly and with no expenses whatsoever (Harris, 2004).
Closely related to unwritten advertising are publicity tours. Usually authors may tour a particular region, country or even continent to promote their work by a series of book signings, public readings and discussions with the readers. These publicity tours are quite effective as a marketing tool.
In conclusion, there are countless marketing techniques used for the promotion of traditional print publishing. For a particular marketing technique to be effective, it is important to assess the suitability of the technique concerning the nature of the print published.
Digital Publishing
Digital publishing has been touted in recent years as the new frontier in the world of publishing. Digital publishing refers to the process of organizing audio, visual and written materials and presenting it as a cohesive whole. Digital publishing can be illustrated to be the electronic equivalent of conventional ink and paper publishing.
Digital publishing is considered as the wave of the future because it has several advantages over conventional print publishing. Digital publishing has cost benefits. In conventional print publishing there is the necessity to print the text and put in place mechanisms for the distribution of the publication.
This is costly compared to digital publishing that requires very little financial input. (Coser et al, 1982) Digital publication also has the advantage of being a quick and efficient process as compared to conventional print publications which are a time intensive process.
This implies that digital publications, unlike conventional print publications can deal with topical issues in real time, for example, breaking news stories. In the wake of the recent uprisings in the Arab states in Africa, the world was getting a blow by blow account of the events as they unfolded thanks to digital publishing.
In addition to this, digital publishing has the benefit of a large global audience; print publishing is restricted by geographical boundaries. Furthermore digital publishing is particularly beneficial to authors and writers who are not yet established in the market. These writers can pursue the option f self publishing which is a relatively inexpensive medium of getting the public to gain access to you work. (Bergsland, 2002)
Digital publishing is not without its drawbacks. An example of this is the issue of piracy. Digital publications are susceptible to piracy as they can be easily accessed by users without any compensation for the author. Digital publishing is also vulnerable to issues of plagiarism that is a serious problem in cyberspace. Another criticism that has been leveled against digital publication is that it is impersonal in nature.
Most people have a sentimental attachment to the written word, indeed, books are popular gift items. However, digital publications lack this essential quality leading people to opt for the paper and ink alternative.
In addition, people who read digital publications often quickly skim through the publications as opposed to reading the book in detail, in order to acquaint themselves with the message that the writer is trying to put across. Essentially, digital publications are ideal for quick references but are ill suited for reading for leisure and pleasure. (Thompson, 2005)
Marketing Techniques Used for Digital Publications
There are a number of marketing techniques used for the promotion of digital publications. An emerging trend in recent times is the use of social networking sites as a marketing technique for digital publications. (Cole, 2003) Recent statistics indicate that Facebook, the social networking site has more than half a billion active users at the moment.
The number of users on twitter, my space, hi-5 and other social networking sites are just as significant. These statistics imply that there is a large online community that is potentially receptive to marketing initiatives that deal with digital publications.
Word-of-mouth is not a marketing technique that is limited to print publications; it is also applied to digital publications. However, word-of-mouth in reference to digital publications is associated with disseminating information about a digital publication by use of digital means of communication.
This is done through such means as e-mails and blogs. The effect of word-of-mouth online marketing techniques is that it generates a buzz, an interest, as it were, in the digital publication which is a hallmark of an effective marketing initiative.
Marketing techniques for digital publications also include the use of advertising on websites. This technique involves posting an advert for the digital publication on a website that is associated or related to the subject matter of the digital publication in question. To illustrate this fact, a digital publication that is about travel destinations may be posted on a website for a travel agency.
Moreover, the marketing techniques for digital publications may include the highly controversial use of e-mail advertising. (Altstiel and Grow2006) This technique involves sending out e-mails about your digital publications to various people. However, it is important to note that this technique is considered an invasion of privacy as evidenced by the fact that the e-mails are unsolicited.
In conclusion, it is evident that, digital publishing is the future of publishing. In recognition of this fact, it is imperative that even more marketing techniques are innovated to promote digital publications.
References
Altstiel, Tom and Grow, Jean. (2006) Advertising strategy: creative tactics from the outside/in. California: Sage Publications Inc.
Bergsland, D. (2002) Introduction to digital publishing, Volume 1. USA: Cengage Learning Inc.
Bridgewater, S and Doyle, P. (1998) Innovation in marketing. Oxford. Butterworth- Heinemann Inc.
Cole, D. (2003) The Complete Guide to Book Marketing. NY: Allworth Press
Coser, L. A and Kadushin, C and Powell, W. W. (1982) Books; The Culture and Commerce of Publishing. New York: Basic Books Inc Publishers.
Harris, G. (2004) The hottest ideas in word of mouth advertising: what works, what doesn’t. L. A: The Americas Group
Lee, M and Johnson, C. (2005) Principles of advertising; a global perspective. NY. The Haworth Press Inc
Ranchhod, A and Gauzente, C and Tinson, J. (2004) Marketing strategies: a twenty-first century approach. USA: Prentice Hall Inc.
Rooney, K. (2005) Reading with Oprah: the book club that changed America. USA: University of Arkansas Press.
Swanson, K and Everett, Judith, C. (2000) Promotion in the merchandising environment. NY: Fairchild Publications.
Thompson, J. B. (2005) Books in the digital age: the transformation of academic and higher. UK: Polity Press.
Trivers, J. (1996) One stop marketing. USA. John Wiley & Sons Inc.
Presently, most business organizations apply high level of technology in their operations. Evidently, these increasing transformations cause high level of competition in the global marketplace (Klososky 2012). Digital marketing strategies are increasingly applicable. The basic aim is to remain relevant and competitive within the global scenario.
Recent digital marketing technologies include the application of social networking sites. These include Facebook and Twitter. Digital marketing has potential opportunities for innovative organizations. Conversely, there are also negative implications and challenges associated (Hermeking 2005, p. 195).
Due to these observations, most organizations presently seek to comprehend the dynamics pertinent to these technological applications. Moreover, there is an urgent need for marketing personalities to note these flexibilities. The intention of this discussion is to highlight the insights of three notable writers concerning the basic opportunities and challenges associated with digital marketing.
It also elucidates on the mechanisms applicable in organizations seeking to integrate digital marketing. Apart from this, there is a discussion on how two chosen organizations practice digital marketing. Lastly, there is a comparison and contrast of the digital marketing approaches evident within these two organizations.
There are diverse opportunities and challenges of digital marketing. These relate to most business organizations. According to Barnes and Pressey (2012, p. 165), “enterprise marketing management,” (EMM) is an online marketing strategy with a great capacity. It provides a strategic and innovative opportunity for most marketers.
This is notable within a global perspective. Notably, not much of its applications exist within the present marketing world. However, there is an identification of a potential challenge. Observably, marketers deal with diverse and numerous brands, markets and merchandise.
There are also complex marketing tools, languages and legal requirements that need stringent compliance. Barnes and Pressey (2012, p. 173) indicate that these diverse elements present with unique challenges. For instance, there is a poor application of digital resources within most campaigns.
Heinonen (2011, p. 358) indicates that business corporations have the potential to reach wider market coverage. However, this is through proper application of digital marketing. This is because such corporations are able to use social networks including Facebook and Twitter to reach particular clientele.
Products launching and promotion easily occurs online. This enables an expansion in the market extent. Apart from this, it also leads to the establishment of a powerful product brand. Indicatively, organizations lack the appropriate competency to maintain the sustainability of their digital advertisements (Heinonen, 2011, p. 360).
Therefore, most digital product promotions do not create a lasting impact. Principally, this is because of the high level of flexibility within the digital media. Most media mechanisms become redundant and vague within shot periods.
External marketers draw important benefits from digital marketing processes. Through this technology, they enjoy the benefits of a considerably insular marketplace. Indicatively, digital marketing tools provide a basic platform where there are limited customary barriers associated with entry and marketing (Richey, Adams & Dalela 2012, p. 36).
The potential lowering of these barriers through technology is vital in several ways. For instance, the digital marketers are able to advertise their products through different media channels. Consequently, this leads to a high percentage of clientele capture. The high quantities of data available within the digital media pose a potential challenge.
The unprecedented data may lead to a state of confusion. Particularly, this is observable in terms of choosing of the most applicable marketing data. Therefore, organizations may remarkably be overwhelmed (Richey, Adams & Dalela 2012, p. 46). The confusing condition may lead to a considerable loss of insight. This remains detrimental for effective business performance.
Organizations must adopt effective implementation plans for digital media marketing tools. This initiative is vital in enhancing performance and increasing their efficiency. The basic initial step is for these organizations to conduct a proper market research (Calantone & Rubera 2012, p. 147). This undertaking provides a critical insight into the most appropriate media for adoption.
In addition, there must be an identification of the applicable marketing mix strategy. It is mandatory to evaluate the content of a particular social media communication or message. This is important in diverse ways. For instance, organizations may use it to assess whether the target market frequents the specific digital media channel.
An evaluative procedure remains applicable in the selection of the alternative media tools for the marketing process. It is also necessary to conduct a competitive analysis. This is required within both the external and the internal environment. Specifically, the process helps to identify the most appropriate strategy for any particular organization.
The business organizations must realize the significance of assessing the optimization levels. This applies to particular media channels and sources. All marketing efforts must be able to meet the customer’s objectives. A proper operations management and evaluation strategy remains appropriate. The importance of these initiatives is eminent in ensuring sustainability.
Generally, it is appropriate due to the high level of flexibility notable within technological developments and applications. Other vital issues that require adequate attention include the resource considerations. These might include the right personnel and financial resources. Generally, business organizations must consider many factors in implementing digital marketing.
Google and Apple are examples of corporations that presently practice digital marketing. The acquisition of Quattro Wireless by Apple is indicative of the corporation’s objective to implement more strategic digital marketing approaches. Unlike Apple, Google predominates within the digital marketing arena (Google 2012). The two corporations have different specializations. Apart from specialization in hardware sale, Apple presently seeks to initiate basic activities into the field of digital marketing.
This is unlike Google that has long been existent in this field. Apple is currently largely associated with the iPhone. Conversely, Google is associated with the Nexus. Notably, all the two corporations market and sell these products through their websites. It is evident that these two corporations are potential competitors. Particularly, this relates to their digital marketing operations (Kim, N & Atuahene-Gima, K 2010, p. 535).
It is vital to indicate that Apple presently applies digital media to venture into the monetization platform. However, Google extensively applied the monetization of its content during the initial phase. This case is unlike Apple Corporation that first majored on its hardware marketing through the digital media (Apple 2012).
Both corporations appreciate the urgent need to assume an obligation for diverse revenue streams. Especially, this relates to the content or message passed through their diverse digital platforms. In such initiatives, the consumers of their products increasingly pay through marketing. Apple’s iPhone launch provides adequate opportunity for the growth and development of most digital marketing organizations. Accordingly, this is also applicable for Google Corporation.
There are notable similarities and differences in the implementation of digital marketing strategies in these two firms. Presently, Apple indicates a positive gesture though integration of the services of an external digital marketing firm. On the other hand, Google for a long time conducts its digital marketing solely. Both business organizations present and advertise their phones through their various websites.
The powerful competition has several benefits for the entire industry. Indeed, most scholars also potentiate this noble observation (Kariithi 2011, p. 150). The digital marketing competition is important for the development of other mobile industries. It is notable that both the two organizations utilize the various forms of media channels.
The application of social networking is pertinent to both of the organizations. Observably, Apple uses the celebrity method to advertise its products in the media. The application of the search engine is mostly associated with the Google Corporation. The corporations are searching for how to make revenues by use of digital marketing. As observed within them, this is achievable through mobile technology.
In conclusion, technological developments have potential impacts in the operation of organizations. Most writers recognize these impacts. Particularly, this relates to the marketing strategies presently applicable within business organizations. The concept of digital marketing has both positive and challenging effects. As Heinonen (2011, p. 360) indicates, there are diverse concerns that require attention during the implementation of most digital marketing strategies.
Organizations must consider these elements. Principally, this is appropriate for the realization of effective performance. Apple and Google include some of the corporations that presently apply digital media technology. It is important to note various factors that influence the implementation of digital media marketing strategies. This may help in the establishment of transformative marketing strategies.
Barnes, J & Pressey, D 2012, In Search of the “Meta-Maven”: An Examination of Market.
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Klososky, S 2012, Social technology (The Next Frontier). Web.
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Direct marketing has been around for many centuries. The methods used continue to vary with every age and generation. Levinson et al., (2007) state, “Marketing continues to evolve and mature” (p. xi). As long as the need to place products and provide services to consumers exists, direct marketing will remain. As opposed to mass marketing, it provides marketers with an immediate response to their marketing efforts.
It ensures that marketing efforts target specific consumers. This increases the chance of getting business while minimizing waste associated with untargeted marketing. Direct marketing in the digital age employs digital technology to conduct marketing campaigns.
The internet is the media of choice. It however necessitates the development and maintenance of databases. These databases provide marketers with the necessary information from which they develop marketing campaigns.
The development of a database is a painstaking process. It requires that each consumer who interacts with the company leave certain information with the company. The companies then uses the database to, “locate potential customers and to generate sales leads” (Armstrong & Kotler, 2011, p.476).
The information collected and stored in such a database may include “a customer’s demographics (age, income, family members, birthdays), psychographics (activities, interests, and opinions), and buying behavior (buying preferences and the frequency, and monetary value – RFM – of past purchases)” (Armstrong & Kotler, 2011, p.476).
Once developed, the database is a very potent tool for targeting sales and promotion efforts to reach specific customers. Very advanced forms of analysis are necessary to take advantage of the information contained in the database (Porter, 1991). This acquisition and storage of large volumes of personal data is what creates concerns for many people.
The online environment is a new area of human experience. There are still many valid fears surrounding various issues regarding participation in it. The key privacy concerns internet users have include security concerns, and nuisance. Security concerns revolve around internet fraud and identity theft. Nuisance sources include spam, malware, and viruses.
The retention of private information in marketing databases makes individuals vulnerable to these forms of online privacy concerns.
Apart from unsolicited mails, promotions, and targeting by the marketing company, there are also issues relating to third parties accessing those databases, and using the information to reach a private individual for their own purposes. In authoritarian states, such databases may provide authorities with the information they need to crack down on personal freedoms.
For consumers to remain willing to share their personal information with online marketing companies there is need to develop and maintain stringent security and marketing policies that will reassure their clients. The companies keeping databases need to do everything in their power to ward off unauthorized access to the databases. This will protect consumers from malicious access.
In addition, their policies covering the use of the database for their marketing purposes must respect the privacy of consumers. This may include giving the customer the initiative to access their services, other than trying to reach them directly since this will make them appear bothersome.
The need for individual discretion when filling online forms may also help to reduce the amount of personal information that lies out there. This necessitates mass education of internet users to enable them to avoid internet frauds.
Reference List
Armstrong, G., Harker, M., Kotler, P. & Brennan, R., 2009. Marketing: An Introduction. 10th ed. Upper Saddle River, NJ: Financial Times Prentice Hall.
Levinson, Jay Conrad, Jeannie Levinson and Amy Levinson. Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. 4. New York, NY: Houghton Mifflin Harcourt, 2007.
Porter, M.E., 1991. Competitive Advantage. In C.A. Montgomery & M.E. Porter, eds. Strategy: Seeking and Securing Competitive Advantage. Boston, MA: Harvard Business School Publishing Division.
During its early years, international businesses were done in the form of enterprises, where the ownership was individually or in form of partnership. However, with organizations expansion due to industrialization and companies’ need for capital increased, and thus corporations began to replace privately held firms.
These firms had the discrete advantage of being entities with a separate legal, consequently limiting the liability of the principals or owners1. At the same time, through issuing of shares of stocks these corporations could easily tap enormous pool of available funds held by potential individual investors.
Advancements in modern technology are greatly affecting the multinational organizations2. In particular, digital technology is having its toil in the field of marketing, and in this, the multinational organizational are not left behind. This paper examines the importance of digital marketing to multinational organizations.
Defining what a multinational organization is – controversies in the definition
There is no formal definition of a multinational organization, although various definitions have been proposed using different criteria. A multinational organization can be thought of as a firm that is structured such that business is conducted, or ownership is held across a number of countries, or one that is organized into global product divisions.
Other definitions look at specific ratios of foreign business activities or assets to total firm activities or assets3. Under these criteria, a multinational firm is one in which a certain percentage of the earnings, assets, sales, or personnel of a firm come from or are deployed in foreign locations.
A third definition is based on the perspective of the corporation, that is, its behavior and its thinking. This definition holds that if the management of a corporation has the perception and the attitude that the parameters of its sphere of operations and markets are multinational, and then the firm is indeed a multination organization4.
The existence of different definitions for multinational organizations is not surprising. There are many different types of multinational corporations, and most definitions characterize only a particular type.
Since there are several ways in which a corporation can be organized and can transact business across national borders, it is indeed extremely difficult for any one definition to adequately describe all forms of multinational corporations5 (Ajami, 2006). Another problem in standardizing the definition of a multinational corporation is the gradual evolution of purely domestic companies to multinational status.
In this process, the point can be clearly demarcated when a company becomes a multinational. Such demarcations, if possible, also cannot explain or describe adequately the wide differences that organizations may have in the extent to which they have gone international6.
Advantages and disadvantages of multinational organizations
Given their size, multinational organizations gain a number of advantages and disadvantages. To begin with the advantages, one of the major benefits that MNCs have is superior technical knowhow. Most large MNCs have access to higher or advanced levels of technology, which was either developed or acquired by the corporation.
Such knowledge is patented and held quite closely. It can be in the areas of production, management, services, or processes7. A classic example of the technological advantage enjoyed by MNCs is the Banamex Tricolor card technology developed by Citigroup. Another advantage enjoyed by MNCs is their large sizes and economies of scale.
The high volume of production lowers per-unit fixed costs for the company’s products, which are reflected in lower final costs. Other advantages related to the large size include lower inputs, ability to access raw materials overseas, ability to shift production overseas, as well as financial flexibility8.
Although multinational organizations enjoy the above discussed advantages, they are prone to a number of disadvantages. One of them is business risks, this is because MNCs operates the businesses outside the borders of their countries of origin, and thus they are prone to fluctuations of currencies in these countries.
Violent movements in exchange rates can wipe out the entire profit of a particular business activity. Over the long run, multinational organizations have to live with this risk, as it is extremely difficult to eliminate it 9.
Another disadvantage of MNCs is that they face host-country regulations. The MNC has the difficult task of familiarizing itself with these regulations and modifying its operations to ensure that it does not overstep them. Closely linked to this disadvantage is that of different legal systems10.
MNCs must operate under the different legal systems of different countries. In some countries, the legislative and judicial processes are extremely cumbersome and contain many nuances that are not easily understood by non-natives. Political risks, especially in unstable countries also pose a serious challenge to MNCs. Another disadvantage of MNCs is cultural differences11.
Many multinational organizations find that their expatriate executives are not able to turn in optimal performances because they are not able to adjust to the local culture, both personally as well as professionally. Misunderstanding of local cultures, work ethics, and social norms often leads to problems between MNCs and their local customers, their business associates, government officials, and even their own employees12.
The digital revolution has shaken marketing to its core. Digital technology has unlocked new channels of conducting businesses. This is because customers have been provided with sufficient quantity and quality of information that is easy to access. Consumers can sort products based on any desire attribute such as price, nutritional value, functionality, or combination of attributes.
Consumers make use of it by obtaining third-party endorsements and evaluations. In addition, they can tap into the experience of other users. Digital technology has thus put the customer in control, creating a fundamental shift in the dynamics of marketing. Empowered by technology, customers are unforgiving13.
Digital technology and marketing
Digital revolution planning in secure environments calls for carefully developed strategy and optimization, planning in the global digital environment requires flexibility and experimentation14. The new realities of the business environment have led marketers to suggest new rules for the new economy.
These new rules include targeting segments of one and creation of virtual communities; designing for customer-led positioning; redesigning advertising as interactive and integrated marketing, communication, education, and entertainment; and use of adaptive experimentation15.
Advances in technology, and in particular the rise of digital marketing, are challenging all aspects of traditional marketing research. Traditional data collection is augmented with internet surveys and automatic capturing of internet-behavioral data. The results are tremendous amounts of data, reduced cost of obtaining some of the data, and much greater speed in getting the required information.
Digital technology benefits marketing by making tacit knowledge more accessible. With the right information, organizations are able to target their customers appropriately, and design products that they demand16.
Importance of digital marketing to multinational organizations
The success of digital marketing has particularly been felt in multinational corporations. Traditionally, these organizations success depended on the strategy that they got across oceans and establish plants in countries where resources are available and with equal missionary zeal establish depots and network in countries where the demand exists.
These global operations earlier had some in-built handicaps due to the unreliable, difficult, distorting and slow communication17. With the rise of digital technology, and particularly the internet, the MNC operations have benefited tremendously. Digital marketing is becoming a major strategy in these companies. One of the key ways in which MNCs are using digital marketing is with web sites.
Web sites allow consumers to see, consult, and obtain product-related information at anytime, anywhere. Such communications are regarded as a new form of global marketing communications, offering opportunities to strengthen effective relation; marketing in international markets18.
The benefits of digital marketing of MNCs do not stop at being able to create a web site; it also includes other interactive means such as the use of social networks. Social networks such as Facebook and Twitter have become major marketing tools in the new media era.
They help in boosting a brand’s image and reputation. Social networks ensure that the company sends personalized messages to its consumers, who then are able to make decisions among the varied options they have at their disposal19 (Wind, 2001).
In conclusion, this paper has examined multinational corporations with particular emphasis on the controversy surrounding its definition, their advantages, and disadvantages. The paper also looked at the importance of digital marketing in such companies.
In particular, the paper found out that MNCs have to make use of the digital technology at their disposal such as web sites, and social networks to reach their consumers who are based in different parts of the globe. By so doing, multinational organizations will ensure that they maintain a competitive edge in the dynamic business world.
Reference List
Ajami, R. (2006). International business: theory and practice. London: M.E. Sharpe.
Barba, G. (2004). Multinational firms in the world economy. New York: Princeton University Press.
Dunning, J. (2002). Multinational firms: the global-local dilemma. London: Routledge.
Etrella, P. (2004). Technological innovation and Third World multinationals. London: Routledge.
Wind, Y. (2001). Digital marketing: global strategies from the world’s leading experts. London: John Wiley & Sons.
Footnotes
1 Ajami, R. (2006). International business: theory and practice. (London: M.E. Sharpe). p. 34
2 Ibid.
3 Dunning, J. (2002). Multinational firms: the global-local dilemma. (London: Routledge), p. 57.
4Barba, G. (2004). Multinational firms in the world economy. (New York: Princeton University Press), p.48
5 Ajami, R, op cit, p. 35.
6 Ibid.
7 Barba, G, op cit, p. 37.
8 Dunning, J, op cit, p. 60.
9 Ajami, R, op cit. p. 38.
10 Barba, G, op cit, p. 41.
11 Dunning, J, op cit, p. 62.
12 Etrella, P. (2004). Technological innovation and Third World multinationals. (London: Routledge), p. 47
13 Ibid.
14 Wind, Y. (2001). Digital marketing: global strategies from the world’s leading experts. (London: John Wiley & Sons), p. 23.
The luxury segment of the fashion industry is one of the most profitable industries. Many companies are involved in the development of luxury items. The marketing strategies employed in each of the companies in the industry determine their success and competitiveness. Digital marketing is among the factors that affect the competitiveness and success of a company in the fashion industry. Most of the firms have embraced this form of marketing. Only few of them are conservative.
The past few decades have been dominated by the developments in the information technology sector, as the world is currently in the information age. Globalisation has also expanded the markets for luxury brands. Companies can now market their luxury items anywhere on the planet. The internet remains the greatest asset for digital marketing strategies. All luxury brands have an online marketing platform for their products.
Many luxury brands are internationally known to use the internet to complement the traditional practices in marketing. Nike is a sports shoe and apparel maker that is not in the luxury fashion industry. This report proposes the repositioning of the company to be a luxury company through the production of luxury shoes. It also incorporates a marketing campaign that is aimed at launching the company into the luxury market.
Fashion Brand
The selected fashion brand is NIKE, Inc., which is a company that focuses on the manufacture of quality sports shoes and sports apparel. The company was founded in 1962 as a Japanese shoe importer. At the time of formation, the two founders operated under the name Blue Ribbon Sports (Levin & Behrens 2003).
The company experienced a constant growth after its establishment. It specialised in the sale and manufacture of sports shoes. Currently, NIKE has a global market share of over 30%, ahead of its main competitors in the industry. This figure is also the biggest market share globally for any company in the footwear industry.
NIKE has over 22,000 retail outlets in the United States alone, with thousands of others being located in other global markets. The market for NIKE products extends to over 165 countries in the world (Larson 2011). The main products that the company makes include athletic footwear, equipment, and other apparel.
It is the global market leader in each of these categories (Carbasho 2010). The company is also constantly experiencing growth in revenue that is occasioned by the better performance of the sports industry. In 2008, the revenue for the different segments that the company specialises in were 52% for footwear, 6% for equipment, 28% for apparel, and 14% for other products (Carbasho 2010).
The company uses NIKE as the main brand name. However, there are other brand names under the company, including NIKE Pro, NIKE Golf, NIKE Skateboarding, NIKE+, and Air Jordan (Carbasho 2010). The trademark for the company is the internationally recognised “Just do it”, which is common in many sporting events.
The trademark constitutes one of the largest marketing strategies that NIKE employs. Despite enjoying success in the sportswear and apparel industry, the company has not ventured into the luxury fashion industry. This report, proposes the start of NIKE’s production of luxury sporting items.
Current Positioning
NIKE is currently the market leader in the sportswear category. It has a global market share of over 35% (Carbasho 2010). The sports shoe manufacture is the main activity in the organisation.
The other activities include the manufacture and marketing of sports accessories. The company also leads in revenue in this industry, with the largest sales being in the United States where there are many stores and retail outlets for its products. NIKE has established a sportswear line where international sporting teams can shop for their uniforms and other accessories.
Few attempts have been evident with regard to the company’s plan to venture into the luxury fashion industry through the manufacture of sports labels that are meant as casual wear. However, the company has retained the sports section as the main driver of its operations.
The establishment of online stores is a major boost for the company. The brand runs a website that is dedicated to the sale of its items. NIKE has also collaborated with other retail outlet stores such as Wal-Mart to distribute the sports apparel and sports shoes (Larson 2011). Many sporting Teams and personalities are sponsored by NIKE, and these continue to market the company.
Competitors
NIKE operates in a competitive market. Many companies are involved in the manufacture of sportswear and sports apparel. However, it has managed to stay on top of competition, thus beating some of its closest rivals. NIKE controls about 31% of the global market while the closest competitor, Adidas, controls only 16% of the market. (Larson 2011). Some of the other competitors in the athletic footwear industry include Reebok, Puma, New Balance, ASICS, Converse, K-Swiss, and Sketchers among others (Larson 2011).
In the athletic apparel industry, NIKE controls a significant market portion while Adidas follows closely. Other players in the athletic apparel are Rebook, Quick Silver, VF Knightwear, Columbia, and Puma (Larson 2011). If NIKE ventures into the luxury sportswear industry, it will face competition from the existing companies such as Louis Vuitton.
Current Customer Profile
The current customer profile for NIKE is in keeping with the products that it produces. The main customers are the sporting companies and sports enthusiasts (Carbasho 2010). The company provides support to teams such as Chelsea Football Club. The players get to use the products in their games (Carbasho 2010). The latest marketing strategies that NIKE has employed are targeted at the young population of sports enthusiasts who constitute the largest group of its customers.
The demographics of the customers for the company indicate that most of them are men. The company has managed to market its products to the male customers, with few female individuals being involved in the buying of NIKE’s products. This move may be because of the close association that exists between the male sex and sports. Sporting personalities also form a special group of NIKE’s customers who are also major marketers for the brand (Carbasho 2010). The absence of luxury items means that NIKE has few customers in the luxury category.
Use of Technology
NIKE has made considerable use of technology in the production process, marketing, and sale of the items that it produces. The company has an established presence in the many digital platforms. It operates a website where customers can purchase items and choose from the large number of items on sale.
The website that NIKE operates allows customers to design customised sports shoes while getting the opportunity to participate in the production process. The supply chain for NIKE applies automation as a major concept. This strategy may reveal the success that it enjoys over other popular brands.
The other use of technology in the company is in the design of the items that are on sale. The many manufacturing industries for NIKE in different parts of the world employ automated production processes, which have aided the company to reduce the production costs. Marketing in the company is also advanced based on its utilisation of the many social sites and print media. According to Washington and Miller (2013), this should be practiced by any fashion brand.
The company has an established presence on the internet, operating social site accounts on Facebook, Twitter, and other leading social site networks. The introduction of a luxury brand by NIKE will easily use the technologies in place at the organisation to position it in the luxury market.
Figure: NIKE allows customers to develop their own customised shoes
Source: (Tannou & Westerman 2012)
Figure: Nike Incorporates marketing on all platforms
Source (Tannou & Westerman 2012)
Marketing Campaign Plan
The marketing campaign that is proposed in this section is for a new luxury brand for NIKE that is meant to attract the large markets in its sports shoe section. The company should develop a luxury shoe brand that is targeted to the large market that is in the form of prominent sports personalities. The 7Ps of marketing that consist of the seven elements in the marketing mix are important in the valuation of the performance of the new luxury products that are proposed for NIKE.
Product
Nike should design a luxury brand of shoe that is meant to the sporting personalities for use off the field. The brand should be as competitive as other brands in the market. It should combine quality with fashion, thus ensuring that customers get a fair deal in the purchase.
The branding of this new product should be done like other products that the company has managed to brand in the production line. Packaging is an important part of the product. The company should package the new shoe brand in a manner that is appealing to many sporting personalities (Choi, Jungwoo & Jongsu 2013).
Price
Price is the most important determinant of the class of a luxury item. In addition to the costs that go into the production of the new product, NIKE should ensure that the price suits the target customers. The luxury items in this category are often highly priced. Many prominent and wealthy individuals prefer buying them because they confer a special status (Chevalier, & Mazzalovo 2012).
NIKE should also implement a form of pricing that suits the new group of customers by fixing the prices as a level that is competitive in the market. The luxury shoes should be expensive to correspond to the prevailing market conditions, class of customers, production costs, and the competition.
Promotion
Promotion is an important determinant of the success enjoyed by a company participating in the luxury fashion industry. NIKE has an established advertising policy, with the presence in the different media and internet sites (Chevalier, & Mazzalovo 2012). The proposed luxury shoes that the company should introduce should be marketed through the different platforms. They should be branded as a trademark for the sports personalities who seek class.
Traditional marketing strategies should be combined with contemporary strategies. Print media and posters, television advertising, billboards, and e-marketing are some of the possible marketing platforms. The company should also employ public relations, merchandising, and personal selling in the marketing of the new items.
Place
The places that marketing should occur determine the success of the marketing strategy of an organisation (Chevalier, & Mazzalovo 2012). NIKE has many stores that are dedicated to the sale of items that it manufactures. These items should be utilised in the marketing of the new luxury shoes.
The company also has an online presence, which will offer another place for marketing of the new shoes. The supply chain for the new brands of luxury shoes should be detailed, with the management investing in technology for the management of the additional supply chain features.
People (Staff)
The people involved in the design, marketing, and sale of the luxury items also affect the development of a luxury brand. NIKE should contract qualified and experienced developers for the new luxury shoe design.
Since the company will be interacting with different personalities of different classes in the sale of the luxury sports shoes, the individuals who are entrusted with customer service should also be highly qualified and trained. The human resource policies in the organisation should be reviewed to ensure that the staff members involved in the design and development of the luxury sports shoe is satisfied at the workplace, and hence able to produce quality products.
Processes
The processes involved in the manufacture of the luxury shoes that are proposed for NIKE should be efficiently flowing in a logical manner. The production process from suppliers to the finished product should be effectively managed. The process of marketing needs to be detailed, with the company providing a written summary of the expected marketing process. The customer management procedures employed in the luxury brand development and management should be detailed.
According to Han, Nunes, and Drèze (2010), the company should ensure that the process of handling customers from the point of contact to the last point where it makes the sale of a product need to be effectively managed. Competent and efficient members of staff should also manage the procedures and mechanisms in the development, marketing, and sale of the new luxury shoe items (Calefato 2014).
Physical Evidence
NIKE should invest in the tangible luxury shoe brands that communicate fashion. The layout, décor, and ease of access for the product determine the type of customers that it attracts. NIKE should ensure that this physical evidence of the class is evident in the new luxury shoes. The company should use the social media and social sites on the internet to launch the new luxury shoes, which should be in combination with the traditional media such as the television advertising.
The use of fashion events in the luxury industry is important. NIKE should start its campaign of the luxury items developed by sponsoring a fashion event where these items are launched into the luxury market. Technology should be at the centre of the marketing campaign for the new luxury items. The company should invest its resources in the contemporary technological marketing measures and strategies.
Conclusion
The luxury fashion industry is competitive. Any new entrant has to have the necessary resources to engage in this competition. NIKE fits the profile of a company that can easily engage in the production of luxury items based on its presence in the athletic wear and apparel industry.
This report has featured the company and proposed development of a luxury fashion shoe brand that can attract the many sports personalities and sports enthusiasts. The marketing campaign plan and components are also discussed based on the 7Ps of marketing.
References
Calefato, P 2014, Luxury: Fashion, Lifestyles And Excess, Bloomsbury, London.
Carbasho, T 2010, Nike, Greenwood Santa Barbara, California.
Chevalier, M & Mazzalovo, G 2012, Luxury Brand Management : A World Of Privilege, John Wiley & Sons, Hoboken.
Choi, J, Jungwoo, S & Jongsu, L 2013, ‘Strategic management of new products: Ex-ante simulation and market segmentation’, International Journal of Market Research, vol. 55 no. 2, pp. 289-314.
Han, Y, Nunes, J, & Drèze, X 2010, ‘Signalling Status with Luxury Goods: The Role of Brand Prominence’, Journal Of Marketing, vol. 74 no. 4, pp. 15-30.
Larson, D 2011, ‘Global Brand Management – Nike’s Global Brand’, ISM Journal of International Business, vol. 1 no.3, pp. 1-14.
Levin, A & Behrens, J 2003, ‘From Swoosh to Swoon: Linguistic Analysis of Nike’s Changing Image’, Business Communication Quarterly, vol. 66 no.3, pp. 52-65.
Tannou, M & Westerman, G 2012, Nike: From Separate Digital Initiatives to Firm-Level Transformation, MIT Centre for Digital Business, Capgemini Consulting.
Washington, K & Miller, R 2013, ‘Chapter 37: Most Valuable Apparel & Luxury Brands’, Retail Business Market Research Handbook, vol. 1 no.1, pp. 140-141.
This paper entails an evaluation of how businesses incorporate digital and physical channels in their marketing processes. As a result of the high rate of technological innovation, firms within the retail sector are increasingly incorporating emerging technologies such as the internet in addition to physical channels in their marketing processes.
Growth in marketing practices has presented the customers with a wide range of channels to select from. As a result, consumers can move from one channel to another with minimal effort depending on their preferences. However, it is not all market segments which can incorporate digital channels.
This arises from the fact that some products are not digital. Additionally, physical channels are vital in that they enable the creation of a strong relationship with the customers. Physical channels also give the customer a unique customer experience.
Introduction
Marketing has undergone significant transformation during the 21st century. One of the areas where this transformation has been experienced relates to marketing channels. Business firms have shifted from single-channel structure to multiple marketing channels.
One of the factors that have contributed to these changes relates to the high rate of technological innovation especially the growth in Information Communication Technology. In an effort to attain competitive advantage, businesses are integrating the internet in their marketing practices. The consumers have also embraced technology in their buying process.
Discussion
By integrating digital and physical methods of accessing the market, there is a high probability of firms attaining a high competitive advantage relative to their competitors. For example, through digital marketing, businesses are able to access a large market. This arises from the fact that the firms become dimensionless with regard to geographical location and time (Huang & Mak, 2003, p. 7).
Through digital marketing, geographical boundaries are eliminated. This means that firms are able to access a wider market. The resultant effect is that the firms are able to increase their customer base considering the rate at which consumers are incorporating technology in their purchasing process. Digital space also contributes towards creation of a strong customer relationship.
This arises from the fact that there are a wide range of digital technologies that businesses can use to interact with the customers. By using physical means to reach the market, firms are able to address the needs of all customer categories. The result is that a strong bond with the customers is established.
This arises from the fact that not all customer categories have incorporated the technology in their consumption, for example the elderly.
Considering the numerous channels that are available in the market today, consumers can effortlessly move from one channel to another. Consumers have a wide range of channels to select from depending on their perception and communication needs.
The large number of choices enables consumers to migrate between the channels without being mindful of any boundaries (Hauser & Keillor, 2007, p. 131). Consumers are dynamic in their purchasing patterns. As a result, they select the channel that best suits them depending on the situation.
It is not all market segments that enjoy shopping using both channels. This is mainly so with regard to services. When purchasing some services, the physical presence of customers is necessary. The physical presence also contributes towards the customer attaining a unique experience.
Despite the high rate of innovation in information technology, physical goods cannot be transferred online. It is only digital products which can be transferred to the customers through the internet.
Different companies have incorporated the both digital and physical channels in their operation. Examples of such companies include TNT Express and Duetsche Post. These companies are mainly involved in the transfer of parcels. In an effort to expand their market coverage and become the best parcel distribution companies, these companies have integrated both traditional and digital channels (Crew & Kleindorfer, 2011, p. 300).
Conclusion
The business environment has become very dynamic. As a result, it is paramount for firms to develop their competitive advantage in order to survive in the long run as going concern entity. One of the ways through which they can achieve this is by enhancing their marketing practices by integrating both physical and digital channels.
Reference List
Conn: Praeger. Huang, G. & Mak, K. (2003). Internet applications in product design and manufacturing. Berlin: Springer.
Crew, M. & Kleindorfer, P. (2011). Reinventing the postal sector in an electronic age. Cheltenham: Edward Elgar Publishing.
Hauser, W. & Keillor, B. (2007). Interactive and multichannel marketing. Westport.
Marketing is a fundamental element in organisation’s long-term performance. Therefore, making effective marketing decisions is critical. Traditionally, marketing decisions were based on experience and judgement.
However, different marketing models were formulated during the 1960s in an effort to assist organisations in conducting marketing analyses.
Another major revolution in the 1960s relates to the development of the mainframe computers, which enabled marketers to access the market data they needed in making marketing decisions and planning (Wierenga 2008).
Diverse models have been formulated in an effort to explain the transformations that have occurred with regard to marketing. Cooper (2000) posits that organisations should ensure that they are very effective with regard to planning.
This aspect is only achievable if marketers have sufficient marketing information (Hengst & Sol, 2001). Information has become a powerful tool that is influencing the society.
The significance of information in the contemporary society has been enhanced by the emergence of Information Communication Technology (ICT) (Coallier 2012).
The rate of ICT innovation has increased exponentially as evidenced by innovations with regard to the internet, mobile technologies, and the social media (McGrath 2012).
Lancaster (2005) emphasises that the changing role of ICT with regard marketing has presented a major challenge to marketing practitioners and academics. In a bid to survive in such a business environment, it is fundamental for organisations to integrate effective marketing planning.
Simkin and Dibb (2008) define marketing planning as the systematic process through which an organisation evaluates its marketing capabilities together with opportunities through
implementing and controlling the strategies formulated.
Simkin and Dibb (2008) are of the opinion that marketing planning is based on analysing the customers, capabilities, competitors, and the market trends.
Aim
The objective of this report is to evaluate marketing models, their relevance, and significance in the modern digital era.
The report also evaluates the opportunities and challenges, which have emanated from the high rate of proliferation in Internet and information communication technology.
Scope
The report mainly concentrates on the development of marketing models and the contribution and role of ICT in marketing communication. Consequently, the paper evaluates the core emphasis of the marketing models from the 1970s to today.
Moreover, the paper evaluates the significance of the marketing models within the digital era.
Some of the issues evaluated relate to how marketing planning has evolved, ICT and marketing communication, database marketing, internet and social media marketing, and consumer behaviour.
Moreover, the report also evaluates the challenges that are associated with social media marketing.
Analysis
Evolution of marketing models
According to Pulendran, Speed, and Widing (2002), marketing planning has undergone a significant growth over the past decades. Different models have been formulated in an effort to explain the concept of marketing planning.
Marketing planning enables organisations to align with market trends such as the customers’ needs and the competitors’ strategies (Jadhav, Kamble & Patil 2009).
Planning enables an organisation’s ability to ensure that its resources are optimally utilised in addition to responding to unexpected market changes (Simkim & Dibb 2008).
The traditional marketing models
The 1970s were characterised by emergence of different marketing models. One of the models includes the stochastic models. The models were mainly focused on developing the marketing mix instruments such as marketing communication and pricing.
Wierenga (2008) asserts, “The issue was how to model the relationship between a particular marketing instruments and sales” (p.6). Another major development in the 1970s relates to emergence of the marketing decision support systems.
The 1980s saw the emergence of the market generalisation models and the marketing knowledge model. The generalisation model entailed summarising what is already known about a particular issue.
One the other hand, the marketing knowledge model entailed integrating the concepts of computer science and artificial intelligence in the marketing processes.
Artificial Intelligence [AI] enabled marketers to store market information in databases hence improving their capacity to formulate optimal marketing decisions (Wierenga 2008).
The marketing knowledge model led to development of the expert and knowledge-based systems. The systems were mainly focused on enhancing sales promotions and advertising.
This period was also characterised by the emergence of the conjoint analysis model, which continues to be an effective model in making decisions with regard to new product development (Wierenga 2008).
The 1990s was characterised by a remarkable revolution with regard to marketing information. The ‘marketing information revolution’ played a significant role in influencing consumer choice modeling.
Moreover, the ‘marketing information revolution’ models led to increment in the volume of data available for making marketing decision, which is evidenced by increment in the concept of ‘data mining’.
The availability of data was also enhanced by the development of information communication technology (Wierenga, 2008).
The individual customer model
According to Pride (2009), the customer is the most important unit of analysis in an organisation’s marketing processes. The first decade of the 21st century was characterised by the development of the Customer Relationship Model [CRM].
The models were mainly concerned with how best an organisation can attract and retain customers.
This led to emergence of the customer centric models. From the above analysis, it is evident that marketing model has undergone significant growth. New models have been developed in an effort to illustrate the change in consumer behaviour.
Relevance of the marketing models
The above analysis of the marketing models shows that they were formulated with the objective assisting organisations and entrepreneurs attracting and retaining customers. Moreover, the models are still relevant in the modern business environment.
This emanates from the fact that they emphasise on the importance of developing a critical understanding of the prevailing marketing information. To achieve this, the models highlight the significance of knowledge management in organisations’ marketing processes.
Moreover, they are concerned with understanding the consumers’ behaviour, which is a critical element in marketing planning. According to Shin (2013), marketing planning is considered being as a behavioural phenomenon because it entails the adoption of various forms of technology.
The models also illustrate significance of information communication technologies in organisation’s marketing processes. The models underscore the contribution of marketing communication in attracting and retaining customers.
In the course of undertaking marketing planning, it is critical for organisations’ managers to take into account the concept of marketing communication, which is ranked as one of the most important elements in the firms marketing planning processes (Gazzar & Mourad 2012).
Information Communication Technologies have undergone significant evolution over the past decades. The three distinct periods of ICT development include data processing, micro-computing, and networking.
According to Somers, Cain, and Jeffrey (2009), the 1990s was characterised by a high rate of proliferation in relationship marketing. However, traditional marketing concept has extensively been criticised.
Nwankwo and Gbadamosi (2010) are of the opinion that marketing communication entails integration and application of various marketing communication tools, for example, public relations, sales promotion, personal selling, and advertising.
ICT has remarkably revolutionised marketing communication. Dyllick and Hockerts (2002) are of the opinion that developing customer relationship is critical in achieving sustainability.
Currently, ICT is considered a critical component in developing a strong relationship with various stakeholders (Brodie et al. 2011).
Thomas and Barlow (2011) are of the opinion that the high rate of ICT development coupled with an increment in the intensity of competition has led to the emergence of relationship marketing and marketing communication.
Currently, customer relationship marketing is a fundamental element in organisations’ effort to achieve the desired success (Safko 2012). This aspect underscores the importance of nurturing a more valuable customer relationship.
Incorporating marketing communication is one of the avenues through which an organisation can deliver value to customers (Shin 2013). This assertion emanates from the view that it enhances communication between the organisation and various stakeholders.
Marketing communication has undergone remarkable development over the years as evidenced by the emergence of Integrated Marketing Communication. Shin (2013) is of the opinion that IMC has become a critical element in a firm’s effort to reach the target audience.
Traditionally, organisations emphasised on transaction marketing, which is a one-way method of communication. On the other hand, relationship marketing is concerned with creating two-way communication between an organisation and its customers (Thomas &Wasmund 2011).
Traditional marketing communication was not effective in enhancing organisational performance. Shin (2013) asserts that organisations can only achieve competitive advantage and brand loyalty through effective communication and information circulation.
This move will improve the organisations’ ability to cope with the high degree of market uncertainty faced by organisations today.
Marketing in the digital age
The digital age is characterised by ease with which marketers and entrepreneurs can access information through various mediums. The digital age has emanated from the high rate at which Information Communication Technology is occurring.
Integrating ICT can play a significant role in making marketing communication more effective and efficient. Currently, organisations are adopting digital communication in their marketing processes in an effort to achieve operational efficiency (Al-Deen & Hendricks 2012).
Database marketing is one of the avenues through which ICT has improved marketing communication. Developing a database can enable an organisation to store sufficient customer information relating to their past-purchase history.
Such information can be utilised in formulating various marketing mix strategies like promotion strategies. Database marketing has improved marketing communication by enabling organisations to design loyalty schemes.
For example, firms in the retail industry such as supermarkets can utilise the information gathered through the EPOS to offer discounts to specific customers in order to enhance their loyalty.
The Internet revolution has led to the development of a global market place. Moreover, the internet has enabled organisations to overcome challenges associated with time and distance (Obrien 2011).
Increased investment in ICT by organisations and individuals has led to the emergence of various digital communication platforms. Social media is one of the new phenomena that have emanated from ICT development.
Obrien (2011) posits, “Communication is truly changing as a result of social media utilisation, and thus the dynamics of human relationships take on a new perspective” (p.32). Social media has led to the development of an online community.
Brodie, Ilic, Juric, and Hollebeek (2011) opine that the sophisticated ICTs that have emerged have facilitated the emergence of brand communities. These communities have emerged from the engagement and interaction amongst customers through various social media platforms.
Currently, social media has overtaken marketing communication through company websites and emails and it is considered as the largest web presence in organisations (Jacobson 2009).
Social media has influenced how organisations interact and communicate with existing and potential customers. Moreover, social media has significantly influenced how organisations formulate their Customer Relationship Management [CRM] policies.
By integrating social media, an organisation can be in a position to increase its sales revenue (Sweeney & Craig 2011).
Consumer behaviour
The ASP model outlines analysis as one of the steps that an organisation has to take into account in order to undertake marketing planning successfully. Consumers constitute a critical component in an organisation’s marketing process (Talloo 2007).
Consumer behaviour is very dynamic, and thus it is imperative for organisations to develop a comprehensive understanding and monitor the consumers’ behaviour.
Developing such understanding will provide organisations with insight on how to formulate effective decisions regarding the most optimal marketing mix strategies to adopt.
Brodie et al. (2011) posit that the last two decades have been characterised by the emergence of various Internet communication mediums, which have led to the development of an online community. The online community shares ideas and opinions regarding various products and service.
In a bid to understand the consumers’ perceptions and opinions successfully, organisational managers should take advantage of the internet’s capability with regard to consumer-to-consumer communication.
Some of the online communication platforms commonly used by consumers include blogs, social networks, chartrooms, personal web pages, electronic discussion forums, newsgroup, and list servers (O’Leary, Sheehan & Lentz 2011).
A study conducted by a European car club shows that consumers are motivated to engage with one another through various Internet platforms by a number of reasons.
Some of the reasons identified include venting negative feelings, seeking advice, self-enhancement, economic benefits [cost saving], assisting the company by making their opinion known, concern for other consumers, and social benefits.
Therefore, development in ICT has led to the emergence of electronic word-of-mouth [e-WOM], which is fundamental in enhancing development of virtual brand communities (Sayre, Rastogi, Zwillenberg & Visser 2012).
Failure to incorporate ICT in organisations’ marketing planning processes can limit an organisation’s competitiveness. For example, negative comments posted online can affect the consumers’ behaviour towards a particular product and organisation.
Thus, firms’ management teams should evaluate how best they can utilise online media in understanding the consumers’ behaviour.
Challenges presented by the development in ICT
Digital disruption
Despite the benefits associated with ICT proliferation, the emergence of digital media has presented organisations with diverse challenges. One of the major challenges relates to ‘digital disruption’, which refers to changes arising from digital media, either positive or threatening.
First, the rate of innovation with regard to digital media is alarming. Therefore, businesses face the challenge of trying to keep-up with the pace of innovation (Jadhav, Kamble & Patil 2009).
Cost of new technology and training
In a bid to survive in the long term, businesses will be required to increase their investment in research and development on digital media. Moreover, the digital media age will force organisations to adjust their business and operating models.
For example, marketing in the digital media age requires organisations to purchase additional communication equipment in order to communicate effectively with the targeted stakeholders.
Some of these technologies relate to hardware, software, servers, computers, and subscription to the Internet services.
Upon implementing the necessary business communication technology, organisations will be required to hire and train employees who will be in a position to utilise and maintain the new technology.
Firms will be required to ensure that communication through various social media platforms is monitored optimally. The comments made by consumers on social media have to be responded to in a bid to deliver value to customers.
If a business does not have adequately trained human capital on how to address issues raised by customers’ on social media, its ability to compete effectively in the contemporary business environment is limited.
In summary, incorporating social networking in an organisation’s marketing communication process is time-consuming (Brodie et al. 2011). Consequently, substantial financial costs are incurred in the process of upgrading the firms marketing communication processes.
Reputational risk
The development of social media has empowered the consumers’ purchasing behaviour remarkably. For example, consumers have an opportunity to share ideas and opinions regarding a particular product with their friends and relatives.
Social media platforms are increasingly becoming popular amongst consumers. It is estimated that Facebook has over 500 million followers. Therefore, a negative issue about an organisation or its product on social media can harm an organisation if not adequately addressed.
Therefore, organisations are exposed to a considerable degree of reputational risk by the proliferation of communication through social media.
For example, in 2009, a national pizza delivery chain suffered when two of its employees developed and posted a video that tainted the company’s image. The video went viral through Twitter. Within 48 hours, the consumers’ perception towards the company was adversely affected.
Therefore, organisations have to ensure that their employees do not use social media in a way that harms the company’s reputation (O’Leary, Sheehan & Lentz 2011).
Conclusion
The report illustrates the change in marketing models over the past few decades. One of the salient features of the marketing models relates to the importance of developing a sufficient understanding of the market.
Consequently, they are of the opinion that it is important for marketing managers to collect and utilise a wide range of data in order to undertake effective marketing planning, which is a fundamental aspect in organisations effort to achieve the desired level competitiveness.
The models are still relevant in the digital business environment because of their emphasis on developing sufficient marketing information and a strong relationship with customers..
The report also asserts that the changes occurring in the external business environment may have a remarkable impact on an organisation’s competitiveness. Therefore, it is essential for managers to understand the market dynamics.
Technological change with regard to the emergence of various ICT mediums is one of the major aspects that should be evaluated.
Currently, consumers are increasingly integrating ICT as their major source of product and service information, which has led to the development of an online community. Through various Internet-based platforms, consumers can interact with one another on various issues.
Thus, the emergence of the digital age has remarkably influenced the consumers’ behaviour. In a bid to survive in such an environment, it is essential for organisational managers to formulate strategies that will enhance organisations capability in utilising ICT in their marketing processes.
However, when implementing ICT in their marketing communication processes, it is imperative for organisations to be conscious of the challenges associated with the revolution in marketing communication.
Organisations should be prepared to incur substantial cost in the course of implementing the necessary marketing communication technologies, which will enable firms to improve their competitiveness and hence their survival.
Moreover, firms should appreciate the risks associated with integrating social media in their marketing communication platforms, which will enable the firms to be proactive when addressing the various risks that emerge.
Recommendations
Organisational managers should focus on evaluating customer relationship. Some of the factors that the firm should consider :
Firms should be focused on developing a strong customer relationship. To achieve this, it is important for firms to focus on adopting customer-centric models such as the CRM model.
Organisations should ensure that the information communication technologies incorporated are sufficiently interactive. This aspect will enable the firm to develop sufficient understanding of the consumers’ behaviour. Firms should respond to opinions made by consumers on various ICT platforms.
It is also critical for organisations to personalise marketing communication using various information communication technologies, which can be achieved by integrating mobile technologies in their marketing communication processes, for example, by designing a mobile device platform.
Organisations should formulate comprehensive policies and procedures that should guide the utilisation of its social media platforms. It is also imperative for organisations to review of the social media rules and regulations continuously. The review should be done under the watch of the organisation’s human resource, communications, information technology, and legal departments. It is also imperative for the set rules and regulations to be reviewed by an autonomous law firm.
Prior to deciding on the social media platform to use, it is essential for the firms’ management teams to conduct a cost benefit analysis associated with integrating ICT in marketing communication.
Reference List
Al-Deen, H & Hendricks, J 2012, Social media: usage and impact, Lexington Books, Lanham, MD.
Brodie, R, Ilic, A, Juric, B & Hollebeek, L 2011, ‘Consumer engagement in a virtual brand community: an exploratory analysis’, Journal of Business Research, vol. 66 no.1, pp. 1-10.
Coallier, J 2012, Introduction to marketing; digital age edition, Booktango, New York.
Cooper, L 2000, ‘Strategic marketing planning for radically new products’, Journal of Marketing, vol. 64 no.1, pp.1-16.
Dyllick, T & Hockerts, K 2002, ‘Beyond the business case for corporate sustainability’, Business Strategy and the Environment, vol. 11, no.2, pp. 130-141.
Gazzar, N & Mourad, M 2012, ‘The effect of online communication on corporate brand image’, International Journal of Online Marketing, vol. 2 no. 1, pp. 1-15.
Hengst, M & Sol, H 2001, ‘The impact of ICT on inter-organisational coordination; guidelines from theory’, Special Series on Information Exchange in Electronic Markets, vol. 4 no. 3, pp. 129-139.
Lancaster, G 2005, Management of marketing, Routledge, New York.
Jacobson, J 2009, 42 rules of social media for small business, Superstar Press, Cupertino.
Jadhav, M, Kamble, R & Patil, M 2009, ‘Social media marketing: the next generation of business trends’, Journal of Computer Engineering, vol. 3, pp. 45-59.
McGrath, M 2012, ‘Social media and employment: Is there a limit?’ Interdisciplinary Journal of Contemporary Research in Business, vol. 4 no.1, pp. 17-24.
Nwankwo, S & Gbadamosi, T 2010, Entrepreneurship marketing: principles and practices of SME marketing, Taylor & Francis, New York.
Obrien, C 2011, ‘The emergence of the social media empowered consumer’, Irish Marketing Review, vol. 21 no. 1/2, pp. 32-40.
O’Leary, S, Sheehan, K & Lentz, S 2011, Small business smarts; building buzz with social media, Praeger, Santa Barbara, CA.
Pulendran, S, Speed, R & Widing, R 2002, ‘Marketing planning, market orientation and business performance’, European Journal of Marketing, vol. 37 no. 3, pp. 476-497.
Pride, W 2009, Business, Cengage Learning, New York.
Safko, L 2012, The social media bible; tactics, tools and strategies for business success, John Wiley and Sons, Hoboken.
Sayre, K, Rastogi, V, Zwillenberg, P & Visser, J 2012, Marketing capabilities for the digital age, Boston Consulting Group, New York.
Shin, K 2013, The executor of integrated marketing communications strategy: Marcom’s manager’s working model, SpringBriefs, New York.
Simkin, L & Dibb S 2008, Marketing planning: a workbook for marketing managers, Cengage Learning, London.
Somers, G, Cain, J & Jeffrey, M 2009, Essentials VCE business management: Units 1 and 2, Cambridge University Press, Cambridge.
Sweeney, S & Craig, R 2011, Social media for business; 101 ways to grow your business without wasting your time, Maximum Press, Gulf Breeze, FL.
Talloo, R 2007, Business organisations and management, Tata McGraw-Hill, New York.
Thomas, D & Barlow, M 2011, The executive’s guide to enterprise social media strategy; how social networks are radically transforming your business, Wiley, Hoboken.
Thomas, M &Wasmund, S 2011, The smarter way to do business, Capstone, Chichester.
Wierenga, B 2008, Handbook of marketing models, Rotterdam: RSM Erasmus University.
Annotated bibliography
Brodie, R, Ilic, A, Juric, B & Hollebeek, L 2011, ‘Consumer engagement in a virtual brand community: an exploratory analysis’, Journal of Business Research, vol. 60 no.1, pp. 1-10.
The authors of this article outline the importance of organisations investing in brand management. The authors are of the opinion that investing in consumer engagement is one of the most effective strategies that organisations across the world can adopt.
In order to achieve this goal, the authors assert that firms’ management teams should invest in various types of information communication technologies. The article has extensively described how organisations can develop a strong customer relationship and loyalty by integrating ICT.
Consequently, the article is very informative on the role of ICT in nurturing a virtual brand community.
Coallier, J 2012, Introduction to marketing; digital age edition, Booktango, New York.
This book explores various marketing fundamentals. One of the aspects that the author emphasises on relates to the development of a strong brand name. Media is cited as one of the aspects that an organisation can integrate in order to develop a strong brand name.
Media offers a platform through which organisations can make their presence known across the world. The authors further assert that it is critical for organisations to seek market feedback in order to evaluate its success.
Integrating ICT is highlighted as one of the avenues through which an organisation can seek market feedback more effectively and efficiently.
Cooper, L 2000, ‘Strategic marketing planning for radically new products’, Journal of Marketing, vol. 64 no.1, pp. 1-16.
In this article, the author emphasises on the importance of integrating marketing planning in firms’ marketing processes. The authors focus on the importance of understanding the consumer’s decision-making process in order to influence their behaviour.
Consequently, Cooper asserts that it is essential for marketers to conduct a comprehensive situation analysis. Decision to integrate the article was informed by the fact that it highlights how marketing planning can enable organisations to introduce new products into the market successfully.
Technological change is cited as one of the aspects that organisations should evaluate in their marketing planning processes.
Gazzar, N & Mourad, M 2012, ‘The effect of online communication on corporate brand image’, International Journal of Online Marketing, vol. 2, no. 1, pp. 1-15.
This article highlights how organisations can integrate online communication in order to influence their customers hence leading to the development of a strong brand image.
The article highlights how learning institutions can integrate online communication in improving the image of their institution. The article further opines that there is a strong degree of correlation between an organisations’ brand image and its online strategies.
The authors are of the opinion that the internet has played a remarkable role in improving an organisation’s market position and hence its future success.
Hengst, M & Sol, H 2001, ‘The impact of ICT on inter-organisational coordination; guidelines from theory’, Special Series on Information Exchange in Electronic Markets, vol. 4, no. 3, pp. 129-139.
The authors cite Information and Communication Technology as a critical element that have led to improvement in organisations marketing processes.
The authors further opine that ICT has contributed towards improvement in an organisations capabilities and hence their ability to coordinate with other stakeholders.
According to the article, it is important for organisations to ensure that information communication technologies are effectively implemented in order to enhance the relationship with external stakeholders such as customers.
Obrien, C 2011, ‘The emergence of the social media empowered consumer’, Irish Marketing Review, vol. 21 no. 1/2, pp. 32-40.
The journal cites social media as one of the user-generated platforms that have been developed in the 21st century. The emergence of social media has motivated organisations to shift from web 2.0 in their marketing processes.
The author is of the opinion that social media has made consumers’ very powerful. Consequently, organisations have to take into account the consumers’ opinions and perceptions in their marketing processes.
Moreover, social media has significantly transformed traditional relationship marketing concepts.
The article further highlights the importance of integrating social media in developing a strong business-consumer relationship. In summary, the author illustrates how social media has empowered consumers.
Pulendran, S, Speed, R & Widing, R 2002, ‘Marketing planning, market orientation and business performance’, European Journal of Marketing, vol. 37 no. 3, pp. 476-497.
This journal emphasise on the importance of developing a comprehensive analysis on the relationship between marketing planning and the marketing concept.
According to the authors, it is essential for organisations to develop a comprehensive understanding of the consumers’ behaviours in order to undertake marketing planning successfully.
The article cites linking consumer behaviour and marketing planning as a fundamental role in promoting business performance. Thus, the authors assert that it is important for organisations to invest in technologies that can enhance their capacity to understand the consumers’ behaviour.
Sayre, K, Rastogi, V, Zwillenberg, P & Visser, J 2012, Marketing capabilities for the digital age, Boston Consulting Group, New York.
The book highlights digital revolution as one of the major factors affecting business operations. The authors cite the internet, mobile technologies and social media as some of the technologies that have led to transformation in consumer behaviour.
The book highlights the change in consumer trend with regard to integration of emerging information communication technologies. Moreover, the authors highlight the challenges that are associated with the emergence of the digital age.
Consequently, it is critical for marketers to be conversant with change in the market environment courtesy of ICT developments.
Simkin, L & Dibb S 2008, Marketing planning: a workbook for marketing managers, Cengage Learning, London.
The book illustrates the importance of investing in marketing planning in organisations’ effort to develop competitive advantage. According to the authors, marketing planning is increasingly being integrated by organisations in different economic sectors.
Moreover, the authors highlight marketing planning as one of the fundamental elements in marketing management. The authors assert that marketing planning encompasses various elements, which include marketing mix and marketing analysis.
In summary, the book sufficient highlights how an organisation can adopt marketing planning in developing sufficient competitive advantage.
Shin, K 2013, The executor of integrated marketing communications strategy: Marcom’s manager’s working model, SpringBriefs, New York.
The book outlines the basic theory of Integrated Marketing Communication. According to the author, the IMC strategy is fundamental in developing sufficient market awareness. Moreover, the author asserts that the emergence of ICT has remarkably transformed marketing communication.
Organisations have increasingly integrated emerging information communication technologies in their marketing communication. Consequently, author emphasises that ICT has played a critical role in transforming marketing communication from being a one-way to a two-way phenomenon.
