Category: Digital Marketing

Marketing is a rather critical concept for Dupont Pioneer because it needs to raise awareness about its products and services. Therefore, it is necessary to come up with several SMART objectives intended to organize the movement and establish the direction in which the organization has to go. The organization reviewed within the framework of this paper is Dupont Pioneer. Several SMART objectives will be developed and the 5Ss will be used.

Increase in Sales

The first goal of high importance that should be reviewed by Dupont Pioneer is the attempt to increase sales. This SMART objective is expected to drive business and improve the financial state of the company. The very first thing that Dupont Pioneer is expecting to see is a flawless return on investment. This supposition means that the increase in sales will be triggered by efficient marketing strategies and will exceed the costs of the latter.

The company will have to come up with a series of specific marketing subgoals if they are willing to promote their business. Here, the problem consists in the fact that merely stating an objective of increasing sales is not a sufficient measure within any given business framework. For instance, one of such specific objectives is to increase the sales among major companies operating in the seed industry by 15% by the end of 2017 (August 1^st – December 31^st).

Expand Merchandise Awareness

The second SMART objective that is reviewed within the framework of this paper relates to the efforts that are made by the company in terms of expanding product awareness among all the types of customers. Dupont Pioneer should be interested in reviving the attention to their products and coming up with a vibrant slogan that may spark interest in the customers. Here, the driving factors are the customers’ attitude toward the company’s products and the possibilities to change the latter. Dupont Pioneer and its Russian department may also be interested in rolling out a campaign based on the slogan.

In perspective, increasing merchandise awareness can become one of the factors that contribute to the improvement of the awareness rating of the company. This can be done both online and offline marketing. Offline -expanding of regions covered by AgroAcademies. Education of farmers showing methods of rising harvest with Pioneer hybrids. Online: going live with translations of AgroAcademies and other presentations on YouTube channel, promoting a website through AdWords, direct mailing of news, and invitations for the events. The timeline for this objective is the period from September 1^st to November 30^th.

Brand Management

The third SMART objective that is relevant within the framework of creating a digital marketing plan for Dupont Pioneer is brand management. The company should be interested in creating and maintaining a certain image in the minds of its customers to remain prominent in the community. For instance, Dupont Pioneer can make the best use of advertisements that are based on the company colors and strong messages instead of focusing on the process of promoting certain products or services (this particular objective can be reached within the time frame of two months – from August 1^st to September 1^st).

The ultimate goal of the company should be worldwide recognition that can be achieved without any further explanation (for instance, meaning that the name of the company could be removed from the logo, but the customers still would be able to recognize it). The combination of these three SMART objectives will help the marketing department in terms of maintaining the existing levels of performance and recognition.

Seven P’s

Product – Dupont Pioneer expects to provide the customers with the new products based on soybeans and sunflower seeds. This P is based on the needs of the customers and the products that are popular in the area. Meeting the expectations in terms of the product mix is one of the key goals of Dupont Pioneer.

Place – Dupont Pioneer has only three warehouses over Russia. On transferring sales model to direct sales it’s needed to build a chain of warehouses closer to customers that can make decrees logistics costs and time of delivery.

Price – when working on the pricing strategy of Dupont Pioneer, the marketers are interested in coming up with a price list that represents good value for customers’ money. The company does not aim at making their products the cheapest on the market. Instead, Dupont Pioneer expects to prove that their products are worth the money that is spent on them and make their customers happy (even though they may pay a bit more than the customers that prefer products of other companies). The main issue is not a stable ruble, the main plan is to “freeze” convertible rate for every three months. One of the ways to improve the pricing strategy is to introduce a difference between online and retail prices (meaning that the former will be lower than the latter).

Promotion – here, Dupont Pioneer is interested in advancing its PR and promotion strategies because how customers interact with businesses has changed critically over the last decade. There is a variety of tools that can be used by the company to increase performance and expand the reach. It is also important to mention that promotion strategies should be able to convey all the necessary information and appeal to the customers’ emotions. The concept of earned media can be used by Dupont Pioneer to trigger numerous reposts, retweets, and other acts of sharing information. By going viral, the company will be able to enlarge its customer base and cover more regions. Therefore, it is important to realize that the concept of owned media should also be taken into consideration. The more owned media Dupont Pioneer will have, the more options will be available to them in terms of marketing and conquering the market: updated website, YouTube channel, Twitter, Facebook. The concept of paid media (pay-per-click, for instance) is the third option that is available for the company. Here, Dupont Pioneer can pay for advertisements that will be oriented to their potential customers.

People – it is evident that Dupont Pioneer is not an exception and seriously depends on the human resources that are currently available within the given region. Therefore, it is critical to find team leaders and managers that will be responsible for maintaining the progress of the organization. The product mix of the company will also be seriously impacted by these decisions like the set of services that are provided by Dupont Pioneer may be changing recurrently.

Processes – here, the core goal is to make sure that the services that are provided by Dupont Pioneer are of the highest quality possible and satisfy customers’ needs. The existing marketing strategy should be based on the supposition that the company’s customers should receive products that are worth the money being spent on them. Also, the management will have to review transportation services and opening new warehouses for better logistics.

Physical Evidence – in the case of Dupont Pioneer, the customers will receive specific seed products that will serve as a “physical product” that validates the relationship between the organization and its clients. The deal between the two actors should be tangible and supported by a set of official documents that certify the purchase and specific Dupont guarantees that are intended to strengthen the customers’ faith in the high quality of the company’s products.

Measurements

Numerous measurement variables can be used by the managers to assess the organizational performance of Dupont Pioneer within the framework of the current project. The first proposition is to launch AdWords promotion of the company’s website and run the process of SEO optimization (see Figure 1). This is going to allow Dupont Pioneer to measure their reach and scalability of their business within the Russian environment.

The instrument that will be used to evaluate the performance of the website is called Google Analytics. It also provides the end-user with the possibility to export a report regarding the website’s performance. The company will also be interested in measuring the number of people that are interested in learning more about Dupont Pioneer. The target market of the company are farmers and agro holdings. Another important variable that will be taken into consideration is the data contained in the forecasts regarding the financial statements of the company. This particular variable will seriously rely on the specifics of the given region.

Another vital area that requires attention from the managers of Dupont Pioneer is the development of a mobile app. In terms of measuring the company’s performance, it will allow the administrators to collect necessary feedback and generate reports that will explicitly showcase the company’s overall level of performance. This application will be aimed to provide both company representatives and customers with valuable statistics. It is also important to save certain information in the system (such as the client’s name, a detailed description of purchases, and the region where the client resides) to generate informative reports. The contacts will be separated via regions so that the company has the opportunity to evaluate the popularity of certain products in different regions. Also, this app can be used in preparing allocations and the possible needs of each farmer. This can be used in the planning of import for the coming sales season.

Based on the customers’ preferences, Dupont Pioneer will be able to develop custom marketing plans for each zone of Russia. The company may also be willing to design vivid and informative brochures and catalogs that will be sent directly to clients. Dupont Pioneer will be able to measure its impact on the number of (loyal) clients and see if their customer base expands owing to the distribution of additional materials. The company may also make the best use of the FAQ that will save customers’ time and critically reduce the load on the employees in terms of customer support.

It may be interesting to see how the introduction of FAQs minimized the number of unsatisfied customers and unanswered questions. The last measurement opportunity that is reviewed within the framework of the current paper is the production of academic textbooks. By doing this, Dupont Pioneer expects to extend its reach and become a well-known company in Russia. The rationale behind introducing this aspect of measurement is the creation of a positive brand image that is going to be beneficial for Dupont Pioneer that is aiming at conquering the Russian market.

Tactics and Budget

To increase recognition and find new opportunities for promoting the company, Dupont will provide webinars for those who cannot attend field Agro academies. Another part of the digital marketing plan that can be useful in terms of measuring the company’s performance is direct news distribution. This will help the company to see which of their customers are interested in reading their latest news and recommendations. The budget of the company will include a 5-month plan focused on its online presence and digital marketing (see Figure 2). Specifically, by the end of the year, the company expects to increase the number of authentic followers on social media by at least 10.000 individuals and other companies.

Marketing is, without a doubt, one of the most important tools in business. It is safe to say that, even if your product is objectively better than that of your rival company, but the marketing is not as effective, it will likely lose the battle for the consumers’ money. Thus, it is crucial to familiarize them with the brand. (Brindle, 2017)

The author of the text describes the functions of marketing and the importance of being customer-centered rather accurately in addition to listing all the skills necessary for successful marketing. Mentioning the benefits of companies being environmentally aware is yet another strong point. There is no question that nowadays the concerns for the environment are higher than ever before and that using them in marketing, while challenging, is a sure way to attract more potential customers.

However, more attention in this discussion should be drawn towards the Internet and its relationship with marketing. In particular, we need to consider how simply “liking” a certain brand on a social network such as Facebook does not make a person more likely to start buying more of that brand’s products or spreading the word about it among their friends. (John, Emrich, Gupta, Norton, 2017) Thus, companies need to find better, more elaborate methods of using social networks for marketing. Also of note is the concern that marketing as a discipline needs to be elevated, i.e., the focus of marketing needs to be shifted from the short-term financial performance and the satisfaction of individual customers towards viewing them as not only customers but also as citizens and improving the standard of living. (Webster Jr., Lusch, 2013) This could be done by distributing responsibilities clearly and being more efficient in dealing with resources. This concern needs to be addressed in the initial work, as the future of marketing is as important as its present.

References

Brindle, F. (2017). The impact of digital marketing disruption on the localization industry. Multilingual, 28(3), 44-47.

John, L.K., Emrich, O., Gupta, S., Norton M. (2017) Does “Liking” Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes. Journal Of Marketing Research, 54(1), 144-155

Webster, F. E., & Lusch, R. F. (2013). Elevating marketing: marketing is dead! Long live marketing!. Journal of the Academy of Marketing Science, 41(4), 389-399.

Predictive Marketing

Predictive marketing is valuable to integrated digital marketing since it supports the utilization of data analytics to monitor consumer behaviors and emerging trends. The collected information guides the best actions and strategies that can yield desirable results. Using such a model, businesses engage in targeting to identify certain segments, groups, and regions to inform them about the intended products or services.

Using the power of analytics, marketers can monitor or predict the lifetime customer value (LCV) to understand the potential benefits of a long-term relationship with a specific buyer. These examples are advantageous because they reduce wastage of marketing resources due to the accuracy involved. Firms and businesses can also guess future developments or consumer behaviors. Additionally, the entire process is founded on mathematical and marketing principles, thereby increasing chances of having a profitable integrated digital marketing.

Implementation

As a marketer, I would implement predictive marketing in my company by identifying the best tools to pursue the agenda. I will begin by collecting adequate data from the selected targets or customers in order to understand their behaviors and future expectations. I can engage in continuous discussions with stakeholders to assign numerous values to the anticipated changes and developments. I will combine this information with the monitored behaviors, purchasing patterns, and overall trends in the wider sector to make accurate data analytics and predictions.

I will collaborate with the marketing and planning department to understand how different customers have pursued their personal goals within the past decade. I will go further to monitor their future objectives and use analytical tools to meet their demands. These attributes will result in a superior marketing model that can eventually make my organization more successful and profitable.

Causal Inference

Digital marketing interventions have the potential to encourage more customers to identify and start buying certain services or products. The concept of causal inference is critical in this field since it makes it possible for the marketer to make valid conclusions regarding the causal connection between an introduced effect and the conditions in which such as occurrence will be recorded.

The person involved will pursue the tool or model to monitor the response of the executed effect variable at a time when there is a change in the cause. This approach is essential because it guides marketers and organizations to draw a wide range of insights or conclusions about the causal connection attributed to the effect and the occurrence conditions. The professional will consider various actions and their effect sizes for successful sales model. Individuals can, therefore, consider the most appropriate marketing mix strategy that is capable of maximizing sales and profits.

From this description, it is evident that causation differs significantly from correlation. The latter examines how two variables or effects determine or predict the anticipated results or information. On the other hand, causation is noticeable when a researcher has identified the presence of a correlation. This term would mean that a specific approach, initiative, or even action has triggered another action, outcome, or event. In the field of marketing, such a strategy is founded on the cause and effect framework.

Actors in this area need to be aware of the terms ad understand how they can apply the concepts within the field of digital marketing to transform their practices and eventually meet the changing demands of the targeted customers. The ultimate aim should be for the leaders to record increased sales or profits.

Business Needs

AutiPal is a project that was created to raise public awareness about autism and foster acceptance and understanding of the diagnosis and people who live with it. One of the major goals AutiPal has concerns establishing a safe and supportive environment for people with autism that will help them unleash their potential and talents (Autipal, n.d.). Unfortunately, people who were born with autism are still rejected by society in many ways because not everyone is eager to communicate with them and give them opportunities to study or work. That is why AutiPal was created – to show that autism is negatively stigmatized and people who live with it are not different from those who do not have it.

Content Marketing

The major business need for the AutiPal project may be formulated in the following way: with the help of digital marketing tools, promote the project online so more people find out about it. The project’s promotion through social media will help more people with autism know about it and engage in it, and the educational content the project posts will raise public awareness of autism. Since social media today are the main way of business promotion, it becomes quite hard for narrowly focused projects such as AutiPal to attract the general audience’s attention. That is why before starting the promotion process, it is necessary to establish the target audience and its conscious and unconscious needs the project may fulfill. This strategy is called content marketing, and its primary focus lies in establishing solid relations with customers through content (7 digital marketing strategies, n.d.). The content published on social media should show the brand’s values and align with its mission and positioning.

The main thing about content marketing the specialists should understand concerns the fact that texts in content marketing should not presume explicit sales but be informational. The content should form people’s loyalty and trust in the brand. Content marketing tools and strategies are applied to form a reliable image of the brand in the media since it is impossible to get rid of the negative stigmatization of autism without a reputation. It is also far more convenient to build up communication with the audience with the texts and other types of content that may be published on social media (7 digital marketing strategies, n.d.) When speaking about the AutiPal project, the possible topics for further articles may concern the commentaries from healthcare professionals on autism, its nature, and its manifestations. Moreover, since the project seems to have a community of people with autism, the marketing specialist may add a rubric in which they will talk about their lives or the difficulties they encounter.

The basic tools of content marketing are the analysis of the existing and desired audience, its explicit and implicit needs, and clearly established values of the brand. Marketing specialists with the representatives of the brand’s culture should also define the brand’s mission and openly show it in the media together with the values (7 digital marketing strategies, n.d.) Then the marketing specialist, with the SMM manager, will develop the content plan for a month or less and will create the content relying on it.

SEO

One more digital marketing tool may be effective for promoting the AutiPal project in the media, especially if we speak about its website. The tool is called SEO or search engine optimization. It may be used in combination with content marketing or separately. SEO is broadly applied in digital marketing, and some specialists even call it the most effective marketing initiative. SEO is a process of website improvement that will help it rank highly in the search engine (7 digital marketing strategies, n.d.) It is aimed at directing more members of the project’s target audience to the website with the help of keyword ranking. For the AutiPal project, the keywords may be a community of people with autism or autism awareness and acceptance. SEO may be used for these word combinations to increase the ranking in search results so that AutiPal will be among the first in the search request.

Differences between Content Marketing and SEO

The main difference between SEO and content marketing lies in the fact that the latter is not always oriented toward increasing search results. Content marketing is more about the value transmission and building up the customers’ loyalty to the brand. SEO may even be called an automatic process that helps increase traffic to a particular website (7 digital marketing strategies, n.d.). However, the differences between these two strategies do not mean that they cannot be used together. Moreover, the adequate application of SEO tools combined with the rightly formulated and transmitted content mission and values may increase the project’s popularity and the level of people’s credit to it.

Other Problems That May Emerge in the Promotion Process

Apart from the digital marketing strategies, there exist other factors that influence the promotion process. They are GDPR, ethics, and competition with international business. Unfortunately, the problem of autism is still banned by many societies, and that is why the AutiPal project will likely experience almost no competition with international business. Moreover, it may even get support from other countries that follow the AutiPal example and start speaking openly about autism. When it comes to the GDPR, it is necessary to mention that AutiPal values its users and do not use their personal data for illegal or unethical purposes and guards the data they transmit. The company respects ethical norms and applies them in communication with the clients. The project itself is strongly connected with ethics since public awareness and acceptance of people with autism one-hundred percent rely on ethics.

Personal Reflection on Skills Needed in Digital Marketing

When speaking about the digital marketing skills and experience I should possess, I think that the university program gave me all the necessary knowledge on content marketing. I can adequately and with respect communicate with the audience to find out its needs and analyze the brand’s policy to establish its values and formulate its mission. I also can write good texts for the different needs of the brand and develop content plans. However, I may need additional training on SEO since this tool is more about ICT technologies, and it may be hard for me to increase the traffic for particular keywords. I will do my best to gain all the needed knowledge to help the AutiPal project become popular in the media and to raise public awareness and acceptance of autism.

References

AutiPal (n.d.). Creating autism awareness and acceptance. AutiPal. Web.

7 digital marketing strategies for your campaign. (n.d.). WebFX. Web.

R.E.T.R.O. Console is an online marketplace that provides game enthusiasts with the chance to purchase console gaming equipment from the 80s up to the present. They can auction or trade their items for sale via the platform, offering a commission to the page’s founder for advertising on the site.

The first issue to focus on involves discerning that SEO optimization includes three aspects: the content to be provided, technicalities, and links to the site. It is important to determine R.E.T.R.O. Console’s domain name, ‘www.retroconsole’, domain history and future purchase status, technical issues related to the marketing strategy.

The company benefits from its target market, gaming enthusiasts. Most of these individuals are well-versed with online payment systems and are unlikely to get hacked. It should use features such as PayPal and Skrill to connect buyers to sellers. Different links would move these individuals to specific pages that sell these items, listing the amount payable and enabling the seller or buyer to post their bid for an item (McCrady, 2021). It would promote dialogue between these parties and allow each person to illustrate their happiness with the deal through a star system. Both parties would also have a comments section to aid future buyers in determining the best seller of an item. It would also ward off unreliable sellers from the platform, further promoting the site’s capacity to match buyers and sellers. The payment option should appear after individuals have agreed on a price while the value is calculated by a bot, indicating the commission owed to the company for allowing sellers to use their platform (McCrady, 2021). Sellers and buyers would have different types of accounts on the site.

Every page should also provide accurate information and mention keywords the buyers and sellers may look for when making deals. For instance, if the item under consideration is a Nintendo NES Classic Edition, its page should contain at least three instances mentioning it seamlessly. While keyword density is important, it is prudent to refrain from including these words without considering their help to the user (Unemyr, 1, 2015). The words should be distributed evenly, one located in the main heading, one in a subheading, and the final within the text. It should also contain high-quality images that individuals can load through a smartphone (medium size 500*500). This is an important aspect that will ensure the company showcases the best images for clothing, custom controllers, and accessories.

Furthermore, the platform should have a high page load speed and optimize images to reflect each item perfectly. It is also prudent to conduct frequent updates once a week to manage security issues and maintain relevant code to thwart possible viruses or breaches that could provide hackers with information on customers (Koda, 2021). Additionally, the platform should inform customers not to reveal sensitive information to anyone. These updates must focus on the content, ensuring it is visible every time the system is updated. It is important to focus on Google and Apple’s algorithm when selecting the best items to present to individuals (Unemyr, 1, 2015). These updates should also maintain at least three keywords in each associated link to increase the chances that a customer will search for R.E.T.R.O Console’s offerings.

It is crucial to manage a paid search campaign internally because of the organization’s size. However, the process would require bots (automation) if sales increased to tens of thousands. R..E.T.R.O Console should consider aspects such as stock issues when making this decision and develop an accurate way to deal with price fluctuations (Kingsnorth, 10, 2019). Despite its relatively new nature, the company should consider automation to reduce monthly ad spending. It is also necessary to determine the importance of hyper-efficiency, reducing the cost per click to induce a larger share of voice-over time. Considering these issues would result in a solid site that continually updates its offerings and tracks relevant metrics to avoid discrepancies due to issues such as price fluctuations.

Finally, developing an SEO strategy requires R.E.T.R.O. Console to attract leads. They should use registration forms to maintain a customer register and communicate about offerings through email (Kingsnorth, 12, 2019). It is important to consider email presentations to attract them and avoid getting listed as spam. Provide relevant information that may attract customers, sending individuals an offer once a month to avoid crowding their email and potentially getting labeled as spam.

References

Kingsnorth, S. (2019). Digital Marketing Strategy: An integrated approach to online marketing (2nd ed.). Kogan page.

Koda, J. (2021). Digital marketing strategy. A G Printing & Publishing.

McCrady, M. (2021). Digital Marketing: The Essential Guide to Low-cost, Successful Content Marketing. Marie McCrady.

Unemyr, M. (2015). Mastering online marketing: Create business success through content marketing, lead generation, and Marketing Automation.

The digital marketing strategy implemented in April 2020 has caused a variety of improvements in terms of effectiveness, including reductions in the bounce rate and increases in session duration. Despite still being high, the bounce rate has been reduced by 6.23% recently, which is indicative of the growing engagement with the company’s web content (Poulos et al., 2020). A notable improvement in average session duration (it has increased by 125%) also points to this positive trend.

One area for improvement refers to the measures to attract new users. As per the analytical report, the number of new users of the company’s website has decreased by almost 18%. To prevent this tendency from affecting marketing results for the following month, is it possible to increase potential new clients’ exposure to the company’s advertisements by establishing partnerships with other prominent businesses selling green goods. Particularly, buying advertising space from the most popular sustainable food blogs or online organic supermarkets can be beneficial.

As for the second opportunity, the content of the website can be variegated to cause further growth in the average session duration. As per the Databox business analytics platform, the ideal average session duration is between two and three minutes, and Sustainable Sips’ result is less than one minute and a half (Albright, 2020). The potentially helpful measures include the increased use of video content on the website and internal links (Albright, 2020). Particular examples are video blog entries devoted to the benefits of reusable bottles and product reviews that would incorporate the elements of popular science.

The third improvement area relates to maintaining the balance between new and returning users. For websites that engage in commercial operations, loyal customers present a critical source of financial growth, whereas Sustainable Sips’ share of returning visitors continues to decrease (Malnik, 2020). It can be helpful to start social media accounts to attract followers or make use of e-mail newsletters, thus increasing former clients’ exposure to news about the business.

References

Albright, D. (2020). Benchmarking average session duration: What it means and how to improve it.Databox. Web.

Malnik, J. (2020). New vs. returning visitors: What’s the right balance & does it even matter?Databox. Web.

Poulos, M., Korfiatis, N., & Papavlassopoulos, S. (2020). Assessing stationarity in web analytics: A study of bounce rates.Expert Systems, 37(3), e12502. Web.

Digital marketing differs from traditional marketing in a variety of ways, ranging from marketing channels to performance effectiveness metrics. Marketing channels present the most obvious dissimilarity – as the name suggests, marketing via digital mode may involve the use of promotional e-mails, online applications, social media accounts, and pop-up advertisements (Lawrence et al., 2018). In contrast, traditional marketing activities rely on older methods, including TV, radio, billboards, printed flyers, etc. (Bala & Verma, 2018; Lawrence et al., 2018). Digital marketing is unique in terms of performance measurement since the calculations of page views and bounce rates are performed easily when it comes to online ads (Bala & Verma, 2018). This information offers valuable insights into the audience’s engagement, but traditional ads cannot be analyzed in the same manner.

The growth of digital marketing has reduced but not destroyed the importance of traditional marketing. Compared to traditional methods, digital advertising efforts are more cost-effective, allow quicker responses to trends, offer precision in targeting, and provide vast opportunities for tracking target clients’ behaviors (Lawrence et al., 2018). However, they do not replace traditional channels since the latter still offer greater exposure to services/products and can create tangible items that clients look through at a convenient time (Lawrence et al., 2018). In the Share a Coke campaign, Coca-Cola achieved success by using both traditional posters and encouraging clients to personalize their bottles online and create social media content using a corresponding hashtag (Vincent & Kolade, 2019). Another example is the Like a Girl campaign by Always, in which the company combined TV ads, YouTube videos, and social media hashtags (Åkestam et al., 2017). Using them, the company promoted a change in thinking about gender differences while reaffirming its market position. In both campaigns, digital techniques were critical to success since they encouraged the exchange of experiences on social media, thus effectively supplementing traditional methods that would not allow such opportunities.

References

Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects.Psychology & Marketing, 34(8), 795-806. Web.

Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.

Lawrence, S., Deshmukh, S., & Navajivan, E. (2018). A comparative study of digital marketing vs. traditional marketing. IIBM’S Journal of Management Research, 3(1-2), 112-121.

Vincent, E., & Kolade, A. (2019). Persuasive communication: Semiotic analysis of “Share-a-coke” advertising campaign. World Journal of Innovative Research, 7(2), 1-6.

The article, “Digital Marketing and the Potential for Financial Growth of Small and Medium-Sized Businesses,” is about how digital marketing is increasingly crucial for identifying, attracting, and retaining clients in an e-commerce environment, especially for small businesses. The article remarks on how a small business could use digital marketing techniques to reach a worldwide audience in a way that is cheap, sustainable, and quantitative. The article emphasizes how small businesses can reach the individuals they want by using digital marketing, where scalability becomes possible, and the business’s influence can expand well beyond the locality (Mitreva et al. 12).

The article highlights the significance of comprehending Search Engine Optimization (SEO) and why it is essential to make a company stand out from rivals by having its name appear first in Internet searches for prospective consumers.

I like this article since, in recent years, digital marketing has become one of the most frequently used contemporary terms. Digital marketing is a trending topic, and studies show that it is the ideal method for business growth. I say this because digital marketing has grown to be a broad term that encompasses all marketing avenues and techniques one might utilize to market goods or services on the Internet and through electronic devices like TVs, cell phones, and electronic billboards (Mitreva et al. 14). Compared to traditional marketing, I see digital marketing as a new endeavor that necessitates new approaches involving customers and comprehending how individuals behave. In my opinion, digital marketing encompasses a wide range of channels that may be further broken down into online marketing initiatives and offline advertisements.

This article relates to my major because as a business student I take classes in digital marketing to develop the skills necessary to leverage the Internet and computing technology for marketing objectives. One of the critical lessons from reading this article is that a balanced strategy for digital marketing involves identifying the two objectives a company must attain, which are attracting visitors and turning visitors into leads. Study or data-driven empathy can also be employed to explore the interest of the business audience. Businesses need to have a robust online presence to survive in modern society, which is another point to take away from this article. Customers will continue spending more money and time online as the pandemic, and economic downturn’s ripple effects continue, so businesses must step up their digital marketing efforts to maintain a competitive advantage.

Digital marketing has many advantages compared to traditional marketing, such as being personalized and measurable and enhancing brand awareness. The three primary components of any marketing strategy should be searched, social media, and business websites. Another important takeaway from this article is that a business must constantly monitor search engine optimization to safeguard its leading role (Mitreva et al. 17).

Businesses frequently cut back on their marketing initiatives and ad spending during times of uncertainty and crisis which is to the business’ advantage. This represents the ideal time to seize and ascend in the ranks, especially for competitive keywords. Focusing on fresh opportunities will offer the business an edge over the competition and investing in SEO now will help the business rank for high search volume keywords in the future. In conclusion, digital marketing is the future of fundamentally successful business operations because it offers excellent contemporary chances for growth and expansion and generates a lot more opportunities by enabling a business interaction with potential customers across a variety of channels.

Work Cited

Mitreva, Mila, et al. “Digital Marketing and the Potential for Financial Growth of Small and Medium-Sized Businesses.” Journal of Economics, vol. 7, no. 1, 2022, pp. 11–18. Web.

The article “Digital marketing capabilities in international firms: a relational perspective” by Wang (2020), is dedicated to the analysis of digital marketing capabilities (DMCs) of a range of companies. Wang (2020) investigates the correlation between the performance outcomes of DMCs and the size and entrepreneurial orientation of a company. The conclusions of the paper are based on the examination of the adoption of digital technologies in marketing in 167 international businesses. The key point of the article is that strong entrepreneurial orientation results in more effective implementation of digital capabilities in marketing. Besides, strong digital capabilities enable small companies to perform at the same level as medium-sized ones and, thus, increase their profit. From this, it could be inferred that according to the research conducted by Wang (2020), in the modern world, firms would be better off applying digital tools in marketing strategies.

The emergence of new technologies and the growth of economic interconnectedness between countries all over the globe leads to the evolution of global marketing and digitalization of it. The utilization of global marketing strategies enables a firm to achieve target audiences worldwide and expand the size of potential consumers. Digitalization is evident in the active use of social media, emails, mobile apps, and websites for the purpose of marketing. From the research conducted by Wang (2020), it is possible to conclude that the more digital tools a company applies in its marketing strategy, the better it would perform and the more profit it would make. At the same time, it is essential not to forget about the importance of a firms leadership in the implementation of marketing strategies. The administration of a company should be a driving force that promotes the application of digital marketing in the global context.

Reference

Wang, F. (2020). Digital marketing capabilities in international firms: A relational perspective. International Marketing Review, 27(3), 559-577.

Digital advertising is a major part of the marketing measures, which accounts for more than half of the spending (“Do search ads really work,” 2017). There are three main forms, such as display ads, social ads, and pay per click (PPC) (“Types of digital ads: PPC search, display, and social,” 2021). PPC is referred to as a method when only clicked ads incur a cost for an advertiser (Sentance, 2018). Estimates claim that digital advertisement will reach 77% of all advertisement efforts (“Digital share of new ad dollars to reach 77% next year, GroupM forecasts,” 2016). Hard-to-find products can be well-suited for PPC advertisements because each click means that the customer is interested in buying them. Seasonal or trendy products are also good for the PPC approach because they are eager to be exposed to the ads, and thus, payment per click is justified. PPC method can be costly, which is why the third category of products are high-margin products, such as cars. The diverse array of products is the fourth category of products, which are well suited for the SEO optimization method because it is related to general term products. In addition, highly specific products can be useful for SEO since there will be little competition in the small niche.

Therefore, some brands or types of products, which gain high margins or are limited in quantity might benefit from PPC because each click leads to sales and profits. However, a diverse array of products, such as jeans, might be better suited for SEO optimization to rank higher within their niche of products. Such an approach will ensure that new customers and customers at the beginning phase of the buying process will be drawn to the ad. However, PPC is more applicable for customers who are already determined to buy certain products. The main reason is that each click should be covered by the sale, and the undetermined customer will lead to losses.

References

Digital share of new ad dollars to reach 77% next year, GroupM forecasts. (2016). Web.

Do search ads really work? (2017). Web.

Sentance, R. (2018). What is paid search (PPC) and why do you need it? EConsultancy. Web.

Types of digital ads: PPC search, display, and social. (2021). Web.