Digital Marketing and Communications

Digital marketing and communication is characterized by the application of the electronic devices such as; computers, cell phones, smart phones, game consoles and tablets among others. It has been noted that stakeholders in digital marketing and communications engage platforms and technologies such as e-mails, websites, social networks, mobile and classic applications (apps). A number of organizations mix traditional marketing and communications channels with modern digital marketing and communications channels. Digital marketing and communication dates back to 1990s, and the concept took a commercial turn in 2000s and in 2010s where digital marketing and communications became sophisticated with constant growth, as the platform create effective systems of interactions among the stakeholders. Digital marketing and communication has facilitated direct communication among the businesses and the consumers, hence creating a competitive advantage and relevance to businesses.

Impact of digital information on online marketing

Digital marketing and communications take a number of forms, there is a pull digital marketing and communications and a push digital marketing and communication model. In pull digital marketing and communication, it is practiced where the target consumers do not seek for the marketing and communication content (Nair & Subramaniam, 2012). This is facilitated by web search optimization, text messages, emails, web feeds, streaming media, blogs, and websites. The users in pull digital marketing and communication have to navigate through the systems in getting the information required. Static content in pull digital marketing and communication is facilitated by a web browser technology (Fill, 2011). One of the common web browser technologies is the Search Engine Optimization (SEO) where target customers find new information on products and special sales within the locality and in the world.

In push digital marketing and communication, the marketers often disseminate messages without the knowledge or the consent of the recipients. Examples are display advertising through news blogs, websites, emails, web feeds and text messaging among others. In the case of the push digital marketing and communication, the target customers do not give permission to the marketers in receiving messages related to the products and services being marketed. Some organizations engage multi-channel marketing and communications that engage both pull and push message technologies. An example of a multi-channel marketing and communications is through use of e-mail campaign involving links, banner ad with marketing and communications content to be downloaded (Geddes, 2012).

Online marketing and communications rely heavily on building relationships, offering direct response to inquiries, content marketing and by offering the target customers with brands worth selling. Online marketing is critical in gathering the latest information on social media trends. Online marketing and communications is also known as internet marketing and communications is characterized with marketing and advertising efforts directed at the application of e-mails and web to deliver direct sales facilitated by electronic commerce (Macarthy, 2013). Electronic commerce is facilitated by the lead sales from emails and websites. Internet marketing and communications are mainly applied in conjunction with the traditional marketing models such as televisions, radios, magazines and newspapers.

Surveys have indicated that specialized areas of online or internet marketing and communications identify with email marketing, web marketing and social media marketing among others. Email marketing and communications are characterized by promoting and advertising marketing efforts facilitated by e-mail messages to prospective and current customer base. Web marketing and communications include affiliate marketing web, e-commerce websites, informative websites, promotional websites, online advertising through the Search Engine Optimization (SEO) and organic search results with SEO (Nair & Subramaniam, 2012). Social media marketing and communications engage marketing and advertising through viral marketing where social networking sites are engaged to facilitate the marketing and communications strategies. Common social networking sites identify with Twitter, Facebook, Digg and YouTube among others.

Surveys have indicated that internet or online marketing and communications has been essential through aligning the decisions made by the target customers to the desire and aspirations of the marketers. Statistics have proven that a significant number of customers engage social media networks, mobile internet and websites in researching on products and services before they make the purchases (Williams, 2013). Most customers are after reviews by previous customers who has encountered the product and also after price reviews before making the final decisions; online marketing and communications has enabled marketers to interact with prospects and customers in building business relationships that facilitate low cost and regular personalized communication, which is a move from the traditional mass communication (Nair & Subramaniam, 2012).

Online marketing and communications facilitate convenience, it has been noted that online marketing is open twenty four hours a day and seven days a week, an indication that the business is open any time irrespective of the day or time. The wide range of choice is offered to the target customers, customers have the freedom of placing orders at their convenient time.

Online marketing and communications cover the whole world, it has no jurisdictions, this is an indication that businesses are able to communicate with the brand in all corners of the world. Marketing and communication barriers related to distance are overcome by online communications (Ryan & Jones, 2012). Online marketing is facilitates selling goods and services in any part of the world without particularly setting building or renting outlets. Online marketing and communications are diversifying and widening the target market, which is a competitive edge to the business owners.

Surveys have indicated that some businesses are engage in export businesses through online marketing and communications around the globe, where a network of distributors are done away with (Ward, 2013). It has been noted that most products offered through online marketing and communications have to be localized to fit the business regulations in the target market and also in making sure that the products and services meets the exact needs and wants of the target customers. Localization is characterized with product modification and translations in meeting the cultural differences in the target market.

Online marketing and communications has reduced the costs of doing business, it has been noted that online marketing and communications are cheap as compared to the physical retail outlets (Fill, 2011). Online marketing and communications are not attached to property maintenance and rental costs hence very convenient and cheap. Online marketing does not require stock to be used as display as in the case of a physical retail store, inventory costs are managed through ordering products and services depending on the orders.

Online marketing and communications are facilitating personalized communication with the target customers, in so doing; marketers are able to know the exact needs and wants of the customers and the changing purchase patterns. Marketers personalize offers to the target customers as a way of building a profile sensitive with the purchasing preferences and history of the target customers (Ryan & Jones, 2012). Web pages are tracked in knowing the products and services preferred by the target customers, which reflects on the interests of the target customers. Information gathered from tracking websites is critical in planning and defining cross selling campaigns targeting at increased sales of the products and services.

Online marketing and communications cultivate business relationships, it has been noted that the internet allows one to one communications between marketers and the target customers; this is critical in maximizing the retention levels of the customers in meeting their exact needs and wants as well monitoring the changes in the purchase patterns (Moore, 2013). The business relationship is facilitated by sending follow ups to the target customers, mainly through e-mails in confirming the transactions and also in thanking the customers for sales. It has been noted that customers are regularly emailed with personalized and special offers that cultivate business relationships (Williams, 2013). Customers are also invited for product reviews in building a sense of online community with similar interests.

Online marketing and communications has facilitated the merits associated with social media as a marketing and communications tool. Surveys have proved the importance of revenue growth through the online platforms and also on the growth of the social networking sites particularly with the young consumers (Roebuck, 2009). Customers are easily convinced by social networking sites, which in return generate increased sales of the products and services. Majority of businesses in the twenty first century has incorporated tools related to the social networking in internet marketing campaigns.

Impact of digital information on marketing strategy

Marketing strategies can be offline or online relating to the digital marketing and communications. Digital information is changing marketing strategies engaged by organizations. It has been noted that marketing practices are evolving with modernization with the rise of proliferation of devices, applications and platforms (Geddes, 2012). The current customer base is after direct communication with business entities. Customers are after being listened to and responded to in the shortest time possible through personalized models. The shifting business environment has presented both opportunities and challenges to marketers (Ward, 2013).

Developing a digital marketing program is influential in assessing the social media networks engaged by organizations and also by the digital marketing strategies that meet the needs and wants of the target customers. It is critical to understand the elements involved in digital marketing strategy in bringing the target customers to the businesses, which is facilitated by the paid search, search engine optimization and online advertising (Ryan & Jones, 2011). Digital marketing strategy will be influential in reflecting on how a brand may be used in cultivating business relationships. Social media networks are engaged in monitoring of customers and data analysis in improving the product and marketing development activities.

Digital marketing strategies are facilitated by the best practices in social media, engaging in content marketing, developing results oriented strategies in display advertising and in paid search, facilitating digital marketing metrics and goals, developing the right online ‘voice’ in supporting the digital marketing strategies and in developing sustainable critical skills in digital marketing strategies (Roebuck, 2009).

Impact of digital information on competitive advantage

Gaining a competitive edge will be critical for the sustenance of the business, it has been noted that digital information is influential in making the difference particularly in this age of digital marketing, considered as an opportunity and not necessarily as an expense. Digital marketing and communications can be used effectively in creating a competitive edge (Chaffey & Chadwick, 2012). Marketers are constantly involved in questions relating to the market trends, marketing fads, social networking sites to be involved and on the number of mobile formats to be used in supporting the marketing among other aspects. Building a competitive edge is realized through identifying the needs and wants of the target customers.

A competitive edge is facilitated by understanding what the target customer wants, where the customers are located so that the products and the services can be delivered in time and in the right format and in understanding when the customers want the products and services; addressing the three critical questions results to outright competitive advantage in the target market (Moore, 2013).

Building a competitive edge can be facilitated by paying attention to the target customers. As competitor marketers face gadget and context explosion, it is wise focusing on the customers in fragmenting the information in usable formats among the target customers. Marketers have to develop content, and then match the content to the device (Ward, 2013). Digital marketers have the responsibilities of addressing the core content and the attached brand image and message. The information is then distributed in the relevant channels depending on context. Customers are engaging in multiple channels, in the same context, building a competitive edge require multi-dimensional applications in capturing the attentions of many customers as much as possible (Baines et al., 2010).

Building a competitive edge can be facilitated through developing deeper engagement of the customers that result to organic growth. It has been noted that online spend per ad has been on the rise, an indication that the internet users has been the rise. Some of the recognized brands are noted to shift their focus to offline budgets as well as in online budgets. The more a company spends on digital marketing, the higher it is for the organization, the gains the company gets from the digital sales (Macarthy, 2013). Digital marketing and communications foster competitive edge to organizations in fostering customer loyalty; building organic growth is spearheaded by referrals and repurchase among the target customers, which is part of communication management.

Customer context is critical in building a competitive edge, it has been noted that marketers are after the location of the business, which matters less to the customers, what is important is the location of the customers (Ryan & Jones, 2011). Customers in the twenty first century want products and services at their doorsteps. Focusing at the timing models of the target customers can build a competitive edge, where customers are encouraged to interact with the business depending on their availability. Competitive edge in the digital marketing and communications is facilitated by being different, being useful and being convenient.

Impact on digital information on consumer behavior process

Consumer behavior process involves the study of groups, individuals and organizations on the processes used by the target market in securing, selecting and in disposing the products, services, ideas and experiences that increase the satisfaction of the target customers (Fill, 2011). Consumer behaviors processes involve behavioral variables and demographics involved in comprehending consumer buying behavior, where the target customer is the user, buyer and the payer. Customer behavior analysis is emphasized through relationship marketing in defining customer relationship management, consumer retention, customization, personalization and issues relating to one-on-one marketing.

Consumer behavior processes are designed in facilitating customer retention and also in attracting potential customers to the business. Customer retention is enhanced through reducing the number of customer defections through developing an inclusive customer relationship (Geddes, 2012). It has been noted that a company’s ability to attract new customers in retaining the existing customers is defined by the reputation of the company in the marketplace and also through the services that the company offers to the target market. The products and services come second after the organization has excellent services and reputation in building a competitive edge.

Identification of different online technologies and its influence

on online marketing process

Online advertising is facilitated through a number of technologies such as; search engine marketing, email marketing, social media marketing, display advertising and mobile advertising. Stakeholders involved identify with publishers, advertisers, advertising agencies and advertising affiliates among others (Baines et al., 2010). Online advertising is ever growing with time; different governments are regulating the market in ensuring genuine practice. Example of online technologies identify with display advertising, Search Engine Marketing (SEM), Social Media Marketing, Mobile advertising, Email advertising, Adware, online classified advertising and Affiliate marketing.

Display marketing is further subdivided into web banner advertising and text ads. Web banner advertising is characterized with trick banners, Frame ads also known as the traditional banner, interstitial ads, pop-ups or pop-under, expanding ad and floating ad. Search Engine Marketing (SEM) is characterized with Sponsored search and search engine optimization (SEO) (Macarthy, 2013). Email advertising is also characterized with chat advertising.

Compensation methods identify with Cost Per Mille (CPM), Cost Per Click (CPC), and performance based compensations and at a fixed cost (Chaffey & Chadwick, 2012). Online technologies have a number of benefits to businesses of the target customers; online marketing process is influenced by costs, measurements, formats, coverage, target and on the high speed.

Alongside the benefits attached to the online technologies, there are a number of negative influences on the target market. Some of the common concerns identify with banner blindness, technological variations that facilitates ad-blocking, heterogeneous customers and anti-targeting technologies (Moore, 2013); other concerns are based on privacy concerns, spam and trustworthiness of the marketers among others. Different governments have responded to the negative influences through developing standardized delivery methods and in regulating data and privacy collection (Fill, 2011).

The online marketing process has facilitated revolution of the traditional marketing with a touch of modernity. The online marketing process involves communicating value attached to the products and services to the target customers, with the sole purpose of selling and also satisfying the needs and wants of the target customers. The online marketing process is connecting businesses with the needs and wants of the society, which is facilitated through effective business relationships and also through exchange processes. The target markets are chosen through market segmentation, market analysis, offering distinctive products and services and in understanding the customer behaviors (Baines et al., 2010).

Online marketing processes is concerned on capturing marketing insights, building strong brands, connecting with the target customers, communicating and delivering value, shaping issues relating to market offerings, creating sustainable businesses and in developing marketing plans and strategies. Marketing concepts in the earlier decades focused on product orientation, selling orientation, holistic marketing orientation and marketing orientation (Chaffey & Chadwick, 2012). Contemporary approaches focus on relationship marketing, relationship management, industrial marketing, business marketing, societal marketing and branding.

In conclusion, digital marketing and communications has changed the ways businesses operate, the model is creating a competitive edge if engaged in the right model. It has been noted that businesses are engaging digital marketing and communications; in diversifying business operations, the product concept depending on the target market, the selling concept depending on the needs and wants of the target customers, the marketing concept is changing with online technologies and the holistic marketing concept is engaged in building a competitive edge. Marketing has diversified to internal marketing, relationship marketing, and social responsive marketing and to integrated marketing among others.

References

Baines, P. et al. (2010). Marketing . Oxford: OUP Oxford.

Chaffey, D. & Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice. London: Pearson.

Fill, C. (2011). Essentials of Marketing Communications. Upper Saddle River, New Jersey: Financial Times/ Prentice Hall.

Geddes, B. (2012). Advanced Google AdWords. Hoboken, NJ: John Wiley & Sons.

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