The Implications and Opportunities for Digital Marketers - Coursework Example

Mobile devices and tablets now represent a significant percentage of use of the internet. As consumers shift from desktop computers and laptops to more portable devices, what will be the implications and opportunities for digital marketers? Use both data and examples Executive Summary This essay mainly highlights the importance of portable devices in this age of competitiveness as compared to personal computers and laptops. Along with this, it also describes the reasons for which, maximum extent of the entrepreneurs prefer the utilisation of portable devices as compared to personal computers and laptops. Moreover, the ways by which, the transition from personal computers to portable devices affected the digital marketers or individual of this age. Other than this, it also includes a specific judgment or outlook entirely based on the analysis of the paper, that which is the best option for the marketers or millennial of this era. Table of Contents Executive Summary 2 Introduction 5 ‘Why the world changed, the internet in the pant trousers’? 5 Discussion 6 Why millennial are addicted towards portable devices? 6 How do millennial use these portable devices? 7 How the characteristic features of millennial changed in this age? 7 Features that attracted the millennial or marketers or entrepreneurs 8 Usage of which portable device is more influential: mobile or Tablet? 9 The sites that proved effective for millennial and marketers 10 Opportunities that marked the improvement of digital marketers 11 Statistical graph showing reasons for usage of smart phone or tablet activities 12 Analysis 13 Why millennial or marketers use internet in portable devices rather than personal computers or laptops? 13 Findings 14 Opinion describing the reasons for transmission from PC or laptops to portable devices 14 Conclusion 15 References 16 Introduction ‘Why the world changed, the internet in the pant trousers’? In this age, maximum extent of the individual desire to keep the internet access in the trousers of their pants. This took place due to the introduction of microchip in the year 1959 that enhanced the rise of powerful portable devices. Apart from this, due to the introduction of varied types of social networking sites and apps introduced by Google or Apple also fascinated almost 7 billion laptop users and 1.5 billion desktop users towards the portable devices like smart phones and tablets. Moreover, due to the quicker and faster internet facilities, almost 90 percent of the professional employees tried to use portable devices (iphone and tablets) for working purposes in the year 2013 -2014. Due to which the demand for the portable devices enhanced to a significant extent as compared to personal PC and laptops. Other than this, a wide range of customers of this recent age refer portable devices such as mobile phone or tablets as the centrepiece of their life style. Without which, they may not think of their life, as the portable devices helps them to remain closely connected with the social world. As a result, the individual might easily get informed with all sorts of information and changes that is taking place in every now and then. For example: seasonal discounts in apparels for males and females that enhanced the total sale of the product lines of various brands. Such type of discounted advertisements might be easily viewed by the interested customers that may increase their profit margin and productivity. However, improvement in the total sale of the products or services took place mainly due to rapid unprecedented transformation towards portable devices such as mobiles and tables. This essay mainly highlights the reasons that provoked the customers towards portable devices rather than PC or laptops (Han & et .al. 2012, pp. 123-134). As well as the opportunities faced by the digital marketers in this age. Discussion Why millennial are addicted towards portable devices? The millennial in this age are highly addicted towards portable devices like smart phones and tablets so as to remain connected to social media at every point of time. Moreover, a huge percentage of youths desire to spend a huge amount of time in purchasing varied types of products through the portable devices. This is because, the cost of internet in these portable devices is extremely cheap and easy and so maximum extent of individual prefers it rather than transitional devices like PC or laptops (Han & et .al. 2012, pp. 223-234). Other than this, numerous individual desire to spend time in playing games, entertainment, news, productivity etc so as to reduce the level of boredom as presented in the below figure: (Source: Digitalclaritygroup, 2012) Mobile and tablet usage activities Almost 65 percent of the individual use mobile or tablets for serving web as compared computers Almost 6.5 percent of the consumers use apps in the entire day Almost 80 percent of the consumers spend time in social networking sites Due to these above mentioned reasons, the millennial of this recent age are extremely crazy for portable devices rather than personal computers and laptops. How do millennial use these portable devices? The millennial of this age use portable devices such as mobile phones and laptops mainly to enhance their level of information and skills. This might be possible only by serving various sites on web that may improve their knowledge. With the help of internet on mobile phones or tablets, the level of education or e-learning facilities might also be enhanced. For example: In South Africa, almost 250 schools, personal mobile phones are used as a media to solve the problems of mathematics with the help of ‘Nokia Mobile Mathematics’ (Nokia, 2014). Moreover, it might also be used as a medium by the marketers or entrepreneurs to communicate with its consumers, regarding varied new features of the products or services. By doing so, the rate of demand of the product and services of the organizations enhanced to a considerable extent resulting in amplification of its profitability and brand image. Due to the improvement of the total sale, the level of dominance of the organizations or brands enhanced that reduced the threat of new entrants or substitute products. Therefore, due to this information the use of portable devices increased in the market as compared to other devices (Joosten, 2012, pp. 323-334). How the characteristic features of millennial changed in this age? Now a day, maximum extent of the millennial desire to use internet so as to remain up-dated in varied activities or sites such as social networking sites, voice calls, sms, emails etc as presented below. Apart from this, numerous fashion crazy individual desires to serve the sites of various branded organizations in order to access the discounted rates. By doing so, the ranking of the sites of the brands also enhanced to a significant extent that may improve its visibility in Google (Sarmiento & Lopez, 2011, pp. 434-444). Other than this, due to the use of use of mobile or table internet, the level of instant feedbacks enhanced that improved the prosperity of the organizations. Moreover, due to extreme use of social networking sites, numerous brands may easily reach a huge range of customers there increasing its portfolio and brand value in the market. (Source: Digitalclaritygroup, 2012). Therefore, due to the presence of various above mentioned features, the demand of portable devices enhanced to a significant extent as compared to traditional devices such as desktop and laptops. Features that attracted the millennial or marketers or entrepreneurs In this age, smart phones and tablets are the most essential requirement of the individual, engaged in professional duties or residence. This is because, almost 90 percent of the individual desire to access the social networking sites such as face-book, twitter, google+, make voice calls, emails and text messages. Apart from this, varied other apps are always downloaded in the portable devices in order to enjoy its essence such as gaming apps, whether apps, news apps etc. Moreover, as the speed of internet is extremely high in portable devices such as mobiles and tablets, so the intensity to download varied apps is also extremely good (Sponder, 2011, pp. 545-565). However, such type of internet facilities is not available in destock or laptops, so the level of preference of the individual over the portable devices is extremely high. This acted as a boon for these organizations thereby enhancing its total sale and brand value in the market among others. (Source: Digitalclaritygroup, 2012). Presence of apps proved extremely worthy for the digital marketers that amplified its prosperity and market share among others. This is mainly due to the intensity of reaching a wide range of customers within a small period of time frame that amplified its supremacy and dominance of the entrepreneurs. So, the above mentioned apps are extremely effective both for the entrepreneurs and millennial. Usage of which portable device is more influential: mobile or Tablet? The usage of smart mobile phone is quite high as compared to tablets. This is mainly due to high ubiquitous access. This means that, the mobile devices owners do not need to face the trouble of networks or power. At any point of time, the mobile device owners might access varied types of apps or sites such as gaming app, whether apps, social networking or yahoo sites etc to gather various information. Moreover due to network coverage problem, the speed of internet varies from time to time and space to space. As a result, each and every individual may not enjoy the values of different sites (Vermaat, 2014, pp. 556-568). Other than this, in case of smart mobile phones, the individual may easily access different sites as compared to tablets as presented below. Due to these facilities, the level of preference over mobiles is extremely high as compared to other devices such as desktops and laptops as presented below: (Source: Digitalclaritygroup, 2012) Other than these above mentioned causes, mobile phones are more preferred than laptops in this age, as it is extremely slick and handy in nature. Moreover, it might be carried very easily from one place to another without any sort of problems, such as huge weight, size etc. Due to these characteristic features, the demands of mobile phones are more widely used as presented in computers and laptops. The sites that proved effective for millennial and marketers Google, face-book and yahoo are the prime three sites that are highly preferred by all. This is because; these sites might be used to gather and share varied types of information and facts with others. Along with this, these sites might also be used to create and enhance the relationship with numerous other friends or co-partners. By doing so, the level of opportunities for the individual might get enhanced and interpersonal relationship may enhance the profitability of a brand in the market. By doing so, the rate of uniqueness and dependency of the entrepreneurs or the organization might get enhanced within the minds of its target customers. Furthermore, with the help of social networking sites in marketing, the range of customers might get increased that may enhance the rate of sustainability and competitive advantage of the brand or organization among other rival players. Moreover, with the help of social networking sites, the rate of queries of the customers might be easily resolved that may enhance its level of loyalty and trust (Vermaat, 2014, 887-913). Other than this, as the millennial may easily access the emailing sites, so the replays or feedbacks may be easily presented. This might reduce the chance of threats or challenges. Other than this, varied types of game sites might be easily downloaded so as to reduce the mental stress or boredom of professional duties. Apart from this, the site of Google is also used by marketers to attract bright candidates for their organization in order to amplify its productivity and brand value. For example: in order to recruit experienced sales managers, the organization of Sony presented a vacancy list in Google. It is done in order to improve its position and demand in the market. So, the above mentioned sites are extremely in this age of extreme competitiveness. Opportunities that marked the improvement of digital marketers The introduction of social networking sites such as face-book, twitter, LinkedIn proved extremely effective for the digital marketers in this age of competitiveness. This is because; almost 98 percent of the millennial and 95 percent of the general users access social networking sites from mobile phones and tablets. Such type of mobile marketing or mobile accessibility became more easy and simple due to the presence of mobile apps. Other than this, due to the presence of iOS and Android operating systems, the accessibility of social networking sites became more easy for the marketers and millennial as well. As a result of which, the rate of online shopping enhanced with significant leaps and bounds that improved the profitability and brand image of numerous brands and organizations. Other than this, due to the introduction of E-commerce sites, almost 85 percent of the interested customers try to compare the prices of the products of various brands. Numerous individual try analyse the feedbacks of the customers through E-commerce sites or social networking sites. As well as varied types of online sites, are also accessed by the interested customers in order to identify the type of discounts or coupons available with the required brands or organizations. This proved extremely effective for the entrepreneurs and customers thereby amplifying its portfolio and profit margin (Jostens, 2012, pp. 598-612). Thus, mobile shopping became increasing popular in the entire globe due to the presence of varied types of mobile apps. Therefore, the presence of online access in the hands increased the intensity of online shopping and opportunities of the entrepreneurs or digital marketers. Statistical graph showing reasons for usage of smart phone or tablet activities Thus, from the graph it might be easily analysed that smart phone or tablets are widely used for shopping or marketing purposes as compared to others. However, the traditional devices such as personal computers or laptops may not serve this purpose. This is because; in mobiles or tablets varied types of apps might be easily downloaded in a very short time as compared to previous devices such as desktop and laptops. As a result, the rate of profitability of the organization or brands enhanced to a significant extent in this age that improved its market share and equity. Due to which, introduction of mobile or tablet internet proved extremely worthy for the digital marketers or brands thereby amplifying its distinctiveness and position among others. Analysis Why millennial or marketers use internet in portable devices rather than personal computers or laptops? In this age, sustainability is extremely essential for any organization, operating in any segment. This is because; the level of entrance for new players is extremely high in maximum segments due to low economies of scale such as fruit juice market. Due to which, maximum extent of the marketers desire to access the social networking sites such as face-book or twitter at any time of the day so as to offer up-dated information to its customers. Only then, the organization or the marketer might become possible to retain its image and profitability in the market among many other rival brands. However, in order to do so, they need to access the portable devices rather than traditional devices such as desktops and laptops. This is because of various reasons presented below: High access to internet facilities: maximum extent of the millennial or marketers desire to use portable devices such as mobiles or tablets as compared to personal computers and laptops. This is mainly due to high access to internet facilities in portable devices. Cheaper cost of internet in mobile or tablet than PC: the cost of internet is quite less in portable devices such as mobiles or tablets as compared to PC. Due to which, the intensity of usage of portable devices such as mobiles is extremely high. This enhanced the demand of portable devices in this age of competitiveness. Easy to access social networking sites: the markets or entrepreneurs might very easily access the social networking sites in portable devices such as mobiles or tablets as compared to personal computers or laptops mainly due to wider network coverage facilities. Due to which, the demand of these portable devices enhanced to a significant extent among the marketers or millennial in this age of extreme competitiveness. Portable devices are faster than personal computers: the marketers or entrepreneurs use portable devices as it is quite faster than personal computers or laptops. So, portable devices are highly preferred by both marketers or millennial in order to offer up-dated information or to present the feedbacks (Jostens, 2012, pp. 289-312). Therefore, due to these above reasons, maximum extent of the millennial or marketers crave for portable devices rather than PC or laptops. Moreover, as the portable devices requires very small space and may be accessed at any point of time rather than PC or laptops, so it is highly preferred by all. Findings Opinion describing the reasons for transmission from PC or laptops to portable devices Now a day, most of the individual are busy in their professional life. However, in order to reduce their boredom, they try to serve the social media sites, emails or gaming apps. But it might be accessed only if the network facility is extremely high along with battery back-up facilities. However, this may not be possible in personal computer or laptops but quite probable in portable devices such as mobiles or tablets. This is because, in these portable devices, internet facility is extremely high as compared to PC or laptops. Other than this, personal computers or laptops may not be carried from one place to another easily but portable devices may be transferred very easily. Due to which, maximum extent of the individual prefer portable devices rather than PC or laptops. Moreover, the internet accessing facility is extremely high in portable devices rather than personal computers or laptops (Sarmiento & Lopez, 2011, pp. 634-645). This is another noteworthy reason for which, the demand of portable devices is increasing day by day in the entire globe as compared to PC and laptops. Apart from this, as the portable devices are extremely fast than the personal computers or laptops, the fascination of portable devices or mobile is enhancing. Due to which, the total sale of the smart mobile phone and tablets is also increasing with a significant extent as compared to personal computers and laptops (Digitalclaritygroup, 2012). Furthermore, the portable devices such as mobile phone or tablets comprise of varied types of apps due to the presence of iOS or Android operating systems. Due to which, the individual might easily access any sort of shopping or gaming sites at any time of the day. So, after analysing and evaluating the facts in the above mentioned paragraphs, it might be depicted that the use of portable devices is better as compared to personal computers or laptops in this age. Conclusion Conclusively, it might be depicted that the demand of portable devices is increasing as compared to personal computers and laptops mainly due to its features. The facility to download varied types of apps such as gaming, social networking shopping etc acted as a catalyst for the portable devices that amplified its demand as compared to personal computers and laptops. Other than this, as the portable devices might offer better accessibility to internet and also at a very low cost. Due to which the entrepreneur or individual desire to purchase the portable devices as compared to personal computers and laptops. Other than this, as the portable devices might be carried easily from one place to another, so the demand of portable devices is enhancing at a rapid pace as compared to personal computers and laptops. Moreover, as the internet accessed in portable devices is quite low as compared to personal computers so it is highly preferred by the individual in this age. This proved extremely effective for the digital marketers as well as the entrepreneurs to enhance its total sale and demand in the market among others. References Digitalclaritygroup, 2012. ‘Understanding the Mobile shift’. [Online] Available at: http://digitalclaritygroup.com/wordpress/wp-content/uploads/2012/12/DCG-Insight-Understanding-the-Mobile-Shift-Nov-2012.pdf [Accessed on 10th April, 2014]. Han, H, Y. & et .al. 2012. Ubiquitous Information Technologies and Applications: CUTE 2012. John Wiley & Sons. Joosten, T. 2012. Social Media for Educators: Strategies and Best Practices. New York: Springer. Nokia, 2014. Momaths. [Online] Available at: http://momaths.nokia.com/ [Accessed on 10th April, 2014]. Sarmiento, S, A. & Lopez, M, E. 2011. Multimedia Services and Streaming for Mobile Devices: Challenges and Innovation. New York: Springer. Sponder, M. 2011. Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics. London: McGraw Hill Professional. Vermaat, M. 2014. Enhanced Discovering Computers. London: McGraw Hill Professional. Read More