Factors Favoring Digital Marketing - Essay Example

Introduction Digital marketing can be defined as a process through which products are promoted via the use of the electronic media. Many organizations apply as strategy within the organization because it allows marketers to analyze the outcomes of a marketing campaign conducted to promote a product or brand. Moreover, digital marketing helps in pointing out to areas which were not effective in the campaign. Contrary, digital marketers can be described as individuals who are tasked with monitoring the flow of things related to marketing process and by the use of internet. The internet is the most effective form of digital marketing since globalization has forced people to acquire internet skills which they use for different purposes and almost on a daily basis. However, digital marketing can be conducted through other channels like using wireless text messaging, instant messages available in mobile phones, televisions and numerous radio channels. Factors favoring digital marketing Marketers nowadays have advanced their knowledge and expertise because of the nature of digital marketing. Digital marketing allows marketers to apply strategies in promoting brands and products to match the behavior change of consumers. An example is that when it comes to the purchase of newspaper, consumers are developing an attitude of purchasing it online than buying its hardcopy. This is made possible by the availability of portable mobile devices which renders the reliance on things like hardcopy of newspaper to become less. The cost if digital marketing has also promoted its growth as compared to the use of traditional sources. An example is that in the past, marketer was forced to incur heavily in traveling expenses and related costs of placing an advert in the television or on the newspaper. However, this is not common to digital marketing where marketers and business owners can create advert to be viewed by millions around the world without spending heavily in the process (Financial Times Lexicon., 2014). Implications and opportunities caused by the shift from desktop computers and laptops to more portable devices Mobile devices and tablets have been of extreme assistance to marketers because they have enabled them to give exposure to their brands or products and to connect with their targeted audience who are living in remote areas. This is because tablets and mobile phones have a network coverage that is available in all locations within the country unlike certain desktops and laptops that are not owned by a majority of the people (Harden& Heyman, 2009). Digital has evolved to include online in its process because nowadays it is defined as the process of reaching out to customers through the internet in whatever places they may be located or stationed. Traditional Search Digital marketing via mobile devices and tablets has forced marketers to make more effort using these devices because for an advert posted by a marketer to be shown at the top, the marketer must be among the list of those relevant to user’s search. This is because Google as a company has optimized the features of the tablets and mobile devices. The use of a mobile phones allows user to locate his or her mobile phone in case it gets lost through a device known as GPS. The device makes use of the mobile network to determine the location of the mobile handset. An example is that in scenario where a user switches off his mobile device and it disappears, it will prove difficult to locate since there will no signal indicating the current location of the phone. Marketers also use different mobile devices to conduct searches which are sponsored in the Google website. The use of mobile devices forms a large percentage of the total searches made by individuals through the Google website. They find it easy to search because by dialing the first letters of the search word, the word automatically displays for them on the screen. This makes it easy for markers using mobile devices as they only have to type the first letters of their search and the search word is automatically displayed on their screen. Website Design The use of desktop or laptops can not allow for websites being cut in order to fit the screen. Contrary websites designed and integrated in mobile phones have over the years developed same as connection speeds the internet. They nowadays have the ability to show full websites of different sites by constantly pressing at the zoom element and either increasing the size or reducing the size to fit into your mobile devices. In addition, the use of the devices have forced manufacturers to redesign mobile and tablet devices which has the capacity of optimizing the screen into a smaller size in order to enables websites used in these devices to resize and accurately fit into the devices. An example is the iPhone mobile device in the market that allows users to access the features stated (Newsroomfacebook., 2014). Ecommerce In the past, mobile phones and tablets were not being considered as avenues where ecommerce business could be conducted. This was because the technology behind their production was not advanced hence was accompanied by several limitations. However, a shift towards their use has greatly promoted ecommerce because now individuals are able to purchase products in different location without physically being there. Moreover, marketers have also benefited from ecommerce activities now available at these devices as they also able to sell or advertise their products via the devices. Marketers with the latest technology integrated in the devices spends a lot of time making searches, marketing or selling their products to online customers. They also enjoy the benefits of a responsive website design which makes their experience of the devices beautiful and addictive. Tablets and mobile devices also support an effective communication as the manufacturers have focused in improving the quality of activities being handled by the devices. Social Networking The use of mobile and tablet devices have greatly promoted social networking. Social networks are flooded by different and many users. Due to the fact that mobile devices and tablets are more portable, a lot of people are able to access the social networks via their use in different situations and circumstances. An example is that the launch of the iphone was planned that it would turn out to be a marketing tool for a business. Moreover, owners of social networks have introduced features which allow business to communicate with their users via social sites. The features have allowed individuals more so marketers to be specific to communicate with their clients on social networks, share new trends, update on the lattes product or brand available in the market. In addition, response can be received immediately because after posting a message by a user, it is immediately viewed by the targeted audience at the same time. Also, cyber crime has seen many accounts and sites compromise, but the availability of the mobile devices and tablets has allowed individuals to constantly monitor their accounts or websites. Email  Email marketing could be the effective ways which products and services were promoted to the customers. Because of the efficiency of the emails in delivering messages, most marketers and business individuals using it as a means of communication and marketing finds it easy in promoting their business for various purposes which at the end leads to success. However, problems emerged from the use of email because it was cheap and a lot of individuals were using it for various purposes. However, new policies which assist in the fight of spamming databases have been introduced to help solve the issue which has been a major problem to most accounts. Mobile devices and tablets use have encouraged the rise and use of email marketing because they are designed to provide a full HTML email support technology which notifies the user of any incoming messages wherever they are hence enabling them to protect their accounts from spasm messages. Moreover, mobile devices and tablets have further promoted email marketing by allowing the user to be as creative as per one’s interest. An example is that the email was invented before the mobile phone making it the most popularly used mode of communication and channel of promoting brands and products. However, cyber crimes late mad the device ineffective as emails were being hacked into and information stolen. More mobile, less desktops and laptops A shift from desktops and laptops to mobile phones will lead increase the use of mobile phone. This will impact companies which are producing desktops and laptops as the demand for the products in the market will be reduced. On the other hand, digital marketers will be presented by an opportunity because they will have new platform through which they will be attracting new clients with the marketing tactics (Mbusa, 2014). The interactive consumer The shift will also affect consumers as they will be empowered by the different amalgamation of mobile, social and video payment, the consumers will be using their mobile and tablet devices to continue with the work of co-creation by sharing, influencing and solving ideas they come across in the contemporary environment (United States., 2001). Digital Marketers will be faced with much greater implication due to the emergence of the highly informed consumer, improved internet connections of the devices and proliferation of smart devices. This is because new advertising strategies will be created and they will be solely based on mobile devices and tablets. Therefore, marketers will work to maintain their marketing roles because consumers will use their mobile devices and tablets to promote various brands through such tools like the social media by sharing their moments of experiences. Marketing brands Additionally, the shift will also lead to the development of an open marketing strategy. This will enable digital marketers to create loyalty of customers towards their brands. This makes it easy to gain individuals who are prospective customers to follow their updates regarding their products and brands via social tools like face book and twitter. The result of this is that markers are able to promote their brands and share their ideas with individuals who follow their updates and views in the social network tools (Harden & Heyman, 2009). Big Data starts to yield returns A large demand of mobile devices and tablets in the market normally leads to a wide use of data or network. This in turn avails a variety of new information of products and subjects on the internet as many individuals are participating by posting their ideas and experience in the internet (Franks, 2012). Therefore, digital marketers are greatly rewarded as they have unlimited source of valuable information because of the numerous interactions and sharing of ideas which is initiated by the shift to use of portable devices. Digital marketer will be able to determine the behavior of various customers hence generating or raising awareness of their desired brands to the customers in the market (Goodwin, 2011: 85). Major advertising industry disruptions The wide shift to the use of mobile devices and tablets will affect the normal operations of the advertising industry because digital marketers wills be forced to use devices which allows the use of technologies and features preferred by a majority of their targeted users and audiences. In addition, they will be expected to notify their targeted customers and consumers through various channels to make them use the latest trends of mobile devices and tablets in the markets so as to enhance their ease of communication with one another (Percival, 2013: 325). The sector that will carry the impact of the shift in use of desktops to mobile devices will be retail sector as they will be forced to present to their customers the latest brands in the market (Jaffe, 2005: 43). Spending The shift to tablets and mobile devices from desktops and laptops has affected the shopping tendencies of buyers. An example is that in America consumers have been influenced to purchase more tablets which care slightly expensive that mobile devices. A total of fourteen billion is spent on the purchase of tablets while ten billions spent for purchasing mobile devices. The preference of tablets is that consumers have developed certain behaviors like using tablets while doing shopping and the slightly bigger screens makes shopping an interesting experience because they are capable of moving objects by zooming or dragging items or products into their cart. An example is that most clothing located abroad is promoted by digital marketers and transactions are made via the use of mobile devices which is readily available to consumers than the desktops or laptops which are not highly portable. The wide use of mobile devices is a result of new features which makes users loves their experience while using the devices for various purposes. An example of the features which has led to the wide use is the invention of Amazon.com and eBay which are majorly used by users for shopping purposes and allowing marketers to create simple sites where they advertise their products and different brands. Moreover, when as the changes towards the use of mobile devices and tablets continues to occur, behavior patterns of consumers and users will change as innovation will allow the creation of new features which will please theme as they will find it easy to use and enjoy the use of other applications. An example is that they will find it effective to make adverts for their products through such devices like the iPad Mini. Trends in Digital Marketing The shift from using desktops and laptops to using mobile devices and tablets has led to new trends for digital marketers. This has led to the growth of all businesses or service providers who in an attempt to promote their different brands and products have developed websites which are used for the purpose of attracting customers. Availability of social tools has also encouraged this as the process of digital marketing process is now enhanced with the availability of information and connectivity of audiences. Mobile devices and tablets enabled marketers and users to get new updates about their brands or products by regularly following the updates made by targeted audience hence helping them to restructure their brands and products to be in accordance to the preferences of the consumers. An example is that many mobile companies are coming up in the market with different mobile features which gives them the brand recognition known by the consumer (Mortimer, Brooks, Smith& Hiam, 2009). Conclusion In conclusion, over the years online marketing has been growing over the years especially for digital products like mobile devices and tablets among others. Many digital marketers have thus seen the shift in trend as an opportunity to promote their brands while maximizing their profits. The result of this is that major companies offering telecommunication services have invested a lot into the sector of mobile industry due to the market created by the demand and use of mobile devices and tablets. Moreover, the patterns of communication used by marketers have also improved tremendously because of the high number of users caused by availability of variety in features of mobile devices and tablets. Moreover, the traditional media is struggling to stay in the race of competition by the emerging new trends of portable devices availed to consumers in the market. Thus, the traditional media is now transformed because of the rise of social Sites leads to favorable competition in area that is dominated by use of mobile devices and tablets. The shift has pushed majority of individuals to use mobile devices and tablets because of the few available features found in them. The features make communication easy and simple leading to entertainment at whatever time or place they are using the devices or tablets. The emergence of mobile devices and tablets has been supported by the emergence of social networks which have been central to their use within the continent. The shift towards use of mobile devices and tablets have further resulted to profits and losses to digital markers because as they have been able to acquire new information to aid in their businesses and at the same time suffer losses related because of the shift. An example is that the shift has disrupted their normal working programs. Bibliography WIND, Y., & MAHAJAN, V. (2001). Digital marketing global strategies from the worlds leading experts. New York, J. Wiley. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=117489. KOTLER, P. (2013). Marketing insights from a to z 80 concepts every manager needs to know. Hoboken, N.J., Wiley. http://rbdigital.oneclickdigital.com. ZARRELLA, D. (2010). The social media marketing book. Beijing, OReilly. http://proquest.safaribooksonline.com/9780596806576. CARTER, B. (2011). Digital marketing for dummies. Chichester, John Wiley & Sons. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=712129. PASQUA, R., & ELKIN, N. (2013). Mobile marketing an hour a day. Hoboken, N.J., Wiley. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&A N=531677. GOODWIN, K. (2011). Designing for the Digital Age How to Create Human-Centered Products and Services. Chichester, John Wiley & Sons. http://www.msvu.ca:2048/login?url=http://www.msvu.eblib.com/patron/FullRecord.aspx ?p=706506. HOSPITALITYTECHNOLOGY. (2013) . Earl of Sandwich Uses Mobile to Accelerate Word of Mouth Marketing. Retrieved March 15, 2014, from http://hospitalitytechnology.edgl.com/news/Earl-of-Sandwich-Uses-Mobile-to- Accelerate-Word-of-Mouth-Marketing87217 MBUSA. (2014). Mobile Applications. Retrieved March 15, 2014, from http://www.mbusa.com/mercedes/mobile/applications JAFFE, J. (2005). Life After the 30-Second Spot Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising. Hoboken, John Wiley & Sons. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=232644userid=^u. FENWICK, I., & WERTIME, K. (2013). Digimarketing the essential guide to new media and digital marketing. Hoboken, N.J., Wiley. http://rbdigital.oneclickdigital.com. BUGHIN, J. AND VETVIK, J. (2010). A new way to measure word-of-mouth marketing. Retrieved March 12, 2014, from http://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of- mouth_marketing CUSDEN, M. (2013). Top 10 Benefits of SMS Marketing. Retrieved March 17, 2014, from http://www.simplycast.com/blog/top-10-benefits-sms-marketing/ FINANCIAL TIMES LEXICON. (2014). Definition of Digital Marketing. Retrieved March 18, 2014, from http://lexicon.ft.com/Term?term=digital-marketing GUNNERIES, S. (2013). 5 SEO Tips to Increase Image Search Traffic Learn How to Optimize Images the Right Way and Grow Your Audience. Retrieved March 18, 2014, from http://weblogs.about.com/od/searchengineoptimization/tp/5-Seo-Tips-To-Increase- Image-Search-Traffic.htm NEWSROOMFACEBOOK. (2014). Key Facts. Retrieved March 17, 2014, from https://newsroom.fb.com/key-Facts MORTIMER, R., BROOKS, G., SMITH, C., & HIAM, A. (2009). Marketing for dummies. Chichester, West Sussex, Wiley. http://www.contentreserve.com/TitleInfo.asp?ID={D493DF46-EC33-46C4-BE6E- 598CB7241C68}&Format=50. PERCIVAL, J. (2013). HTML5 advertising. Berkeley, CA, Apress. http://dx.doi.org/10.1007/978-1-4302-4603-9. FRANKS, B. (2012). Taming The Big Data Tidal Wave Finding Opportunities in Huge Data Streams with Advanced Analytics. Hoboken, John Wiley & Sons. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=821898. HARDEN, L., & HEYMAN, B. (2009). Digital engagement internet marketing that captures customers and builds intense brand loyalty. New York, AMACON. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&A N=251064. UNITED STATES. (2001). The future of the interactive television services marketplace: what should consumers expect? : hearings before ... 106th Congress, 2nd session, September 27 and October 6, 2000. Washington, DC, U.S. G.P.O. Read More