Digital Marketing Presents Opportunities and Challenges to Organizations - Research Paper Example

? Digital marketing presents opportunities and challenges to organizations. Table of Contents Table of Contents 2 Introduction 3 Body 3 Conclusion 7 References 8 Introduction The world today is a highly connected circle due to the high level of penetration achieved by the internet connectivity which is connecting every nook and corner of the globe. The development of connectivity technology has further smoothened the process of networking integration in an increasingly seamless manner, through the process of implementation of various wireless, Bluetooth and wi- fi networks in the work place, public and private spaces as well. This has in return triggered the human need to stay connected with their friends, thereby triggering the platforms of social networking like Facebook, Twitter etc. in every corner of the globe. Social networking which provides the power to develop linkages between individuals, communities and even organizations have sponsored the growth and development of digital marketing, which runs exclusively on the people media. The purpose of this discussion is to highlight the advantages and negative aspects of digital marketing. The discussion also intends to cover the strategies in which organizations can implement it in order to generate their competitive advantage in the market. Body Chitty and other writers have outlined in their book on digital marketing that the concept of digital marketing helps to target consumers located in every corner of the globe, irrespective of any impenetrable geographical barriers. Also, another point that was highlighted was the fact that the usage of digital marketing leads to the fact of lower cost per contact with regards to the advertising prospects of other marketing media and platforms (Chitty & et.al, 2011, p. 224).Another unique advantage as cited by Kimmel in his book is the fact that online marketing provides the companies with the chance to increase the level of involvement among the intended target audience (Kimmel, 2010, p. 210).However, Smith and Zook in their book, has outlined the fact that the digital marketing pose a significant amount of challenges as well. The important factor is that in the presence of online communities, the company sponsoring the digital marketing is unable to control the comments and feedback of online users. Thus, it has the potential to destruct a company’s brand image on the basis of negative word of mouth marketing by online users on the social networking sites (Smith and Zook, 2011, p. 152). An extra disadvantage as mentioned by Prakin is the fact the digital marketing by multiple companies may lead to overload of information to the consumers and this increasingly leads to less amount of retention for any particular brand that has participated in online branding activities (Prakin, 2008, pp. 121-139). It has to be increasingly taken into consideration that digital marketing is another form of marketing where the marketing is done online using the internet, while specifically targeting the consumers with the products and services as desired by them. Hence, it is of extreme importance that the companies need to keep in mind that the online marketing activities should be done in a complementing manner with respect to the entire marketing campaign, so that it adds value and increasingly serves the purpose for the marketing campaigns as a whole. The very initial point that has to be taken into consideration while increasingly implementing the tools of digital marketing is the process of delivering the right message from the organizational point of view to the desired target market, which helps in creating a strong bonding between the organization and the target audience. The delivery medium for the voice can range from company sponsored blog pages, twitter updates to the more commonly used social media interfaces ranging from updates on Facebook, LinkedIn, Twitter and YouTube. It has to be increasingly kept in mind that the previous mediums that are exclusively sponsored by the companies itself helps in marketing the company’s products and service by the better usage of web based analytics, thereby enhancing the targeting and conversion power provided by the exclusive organizational voice of the company. The more common media acts as the next step in an attempt to build up the audience and get a crowd following for the related products and services of the company. While implementing the online marketing tools, the focus is however always on the creativity side in order to provide a better look and feel of the medium to the audience belonging to the target market. While selecting the right medium for delivering the organizational voice is critical, designing the strategy to target the right consumers and generating a traffic inflow is of significant importance. Strategies can range from distributing a demo by creating a viral effect, to the process of going for eWord of Mouth marketing. A new strategy for generating traffic inflow can comprise of enlisting popular bloggers as a part of the online marketing campaign, who will act as catalysts and crowd pullers to the whole digital marketing campaign of the company. The important factor that has to be taken into consideration in the overall implementation process is the fact that social media is a massive box of data, where filtering holds the key to success (Klososky, 2012, pp. 40 - 45). Other useful steps in digital marketing include conducting touch point effectiveness, brand presence, setting up best digital platforms, offering reliable information to customers, and leading with trust. Leading with trust is about establishing brand objectives that target a section of customer demographics (Smiciklas, 2012). Touch point effectiveness analysis aims at exploiting untapped opportunities and customer needs. Best digital platforms help an organization in determining the level of product competitiveness, and pointing out pros and cons of the activity (Fitch and Hollis, 2009, pp. 24-33). The concept of digital branding and their relative success in the process of implementation of the concept can be best described by citing the examples of two companies. The two companies are Diversified Global Graphics Group and Quora. Both of them increasingly focus on generating the awareness of the target audience and increasingly help to connect companies and consumers with the desired and expected group of consumers for their relative services and products. Quora increasingly operates on a need to know platform, providing the audience with the direct links that will satisfy the needs for products and services in a more organized and well planned manner. The Diversified Global Graphics Group helps in establishing and maintaining customer awareness which were sponsored by large and small companies, attempting to build and increasingly connect to their desired target audience for the purpose of generating awareness in the minds of the target audience for their relative products and services. It has to be increasingly taken in to consideration that both the companies, Quora and Diversified Global Graphics Group are increasingly focusing on the aspects of digital marketing and branding and are increasingly using it as a means of communication for the relative values of the products and services rendered by their clients. However, there are some differences that are quite visible in the nature of working for the two companies and their relevant business operations process. It can be increasingly said that the two companies are using the digital marketing technique in two completely different ways. While talking about Quora, it can be increasingly said that the company is try to map the needs and demands of the consumers with that of the other consumers of individual or organizational nature who can fulfill them (Quora, 2012). It can be said that Quora is using the crowd mapping technique for the purpose of digital branding and marketing. On the other hand, it can be said that the Diversified Global Graphics Group are increasingly acting on the policy of crowd sourcing as an attempt to generate awareness for the products and services offered by the clients. In an attempt to maintain crowd sourcing, the company uses a variety of marketing tools and techniques that can provoke and generate awareness among the target consumers for the respective clients (Diversified Global Graphics Group, 2012). Additionally, it can also be said that the Diversified Global Graphics Group are increasingly focusing on the technology depending on search engine optimization where the crowd is increasingly getting diverted and exposed to the various links that are popping up as a result of massive optimization through various digital marketing efforts like email marketing, creation of dedicated mobile webpages, personalized websites etc. The focus and working strategy of the Quora is however, somewhat different. Quora is increasingly applying the usage of web based analytics to map the consumers’ enquired needs and wants and trying to position their searches with regards to the best suited category while applying search engine optimization within their own website for the multiple number of listed products and services of the clients. Conclusion On a concluding note, it can be said that the companies should be aware of the significant advantages and pitfalls of digital marketing. Organizations need to make the best use of the massive power belonging to the people media with the right kind of organizational voice. Expressing personal views, it can be rightly said that a combination of creativity and selection of the right strategy for targeting the desired audience can provide significant benefits for the company as a whole. The company’s focus should always be to deliver the target message to the right consumers. References Chitty & et.al, 2011. Integrated Marketing Communications. 3rd Asia Pacific Edition. USA: Cengage Learning. Diversified Global Graphics Group, 2012. Connect More Often. Available at: http://www.dg3dmark.com/connect-more-often.html. [Accessed 12 Sept 2012] Fitch, D. and Hollis, N., 2009. “Is the global brand marketing as rewarding as it first Appears?”, MICA Communications Review. Kimmel, A.J, 2010. Connecting With Consumers. New York : Oxford Business Press. Klososky, S., 2012. ‘Social Technology: The Next Frontier’, Financial Executive. Prakin, C., 2008. ‘The Challenges and Value of Digital Marketing Integration’, Advertising Age. Quora, 2012. About. Available at: http://www.quora.com/about. [Accessed 12 Sept 2012] Smiciklas, M., 2012. The Power of Info graphics: Using Pictures to Communicate and Connect With Your Audiences. New Jersey: Que Publishing. Smith, P. R. and Zook, Z., 2011. Marketing Communications: Integrating Offline and Online with Social Media. Fifth Edition. Great Britain: Oxford Colour Press. Read More