Appraisal of Online Campaign in Terms of Current Issues Impacting E-Marketing - Essay Example

?Multi-Media Marketing Individual Report Table of Contents Table of Contents 2 Introduction 3 I.Reasons for Selecting Multimedia Marketing with Situational and Competitor Analysis 4 II.Reasons for Creative Promotion Approach 5 III.Justification of Online Campaigns 7 IV.Critical Appraisal of Online Campaign In Terms Of Current Issues Impacting E- Marketing 10 Conclusion 10 References 12 Introduction Creative promotion approach has been observed to be one of the most utilised methods in the modern day business environment. With the incorporation of this kind of approach an organisation can generate enhanced leverage from its provided product offerings. This approach can also facilitate to maximise the extent of coverage of the products of an organisation. With this consideration, in this report, the reasons for selecting multimedia marketing campaign for Samsung will be discussed upon. The factors that will be considered for carrying out this report will be based on the internal audit for multimedia marketing, situational analysis (marketing audit) of the multimedia marketing campaign as well as the competitor analysis of the campaign. For conducting internal audit for multimedia marketing, a detailed study about the overall marketing environment about the company will be done and also stress will be laid upon all the marketing activities that the company follow and can follow in the future. Moreover, stress will also be laid upon the other competitive strategies that can be adopted by the company in order to further enhance the online marketing campaigns. In order to design these campaigns, a thorough study about other online marketing campaigns will be studied upon. The report will be primarily based on a poster which has been created to demonstrate a new APP. Rigorous studies about the APP i.e. SHAT will be done and the implications and the uses of the APP will be highlighted. Apart from that the report will be based on the effectiveness of the use of multimedia marketing campaigns in the company and the level upon which these strategies can fetch effective marketing results. It will also highlight about the factors upon which the multimedia marketing campaigns such as the use of poster can be relied upon for promoting a new APP and the comparison of offline marketing campaigns with the online campaigns will be done as well (Westwood, 2010). I. Reasons for Selecting Multimedia Marketing with Situational and Competitor Analysis The main reason a poster campaign has been prepared for Samsung is to incorporate a multimedia marketing approach to build a strong network of information over the internet which will prove to be user friendly for many clients (Shelly & Fermat, 2012). Moreover, the poster campaign has been desired to expand the company’s marketing operations by actively involving in building virtual marketing campaigns as it is in high demand in the marketplace in today’s marketing environment. Samsung, being one of the top-most mobile companies required to make certain radical technological changes in order to equip itself with the ever-changing business environment. In order to conduct the situational analysis, the stress is laid upon the overall business environment of the company, the business process that the company is following, and the overall business situation of the company i.e. Samsung. It is found that Samsung as a company is undergoing its business operations in a very dynamic business environment. Samsung has cemented itself as a top company for consumer electronics products. It is considered as one of the topmost mobile phone brands in the whole world. Based on the situational analysis of the company, it stands as a major player in the mobile world and the company is continuously striving to improve its product features and launching new and successful devices, for instance, Samsung Galaxy series (Clarke, 2005). The market standing of the company is excellent and it is continuously striving for further development. Also, the company is continuously striving to maintain competencies with the technological market, thus the newly build innovative apps such as SHAT can facilitate its endeavours in future. Apart from these factors, the effectiveness of the online marketing campaigns and the various other options can be chosen in order to boost the betterment of the online marketing campaigns. Samsung is one of the world’s most recognised smartphone companies. It has many competitors which can give tough competition to the company. One of the strongest low cost competitors of Samsung is Huawei, which specialises in making budget-friendly phones. Other global competitors of Samsung include companies like Apple and Windows phones manufacturers like Nokia (Weiber & Kollmann, 1998). Moreover, in relation to the prevailing competitors of the SHAT application, it can be observed that they include Facebook messengers, Whatapps and Talkbox among others. It can be argued that SHAT app can be quite beneficial for the users because of its unique features such as video call, chat, and ability to send and receive messages along with the capability of obtaining video based services. It is found that mobile phones manufactured by Samsung are of very high quality and standards and for some users the functioning of Samsung phones may prove to be quite complex which may render an extra edge to Samsung’s competitors. Samsung can work upon this factor in order to maintain its hold in the market in the coming years (Slideshare Inc, 2013). II. Reasons for Creative Promotion Approach One of the main reasons for creating a creative promotion approach is to communicate the value proposition of the promotional activities to the customers. Promotion approach consists of various marketing activities which may include a variety of tasks such as sales promotions, publicity and advertisements among others. All these activities come under the promotion mix segment. Based on the online ad that the company used which has been presented in a poster, it was prepared to let the customers become aware of the latest applications that the company introduced on their phones. The main focus is laid upon a new app called “SHAT” which can be beneficial for the company. They took the help of this particular online advertisement campaign as the advert consisted of all the vital information about the product’s features. The company realizes the fact that it is a internet savvy world and by launching such useful online campaigns, the customers can have all the information at one go without putting any other efforts to gain information from other sources. This online approach is very effective as it is focusing on offline marketing as well. The company will publish information about “SHAT” on offline media such as newspapers, magazines and posters among others. This way the consumers will be fully aware about the company’s new app. Apart from this, this particular online initiative will also inform the consumers about “SHAT” application’s association with Mercedez Benz. The installation of this app inside the screens of Mercedez Benz will be great news for Samsung mobile users as well as users of Mercedez Benz vehicles. This measure will be going to target all the high end consumers. This online advert will also aware the consumers about the customised features of the application. If there is any kind of problems found while using the app by the consumers then the consumers will get multiple ways to connect directly with Samsung’s staff for resolving any problems related to the use of the application. These aspects are clearly mentioned in the online ad campaign. This online ad campaign will also notify about the usage of the app in details and also without any hidden costs involved. All these combined factors collectively highlight the effectiveness of this advertisement in a very useful manner (Laric & Lynagh, 2009). A Display of SHAT Application in Online Campaign III. Justification of Online Campaigns A. Pricing Policies: For framing this online advertisement– the poster display, rational pricing policies have been adopted. All the factors related to the pricing factors for using the “SHAT” software is clearly mentioned. For launching an individual online campaign, the pricing policies should be made in such a way so that all the factors relating to pricing of the products are highlighted and the consumers become well aware before using the products. Distribution Channels (Place): In order to follow an efficient and mass distribution strategy for launching a product, those distribution channels should be followed which can reach to the mass public and generate maximum awareness of the product among the consumers. The online campaign that was designed by the company met with all the parameters that needed to be taken care of. The company launched its online campaign advertisement through social networking sites and also followed local media like newspapers, magazines and posters. As the APP i.e. SHAT is so innovative, it will have the extra edge for attracting new customers who are technologically savvy. However, a different path could be followed for launching the products for generating social awareness. Hot air balloon advertisement is an excellent strategy for generating social awareness for SHAT app among the masses. This can prove to be an excellent strategy as this concept is not much in use. Apart from this, exhibitions of the company and its products could be organised in the top locations of the market where the products and its features can be highlighted in the maximum possible way (McGraw-Hill, 2013). An Example of Hot Air Balloon Advertisement (The Inflatable Company, 2013) B. For further awareness of the products, new online campaigns and advertisements could be designed highlighting all the important features. New PPC’s (Pay Per Clicks) should be introduced for SHAT app with minimal costs so that the customers do not feel hesitant while browsing these adverts (Chen & et. al., 2011). Apart from the above techniques, the company can also entertain the concept of affiliate marketing. The company can design commission based schemes for those clients who recommend its products and services to new customers. This way the company will be make long-existing relationships with the customers. Moreover, the websites through which the adverts are delivered could be broadened. More customisation and optimisation of the websites should be done in order to make them more user-friendly. Thus, by following these above techniques the overall online marketing industry can be improved even more. C. Due to the fact that internet marketing industry is one of the booming industries, the concept of online promotion of products plays a vital role in today’s ever-growing market. In order to promote a product online the best thing to do is to design an online marketing campaign of the product such a new app called “SHAT”. It will not only aware the consumers about the product and its features but also help the company to maintain transparency with its clients and customers. Online campaigning of products is by far one of the most innovative techniques of modern day marketing that is benefiting many companies worldwide and will definitely benefit the companies as well its clients in the coming years as well. Besides, for promoting the use “SHAT” app amid the consumers using Samsung mobile phones would lead to better results that can result in improved benefits for the company. In addition, offline marketing can be considered as an evergreen marketing concept as it is easily reachable to the common public. Those who are not very user friendly with the internet can get all the information about the latest products through newspapers, journals and magazines among others (Chen & et. al., 2011). IV. Critical Appraisal of Online Campaign In Terms Of Current Issues Impacting E- Marketing Online campaigns are one of the most innovative ways of marketing in today’s most competitive world of business. These type of campaigns are very useful to those type of consumers who usually spend long hours in the internet for buying and purchasing of products. And, online campaigns for promoting “SHAT” app would comprise all the details and usages of the app which would generate maximum customer satisfaction. However, this type of marketing activities may not be very useful to people who are not internet savvy. There may be customers who can spend few extra amount of money in buying new products by physical shopping but may not like the option of purchasing products through internet. There are many people who like the option of visiting the market and outlets in order to make purchase. Different people have different psychology. There are many people who consider information given on the different media such as newspapers, magazines, posters, and banners among others to be more fruitful and consider gathering information about the products from these sources only. Apart from this, there are many shopping websites that is not that trustable and the consumers are well aware about these factors. There are many frauds and manipulations that are committed over the internet. Conclusion After a detailed study, it can be concluded that the concept of internet marketing is one of the most famous marketing concepts. Internet marketing industry is booming nowadays and is one of the fastest mounting industries throughout the world. A lot marketing of efforts could be made with the help of the internet. Internet marketing could prove to be very useful for certain people as it gives the people the liberty to make purchases by sitting at their homes only. Moreover, online and offline campaign for creating a mass awareness for a new app i.e. SHAT can facilitate in its effective usage and long-term benefits for the company in terms of added revenues generated from such use. However, for some, the concept of online marketing may not prove to be very useful because of various reasons. Thus, online marketing is a much modernised mode of marketing and should flourish even more in the coming years. References Chen, S. Y. & et. al., 2011. The Exploration of Internet Marketing Strategy By Search Engine Optimization: A Critical Review And Comparison. African Journal of Business Management, Vol. 5, Iss.12, pp. 4644-464. Clarke, A., 2005. Situational Analysis. SAGE. Laric, M. V. & Lynagh, P. M., 2009. The New Marketing, IMC And The Role Of Online Promotion. Proceedings of ASBBS. Vol. 16 No. 1. McGraw-Hill, 2013). Consumer Behavior and Promotion Strategy. Advertising. 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