Digital Marketing - Annotated Bibliography Example

Arthur, Lisa. Big Data Marketing: Engage Your s More Effectively and Drive Value. , Print. Arthur Lisa’sbook discusses big data as a topic that involves many individuals throughout the organizations. She argues that this fact is very essential and should not get forgotten whenever an individual is trying to make use big data in a purposeful manner. The book, big data marketing entails the position held by big data in marketing. The book; however tends to concentrate more on the barriers that hinder the organizations to use big data effectively. However, she acknowledges that big data has greatly improved advertising and marketing. The organizations that have made use of big data have recorded a tremendous success in their marketing and consequently improved sales. Amazon and E bay ensures that the products get exposed to the consumers. In this book, the author concentrates on over thirty years of her technological marketing leadership as well as her current obligation as a chief officer of marketing. She provides a common sense sequentially and also proven the data driven marketing adoption approach. The author noted that the enormous development of the internet and its necessity has made companies appreciate digital marketing. However, some organizations are yet to reap the benefits that big data the potential of providing. She attributed big data adoption to an improved customer experiences, expenses friendly and its role is commendable. She hence advocated for its adoption by marketers in their respective organizations. These aspects have led to the adoption of big data marketing and advertising by many organizations across the world. They are also easy to use especially E bay and Amazon. Blattberg, Robert C, Pyŏng-do Kim, and Scott A. Neslin. Database Marketing: Theory and Practice. New York: Springer, 2008. Print. The database marketing communicates on the value of internet usage in marketing and how many firms have discovered the value of big data and hence adopted it in their marketing and advertising strategies. The author indicates that marketing is very crucial to get made subservient to the capabilities of only a few programmers. The authors argue that big data is of great value such that it makes sense of sacrificing few sign-ups so as to have more information. The information the big data put more emphasis on according to the author is the information that can get used to append business and consumer data from the commercial sources. The aspect hence makes the big data mode of marketing preferable as opposed to other marketing strategies. There is a lot of large number of reports to be used to access Amazon, as well as E bay. According to the author, the internet usage in advertising and marketing has become an inescapable tool due to several ways. One of the reasons is that it has provided a tool for firms to interact with the apparent customers, and potential customers such sites include Amazon and E bay. The forum provided by the internet gives the firms a golden opportunity to market their products easily and cheaply, sell their products, build solid relationships and eventually sell exceedingly. The author also links internet and hence big data with its unmatched role as customer intelligence’s gold mine. The aspect makes big data most preferable marketing tool as opposed to other marketing tools. The internet and the big data give consumers the opportunity to leave behind their personal information and what they are seeking as the author indicates. The companies will afterwards collect and analyze this information through big data that greatly opens the doors for firms to make sales Fung, Kaiser. Numbersense: How to Use Big Data to Your Advantage. , 2013. Print. In the book number sense by Fung, entails the use of big data in the organizations. The author argues that the organizations commonly associated with the use of big data are the online marketing which has greatly improved the markets of many forms. The E-commerce websites have generated massive data volumes on a daily basis. The existence of big data has its basis on the fact that online advertising and marketing are more accountable and measurable as opposed to traditional advertising and marketing. The aspect has, therefore, led to an enormous adoption of big data model in their marketing strategies as noted by the author. Amazon is widely used due to its efficiency as well as productivity. Fung attributes the incorporation of big data in marketing and advertising as the leading cause of bringing out development that has gotten recorded in digital marketing. He describes the use of big data as the main selling platform for the companies that have incorporated it as their sales and marketing strategy. Hemann, Chuck. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. by Chuck Hemann, Ken Burbary. Indianapolis, Indiana: Que, 2013. Print. The digital marketing analytics by Hemann Chuck concentrates on how the development of big data use or internet in advertising and marketing have received great support from E bay and Amazon. The author indicates that internet has become the most preferred tool by the organizations to reach the targeted consumers easily. Firms, make the use of big data comprehensively always obtain an opportunity of learning the customer behavior in their attempts of developing the marketing efforts. The author also notes that the firms that use big data make use customer service and satisfaction data in a greater measure than other modes of advertising and marketing. The use of E bay ensures that customers get their feedback. The author simply meant that the big data offers services that satisfy the respective firm’s customers. The satisfaction has hence made many customers draw most of their concentration on the online marketers. The aspect is mainly, as a result, of the services they obtain. The author indicates that online or internet marketing offers the customers and organizations with an opportunity to hold a conversation and hence the customer’s need gets comprehensively tackled. The aspect has led to the enormous development of internet advertising and marketing that has gotten recorded in the current days. The author attributes the recorded development on the services offered to the customers and the friendliness of E Bay to the seller. Minelli, Michael, Michele Chambers, and Ambiga Dhiraj. Big Data, Big Analytics: Emerging Business Intelligence and Analytic Trends for Todays Businesses. , 2013. Print. In the book big data by Michele et al. big data big analytics involves the use of content based and also detailed examples and working applications. In the book, it focuses on a small number of niche applications. The book states the disruptive character of big data among the numerous applications both on horizontal and vertical basis. The applications involve with digital media, advertising, financial markets, consumer products and marketing. The use of internet in business got put into essential use. An analysis of the market done in line with a big data as well as Amazon and E bay has aided businesses in evaluating how they are performing in the market. Companies are also able to gain access to their consumers. Through Amazon and E bay organizations are able to get the opinion of customers, the purchasing habits of the customers, the need of conducting marketing based on the evidence available and also the market trends. E bay ensures that sellers receive the maximum satisfaction. The book indicates that big data can get applied in various ways in marketing. The executives in the organizations can obtain data from the vendors in order to gauge the effectiveness of the various efforts in marketing. The big data marketing and advertising strategy may include aspects such as sentiment analysis, soft consumer behavior tracking and surveillance in the retail markets. The issues are of great significant to the firms marketing department since they can closely follow the market operations on the ground. The authors also indicate that the strategy an open communication channel between the firms and their clients hence serving as an advantage to both customers and the firms. Jeffery, Mark. Data-driven Marketing: The 15 Metrics Everyone in Marketing Should Know. Hoboken, N.J: John Wiley, 2010. Print. The author of the book data driven marketing, Jeffery indicates that there is improvement in the marketing of services as well as products due to the efficiency in the companies. Among the causes of the efficiency in the companies is the use of internet. The demand for further advancement of efficiency also impacts the marketing function in the organizations. The organizations that make the use of big data are successful in identifying and engaging with the right customers. However, there are challenges with the marketing department in many organizations and for the organizations to cub the challenges; they are engaging themselves in transforming marketing techniques. The book indicated that organizations are making the use of predictive analysis to ensure the availability of products to customers. The analysis can also be used to monitor inventory levels. There is also an urge for the company to analyze the behavior of the customers on their purchasing modes. The use of internet can get applied by the companies to achieve effectiveness in the analysis. The data obtained on the internet sources is actual and also detailed. The customers also post their comments after the consumption of the product or service. The company can use the information to improve on their products. The use of internet services and also modern technology also brings about effectiveness in the micro segmentation of markets. Parkin, Godfrey. Digital Marketing: Strategies for Online Success. London: New Holland Publishers, 2009. Print. Parkin in his book digital marketing states that IT forms the backbone of almost all the organizations around the globe. On the occasion that the organization does not have the necessary IT applications it becomes difficult for the company to compete favorably in the market. Companies must ensure that they install the necessary IT installed in their companies and also ensure that the technology is operational and also stable. The technology should get to perform the intended work and also be adaptive of the various changes that are evolving. Thus, with a modern IT and internet installed in a company there are better chances towards the success of the company. They are able to use Amazon, which has sites for adult products as well as rules and regulations to follow. The installation of internet in the company ensures that there is contact between the customers and the organization. Due to the constant changes in the level of technology, the organization needs to update their applications constantly to put up with the market. Customers are also able to access the organization and also channel complains. The company is thus able to solve the problems associated with the needs of their customers. With the big data analytics, it is easier to achieve the targets and expectations of the customers. Ryan, Damian, and Calvin Jones. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. London: Kogan Page Ltd, 2009. Print. The initial chapters of the book understanding digital marketing indicate the influence of technology on marketing. It also indicates the introduction of internet and also the developments that have been witnessed including broadband and Google. The book reveals the importance of people engaging themselves in conversations. The consumers who make the use of E bay as well as Amazon are placed in control and are able to access the producers and channel their opinions on the products they are consuming. The company is also able to get the comments of consumers and also improve on their services. The third chapter of the book concentrates on websites. It reveals the importance of the websites and the important role they perform in the field of digital marketing. Read More