Digital Revolution in Marketing - Essay Example

Digital Marketing- Digital Audit INTRODUCTION Digital marketing has surely revolutionised the way companies promote their products and services and also interact with their customers. Digital marketing has further changed the operational and functional framework of many organisations. In last few years, with the advent of Facebook, YouTube, Twitter, Flicker, and LinkedIn; organisations have multiple opportunities to promote their business. This also helps in adding value to the business prospects in the domestic as well as in the international market. Ryan and Jones (2009) stated that digital marketing is the use of electronic devices to engage and interact with stakeholders. Digital marketing uses applications like e-mail, websites, and social networking media to engage with existing and potential customers. In last five years, the emergence of social media marketing as a robust form of digital marketing has fuelled the acceptance of digital marketing among small and large organisations across the globe. This has also helped organisations to enhance their business reach and acceptance in diversified geographical regions. Carter, et al (2007) stated that the concept of digital marketing was first coined in early 90s that later gained attention and significance in late 2000s. With a number of using digital marketing as a mode of enhancing and strengthening their relationship with customers; digital marketing evolved as a communicative tool. Though, digital marketing does not promise success and acceptance for all organisations as its utility and benefits are solely dependent on the right use and execution. A number of small and large organisations have been using digital marketing for their value enhancing process. Thus, the major purpose of this discussion is to present a critical analysis and discussion of digital marketing. Along with this, the paper also conducts digital audit on Skyscanner that is a UK based search engine website used for hiring car, booking hotels, and flights. The company has been using the digital marketing and the discussion will deal with its digital marketing practices. Company’s Profile Skyscanner is considered as a leading and preferred travel search site offering comparative solutions for booking flights, hotels, and cars. The website also offers services pertaining to the online comparison of hundreds of flights along with offering the best solution in a quick manner. The company has global office in the UK and has presence in many countries. Furthermore, it offers best deals to people of different nationalities. The growing emergence of travel business has strengthened the position and image of the company in last few years. Furthermore, with the rise of social media tools; the company has been successful in creating a brand image in different countries. There is no doubt that like other companies; Skyscanner also uses digital media but what matters is the way of using it that is not only different but also unique and appealing for viewers. In last few years, the company has managed to attract a number of customers and digital media has played a successful role in it. Concept of Digital Marketing Bird (2007) stated that the concept of digital marketing is fairly old with a history of being introduced in early 90s. Castells (2010) added that digital marketing has changed the perspective of marketers and customers in terms of offering and receiving services and information. McLuhan (2006) added that, with the introduction of social media marketing; there has been a significant change in the marketing process among different companies across the world. Meerman (2007) further added that social media marketing tools like Facebook and Twitter has helped organisations to communicate with their customers on regular basis along with understanding their needs and demands. This has also helped them to gain customers’ confidence. Overall, it can be said that digital media is not only a robust form of marketing but also an impactful tool helping organisations and customers to get connected and being aware in terms of latest products, services, and offers. Buying Behaviour and Digital Marketing The influence of digital marketing is greatly based on the buying behaviour of consumers. Buying behaviour of consumers is the process of selecting and buying products that starts from selecting products and buying them. Buying behaviour of consumers is very much based on opinions leaders, bloggers, and brand communities. Opinions leaders are individuals offering their opinion based on their experience and usage of goods and services. Usually, these people have great deal of idea and knowledge and customers often get influenced by their opinion. Bloggers are professionals and amateurs sharing their personal views and experiences impacting customers to an extent based on positive and negative reviews. Furthermore, brand communities are social communities where individuals discuss about different brands along with their benefits, loopholes, and drawbacks in a critical manner. This is usually like an open forum where opinions are shared within different geographical boundaries. A number of researchers believed that buying behaviour of consumers need to be influenced through effective strategies in a meaningful manner. On the other hand, a number of researchers felt that opinions leaders should be transparent and honest enough to share honest opinions rather manipulative one. In this regard, Shhwartz (2008) stated companies should use opinion leaders and bloggers to their advantage by allowing them to use their products and services along with sharing their benefits with others through impactful words. Shell (2009) contradicted with this statement by saying that the impact of opinions leaders may be short lived as customers tend to buy products and services as per their personality that is dependent on demographic and social factors. Solomon (2004) further added that buying behaviour of consumers should be altered on a positive note by using ideal opinion leaders and bloggers. This will help companies to enhance their appeal, reach, and potential in the competitive business environment. Digital Marketing Audit of Skyscanner Skyscanner has been quite active on Facebook, Twitter, and YouTube. The company has a Facebook page with more than 3 million likes. Furthermore, the company has been promoting its page regularly with wide arrays of pictures, messages, offers, and news making it interesting for a number of existing and potential customers. On the other hand, the company also has a twitter page where there are 122 thousand followers and more than 14 thousand tweets. This has helped the company publicise their existing and new services in a creative and alluring manner. A number of researchers believed that Facebook is one of the most important social media tools that business organisations can use for their professional benefits. Through Facebook marketing; companies can reach out to millions of customers from different parts of the world and information can be shared in a quick time saving lots of time, money, and energy. On the other hand, a number of researchers felt that Facebook has a number of fake profiles and in such instances; the message may not get delivered to targeted customers. With Facebook posing restrictions to contact unknown users; marketers cannot contact potential customers. However, in the case of Skyscanner, there is a word of mouth publicity where customers using its services like the company’s page and thus representing the genuine list of followers. Palfrey and Gasser (2008) stated that Twitter is one of the most preferred tools for many companies and customers in terms of following news and information. However, tweets need to be interesting and attractive to gain followers’ trust and passion. Shell (2009) added that in last few years, interactive media like YouTube has been successful in communicating with customers through customised videos and audios. These videos help customers to see the products and services along with a chance of viewing the reviews of other customers. Shhwartz (2008) supported this statement by adding that customers often get influenced by visuals rather audios. The YouTube videos of Skyscanner have significant number of views with each video highlighting different video and message. Shiffman (2008) stated that the role of influencers also matters a lot in terms of shaping the buying behaviour and opinion of customers in a significant manner. Standage (2009) added that influencers are individuals who create an idea, publicise it, convince the sceptical, declare opinion, establish a popular appeal, along with shaping and strengthening the idea and concept. Tungate (2007) supported this statement by adding that companies’ need to identify right set of influencers willing to influence the views and opinions of existing and potential customers in a significant manner. Weber (2007) contradicted with this statement by saying that influencers may be successful in influencing the views and opinions of customers but the impact may not last for long considering the fact that views and opinions are also shaped and influenced by family members, friends, and opinions leaders. Tungate (2007) contradicted with this statement by adding that influencers have the knowledge and appeal that may not be found in family members and friends and thus giving the former an edge over the later. Wind and Mahajan (2010) discussed the concept of buyer decision process and stated that buyers in the form of customers often recognise their needs first, followed by information search, evaluation of alternatives, purchase decisions, and post-purchase decision. Weber (2007) supported this statement by stating that information search and evaluation of alternatives are the most important factors in creating an impact over customers. In this regard, it was found that the website of Skyscanner is potent enough to allow users using all the services discussed above. Customers as per their needs can visit the website along with analysing and evaluating a number of alternatives in the form of car and hotel rental and flight booking. Furthermore, customers can also evaluate their purchase decision along with comparing their post purchase decision through a comparative analysis with other websites and experiences. In this regard, it can be said that Skyscanner has been successful in enhancing the consumer buying behaviour through effective marketing services. Online Consumer Behaviour and Digital Applications Blackwell (2006) stated that online consumer behaviour is a key concept in marketing concerned with the online buying of goods and services. Online marketing has emerged as a successful business tool helping companies to create value on the virtual market place. Solomon (2004) added that online consumer behaviour is also shaped by the opinion leaders, influencers, bloggers, brand communities, and views and opinions of family members and friends. In last few years, there has been an introduction of a number of digital applications in the form of mobile applications and software helping buyers to facilitate their buying process (Schwartz, 2009). Mobile applications are in the form of mobile websites, interactive platform, and games used to facilitate the perception level of consumers. Blackwell (2006) added that a number of companies have their mobile websites where users can access all the details using their Smartphone. Furthermore, it is easy and convenient to use offering little hassle to customers. However, this requires access to internet and ease of use. In the context of Skyscanner, it was found that the company has mobile application on iOS and Android. These applications can be downloaded by any customer using Android or iOS applications in their Smartphone. These applications are useful for booking flight tickets, reading online reviews, booking cars, and also hotels. This has also offered comfort in the form of booking hotels, cars, and flights from anywhere. These hassle free applications often help users to enhance their buying experience. At the same time, these applications help users to use services at anytime from anywhere in the world through an easy and effective process making life easy and simple. Shell (2009) added that consumer behaviour can be enhanced through exceeding the perception of customers by offering them more than the expectations. Overall, it can be said that, any marketing tool enhancing customers’ experience and expectations can be considered as of great value. Conclusion On the basis of the above discussion, it was found that digital marketing plays an important and crucial role in enhancing the customers’ expectations and satisfaction. In this regard, a number of concepts and theories like consumer behaviour, online buying behaviour, digital marketing, opinion leaders, influencers, and digital media were discussed in a critical manner. Furthermore, it was found that Skyscanner has been using mixed digital marketing in the form of Facebook, Twitter, YouTube, and LinkedIn. This has helped the company to reach out to a number of existing and potential customers. Furthermore, being a virtual company; the company has the knowledge of managing online consumers through the use of effective online digital marketing strategies. REFERENCES Adams, R. (2007). Decision and stress: cognition and e-accessibility in the information workplace. 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