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The Role of Digital Platforms in Marketing a Product - Essay Example

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This work "The Role of Digital Platforms in Marketing a Product" focuses on a wide range of quantity and quality of information to the consumers due to the advent of digital technology. The author outlines the digital marketing strategy of Coca-Cola, the role of social media, and blogs. …
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The Role of Digital Platforms in Marketing a Product
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Download file to see previous pages The companies do not have a monopoly on the integrated marketing communication mix and therefore, cannot dominate on a particular communication like television, billboards, or newspaper which gives them the advantage of suppressing other brands from getting communicated. Internet is a platform where all brands and products or services are equally promoted and communicated to the customers. Therefore, all information is available globally hence, giving the customers an edge to compare and communicate before going for a venture. It is mainly the buyers and the communicated integration which is shaping the customer perception of brand building. Hence, there is no way in which a company can cheat its customers with fake promises and brand image (Chaffey, 2012).
A digital marketing strategy is not only about appearing in the key search engines like Google or Yahoo but is also about making a point in being included in the first search list and as the top keywords searches. Therefore, SEO means being at the topmost rank in the search engines with successful strategies and methods (Chaffey, 2012).
The advent of digital marketing has changed the complete overview of the marketing mix which is the 4Ps of marketing. It has also included the other 3Ps which are the people, process, and physical evidence. Hence, 7Ps of the digital marketing mix.
Product innovation and up-gradation is essential since the customer knowledge, awareness increases with the help of digital marketing. Buyers become more alert on the range of brands available in the global market and what their features are. Hence, companies match up to their research and development with products or services with the growing customer needs leading to mass customization (Weber, 2009).
Pricing is not constant at a particular market in a given period of time due to greater customer options and knowledge. For example, the airline industry continuously changes its pricing depending on the number of seats available and the emergency of booking. Therefore, if a ticket is booked a month prior to the traveling date, it’s cheaper since the availability is high whereas if it is an emergency and booking needs to be done a day before traveling, the price increases (Adamson, 2008). ...Download file to see next pages Read More
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