The Role of Using the Digital Campaign on Customer Satisfaction - Essay Example

Introduction Digital campaign has brought about revolution in the way business was conducted. The change has been very strong and has been reflected in the sales of consumer products. This has transformed the marketing world and integration of digital campaign through different ways is the need of the hour. This has enabled the consumer to get better and more information about the products which has changed their buying habits. The customer can use digital campaign through internet and compare the products of different companies thereby making their decision making process better and ensure that they get desired product. Digital campaign has brought some benefits and demerits along with it which has been an area marketers look into before deciding the course of action. Digital campaign has educated the customers by providing them useful insights into different products. The extensive use of internet has transformed the working by making it more of a commercial tool where the customer is able to garner information (Anderson, 2010). Also the widespread usage of digital media and the increasing penetration level of internet have enabled companies to look at it as a medium where maximum information can be spread easy ways (Anderson, 2010). Companies thereby have to ensure that maximum information about the product or services is provided in the allotted time and space so that the audience attention magnifies. The increased use of digital media can be stated by the fact that consumers are laying more stress on creating new blogs. Using this blogs consumer pass on information from one person to another thereby enabling them to have an idea about the product or services and influence the buying habits of the people (Kotler, 2002). Digital campaign helps to ensure higher customer satisfaction as the consumer are able to understand the product and services better. This guides them and provides the necessary impetus which companies are looking at. Companies thereby are looking towards increase dependence on digital campaign as the lasting effect is high. Digital campaign has ensured consistency and brought the total market as a global market where customers have lot of options to choose from (Chaffey, Fiona, Johnston & Mayer, 2008). The customers by making use of it can ensure that they get the best bargain and their level of satisfaction is high. This has increased the bargaining power as people from different background, culture and religion can convulse together and ensure that their satisfaction and bargaining power increases. This has strengthened the motive of the companies to look towards digital campaign as it helps to provide them the required push. A research conducted shows that “with decreasing customer base companies to ensure that customers stay back and at the same time get new customer looks towards endorsing digital campaign in their marketing program”. (Considine 1995) This will help to identify areas which needs to we worked on. It will also help to evaluate areas where the organisation is lacking and will help to grow. A research carried shows that “research helps to overcome the limitations of the marketing strategy used as it helps to find out areas which need to be worked at and this along with research provides an agenda and gives a path to follow” (Wind & Robertson 1983). This helps to bring about a change in the marketing strategy and focus on areas which will give maximum benefit. The benefit of this strategy increases when the company is able to use campaign which has a large mass appeal and helps to increase customer response towards the product. A research conducted shows that the performance of the firm which does digital campaign enhances as it provides insights into the impact of marketing, research and development and operation as compared to others who don’t conduct such a research. (Krasnikov & Jayachandran 2008) This thereby ensures that the business is able to work on areas which will increase its reach and help to ensure steady customer flow towards the business. Using the digital media has brought about changes in the way business is conducted. This has transformed the 4P’s of the company to 4 C’s. The 4C’s are Content, Commerce, Customer Care and Converting to Leads. (Vantage, 2004) Using these companies ensures that they are able to get maximum advantage and are able to shape the performance of the organization. The development of the digital media and widespread usage of digital campaign has helped companies to deliver on the promises made to the customers and has resulted in increased customer satisfaction (Bliff, 2002). The digital media through the use of internet has pushed the customer to save on time and purchase the products at the comfort of their house. The customers by looking at the products or services can compare it with other and determine their purchasing habit. This has been supported by a finding which says that digital media has increased customer value and enabled them to ensure higher satisfaction as the increase in the number of tools increases their bargaining power (Jose & Carmen, 2004). This on the other hand has affected the companies adversely as they have to keep up with the prevailing competition. The companies are at a receiving end as they have to face the effect of it by reducing the prices of product and ensuring quality. Even the slightest of leverage the company had before the digital media has been diluted and is making companies to think whether using digital campaign all together will benefit them. A point which has made companies to look towards digital media is the fact that consumers are willing to pay a higher price for products which are readily available and save their vital time (Morton, Florian & Jorge, 2004). The magnitude of such products magnifies when all the information is readily provided to the customer at the comfort of their house. This is an area which has made most companies to look towards digital campaign and gain an advantage in comparison to their competitors. A research conducted shows that “in a developing market like Nigeria where companies use digital media are able to ensure that the reach is extended and helps them to gather customers even at the far off places”. (Mustapha, Ku & Goh 2009) Thus using proper digital campaign helps the company to gain higher penetration level and helps them to develop their market. Using the digital media to campaign has ensured that the 4P’s of marketing used by the company changes to 5P’s. The 5P’s looks as follows The above chart helps to identify the manner in which digital campaign has evolved the marketing world and brought the necessary changes which has helped to improve the customer satisfaction and has enabled the company to deliver on its promises (Neuman, 2010). The usage of digital media has made companies look towards using it towards by developing newer ways which helps to increase the usage of digital campaign. The development of the digital sphere has been so strong that it has been identified that 85% of the users purchasing the goods have been influenced by the different digital campaign which is taking place (Bansal, 2009). This has made digital campaign as one of the most sought alternatives that marketers are looking towards using it in their marketing arena. Using the digital campaign helps to reduce the cost for the business in the long run as the benefits they derive from those campaign is huge (Wang & Hou, 2003). Using digital campaign helps to develop a positive competitive environment which ensures that the business is able to achieve the desired outcome for which the digital campaign is conducted. The increased usage of digital campaign can be highlighted from the increase in the penetration level of internet which is used as one of the most appealing medium to find customers. The statistical data about the users of internet stands at 1,966,514,816. (Internet world Stats, 2010) This shows a remarkable growth and the deep penetration level of users using different sites. A detailed analysis based on region shows the following Regions Users Penetration of population Africa 110,931,700 10.90% Asia 825,094,396 21.50% Europe 475,069,448 58.40% Middle East 63,240,946 29.80% North America 266,224,500 77.40% Latin America 204,689,836 34.50% Australia 21,263,990 61.30% The above data shows that the increased usage of internet has enabled the business to look towards more digital campaign as the increased usage of internet is making companies to look towards using digital media to ensure higher customer satisfaction. Despite the benefits of the digital campaign there are some areas which make companies to look towards different ways of adopting the digital campaign. An area of concern for the companies is the widespread changes that are taking in the digital media. The rapid changes in technology are making companies look towards an integrated approach where a mix of technology is used. Since, the changes in technology are very rapid so it is important that companies take an approach where precaution along with new strategies is used. This makes it important that a prototype is developed which looks into the benefits of different forms of marketing mediums and the best option among them is selected after careful analysis of each situation. This will benefit the companies and will enable them to ensure that they are able to cope up with the changing environment and develop a mechanism which helps in using digital campaign to the maximum extent possible. To ensure that the companies are able to get maximum advantage from the digital campaign they have to develop the appropriate structure and support system (Aharoni, 1996). While developing this structure the companies need to ensure that there is flexibility which allows them to change and adapt to the changing situations. This will benefit them greatly and ensure that the customers are able to get the products at the leisure time and are able to achieve the best bargain. While using the digital campaign companies also have to see that they are as per the local requirements (Ellis, 2001). This will help the companies to ensure that they are able to design their marketing program accordingly and will provide them maximum benefit as they will be able to ensure higher customer satisfaction. Using the digital campaign has ensured that the customer satisfaction increases. This has made more companies adopt digital marketing and the increased use of technology will increase the usage of digital marketing in the near future. Along with it using the digital campaign has ensured that the customer leisure time enables them to look for products according to their requirements and helps them to save the valuable time and get the best bargain from the market. Conclusion The revolution that digital campaign has brought about has ensured that companies become more flexible towards this media of marketing system and use it in a manner which increases their efficiency in the market. Companies while using this medium of marketing needs to weigh the benefits against the cost and based on it decide the best possible action. This will help the companies to ensure that there is high customer satisfaction and the business is able to achieve its objectives. Digital campaign has transformed the way the customer searches for the product and has increased their bargaining power. It has ensured that the customer gets value for money at the same times the companies are able to garner maximum return from their investment. Companies thus, need to look towards using the different digital campaign wisely and based on it decide the manner through which they will influence the customer buying behaviour. References Anderson L, 2010, “How the Internet has changed the face of marketing”, retrieved on May 11, 2011 from http://www.prospectamarketing.com/ArticlesAndCaseStudies/faceofmarketing.htm Aharoni Y, 1996, “The organisation of global service of MNC”, International Studies of Management & Organisation, Volume 26 Biff L, 2002, “The 4 P’s: the internet has changed some of the ways companies approach the 4 P’s, but the basis is still the same”, ABA Banking Journal, Volume 23, Issue 5, page 23-47 Bansal D, 2009, “Internet Marketing”, A complete guide to search engine optimization, Internet Marketing Company Chaffey D, Fiona C, Johnston K & Mayer P, 2008, “Internet Marketing”, 4th Edition, page 237-239, Pearson Education, India Considine J, 1995, “Developing a marketing research process for religious organisations”, Journal on Ministry Marketing and Management, 1 (2) Ellis V, 2001, “Enterprise or exploitation: Can global business be a force for good”, The New Statesman, retrieved on May 11, 2011 from Read More