LSBM200 Digital Marketing

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LSBM200 Digital Marketing

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LSBM200 Digital Marketing

0 Download5 Pages / 1,226 Words

Course Code: LSBM200
University: London School Of Business And Management

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Country: United Kingdom

Questions:
This item of assessment covers the following learning outcomes. For the full list of learning outcomes for the module, please refer to the Module Study Guide.1. Understand the digital landscape and explain how it differs from traditional marketing management.2. Explain the technology and management of data and analytics that drive digital marketing and underpin its success.
3. Explain the facets of the digital consumer and the research tools that enable such an explanation.4. Explain and analyse the principles of web design, website management and usability and their role in the success of digital marketing initiatives
Answers:
Introduction

Digital marketing is related to the techniques that are done with the help of electronic media or by the internet. This is a very innovative concept introduced in the 21st century that gives benefits to various organizations to promote the products and services in the market. Digital marketing does not have a specific definition but it can be evaluated by considering the examples of online advertisements, instant messages. These all are the example that represents the concept of digital marketing. With the use of digital marketing, the promoting or advertising of products and services are done in a convenient and cost-effective method. So, in this report, the emphasis is given on the concept of digital marketing that how it enables the marketers to offer value to its customer.  It is very important for an organization to consider the end to end the journey of the customers. From purchasing the product till adjusting a service, the organization has to give focus to enhancing the image of the company. For example:  When the customer purchases the product from Amazon, then the company focuses on maintaining the end to end journey. From the initial step when the customer opens an account and buy a product till solving the disputes related with the product. The company tries to give maximum level of customer satisfaction, so that the customer can feel happy and can come back to purchase the product.
Traditional and Digital Marketing
Traditional marketing is a method that focuses on searching the right target audience and also takes into consideration the behavior of the consumers. It consists of telephone, direct mail, print, and broadband whereas the digital marketing consists of electronic devices like websites, social networking sites and also video marketing.  The traditional marketing has a high success rate whereas the digital marketing is a cost-efficient method of marketing (Charlesworth, 2014).The traditional marketing has the understandable audience whereas digital marketing has an unpredictable audience reach. Like in digital marketing the company cannot guess the exact audience but in traditional marketing the targeted audience can be evaluated. Traditional marketing like television and magazines are costly for the small business whereas digital marketing can be cost effective (Bernard, 2017).

(Source: mindtools.com, 2016).
The digitalization has resulted in the drastic change in the marketing of the product. It has given a revolutionary way to the organization to connect to a large mass of audience. The customers are spending most of their time in surfing the products online (Stone and Woodcock, 2014).
Also the digital technology has given impact on the buying behavior of the customers. Now days customers are purchasing products from online sources like flip kart, amazon. If the Amazon provides quality products to the consumers, then it is seen that the journey of the consumer is for a long time. So, Amazon should focus on the quality that is offered to the consumers, as it is only the platform through which the organization can attract and grow in the market. Amazon can use the technique of social marketing. By giving advertisements on the social media sites like Facebook, Twitter, it can be easy to enhance the growth and demand of the product (Ravazzani and Maier, 2016). The behavior of the consumer also changes when they see advertisements. The consumers get induced by seeing attractive advertisements. Consumer behavior also gets influenced by seeing attractive offers and discounts offered by the organization. The effective communication channels that help the organization to interact with the consumers can also be taken into consideration. The company also takes into consideration the initial step when the customer opens an account and buys a product till solving the disputes related with the product. 
Digital Marketing Website Design and customer relationship Management
Digital marketing strengthens the customer relationship and it is considered as an important aspect in attaining the successful management strategy. The marketing gives emphasis on establishing visibility and also in giving the information to the customers. The good digital marketers know how to grab the customer feedback and the information by different channels and segments. By giving regular focus on evaluating the customer data and also to consider the buyer perspective is the job of the marketers (Ryan, 2016). The customer relationship management is the cost-effective strategy that reduces the workload of the members and also less paperwork is done by the workers. Customer relation management reduces the expenditure and also enhances the digital marketing process (Hollensen, 2015).
Digital marketing Website Design also helps the consumers to get knowledge about the company or the products.  Customer relation management helps to manage the relationship across many individuals and also in departments. It gives emphasis on marketing efforts and also to communicate to a group of people (Tiago and Veríssimo, 2014).Digital marketing plays a great role to maintain effective customer relationship management. It is the strong and efficient approach that enhances and creates an effective relationship with customers. For example: Flip kart and Amazon provides effective customer relationship management by solving the problems through mails or customer support services. When the customer has any query related to the product, the company offers effective customer support services that solve the queries related to the product. Nowadays it is a common process, every small and large company understand the importance of customer relationship management. Once the relationship is maintained it is easy for an organization to maintain the personal and emotional linkage with the customers (Mithas, Krishnan, and Fornell, 2013).
Conclusion
By analyzing the report, it is concluded that digital marketing plays a great role in enhancing the growth of the organization.  By considering the recent scenario it is evaluated that digital marketing has a great significance. It helps the customer to get knowledge about the products and services that are available in the market. The organization also promotes the products and services by offering various effective discounts that induce customers to buy the product. Customer relation management also gives enhancement in the sales and profitability of the organization. To maintain an effective relation it is very important for an organization to enhance the satisfaction level so that the goals and objectives can be attained.  Also, the customer relationship management helps the company to manage and interact with the potential and current customers of the organization. So every organization should offer end to end journey to the customers so that the growth can be attained. 
References 
Bernardi, G., 2017. Digital Transformation and Digital Strategy roadmap: the growing importance of CRM.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Mithas, S., Krishnan, M.S. and Fornell, C., 2013, May. Why do customer relationship management applications affect customer satisfaction? American Marketing Association.
Ravazzani, S. and Maier, C.D., 2016. Between “challengers and powerholders”: Framing of issues through dynamic discursive processes in a digital arena. In International Communication Association Annual Conference.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), pp.4-17.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother? Business Horizons, 57(6), pp.703-708.

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