Marketing and Management for Digital Marketing- myassignmenthelp

Question: Discuss about theMarketing and Management for Digital Marketing. Answer: Introduction The marketing process in the industry has faced some transitions in this modern world. The basic idea of marketing is an effort on the part of a brand to reach out to its customers and make them aware of the product in the market (Czinkota Ronkainen, 2013). Marketing process in this world of advanced technologies has taken a leap from what it was a decade back. The urge for the brand to reach out to the people who are the customers have increased considerably and the reason is primarily that the needs and requirements of the consumers have diversified a lot and needs to be catered by the brands (Winer, 2009). The aim of the report is to understand the role digital media has in promoting the brands in the market and the influence of the brand communities on the buying behavior. Literature review Social media The social media and its development in the recent days has been a feature that has paved way for the rise of Internet advertising. The availability of the internet and the popularity of the social media have lead to various implications to the marketing process. The marketing process has inclined towards the digital media and mainly social media due to the viral nature it has. The content of social media reaches out to a huge consumer base around the world and hence the brands prefer to invest their budget in the sector of digital marketing (Peters et al., 2013). The number of social media users online at any given time is moir than the total population of many of the smaller countries in the world. The social media has the capacity to accommodate a huge number of users at the same time and without any lag. The idea is to make sure that the world is brought together on a single platform. The brands take up this advantage and make sure that the maximum profits are earned through the social media as it enables them to reach a wider consumer base globally (Scott, 2015). The advent of the Web 2.0 platform has further added to the brands shifting their focus to the usage of social media as a tool to market themselves to the consumer base. The Web 2.0 is an interactive platform that allows the users to post their views and opinions regarding any issue that is prevalent in the market (Reddick Norris, 2013). The brands are benefitted through the positive publicity that they get unintentionally in the social media and the entire Web 2.0 platform. Consumers put forwards their reviews of a product and if it is a positive review then other people look forward to using the product and this leads to an unintentional publicity of the brand in the market. The concept of user generated content in the web 2.0 platform has made it sure that the interaction brand and the consumers is increased. It is noted that a brands good social media presence often is reflective in the profi ts that the brand earns by selling the product or services in the market. The social media presence of a brand paves the way for its success or failure in the market and it is essential for the brand to maintain a connection with the consumers in the social media platforms that are available. Digital media The traditional forms of media have been slowly replaced by the digital media that is emerging thick and fast in the global market. The digital media has an enormous reach among the consumers and hence it is seen that the companies are slowly allocating a separate and huge budget for their digital marketing team. The digital marketing team has the immense responsibility of making sure that the content reaches out to the biggest of the audience base in the global sphere (Chaffey Smith, 2013). The reach of the traditional media is restricted to the location and demographical barriers but it is to be noted that the digital market has no such barriers and it enables the brand to connect with a massive consumer base in very less time. The digital marketing team is imbibed with the responsibility of making sure that the content of the brand reaches out to the highest number of people. Tools such as SEO (Search Engine Optimization) are used efficiently to make sure that the product is reac hed to the consumer as soon any search regarding the product genre is dropped in the internet. The SEO enable the consumer to get directly connected to a brand that has been serving the product or service that the customer is searching for (Taiminen Karjaluoto, 2015). Easy access to internet Internet has been incorporated into every mobile phone and it has been become so easily accessible for the masses that every single person nowadays is active on the internet (Poushter, 2016). The telecom giants have reduced the rates for the internet services and hence the usage has increased substantially. The user base has to be informed about the various services and products and as a result the internet has become one of the most engaging channels for promoting content globally. The parameters of the businesses have broadened in the world and it is seen that the people are responding the marketing campaigns that are taking place in the global business set up. The Smartphone and its popularity is another aspect that has sky rocketed the idea of marketing and advertising on the internet. The internet users are forming groups in various social media platforms in order to connect to the brands and this idea of creating communities has brought the people closer to the brands. The onli ne media has enabled in creating a relationship between the user and the brands. Advertising The idea of advertising and enabling a brand to connect with the audience is age old however the process has seen drastic changes since the advent of internet. The brands have seen that the content which is circulated over the internet provides better feedback and generates better results than the traditional advertisements. Advertising preciously was a one sided communication process and the feedback level was extremely low (Moriarty et al., 2014). In trends of the recent developments it is seen that the idea of feedback has further strengthened the entire process. The people can comment their views and openly speak out to the world about the ideas and experiences that the person might be having after using a brand or service. The feedback completes the communication process and thus provides the company with important notes about the mistakes that are being done and also the positives about themselves. Public relations The brands work to make sure the best of the services are provided to the consumers. The internet advertising has an interesting aspect of public relations to it. The consumers feel connected to the brand and the people who are happy with the service or the product share their feedback on the internet and it leads to creation of positive propaganda for the brand. The paid promotions do have an impact on the consumer behavior but good PR campaigns and PR image is something that adds to the total value of the brand in the market (Grunig, 2013). The consumer behavior is manipulated by the nature of presence that the company has in the market. A positive overall image of an organization in the market has to be maintained by the PR team and the internet is one of the fastest and active channels to achieve best PR outcomes. Real world examples Dacia is an emerging automobile brand of Europe and they have used the facebook ad in order to raise awareness about their products. The company successfully boosted the posts and reached out to a wider audience. The brand recall was increased and the cost for posting physical ads was lessened as the purpose was sorted with facebook Ads. Another company, Red Bull, has successfully used the instagram to campaign their brand extension (Freeman et al., 2014). They used the #thissumer and introduced a new flavor to their energy drink. The campaign drove in a lot of audience and a staggering 1.2 million consumers were reached. It was reflected in the sharp rise of the profits in the organization. Conclusion It is essential for the people to understand that the internet is immensely powerful and the reach they have is impeccable. The traditional advertising forms are slowly fading and it is predicted that the internet advertising will completely rule the choices of the brands. The brand communities are on rise and it is estimated that the brands create this connect with the consumers that enriches the relationship and increases brand loyalty. The internet advertising is the future of marketing and it will soon be embraced as the foremost methods of marketing the product. Reference Chaffey, D., Smith, P. R. (2013).eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge. ISBN 9781136181467 Czinkota, M. R., Ronkainen, I. A. (2013).International marketing. Cengage Learning. ISBN 1285687167, 9781285687162 Freeman, B., Kelly, B., Baur, L., Chapman, K., Chapman, S., Gill, T., King, L. 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