Evaluation of Digital and Online Marketing Technology

Part A

Question 1

I believe online marketing tools are part of the marketing mix as channels that can be made use of. There may be diverted focus in regards to digital marketing if it is just used for advertising or promoting a product/service online. Digital marketing can be used in multiple ways whilst we consider facilitating it in an organisations marketing communication mix, rather than focus on 1 form of the marketing communication mix. As technologies are on a rise and the attention span of users is declining, I would suggest investigating marketing tools to help advertising via online content behaviour, understanding ways to inform consumers about the product if for example they were to search a certain product. If we look at the amount of data mining, consumer purchase behaviour and so on via the internet. The organisation can use such data to tap into relevant information that would help accelerate their sales or avail specific products whilst understanding the demand exists. If we look at Amazon and Google, these two organisations tend to have a lot of digital marketing working very well for them, as they have put it into practice in collecting information and monitoring what they purchase and how they purchase it. With such tools an organisation can tailor advertisements towards the users, we can see it more like an “On-Demand Advert” which would then grab the attention of users who are looking for specific items. There exists many accelerated ways of marketing on the web, with the level of innovation we have adopted, web marketing made it simpler to facilitate the following:

• Public Relations
• Investor Relations
• Customer Service
• Prospect Qualifications
• Product Sales
• Customer Interaction and Feedback
• Internal Communications

With that all being said, the digital world has opened up more opportunities for marketers as to understanding Buyer behaviour, Communicating frequently to the customer, Public relations and so much more.

Marketers tend to consider digital marketing to be more time-efficient and is used by the masses, hence it makes it easier to capture a wider reach, whereas the ways they market or allow themselves to be seen by the consumer may need to change as to avoid the click-through behaviour of the customer. I agree that digital marketing will become critical tools in brand building and other forms of communicating to the consumer, mainly Customer Relationships. Marketers can evade ad-blocks and such, if they just spend a bit of time trying to learn a bit about the online content behaviour and yet look out for technologies out there such as Geo-tagging, proximity marketing and so on.

Question 2

As a marketing manager, there are 5 steps to evaluating digital technologies:

Step 1:

I would evaluate the goals of the organisation’s digital marketing campaigns by understanding the number of social shares our posts are receiving, size of our fan base on social networks, the amount of times “Nike” is being mentioned on social media, look up the number of positive reviews found online via consumers, check the amount of online traffic we are getting on our webpage as well as how many times links are being diverted to our webpage from other social media outlets. If all these things were done by the previous marketing team, I would look at whether or not the targets are being met, if not I would then revise our goals as to accommodate our objectives.

Step 2:

I would re-assess the target market, if it is changed I will have to facilitate an information search as to have an idea of the demographics, interests and online activities that the consumers may have, this will allow me to achieve consumer profiling as to marketing reasonable content to them.

Step 3:

I would have to look at our online digital presence, this means I will have to see how well “Nike” is doing in the social online environment, are they active or passive when it comes to public relations and customer relationships. Are they utilizing everything the online world has to offer from technologies that can be feasible to adopt?

Step 4:

I would evaluate the types of messages “Nike” is communicating to the consumers in digital form. Are they sending the right message to the right consumer? Is the consumer understanding the message and acting upon it, positively or negatively?

Step 5:

I would evaluate the performance of Nike’s digital marketing campaigns. How is Nike benefiting from such channels? Are we making a profit while keeping costs low? Is our rate of investment on digital marketing visible to us, and is it positive?

Question 3

I would utilize almost all online marketing tools to allow the visibility of the new product.

The common marketing communication tools will be put into effect, such as advertising, promoting the concept in various trade shows, speaking opportunities as to describe the product, joint marketing, co-branding and many more traditional ways that can be broadcasted online via online content ads, which are simple adverts that will pop up due to their relevance whilst consumers maybe be browsing for a new phone for example.

• Search Engine Optimization.
• Get the word out there, be noticeable via social outlets.
• Email marketing is one way to inform the consumers about the product.
• Google AdWords to help online advertising.
• Bloggers or social media influencers, by offering the phone for testing by wide reach blogger or youtubers as to mention your product or talk in more detail about it.
• Online retail stores, you can be selective as to who you wish to sell the new phone and when they can sell it, such as your own website, amazon and the likes of amazon.

The strategy would start differing as adoption rates either increase or decrease, if they increase then the organisation will need to be and stay proactive whilst dealing with public relations, enhance customer services and promote customer satisfaction, if they decrease I would then suggest revisiting the product and re-examining the whole process of the marketing communication.

Part B

Question 1

I would particularly evaluate why should McDonald’s introduce a vegetable burger to their store?

I will need to define the problem and understand where the information search should start, before developing the needed research, once that is arranged then I would identify the research method. It will either be Primary or Secondary, or both. For this particular scenario, I will explore the secondary data at first since it is cheaper, faster and available whereas this may be biased. For example, in certain region McDonald’s can idealise a target market for such a product, such as in place where there exists a great population of vegetarians in compared to non-vegetarians, and see if the product gains popularity, if so they can proceed in furthering the choices of products in different places as to cater to the groups of people who are vegetarian per se. Therefore, I would select Descriptive and Causal research rather than Explanatory research.

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Once I have found the relevant, impartial, accurate and current data I require, we can advise for testing of the product as to not waste much time in looking for primary data, when such data can be availed to us by promoting the product on trial basis and see how well it does.