...Liberal Arts Bangladesh Assignment on Social Media Marketing Course Code: MBA - 502 Course Title: Marketing Management Prepared by: Group - 05 Name of the Group Members’: Ferdowsi Ara ID: 122-051-062 Ayesha Akter ID: 121-051-025 Shagufta Momriz ID: 123-051-024 Kaosar Mahmud ID: 123-051-013 Jannaten Nigar Nayela ID: 122-051-057 18 November 2013 Table of Content Content | Page # | Introduction | 01 | Digital Marketing | 01 | Advantages and Disadvantages of Digital Marketing | 01 | Mobile Marketing – a type of digital marketing | 02 | Advantages and Disadvantages of Mobile Marketing | 02 | Digital Marketing vs. Mobile Marketing | 03 | Choosing Best Option – Digital or Mobile Marketing | 03 | Digital and Mobile Marketing in Bangladesh | 03 | Future Prospects of Digital and Mobile Marketing | 04 | Conclusion | 05 | References | 06 | Introduction Now-a-days marketing practices have been shifted from traditional media to digital media due to the remarkable rise in the field of social media. Present and prospective customers are now smarter than past, they are now become more aware, communicate and respond faster and their choices are now become more personalized. One of the major shortcomings of the traditional form of marketing is that, the marketers wouldn’t be able to know how many people saw or heard about their products or services. But with the blessings of digital media marketing they are now able to know the exact statistics...
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...strength of marketing. Prada dedicated on producing life style of elegance and sophisticated products and demonstrated its brand identity as “Contemporary classic, culturally elegant”. Today, Prada became a fashion empire with huge asset and related to numbers of people, which is including the sales, workers, managers and so on. In recent years, economic crisis crush the whole world’s economy, Prada is suffering as well. So, developing a strong marketing strategy for Prada is imperative. Though Prada has developed approximately 100 years and gained rich experience of traditional marketing and new marketing, there are still some drawbacks on new types of marketing. To choose an appropriate marketing trend, which need to adapt to nowadays society. Therefore, to exploring more opportunities in the twenty-first century, new type of marking methods should be introduced to cater to this network era. Evaluate the marketing trend Marketing trend: From traditional marketing to digital marketing With the popularization of network and smartphone, E-commerce and E-business has become more popular and more people discovered the advantages of online shopping. Compared digital marketing with traditional marketing, three differences have been stand out. Firstly, the digital marketing costs less than the traditional one, all the marketing strategy can develop online, which is convenient for both marketers and customers. Another factor should not be ignored, digital marketing provides...
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...The Impact of the Digital Revolution on Consumer Behavior Kaplan University MT459: Consumer Behavior Professor Richard Caldarola October 22, 2012 I. THE ADVANCEMENT AND DEVELOPMENT OF DIGITAL REVOLUTION. A. Types of digital technology that is used by consumers all over the world. B. Other forms of digital technology that is expected to be utilized by consumers that involves linking to the internet. II. THE NEW MARKETING CHOICES THAT THE DIGITAL REVOLUTION USE THAT CHANGES CONSUMER BEHAVIOR A. Ways that the digital revolution has changed the consumer behavior as a result of marketing choices. B. The different roles that consumers have in marketing that impact their behavior. III. HOW THE DIGITAL REVOLUTION HAS CHANGED THE STRATEGIES IN WHICH CONSUMERS SEARCH FOR AND PURCHASE PRODUCTS. A. The process that consumers used in purchasing a vehicle in the past. B. How the internet is now utilized to assist consumers in the process of purchasing a vehicle. C. The effectiveness that digital experiences have on consumers and how they are influenced and impacted. IV. HOW THE DIGITAL REVOLUTION HAS CHANGED THE CONSUMERS SHOPPING EXPERIENCES. A. There are many digital tools that consumers use that can assist them in shopping. B. The percentage of sales is increasing dramatically and is expected to increase with the assistance of digital tools. C. Surveys of Home Accents proves that there is an increase in engaging...
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...an organization will have when related to the marketing world. There are typically two kinds of presence that an organization will obtain when attempting to market and sell their products. The “space” (digital) and “place” (physical) presence of an organization will ultimately determine the success it will have. Much of this evaluation on how an organization chooses to select which presence is the best medium for their identity and products depends on different factors of consumer preferences. A physical positioning for organizations that choose to use a place presence is very important for a strategic reach of the target market. However, in a digital market there are numerous advantages for customers over a physical presence. Today, practically anyone with internet access can buy basically any product online and have it delivered to a specific location or pick it up at the organization’s actual physical location. This paper will discuss the marketing implications for reaching target market segments in each medium as well as the advantages and disadvantages of strictly using only a digital or physical presence. Honestly, an organization that uses both a space and place presence in their marketing campaign will usually have the most success. “The internet today gives consumers the opportunity to shop anywhere at any time whenever they choose” (Rafaeli & Vilnai-Yavetz, p. 162). This is a powerful advantage in the digital age that all businesses and sales people use. ...
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...Abstract – Consumer Driven Marketing Communications Digital communications has opened the way for any and all businesses, be they small or large, to interact with their customers on a more personal and immediate level; providing a sense of community with easily accessible tools and without the need to physically organize large-scale events. Be it through Twitter, a company’s Facebook page, or a dedicated website that hosts message boards or product review forums – all companies can now reach out to consumers no matter where they are (as long as they have the internet) and respond to concerns and queries within a timeframe that would have seemed impossible just 15 years ago. This direct interaction allows large companies to develop more personal relationships with their consumers (going as far as having company executives respond directly to comments by customers in some cases) in a way previously only available to smaller businesses and their local customers. On the flip side, the low-cost (almost non-existent) of maintaining a Facebook page and Twitter feed (along with other online avenues of digital communications) allows smaller businesses to utilize marketing strategies on a larger scale than would otherwise be possible or affordable and helps deliver their marketing message to a wider audience. Commercials and active marketing can be maintained at a lower cost as well by using avenues such as Youtube and community message boards to promote the marketing message at a significantly...
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...Kodak Digital Conversion & Archiving June 3, 2005 Marketing Final Project Ron McClurkin Shaina Swartz Eric Goehring Takahiro Degach Table of Contents Introduction & Concept................................................................................................................................3 Demand...........................................................................................................................................................5 Customer Analysis.........................................................................................................................................7 Competitor Analysis......................................................................................................................................9 Competitor Position.....................................................................................................................................13 SWOT Analysis.............................................................................................................................................14 Strengths........................................................................................................................................................14 Weakness................................................................................................................................................
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...Since there are so many goods and services available, organizations must use convincing approaches in their advertisements to increase the chances that ad budgets will have a positive return. There should be a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time which is called an advertising objective or goal (Kotler et al., 2008). This paper is written to compare and contrast a product offered by Marriott International Incorporated through the advertising platforms of traditional, tradigital, or digital. It will also recommend the advertising type that is most effective and offer an investigation into the return on investment (ROI). Advertising media platforms can be categorized into three different types: traditional, tradigital, and digital. Traditional advertising is what most people think of when talking about advertising or marketing and includes the “usual” venues for media placement, such as newspaper, radio, broadcast television, cable television, or outdoor billboards (“Types of Advertising,” n.d.). Traditional advertising medias are deep-rooted, easy to find and place, and very quantifiable in terms viewership through subscriptions and audience market shares. However, it is expensive, especially in larger markets, and often more regulated while meeting the norms and standards of the media in which it is placed (“Types of Advertising,” n.d.). Traditional media has a proven track record and...
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...mobile banking or internet banking is not linked to the main website and customers those who want to find the links unable to find through the main website. When it is using mobile banking or internet banking it should be able to use the service from any type of smart phone or iPad. It is also important to pass the massage to the customers and attract them to the new digital services. There is no twitter account and no updates in twitter. It is important to have sharing buttons for social media like twitter to take the brand name to the international market place. Only face book page is updating and there are about 44,000 likes for the page. Digital marketing is a vital communication tool and it is important to apply for the business operations. Due to the busy lives of the people, it is important to have mobile apps and easy access to do payments, banking services and they are whiling to use mobiles to do the transactions. Therefore, applying digital marketing to Peoples bank is more important and it should compare what other competitors are doing with digital marketing to improve their performance. digital marketing has many components such as websites, emails, content sharing, search engine...
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...The article Cheapest E-Books Upend the Charts by Jeffrey A.Trachtenber illustrates that as digital sales’ sharp rising, the cheap and self-published digital e-books have been more attractive to the budget-minded readers which results in the distress and price pressure of the large publishers. This article is relevant to the Direct Marketing and Direct Selling in Chapter 14 and Marketing Distribution. The wise digital e-book sellers use On-line Retailing take internet’s advantage in order to “beat” the traditional large publishers in the two variables of marketing distribution----Price and Promotion. “On-line Retailing makes products available to buyers through computer connections…With advances in computer technology continuing and consumers ever more pressed for time, online retailing will continue to escalate” which may be the most reluctant fact for large publishers to face. (Ferrell 354) Furthermore, as we entered the “marketing era, one of marketing orientation”, marketing method has been more of sellers’ concern. (Ferrell 11) Just as what Mr. Locke who has 20,000 followers in the Twitter and use blog to do the promotion says in the article, “it’s all about marketing”. They use blog to do the promotion increase public awareness and price variable to be more competitive. However, thought the article didn’t mention, there’re also disadvantages of on-line retailing, which the e-book sellers should take concern. “In a recent survey conducted by the Business Software Alliance...
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...INTERNAL ENVIRONMENT Current Marketing Objectives, Strategy and Performance Gannett Company chief executive officer Craig Dubow’s goal for USA Today and commitment to the customer is “getting news and information into the hands of consumers faster than ever before.” This commitment is one that matches the current marketing goal for USA Today which is to be more innovative in order to differentiate its product from competitors. USA Today showed consistency with this goal by showing innovation in the marketing program. USA Today’s marketing program includes online publications, on-demand news and information, and brand extensions and partnerships. These goals are also consistent with customer demand for digital options as technological advances and mobile access increase. Within the national newspaper industry, USA Today still has the largest print circulation and highest volume of newsstand sales in the industry even though the newspaper’s print circulation has declined. However, its digital subscriptions fall significantly behind its major competitors and USA Today is no longer the most widely read newspaper. In regards to printed newspaper circulation, the industry as a whole is experiencing a decline in performance. This is due to decreased revenues, decreased sales and increased costs. Advertising revenues have declined by 51 percent since 2005. Part of a cultural trend, sales of printed newspapers have also decreased as the customer obtains news from other...
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...Legal Analysis 5 4.1.2 Strengths, weaknesses, opportunities, and threats analysis 7 4.2 Industry analysis 9 5 Market analysis 10 5.1 Market forces 11 5.2 Market position 12 6 Internal analysis 13 6.1 Sustaining competitive advantage and core competencies 13 6.2 Strategic alignment 14 7 Marketing objectives 16 8 Marketing strategy 16 9 Implementation 19 9.1 Product 19 9.2 Price 19 9.3 Place 19 9.4 Promotion 19 9.5 People 20 9.6 Processes 20 9.7 Physical evidence 20 10 Milestones and leaderships 20 11 References 23 12 TELESCOPIC OBSERVATIONS Strategic Framework 26 13 SWOT Strategic Framework 30 Executive summary Since Kone Corporation was founded, the company has experienced remarkable growth and performance, which it continues to enjoy to date. However, the recent global economic crisis has resulted in decline of business in traditional markets, which has hampered projected growth. Competition has also intensified in market which requires more effort and strategies to ensure that performance does not declines. Several strategies have been identified to ensure that the company maintains its position as a leader in the business. This includes, introduction of digital marketing, market expansion, and acquisitions (Kone, 2014a). Key issues Kone has a strong reputation as a leader in the industry as a leading manufacturer of elevators, automatic building doors, escalators, and integrated solutions. Its remarkable performance...
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...Marketing Joy in the Physical and Digital Mediums Charlotte M. Banks Ashford University Marketing Joy in the Physical and Digital Mediums Mullins & Walker (2010) explained that marketing is a social process involving the activities that facilitate exchanges of goods and services among individuals and organizations. Marketing is a critical player in the success or failure of any business. Many organizations have discovered marketing strategies to reach their customers both physically and virtually. This paper will discuss the marketing implications for reaching specified segments for using both physical and digital mediums that allow customers to move from one medium to the other with ease. In addition, examples will be given for the medium that is shown the most preference as well as businesses that have been able to maximize the usage of both physical places and digital spaces. The world is looking for convenience and if marketing strategists are going to survive, they must be able to identify the best product or service and the best physical and/or digital location that will be magnets for the ideal market segment. There are many suggestions as to how an organization should introduce a product or service to various market segments. Market segments are relatively homogeneous subdivisions of a market that are likely to be attracted to particular products or services. Demographics (age, gender, race), socio-economic (income, occupations), geography...
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...allocate budget across the various digital categories? <Chart 1 – Marketing vehicle, directions of media in IMC process> Sephora’s digital media budget allocation should be planned to execute distinctive strategy and exploit on-line market growth. After analyzing Sephora’s differential advantages over other competitors from customers’ view of purchase process, we could concluded that it should strengthen advantages of ‘Conviction’ stage as differential sources which represent ‘Beauty experts’ and ‘advice’. Furthermore, we also decided that it is vital to consider repetition-purchase-rate and get additional investment on mobile applications to respond to increase of on-line formats. Since the case did not provide customers’ purchase process of Sephora specifically, we analyzed the case by using basic model of integrated marketing communications (IMC) and defined each media’s attribute by evaluating qualities of them through team discussion. We considered directions of each media in the process not allocating budget quantitatively since there was no conversion rate, unique visitor and unit cost in the case. A. Conviction efficiency – 40% ($ 400,000) : Beauty Talk It is very necessary for Sephora to make positive conviction to potential consumers to retain more actual purchase from them. Actually, it should focus on marketing resources and make company’s differential strategy by activating interactive resources, Sephora’s advantage. According to above chart, we...
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...| 2015 | | SAP Nederland B.V. Geurtvb | New media (digital) experiential marketing | Inhoud Introduction 3 1 The company 3 2 The subject 3 3 Types of experiential marketing 5 3.1 A brand event 5 3.2 A sponsored festival 5 3.3 interactive advertising 6 3.3.1 An offline example 6 3.3.2An online example 6 4 Advantages and disadvantages 7 4.1 The advantages of experiential marketing 7 4.2 The disadvantages of experiential marketing 7 5 Characteristics of the user 7 Biography 8 6 The Commercial user 9 7 The costs of experiential marketing 9 Conclusion 9 Introduction This report will focus on the possibilities for SAP Nederland to implement a new media tool for their UA program. It is necessary for the UA program to optimize its marketing strategy with new media to be prepared for the future. This research is about (digital) experiential marketing. The goal of this report is to provide the management of SAP Nederland with an advice to improve their marketing strategy with new media. F.Y.I The underscored parts in this paper are coming from literature study and external sources. 1 The company Systeme, Anwendungen und Produkte, in short SAP, is originally a company from Germany. SAP was founded in 1972 in Walldorf, the company has still got its head office in Waldorff Germany, with different offices in more than 130 countries. SAP is a world leader on the market of business software and other related services. Nowadays, SAP has...
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...Internet Marketing Opportunities Prepared for: CEO of Community Empowerment City of Philadelphia Prepared by: Denise Martinez, Employee of Community Empowerment Devry University April 3, 2015 Mobile revolution chart 1400 John F Kennedy Blvd Philadelphia PA 19107 (215) 696-7617 April 8, 2015 Community Empowerment Chief Executive Officer Attention: Ms. Marilyn White, CEO INTERNET MARKETING OPPORTUNITIES On behalf of the company’s future development, there was some research conducted for purposes of enhanced marketing opportunities. I have researched and finished a proposal on Internet marketing. The report describes some of the major benefits that are associated with online marketing. This proposal provides a detailed research with data and examples to support all the facts. This report provides a scope that offers all the reason that you should invest and take advantage of Internet marketing. There are detailed sections along with illustrations for better understanding of the proposal. There is also a list of recommendations and references so there can be further research done and you can come to a conclusion that online marketing will expand the future plans of the company. Thank you for the opportunity to complete the research for this proposal. As an employee to this company, I look forward to your feedback and I hope you take into consideration this great opportunity. Sincerely, Denise Martinez ...
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