Discuss about the Digital Marketing for Marketing and Social Media.
Digital marketing is defined as the modern trend of marketing where the marketing process is handled through the awareness of the brand and the internet promotion of the product. The competitive advantage and profitability can be achieved by the organization through establishing new phases of digital marketing across the globe. Some of the common digital marketing strategies include the development of the attractive website, email marketing, branding and modifying new products and services to attract new customers, content marketing, and social media promotions (Daj & Chirca, 2009). This paper incorporates some of the trends in digital marketing and the strategies which an organization is entitled to ensure good customer relationships in a business. A lot has been discussed on the implementation of social Medias as one of the platforms for digital marketing.
Digital marketing focuses on technology trends, mainly the internet and social media. However, there has been the use of mobile phones, display advertisement, and considerate digital medium.
In the 21st century, digital marketing has widely been utilized by major companies to enrich diaspora customers. The Manor House London is operating in the hospitality industry and the industry provides its services via online platforms to its customers. Additional services have also been provided to enhance better customarily relations i.e. Wi-Fi services. The target audience of this hotel is the business class residents (Dateling & Bick, 2013).
The performance of an organization depends on very many factors. Some of these factors include the name of the company, services being offered, target audience, additional services and customer relations. Even though the Manor House London has accepted and utilized some of the strategies for digital marketing, there is still a very big void to be filled in order to synchronize with their competitors. The organization brand should understand the importance of social media and intimated its policies. Segmentation of audiences out of their population may not have the capability of attracting a better part of customers (DeCoster & Naatus, 2017).
The brand which Manor House London hospitality organization is using has no customer service chat option. This property has effectively reduced its importance based its operating principles. The direct calls producers reduce time of interact action with broadly based customers and are not very effective to be used in such organization.
The brand has also played a very moderate role in ensuring the number of customers who are accessible to the services at an instance. This organization uses queuing procedures to get responses from its customers. Their email marketing is less productive and does not the capability of rendering a strong competition with other technical digital marketing.
Another reason for their failure is poor web design. The domain name of Manor House London lacks a search engine optimization (Järvinen, et al, 2012). The customers, therefore, does not have the options for selecting their desires services or search for hotels in London. The options for the search optimization are almost invisible and therefore less effective for use in the digital marketing arena.
This organization has also failed in ensuring a proper promotion of ads through social media. They have insufficient ‘animated videos’ and advertisements which can attract the attention of audience. Though they concentrate on marketing and branding their services and products, audiences may not be intimidated to buy the modified brands (Deighton & Kornfeld, 2014). They must, however, be convinced and persuaded on the liability of the brands. This, therefore, means that digital marketing can only be effective if implemented properly.
The target market for the hotel is the corporates, families and other visitors visiting the places and are only dependent on the economic performance and the standards of accommodations available in the vicinity of the hotel. The target audience for this hotel is extracted from limited demographical properties (Lamberton & Stephen, 2016). This habitual phenomenon is the major cause of failure for this company’s brand because a lot of factors has to be considered when evaluating the target audience. The organization is limited to incomes of the middle class and professional business. This group may not be enough to enrich the customary requirement of the organization.
The Manor House London organization has strategized limited promotional boundaries of its marketing activities. This is the reason why it has not succeeded in franchising its brand to the audience. The number of an audience which can be assessed at a given time is small and cannot be used to measure the future performance of the organization.
Facebook marketing is the advertisement of marketing products based on task building and lasting relationships and a constant and continuous interaction publications of important content which are not necessarily meant for selling. The three essential tools for Facebook marketing is pages, images, and friends. Given a task to implement Facebook on my digital market, I will consider the following implementations protocols. Facebook marketing requires three essential components. I would ensure that the four components are put in place to ensure a better social media effort (‘Social Technology, 2012).
A good website to enhance a better showcasing and offers customers intimidating desires to interact more on the website. A website is a focal point for any business success. Secondly, a strategic business plan to enables entrepreneurs to have a better understanding of the cost of goods and services and how to measure the performances of businesses at any given time. A good plan also ensures proper allocation resources for the business (Simkin & Dibb, 2013). Thirdly, an Email marketing to be used for general marketing strategy. The bulk of customers are seen by their emails and therefore it is the platform to capture many customers, and lastly a Standard Facebook page.
Facebook bare basic elements which must always be achieved before any marketing strategy is put in place.
Once the above elements are set, I would set goals by considering Facebook marketing goals. The essence of creating goals is to ensure maximum exposure and awareness and to establish an authority which implements my pas work and depth knowledge of subject matter. Secondly, I conduct a research based on my audience and how to spend time with them. I would research the latest techniques of keeping Facebook effective and my competitions on how to associate with them. I would keep up with trends in order to understand the attitude of my audiences.
I would then measure my progress based on the above research and then evaluate to see if Facebook would emerge the best marketing center as compared with another social medial and finally design an excellent marketing platform which takes into account all audience from diverse sectors of the economy.
Instagram has many users now than even before resulting to it being a perfect investment platform for new and existing brands in the market. Through sharing information about their services as well as photos of their products the brands have been able to enhance a positive market increase. Being a great marketing platform I would implement it as discussed below;
I would use Instagram profiles to influence the broader audience. I would ensure that no user has a waiting queue a to access available service on my website. Secondly, I would create an engagement with contests of hashtags to create pictures of products and services. I would then use a free reward strategy to give an additional attraction to my audience (Luigi, et al, 2011). In addition, I would also provide an impartial description of any uploaded product precede by discounts or promotion codes, feature my customers in all directions and ensure that they are the major indicators to my company perspective and lastly invent new interests and educate them about my products and services and then turn them into my customers.
My Instagram marketing would be strategic to all users. I would few but effective features which would capture the ability of every audience to have an easy interaction with my products and services. Instagram would always be an essential tool in my marketing website.
Engagement on Twitter is like a cocktail party discussion. The audience must be provided with valid and accurate information to render them active on the website.in order to implement twitter in my digital marketing strategy, I would first consider the objectives of twitter marketing by determining the number of followers and the extent of their awareness on the type of product am dealing with, secondly, I would identify the target audience and determine the best hours to associate with them and lastly monitor my competitors if they are also using the same media to value their products (McCorkle & Payan, 2017).
Based on twitter engagements, my website would be made simple clear to all users. I would also limit some access measure which may prohibit my users from encroaching essentials parts of products promotion. Finally, my marketing website would be perfect, simple, interactive, attractive and widely accessible by all users.
Conclusion.
Social media has been seen as a very important tool for succeeding any business operation. The organization should promote its services through attractive advertisements which can easily grab the minds of people. They should also focus on email marketing and conduct surveys for people who visit the portals to enable them to generate space for customers. Finally, digital marketers should majorly facilitate in web search to allow customers have direct or indirect links to the website content.
References
Daj, A, & Chirca, A 2009, ‘The adoption of digital marketing in financial services under crisis’, Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, vol. 2, pp. 161-166.
Dateling, M, & Bick, G 2013, ‘The impact of social media on the marketing strategies of South African businesses’, Annual International Conference On Enterprise Marketing & Globalization, pp. 52-57, Business Source Complete, EBSCOhost, viewed 25 September 2017.
DeCoster, D, & Naatus, M 2017, ‘Experiential Learning In Digital Marketing: A Library Social Media Takeover’, Business Education Innovation Journal, 9, 1, pp. 84-88, Business Source Complete, EBSCOhost, viewed 25 September 2017.
Deighton, J, & Kornfeld, L 2014, ‘Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web’, Gfk-Marketing Intelligence Review, 6, 2, pp. 28-33, Business Source Complete, EBSCOhost, viewed 25 September 2017.
Järvinen, J, Tollinen, A, Karjaluoto, H, & Jayawardhena, c 2012, ‘digital and social media marketing usage in b2b industrial section’, Marketing Management Journal, 22, 2, pp. 102-117, Business Source Complete, EBSCOhost, viewed 25 September 2017.
Lamberton, C, & Stephen, A 2016, ‘A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry’, Journal Of Marketing, 80, 6, pp. 146-172, Business Source Complete, EBSCOhost, viewed 25 September 2017.
Luigi, D, Oana, S, Mihai, T, & Simona, V 2011, ‘Disclosing the promising power of social media – an important digital marketing tool’, Studies In Business & Economics, 6, 1, pp. 37-45, Business Source Complete, EBSCOhost, viewed 25 September 2017.
McCorkle, D, & Payan, J 2017, ‘Using Twitter in the Marketing and Advertising Classroom to Develop Skills for Social Media Marketing and Personal Branding’, Journal Of Advertising Education, 21, 1, p. 33, Complementary Index, EBSCOhost, viewed 25 September 2017.
Simkin, L, & Dibb, S 2013, ‘Social media’s impact on market segmentation and CRM’, Journal of Strategic Marketing, August, Business Source Complete, EBSCOhost, viewed 25 September 2017.
‘Social Technology: The Next Frontier. (Cover story)’ 2012, Financial Executive, 28, 4, pp. 40-45, Business Source Complete, EBSCOhost, viewed 25 September 2017.
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