Question:
Discuss about the Digital Marketing in Enterprise Architechture.
The business problem that is solved in this paper is the ad fraud in Australia. Ad fraud is scam or a technique in which the advertisers are fooled by the perpetrator in paying money for something that are totally worthless to them. Ad fraud is misleading the citizens with wrong products and services which are published to collect from the users. The fraud rate of Australia is considered as the worst rate in the whole world (Armstrong et al., 2015). The industries in Australia spend more than 7$ billion in speeding up the advertising in the year 2016. As the problem has increased, the way to solve those issues of digital marketing has also increased among the advertisers. This awareness has lead to change in the supply side of the dealers. The knowledge helps the publishers to eliminate the risk and fraudulent inventory potentially.
The usual stakeholders of an enterprise are customers, employees and its investors. Stakeholder is a group of people that keeps an interest on the company and can directly alter the business or can directly get affected by the enterprise. Additional stakeholders are also added in an organization. They include government, trade association and community. There are internal as well as external stakeholders. Internal stakeholder includes people those whose interest comes out by keeping a direct relationship with the company which includes investment, ownership or employment (Simula, Töllmen & Karjaluoto, 2015). The people who do not work directly with the company but somehow get affected by the outcomes and action of the enterprise is the external stakeholders. Creditors, public group and the suppliers are the external stakeholders.
Ad Fraud technology-
The business method that is taken to solve the ad fraud case is digital marketing. Digital marketing is an imaginative way to get to the customers with less set up ensuring low maintenance costs in media (Bui, Markus & Newell, 2015). The operations that are involved in digital marketing are applications that involve capabilities, structures, processes and cost effective technologies. Digital marketing also comprise to measure the interactivity, optimizing digital channels, personalization and targeting (Chaffey, Smith & Smith, 2013). The capability of digital marketing helps to increase iterative development, responsiveness, speed, experimentation and agility that a successful company needs to make a place in the market. Digital marketing involves –
Digital marketing solves ad fraud issues – Ad fraud issues of businesses are solved in the following ways-
Customers not only connect to call centers, stores or web site. The tendency now includes customer commitment with the integrated business, through many channels by both online and physically. The brand should meet the customer expectation and maintain a loyalty for long lasting relation with the customers irrespective of whichever and whatever the customer chooses. The enterprises are providing more money for assembling and building digital platforms for customer engagement, retention and customer acquisition (Brusaporci, 2015). The complexity and cost of digital application delivery and development are increasing exponentially. Some of the common enterprise architecture issues that can be solved by implementing digital marketing are
The way to stop customer from discontinuing their shopping lists
Way to increase their social traffic
Way to reduce bounce rate
Dealing with time issues
Receive ROI numbers in campaign of digital marketing
Improve click per Email rate
Develop in local search
Increase the social conversions
Decrease the bounce rate
Increase the conversion rate, and
The way to make a rank in a competitive market
There are three separate views of architecture for Digital Solution (Koeck & Warnaby, 2015)
Technology and application view
Sales and marketing technology
Digital project views of an individual
Reasons to undertake the change of digital marketing
The opportunities that are used to implement digital marketing in business processes are –
Creates a verified connection within the customers
Creating a strategy of social media marketing
Drop in organic reach
Satisfy quantity over quality
Having a good content
Taking the content to a big social audience
Encouraging sharing on social media
Tracking of data
Quality graphics and visuals are created
Changes that will occur after implementing digital marketing
The evidence of having a digital strategy of marketing is needed for all type of industries. Having a strategy of digital marketing, regardless of scale and size of business is very much important (Armstrong et al., 2015). A strategy of digital marketing is needed to grow a business and survive it for a long run.
From the industry report publish, 47% of the business follows digital marketing without a proper strategy (Soja & Paliwoda-P?kosz, 2013). This result in multiple beginning campaigns and finish up losing their budgets unessential. Timelines are to be set to fetch the result of the experiments they are trying for a good digital marketing strategy. Digital marketing consistent optimization and campaigns are both needed for accomplishment of great result.
The direction of the idea about what is to be done is to be cleared to the business procedure for digital space (Royle & Laing, 2014). The full idea should be noted first and also the ways for achieving them. Great number of thoughts comes to the mind while structuring an idea. The manager of digital marketing has to think about the customers, market target, goals, brand and objectives of the business. The process of getting a clear idea is quite devastating but it is important to pen down the idea and the process to resolve them.
Many upcoming businesses fail to recognize the priority of having online presence and the amount of customer they are losing because they are not connected online to the internet (Kim & Mauborgne, 2014). Not coming online leads to great lose to the business and they might face a growth of competitor those who have connection to the internet. To study about the competitors is needed and work according to that. A superior understanding is gained while defining a strategy on how a business can be taken further. Business should be done online so that the customers get to know about the product or service online. Implementation of plan and improvising them in a productive manner is to be done. Digital planning should focus on the existing clients and stay loyal to them instead of only focusing to the new clients.
Digital marketing does not work best when alone. It works best when they are integrated with activities of offline marketing (Patti, 2017). Online marketing alone cannot help a business alone to flourish. Different channels are tested, tried and identified and associate them with different other proportions are done to integrate digital marketing. The mixing of offline and online marketing is mostly needed to many businesses. It is important that the full marketing strategy is carefully integrated with offline and online activities of marketing. Consistency is to be mentioned among all the channels. The main motive is to have an integrated plan of marketing that distribute and publish all the messages over all the channels of social network, newsletters, advertising campaigns and also including websites.
The optimization and analyzation of the strategic plans helps to optimize the campaigns and get closer to the business goals (Fulgoni & Lipsman, 2014). A business strategy that is well integrated and well drafted helps to get the operational efficiency without any duplication and using the available resources in a better way (Charlesworth, 2014). Tracking progress and the strategy in response returning and an evolution of the technology is done by optimization.
Person responsible to initiate the change
Managers of the digital marketing are responsible for initiating necessary changes in a company (Taiminen & Karjaluoto, 2015). The work of the digital marketing manger will see the managing team to understand and develop marketing understanding, work with IT resources and translate them into technical particulars (Soja & Paliwoda-P?kosz, 2013). Manage the external development agency and driving project preference for web properties. Managers also manage agency that are responsible for deploying and developing consumer email. All inbound request are managed and web site schedule are managed and open issues are resolved. Manage all future product launch website and upgrade those. Work with Consumer Advertising and Brand Advertising Manager to implement campaign extension of online brand. Develop email and web content priorities, develop payoff web and optimization working with Content Manager. Coordinate schedules and publishing efforts, share best prices with web production team. A primary medium of vendor responsibility for implementation of email properties and advertising sales are done by managers. Third party features and tools are needed for implementation of evaluation. Serve as communicator with manager of Marketing Research to protect email and web reporting.
The role of the manager is to contribute leadership to technical resources, connect with the design resources.
Directionless- The business or enterprises that do not have a digital strategy do not have a fair strategic goal about what they want to achieve. They have to attract new customers and build relationship with the customers, and these are all done by online. They have to have a clear direction about is to be done. If goals are focused then the company will put all the efforts and resources to reach its goal.
Know the online market share- Without reaching the share market customer demand will not be satisfied. If the marketplace is not understood properly, then the mobility will be different for all the channels with distinct types of customer behavior and profile, propositions and competitors regarding marketing communications.
Start up and existing competitor’s gains market share- If enough resources are not given to digital marketing, then the place of the business may decrease due to increase in competitors of the same product or services. Customers searching online for a product get many different sites offering a same product. Resources should be dedicated to the right amount so that the competitors cannot come nearby in the online market place.
A dominant online value proposition- A clear online dominant value proposition is advised to make a difference between the new and existing customer of the company. The online value proposition instructs the business to stay loyal to both new and existing customer of the company.
Importance – Digital marketing enables to know the customer well and deliver the similar products or services they are actually looking for. The enterprise has to know their drawbacks and work accordingly to overcome their drawbacks.
Integration- It is important for a company to integrate its online and offline strategies. Digital marketing helps to integrated with the strategies. Digital marketing works best when they are integrated with response channel and traditional media.
Time and money is wasted through duplication- If there is no sufficient amount of money to invest, than it is wastage of time. Competitor of a company may invest much in digitization which results in the loss of the company.
Importance of budget- If budget is not given importance, than digital market may come to an end. Insufficient resource will lead to many competitors in the share market resulting in a loss for the company.
Part of the enterprise where changes happens
The part of enterprise that are where changes happens due to ad fraud can be accomplished in four different categories –
Operational efficiency
Process effectiveness
Automation efficiency
Opportunity creation
Operational efficiency- Operational efficiency refers to the quality benefits, market speed and cost reduction (Jeston & Nelis, 2014). Enterprise architecture helps to identify and deduct complex and costly processes between contradictory systems, to utilize best practices and improve tech platforms to simplify the training, maintenance and support.
Process effectiveness- Process effectiveness is a set of rules to improve the process opportunities and benefits the current generation revenue (Goetsch & Davis, 2014). The techniques that are involved in improvement of process involve inquiry of Business Architecture and System Architecture to execute business processes. Using of Enterprise Architecture highlights the processes that are performed, improvement of scenarios and redesign.
Opportunity Creation- this refers to the arrangement of mechanism that protects future, steady revenue generation, implementation of strategic initiatives (Katzenbach & Smith, 2015). Enterprise architecture is used in promoting the business and adjustment of IT.
Automation efficiency- It is a benefit that gives future devaluation of cost by the adjustment of technology planning and enhance the efficiency (Riggins & Wamba, 2015). Enterprise architecture is used in the estimate of use of the result of the systems and developed technologies.
Changes that occurs due to add fraud in digital enterprise are as follows-
Digitization of services and products- Services and products are enhanced with services that are value added and are digitized completely.
Value creation that is context sensitive- Though mobile devices are more popular, it enables the demand for customized solution.
Consumerization- Safe combination of mobile devices to an architecture that has managed enterprise for both IT and business is a challenging task.
Computerization of work- It is easier to work over distance which enables a simple outsourcing of task of business.
Computerization of business models- Enterprise needs to think repeatedly their business models and to evolve innovative business by employee’s competencies and skills.
Roadmap of Digital Marketing
A roadmap is needed to create a Digital Marketing Plan (Kaufman & Horton, 2014). There are main four elements that make s a road map of digital marketing.
Web asset- digital assets are needed to make a digital marketing strategy. In web asset the architecture of the website is audited so that the technical issues are corrected and identified (Manzerolle & McGuigan, 2014). Persona research and keyword are executed to develop the marketing strategy. Pay per click search engine and the following landing pages are also developed.
Content strategy- Content Strategy is a long term process. The content which is same as SEO strategy and which is available on websites experience optimization process. This takes a much longer time. New content serves the cause of delivering an experience of user.
Strategy of social channel- The channel of distribution and engagement for content is known as social media (Leeflang et al., 2014). The strategy of social marketing is defined allowing the content strategy and strategy of customer segmentation.
Technology Strategy- The roadmap of digital marketing cannot be carried out without tools to measure and execute outcomes and progress. All the tools and technologies are different from each other. There are tools which needs minimum fare such as Google. A business needs a powerful set of software tools for managing marketing strategies.
Conclusion
The advancement of technology is done by the practice and research of digital marketing. The advance technology cherishes various opportunities and poses remarkable challenges for the competitors. Promoting a brand by representing a product in a way that adds validity is done by Marketers with the use of Digital Portfolio. Digital Marketing provides sufficient arrangement for searching the right customer through connectors and search engines. The digital marketing allows the customers to get a wide vision on the brands or products they are searching for and get a brief knowledge about the product.
The introduction of digital marketing in business architecture is explicitly mentioned in this paper. This article also gives a bright idea that deals with the different problems related to digital marketing. The most important part of digital marketing is to connect with the customers. Digital marketing is a process of making new clients and as well as keeping a good relationship with the existing customers. This paper also acknowledges how to use digital marketing and the need to use them in today’s world of business to give the company an impressive platform. The processes that are followed currently are also described in this paper. Digital marketing of updated form is also described.
References
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Brusaporci, S. (Ed.). (2015). Handbook of Research on Emerging Digital Tools for Architectural Surveying, Modeling, and Representation. IGI Global.
Bui, Q., Markus, M. L., & Newell, S. (2015, January). Magnitude in innovation change: adaptation and reinvention in Enterprise Architecture implementation. In Academy of Management Proceedings (Vol. 2015, No. 1, p. 19056). Academy of Management.
Chaffey, D., Smith, P. R., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
Charlesworth, A. (2014). Digital marketing: A practical approach. Routledge.
Fulgoni, G., & Lipsman, A. (2014). Numbers, please: Digital game changers: How social media will help usher in the era of mobile and multi-platform campaign-effectiveness measurement. Journal of Advertising Research, 54(1), 11-16.
Goetsch, D. L., & Davis, S. B. (2014). Quality management for organizational excellence. Upper Saddle River, NJ: pearson.
Jeston, J., & Nelis, J. (2014). Business process management. Routledge.
Katzenbach, J. R., & Smith, D. K. (2015). The wisdom of teams: Creating the high-performance organization. Harvard Business Review Press.
Kaufman, I., & Horton, C. (2014). Digital marketing: Integrating strategy and tactics with values, a guidebook for executives, managers, and students. Routledge.
Kim, W. C., & Mauborgne, R. A. (2014). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press.
Koeck, R., & Warnaby, G. (2015). Digital Chorographies: conceptualising experiential representation and marketing of urban/architectural geographies. arq: Architectural Research Quarterly, 19(2), 183-192.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European management journal, 32(1), 1-12.
Manzerolle, V., & McGuigan, L. (Eds.). (2014). The audience commodity in a digital age: Revisiting a critical theory of commercial media. Peter Lang Publishing, Incorporated.
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated marketing communications practices: a comparison of objectives and results. Journal of Marketing communications, 23(4), 351-370.
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