1. You are required to investigate how digital communication mix ( email marketing , mobile marketing , SEO, Search Engine Marketing , Display Advertising ) can be used as marketing techniques to target potential customers.
2. You are required to identify how the features of E-Commerce can be used to reinforce brand identit.
Nowadays, with the advancement of information and communication technologies and usage of internet across the globe, companies have also started integrating such technologies for doing business, promoting their products and services, targeting potential consumers and reinforcing their brand identity. In this regard, it is notable that digital marketing and e-commerce are significant strategies used by companies in the current competitive era. With this respect, this report is mainly focussed at elucidating the use of digital communication mix as a marketing technique for targeting potential customers. It will discuss how different techniques of digital communication mix are helpful to target consumers in a better manner. In addition to this, the report also discusses the use of the features of features of e-commerce to reinforce brand identity. The report clearly details out the usefulness of the unique features of e-commerce for strengthening the brand identity in front of customers.
It is vital to take into consideration that communicating the brand positioning of the company and delivering it to the target audience is the basis of the marketing strategy of any company. Companies need to deign potent sales and advertising messages that will attach brands with their customers instantaneously and successfully highlight the product’s quality and differentiation from other brands. However, with the advancement of internet usage in business and by consumers also, companies have to rely on digital communication mix for better targeting potential customers (Brown, Broderick and Lee, 2007).
Digital communication mix can be used as marketing techniques to target potential customers as digital channels like blogs and social media can be used to engage with their customers. Using e-mail marketing or display advertising of digital communication mix, companies can promote the purpose of the organisation in manifold languages with better cultural sensitivity (Brown, Broderick and Lee, 2007). Customers do belong to an eco-system where they are lead by an irresistible feeling of belonging. Engaging customers of different demographics in their personal language and with details which is pertinent to them increases their brand perception. For instance, YouTube videos can also be dubbed and subtitled in native language of the target markets and also the content can be localised on the basis of culture to better target the potential customers. User guides, video testimonials, and buyer guides are some of the numerous options available for generating a better customer experience using digital communication mix and increase the consumer base of the company (Labrecque, Markos and Milne, 2011).
Email marketing is the earliest type of digital marketing. It comprises of database marketing, i.e. segmenting the customer data and offering personalised, targeted messages to customers at the right time. Companies can use e-mail marketing for targeting potential customers by mailing them all the current information related to products and service, related to latest offers, discounts and details that help in targeting customers in a better manner (Taiwo, 2010). Similar to this, using mobile marketing also companies can send text messages to customers about the current offers and deals, which in turn will be highly helpful in targeting potential customers and enhancing the customer base. In addition to this, SEO (search engine optimisation) is the technique of enhancing the visibility of the website in the search engines. This can be performed by enhancing the ranking of a specific keyword, or enhancing the volume of keywords that are ranked by a site (Brown, Broderick and Lee, 2007). There are a range of SEO techniques, ranging from on-site technical study and improvement, to content generation, blogging, outreach, and link-building. Thus, whenever customers type those specific words to search engines they will get the company website in results and will directed to the company e-commerce website. Hence, it is useful as a marketing technique for targeting potential customers (Affinito and Mack, 2016).
Other digital marketing techniques like PPC (pay per click), social media advertising, online advertising or display advertising is helpful in brand awareness, offering customer service and interacting more with customers. Display marketing is offer target marketing advantages to companies because display advertising can influence consumers at every stage of the marketing channel from knowledge, education and assessment to proposal and function. Other digital marketing means, like email marketing, are inclined to be focussed on particular areas, but the reason displays are more significant is that, they can build brand awareness rapidly, since individuals are more likely to keep in mind what they see as compared to what they read or listen (Labrecque, Markos and Milne, 2011). In the end, the amalgamation of displays and informative SEO content that gain attention of niche markets aids in educating consumers and increases trust and loyalty in brands. Thus, digital communication mix is helpful in targeting the potential customers in better manner.
E-commerce or Electronic commerce means conducting any form of business, transaction or transfer of information via internet. E-commerce enables customers to electronically exchange products and services without any time and distance barriers. In the present ear, e-commerce has expanded at a rapid rate and is also forecasted to continue at the same rate, or even hasten. Therefore, companies have to integrate e-commerce effectively in their business not only for expanding their customer base, but also for strengthening their brand identity. The brand identity of a company is the way it wants to get perceived by customers. E-commerce has some unique and influential features, which companies can use for reinforcing brand identity. One of the significant features of e-commerce is its ubiquity, which means that it can everywhere, and thus it helps companies in targeting more number of customers, anytime and anywhere. Companies can reinforce their brand identity by using ubiquitous feature of e-commerce as they can appeal a large number of customers. Moreover, an e-commerce website aids a company in focussing on making sales, and enhancing those all-significant conversion rates (Korper and Ellis, 22009).
Using e-commerce website, brands can convey ‘who they are’ as well as ‘what they do’. This in turn contributes in the overall brand experience, and aids in generating return customers. The e-commerce customer service, the offerings, as well as the general order process all contributes in the reinforcement of brand identity, if used properly and effectively (Müller and Chandon, 2003). A website allows companies to not just be tremendously informative about the brands, but also to influence customers by using pictures and videos that can reinforce their brand identity. It is notable that e-commerce allow brands to deliver audio, video, animation, signs, billboards, and so on to customers with incredible amount of information, and thus, it can be used to reinforce brand identity and to show customers the logo, tagline, tone and typeface of the brand in a more prominent manner. Interactivity is another pertinent feature of e-commerce as it enables two-way communication between consumers and businesses (Daniel, 2011). This feature plays a significant role in reinforcing brand identity because companies can inform customers about the brand values determine the way they perceive brand by interacting with them and can also influence their present perception or a better brand identity (Mohapatra, 2012).
In addition to this, the electronic commerce technology also brings down the information collection, gathering, communication and processing expenses, and hence using e-commerce brands can transfer more accurate and current information to customers and that too at low cost so as to strengthen their identity in front of customers. Personalization is also one of the important features of e-commerce as in e-commerce business can be attuned for a name, for the interest of a person and marketing message can be adjusted to a particular individual. The e-commerce technology enables for custom and merchants can also modify the product or service on the basis of user predilections or prior behaviour (Burt and Sparks, 2003). This highly contributes in reinforcing brand identity because when customers can more tailored and specific services their perceptions for the brand definitely gets improved. Hence, companies can use e-commerce to not just give information about the brand to customers, but also about the lifestyle they promote and services they are entailing to deliver and by utilising the unique and influential features of e-commerce (Turri, Smith and Kemp, 2013). It is considerable that e-commerce can be used to promote brand identity not just by informing about brand values to customers also by interacting with them.
Conclusion
To conclude, it can be stated that the aforementioned discussion in the report has clearly highlighted the importance of digital communication mix for targeting potential consumers. It has been discussed in this report how email marketing, mobile marketing, SEO, Search Engine Marketing, Display Advertising and other forms of digital marketing allow companies to target consumers in a more effective manner. Also, the report has discussed the usefulness of e-commerce for reinforcing brand identity and the way companies can use e-commerce to strengthen their brand identity.
References
Affinito, L. And Mack, J. 2016. Socialize Your Patient Engagement Strategy: How Social Media and Mobile Apps Can Boost Health Outcomes. Routledge.
Brown, J., A. J. Broderick, and Lee, N. 2007. Word of Mouth Communication within Online Communities: Conceptualizing the Online Network. Journal of Interactive Marketing, 21 (3), pp. 2-20
Burt, S. and Sparks, L. 2003. E-commerce and the retail process: a review. Journal of Retailing and Consumer Services, 10, pp. 275–286.
Daniel, I. 2011. E-commerce Get It Right!: Essential Step-by-Step Guide for Selling and Marketing Products Online. Insider Secrets, Key Strategies and Practical Tips – Simplified for Start-Ups and Small Businesses. NeuroDigital.
Korper, S. and Ellis, J. 2009. The E-Commerce Book: Building the E-Empire. Morgan Kaufmann.
Labrecque, L. I., Markos, E. and Milne, G. R. 2011. Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 251(1), pp. 37-50.
Mohapatra, S. 2012. E-Commerce Strategy: Text and Cases. Springer Science & Business Media.
Müller, B. and Chandon, J. 2003. The Impact of Visiting a Brand Website on Brand Personality. Electronic Markets, 13 (3), pp. 210-221.
Taiwo, R. 2010. Handbook of Research on Discourse Behavior and Digital Communication: Language Structures and Social Interaction: Language Structures and Social Interaction. IGI Global.
Turri, A.M., Smith, K.H. and Kemp, E. 2013. Developing Affective Brand Commitment Through Social Media. Journal of Electronic Commerce Research, 14 (3), pp. 201-214.
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