Answer To: TOPIC - Digital Marketing ( Social Media Marketing) Introduction – History-Background, Team...
Abhinaba answered on Feb 01 2021
Running Head: EVALUATION OF DIGITAL MARKETING
EVALUATION OF DIGITAL MARKETING 25
EVALUATION OF DIGITAL MARKETING
Abstract
Digital marketing has become the most used marketing method by the organisations. Organisations are more likely to choose digital marketing method over traditional marketing methods because of its beneficial features. The most common digital marketing methods are email marketing and social media marketing. Organisations choose email marketing and social media marketing for its profitable characteristics. Both email marketing and social media marketing are very cost effectiveness. Organisations do not need to spend a huge amount of money in their advertisements on social media. Thus, the inexpensive advertisements of the organisations about their products on social media prolong their margin of profit in terms of earning more revenues. Organisations need not to spend a lot of money on making commercial emails and can send those emails to a large number of consumers at a time.
Though digital marketing is a very important marketing method for organisation it has many barriers such as political, economical, regional and cultural. Organisations have to pay heed attention about preventing some risks while advertising on the social media. Social media platforms always face a risk from the online hackers. The hackers are prone to hack the organisational websites and social media accounts to steal important information about the customers and the companies. There are some risks associated with email marketing also. Phishing emails is a major risk that organisations can face while email marketing. Customers get trapped by the phishing emails and when they open it then the malware gets downloaded in their system. These phishing emails abate the brand popularity of the organisations on a large scale.
Table of Contents
Introduction 5
History of Digital Marketing 5
History of Email marketing 5
History of Social Media Marketing 6
Importance of digital marketing in international locations 7
Cultural consideration of digital marketing 7
Politicalconsideration of digital marketing 8
Economicconsideration of digital marketing 8
Regional consideration of digital marketing 9
Legal consideration of digital marketing 9
Tariff for digital marketing 9
Barriers for digital marketing 9
Ethics for digital marketing 10
Cost for digital marketing 11
Execution of digital marketing 11
Assessment of digital marketing 11
Characteristics of Social Media Marketing 12
Advantages of Social Media Marketing 13
Risks Associated with Social Media Marketing 15
Impact of Social Media Marketing for Organisations 17
Conclusion 18
Marketing Plan for Maybelline New York 19
About Maybelline 19
Marketing Strategy of Maybelline 19
Marketing Mix of Maybelline 20
Product 20
Place 21
Price 21
Promotion 21
SWOT Analysis of Maybelline 22
Strengths 22
Weakness 22
Opportunities 23
Threats 23
References 24
Introduction
Digital marketing is marketing of products and services through the digital platform. Digital marketing is done by giving advertisements on social media, websites, mobile applications and other digital platforms. The growth of the digital marketing is proportional to the growth of the technology. The growth of the digital marketing is enhancing day by day, as the technology is rapidly updating and being innovative. Digital marketing has become the most used marketing process used by the organisations because of its benefits. The preference of digital marketing is enhancing as the organisations have aimed to reach to a wide range of customers worldwide. In this assignment, we will study about the development and evaluation of the digital marketing.
History of Digital Marketing
The conception of digitalization is introduced in the year 1971, when Raymond Samuel Tomlinson had invented email and make opportunity for people to use emails to transfer and receive files. The terminology of digital marketing was first introduced in 1990. The establishment of Google, MSN of Microsoft and web portal of Yahoo in 1998 enhanced the path of digital marketing. Digital marketing become more essential in the decade of 2000 as customers become highly dependent on electronic gadgets such as mobile and computers for using social media like YouTube, Facebook, LinkedIn, Twitter and Instagram. Email marketing and social media marketing are the two innovative digital marketing strategies that organizations use to obtain a global customer base to expand their market share.
History of Email marketing
Email marketing is another innovative and effective digital marketing strategy. Email marketing is about sending commercial emails to people. The usage of email marketing had started in the 90’s. Gary Thuerk had sent commercial emails to more than his 400 clients had in 1978. Email marketing can be done through two types of emails such as transactional emails and direct emails. Transactional emails depict the transaction history of customers with the organisation. For instance, organisations send an invoice of the customers’ purchase, which is transactional email. On the other hand, organisations send direct emails for the promotion of their products and services. Organisations take email marketing strategy, as it is much more cost effective and easier than the traditional marketing strategies. Most of the people use emails for their personal and professional purposes. Therefore, they check their emails on a regular basis. Thus, promoting products and services through emails will benefit the organisations as a large number of people will check the commercial emails and there are fair chances that they will get interested in availing those products and services.
History of Social Media Marketing
Social media marketing had started in the early 2000 through the invention of LinkedIn and Facebook. LinkedIn is invented in 2002. LinkedIn is a social networking website, which is used by the Multinational companies to employ the jobseekers. Thereafter, Facebook is invented in 2004. Facebook becomes the most used social networking site gradually. Therefore, organisations get interested in doing marketing about their products and services on Facebook because of its accessibility to global consumers. Then, the invention of Instagram, Twitter and YouTube enhance the usage of social media marketing of the organisations to connect with the global consumers. People become very dependent on electronic gadgets such as mobile and computers in their daily lives in the 2000s. Their dependency on the mobiles and computers have introduced them with social media and make them interested in using social media like YouTube, Facebook, LinkedIn, Twitter and Instagram. Therefore, the organisations have started using social media, as marketing platform in the 2000s to attract a large number of global consumers for availing their products and services.
Importance of digital marketing in international locations
International digital marketing is very important for the business to earn more revenues as global customers will avail the products and services. Having global customers will increase the total number of customers of organizations. The increasing customers will increase the margin of profit of the organizations. Global customers will also enhance the brand popularity of the organization. Digital marketers should conduct digital marketing in such international countries, which have more population and fastest growing economy (Shirisha, 2018). Countries with more population and fastest growing economy will be beneficial for the business. For instance, India can be the country, where digital marketing should be conducted. India has a large population and the fastest growing economy. People of India are massively dependent on electronic gadgets and are interested to avail online products and services of popular organizations. Therefore, organizations can acquire a large customer base if they will conduct digital marketing internationally.
Cultural consideration of digital marketing
The digital marketers of the organizations should notice that the cultural sentiment of the customers should not be harmed while marketing of their products and services through digital platform. For instance, an advertisement of Nike was banned in China in 2004. The advertisement showed that American basketball player LeBron Raymone James Sr. was fighting with kung-fu masters. Chinese government felt insulted by the advertisement of Nike as they felt that the advertisement had insulted the Chinese culture and its dignity. Therefore, the Chinese government had banned the advertisement. Thus, the digital marketers should be conscious about their advertisement of their products and services. As opined by Manrai (2019), they should follow up that their customers’ religion and culture should not be disrespected in their advertisements. Cultural diversity should be embraced and respected in the advertisements.
Politicalconsideration of digital marketing
Political environment of the countries, where the digital marketers will market their products and services will be essential for the business. The political environment of countries is very beneficial for the global business trade. Trades are benefited by the government policies. As stated by Saini (2017), there are several laws and policies are made for the consumers and business organizations to keep the fairness of the trades. Business cannot be established in an unstable political environment. Therefore, digital marketers should be aware of the political environment of the countries, where they are going to advertise about their products and services. Digital marketers should ensure about the favour of government policies about international trade of the countries, where they will advertise about their products and services to expand the business.
Economicconsideration of digital marketing
Economy is very essential for the business. Countries, which have strong economy, are beneficial in operating the business for organizations. Therefore, knowing the economy of the countries is essential for the digital marketers to determine the success of marketing of their products and services. As mentioned by WANGPEERAWONG (2017), if the digital marketers will market about their products and services in such countries, which are economically sound then a large base number of customers will avail the products and services as they can afford those products and services.
Regional consideration of digital marketing
The digital marketers while marketing about their products and services through digital platform should consider region. For instance, if the digital marketers would that advertise about their fairness cream products in Africa then the advertisement would harm the sentiment of the Africans, as they will feel racially discriminated by those advertisements. Therefore, the digital marketers must consider the region, where they are going to market their products and services.
Legal consideration of digital marketing
Digital marketers should follow the legal rules and regulations while marketing about their products and services. For instance, they should follow up that the organization should follow Spam Act 2003 while doing email marketing. As per the Spam Act 2003, all the details about company should be incorporated in the commercial electronic mails (Kigerl, 2016). Therefore, all the details of the company should be incorporated in the commercial emails.
Tariff for digital marketing
Goods and services tax will affect the digital marketing sectors, as the digital marketing organizations will come under the service industries. The goods and services tax is increased from 15% to 18%. Therefore, the increasing 3% tax will affect the digital marketing organizations on their expenses on the advertisements (White, 2019). Google tax will also influence the revenues of the digital marketing organizations.
Barriers for digital marketing
Restricted budget is a barrier for digital marketing. Digital marketing needs a huge amount of money but most of organizations cannot afford to provide such budget for digital marketing (Veer & Dobele, 2018). Multinational companies can expense a lot of money in digital marketing but small and medium business organizations cannot afford to expense a huge amount of money in digital marketing. For instance, an operating budget of email marketing is more than $2000. Small and medium business cannot afford...