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Running head: Conveying the image of the brand through digital marketing
Conveying the image of the brand through digital marketing
CONVEYING THE IMAGE OF THE BRAND THROUGH DIGITAL MARKETING
Executive summary
This report mainly has been constructed to show the importance of digital marketing for the branding of a company. For this report the Spicer Method organization has been chosen to show how digital marketing has brought advantages towards this company. In the introduction chapter an brief introduction has been clarified about the company and the objectives of the company of applying digital marking also has been briefly clarified. In the chapter two which has been literature review of this report a brief clarification about branding, digital marketing, importance of digital marketing, advantages and disadvantages of digital marketing has been illustrated. In the chapter three have described about the methodology. In the chapter three there are two parts are present one is research design and another one is data collection method. In the research design approaches, Philosophies and the strategies are briefly discussed about in this assessment. The data collection method has described the research onion that helps to give proper information to the researcher about the research topic. Research onion assists to give the purpose of the research. With the help of the data collection method it would be easy to get the proper effective idea for the research topic. In this part have discussed about the sample size and the sampling process that is used for collecting the information. Primary quantitative method is used for collecting the authentic information of the research topic. The advantages of the primary quantitative method are written in this assessment and the information has provided why the secondary data or the qualitative data is not used for collecting information about the topic. In chapter four have discussed about the findings of the research topic. In the discussion chapter an analysis upon the concept of digital marketing that has been illustrated in the literature review, result of the research, limitation of the research etc, has been clarified briefly. In the conclusion chapter the overview about the entire research has been illustrated in a proper manner. In the recommendation chapter some suggestion about the digital marketing has been given by which the company can be able to improve their marking process.
Table of Contents
1. Introduction    5
1.1. Introduction of the organization    5
1.2. Researcher objectives    5
2. Literature review    6
2.1. Brief clarification of the concept of branding    6
2.2. Brief description of digital trading    7
2.3. Popular example of the organizations and its digital trading conception    8
2.4. Main purpose and importance of digital marketing    9
2.5. Disadvantages of digital marketing    10
3. Methodology    11
3.1 Research design    11
3.2 Data collection    13
4. Findings chapter    15
5. Discussion    20
5.1. Analysis of the findings    20
5.2. Analysis of the outcome of the research    21
5.3. Research limitation    21
5.2. Recommendation    22
6. Conclusion    22
7. Recommendation    23
Reference    24
1. Introduction
1.1. Introduction of the organization
The Spicer Method is a vigorous community interest organization established in November 2020. The main focus of the organization is fitness facilities and this organization has been situated on Chelsea Road, Bath. There are two vigorous directors in the organization. Valerian spicer was a top 20 world-ranked boxer and Dominica sportswoman in the year 2016 (thespicermethod.com, 2021). The director of the organization has teamed up with psychologist Andy Cole and created The Spicer Method. It is a relatively new organization and wants to expand. Nowadays Digital trading is growing rapidly and has become a new style of commercials. Spicer Method also wants to nurture its organization through Digital trading.
1.2. Researcher objectives
1. To analyze the importance of digital trading for the branding of the organization.
2. To examine the requirements of the frequenters.
3. To analyze the demand for the facilities provided by the organization in the market.
4. To improve the popularity of the organization in the market and to attract more frequenters towards the organization.
2. Literature review
2.1. Brief clarification of the concept of branding
Figure 1: The concept of branding
(Source:Hofacker et al. 2020)
Branding is a trading operation in which an organization generates a name, trademark, or design that is easily identifiable as belonging to the organization. It identifies the goods and distinguishes them from other goods or facilities. Branding is very foremost as it not only generates an apprehension of the organization it also agrees with consumers and frequenters to know what to expect from the organization. Branding differentiates between one organization to others. It can be identified as a trademark, design, pattern, or anything that generates an apprehension on consumers and agrees with frequenters to return to the same organization again (Hofacker et al. 2020). Branding can be identified as a trademark, design, pattern, or anything which generates an apprehension on consumers and agrees with frequenters to come back to the same organization again. Trademark is the main part of the branding and it is essentially the face of the organization. It generates Business values and it also provides employees satisfaction and pride. Good branding generates a reputation and trust among consumers. Individuals are likely to do business with an organization that has a polished and professional image (Krishnaprabha& Tarunika, 2020). Being a proper brand has the ability to provide the apprehension that the frequenters feel as though they can trust the goods or facilities. It also grabs new consumers as strong branding means a positive apprehension of the organization.
2.2. Brief description of digital trading
Figure 2:Digital trading
(Source:Rosokhata et al. 2020)
trading is the operation of identifying patron needs. This is particularly a foremost task in the business context. As successful trading efforts can drive inbound leads and attract large patron cases. Digital trading is a new practice. With the explosion of digital automation including the widespread use of mobile laptops businesses began to experiment with new trading tactics Thus digital trading was born. Digital trading is a new style of trading using the Internet for promoting their goods to consumers (Machado, 2020). Digital trading is a dynamic process. These days screen time is very high for many individuals, digital trading has taken benefit of this reality. It is a campaign that appears on a laptop computer mobile tablet or other devices. It can take many forms including online video, displaying ads, internet community posts. Digital trading and conventional trading both are different. Nowadays digital trading frequenters can interact with the organization within a moment. Digital trading considers how each individual tool can convert Prospects. There are different specializations within digital trading as there are ways of interacting using digital media. Successful digital trading strategy generally involves a combination of various methods (Rosokhata et al. 2020). Search engine optimization, content trading, internet community trading, pay per click trading, affiliate trading all comes under digital trading. From Startups to enterprise businesses digital trading generates a huge commercial benefit.
2.3. Popular example of the organizations and its digital trading conception
Airbnb and focus on user content: Airbnb is an organization that fully espouses this digital trading channel by allowing all users to share their travel experiences on all platforms and internet communities. The ideal business for Airbnb is famous for its exploration services so Airbnb started to nurture videos and images created by owners and frequenters (Krajnović et al. 2020). The visual part is very foremost as per the report of the organization. Instagram is an ideal platform for the organization since it resonates with what their audience wants.
Lyft and the need for generating nurturers: Major attainment in Digital trading is turning frequenters into nurturers. This is achieved by generating loyalty programs or providing special conditions...