Digital Marketing and Branding Samples for Students Myassignment

Question: Discuss about the Digital Marketing and Branding. Answer: Introduction Website marketing is the use of a company web site in together with online advertising tools that include banner advertising, search engines, e-mail and links or services from other web sites with the aim of obtaining new clients (Sanchez, p.45). Australia is the second country with the highest penetration of internet users in with 61.3% internet penetration after North America that has 77.4% internet penetration. Europe is third with 58.4% internet penetration (Internet World Stats, p. 12). Website Website marketing provides a good platform for marketing since it has as large number of audience and so the high the internet usage, the higher the potential customers or clients for a given company. Website is usually perceived as the main tool of internet marketing. All the other strategies usually attempt to promote the website and thereby get more visitors to the web presentation. Therefore to convert the visitors who visit the website into customers, the website should contain all the necessary information regarding the company and its products (Singh, Veron-Jackson and Cullinane, p. 286). To implement Internet marketing, various steps include defining the online opportunity, selecting of the strategic approach and delivery result online need to be out in place. The key components to an effective digital marketing are differentiation, targeting, segmentation and positioning (Brodie, p. 6). Nowadays, we can find the link of a corporate web site presentation more often and can be seen on billboards, TV advertisements, e-mails or discussion forums. Web presentations is thus an indivisible part of every firms marketing activities. Therefore marketing activities of the company can be supported by utilizing the internet services (Stuchlik and Dvoracek, p. 186). Web marketing is a revolutionary process for all types of business operations. Website is usually perceived as the main tool of internet marketing. All the other tools usually try to promote the website and bring more visitors to the web presentation (Chang, p. 423). Internet is extensively used by organizations to boost the performance of business and online promotion is one of the most successful and economical techniques of marketing for businesses. Main advantage of all strategies of internet marketing is that companies can conquer the barriers of distances and management team can not only promote their products and services all over the world but sell them and generate huge revenues (Gilmore et al, 241). Internet is used as a primary source of advertising by some companies. Website marketing for Subaru Subaru Online is an electronic store that has changed its focus to match new trends in automobiles of the 21st century. The e-shop offers its customers mainly information on the new models of the Subaru automobiles in Australia and spare parts. Subaru Online also offer consultancy services to its customers in terms of providing solutions to customers queries and also giving detailed information about Subaru, manuals on how to take care of the automobile and linked video demonstrations and many other demonstrative pictures (Alvy and Calvert, p. 711). Subaru is able to offer excellent information to customers in Australia by posting different models, their prices and where they can get the cars. Another part employed in website marketing is incorporating a Frequently Asked Questions (FAQ) combined with discussion forum to solve frequent questions and clear misconception. Microsite, also sometimes referred to as Minisite made as a supplementary internet marketing tool with the aim to pr omote the main site of the e-shop. The reason why microsite is chosen for promoting the main page is, that there is no other simple tool, that can provide optimized page for a specific topic that cannot be covered by the main e-shop page. Strategies used in website marketing for Subaru Social Media Marketing - Viral marketing Social media marketing is marketing using online platforms, social networks, blog marketing among others. People spend more and more time in the Internet by using social media sites. They share the news, upload photos and videos, search products, check email and communication to each other. The number of social media users are growing every year. In 2015 the amount of active users was around 2.206 Billion with a global penetration. Social media marketing offers an additional customer support channel and easy and trusted client response channel (Xiang and Gretzel, p. 182). Social media marketing comprises of the effort to use social media to persuade customers to buy a companys products or services. Social media marketing commonly attempts to build content that draws attention and encourages the people reading to share it through their social networks. Social media marketing has a number of advantages; it provides an opportunity for marketers to present their products and services to clients; the customers grievances and suggestions becomes easier to be addressed by the company; the marketers are able to easily identify several peer groups among different groups, who help to further advertise the brand at virtually zero cost since most of the social networking sites are free. (Borges, p. 123). Popular social media platforms that can be incorporated to website marketing include Facebook, LinkedIn, Twitter, YouTube and MySpace among others. The website content is created and linked with social media to enhance reach to wider target audience. Users interested in specific topics highlighted in the company website are able to make comments and offers feedbacks by designing website to have option for customers to contribute. These users might want to share this content also with their friends (Fernando Angelo, p. 7). That is why the Subaru Company must adopt option on their website to allow customers share content on social media marketing platforms. The users get the chance to share the content with their friends, and which can also increase the reputation of the Subaru Online e-shop itself. E-shop allows the customers to shop online and share their experience with friends. The most efficient and simple method how to promote the website and let users share the content with other users is by using Social Plugins on company website. Facebook is one of the most popular networks. Nowadays, Facebook is actively used for creating and increasing the brand or company awareness. Subaru Online creates web pages and post news, share photos and videos and make updates of important changes and events Social plugins enable one to see what their friends have liked, shared on or have commented on sites across the internet (Kontaxis, p. 1). For Subaru Online, options such as Like button and Like box suits best company and customers needs and can significantly help to improve the performance of the e-shop. Twitter is another most popular social network. In Twitter messages can be post that are no longer than 140 characters. Users use Twitter because they want to be on top of latest trends, news and events. The users want to be updated about what is going on around them (Scherer, p. 3). The brand awareness can be increased by going to the source. The posts consists information about latest trends and technologies, future sector development, events that important for the company. Moreover, Twitter helps to monitor feedback of companies, customer support, in order to learn more about customers problems and reviews. Online videos offer a great prospect for a companys business marketing. Online videos are interactive, create more impact on the viewer and make it easily memorable; and this is the main advantage of using online videos (Dobele-Angela et al., p. 239). The online videos are incorporated to company websites demonstrating current Subaru models in the market which can be shared easily with anybody. Online videos are not expensive to create and these attributes of online video make it widely reachable. Online video incorporates many features of YouTube that allows a single click on video to play (Bscheid, p. 6). Online video is one of the easiest way to produce targeted and constant addition of content to the website. Investing on advance technology allows Subaru Online to adopt a low cost video marketing. Making a simple video and placing it online is rather inexpensive and it has the advantage, that the video will stay online forever unless removed by administrator. Once posted, people can find the video in several years to come making it less expensive for administration thereby accumulating huge useful content for the customers. Online Video Marketing is a sphere which is definitely on rise. The consumption of online video continues to rise tremendously giving opportunity for Subaru to reach the digital consumers. For instance, 146 million Americans watched videos online, streamed a total of 12.6 billion video clips in November 2008 which is nearly double the number they streamed in less than two years earlier (Helft, p. 2). Mobile Marketing Mobile marketing involves the use of mobile phones in particular the smart phone devices to promote or market a companys product or services. There is a huge embracing of devises like the Google Android OS enabled smart phones and iPhones and there is therefore a dramatic increase in demand for mobile applications and mobile web browsing (Shrestha, p. 189). The smart phones allow the consumer to access company website and access valuable information. Since adoption of these phones and features by people is incresing, Subaru Online has provided web content that compatible to mobile devices. Subaru however need to develop more mobile applications to allow customers view their web content through mobile websites. Smartphones are getting much more spread among the people and they all want to remain connected to their favourite websites even on the go. Thus there emerges a need to adjust the website design to a mobile version of website In Australia the percentage of people using smartphones with broadband internet is much higher. Smartphones are getting much more spread among the people and they all want to remain connected to their favorite websites. Email marketing This type of marketing allows use of electronic mail to connect with customers (Sterne, J. and Priore, p. 13). Subaru Online sends out emails mainly to develop strong relationship with the old and new consumers. Subaru Online collects a list of clients email addresses and sends direct promotional messages to the clients. It may also enlist the services of email service providers such as yahoo, gmail, Hotmail etc and rent a list of email addresses from the service companies. Advertisement or newsletter with the aim of enticing older or new clients to buy or let them know of new services and products will be emailed to the clients. Since one can generate emails depending on the behavior of customers, the promotional material will be tailored to their needs and to present appropriate particulars to potential buyers. Blog-Based Marketing A blog is a website that details personal views of individuals on a particular topic (Wright, p. 25). The blog for Subaru Online comprises of web pages, text, images, and links to other blogs and media related to the marketing of Subaru. It also includes photos, video, audio and podcasts. Blog is more effective through its content. One report revealed that 57 million of American adults representing 39% of the population are blog readers (Dawson and Dawson, p. 24). The outcomes of blog marketing are excellent as these boost website search engine ranking and popularity, drawing in customers. Through blogs, Subaru Online e-shop will share its information, update its customers on new products and also provide links to the main sales channels by using blogs in order to promote its brand awareness. The Blogs makes it easy for posting of comments and feedbacks and to allow fans and critics to post opinions and questions which can help the company adopt the best service delivery to its clien ts. This promotes the interchange of ideas among peers and can also encourage honest dialogue between clients and the company to mend in any shortcomings (Hafele, p. 5). Search engine optimization This is used to improve the quality of the information which comes to the Subaru Online website from search engines. This enables the Subaru Online to be visible on the first page of search engine results whenever users search for a specific key word and find a match (Boulay, p. 3). In this way the company has a better chance of being noticed by potential clients. The effectiveness lies in the fact that creating content respecting search engine optimization techniques does not cost relatively anything, the user is usually searching for. Image searching, local searching or vertical search engines are the different target searches that can be employed in search engine optimization. The company can hire third party agencies or train its workers in search engine optimization to take the responsibility for the company in order to boost its visibility on the internet. 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