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A self-reflection on current issues and trends on Digital Marketing Communications

Digital marketing communication – Social media marketing

Digital marketing has gained significant importance over the last 2 decades but since the inception of social media, digital marketing has become one of the major media for marketing the products and services.  With the increasing trend of social media usage, the importance of social media marketing has increased as well. There are currently 3.48 billion social media users all across the globe showing the power of social media. Social media marketing does not cover the relevant masses only but it is a highly effective tool to convey the message and convince potential customers regarding the products and services. The interaction with the customers through social media is not only convenient but highly effective as it provides an easy way for customers to contact the product or service provider. The content for social media marketing is crucially important as the attractive content is something that inspires the viewers to stop scrolling, open the advertisement and gives it a proper read (Felix et al, 2017).

The trend of social media marketing is getting hyped up day by day and it has become an essential part for all level businesses to market the products and services through social media in an effective way. Social media marketing allows the company to market the product in a cheaper way. It also has the ability to customize the target audience for the advertisement in terms of demographical, geographical and other relevant variables for the companies.  There is 77.6% of the small business in the US in 2016 that uses social media marketing for promoting the business (Mansfield, 2018). The percentage is 70 for large while 68 for medium-size businesses (Statista, 2019). The division of using the different platforms in the US by small business is shown below

According to global statistics, Facebook marketing is one of the most influential and it has influenced 52 percent customers for different companies across the globe. There are more than 4 million videos added to Facebook with the aim of marketing rather than casual videos. For Twitter, 78% of the total customers that have contacted the company for any purpose got a response within an hour.  In the case of Instagram, the media brands are most active on Instagram making it an effective platform for media brands. YouTube has more than 40 billion views on the official channels of different companies and products showing the strength of social media marketing in this modern age of businesses (Hainla, 2018).

The role of the environment is crucial and significant in any activity and its importance and contribution cannot be ignored in digital marketing communications. There are many micro and macro level factors that create a positive and negative impact on the effectiveness of digital marketing communication as those factors are part of internal and external marketing environments. Most of the environmental factors are not controllable and the organisations have to come up with the strategy that neutralise the negative impact and optimises the positive impact arising from the uncontrollable environmental factors (Saura et al, 2017).

According to Lipiäinen & Karjaluoto (2015), companies have been successful in different regional environments for digital marketing communication. The key to their success is the understanding of the marketing environment and deriving the marketing communication strategy accordingly. Without understanding the regional culture, behaviours, psychographic and other variables of the target audience, it is not possible to desire and implement an effective digital marketing strategy that produces a high return on investment.  The basic element that plays a crucial role in the effectiveness of digital marketing communication is internet literacy. Despite the massive level of internet usage, there are still many regions in the world especially the developing countries that have potential to business but low internet literacy. The companies have used a simpler method to communicate and improve awareness for the importance of digital marketing communication.  

One of the major factors that have its influence is the social and ethical acceptance of the content of digital marketing communications. One content that would be attractive in a particular society would be unacceptable and unethical in another society. The advertisement of beer openly through digital means and communicating about it in Muslim countries is not considered good but unethical while in developed countries; it is completely fine (Karjalouto et al, 2015). There are many countries in which the selling of a particular brand is allowed but the public advertisement is not allowed. Taking the example of Pakistan, companies are allowed to sell beer but the digital marketing communication and advertisement cannot be made for the product as it is unethical, socially unacceptable and illegal as well in the country (Husnain & Toor, 2017).

The literacy level and the technology used by suppliers also differed from region to region and the organisation needs to understand the change in technology for communication as well as the culture. According to He & Pedraza (2015), the Chinese supplier relies more on WeChat for casual communication rather than the WhatsApp or other forums.

The website conversion rate is the rate of people that visits the website and fulfils the desired action.  The optimisation of this website conversion rate means that the rate of conversion needs to be maximized and most people that visit the website should take the desired action.  The desired action can be fulfilling a form, making a purchase, rating a product, giving feedback, signing up, and making a request for quotation and many more. The companies have understood the importance of website conversion and taking effective steps in order to optimise the website conversion rate for the success of the company (Chawla, 2018). The calculation of conversion rate is not a complex procedure but the optimisation of website conversion is a difficult and challenging task for the companies.

The rate can be calculated simply through the following formula

Website conversion rate = Number of people completed the desired action / Number of people visited the website

There are certain ways in which the companies can improve and optimise the website conversion rate by working on the website design, content, and first impression. The company needs to make a clear and specific goal of their website and then plan the whole website and conversion rate accordingly.  The first impression of the website should be positive and attractive once the person visits the website (Cotton, 2019). It is highly important for the company to understand that the first impression should be attractive enough that the person should stay there and search for more rather than just close the website due to a bad first impression. The website design of the company should be matching with the overall theme of the company. If the visitor has seen any advertisement and visiting the website as a response, there has to be an alignment between the website design and the advertisement design (Severn, 2016). All the information needs to be displayed in a clear and proper manner in order to create a positive image of the company. Most importantly, the desired action should be having a proper way and complete details. As most websites are developed for making sales and contacting the company, the website should be having complete product information, pricing, payment methods, and delivery options along with a confirmation message for the order (Patel, 2018).  Strategies like these would most probably optimise the conversion rate of the website to achieve the desired action on a regular basis.  

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A self-reflection on current issues and trends on Digital Marketing Communications

Digital marketing communication – Social media marketing

Digital marketing has gained significant importance over the last 2 decades but since the inception of social media, digital marketing has become one of the major media for marketing the products and services.  With the increasing trend of social media usage, the importance of social media marketing has increased as well. There are currently 3.48 billion social media users all across the globe showing the power of social media. Social media marketing does not cover the relevant masses only but it is a highly effective tool to convey the message and convince potential customers regarding the products and services. The interaction with the customers through social media is not only convenient but highly effective as it provides an easy way for customers to contact the product or service provider. The content for social media marketing is crucially important as the attractive content is something that inspires the viewers to stop scrolling, open the advertisement and gives it a proper read (Felix et al, 2017).

The trend of social media marketing is getting hyped up day by day and it has become an essential part for all level businesses to market the products and services through social media in an effective way. Social media marketing allows the company to market the product in a cheaper way. It also has the ability to customize the target audience for the advertisement in terms of demographical, geographical and other relevant variables for the companies.  There is 77.6% of the small business in the US in 2016 that uses social media marketing for promoting the business (Mansfield, 2018). The percentage is 70 for large while 68 for medium-size businesses (Statista, 2019). The division of using the different platforms in the US by small business is shown below

According to global statistics, Facebook marketing is one of the most influential and it has influenced 52 percent customers for different companies across the globe. There are more than 4 million videos added to Facebook with the aim of marketing rather than casual videos. For Twitter, 78% of the total customers that have contacted the company for any purpose got a response within an hour.  In the case of Instagram, the media brands are most active on Instagram making it an effective platform for media brands. YouTube has more than 40 billion views on the official channels of different companies and products showing the strength of social media marketing in this modern age of businesses (Hainla, 2018).

The role of the environment is crucial and significant in any activity and its importance and contribution cannot be ignored in digital marketing communications. There are many micro and macro level factors that create a positive and negative impact on the effectiveness of digital marketing communication as those factors are part of internal and external marketing environments. Most of the environmental factors are not controllable and the organisations have to come up with the strategy that neutralise the negative impact and optimises the positive impact arising from the uncontrollable environmental factors (Saura et al, 2017).

According to Lipiäinen & Karjaluoto (2015), companies have been successful in different regional environments for digital marketing communication. The key to their success is the understanding of the marketing environment and deriving the marketing communication strategy accordingly. Without understanding the regional culture, behaviours, psychographic and other variables of the target audience, it is not possible to desire and implement an effective digital marketing strategy that produces a high return on investment.  The basic element that plays a crucial role in the effectiveness of digital marketing communication is internet literacy. Despite the massive level of internet usage, there are still many regions in the world especially the developing countries that have potential to business but low internet literacy. The companies have used a simpler method to communicate and improve awareness for the importance of digital marketing communication.  

One of the major factors that have its influence is the social and ethical acceptance of the content of digital marketing communications. One content that would be attractive in a particular society would be unacceptable and unethical in another society. The advertisement of beer openly through digital means and communicating about it in Muslim countries is not considered good but unethical while in developed countries; it is completely fine (Karjalouto et al, 2015). There are many countries in which the selling of a particular brand is allowed but the public advertisement is not allowed. Taking the example of Pakistan, companies are allowed to sell beer but the digital marketing communication and advertisement cannot be made for the product as it is unethical, socially unacceptable and illegal as well in the country (Husnain & Toor, 2017).

The literacy level and the technology used by suppliers also differed from region to region and the organisation needs to understand the change in technology for communication as well as the culture. According to He & Pedraza (2015), the Chinese supplier relies more on WeChat for casual communication rather than the WhatsApp or other forums.

The website conversion rate is the rate of people that visits the website and fulfils the desired action.  The optimisation of this website conversion rate means that the rate of conversion needs to be maximized and most people that visit the website should take the desired action.  The desired action can be fulfilling a form, making a purchase, rating a product, giving feedback, signing up, and making a request for quotation and many more. The companies have understood the importance of website conversion and taking effective steps in order to optimise the website conversion rate for the success of the company (Chawla, 2018). The calculation of conversion rate is not a complex procedure but the optimisation of website conversion is a difficult and challenging task for the companies.

The rate can be calculated simply through the following formula

Website conversion rate = Number of people completed the desired action / Number of people visited the website

There are certain ways in which the companies can improve and optimise the website conversion rate by working on the website design, content, and first impression. The company needs to make a clear and specific goal of their website and then plan the whole website and conversion rate accordingly.  The first impression of the website should be positive and attractive once the person visits the website (Cotton, 2019). It is highly important for the company to understand that the first impression should be attractive enough that the person should stay there and search for more rather than just close the website due to a bad first impression. The website design of the company should be matching with the overall theme of the company. If the visitor has seen any advertisement and visiting the website as a response, there has to be an alignment between the website design and the advertisement design (Severn, 2016). All the information needs to be displayed in a clear and proper manner in order to create a positive image of the company. Most importantly, the desired action should be having a proper way and complete details. As most websites are developed for making sales and contacting the company, the website should be having complete product information, pricing, payment methods, and delivery options along with a confirmation message for the order (Patel, 2018).  Strategies like these would most probably optimise the conversion rate of the website to achieve the desired action on a regular basis.  

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A self-reflection on current issues and trends on Digital Marketing Communications Part 3

The website conversion rate is the rate of people that visits the website and fulfils the desired action.  The optimisation of this website conversion rate means that the rate of conversion needs to be maximized and most people that visit the website should take the desired action.  The desired action can be fulfilling a form, making a purchase, rating a product, giving feedback, signing up, and making a request for quotation and many more. The companies have understood the importance of website conversion and taking effective steps in order to optimise the website conversion rate for the success of the company (Chawla, 2018). The calculation of conversion rate is not a complex procedure but the optimisation of website conversion is a difficult and challenging task for the companies.

The rate can be calculated simply through the following formula

Website conversion rate = Number of people completed the desired action / Number of people visited the website

There are certain ways in which the companies can improve and optimise the website conversion rate by working on the website design, content, and first impression. The company needs to make a clear and specific goal of their website and then plan the whole website and conversion rate accordingly.  The first impression of the website should be positive and attractive once the person visits the website (Cotton, 2019). It is highly important for the company to understand that the first impression should be attractive enough that the person should stay there and search for more rather than just close the website due to a bad first impression. The website design of the company should be matching with the overall theme of the company. If the visitor has seen any advertisement and visiting the website as a response, there has to be an alignment between the website design and the advertisement design (Severn, 2016). All the information needs to be displayed in a clear and proper manner in order to create a positive image of the company. Most importantly, the desired action should be having a proper way and complete details. As most websites are developed for making sales and contacting the company, the website should be having complete product information, pricing, payment methods, and delivery options along with a confirmation message for the order (Patel, 2018).  Strategies like these would most probably optimise the conversion rate of the website to achieve the desired action on a regular basis.

[carlranch-blog]

A self-reflection on current issues and trends on Digital Marketing Communications Part 2

The role of the environment is crucial and significant in any activity and its importance and contribution cannot be ignored in digital marketing communications. There are many micro and macro level factors that create a positive and negative impact on the effectiveness of digital marketing communication as those factors are part of internal and external marketing environments. Most of the environmental factors are not controllable and the organisations have to come up with the strategy that neutralise the negative impact and optimises the positive impact arising from the uncontrollable environmental factors (Saura et al, 2017).

According to Lipiäinen & Karjaluoto (2015), companies have been successful in different regional environments for digital marketing communication. The key to their success is the understanding of the marketing environment and deriving the marketing communication strategy accordingly. Without understanding the regional culture, behaviours, psychographic and other variables of the target audience, it is not possible to desire and implement an effective digital marketing strategy that produces a high return on investment.  The basic element that plays a crucial role in the effectiveness of digital marketing communication is internet literacy. Despite the massive level of internet usage, there are still many regions in the world especially the developing countries that have potential to business but low internet literacy. The companies have used a simpler method to communicate and improve awareness for the importance of digital marketing communication.  

One of the major factors that have its influence is the social and ethical acceptance of the content of digital marketing communications. One content that would be attractive in a particular society would be unacceptable and unethical in another society. The advertisement of beer openly through digital means and communicating about it in Muslim countries is not considered good but unethical while in developed countries; it is completely fine (Karjalouto et al, 2015). There are many countries in which the selling of a particular brand is allowed but the public advertisement is not allowed. Taking the example of Pakistan, companies are allowed to sell beer but the digital marketing communication and advertisement cannot be made for the product as it is unethical, socially unacceptable and illegal as well in the country (Husnain & Toor, 2017).

The literacy level and the technology used by suppliers also differed from region to region and the organisation needs to understand the change in technology for communication as well as the culture. According to He & Pedraza (2015), the Chinese supplier relies more on WeChat for casual communication rather than the WhatsApp or other forums.

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A self-reflection on current issues and trends on Digital Marketing Communications Part 1

Digital marketing communication – Social media marketing

Digital marketing has gained significant importance over the last 2 decades but since the inception of social media, digital marketing has become one of the major media for marketing the products and services.  With the increasing trend of social media usage, the importance of social media marketing has increased as well. There are currently 3.48 billion social media users all across the globe showing the power of social media. Social media marketing does not cover the relevant masses only but it is a highly effective tool to convey the message and convince potential customers regarding the products and services. The interaction with the customers through social media is not only convenient but highly effective as it provides an easy way for customers to contact the product or service provider. The content for social media marketing is crucially important as the attractive content is something that inspires the viewers to stop scrolling, open the advertisement and gives it a proper read (Felix et al, 2017).

The trend of social media marketing is getting hype day by day and it has become an essential part for all level businesses to market the products and services through social media in an effective way. Social media marketing allows the company to market the product in a cheaper way. It also has the ability to customize the target audience for the advertisement in terms of demographical, geographical and other relevant variables for the companies. There is 77.6% of the small business in the US in 2016 that uses social media marketing for promoting the business (Mansfield, 2018). The percentage is 70 for large while 68 for medium-size businesses (Statista, 2019). 

According to global statistics, Facebook marketing is one of the most influential and it has influenced 52 percent customers for different companies across the globe. There are more than 4 million videos added to Facebook with the aim of marketing rather than casual videos. For Twitter, 78% of the total customers that have contacted the company for any purpose got a response within an hour.  In the case of Instagram, the media brands are most active on Instagram making it an effective platform for media brands. YouTube has more than 40 billion views on the official channels of different companies and products showing the strength of social media marketing in this modern age of businesses (Hainla, 2018).