Digital Marketing Essays (Examples)
Study Document
Effect Of Digital Marketing On Competitiveness Of Automobile Companies
Introduction
In the research article “Effect of digital marketing on Competitiveness of Automobile Companies in Kenya” by Eva Nkatha Kigunda, the objective was to assess how digital marketing strategies affected the competitiveness of automobile companies in Kenya. The digital marketing strategies included in the study are search engine marketing (SEM), email marketing, social media marketing (SMM), and online advertising. The study population was staff working in the marketing departments of major motor vehicle dealers in Kenya, and a sample of 101 (30% of the population) was included in the study (Kigunda … analysis. Quantitative data was analyzed using SPSS version 20. The study findings are that while automobile dealers in Kenya have significantly invested in digital marketing, there return on investment (ROI) is still insignificant. digital marketing strategies are mainly used in maintaining the current customer pool for the dealers. The research article is a standard-structured paper that included a……
References
References
Evans, M.P., 2007. Analysing Google rankings through search engine optimization data. Internet research, 17(1), pp.21-37.
Galvan, J.L. and Galvan, M.C., 2017. Writing literature reviews: A guide for students of the social and behavioral sciences. Routledge.
Kaplan, A.M. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), pp.59-68.
Kigunda, E. N. 2017. Effect of Digital Marketing on Competitiveness of Automobile Companies in Kenya (Doctoral dissertation, United States International University-Africa).
Kimani, B., 2012. When social media does the marketing. Management magazine, (36-37).
Machi, L.A. and McEvoy, B.T., 2016. The literature review: Six steps to success. Corwin Press.
Ngulube, P., Mathipa, E.R. and Gumbo, M.T., 2015. Theoretical and conceptual frameworks in the social and management sciences. Addressing research challenges: Making headway in developing researchers, pp.43-66.
Wong, L.L.C., 2016. Challenges and expectations: Preparing postgraduate students to write literature reviews. In International Conference of the Spanish Association of Applied Linguistics (AESLA), 2016. University of Alicante.
Study Document
Healthcare Marketing
Introduction
When it comes to healthcare marketing there are certain restrictions that have to be followed under U.S. law. For example, the FDA has rules for companies that want to … to be spread publicly in violation of the privacy rights of patients (Lane, 2019). Moreover, aside from issues of compliance, the nature of marketing has changed to such an extent within the last few decades that much of advertising itself has migrated from old media to new … the last few decades that much of advertising itself has migrated from old media to new media to focus on targeted consumers. The digital Age has ushered in a new era of communication: more and more people turn to the Internet for information and communication purposes; more … care by altering where patients go for information about health and healing. In this new complex landscape of regulations and changing technology, healthcare……
References
References
Arnold, D. G., & Oakley, J. L. (2013). The politics and strategy of industry self-regulation: the pharmaceutical industry's principles for ethical direct-to-consumer advertising as a deceptive blocking strategy. Journal of Health Politics, Policy and Law, 38(3), 505-544.
Blythe, J. (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Chand, S. (2019). Target Marketing: Four Generic Target Marketing Strategies. Retrieved from http://www.yourarticlelibrary.com/marketing/target-marketing-four-generic-target-marketing-strategies/13400
Dolliver, M. (2009). Take care when targeting the younger generations. Retrieved from https://www.adweek.com/digital/take-care-when-targeting-the younger generations-online-113643/
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2.
Hartley, K. & Rudelius, W. (2001). Marketing, The Core, 4th Ed., McGraw-Hill.
Hawn, C. (2009). Take two aspirin and tweet me in the morning: how Twitter, Facebook, and other social media are reshaping health care. Health affairs, 28(2), 361-368.
Lane, T. (2019). Healthcare marketing laws. Retrieved from https://smallbusiness.chron.com/healthcare-marketing-laws-67307.html
Study Document
Defending The Practice Of Social Media Marketing
How to Use Social Media Influencers to Promote Products
Social media marketing has become an important marketing strategy for companies today, as many consumers turn to social media for information on products and for their peers’ opinions on products (Lou … the best way to do this (Lim, Radzol, Cheah & Wong, 2017). This paper will describe the pros and cons of social media marketing and examine an example of a practical application.
Pros and Cons of Social Media marketing
The pros of social media marketing are that it allows the company to directly connect to consumers on platforms that consumers themselves choose to use for the purpose of … grow as consumer confidence in the company’s image increases through this level of direct engagement and interaction.
The cons are that social media marketing is not as easy to control as other forms of marketing. There is always a narrative……
References
References
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Study Document
Childrens Amusement Park
marketing Plan for a Children’s Amusement Park
Executive Summary
The marketing objectives for this paper are to create a strategic marketing plan that considers the situational analysis, target segmentation, marketing mix, financials and controls needed to get the Park to the kids and get parents to buy an annual membership.
The vision for … and that they are getting good value for their money. Marketers must also understand the target segment and be able to tailor the marketing strategy to the needs and behaviors of the target by using models like Maslow’s hierarchy of needs.
The value chain will be used … the positioning strategy that the firm will adopt based on its approach to differentiation and low-cost services and products. Fourth will be the marketing mix that the company will use to reach consumers. Fifth will be the financial and budgetary concerns. And last will be a discussion ………
References
References
Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305-316.
Appelbaum, S. H., Habashy, S., Malo, J. L., & Shafiq, H. (2012). Back to the future: revisiting Kotter's 1996 change model. Journal of Management Development, 31(8), 764-782.
Chyi, H. I. (2005). Willingness to pay for online news: An empirical study on the viability of the subscription model. Journal of Media Economics, 18(2), 131-142.
Douglas, E. (2019). Houston economy to grow bigger, slower than other Texas cities: analysis. Retrieved from https://www.houstonchronicle.com/business/economy/article/Houston-economy-to-grow-bigger-slower-than-other 13903941.php#targetText=The%20Austin%20metro%20area%2C%20which,pace%2C%20according%20to%20the%20projections.
Frederick, S., Novemsky, N., Wang, J., Dhar, R., & Nowlis, S. (2009). Opportunity cost neglect. Journal of Consumer Research, 36(4), 553-561.
Lin, C. F. (2002). Segmenting customer brand preference: demographic or psychographic. Journal of Product & Brand Management, 11(4), 249-268.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Teece, D. J. (2010). Business models, business strategy and innovation. Long range planning, 43(2-3), 172-194.
Study Document
Using DoorDash To Promote A Restaurant Brand
… be addressed, however. These include forming strategic partnerships, managing top-selling products, improving pricing strategies; developing sales Promotion, advertising and sale promotion strategies; developing digital strategies and measuring market performance. This paper will address each of these challenges and offer solutions for implementing the market strategy for OPG.
… standard.
Conclusion
Implementing a market strategy depends upon numerous factors, such as forming partnerships with other companies and organizations, like DoorDash and using digital technology to make one’s business more visible to the public. Social media plays a big part in the decision making process of many ……
References
References
Gallardo-Echenique, E. E., Marqués-Molías, L., Bullen, M., & Strijbos, J. W. (2015). Let’s talk about digital learners in the digital era. International Review of Research in Open and Distributed Learning, 16(3), 156-187.
Gibson, C., & Homan, S. (2004). Urban redevelopment, live music and public space: Cultural performance and the re?making of Marrickville. International Journal of Cultural Policy, 10(1), 67-84.
Lawson, C. (2007). Victorian Young Planners: News and Views-Pot, Parma and Trivia Night. Planning News, 33(6), 12.
Queensland. (2020). Key components of a digital strategy. Retrieved from https://www.business.qld.gov.au/running-business/it/digital-strategy/key-components
Study Document
Elite Business Solutions EBS Worldwide Inc Field Report
… to change, and though the website had taught him invaluable lessons, the turned EasyBuyMusic to EBS Worldwide (Rodrigues 2012). Today EBS Worldwide provides marketing tools and services and has offices in India, Europe, and the US. Some of its products are MarketBlox, CreditMax, and PeopleMax.
Changes the … CEO reinvented the company to Elite Business Solutions/Analysis Inc. The new business name reflected the new products the company dealt with, which include marketing and business management tools. This was the most radical change the entrepreneur made by shifting the company from selling music to selling marketing and organizational management tools. Also, the entrepreneur widened the reach of the company from only India, in which EasyBuyMusic operated to a global … clear that even negative business should also be communicated.
ii. With the current change in the workplace, especially with the emergence of the digital workspace, it is essential to establish……
References
References
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for business, government, and civil society. Routledge.
EBS Worldwide Inc., 2009. Retrieved from http://www.ebsworldwide.biz/index.php
Financial Express, 2002. EasyBuyMusic renames itself, expands product range. Retrieved from https://www.financialexpress.com/archive/easybuymusic-renames-itself-expands-product-range/37717/
Rodrigues, M., 2012. Five entrepreneurs tell us how they reinvented themselves. India Today. Retrieved from https://www.indiatoday.in/magazine/supplement/story/20120813-business-entrepreneurs-stock-vinay-gupta-nikhil-velpanur-759294-2012-08-01
Shirey, M. R. (2013). Lewin\\\\\\\\\\\\'s theory of planned change as a strategic resource. JONA: The Journal of Nursing Administration, 43(2), 69-72.
Study Document
McCain Foods Strategies
Strategies of McCain Foods
There are several marketing and distribution strategies employed by McCain Foods in order to keep themselves up with the market. marketing strategies are the core strategies that define how the product and service reaches to the customers. McCain foods comes under the highly competitive … the product and service reaches to the customers. McCain foods comes under the highly competitive Food and Beverages Industry for which an effective marketing mix is employed making the company successful and one of the leading company in its domain (Essays, 2018). The 4ps of the market; … The 4ps of the market; price, promotion, place and product, are the most effective tools to ensure the brand loyalty and customer retention. marketing mix ensures overall effectiveness of the company’s strategies as they are the building blocks of marketing strategy
First and foremost, McCain Food’s unique competency is ‘Calories in/ Calories out’……
References
References
(2019, September 17). Business Case Studies. Retrieved from https://businesscasestudies.co.uk/how-mccain-responds-to-changes-in-the-external-environment/#axzz2m8hClVBn
SLEPT Analysis of McCain Foods. (2015, April 03). PDF Slide. Retrieved from https://pdfslide.net/documents/slept-analysis-of-mccain-foods.html
Williamson, D. (2018, December 05). McCain Foods SWOT Analysis. Eassy 48. Retrieved from https://www.essay48.com/term-paper/13961-McCain-Foods-Swot-Analysis
Study Document
Walt Disney
...Digital marketing Disney Studios and the Online Streaming Wars
1
Disney was at its best when it was not just Eisner but rather the triumvirate of Eisner, Wells and Katzenberg. The three complemented one another well, but individually and on their own they could not recreate the same magic. Thus, strategy formulation and implementation has to start with the question of who is calling the shots and making the decisions at Disney? Who is bringing the vision? What is the vision? This has to be clearly defined and it has to be directional. Once the direction is defined, the parenting strategy has to be defined: this is the “manner in which management coordinates activities, transfers resources, and cultivates capabilities among product lines and business units” (Wheelan, Hunger, Hoffman & Bamford, 2010, p. 5). The strategy has to focus on what the company is doing with its human capital. Intangible assets are human……
References
References
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2010). Strategic management and business policy. Upper Saddle River, NJ: Prentice Hall.
Study Document
COVID 19 In South Africa Nigeria And Swaziland
...Digital marketing Literature Review on Coping Through The Use Of Informal Institutions during COVID 19 in South Africa, Nigeria, and Swaziland
The institutional theory deals with the outlines, regulations, standards, and procedures that are formulated in the institutions as commanding instructions for social behavior. This theory gives an understanding of how institutions are shaped, and the societal norms and frameworks are informed to all people of an organization. Communication is the sole indicator of how organizations are formulated with the help of formal rules and regulations, as that would reflect how they are conversed across all levels of the firm and in what way people are obeying them. This would ultimately build an organizational culture for coping with social and political issues. The informal institutions are socially shared instructions, typically unwritten, that are formed, transferred and imposed outside the official boundaries (Torniainen & Sasstamoinen, 2007), for example, giving tips to the food……
References
References
Coelho, A. (2019). The role of informal institutions in the enforcement of rules and how to improve corporate and public governance in Brazil: Studies based on a set of corporate governance cases involving state-owned companies (Working Paper). Retrieved from SSRN website https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3434037
Dacin, M.T., Goodstein, J. & Scott, W.R. (2002). Institutional theory and institutional change: Introduction to the special research forum. Academy of Management Journal, 45(1), 45- 47. DOI: 10.2307/3069284
Escandon-Barbosa, D.M., Urbano, D., Hurtado-Ayala, A., Paramo, J.S. & Dominguez, A.Z. (2019). Formal institutions, informal institutions, and entrepreneurial activity: A comparative relationship between rural and urban areas in Colombia. Journal of Urban Management, 8(3), 458-471. https://doi.org/10.1016/j.jum.2019.06.002
Estrin, S. & Prevezer, M. (2010). The role of informal institutions in corporate governance: Brazil, Russia, India, and China compared. Asia Pacific Journal of Management, 28, 41- 67. https://doi.org/10.1007/s10490-010-9229-1
Kaufmann, W., Hooghiemstra, R. & Feeney, M.K. (2018). Formal institutions, informal institutions, and red tape: A comparative study. Public Administration, 96(2), 386-403. https://doi.org/10.1111/padm.12397
Meluch, A.L. (2016, August). Understanding the organizational and institutional origins of social support in a cancer support center. (Unpublished doctoral dissertation). Retrieved from https://etd.ohiolink.edu/!etd.send_file?accession=kent1466944822&disposition=inline
Torniainen, T.J. & Sasstamoinen, O.J. (2007). Formal and informal institutions and their hierarchy in the regulation of the forest lease in Russia. Forestry: An International Journal of Forest Research, 80(5), 489-501. https://doi.org/10.1093/forestry/cpm033
Study Document
CFOs Big Data Opportunities In Firms
… number of humans using smartphones has increased tremendously and this has created a big pool of user data as smartphone users stamp their digital footprint all over the web. The electronic data collected as a result of these activities yield Big Data that provide valuable insights to … such as hackers have more opportunities to gain access to company data. The traditional models do not have the systems required to secure digital assets as hackers become more advanced by the day. Therefore, this security problem should be overcome as soon as possible because of the ……
References
References
Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: From big data to big impact. MIS quarterly, 36(4).
Jin, X., Wah, B. W., Cheng, X., & Wang, Y. (2015). Significance and challenges of big data research. Big Data Research, 2(2), 59-64.
Joshi, N. (2018). How Big Data Can Transform the Finance Industry. Retrieved October 7, 2019, from https://www.bbntimes.com/en/technology/big-data-is-transforming-the-finance-industry .
Nath, T. I. (2019). How Big Data Has Changed Finance. Retrieved October 7, 2019, from https://www.investopedia.com/articles/active-trading/040915/how-big-data-has-changed-finance.asp .
Turner, D., Schroeck, M., & Shockley, R. (2013). Analytics: The real-world use of big data in financial services. IBM Global Business Services, 27.
Yin, S., & Kaynak, O. (2015). Big data for modern industry: challenges and trends [point of view]. Proceedings of the IEEE, 103(2), 143-146.
Zhou, K., Fu, C., & Yang, S. (2016). Big data driven smart energy management: From big data to big insights. Renewable and Sustainable Energy Reviews, 56, 215-225.
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