There is a common sense that people usually assume or only pop up with advertising when speaking of marketing, but marketing is more than that. It involves and indicates the corporate culture of the owner company, the process of selling products or services consumer research, product design, as well as other aspects. Due to the characteristics of marketing in business and its wide-spread influences, the result of marketing is shown as sales, but it
should be addressed that sales do not fall under marketing only.This explains why businesses ought to understand thoroughly what is important for their company and adapt the most effective marketing strategies which considers the content of a product orDigital marketing can be referred as the method of communication by applying digital tools or applications of the Internet in conjunction with traditional communication method to approach
and achieve marketing objectives. Digital marketing is also named as Internet marketing, ecommerce with consisting of various forms of online presence by using digital platforms to interact with audience such as websites, social media channels, email marketing and other website partnerships. Moreover, digital marketing is a mean of promoting products and services online which combining different tools and strategies to advertise through the
What is an experience in marketing
They most considerable competitive aspect of digital marketing is the ability to measure the impact of any advertising activity through any platform and channel used by company. It allows company to acknowledge and allocate company’s resources to main channel or platform which obtains the value and potential in increasing sales or opportunities in attract new customers. These pieces of information also play an important role in formulate
business’s marketing strategy for the short and long-term development. (Chaffey et al, 2016, pp.476–478) The essence of digital marketing is that the marketing strategy is built on customers and customer’s prospect database in order to maintain a constant flow of communication between consumers and companies (Chaffey et al., 2016, p.14). The huge advantage of digital marketing compared to its counterpart is that digital marketing is a
continuous two ways of interactions thanks to the characteristics of digital channels that allows marketers to personalized communication with each customer and as a result, encouraging to leverage date for internal use. However, it is wise to integrated digital marketing and traditional media marketing such as TV, radio and printed advertisement.
Has enabled marketers fresh approaches
to apply their marketing spending. Nonetheless, the general declining trend in printed advertising indicates that marketers are looking for fresh approaches to get the attention of the consumers and are progressively avoiding this "old fashioned" look on advertising. From print to voice, from sight to sound, the media has witnessed "a transformation over the last couple of decades" (Schmitt 1999). Print and television marketing instruments are no more
successful as they once were. A McKinsey & Co. study indicates that TV advertising's impact in 2010 would be one third that of 1990 (McKinsey & Co. 2006). The planet has only begun to feel an information overload. This means that customers either deliberately avoid ads or overlook them most of the time (i.e., block internet, switch channel on the TV etc.). Only 7% of consumers truly pay complete attention to television advertising while the rest change
channel, leave the room or strike small conversation (Elliott, Speck 1998). Given Mittal's 1994 estimates of more than 3000 marketing messages per week being seen by the typical American customer, this is hardly surprising. Add social media and the internet; that figure would readily be much higher now. This overabundance of advertising is another element influencing marketers' search elsewhere for different approaches to capture the consumers'
Attention Tynan and McKechnie claim
that Holbrook and Hirchman initially proposed the idea of consumer behavior having an experienced component in their 1982 studies. But they also pointed out that up to 2004 no methodical measures had been taken to attract and retain the attention of the consumers so facilitating the communication of mar.Five components defined the design: Personal Relevance, Active Participation, Physical and Visual assistance plus innovation and
memorabilia. The first three were determined to be absolutely vital; the last two required more research to confirm their significance. Neither could they be discounted, though. One used to convey a natural link between the brand and the experience was synergy. Thus, to reach more participation and additional brand equity, brand association, brand attachment, and brand resonance ought to be present. Apart from that, the company's values should be
expressed clearly. Harmony between the event and the business fosters strong relationships and devoted consumers. Although this area was first suggested to be very important, it proved challenging to quantify the precise influence hereof since most people are not aware of the links since they are made subconsciously. At last, a means of reaching achievement
Conclusion
and raising involvement was suggested as breaking expectations. This was shown to be influenced by sensory cues, virtuosity, and curiosity.According to a report made by the MPI Foundation in 2005, event marketing is used in promotional strategies in more than 96% of U.S. corporations (Close et al. 2006). Similarly, the popularity of event marketing has risen in Continental Europe with companies in countries such as Germany, spending 22% of the total
marketing communication budget on event marketingBrand Experience stated in their report, that of the consumers in the UK, close to 85 per cent of consumers would find the opportunity to experience, touch, smell, taste or hear, products of great value. Additionally, the international research organization SRI found that traditional methods did not drive results nearly as fast as experiential marketing suggesting that consumers were more inclined to
make quick purchase decisions in an event situation while also making people more open to associated marketing forms. IMI International support these findings, suggesting that 55 per cent found that the highest impact to buy stems from in the year 2000 (Wohlfeil, Whelan 2006). The increase in its popularity may stem from consumers increasingly taking products and their features for granted thereby expecting more of the marketing efforts in order to get
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