Marketing Digital Tools and Technology Essay

Download this Essay in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from Essay:



In an online setting, Rowley suggests that marketers do not need to "speculate about customer needs" because they can use the Internet to download customer's buying profiles and enhance their customer service and product development strategies based on the information they receive from online reports. Further, the author suggests advertising can be more targeted because it is more easily tracked in an online setting vs. An offline setting. Rowley (2004) goes on to assert that the combination of online and offline services allows for more customization, and enables "mutual dependence" which in turn creates complex and diversified communities inclusive of customers and businesses. Organizations that utilize the Internet wholly, rather than partially, are more likely to become targets for innovation, research and development, which will only advance their goals in the short- and long-term (Rowley, 2004, p. 39).

There are theorists that study certain aspects of marketing, like advertising, but conclude these components are important to online marketing in a broader context, one that is supportive of the integration of online and offline marketing. Maddox and Gong (2005) suggest advertising effectiveness can increase when organizations adopt their own URL and become more active with Internet marketing. The authors explore how advertising online differs from offline advertising and compares the utility and efficacy of each. The results of the study do not suggest advertising takes a lesser role in marketing than customer service, as the original argument suggested. Rather, the researchers noted that the addition of a URL to an ad "enhanced brand perceptions and increased consumers likelihood of visiting the web" (Maddox and Gong, 2005, p.673). While this research cannot be generalized to other nations necessarily, especially given the small population sample, it does suggest that advertising is as valuable as product development, customer service and other marketing venues offline and online. Their research reflects growing consumer trends that suggest more companies should investigate the possibilities of online marketing as a comprehensive venue or methodology, especially now that more consumers are technology savvy and interested in buying by online avenues because they are often efficient and convenient (Maddox and Gong, 2005; Bansai, Gordon, McDougall & Dikolli, 2004).

Bansai, Gordon, McDougall and Dikolli (2004) also suggest more customers are likely to report satisfaction when companies invest time and money into e-marketing. The authors explore current and previous research related to Internet marketing, noting e-satisfaction is relative to the amount of time a company spends investing online. While customers are always going to shop in retail environments, Bansal, Gordon, McDougall and Dikolli (2004) suggest that consumers are drifting from old models to new ones, and the new ones involve comprehensive Internet marketing and services. They also note customer service is not more important than product development or advertising; rather, the authors suggest that all elements are equally important to a comprehensive web-based consumer satisfaction program. Web "characteristics" including a company's storefront or marketing behaviors are critically and directly related to consumer outcomes (Bansal, Gordon, McDougall and Dikolli, 2004, p.290). This suggests that many facets of marketing can be utilized in the technology field to spur customer interest, product development and favorable advertising and branding when companies willingly adopt more technologically savvy marketing efforts.

Simmons (2007) provides the most up-to-date information on marketing and the Internet. The author notes that i-Branding as he calls it, is just as important as generic branding, claiming organizations must develop their own "conceptual framework" from which they can brand to their customers by Internet "form" which can result in the development of "successful internet-based marketing strategies" (p.544). Simmons suggests in the mainstream organizations, it is critical they develop a framework for marketing they can easily translate into an online environment, because by doing so they will facilitate greater "intellectual interest" and provide "practical value" to consumers (p. 544). Further, the author notes that offline and online marketing efforts must by systematic in nature, so the organization can improve and compete in the technology-oriented environment in which we live.

Conclusions

Marketing online today must include systematic use of all digital tools available to the company in every area of marketing. Semeijn et al. (2005) claims that most online transactions today include an offline component, whether that includes offline fulfillment in the way of delivery of goods or product development. The two work systematically and must be integrated in whole not in part for an organization to be successful. The author notes that to please customers and to provide them with the greatest possible service, organizations must combine their online and offline efforts. If they do not, they face extinction given the customer's high perceived value of Internet-savvy firms in today's world (Semeijn, et al., 2005). This confirms the idea that digital tools are more efficient when organizations take advantage of all technology has to offer, and utilize the Internet for common and new marketing efforts.

References

Bansal, Harvir S., Gordon, H.G. And McDougall, Shane S. 2004, 'Relating e-satisfaction to behavioral outcomes: An empirical study'. Journal of Services Marketing, vol. 18 no.4, pp.290-302, DOI: 10.1108/08876040410542281, Emerald Group Publishing Ltd., ISSN: 0887-6045

Foucault, Brooke E. And Scheufele, Dietram a. 2002, 'Web vs. campus store? Why students buy textbooks online'. Journal of Consumer Marketing, 19, no.5, pp.409-423. DOI: 10.1108/07363760210437632, Emerald Group Publishing Ltd., ISSN: 0736-3761

Harridge-March, Sally. 2004, 'Electronic marketing, the new kid on the block'.

Marketing Intelligence & Planning, vol. 22 no.3, pp.297-309. DOI: 10.1108/02634500410536885, Emerald Group Publishing Ltd. ISSN: 0263-4503

Herington, Carmel and Weaven, Scott. (2007) Can banks improve customer relationships with high quality online services? Managing Service Quality, vol. 17 no.4, 404-427. DOI: 10.1108/09604520710760544, Emerald Group Publishing Ltd.

Joines, Jessica L., Scherer, Clifford W., and Scheufele, Dietram a. 2003. 'Exploring motivations for consumer web use and their implications for e-commerce'. Journal of Consumer Marketing, vol. 20 no.2, pp.90-108. DOI: 10.1108/07363760310464578, MCB UP Ltd. ISSN0736-3761

Maddox, Lynda M. And Gong, Wen. 2005, 'Effects of URLs in traditional media advertising in China'. International Marketing Review, vol. 22 no. 6 pp. 673-692. DOI: 10.1108/02651330510630285, Emerald Publishing Group Ltd., ISSN 0265-1335

Rowler, Jennifer. 2004, 'Just another channel? Marketing communications in e-business'.

Marketing Intelligence & Planning, vol. 22 no.1, pp.24-41, DOI: 10.1108/02634500410516896, ISSN 0263-4503, Emerald Group Publishing Ltd.

Schoenbachler, Denise D. And Gordon, Geoffrey L. 2002, 'Multi-channel shopping:

understanding what drives channel choice'. Journal of Consumer Marketing, vol. 19 no. 1, pp.42-53. DOI: 10.1108/07363760210414943, MCB UP Ltd., ISSN 0736-3761.

Semeijn, Janjaap, van Riel, Allard, van Birgelen, Marcel J.H., and Streukens,…[continue]

Cite This Essay:

"Marketing Digital Tools And Technology" (2007, December 09) Retrieved December 4, 2016, from http://www.paperdue.com/essay/marketing-digital-tools-and-technology-33460

"Marketing Digital Tools And Technology" 09 December 2007. Web.4 December. 2016. <http://www.paperdue.com/essay/marketing-digital-tools-and-technology-33460>

"Marketing Digital Tools And Technology", 09 December 2007, Accessed.4 December. 2016, http://www.paperdue.com/essay/marketing-digital-tools-and-technology-33460

Other Documents Pertaining To This Topic

  • Marketing Strategies the Marketing Plan

    The difference in country's economic condition makes Coca Cola to fix difference prices for the same product across different countries. 3.2: Integrating Pricing strategy with branding strategy ATC will use a unique brand position to ensure that customer accept prices fixed for its product and services, and the company will use differentiation strategy to make customer accept the prices fixed for its product. By creating a strong brand position, ATC will

  • Technology and Sports Marketing Sports Marketing Is

    Technology and Sports Marketing Sports' marketing is a comparatively new field and dimension within the broad concept of marketing. It is continuously evolving and changing today as society combats the free market to decide the legal and ethical limitations of business today. It is significant to note that this discipline within marketing is not clearly defined. Sports today use corporate sponsorships and television money in order to contend and pay for

  • Digital Technologies an Investigation Into the Effects

    Digital Technologies An investigation into the effects of DIGITAL TECHNOLOGIES on U.S. PRINTING INDUSTRY US Printing Industry Business Segmentation of Print Market Industry Trends Traditional Printing Digital Technology for Printing Effects of Digital Technology on Printing Industry Graphic Designing Work Flow Redefined Repurposing Strategic Integration Digital Media to Plate Advantages Disadvantages Challenges of Digital printing Industry Comparison of views on Issues Similar conclusions of Research Critical Aspects of Methodology Gaps in Research Previous Studies and Current Research Relatedness with Literature in General Method of Data Collection Ethical Considerations Results and Findings Positive Impacts of Digital

  • Digital Sound Synthesis and Usability Testing

    Digital Sound Synthesis and Usability Testing Overview of analogue/digital synthesizers and their input in the music industry An essential issue in the researches of new media happens to be to investigate and clarify the connection between technological development and cultural revolutions. In this case, digital technology has usually been seen as the single most significant tool in the design of numerous of today's new cultural terminologies. In media that is heavily reliant

  • Marketing Strategy in the Digital World

    Digital World and Luxury Brands Why do companies need a digital marketing strategy? What is the importance of digital marketing strategy in a company? The simplistic answer is the loss of opportunities and business. Digital marketing strategy formulation helps in making informed decisions about ones foray into digital marketing arena and ensuring that all the hard work is focused towards the fundamentals of digital marketing, which happen to be the most pertinent

  • Technology Affect Marketing The Objective

    These additional offerings can help to generate higher, sometimes passive, earnings as well as increase a firm's potential differentiation. Ways" (Margarit, Methods that can be used to do just this include the following: Setting up a knowledge base that your clients can have access to that includes a FAQ or query function allowing your clients to query you for information. Using a feedback form where clients can offer their input as their

  • Marketing Plan for Carnival Cruise

    Ocean Village is UK-based and is uses the differentiated experience of offering families the opportunity to define their own cruise itinerary (Kwortnik, 2006). There is freedom as to when passengers will eat, what they choose to participate in, and the concept focuses on breaking out of the mold of highly predictable and regimented cruise programs. The two remaining brands, P&O Cruises Australia and the Yachts of Seabourn, each have


Read Full Essay
Copyright 2016 . All Rights Reserved