我相信在线营销工具是营销组合的一部分，可以作为渠道使用。如果仅仅用于广告或推广在线产品/服务，可能会把重点转移到数字营销上。数字营销可以在多种方式中使用，同时我们考虑在组织营销传播组合中促进它，而不是集中在1种营销传播组合形式上。随着技术的不断提高，用户的注意力逐渐减少，我建议通过调查网络内容的行为来帮助广告宣传，了解如何让消费者了解产品，例如，他们要搜索某一产品。如果我们从互联网上看数据挖掘、消费者购买行为等等。该组织可以利用这些数据挖掘相关信息，有助于加速销售或利用特定产品，同时了解需求的存在。如果我们看看Amazon和谷歌，这两个组织往往有很多的数字营销工作非常好，因为他们已经把它付诸实践，在收集信息和监测他们购买什么，以及他们如何购买它。有了这样的工具，一个组织就可以为用户定制广告，我们可以看到它更像是一个“按需广告”，它将吸引那些正在寻找特定项目的用户的注意。在网络上存在着许多加速营销的方式，我们采用了创新的水平，网络营销使它更容易促进以下内容：
Part A
Question 1
I believe online marketing tools are part of the marketing mix as channels that can be made use of. There may be diverted focus in regards to digital marketing if it is just used for advertising or promoting a product/service online. Digital marketing can be used in multiple ways whilst we consider facilitating it in an organisations marketing communication mix, rather than focus on 1 form of the marketing communication mix. As technologies are on a rise and the attention span of users is declining, I would suggest investigating marketing tools to help advertising via online content behaviour, understanding ways to inform consumers about the product if for example they were to search a certain product. If we look at the amount of data mining, consumer purchase behaviour and so on via the internet. The organisation can use such data to tap into relevant information that would help accelerate their sales or avail specific products whilst understanding the demand exists. If we look at Amazon and Google, these two organisations tend to have a lot of digital marketing working very well for them, as they have put it into practice in collecting information and monitoring what they purchase and how they purchase it. With such tools an organisation can tailor advertisements towards the users, we can see it more like an "On-Demand Advert" which would then grab the attention of users who are looking for specific items. There exists many accelerated ways of marketing on the web, with the level of innovation we have adopted, web marketing made it simpler to facilitate the following:
Public Relations
Investor Relations
Customer Service
Prospect Qualifications
Product Sales
Customer Interaction and Feedback
Internal Communications
With that all being said, the digital world has opened up more opportunities for marketers as to understanding Buyer behaviour, Communicating frequently to the customer, Public relations and so much more.
Marketers tend to consider digital marketing to be more time-efficient and is used by the masses, hence it makes it easier to capture a wider reach, whereas the ways they market or allow themselves to be seen by the consumer may need to change as to avoid the click-through behaviour of the customer. I agree that digital marketing will become critical tools in brand building and other forms of communicating to the consumer, mainly Customer Relationships. Marketers can evade ad-blocks and such, if they just spend a bit of time trying to learn a bit about the online content behaviour and yet look out for technologies out there such as Geo-tagging, proximity marketing and so on.
Question 2
As a marketing manager, there are 5 steps to evaluating digital technologies:
Step 1:
I would evaluate the goals of the organisation's digital marketing campaigns by understanding the number of social shares our posts are receiving, size of our fan base on social networks, the amount of times "Nike" is being mentioned on social media, look up the number of positive reviews found online via consumers, check the amount of online traffic we are getting on our webpage as well as how many times links are being diverted to our webpage from other social media outlets. If all these things were done by the previous marketing team, I would look at whether or not the targets are being met, if not I would then revise our goals as to accommodate our objectives.
Step 2:
I would re-assess the target market, if it is changed I will have to facilitate an information search as to have an idea of the demographics, interests
