DIGITAL MARKETING APPLICATION

Document Type:Thesis

Subject Area:Marketing

Document 1

With this, they are able to best satisfy them as the constant exchange of information and feedback improves the product and service delivery of the business. This report is divided into five blocks covering the essential and indispensable elements of a typical e-commerce business. These blocks are the ladder of engagement, evaluation of social media platforms, website checklist, trend analysis, and a medium transition from offline to digital. BLOCK ONE: THE LADDER OF ENGAGEMENT The ladder of Engagement. This is a systematic way in which participants are involved in various stages of marketing and business performance in an organization. This is considered to be the most useful tool through which customers relations are created, maintained (Aggarwal, 2016). This enables a business to develop an understanding of customers and hence increased chances of satisfying them. It’s constituted by a series of stages that are used to develop and enhance customer relationships with an organization. As shown in the figure below, each of the level below have corresponds to some levels of customer engagement which has in return an influence in dictating the preferences of customers. In the above ladder of engagement, it is evident that a ladder of engagement shows a horizontal ladder from Ratings to products. A customer, or potential buyer may give their ratings and reviews depending on their level of satisfaction of perception of the product. From this reviews discussions and sharing between customers and businesses may ensue that generate new ideas. This ideas can be transformed into new products or product brands through various business processes like research and development and advertising.

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The three highest levels at the top of the ladder (Brands, Processes, and Products) are referred to as collaborative co-creation. This is because, it is marked by the development of new solutions, services, and product through collaborative innovation. Ladder of engagement in Coca-Cola Observing and Ratings In Coca-Cola, this level corresponds to a potential customer observing the company offering. They become aware of the products and the products line that are offered in the company. They give their feedback based on the company services delivery of the quality of the product which in turn facilitates the next level of development in the ladder of engagement. Reviews Once the potential customers develop interest in the product or in getting more knowledge pertaining the product offered by the company, they may follow by way of engaging in direct communication with the aforementioned company.

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Coca-Cola in this stage establishes whether an individual or individuals have shared out their perception of the product in terms of giving reviews to the products and services. With this understanding and on the basis of identifying the interested individuals, the company devises strategies of continued engagement for example through the use of email notifications where it sends emails to subscribers of their notifications Ads Coca-Cola on developing ideas engages in collaborative c-creation where it collaborates with the suppliers, customers, and distributors in the process of co-creating an innovative unique value. The first stage in the co-creation process in the ads. Here, an advert is creatively linked to a brand personality. in the In doing this, Coca-Cola exploits the energy and creativity of the stakeholders through establishment of systems and projects that marry perfectly with the interests of collaborators in addition to the available resources in the said company.

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Brands A brand is created through a process that starts with conducting a thorough brand audit that aims at developing an understanding of customers. The engagement culminates into products through integration of creative ideas from various stakeholders. This leads to customers satisfaction as products are reflection of the needs of the customers. Coco-Cola makes products that meets the need of the customers in addition to concentrating on a loyalty factor where the consumers, or subscribers are made to be loyal. The ladder of engagement has those elements which put together increase engagement of a company with its stakeholders including customers. Information sources Due to the importance that is associated with identifying and engaging g customers, there is need for companies to monitor the frequency and quantity of information that they share with customers.

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This is important as it can increase the customer base of a firm and driving sales high in addition to enhancing customer loyalty. Carlson et al. Additionally, it has the most effective offerings like the cinematic couponing which enables integration of a link to a digital coupon for a specific product. This is possible especially if a brand has a third-party couponing services for instance the Ibotta (Acar & Puntoni, 2016). These promotions of coupons are provided in the cinematic pins which is the latest advertisement format. On this basis, Pinterest can be evaluated. Pinterest is rich in terms of the content, attractive to the corporate community (Stephen, 2016). Further, it has effective collaboration with other sort promotional tools and media. Sources of information (Acar & Puntoni, 2016) BLOCK THREE: WEBSITE CHECKLIST Website plays a pivotal role in the perception and therefore performance of a company.

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In creating a website, there is need for proper planning of the website. This should include highlighting the main points of the webpage so that it can be conspicuous to those who visit the website. Finally, in designing a website, it is important that it be designed in a manner that is integrative with the services that a firm offers. Free from errors Companies should monitor the content of their websites and ensure that their websites are free from any spelling and grammatical mistakes (Jackson & Ahuja, 2016). This way, it will be easier for those visiting the website to get the actual message that is intended by the company. Also, the validity and authenticity of the published data should be verifiable. This website is designed in a very user-friendly way as users can make selection of the various options based on their choices and preferences (Mekonnen, 2016).

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In the website, their menu, location, fun zone, and contact details are available and overall, easy navigation across the different services and products of the company is possible. This website has all the elements that have been discussed in the above checklist. As such, customers will find it easy to use the website and the likelihood of the website being effective is high. BLOCK FOUR: TREND ANALYSIS With the current era of globalization, success of any business is a product of many factors. There are lots of augmented reality that are location-specific. For example the Snap chat Maps and the Pokémon Go. The company that is behind Pokémon Go, the Niantic, has recently raised $200m that is aimed at developing a Harry Potter AR game for release in 2018. It is expected that user-generated augmented maps will be the next stage where friends will tag places (Billinghurst et al.

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Gluesome Gutham has become popular for placing details next to the murder sites of the New York City so that people can explore them during Halloween. This has been possible due to the availability of free news and entertainment via internet. The Newspaper industry has from the time immemorial been dependent on advertisements. This is where almost 80% revenues were generated. However, the transition from offline to digital mediums have not been easy in the UK since it had first appeared difficult even to the London media as they saw it sucking in terms of resources and time to put off products that had worked for over 60 years. Source: Acar & Puntoni, 2016) The unit sales revenue were down on 2009 and that the unit sales revenue for 2009 were down on 2008 according to the data that was collected by the GfK (Acar & Puntoni, 2016).

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billion United States dollars, which has further increased to more than 3. million Us Dollars (Acar & Puntoni, 2016). This figures reveals that the market for digital newspaper is increasing at a very high pace and this is expected to grow even higher with this continuous advancing in technology through the use of smartphones and wide usage of the internet. The growth and transformation of brands of newspapers in digital platforms has provided immense opportunities to marketers as it they can effectively be used in advertising and building relations with readers in a more efficient way (Chen et al. It has made it possible for marketers to increase their activities of online marketing campaigns which has translated into a wide outreach of a diverse customer base at a reduced cost (Acar & Puntoni, 2016) In conclusion, this offline to online transition has been presented as an opportunities for marketers.

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Alavi, S. New paradigm of digital marketing in emerging markets: from social media to social customer relationship management.  International Journal of Management Practice, 9(1), pp. Antoncic, B; Auer Antoncic, J and Aaltonen, H. M. J and Carlson, D. S. Social Media Use in the Workplace: A Study of Dual Effects.  Journal of Organizational and End User Computing, 28(1), pp. Chen, Y. org/sgp/crs/misc/R40700. pdf [Accessed at 31 March 2016]. Corniere, A and De Nijs, R. Online advertising and privacy.  The RAND Journal of Economics, 47(1), pp. Gallagher, L; McCuaig, J; Benoit, L and Davies, C. It’s Time for the Genetic Counseling Profession to Embrace Social Media.  Journal of Genetic Counseling, 5(2). pp. Guo, J; Liu, Z and Liu, Y. Now shop on Amazon. in using Amazon. in's Android app [online]. Available at: http://gadgets.

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