Empire Cinemas and Digital Marketing
Every prudent business manager is currently looking to take advantage of the merits accorded to business operation by incorporating the new platform for marketing through digital tools across the internet. This reports will expressly analyze the current level of digital marketing in Empire Cinemas with the goal of creating effective recommendations for the management of various factors relating to digital marketing. Introduction The opportunities available for increased marketing as enabled by the increased interconnectivity of consumers over the internet presents the strategic approach that could drive Empire Cinemas into one of the global cinemas in the world. The company has cultivated a distinct niche in the market by their unique approach to cinema layout termed as the boutique cinema. In accordance with the company’s mission to revolutionize the experience of their clients at the cinemas to exceed the simple feature of watching movies in a theatre hall, the nature of the digital marketing tools should be able to communicate this to the online world.
This will result in big losses to the company, and I hope you will see the essence of adopting my recommendations in this report. A company should use effective communications technique such as taking a calculated approach to content. This determines how you will attain maximum reach by using your strategy. Another way is by choosing the appropriate practices and platforms. Choose the ones that best suit your main business because what works for Company A is not what necessarily works for Company B. According to Mahapatra (2013), brand awareness is based on two different concepts; the ability of customers to recall the product or inherent recognition created from having seen the company products on an online platform. In a study conducted by the author above, brand awareness was ranked third as the platform for enabling competitive advantage of key rivals.
Creation of brand awareness for a company in the service industry as in the case of the cinema viewing depend on both online and offline marketing approaches. The company has been using several different digital marketing strategies to increase the public’s awareness about the company. This has been negatively impacted by the lack of emotional and relevant content that would make it easier for people to relate with the company. The current design of the Empire Cinema website as retrieved from https://www. empirecinema. com has an easy to navigate window that limits itself from cluttering a lot of information that can overwhelm the customer. The company has put in place links that direct the client to the site containing the information they require.
In comparison to the Odeon website, a competitor in the same industry in the UK, the websites could be said to have more in common than differences. For instance, a cursory search of cinema theatres in the UK give the options of Odeon and Electric cinemas as the leading results on the first page. This shows that Empire Cinemas has failed to take full advantage of this digital marketing resource in their marketing approach. This shows the competitive nature and how fast the results page of various search engines, which is based on the ranking and traffic that is redirected to a company’s website. Empire Cinemas should look to increase traffic to their social sites by working together with Google and other search sites such as Bing to include their website among the first options in the search results.
This can be done by negotiating a pay-per-click payment system that will mean for every visitor clicking on the website through Google, the company are obligated to pay. Using social sites begins from their website, where the company should include a link to their Facebook, Twitter and Instagram accounts. The company should employ a social media manager who will monitor the accounts on a 24 hours basis. Customers can easily correspond with the manager at any time and ask queries. This engagement of customers allows the clients to associate easily with company products and are more likely to opt for that company when faced with different product varieties (Saravanakumar & Suganthalakshmi, 2013). An important area that Empire can make use of social sites is to generate analytics that detect any negative comment about the company services.
For instance, Instagram offers the perfect opportunity for picture sharing where customers can show pictorial evidence about their experience at the cinemas. Email Marketing This form of e-marketing is conducted through continuous correspondence with customers or prospective clients through email. The question here is how the company will collect customer emails to enable correspondence. This can be done by requesting customer information upon registration at the Empire website or collecting customer information when they visit the cinemas. The marketing department will then be required to send emails to customers offering updates on movie schedules and any new information. Another issue is the need for assuring customers about the privacy of their information in the company database. Record such as financial details, email, names, and search history are exclusive and should not be easily accessible to third parties that the customers have not assented to.
The database of any companies has large storage of data that should be protected from hackers or could easily face legal repercussions such as making losses due to paying millions in damages. Conclusion Using the different strategies discussed above, Empire Cinemas could improve their online presence and brand awareness by optimizing on the best unique plan that applies effectively to their business operation. Since the main objective of the marketing campaign should be increasing the ticket sales by the cinema, the fundamentals of the company’s digital marketing strategy should be to display the upcoming movies and shows that the company is showing at their theatres. "Social Media Marketing: How Do Top Brands Use Social Platforms?". IBTimes. com International Business Times.
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