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Critically evaluate the impact of the internet and digital technologies on the marketing mix elements for an industry sector of your choice.

Recently years, digital marketing is more and more popular and lots of companies try to find a chance to enter the digital market to gain more profit. In the future, I want to choose the Internet marketing. The development of the internet and digital technologies has significant impact on Internet marketing industry.

At first, products are core of the internet marketing. To know the customers’ needs, developing the service of the product is important. For instance, Apple phone design always according from customers’ need, also, the service of Apple can satisfy almost customer. Therefore, internet marketing should do the marketing research to know what product the customer need and develop the product from the customers’ needs. Next is the generating more information and new product to customers. For example, when a customer wants to buy a new computer online, not only the customer wants to know the appearance, size, price, also the function and storage of the computer. So, the physical store is also necessary for internet marketing because physical store can provide experience for customer and sales can introduce the product to help the customer to know the product well. In addition, the marketer also can provide some group that customer can share the experience who have owned the product. On the other hand, exploring the new product is the significant aspect to gain more customers. Conducting the online marketing research, such as survey, some focus group. Knowing the customer needs to generate the new products.

The product can bring the value but not mean the product the cheapest one. Reasonable to set the price in internet marketing is the key aspect. Increasing the price transparency, for instance, the online marketer should transparent the price in different countries because if the price is different, the customers will compare the price and will reject to buy the project. In terms of the concept of price elasticity, the internet marketing should change the price according to the change of the demand of the products.

Another aspect is the place, which it involves the customers can receive the product as quickly as possible and distributing product to customers with demand to minimize time and money. For example, when customer buy product online, the system can find the product quickly in the nearest warehouse and the customers can receive in short time. So, the internet marketing should set the reasonable system that can deliver the product as quickly as possible. Also, the product should available for customer in the find easily. For instance, the product can be put striking place in the website to attract the customers.

The last is promotion. Some tools can be used to promote the quantity of product. For example, using the advertisements, social media to press the information to the audience. Also, using the communication tools can know the customer opinion to the new product or some experience, which can interactive with the customers.  

Your friend is about to launch an online store for sporting gear & equipment. Your friend is seeking your advice regarding social media marketing tactics. Outline some possible social media marketing tactics suitable for an online store selling a variety of sporting gear and equipment.  

At first, the promotion is important. For example, the online store can put advertisement to some high-traffic website to gain more attention. Using the social media, such as Instagram, Facebook to have interactive customers. Also, put more information about the online store, such as what position about the store, it for the high-quality sports equipment for high-level income people or mid-level income people or using the low price to attract customers. And what kinds of product in the online store, the sports equipment for outdoor or fitness. This information is about customer segmentation. In addition, on the social media, posting some sports tips can also gain some customers and interact with customer. At first, the new online has launched, the store can give the first buy product customers discount and the customers introduce friends to buy can give more discounts. Sometimes, some special days, such as Black Friday and some festivals, the store can have promotion and discount for customers.  

Reference

Chaffey,D.&Ellis-Chadwick, F.(2019).Digital Marketing, England:Pearson.

MARKETING THEORIES – THE MARKETING MIX – FROM 4 PS TO 7 PS, professional academy, Retrieved from https://www.professionalacademy.com/blogs-and-advice/marketing-theories—the-marketing-mix—from-4-p-s-to-7-p-s

Apple business model

In recently years, Apple has been developed rapidly, especially the iPhone, iPad and Mac. This is a good example to review and analyze the model the business. In the 1970s, Apple is an early-mover of to design and produce the personal computer. However, there are few people knew and attention to the personal computer. At that time, Apple satisfy primarily to the home computer market although with a premium price tag, still affordable for the mass market. 

With the development of technology, the people of using the PC has increasing quickly because it is easy to use and carry. In the earlier time, Jobs had realized that the quality graphical user Interface was key to success to sell computers to a mass market. In 1980s, Apple has launched Apple III, which has gained the market share in the personal computer. In the early of 21 centuries, Apple has accumulated experience about the design of personal computer. Apple tried to explore other electronics. iPods has become the significant in the portable media player market. On the other hand, Apple Macs has expanded the market share in the personnel computer market and the system gain more customers to preference. With the success of the iPods expanded, Apple has changed the business model, not only to sell the personnel computers, also has launched iPhone and iPad to expand more market share and focused increasingly on the consumer electronics.

The design is the Apple’s value proposition central. And Apple is famous for meticulously designing products to be as user-friendly and elegant as possible. Therefore, Apple has spent heavily in every aspect of the design, quality control and product testing stages. Apple target the premium end of electronic market. In addition, Apple has launched its own website to sell the product also the third party, such as Amazon and eBay. By continuous innovation on designing and business model, Apple has gained the lots of loyalty customers and mass market.

Reference

Apple, the United States, cleverism, Retrieved from:https://www.cleverism.com/company/apple/

Dudovskiy, J 2019, Apple Business Strategy: a brief overview, Retrieved from https://research-methodology.net/apple-business-strategy/

Critically evaluate business and revenue models 

Reviewing the Apple business model, Apple can catch the chance to expand the market share, for instance, in the 1970s, when the personal computer not popular, they started to work, which is prepare for their success of the personal computer at the first time. The second they catch the chance is to launch to other electronics, iPhone, iPod, and iPad, which is the key aspect for the success. These electronics design satisfy the customers and gain lots of loyalty customers. Furthermore, Apple revenue model has been changed to selling electronics rather than personal computer. The most important aspect is the Apple design, in the earlier time, Apple has launched the personal computer, the system is easy to customer use to gain the great profit, not like other computer companies use Windows system. Also, the iPhone and other electronics, the design of the system is easy to use. To sum up, Apple is a great example to explore the business model. Apple can catch the chance and the customers’ needs to design the product to satisfy the customers and make effort to continue innovation of the product.    

Question 1

Using the dimension of SMMF to analyze Kylie Jennifer’s cosmetics company. The first is the scope, Kylie has been created a great value in the two years. In the social platform, she has launched her own topic about the make up to promote to sell the make up products. At the same time, on the social media, she not only to sell the products, also, at the YouTube website, she launched the YouTube tutorial to bring the make up knowledge to the public, which is generate the reciprocal interactions between the customers and the companies. Next is the culture dimension, Kylie used the traditional media and the social media to generate the value. As for the structure, kylie is related to Kim Kardashian, who famous in the US. She and her family developed a powerful social media presence. The last is the governance, which is about how they use the social media. Kylie not only to posted the make up knowledge also posted about her life. And she uses various ranges of social media formats, such as video, photos, and messages.

Question2

The SMMF also can help the traditional financial services. For the scope of the traditional financial services, they can use the social media widely, for instance, the marketer uses the social media to generate more interactions with the customer, such as the customer comments or questions, also some tips about the personal financial. As for the culture, traditional financial services can use the traditional media and the modern media, which these two ways to face the different population. For the structure, the employees should use the social media widely and suitable, for example, in some message social media, they can post some tips or articles for customers, and video or photo social media, they can post some funny photo or video to get interactions with customers. The governance of the social media, the manager control the message they posted and tell the employees what they can do and they cannot do. Also, the financial services should training the employees strictly because the financial services related to  the customer privacy and property. The manager and the employees should be responsibility for all customers.

Reference

Chaffey,D.&Ellis-Chadwick, F.(2019).Digital Marketing, England:Pearson.     

According to the elements proposed by Rose and Hair of the online customer experience, this framework contains three main elements to analyze customer experience, which is antecedents, experience, and consequence. At first, before the customers buying the product, the information processing, which is the significant aspect for the customers because the available information of the product will shape the customer perception and influence the future behavior As for me, When I buy something online, I will gain as much as more information about the product. Not only to the official website, also some comments to this product. So, the online marketer should updating the product information . Next is perceived ease-of use. If the design of the website and mobile app is complicated to customers, some customer will choose the more easier app or website. From my online shopping experience, I prefer to use the more easier app or website although some website are similar. For instance, some luxury brand website are design well, the customer can quickly find the product they want and the product has been reasonable classification. On the other hand, developing the customers’ benefits. For instance, some online brand can generate more value for customers to improve the customers experience. For example, some website has more promotion and discount or provide gift passage service, I will choose the well service website. Moreover, the digital marker also should control the online system, for example, digital marketer can create more comfortable online environment. Furthermore, controlling the the risk of the online shopping is measurement the protect the customers’ interest, at the same time, this measurement can help the the digital marketers to build the trust to public.

This framework is to identify how to improve the quality of the online customer experience. These aspects influence the customer thinking. The digital marketer can from these aspects to improve customer experience. I think this framework can add after-sale service. If I am shopping online, sometimes, the product maybe damage on the way, then I received a broken product. If there are not system to deal with this problem, I will have a bad experience online. In addition, when I buying some clothes and shoes, sometimes the size is not fit me. I hope online marketer can be change the size. Therefore, the Rose and Hair online customer experience framework how digital marketer to improve the customer experience online, however, add after-sale service aspect will more completed.      

Reference

Chaffey,D.&Ellis-Chadwick, F.(2019).Digital Marketing, England:Pearson.
 

Explain the concept of Digital marketing.

Digital marketing is about using digital media to achieve the goal of marketing. In short, the marketers use digital media, for instance, the marketers use website to sell their product.

Case Study 1 (E-Bay) – Discuss how eBay has had to evolve its online brand proposition and communicate it to Achieve continued growth.

In recently years, e-bay has developed quickly as a digital marketer. At first, the communication tool is a significant part of digital marketing because users need to communicate to achieve transaction. In the earlier time, eBay provided software to help the users to communicate, for instance, Turbo Lister is a communication tool to help the selling process. Today, eBay uses artificial intelligence to help user find the best deals. However, some disadvantage of online shopping has been exposed. Fraud is the most important risk. To deal with it, eBay developed the trust and safety system to protect users’ interest. In 2007, eBay has launched neighborhoods which is for users to discuss the experience. In 2008, eBay has divided marketplace into three areas to improve service. In 2009, with the appearance of mobile phones, eBay start mobile commerce to convenient for users. Review the evolution of eBay, I think it always to from customer’s problem to improve their quality of service, which can increase the relationship between the customers and users. Moreover, eBay updating the brand proposition to use the TV media. Using the traditional TV media because the traditional media is also the important aspect to building and rewrite the brand proposition in people’s perception.

To sum up, eBay has used the benefits of the digital marketing to generate the maximum profit. At the same time, eBay tried to improve the system according to the actual situation and user’s interest. Therefore, eBay has built the trust and safety to the public and continued growth.       

Reference

Chaffey,D.&Ellis-Chadwick, F.(2019).Digital Marketing, England:Pearson.