Strategic Marketing Creating Competitive Advantage †Free Samples

Question: Discuss about the Strategic Marketing for Creating Competitive Advantage. Answer: Introduction: Digital marketing refers to the buying and selling of products, information and service through internet. The electronic e commerce technology and internet has brought about a transformation not only in whole economy but also changed the business models, customer bases, consumer behaviour, revenue streams and the supply chains (Labrecque et al 2013). Every industry of the economy is seeing the emergence of a business model. Ticketing and travelling industry have also seen huge changes during the last decade. The online shopping customers express their delight with the timely delivery and the perfect payment mechanism thereby building the consumers trust. Online retailers are also pushing large categories of products that include white and electronic goods. Such emerging models have enabled some of the intangible assets such as knowledge, people, brands, systems and relationships take a centre stage. Thus, Internet acts as a disruptive innovation of technology that resulted waking up to the undertaking online shopping helped the consumers thereby bringing about a change in consumer behaviour. Digital marketing makes use of all the faces of advertising on the internet for generating the response from the target customers. Due the presence of the internet in every dimensions of life of the people, procurement not made easier but also enhanced. There has also been emergence of various factors that have resulted in influencing the consumers in shopping online (Stephen 2016). Thus, this acts as a determining factor for the transforming in the consumer behaviour towards the development of habits for online shopping experience. The attitude of the consumers towards shopping online has been the key factor in determining their real buying behaviour. There are several indicators belonging to the four major categories that primarily influence the consumer behaviour in the online environment. This includes the product value, shopping experience, risk perceptions of the retail online shopping and the quality of the service offered. Among these factors, the perception of the risk by th e users acted as the primary discriminator between the people undertaking online shopping and people who are not actually buying online. However, other discriminating factor influences consumer behaviour for undertaking online purchase (Leeflang et al. 2013). These factors include conveniences and control of shopping process, affordability of the merchandize, ease of using the shopping site and customer service. E Marketing Strategies in Context of Advertisement Posting in Social Media E Marketing represents a very strong channel for marketing. An E marketing strategy belongs to a part of the overall strategy for marketing and the business plan (Strauss, 2016.). This helps a business in marketing its services and products using email channel that puts forward the best opportunity for reaching goals and making profit. An effective E marketing strategy first helps in identifying the target customers and the benefits and preferences they look for to determine the most effective message for marketing. However, the strategies adopted for effective E marketing includes: By Creating Relevancy with the Offer: The first step includes segmentation of the people based on problems, interest and size of the company. It is also important in describing their problems in the context of using the products and services that will finally take care of the problems (West, Ford and Ibrahim 2015). It is to be remembered that people cares about the benefits they are able to derive from the products. For instance in posting a video advertisement for a social media platform, the content should revolve around story and be relevant, to which the people can connect. Option for Dealing with Excess Emails: Concentrated promotion involves many emails within a shorter time span. In such cases, it is very necessary for providing the people with a link that will help them in avoiding the emails related to the product. This will ensure prevention from the annoyance of the people who are no longer interested in the product (Eid and El-Gohary 2013). However, in posting a video advertisement in the social media platform one must provide a link to the viewers along with an interesting content so that they are able to draw their interest within the initial 10 seconds. Avoiding Adoption of Negative Approach While Addressing People: The entire E marketing strategy depends on making the people understand the valuation they might receive from the service and products (Boone and Kurtz 2013). This also sometimes means showing them the downsides of not buying the products. However, it is done in a respectful and friendly manner. For instance, while putting up an advertisement on the social media platform, there should be avoidance of any negativity and the content should be able to lighten up the mood. Clarity about the Offering and the Means of Achieving: This acts as the backbone strategy for E marketing. It is necessary for telling people regarding the benefits they can receive by writing separate email regarding each of the major benefit (Nagle, Hogan and Zale 2016). It should however be made sure that the benefits are reflected in a clear manner. It is also necessary to make it conversational by listing the bunch of the benefit. In addition, they must also have a clear picture regarding the steps adopted for receiving such benefits. For instance, the advertisement for the social media platform should be able to portray clarity of the content so that it finds easier acceptance. In addition, it should also optimization of its search. Digital Marketing Mix and its Future Digital marketing mix is similar to the marketing mix and is an adaptation of the place, price, promotion and product in the context of digital marketing. However, there requires five vital considerations for choosing the digital marketing mix strategy (Chaffey and Ellis-Chadwick 2016). This includes: Optimization of the website: It provides an opportunity for competing with the larger companies through increase of visibility in the search engine. Choice of Appropriate Social Media: Choosing the appropriate social media platform helps in increasing the awareness of the brand and thereby helps in gaining the right amount of authoritative followers. Ensuring Perfection to the Customer Experience: This acts as a consistent factor in optimizing and tracking the touch points of the customers for enhancing the process of purchase Ensuring Lead Generation: Personalization of messages helps online businesses in having more prominence throughout business cycle and hence this step is considered as the perfect promoting blend for digital marketing. Ensure Retargeting: Retargeting the promotion stages will help the advertisers in enhancing the Return on Investment (ROI) and identify the aspect that abandoned the buying process. In future, the digital marketing will help in enhancing mobile marketing trend. Presently over 70 percent of the browsing happens over the smart phones. This has encouraged the digital professionals in strategizing the ways for promoting the brands through the mobile device (Stone and Woodcock 2014). Digital marketing is also paving the way for influencer marketing where digital marketers are in search of ways for tapping the audience from the most viewed sites. References: Boone, L.E. and Kurtz, D.L., 2013.Contemporary marketing. Cengage learning. Chaffey, D. and Ellis-Chadwick, F., 2016.Digital marketing. Prentice Hall. Eid, R. and El-Gohary, H., 2013. The impact of E-marketing use on small business enterprises' marketing success.The Service Industries Journal,33(1), pp.31-50. Labrecque, L.I., vor dem Esche, J., Mathwick, C., Novak, T.P. and Hofacker, C.F., 2013. Consumer power: Evolution in the digital age.Journal of Interactive Marketing,27(4), pp.257-269. Leeflang, P.S., Verhoef, P.C., Dahlstrm, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era.European management journal,32(1), pp.1-12. Nagle, T.T., Hogan, J. and Zale, J., 2016.The Strategy and Tactics of Pricing: New International Edition. Routledge. Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.Current Opinion in Psychology,10, pp.17-21. Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that depends on better use of business intelligence.Journal of Research in Interactive Marketing,8(1), pp.4-17. Strauss, J., 2016.E-marketing. Routledge. West, D.C., Ford, J. and Ibrahim, E., 2015.Strategic marketing: creating competitive advantage. Oxford University Press, USA.