Assignment of First week Chapter-1

Why is Digital and Social Media Marketing important today and in the future?

Digital and Social Media Marketing important today and in the future: Today’s world is called digital world. Expanding today’s business we have to need digital and Social Media Marketing.

Digital Marketing: Digital Marketing is management activities or process which responsible for identifying, anticipating, and satisfying customer requirements by using the digital techniques, technologies and digital platforms.

Social Media Marketing: Social Media Marketing is a Marketing activities which use Social network platform as marketing channel. Now Facebook Marketing(f-Marketing), Twitter Marketing (t-marketing), Google+ Marketing (g- marketing)  are recognized as Social Media Marketing.

Some points I discuss from week 1 which are given below:

SWOT Analysis: SWOT refers to strengths, weaknesses, opportunities and threats. SWOT analysis is a process where the management team identifies the internal and external factors that will affect the company's future performance. The company's strengths and weaknesses are the internal factors.

Opportunities and threats deal with factors external to the company--environmental factors. SWOT analysis is done as vital part of the overall corporate planning process in which financial, operational and marketing goals are set for the upcoming year and strategies are created to accomplish these goals. The ultimate goals of SWOT analysis being the turning of weaknesses into strengths and threats into advantages.

Analyze Strategize and Implement: Strategy is a central part of the planning. Strategy is also about making choices that provide an organization with some measure of competitive advantage or even a sustainable competitive advantage. It is essentially about choice—in terms of what the organization will do and won’t do to achieve specific goals and objectives, where such goals and objectives lead to the realization of a stated mission and vision of organizations. A successful business is running on the team’s ability, The team’s ability  set goals, focus energy and resources to implement strategy.

SMART Objectives: Each corporate organization’s objective should be SMART:

·         S-Specific – target a specific area for improvement.

·         M-Measurable – quantify or at least suggest an indicator of progress.

·         A-Assignable – specify who will do it.

·         R-Realistic – state what results can realistically be achieved, given available resources.

·         T-Time-related – specify when the result(s) can be achieved.

Point out  of goals and justification of marketing campaign activities must be  Specific Measurable Attainable Realistic Time-bound objectives

Online Branding: Internet branding also referred to as online branding. It is a brand management purposes that uses the World Wide Web as a medium for positioning a brand in the marketplace. Website creation and optimization, social media, blogs, online press releases, and video marketing are all methods used for online branding purposes. The ultimate goal of any form of marketing is the establishment of own BRAND.  The main purpose of Online Branding is identifying target audience, development of brand message and measure online engagement. For Online Branding we have to emphasize on Social Media platform and Social Media Marketplace. Online branding also involves social media interaction and integration. Display and content networks used with repetition are one method of integrating a brand with social media. Behavioral targeting, re-messaging, and site-specific targeting are used as a way to keep a brand in front of a target audience. Branding through social media involves sharing knowledge about the brand and continuously interacting with customers. Using sites like Twitter, Facebook, LinkedIn, and YouTube to share knowledge about a brand is a popular form of online branding through social media.

Consumer Online Purchase Journey : Consumer Online Purchase Journey discuss on the moment of consumers when  they realize the need of a particular product or service up to the moment of purchase and furthermore to the point where the consumers leaves a product review categorized as moments of truth.

Digital Maturity Models : This chapter focus on adopting digital technology. We’ve developed a digital maturity model to show how different companies are reacting to technological opportunity.

Digital maturity combines two separate but related things. One is digital intensity, the level of investment in technology-enabled initiatives meant to change how the company operates. The other is transformation management intensity, the level of investment in the leadership capabilities needed to create digital transformation within an organization.  Transformation intensity consists of the vision to shape a new future, governance and engagement to steer the course and IT/business relationships to implement technology-based change.

There are five levels in Digital Maturity Models that is Level0, level1, level2, level3, level4

Level0- No engagement of web or Social media.

Level1- Presence on web but no provide services.

Level2- Company presence on web some service provide digitally and some services provide traditionally. This is two way communication.

Level3- Company fully Digital. Company connects with digital activities.

Level4: Completely digital. Company use of visionary co-product and co-design. Company base on digital technology.

Conclusions: In this chapter we understand about strategic planning, SWOT analysis Developing SMART objectives for strategy, Digital Business Maturity Model, The consumer journey to online purchase, core concepts of digital and social media marketing, online branding, SEO and Digital Economy.