Digital Marketing Final Essay Help

The ever evolving digital age has its fair share of advantages and disadvantages when it comes to utilizing online media for the marketing of products and services. More and more brands are focusing towards online media to advertise their product be it to a specific market or opt for mass marketing. With the inclusion of such mediums, brands are allowed to pursue new promotional approaches that are more cost effective and time efficient. The previous generalities of promoting a product or service were to mass market a product, these traditional ways are slowly becoming obsolete as they do not target the right market and it is inconvenient in terms of acquiring relevant data for future promotions and new product development (Diez, Blanco and Prado, 2019). Keeping in consideration the aforementioned, Kingsnorth (2019) contradicts the usage of online social media tools as it has both its pros and cons that need to be considered by companies of different industries.

Jackson and Ahuja, (2016) had previously mentioned in their research that with the contradictions regarding the previous ways of marketing, social media has taken a modernized approach in terms of targeting the right audience. With the involvement of the right social media tools, analytics can be acquired through buyers and online visitor’s activities on websites and social media pages a brand is present on. It is bound to be beneficial for FMCG products and global brands where messages can be tailored to a country or region’s needs and demands. Additionally, with the involvement of social media, the messages can be tailored and customized, fit for the target audience’s needs so as to attract them and influence their buying power and purchasing decision. Through the same approach, potential customers can also be acquired.

Aslam and Srivastav, (2018) negate that with the marketing and promotional approach leading towards digitization, brands are able to constantly keep changing and adapting to what will work and eradicate what would not. The perceptions, consumer’s behavior patterns along with their buying decision and purchasing power can all be influenced online if the right messages are sent at the right time. Keeping in consideration Fanta’s Relaunch, with its new look and new flavors, they targeted the youth consisting of influencers and celebrities that had an impact on Fanta’s target audience. They systematically catered to a large audience with the inclusion of digital platforms, however it is very important that the right mediums are being used that complement the brand.