Mkt 205 Digital Marketing
Essay by Chung Yumi • February 12, 2017 • Essay • 2,840 Words (12 Pages) • 1,338 Views
Module Title: 205MKT Digital Marketing
Assignment Title: Course Work / Individual Report
Submission Date: 7th February 2017
Module Leader: Ms. Tan Wei Lin Linda
[pic 1]_________________________________________________________________
Student Name: Chung Hooi Feng
Student ID: 7363652
G1575341U
Campus: PSB Academy, Singapore
(2200 words)
Table of Contents
Executive Summary 3
Introduction 4
Difference between Traditional Marketing and Digital Marketing 5
Impact and Changes of Digital Marketing to the Organisation 6
Topshop’s History 7
Topshop’s Digital Marketing 8
Recommendation 11
Conclusion 12
References 13
Executive Summary
Marketing is a vital approach for companies and it comprises several effective tools. Traditional marketing has been practiced for few years and currently advanced technology and digital has brought new traditions of performing companies’ business that impact heavily to the organization.
The objective of this study is to compare traditional marketing and digital marketing by showing the dissimilarities of characteristics between them in order to discover which marketing approach is much effective. A chosen company that has practiced from traditional marketing until transformation into digital marketing with retail store in the fashion industry has been analysed. The impact toward the organisation are identified to better understand which marketing method can achieve company’s business goal and growth sales with better relationships with consumers in the market.
Introduction
Historically, the best and essential approach of branding and growing sales is marketing the product to consumers. In the past, traditional marketing methods, for instance radio, TV commercial, billboards, ads in magazines or newspaper and business cards. Nowadays, most practices are changing toward digital marketing for various causes. Digital marketing focuses on using banner advertisements, website and also social networks. Both target to accomplish the same objectives which are attracting consumers, building a brand image, and sticking its claws in the market. Inappropriately, there are many individuals who are investing more in digital marketing practices and leaving traditional marketing approaches behind. However, the most effective and useful technique of marketing is combined using of digital and traditional marketing methods rather than just practicing any of its own. Hence, to further understand about digital and traditional marketing, break them down and analyse based on certain aspects (Meloche, 2014).
Difference between Traditional Marketing and Digital Marketing
TRADITIONAL MARKETING | Differences | DIGITAL MARKETING |
Unidirectional (one to many) Organization (active) provides information, customers (passive) only hear. | Way of exchanging information | Multidirectional (many to many) Both organization and customers (both active) exchange and hear to information. |
Well-planned out, with the campaign covering a long period of time and then a precise schedule. | Scheduling | Unplanned and undetailed campaigns as it is edited based on feedback. |
Only well deliberated & revised message among organization and customers (through letter, email or phone). Unpublished discussion point. | Communication with customers | Immediate and public responses to comments, everyone can speak and associate into a discussion. |
During operational time only (8/5). | Availability | Durable continuous reacting to comments and request of customer. Replies likely within max 24h. |
Targeted audience will be very specific and targeted. | Scope | Largely available to the public as a whole. |
Same continuous campaigns, legal position assured. | Affluence of practising | Change repeatedly with advanced technical needs and inventive marketing ideas, legal position not assured |
marketing goings-on managed generally by customer protection and competitors | Supervision | marketing goings-on managed in control of customer protection, competitors, operators and users of platform |
Formal and legally ‘safe’ of ready-made full sentences | Language | Genuine, straightforward non-prepared sentences but personal responses and short answers |
Department of marketing, public relations, sales and external agencies | People involved | Department of new media marketing social media, each workers and user, management |
(KARR, 2013)
It’s clear that there are advantages and disadvantages of both marketing approaches but focus on the same objectives. Outcomes on traditional marketing approach can’t simply be measured. Survey and findings have to be conducted to interpret the outcomes. However, in digital marketing, the outcomes and data are documented effortlessly. Marketers could check whether the strategy is functioned or not via Google Analytics in order to reform better marketing strategies.
Impact and Changes of Digital Marketing to the Organisation
Practicing of digital delivers a 15% to 25% improvement in effectiveness of marketing included consumer-engagement metrics and return on investment. Nevertheless, there are many level of enhancement are achieved such as:
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