Digital Marketing for Content Marketing -myassignmenthelp.com

Question: Write about theDigital Marketing and Communicationfor Content Marketing. Answer: Introduction Digital marketing refers to an umbrella term for marketing of the products and the services using the digital technologies that are found mainly on the internet, mobile phones, display advertising and other digital mediums. The various digital marketing techniques include search engine optimization, search engine marketing, content marketing, and influencer marketing campaign marketing, e-mail direct marketing, e-books and many more. Digital Marketing enhances the engagement of the digital marketing customers and allows them to interact with the brand with the help of servicing and delivery of the digital media (Armstrong et al. 2015). The users who have the access to the internet can use the digital mediums such as Facebook, YouTube, Forums and Emails. The Aston Club Pty. Ltd is the company that builds up and designs the mobile application software (console.astonclub.com.au. 2017). This application makes it easier for the consumers and the customers to pay out their bills regarding the food and the beverages. The respective Company was established in Cremorne in Australia in the year 2013. The audit shows the different digital marketing tools and platforms that can be used. The digital marketing platforms that are stated are the use of the social media, websites and e-mail marketing. The Aston Club employs a variety of digital marketing proposals for the purpose of consumer commitment. The company is runs a highly incorporated digital marketing campaign where all proposals work in close partnership rather than as silos. The organization ensured that it recognized channels that were driving business impact and performance. Then it uses cross-channel attribution modelling and technology to recognize the impact of each channel on one another (Chaffey, Smith and Smith 2013). Discussion The discussion comprises of the marketing tools and platforms used by the Aston Club. The report elaborates on the digital marketing tools that have been used by this company to meet its needs. The advantages and the disadvantages of using these tools have also been discussed. Digital Marketing Platform/Tool #1: The first digital marketing tool that has been chosen is the social media platform. The social medium platform that has been applied to the company helps to amplify the services that are being provided to them. This is also used to attract customers through the social media. The Company uses this platform to continue the engagement with the existing customers and the new customers (Chaffey and Ellis-Chadwick 2012). History of the platform/Tool The digital marketing tool to be used is the social media that is Facebook. Facebook is a for-profit corporation in America and an online social and social marketing service based in California. Mark Zuckerberg launched it on the 4th of February 2004. A large variety of desktops, laptops, tablet computers and smart phones can access Facebook over the internet and mobile networks (Hays, Page and Buhalis 2013). Business objective that will be fulfilled The registration to the platform allows the user to create a user profile indicating their name and other details. To market the business of Aston club on Facebook one needs to understand the unique opportunities and the difference from the other media. The marketing on Facebook should be different from the marketing on radio or television. Facebook should not be used as a hard sell. Facebook is a space to have social fun where individuals chat with their friends, check out photographs and videos and use it as a medium for relaxation. Implementation of the platform/tool The Aston club needs to use this digital marketing tool as a means to attract people and engage them in conversations about the Company. The Company should become a part of the neighbourhood rather than being a production stranger who tries to sell their service forcefully (Ryan 2016). The hard sell tactics that are to be used are the advertising slogans, updating posts regularly about the services that Aston club provides the customers with and the provision of the features of the application software that the Company has launched that will be isolated from any other related conversation (Scott 2015). There should be creation of a post every morning featuring the special for the day using a coupon code so that the sale can be easily tracked to Facebook. The posting of a daily photograph that features a faithful customer who is using the application software. The encouraging and engagement of the users to post their own photos while availing the service of the company at restaurants and cafes. Unlike the traditional media like the magazines and the television or other online media platforms the social media is assembled around frequent updates. There should be posts by the Company regularly. The users on Facebook check their page at least once a day. Hence, the need arises that the Company regularly posts new materials on their page. The main agenda is to post whenever the company has any interesting content and also to judge how often the audience wants to hear from the Company. The Company should encourage the users on Facebook users to respond to the posts by the Company that is the Aston Club. The users should post their own comments about the Company or a topic that is of interest to both the Company and the customer. Pictures and videos are the main elements of the appeal of Facebook (Hansson, Wrangmo and Solberg Silen 2013). The followers of the page of the Company on Facebook should appealed by the page and feel entertained and engaged. There should be games, surveys, contests and offers. Measuring Success According to recent research, it is seen that discounts and giveaways are the most popular reason for the consumer to follow a Facebook page of a certain business. Facebook may also be used as a device for the distribution of the customer surveys but the surveys should be short in nature. There should be provision of a survey link that the users can click on, ignore or share with their friends (Mariani, Di Felice and Mura 2016). There are the click through rates on Facebook that are for the general display advertisements. The fans of the business are also calculated through the click through rate. The total number of clicks on a particular post is divided by the number of fans who would have seen the post (a number that is adjusted to take into consideration that not each fan is online on Facebook all day) helps to calculate the number of fans a brand has. The nurturing of the relationship with the other Facebook users will take time and hence patience is required. The new users shou ld be engaged in sincere conversations by providing them with useful content and developing rewards for the loyal customers to enable fostering of positive relationship. The Company should promote its page on Facebook so that the social media works along with the traditional marketing methods. The Facebook address should be provided on the letterhead of the company, the business card and the website, in store, in the advertisements and in the email signature. The Facebook insights can enable the company to know about the people who are choosing to like the page of the Aston Club (Belch et al. 2014). After this, the posts and offers can be tailored to meet the needs and interests of the consumers. Digital Marketing Platform/Tool #2: The second digital marketing tool that has been chosen is mobile marketing. This strategy includes the usage and the development of a QR code. History of the platform/Tool The QR codes are 2D matrix barcodes also referred to as the Quick Response Codes (Cata, Patel and Sakaguchi 2013). These are similar to the standard bar codes that appear on the all the products but the QR codes have more information stored in them than the traditional barcodes. The Aston Club Pty. Ltd is a company that expands and designs the mobile application software. This function makes it easier for the consumers and the customers to pay out their statements regarding the food and the beverages. The QR code works by merely scanning the code with the mobile that has a camera and a QR reader application. Business objective that will be fulfilled These applications are downloaded free on the smart phone platforms. After the code has been scanned, it is translated into actionable information. The codes have to be integrated in conference displays, event displays, print advertisements, business card, brochures, posters, mailers and flyers of the Company. The code is user convenient and environmental friendly in nature. The QR codes cost nothing to produce and their use is only limited by the marketing strategy of the Company. Implementation of the platform/tool The mobile marketing is the multi-channel online marketing device that helps to reach a definite audience on their smart phone, tablets and other related devices through the websites. The marketers of the Aston Club should aim to optimize the visibility of the application in a store that will maximize the number of the downloads. This practice is called as the App Store optimization. The high quality of the mobile app development is essential to obtain the strong position in the mobile app store (Persaud and Azhar 2012). Measuring Success The company can also offer location based services to send customized advertising and other information to the customers. The cell phone network service provider will get the location from the GPS chip built in the phone and the trilateration based on the strength of the signal of the closest cell phone towers. Mobile Marketing uses several tools to increase trade. SMS marketing is a powerful mobile marketing tool that is often overlooked. The SMS marketing messages are read quickly and are guaranteed to reach the addressees that has agreed to receive them (Strm, Vendel and Bredican, J., 2014). Recommendations The creation of the content that produces enough traffic and quality content as over the demand of the consumer is necessary. The first digital marketing tool that is chosen is the social media platform. The social media platform that is applied to the company helps to amplify the services that are being provided to them (Tiago and Verssimo 2014). This is also used to attract customers through the social media. The Company uses this platform to continue the engagement with the existing customers and the new customers. The digital marketing tool to be used is the social media that is Facebook (Kaur 2016). The second digital marketing tool that has been chosen is mobile marketing. This strategy includes the usage and the development of a QR code. The QR codes are 2D matrix barcodes also referred to as the Quick Response Codes. This application makes it easier for the consumers and the customers to pay out their bills regarding the food and the beverages. Conclusion Thereby, the Aston Club is the new mobile phone payments application that changes the way people are thinking. It is regarded as the quickest, simplest and the safest way to pay the bar tabs and the restaurant bills. The application allows the choosing of a venue by the customers, opening of a tab, setting a limit, ordering as usual and closing it. All these actions can be performed from the phone of an individual. The Aston club is a POS-integrated digital payment and loyalty platform allows the earning of exclusive awards. The Aston Club employs a range of digital marketing platforms for the purpose of engagement of the consumer. The company is running a high integrated digital marketing campaign where all platforms are working in close partnership rather than as silos. The business ensured that it recognized channels that were driving business impact and presentation. Then it used the cross-channel attribution modelling and expertise to recognize the impact of each channel on one another. The purpose of this report has been served to develop an understanding of two digital marketing tools and platforms that are most commonly found in todays business environment. The report discusses on the marketing tools and platforms that the company chosen here that is the Aston Club. 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