Marketer Model For Communication Industries â€Myassignmenthelp.Com

Question: Discuss About The Marketer Model For Communication Industries? Answer: Introducation Internet has changed the way the world works in todays time. With the advent of modern technologies and continuous growth and encouragement given to innovation of technology companies can reach the end customers in just a click. One of the latest trends of the decade is the social media. These are platforms used with the help of internet to connect and communicate with people who are geographically located away from the sender of the message. Social media has also made mass communication easy a person can post a massage on the portal and that can be viewed and given feedback by many receivers. Digital marketing is referred to all the forms of marketing strategies that is adopted by a business organization online. Digital medium such as Google search, social media, email, and their websites are used as a tool to communicate between the organization and the end customer (Ryan 2016). People now have access to data and information at any point of time and place with the help of internet. With the help of several modern mobile devices like Smartphone and tablets this facility is even easier and digital marketing is using this facility as benefit for an organization. Digital marketing has made feedback option very easy and quick, this is a significant reason why companies encourage digital media. Posting reviews of a product or service in a blog or the review section of any e-commerce website is like an instant feedback for the company. Digital marketing helps a company build a personal relationship with the customers and helps them develop a better understanding of the customer expectation and grievances. McDonalds is a fan favorite it is now an icon. McDonalds is a large multination company that has a large number of stores and franchise (Chaffey et al. 2013). However, the company has faced a lot of criticism and negative publicity over the years regarding several aspects of the products and services they offer and also on the management. But the company has dealt will all the negativity only to grow and keep expanding (Leeflang et al. 2014). McDonalds is a dynamic organization that has changed with the requirement and the advances of the target customers. The customers of the brand are a diverse population that enjoys the food that the franchise has to offer along with the company. The current situation of the company is that the profits of the company have been experiencing a downfall and it is difficult for McDonalds to meet the expectations of the stakeholders along with this the sales of the organization has also seen a steep fall, at this point the organization has opted to launch an ambitious and somewhat risky marketing campaign centered on what exactly is in the food it offers consumers. McDonalds has been focusing on changing the fundamental mind set or notion of people for the past few years. The marketing strategies that are adopted by the company have changed course on exposing myths that is associate with food, as well as pushing a message of quality. One of the examples of a very trending digital campaign of McDonalds is the promotional strategy of the new Bacon Clubhouse burger, McDonalds partnered with popular NBA star LeBron James and other famous sports personalities in order to makes a Snapchat video story of just 30 seconds. Snapchat is a popular social media application among the youth and this strategy is perfect for introducing new products into the line. This is a successful strategy but the rate of success is not as much as was expected by the company. The duration of these snap stories are for a limited period of time and there are people who can easily miss the story. Again only the people who follow these celebrities can view the snap stories and the rest cannot even if they are a regular user of the application. You may have noticed the brands recent TV commercials, which feature a large McDonalds kiosk on a sidewalk encouraging pedestrians to ask questions about the restaurants food (Leeflang et al. 2014). Experts say that the companies understanding of the digital marketing sector is wrong and the information and reach of the internet is still new to the company. For example, the content in their website deals with the products the brand and the ingredients that is used by the company in the products that they offer, but the information is not insightful does not have a point of reference and is almost vague for the people. Our Food, Your Questions is another digital campaign that did not receive success because the strategy did not have transparency in the campaign and it from a lack of honesty and self-awareness (Royle and Laing 2014). McDonalds fails to communicate with the end customers and continues to invest a lot of money in the traditional form of marketing like billboards and television advertising and statistics show that there is a falling trend in the effectiveness of traditional forms in compared to digital marketing trends. The twitter #McDstories proved as a disaster fo r the company garnering a lot of negative comment and bad publicity form the twitteraties. With a series of hash tag camping started by the company this is one that backfired the motives of the brand tremendously. People started sharing their worst experiences with the company rather than the good ones and some of the experiences shared were very controversial and had a negative impact on the image of the company (Chaffey et al. 2013). Facebook is one of the most popular and used social media platforms and the reach of Facebook is wide spread and diverse. One of the digital marketing strategies that can be used by McDonalds is extensive use of Facebook by promoting and sharing some extraordinary positive experiences that employees of MacDonald had while working with the organization. Instagram has gained a lot of popularity lately and people enjoy sharing their photos MacDonald can come up with a photo challenge with the #McPic offering people with best clicks in real time discounts or free meal option. But this would be applicable for people who are visiting the store for meal. Another social media platform that is very popular among the youth and the target market of McDonalds is YouTube. YouTube in todays time has a large influence on the buying trends of consumers acting as an influence factor in the buying behavior of the target market of a company (Royle and Laing 2014). Starting from Smartphone to other elec tronic good, beauty products and even services are tested by the youtubers and are reviewed. Like beauty products and lifestyle products a new product can be launch and reviewed by popular food vlogger and YouTube personalities to post their honest reviews. McDonalds can collaborate with these people and ask them to post their honest review and implement the changes recommended and again ask these people to talk about it in their other social media platforms (Ryan 2016). Digital marketing is a new and improved method of marketing, which if implemented correctly has a significant impact in communicating the right message to the right people at the right time. But, companies also have use the platform carefully and responsible keep in mind the sensibility of the message and the impact it will have on the society. Crisis management and contingency plans are a part of the digital marketing strategies companies should plan ahead of the expected outcomes of a campaign and act accordingly because what people think and say on the internet is not under the control of the company hence the contingency plans are a crutial part of any marketing campaign. Reference list: Chaffey, D., Smith, P.R. and Smith, P.R., 2013.eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge. 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. Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries.International Journal of Information Management,34(2), pp.65-73. Ryan, D., 2016.Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.