Importance of Governance and Processes in Digital Marketing
In this globalised world, consumer behaviour is changing every now and then. So, marketing operation of a certain product is important for the sustainable condition of the organisation. This is a kind of business skill that develops as the market is understandable to the management. A need for people, their lust and their positional thinking is the crucial aspect for any of the organisation. They have to think over and over about the promotion of the product and to introduce the product in a better way so that people are getting involved with the product and acquainted with the product closely. In case of evolving consumer behaviour, proper marketing operation is needed. Skilled people, supportive technologies and efficient processes are the most attracting ways to getting involved with the customers. The operation process is improving and the marketing effectiveness along with investments is concerned with company’s budget and revenue generation process. In a survey, a data has evolved 82% of companies have not had any specific content strategy (Ryan 2016). The relationship with a consumer is then based on the demand of the consumer and the aspired service for that. Digital media is one of the strongest modes of promotion in these days. The excellence in business and new opportunities will come through this process. The establishment of functional progression and managing new processes are the concerning aspect of the connection between company and consumer.
Digital marketing operation involves the application of capabilities, processes, structures, and effective technologies to get low-cost effectiveness are the main aspect of the digital marketing process. The speed and ability of successful completion of the work is the better responsiveness in marketplace. Adding technological platform is the key aspect of the business and they have to understand the challenges that business can confront in several times for the lack of promotion. The use of digital media, in that case, is the best way to coordinate with people and delivers every promotion in a fresh and new way.
In this paper, Vodafone digital marketing use and their market venture is the key aspect of concern. The digital marketing operation of the company and the specific strategies have taken by the company is the key issue of their marketing strategy. The additional supports in case of digital marketing have come from different sections but the use and consequences are directing towards the promotional and innovative way of presenting to consumers.
Customer Experience
Digital marketing operation is the key challenge for all organisations, which influence their business opportunities and for the global arena. The strategies, technologies and data analysis are the concerning aspects of this. In that case, there are five components of the digital marketing process and the operation process, companies are formulating their business.
Figure 1: The Big Five digital marketing operation
(Source: Created by Author)
In that case, all the five sections are important and relevant for the development of digital marketing operation in business. The core process comprises of governance and process and that consist of new technologies approval, sharing the data across the business and the managing the internal and external capabilities of the business (Jayaram, Manrai and Manrai 2015). The process of governance and their support for the company is important and relevant for the successful implementation in business. In case of Vodafone, government initiations and approval of business in other nations or for the market penetration cases, government initiation are important, healthy policies and legislation are important in that case to manage the business opportunities in all over the countries (Digitalmarketinginstitute.com 2018).
Customer experience is another aspect of digital marketing case, as in this globalised section customer are associated with all new technologies and opportunities to the brand ability and perceptions need to be changed in an effective way to meet the expectation of customers and deliver the best technologies for the development of an organisation (Egol, Peterson and Stroh 2014). The ability of brand management is present in Vodafone and that is the reason digital marketing is needed in a proper way for the establishment of their branding. The two-way flow of information in modern marketing is the key issue of operation, and in this process customer’s feedback and feedback is the key factor that company can analyse for the development of their product structure (Vodafone.com 2015).
Track and analyse customer behaviour is the main concern of digital marketing. The need of customer in an innovative way and deliver the thing is the concerning aspect of this process. That is the ultimate thing that makes the decision quickly and helps customers to move towards the product (Boateng 2016). The insight feeling of customers and their choice is the main concern that is important in this section. Vodafone has some specialisation in this segmented and they have their target market also for allocating their business.
Tracking and Analyzing Customer Behavior
The three values of Vodafone like speed, simplicity and trust is the concerned way that delivers the correct thinking in business and they can evaluate their position in the market (Vodafone.com 2015). They try to connect all the people and build today network and make access for future. The diversity and challenges are concerned as the key performance indicator for them. On this process, four factors are inter-related like customers, growth, marketing ROI, and process are the sections that influence the business of Vodafone also. Through the KPI decision, companies are getting 3X better revenue growth has recorded.
Theoretical decision making is the concern approach that depends on the consumer behaviour. The consumers have to spend money for their longings and for that reason sectional and limited sources are important to understand the process of business. In that case, some of the conceptual frameworks of consumer behaviour are important and vision of decision-making reality is the concerning aspect of that. Some of the factors are affecting the situation in case of consumer decision-making situation (Boateng 2016).
Figure 2: Factors affecting consumer decision making
(Source: Created by Author)
Digital programming is important for the better marketing standard in the nation. The possible situations that can come in this section are determining the aspect of better marketing approach. Vodafone digital marketing program is breaking the barriers between marketing and procurement. The revamp positioning of power nature is the quick access process for Vodafone. Connectivity process flow and journey into the process of diversity is the best policy for the company (McGloin and Eslami 2015). There is some fake news also come in case of promoting in digital media, thus a particular model is used by the companies for the successful implementation of this. AIDA model is the best-optimised model of this situation.
Figure 3: AIDA Model
(Source: Ryan 2016)
The model consists of four stages of Awareness for attention. The promotional strategy like the network will be there wherever the customer will go, or the follow up the network process all these strategies are creating awareness and consumer love to have the system with them. Maintain interest in another aspect the next step that delivers the best possible branding advertisement to state their marketing (Singla and Apoorv 2015). Then creating desire is the best case for the organisational development and in that case, people are looked-for better options and then new innovation is coming from Vodafone and that makes more sense to mitigate customers’ desire by having those products for customers. The last section is active and the process needs planning for the entire segment, a general state of marketing actions are required. The adding up with the model of AIDA is a factor called satisfaction and the customers’ satisfaction is the concern idea that can change entire scenario of the market (Jur?i? And jur?i? 2016). In case of effective use of that some better business process, the company can use better marketing strategy as well for the long-term business run. Some of the digital ethnography and data contract points are important in that case. Some other important aspects of the digital marketing are:
- There are some models that inter-related with other in digital marketing aspect.
- Market segmentation is important for marketing and management.
- Key attributes from listening are the concerning aspect of the organisation (Elden, Cakir and Bakir 2016).
- Chart out of presence in their online processes.
- Track interaction process with all media channels.
Digital Programming
DMAIC model is another digital marketing model and the model sectionalises the five aspects of improving the process cycle for the organisation. This is the data-driven improvement cycle is the process that has steps like Define, Measure, Analyse, Improve, and Control (Rawal 2013). All these steps are important for the digital marketing and through the process; all the possible goal and potential of the company are fulfilled.
Costs of manufacture have no direct manner on sale cost, as it is exclusively based on customer demand. This is frequently referred to as ‘what the marketplace will bear’. In the extended run, sellers will enter a scrupulous market when prices are superior to production outlay and leave when construction costs start to surpass market value. This causes a self-motivated shift in the volume of the meticulous good available, and thus adjusts the equilibrium between supply and demand (Chakrabortty, Biswas and Ahmed 2013). This is the demand of people to have the process of consumer behaviour in this way. The demand is aligned with the usefulness of the products and their additional contraction that have faced a severe controlling process in a market. Consumer behaviour is the concerning aspect of that and values that come from the actions are the key findings that perceived from the different model in case of customer behavioral perspective.
The Theory of Reasoned Action (TRA) is the concerned process of formulated behavior and the feedback from the planned theory that is expected from customers. The model is a controlled process of voluntary behaviour and this action planning is needed for the sustainability of the model (Puschita et al, 2014).
Figure 4: Theory of Reasoned Action
(Source: Created by Author)
The model was based on the acceptability of information system and two main factors are there like Perceived usefulness and a Perceived case of use. For the improvement of the performance and for the believed in the used system the process is effortless. In case of better technological amendments, the model is relative and 4S Web-Marketing mix model is the also used here. The web marketing mix consists of Scope, Site, Synergy and System.
|
Scope |
Site |
Synergy |
System |
|
The scope of the process is based on the strategic analysis and the market forecast. There are some potential factors in the scope and all the behavioural change is being defined by the web-based activities in the internal and external process of planning. |
The customer-oriented questions are important in that case. In most of the cases, some of the questions are coming from an audience perspective and this will be a huge feedback aspect that comes from the site and customers intention and attraction is highlighting the fact also (Shaikh 2016). |
In case of front office integration, physical marketing of strategy and marketing activities are important. In the front office or in back office integration the process of organization process will be different and that assists the commercial legacy system, third-party comment or logistic to encourage the process. |
The advancement of technology and use of technical requirement is the concerned way that needed and delivered by the organization. In most of the cases, website information and hosting decisions are analyzing the performance management (Vodafone.com 2015). Though the site investment policy and other policies are may not support the process for the longer time thus system management and technical aspects are may not match every time but the framework of management will be constant in every case in digital management. |
Table 1: The 4S framework of Digital web-marketing
(Source: Lucassen and Jansen 2014)
Different foundations can be used to encourage services and products like SMS, search engines, email, websites, social media and mobile devices. The digital nature of this marketing process creates it a lucrative means of encouraging one’s proficient. There are two types of digital marketing and like pull marketing, which objectives to inspire customers to originate by visiting the business or edifice a call to achievement (Vodafone.com 2008). Some of the mutual examples of pull digital marketing are websites and other internet-based mediums. The main job of pull marketing is inbound marketing. Push digital marketing is another form of marketing. It pushes the marketing information straight to the customers (Vodafone.com 2015). Widespread examples consist of SMS, email and RSS that target the consumer with a modified message. An outbound process is the main responsibility of this marketing and that is the reason push marketing is called as outbound marketing.
Digital Marketing Models
In case of Vodafone, the marketing activities are quite segmented that help the entire process of business (Vodafone.com 2008). Some of the activities are quite common that the organization has to do for the development of their marketing structure and this is the reason all the supply related works and managerial aspects are properly done.
- Licensing is one of the key activities that have to finalise by the company.
- Networking and connect all the customers to enable better data service system is also important.
- Supply chain management and IT services are the key concern of bulk global supplies and manage marketing and service development.
- The emphasis on research and development over the digital marketing aspects is proceeding on and that deliver better opportunities for business development (Mihalcea 2017).
- Direct distribution through retail and telephonic-sales and indirect distribution through third party service providers, IT resellers; MBVOs is the distribution of brand that delivers more opportunity for business (com 2015). The products introduced for customers are handsets and Vodafone mobile connects for the business purposes.
- The digital marketing is associated with the with a fixed broadband network in computers, television and private corporate network through offices and corporate places where promotional activities are going on and in mobile advertisement also in 3G or 4G networking system.
- The company attracts new people through their strong differentiation competitiveness and no such telecommunication companies have this potentiality to do the work. The amalgamation of Purpose and People makes a new term of ‘PURPLE’. The strategy comprises of inspiring people, make a common platform to organize people, consolidate some programs to energize people (com 2015).
The digital marketing consists of the brand image of the company and that deliver the tagline of Vodafone “Power to You”. Now this power is coming from the use of the catalyst to make some positive changes and enabling all the stakeholders to contribute the process (Vodafone.com 2015). The power also involves the world innovation and perspective of raises that makes more sense in business and that is a reason most of the processes are continued in form of better market distribution. Lastly, the power consists of inclusive participatory programs and improves the horizon of Vodafone for the better market acceleration.
Digital marketing strategy needs to be improved for the sustainable development of the organisation. Telecommunication companies’ strategy is to reach all the people at their target market and that is the reason most of the strategic build-up is centred on this.
Demographic information and segment the marketplace by the use of customer preference is the key aspect of Vodafone and they have to introduce the process for the development of their business (Careers.vodafone.co.uk 2018). As per the age, location, income and job position of the people they have introduced different schemes also. That is the reason most of the customer based are banking on demographic positioning.
The company needs some Psychographic information regarding customers to formulate the goals, challenge and priorities of the organisation. People nature, taste and priorities depend on the products and that will make better chances for the organisation.
Owned media and earned media are the effective facilities that company will consider for their effective use in digital marketing and that will change the market analysis and provide the extra bit of acceleration in marketing (Ivanov 2012).
Promotional channels are important for the management and with the promotional channelling, better marketing can be executed and that is the major concern for the organisation like this. The planning of execution in the market and promotional importance is the major aspect that can create a positive note for the organisation also.
Conclusion
Therefore, the process of digital marketing is the core organisational process for spreading up the product or service to connect with customers in an effective way. The producing material and production abilities along with the brand name of the product is the key concern of that market and in that case use of social, print and digital media are important. Digital marketing signifies to the promotional hard work applied to endorse products and brands via electronic media. It enables organizations to investigate their advertising campaigns to shape out what is functioning positively and what’s not. Businesses influence the power of digital channels like social media, Google search, email, as well as their websites for linking with existing and prospective consumers. The major reason behind this is the consumer behaviour and for this changing behaviour, it will be justified for all the companies to targeting their customers. Successful marketing involves linking with the customers at the accurate time and in the exact place. So, the best movement toward to target latent customers is to admittance them where they are expenses maximum instant that is on the internet. In simpler conditions, Digital marketing signifies to any form of digital marketing. It involves approaches such as inbound promotion to tempt, exchange, and enchantment online consumers.
References
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