Integrated Marketing Operations for Digital Media-myassignmenthelp

Question: Discuss about theIntegrated Marketing Operations for Digital Media. Answer: Introduction Use of social media, internet, mobile devises and other forms of digital communication has highly increased. The most affected are the young generation, who spend part or whole of their time online either through use of phone or by use of internet in computers. People engage in digital and social media for many reasons like consumers are able to get information about certain products being sold and their prices and others buy them and share their experiences elsewhere either through social media. Digital marketing has greatly increased as marketers have opted for this platform to market their products (Ryan Jones, 2012). There are certain themes that emerge through consumer research on digital and social media and they include; Advertising is a major form of marketing and it shows how consumers behave and respond to various digital advertisements. Consumers react differently on this forums and personal websites advertisements are highly preferred when dealing with personal information (Jemann Burbary, 2013). Consumer digital culture is the digital environments where consumers are found. It involves ways in which consumer introduces themselves and their concepts into digital environment. Blogging has created a high effect and build high audience as consumers flood the forum to check on available products. Use of mobile device by consumers especially in online shopping is so important. In In-store shopping, consumers are highly attracted to mobile offers in store and they are forced to do impulse buying. Online word of mouth and reviews can be online or offline. Consumers at times find good to do offline word of mouth than online because of its high perceived risk. Reference: Ryan, D., Jones, C. (2012).Understanding digital marketing: Marketing strategies for engaging the digital generation. Philadelphia, PA: Kogan Page. Jeman C., Burbary, K. (2013).Digital marketing analytics: Making sense of in a digital word. Indianapolis, Indiana: QUE. Communication Communication in marketing involves use of messages and other related mediate to convey information with a market. It is also known as promotion which is part of marketing mix and it helps a company reach its target audience through different forms of communication (Egan, 2007). Technology and use of internet has made a great change in which interaction and communication is done world-wide. Branding has also become the major strategy for most companies; this is because building a strong brand helps in increasing the effectiveness of marketing communication and by so doing, consumers will be more willing to attend forums on communications of a brand. Marketing communication is seen as the voice of the company and its brands and it is a way in which a relationship can be build with the company and even among consumers. It comprises of eight modes of communication, four being mass media modes and the others personal modes and they include; advertising, promotion, events and past experiences, public relation and publicity, direct marketing, interactive marketing, word-of mouth marketing and personal selling. Marketing communication shows consumers about certain products, its use, who sells, where and when it is sold and through this consumers get to know about a product and the company manufacturing it. Communication allows the company to link its products/brands to different markets. Despite good communication roles, there is tough environment of communication because of change of media environment due to introduction of technology which has eroded mass media use and I this new media environment, the consumer is the in control. Reference: Egan, J. (2007).Marketing communications. London: Thomson. Top of Form Koekemoer, L., Bird, S. (2004).Marketing communications. Lansdowne, South Africa: Juta Academic.Bottom of Form Smit, L. (2007).Marketing communication. Cape Town: Pearson Education South Africa. Consumer Behavior This is best described as the study of how people make decisions about the products and services to purchase depending on their needs (Noel, 2009). Online shopping has greatly increased as well as its sales growth; this is because of entry of new brands in the market innovated using the web technology hence increase in consumer experiences. Because of this, online marketers have looked into the consumer behavior in this environment and builded trust on the consumers hence improves the number of purchases done online. This trust comes by because of the consumers experience which has also aided in improving awareness of the products, hence full satisfaction. Experience has helped customers have high knowledge of various areas including decision making and the use of products (Wright, 2006). Consumer behavior has helped in different ways which include making marketing campaigns better, This is achieved by understanding what products the consumers are more interested and ensuring that they are available as required, ensuring that the initial customers are maintained because they help in spreading the experiences to other new and potential customers. There are factors that affect consumer behavior in marketing and they include; psychological factors whereby each an individual responds differently to marketing message depending on their point of view and attitudes, thus this should be considered to ensure marketing is appealing. The other factor is about personality, people have different characteristics on how they handle things and this depends on age, gender, culture and background. Marketing should therefore know the target audience so as to get good reception. Reference: East, R., Wright, M., Vanhuele, M. (2008).Consumer behavior: Applications in marketing. Wright, R. (2006).Consumer behavior. London: Thompson Learning. Noel, H. (2009).Consumer behavior. Lausanne, Switzerland: AVA Academia. Ethics and advertising Ethics are moral principles and values that govern decisions of a person or group. In advertising therefore it describes defined guidelines that guide ways of communication that takes place between a seller and buyer. Ethical describes rightful thing, therefore when advertising a product, it should be the right one, with the correct components, and with the correct price which doesnt exploit consumers and by so doing you increase the market (Blocher, 2008). Ethics in advertising is related to purpose and nature of advertising, a product advertised in an way to prove the benefit and by so doing you attract customers (Murphy, 2005), a company can advertise a product in a exaggerative manner for the purpose of informing about quality hence attract market. Ethics depends on what people believe; this happens when customers are made to believe a certain product and are finally linked buy it, for example lottery games. Therefore for a company who wishes to improve on their brands and maintain relationships with the customers, they should practice ethical marketing so that customers will not feel cheated and therefore get attracted to buy the products knowing that the company produces good quality products. A company should practice ethical marketing when they are advertising their products because it is economical and effective, and for it to increase profits the company should revise their existing markets. Ethical marketing should be done in a right procedure by analyzing the company well, looking at the existing and the potential customers, and the market where it does its operations. By so doing, whatever result from the analysis will determine the kind of advertising to perform in an ethical so as to improve performance and hence profit making. Reference: Blocher, H. (2008).Advertising Ethics - An Oxymoron?. Munich: GRIN Verlag GmbH. Carrigan, M., Marinova, S. T., Szmigin, I. (2005).Ethics and international marketing: Research background and challenges. Bradford, England: Emerald Group Pub. Murphy, P. E. (2005).Ethical marketing. Upper Saddle River, NJ [u.a.: Prentice-Hall.