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Final Essay

1238 Words5 Pages

Understanding each of the earlier introduced marketing communication channels is the key to use them effectively. Therefore, they will be analysed by identifying the benefits and challenges. 4.1 An Evaluation of Digital Marketing Strategies focusing on Awareness Creation 4.1.1 Website It is important to understand that the website is the hub of a company in the digital market. They can reflect their brand image and values effectively. In this uncertain and fast-evolving digital environment, the website is the only channel a company have the complete control over. They can decide on the design layout, structure, content, simple everything that is related to build a website in order to deliver a unique brand experience (Ryan, 2014, p. 44). …show more content…

Although social media charges no costs in creating an account on any network site, it is very time- intensive, requires much effort and patience. Building relationships online takes time and just because of having a blog or Facebook fan site is not automatically link with hundreds of followers (Dietrich et al., 2012, p. 129). Another benefit is the choice of various channels that enable to serve as a real-time market research that is very cost saving for OSUs (Ryan, 2014, p. 155). Social media platforms are mainly use by people to socialize. But they also ask questions or give feedback about the brand or its products. The option to give an instant and thoroughly answer or communicate with a customer will enhance trust building and the reputation of a company, especially in case of negative PR. Otherwise the prospect will feel less relevant and increase the risk to get negative feedback that will spread quickly (Gray, 2014, pp. 120, 123). Indeed, social media offers a great opportunity to engage with customers and increase brand awareness through brand advocates. It could be challenging, however, to create a balance between promote the brand and socialize. The important issue to keep in mind is to act social because people are online to interact and share content with friends, family and like- minded people. They are not interested in a brands invasive sales message (Ryan, 2014, p.

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