Digital Marketing

Résumé du document

Nowadays, companies have to be at the reach all the time for customer satisfaction. Therefore they practise marketing in the way that they can realize good sales of their goods or services and so to secure the loyalty of the customers on a market that is increasingly competitive. The major part of the company is specific on digital marketing. In our present days, this method covers the traditional marketing areas such as direct marketing by providing the same method of communication with an audience but in digital way. Actually, Digital marketing tools are an opportunity for the modern.

This type of marketing includes both benefits and risks. We could wonder in what measure, companies can use the digital marketing to improve their image, their reputation in the order to cope with the hard competition on the market. A use online distributions method to promote products is known as digital marketing. The term digital marketing appears recently in the world of the professionals specialized in marketing and communication.

Extraits

[...] Another ways are the visual aids. British Airways has already used this technique, but nowadays, the company doesn't have a use sufficient of this method. Once more, the airline company has to spend more in this type of ads. For example, posters are designed to be both eye- catching and convey information, as such as billboards. The originality is the better way to emerge in a strong advertising competition. In this way, British Airways has to create ads which are more original if the company wants to improve its image. [...]

[...] The company is used to apply digital marketing. In other words, it has already adopted a strategy digital marketing through different digital medias tools (cf. appendix A). But the company have to adopt a digital marketing strategy more efficient to improve its image. ( Creation of a Facebook account In the way to enhance its reputation, British Airways could create a facebook account. To lead its facebook group, the airline company could launch talking points, like: ( Do you have funny stories to tell concerning your travel by air? [...]

[...] In general, British Airways has a website of quality. But there are many points which could be improved in the way to reach more customers and to enhance its reputation. Concerning the CRM (Customer Relationship management), in fact the company have to think about how it can use online tools to have more dynamic dialogue with the customer, answering their questions, understanding their needs, profiling them and then delivering appropriate services and communications. To develop better the CRM, the company has to be aware of several points: ( To offer flight prices more interesting Actually, customers are not satisfied by the prices offered by British Airways. [...]

[...] British Airways form a part of the companies which have not still the internet WIFI access on board. Actually, if British airways acquire the internet WIFI on board, the company could attract a lot of additional passengers, in particular passenger for its business class. It will allow the company to improve its reputation and also to win more money thanks to the technology displayed. ( Redesign the website With over 60% of UK households having internet access, but customers are not pervasive and simply having a website is not a guarantee of success. [...]

[...] Internet Websites: http://www.wordreference.com http://en.wikipedia.org/wiki http://www.associatedcontent.com http://www.qudosdigital.co.uk http://www.journaldunet.com http://thefuturebuzz.com Books: Pr Smith and Dave Chaffey, (2002) Marketing eXcellence, The Heart of eBusiness”, Elsevier. Philip J.kitchen and Patrick De Pelsmacker, (2004) “Integrated Marketing communications : a primer”, Routledge. Armstrong and Kotler, (2000) “Marketing: an introduction”, Pearson International Edition. Ross Brennan, Paul Baines and Paul Garneau (2003) “Contemporary Strategic Marketing”, Palgrave. Above, there is in the table, an exhaustive list of the benefits and risks of Digital Marketing. [...]