BK216 Digital Marketing

The emergence of internet and new media has transformed the daily life. It has put a significant impact on every aspect of human lives (Strauss, 2016). The style of interaction has been changed in past few years. In this modern world, people hardly get enough time to interact with their friends, relatives and dear ones. Internet has provided a wider opportunity to communicate with the people who are far away. Technology has made life easy. Internet has provided a great opportunity to the business organizations as well. In this competitive era, business organizations often look for various scopes to enhance their profit margin by reaching to the large number of consumers. Internet has influenced the growth of the business organization in significant manner (Ozcan, 2014). Now a day’s business organizations are embracing new technologies to grab the attention of the potential consumers. The organizational managements of the business organizations have understood the power of internet and they use it as their weapon to defeat their rival companies. Internet has offered a wide scope to the business organization to directly interac6 with their potential consumers. It has become very easy for the business organizations to understand the requirement of their potential target market. This has increased the productivity level of the companies. By using social media and other forms of social media the business organizations can easily gain the feed back of their consumers. Internet has become one of the major strength of the modern business organization (Royle & Laing, 2014).

            The below mentioned article is concentrated on the web marketing of the modern business organization. It has discussed various aspects of web marketing to provide a transparent concept about web marketing.

Web Marketing Measurement Tools:

            Web marketing is not easy. It consists of several procedures such as- content writing, web page development, planning and so on. Business organizations need to face many difficulties to promote their brands online. There are various tools through which the organizations can measure the impact of their promotion on the internet, such as- Google Analytics, Mixpanel, webtrends and upsight (Sohn & Choi, 2014). These tools help the organizational management to understand the effect of their web marketing.

Google Analytics:

            Google analytics is tool from Google. This tool helps the business organizations to improve their web content, make their page more attractive. The business organizations often seek the help of this tool (Holliman & Rowley, 2014).  It helps the organizations to measure the impact of the marketing via conducting various surveys. It is known as a freemedium analytics. It is renowned for tracking the report of the websites of the business organizations. Google has launched this service in November 2005. It is used by various leading business organizations for web analysis. By using this tool the business organizations can monitor the activities of their potential consumers. Google analytics uses offered two different services to their consumers, such as- Google Analytics 360 and Google Analytics Premium. The Google Analytics e-commerce can monitor the sales report of the business organizations. It provides more in depth data of the potential consumers of the business organizations. In 2011, Google Analytics have introduced Real Time Analytics. According to the report, Google is first party cookie of the most of the people’s computer. This cookie preserves much relevant information about the user. This helps the Google analytics to track the function of the users on the websites. Google analytics is available in both websites and mobile application. Google analytics consists of numerous dashboards and custom report options (Tuten & Solomon, 2014).

Mixpanel:

            It is one of the renowned business analytics. It helps the business organizations to monitor the interaction of their potential consumers. It has become very essential for all the business organizations to understand the requirement of their consumers. It helps them to design their product or service accordingly. This tool provides a wide opportunity to the organizations to review the activity of their consumers on the website and on the mobile apps. This tool often conducts various online surveys among the consumers to collect relevant data regarding the preference of the consumers and the feedback regarding the service of any business organizations. Although, Mixpanel works as a web application, it is also available in the mobile application. This tool shows the user engagement on the websites to the organizational management of the various leading business organizations. This works as a major weapon for the modern business organizations. It has been founded in 2009 by Suhail Doshi and Tim Trefren. The primary objective of this tool is to provide sufficient help to the business organization to measure the impact of the web marketing on the target market (Tiago & Veríssimo, 2014).

Webtrends:

            Webtrends is one of the digital analytics that provide a transparent view about the activity of the consumers on the website of any brand to the organizational management of the organizations. It provides various other software supports to the business organization that helps them in digital marketing. It has been founded in 1993. Headquarter is situated in Portland. It is known as the first web analytics of the world. It is associated with more than 2000 companies. Webtrends offers both software and software as a service to the business organizations. It has discovered various solutions that can be beneficial for the business organizations to review the effect of their web marketing, such as- webtrends segments, action center, optimize and so on. Webtrends software uses log file analysis to review the consumer’s interaction on the websites. Log file analysis records the activities, which helps the software to understand the requirement preference of the target market (Liébana-Cabanillas, Sánchez-Fernández & Muñoz-Leiva, 2014).

Upsight:

            Upsight helps the organizational management of the several business organizations to identify the key performance indicators. The tools provided by the Upsight provide a strong platform to the business organizations to gain the relevant information about the visitors of their websites. It explores the data of the consumers which is beneficial for the business organizations to modify their organizational strategy according to the requirement of the consumers. The business organizations can experience their user’s activities.

It offers various supports to the business organizations, such as- custom dashboard, data mine and metric explorer (Ogonowski et al., 2014). It helps the business organizations to understand the key performance indicator by combining custom data and calculation. Being o ne of the leading name of the marketing analytics, it has a large team of experienced market analysts who are giving their bets performance to the business organizations to gain a transparent idea about their consumer’s activities on the websites. As per the report, Upsight is associated with a large number of business organizations to whom they are providing their uninterrupted support. According to the higher authority of the Upsight, they deal with 1.4 billion targeted mobile and web communication every month (Trainor et al., 2014). At the same time they have 500 billion data point to work on. The motive of the authority of the Upsight is to provide a solution to the business organizations to take quick decision about their organizational strategy to ensure the bright future for the organization.  Many renowned investors are associated with Upsight, such as- e. ventures, GGCAPITAL, Maverick (Mata & Quesada, 2014).

Apsalar:

            It is one of the renowned mobile app attribution and data management platforms that help the business organizations to gain data about their target market and the visitors of the websites. The primary objective of this tool is to provide a vivid concept of the recent market trend and the preference of the target market. According to the Apsalar authority, they want to help the business leaders to achieve huge profit. It provides a transparent picture of the engagement of the users on the websites. It is associated with various leading business organizations. The business organizations are now a days incorporating various technologies in the organization to enhance the profit margin and earn the faith of the consumers. Apsalar provide sufficient support to the business organizations to achieve the goal (Testa et al., 2014). There are three key words that the organizational authority of Apsalar believes in, such as- Learn Act and Grow. They have designed their organizational structure accordingly.

Apsalar often conduct various online research surveys among the website users to obtain their feedback. The mobile marketing cloud of Apsalar provides critical data about the consumers to the business organizations. They ensure to protect the available data. Apsalar has combined both measurement of the web marketing and insight of the users which has enriched the service of the organization. Apsalar aims at engaging the new users. It has successfully segmented its users and pays close attention to the requirement of the new users. Apsalar optimize and measure the impact of the marketing campaign which has been conducted by the business organizations (Leung, Bai & Stahura, 2015).

Web Marketing Measurement Strategy:

            Every business organizations need to design their strategy to measure the impact of the website campaign. This strategy helps the organizational management measure the responses of their potential consumers. Strategy is the core part of any kind of business venture. It is not possible to carry out any business initiative without establishing a well-constructed strategy (José Liébana-Cabanillas, Sánchez-Fernández & Muñoz-Leiva, 2014). Every business organizations must include some efficient strategy into their organizational rulebook to measure the effect on the target market of the web marketing campaign, such as-

Define the business objective:

            The organizational authority of the business organizations must define what means success to them and what their core objectives are. The must understand their actual goal. It will stimulate their organizational practices. They must realize if they want to make huge profit or maintain long-term relation with their potential consumers. This will provide a clear idea about the organizational goal to them which is highly beneficial for strengthening their inner qualities. At the same time it will help them to measure the effect of the web campaign on the consumers by monitoring the activity of their users. Crystallizing the business objectives is considered as the key success factor of every business organization (Dickinger & Stangl, 2013).

Identification of the Customer Segmentation:

            The business organizations must identify the actual target market of the organizations. Target market is the key element of any marketing plan. The success of the marketing plan is highly dependent on the identification of the target market. The business organizations that want to measure the impact of the digital marketing must identify the group of people whose activities they want to monitor (Vinerean et al., 2013). It is not possible to track the activity of the all the people, and the motive of the business organizations is to draw the attention of a group of people for whom they have designed their product or service. An example is the baby food. The baby food is produced for the infants. The target market of the any baby food producing organization is to draw the attention of the parents who look for the best food product for their kids. The motive of the business organizations is to grab the attention of that specific section of the consumers. Hence, the business organizations must identify their potential consumers before conducting any kind of market survey (Tobey & Manore, 2014).

Understanding of Multi-channel Customer Journey:

            The business organizations must identify the journey path of their consumers. It is one of the major strategies to measure the effect of the web campaign. The organizational management must understand that on which path the customers are engaged with them, if they are using mobile apps mostly to visit the company’s website or they are using websites to gain relevant information about the company (Borrero et al., 2014).  This plays a major role in monitoring the activity of their potential consumers. By using this strategy the organizational management will be able to design their online survey accordingly. The organizational management must make sure that they understand the conversation of their target market. The organizational management must incorporate various innovative techniques to observe the activity of their consumers.

Link between the Organizational Objective and Customer Journey:

            The business organizations must understand what KPI’s need to be measure the activity of the customer interaction with the brands. The organizational management must ensure that they understand the link between the organizational objective and the customer’s journey. It will be beneficial for the business organizations to understand the requirement of the potential consumers and preference of the consumers. Otherwise, they may face various difficulties to monitor the activity of their consumers (Niehaves & Plattfaut, 2014).

Incorporation of Modern Technologies:

            The business organizations must incorporate modern technologies into the organizational structure to monitor the activities of their potential consumers. They must build a strong technical infrastructure which will be suitable for the measurement strategy. The advancement of the technology has made the activities of the organizations easy than earlier. All business organizations are incorporating new and modern technologies in the organizational structure that can enhance the organizational productivity and the profit margin of the organization. In order to achieve success, business organizations must ensure that they have sufficient technological support to collect the data of their potential consumers. To earn more profit, business organizations needs to invest on the technological infrastructure of the organization (Lu et al., 2014). They must consider the fact while designing their organizational strategy. However, the organizational management must avoid measurement silos.

Define the Reporting Needs of the Business:

            The business organizations that aim at monitoring the activity of the consumers must use the most meaningful and consumable way to connect with the important stakeholders of the business organizations (Bilgihan & Bujisic, 2015). They must inform about the objective of the organization to the stakeholders. It will stimulate the organizational function. At the same time the stakeholders may provide some effective suggestion to influence the measurement procedure of the business organization. It is important to maintain healthy and interactive relation with the internal and external stakeholders of the business organizations. It helps the organizational management to perform in an active manner. The business organizations are now a days embracing new technologies to ensure a bright future of the organization, but it is considered as the most conventional way to maintain the growth of the organization. The organizational management must define their strategy to the stakeholders, as their support is highly required to achieve any goal in an appropriate manner.

Make Data Actionable:

            The organizational management must analyze all the data there are gaining from the online survey or research. They must use those data in an actionable manner. The organizational management must not avoid the data and look for other data about their potential consumers. It will not be suitable for the organizational growth. The organizational management must ensure that the measurement strategies are working appropriately to influence the growth of the organizations. The organizational management is responsible for the procedure. The organizational management must analyze the previous data and take efficient steps to draw the attention of their potential consumers. The organizational management must avoid any details they are getting from the survey report. Otherwise they may face massive crisis in the coming years. They must use the measurement tool in an actionable manner to stimulate the growth of the organization. Organizational leaders must stay close to the reports of the survey and concentrate on the every aspects of the report to design the organizational structure or the product or service according to the requirement of their consumers. The success of any business venture is relied on these reports (Hong et al., 2014).

Instigate a Data Governance Process:

            The organizational management must design their data measurement process in flexible manner. The organizational management must modify the process with the time (Okazaki & Mendez, 2013). They must make sure that the new process is different from the previous process and suitable to provide an uninterrupted support to the organizational development. The organizational management must encourage their employees to adopt this new measurement process. It will make te procedure more smooth. The organizational leaders must be aware of the fact that the web marketing measurement is not only restricted to develop dashboard or obtain weekly report. Organization must maintain a formal measurement strategy to measure the effect of the web campaign. The organizational management must design their organizational structure based on this factor. They must maintain the organizational budget and the organizational infrastructure to ensure the growth of the organization. Otherwise they may face various difficulties in to achieve the desired target and provide effective service to the target market. The organizational management must observe the fact that the success of the business organization is dependent on the fact (Gao, Krogstie & Siau, 2014).

Conclusion:

            As per the previous discussion, it can be stated that the arrival of modern technologies have changed the scenario of the business organization. The organizational management of the business organizations is using the modern techniques to earn the desired position in the industry. Web marketing is one of the major tools that have been used by the most of the business organization. Web marketing provides a great opportunity to the business organization to attract a large number of consumers and provide more flawless service to the customers. It is not enough for the companies to promote their brad online. Therefore they need to understand the effect of their promotion on the target market. It helps them to identify their loopholes and stimulate their marketing plan. There are various tools that help the business organizations to observe the reaction of their consumers on their marketing plan. It provides sufficient support to the business organizations by conducting various surveys.

The business organizations often use these tools to gain feedback of their consumers that can be useful for the betterment of the organizations. These tools are used as a weapon for the business organizations to give efficient service to the potential market. By using these tools the business organizations are becoming capable of defeating their rival companies. There are various strategies that need to be followed for measuring the impact of web marketing, such as- defining the organizational objective, identification of the target market, maintain the link between the organizational objective and the customer journey and so on. By using these strategies the organizational management will be able to provide flawless service to their consumers.

References

Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14(4), 222-232.

Borrero, J. D., Yousafzai, S. Y., Javed, U., & Page, K. L. (2014). Expressive participation in Internet social movements: Testing the moderating effect of technology readiness and sex on student SNS use. Computers in Human Behavior, 30, 39-49.

Dickinger, A., & Stangl, B. (2013). Website performance and behavioral consequences: A formative measurement approach. Journal of Business Research, 66(6), 771-777.

Gao, S., Krogstie, J., & Siau, K. (2014). Adoption of mobile information services: An empirical study. Mobile Information Systems, 10(2), 147-171.

Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269-293.

Hong, J. C., Hwang, M. Y., Liu, M. C., Ho, H. Y., & Chen, Y. L. (2014). Using a “prediction–observation–explanation” inquiry model to enhance student interest and intention to continue science learning predicted by their Internet cognitive failure. Computers & Education, 72, 110-120.

José Liébana-Cabanillas, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2014). Role of gender on acceptance of mobile payment. Industrial Management & Data Systems, 114(2), 220-240.