Fachbereich Wirtschaftswissenschaften
Studienrichtung Handelsmanagement
Titel:
Digital Marketing:
Which are the best online marketing tools to build a brand?
Sandhoferstraße 114
68305
Vorgelegt bei: Michael Werle Rutter
Table of Contents
Technological advancement has led the world into a digital age and requires companies to make wise decisions concerning which online tools they can utilize to market their products. The internet has a wide range of activities and therefore has several challenges. While technology has made online marketing possible, it is not very different from classical marketing (Lammenett, 2019). The most remarkable similarity between the two types of marketing is that a company must study and perform research to determine their consumers’ needs and opinions concerning various products. A study from 2016 says that the average German looks at his cell phone up to 80 times a day, which is, of course, enormous (Lammenett, 2019). Many people are willing to invest in a cell phone every year more than in a computer. As such, many people visit online platforms to purchase their desired products regardless of their locations. Many people are shifting to media consumption; thus, filling the enormous digital space (Lammenett, 2019). Therefore, if companies desire to attract more customers with their products, they must be active in the digital area. For instance, Volkswagen utilized print media, television, and posters to facilitate the new Sharan campaign. This essay will detail which online marketing tools are relevant for a company to market a brand/product.
This essay has two primary objectives;
In the modern world, online marketing is taking over the marketing sectors. Many companies are shifting to or adding online marketing to their existing marketing strategies. This situation has led to various arguments concerning the importance of online marketing tools. Some people believe that the digital age is overrated and that humans should not rely too much on online marketing tools. On the other hand, others believe that digital marketing cannot be denied and that digital marketing is increasingly becoming significant. This section discusses the most important marketing tools.
2.1 Email Marketing
Email marketing is a vital marketing channel as it can act as a form of direct marketing and digital marketing. This tool utilizes email for promotion and has three primary principles (Lammenett, 2019).
The most important principle, according to Dr. Lammenett, is the customer relationship. Since customer loyalty is so important, he explains that it is more challenging to gain new customers than to keep them. Therefore, a company should value each “regular customer” and always keep them informed of the latest events in the organization (Lammenett, 2019). For instance, a clothing company could advertise their latest collection through newsletters and display them during various events. In this manner, both new and old customers would be aware of the latest products and purchase them immediately. Besides describing the latest products, a company could include any developments in the organization in their newsletters. Such actions could consist of establishing a new department of the branch for other clothes. This enables the customers to know the current events in the organization; thus, making them feel part of the company. Every human desire to have a place in which they belong; therefore, this could inspire their loyalty to the company.
When talking about email marketing as an online marketing tool, it is essential to consider the newsletter design. The newsletter should indicate that it belongs to a specific company (Wieskamp, 2019). A practical example is the Engelhorn company. Its theme color is blue; therefore, the newsletter should contain blue features to confirm that it is the company.
Also, the company should have a standard design of feature that represents the company. This is known as a corporate design. Wieskamp defines corporate design as the appearance of a company, an organization, or an institution. He says that it is “the uniform design of the logo, the slogan, the advertising media image concepts, design grids and product packaging are among the essential tasks in corporate design” (Wieskamp, 2019). In her book Visual Storytelling and PR, Wieskamp notes that humans absorb 80% of their information visually and encourages companies to follow this (Wieskamp, 2019).
Social media marketing is very diversified, that a short explanation cannot suffice. However, it has transformed society. It has changed the communication behavior of many people. As a result, companies try to reach their customers/new customers through social media. Social media marketing is most relevant and applicable during pandemic this Covid-19 pandemic (Streim). Many people now spend more time at home, while many of their favorite activities are restricted or even downright impossible (Streim). As a result, there is now significantly more time available to use digital media (social media).
The most popular platforms are Facebook, Xing (a professionally used network founded in Germany in 2003), LinkedIn, and YouTube. Social media marketing is an advancing marketing tool, and therefore, it has many challenges. Unfortunately, many companies have acted blindly, and thus, they have failed in social media marketing (Lammenett, 2019). For instance, most companies have the wrong opinion of what goals they should pursue. Also, most companies, especially those in the industry for a long, are not aware of their target group and behavior. Lastly, most companies are not sure of the most suitable social media platforms to reach their target group.
Instagram is one of the most popular social media platforms, even the most popular one in some countries. Officially, it is in second place (Grabs, 2018). Many companies that own visual products love Instagram as their platform. Instagram is the perfect way to present products beautifully, like on no other medium. At the same time, this also means that users expect high-quality images. Fortunately, Instagram can be linked with Facebook since they have several similar features. This enables a company to post the same pictures, videos on both platforms to attract more customers. Therefore, there are many ways how a company can increase reach and maintain its followers on Instagram. An essential tool is the survey function, as it enables the followers to give their opinions and feedback concerning a company and its products (Grabs, 2018). For instance, a company could post a type of armchair and post a question concerning the chair model. This ensures that the clients are engaged, and it also allows them to give their opinions and responses. The company can then post the results to make the customers feel valued (Grabs, 2018). This also motivates the clients to remain loyal to the company.
The most critical factor in Instagram as a marketing tool is the concept of followers. Often, many people value the number of followers as they associate them with success. However, the quality of followers matters more than their numbers. On the one hand, a company could be having many followers, yet they do not purchase the products, or if they do, they are buying few or cheaper products and inconsistently. On the other hand, the company could be having few followers who purchase their products consistently. The latter leads to tremendous success. Therefore, it should focus on establishing the right target group for its products (Grabs, 2018).
YouTube is both a social media platform and a search engine to a significant number of people. After Google, YouTube is the most popular search engine (Jaedtke, 2021). Thus, if a company chooses YouTube as its marking tool, it has made the right decision. This is mainly because many people visit YouTube, and therefore, they can easily see a company’s products. There are several strategies on how to use YouTube properly and how to address the target audience correctly. There are 47 million YouTube users in Germany, and most of them are below 44 years old. Therefore, YouTube is the most recommended platform by experts for marketing (Jaedtke, 2021). Among the online marketing tools, YouTube
To reach the target audience in YouTube, there two major applications to use:
Watch time is very crucial. Experts recommend “the shorter the better” (Jaedtke, 2021). Most people often avoid long videos because they find them boring. They want to see the most exciting information as short as possible (Jaedtke, 2021). Therefore, the first 15 seconds should be well “designed” so that the viewer watches to the end (Jaedtke, 2021). If a video that lasts an hour is uploaded, for example, a press conference, it can be cut into different sections so that the target group can watch the videos that are interesting for them (Jaedtke, 2021).
Keywords play an essential role in YouTube marketing because they emphasize the main features of the products. While making a YouTube video, a company can insert some keywords to enable the viewers to grasp the essential elements of the products. Also, keywords would allow customers to easily access specific products during their search (Jaedtke, 2021).
Online marketing continues to increase with technological advancements. Companies continually evolve and shift to online marketing for their products. Therefore, a company needs to understand various tools for online marketing and decide the most suitable ones for their products. In this essay, the best online marketing tools to build a brand are email marketing, social media, Instagram, and YouTube.
References
Grabs, Anne (2018): Follow me!: Erfolgreiches Social Media Marketing mit Facebook, Instagram and Co., 5. Auflage.
Jaedtke, Kathleen (2021): YouTube-SEO: So verbessern Sie Ihr Ranking, Hubspot, [online] https://blog.hubspot.de/marketing/seo-fuer-youtube [abgerufen am 10.05.2021].
Lammenett, Erwin (2019): Online-Marketing-Konzeption 2019: Der Weg zum optimalen Online-Marketing-Konzept. Trends und Entwicklung., Auflage 2019
Wieskamp, Pia Kleine (2019): Visual Storytelling im Business: – mit Bildern auf den Punkt kommen.
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