N5P3 Digital Marketing : Role Assessment Answers

You have got a job in a marketing agency which has recently advised many businesses on the benefits of going online. The first company which you advised was a “Hungry Kya” takeaway on how to go about marketing online via Facebook. Using examples of Hungry Kya Takeaway, you need to discuss ways in which the internet and online has provided opportunities for this business leading to increased sales and orders and better relationship building with its customers. Use the above success story to pitch to a new client and cover the below tasks.

Answer:

Introduction:

Internet marketing is the process by which companies advertise and promote their brands, and services through the web. Internet marketing is also referred to as marketing online and is a platform whereby advertising of goods and services takes place through emails, social media platforms such as Facebook and Twitter. Online marketing is a process that involves engagement of customers electronically through media that is wireless (Chaffey and Ellis-Chadwick 2012). Marketing online is a platform whereby the production process of the business is brought to the public hence being able to engage and interact with customers throughout the production cycle. Internet marketing is divided into various forms which include associate marketing, email publicity, search engine promotion, advertising of displays and inbound publicizing. Marketing via the web has become attractive to all types and sizes of business ventures because it is proving to be the most efficient and the least expensive form of marketing (Chen, Shih, Chen and Chen 2011).

Role of internet marketing

The modern business world mindset is focused on maximizing profit and maintaining sustainability in the market industry; therefore, the role of internet marketing is based on this reason. Online advertising familiarizes the goods and services of a business online. Many people today carry out their activities through the internet therefore when a company introduces its products and services online then many people have a chance to see and read about them. When the number of the citizens interested in the product increases, the company becomes advantaged because the rate of returns is increased with the growth in the consumer base (Roberts and Zahay 2012). Secondly, the internet provides a platform whereby the customers and the business are in constant communication, therefore, strengthening the relationship between the two parties. When a business is in constant communication with its consumers, it can get information regarding the tastes and preferences of the customers hence working in line with the likes of the market. Also, another role for internet publicity is to provide a chance for the business to grow and gain a global following despite the physical size of the firm. The global expansion is realized because the world has turned into online ways of doing things hence almost all the people in the world have to check the internet from time to time thus forming an advantageous path for the business that advertises its products via the web (Shih, Chen and Chen 2013).

Impact College is among one of the many ICT institutions of the world that are following the global trend of promoting its services online. The institution is a comprehensive college that has attracted a large following of adult students who need educational, cultural and social training. The ICT College usually places advertisements on the internet describing how it operates and also informing its students of the changes it may need to do to increase the standard of education it offers (Salehi, Mirzaei, Aghaei and Abyari 2012). Also, the college uses the internet to fetch a large following of students that are located in the world this is done through placements of the courses it offers the payment for different services provided and the advantage a student may derive from learning in impact over other colleges. In this way, the college can woe many global students to seek for its services. The college has two wireless social media sites through which clients can gain access to the services offered despite their race, religion, gender and disability.

Online marketing is not only beneficial to the business but is also of importance to the consumer. The growing dynamism of technological advancement in the world today has proved that people are consuming information faster than any other products. Due to this reason, users tend to look through many of the products that have been advertised as they are presented with a variety of different products to choose from thus they can find the product they need easily. Internet promotion also provides the consumers with a whole time of accesses to information; therefore, they do not need to be updated timely (Sisodia and Telrandhe 2010). As a result, the customers can get the information they need any time of the day and also can order for the product that has made quite a good impression on them also at any time of the day without having to move to the physical store.

The internet marketing strategy that is carried out by many modern businesses is crucial to the consumer.  Due to the increased development of different companies in the world consumers may find it hard to choose from which of the enterprise's products meets their standards, therefore, turn to the internet for this reason. The intent harbors various products that have been advertised hence offering the customer with a variety of the goods to make a choice from hence through the information given the consumers can pick out the product that meets their standards hence fulfilling their need. Also, the fact that the internet is always on and active is an advantage to the consumer because they can easily contact the business for further information at any time of the day without having to go to the premises of the firm (Gangeshwer 2013). The internet advertising strategy hence helps the consumer to save on time and resources.

The internet is a crucial platform that has impacted on the running of the impact college in the UK. The college uses the internet to advertise it services, and this has been advantageous to the college. Internet marketing has made the college a large institution because many students in of the world can access the education offered in the school. The increased number of students the school has gathered has increased the rate of returns the institution is getting when viewed in an entrepreneurial perspective. The promotion of services of the college through the internet has opened the doors for its globalization. The globalization aspect of the institution is characterized by the increase in the global interest (Eid and El-Gohary 2013).Many adult students need to access quality education hence this need provides an opportunity background for the college.  To become a vast and diverse college with outlets in almost all countries the college has to utilize the global need for education hence becoming a global institution.

Impact College in the UK has become fruitful and efficient through the use of internet marketing.  The institution has had a chance to give services that fit and meets the needs of their consumers regardless of their race, gender or class. An organization that can reach a diverse group of people becomes very advantageous because it can gain the trust of many different people. The ownership of the two online sites has increased the ability of the school to advertise its capacity to integrate different cultures into its system (Suki 2015). For this reason, the school has attracted many students from all over the world as many students prefer to learn in institutions that can accommodate their cultures without restrictions thus in the view of cultural diversity the school is termed successful, efficient and effective in its service delivery process.

The institution's opportunity is derived from the ability to provide educational services to global students. People from different parts of the world believe and behave differently; therefore, institutions that need to be successful need to address this issue. For instance Impact, College in the UK has taken advantage of this opportunity because it offers its services in different ways. The college provides education services through direct learning which is usually based in a class setting. Also, it provides online learning whereby the student does not have to get into a class (Chiang and Hsein 2011).The institution has hired teachers that can deliver in different languages so as to reach all the students. Despite the opportunity provided by internet marketing of the system, it is faced with various challenges. Among the challenges does the large customer base that needs information about the school. As the system increases the level of outreach to areas that have not made a significant following is decreased hence reducing the opportunity for fast growth in the entire world.

Impact College relies entirely on the internet for its promotion of services activity thus becoming globalized. As a result, it has attracted many students from all over the world. However, the increased number of students seeking international education has impacted significantly on the level of education being offered. Currently, the institution has received more than three-quarters of students of their local students from different countries. The increased number of students in the university in search of education has grown loopholes in the management system of the institution (Persuad and Azhar 2012).The gaps are created because many students in need for education increase the pressure on the resources the school has thereby decreasing the ability of the establishment to offer quality education with limited resources. Education provided through the use of scarce resources is the reason students do not perform as expected hence lowering the standard of education being offered to lead to a drop in the position of the college in the education sector.

The advertising strategy used by the college has proved to be effective this is observed through the scope of the challenges the institution is facing. An active system is bound to bring with its advantages and disadvantages. For example, as seen in the college, the marketing tool used has attracted many international students who are seeking for education. The students are from different parts of the world this is a perfect assurance that the institution uses an efficient online marketing tool. Also, the challenges that have been realized have proved that internet marketing has been an operational tool in the advertising strategy of the institution (Pefanis, Schlee and Harich 2010).The level of education in the school has been as a result of the decreased ability to handle the needs of the increasing number of students in the system due to over utilization of the already limited resources. The challenge is also an indicator that internet marketing as a tool is of service publicity has been active.

Conclusion:

To conclude internet product promotion is a procedure used by all types of businesses to maximize the profit range. Internet marketing involves promotion of goods and services provided by a business through the use of wireless media and social media platforms, for instance, Facebook or emails. Internet marketing in the modern business world has a role of making all sized businesses global. Institutions are also going the web way of product advertisement. For instance Impact, College uses the internet to advertise for education opportunities adult students in the world. Impact College being an ICT college has two sites whereby it posts the ongoing activities in the school as a way of communication and staying in touch with its consumers.   The institution has grown in bounds and has become a global institution; however, the increased rate of registering students is placing challenges in the running of the organization. The opportunities and the challenges facing the school are makers that the use of internet advertisement as a tool is efficient.

References:

Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing. Pearson Higher Ed.

Chen, C.Y., Shih, B.Y., Chen, Z.S. and Chen, T.H., 2011. The exploration of internet marketing strategy by search engine optimization: a critical review and comparison. African Journal of Business Management, 5(12), pp.4644-4649.

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