E-marketing

1. What is the vision for the mobile area?

In the recent era of digitalisation, the organisation focuses on utilising the mobile application and the online advertisement for promote the organisational products and services and attracting the customers in the market. The vision for the mobile area is to digitalise the company and promote the products in the market so that the brand visibility can be improved in the market. Additionally, another vision in the mobile are is to improve innovation and creativity in the marketing activities and retail industry to target the customers and retain them for long run (Miller and Maxwell, 2016). Hereby, making the marketing strategic planning effective and promoting the brand are the major visions in the recent era of digitalisation, where the firms try to expand their business internationally through promotional activities. Hereby, in the mobile area, the brands try to capture different international market and utilise the digital media and mobile application for expanding their business sustainably. In this context, the vision of the organisations in the recent digital era is to maximise the satisfaction level of the customers and develop customer centred approach to serve the consumers in a better way and with personalise services. For example, Apple is a famous electronic manufacturing company operating across the globe and the company focuses on designing new smart phones, tablets and others products including Watches, Apple TV, HomePod and OS and also the services like Apple Store, Apple Music and Apple pay which are efficient to serve the customers innovatively, the vision statement of companies is “we believe that we are o the face of the earth to male great products and that’s not changing”, where the company focuses on creating customer’s values by designing new products and introducing latest innovative technology in the electronic gadgets and products which maximise the customer’s expectation in long run. In the recent mobile are, the company also aims at expanding the business globally by developing strong relationship with the trustworthy customers for securing future sustainable development (Chaffey and Smith, 2017). .

2. What is the brand advertisement? How may it change?

Brand advertisement is a form of promotion the organisational products and services through establishing the connections and builds strong and long term relationship with the customers over time. The organisations across the globe focus on the brand advertisement and it is important for the organisations to promote the products and services in the global market. The aim of the organisations in the recent era of globalisation is to create and promote .customised services for the clients and strengthen the customer’s base of the organisations to sustain in the competitions and secure future sustainable development. In the digital world, the organisations try to digitalise the whole operational system and improve interaction with the customers for building strong relationship with the consumers, so that they can serve the customers efficiently. There are different brand advertisement techniques, through which the companies try to expand their business and establish the brand in the market sustainably, previously, the print media, creating attractive log, broadcasting advertisement are effective strategic planning for brand advertisement, where the companies try to grab the attention of the customers and retain them for long run. In the recent era of digitalisation, the Smartphone activities, online media and social media are playing crucial role for enhancing the activities of brand advertisement, where the companies try to improve their innovation to develop marketing strategic planning for successful promotion. Apple also focuses on expanding their business and as per the recent trend, the mobile search has increased by 315 times compared to 38 times on desktop where every consumer become focused and interested about the online activities. Recently, cross media campaigns, increasing use of desktop and mobile and rapid growth in online advertisement model where the companies try to promote their products and brand through social media and mobile advertisement technique (Armstrong et al., 2018).

3. What are the changes that mobile advertising brings to display ad advertising?

Mobile advertisement is one type of advertisement focusing on mobile devices such as smart phones and tablets with wireless connections. The mobile devices are effective and have smaller screen which are accessible by the customers where digital advertisement is usually optimised for the small display. There are changes in mobile advertisement to bring display advertisement where the clear and concise content and picture of the products and services are effective to develop strong relationship with the customers. In this regard, FaceBook page is one effective social media platform for data management and promoting the business internationally, where the display advertisement can be enhanced through the mobile Smartphone. The people in the recent years prefer the online display advertisement which is growing at a rapid rate in the market. In the recent years, the mobile advertisement is being changed towards using more Smartphone and using different online sites for promoting the business which are such as FaceBook, twitter, sending personalise email to the customers, promoting the products and services through Search Engine Optimisation (SEO) and developing mobile application. Recently, the change of utilising mobile advertisement strategy is towards developing the mobile application, where the company Apple also focuses on developing mobile application where the customers can handle their own account through their Smartphone. Additionally, YouTube search has been increasing for searching adequate information and there is 78% shopping experience through using the Smartphone where the individuals prefer to make effective purchase decision by searching adequate information through utilising their Smartphone. The retailer concentrate on the recent customer trend of mobile searching and use of mobile for shopping activities and it can be stated that more than 200 million YouTube subscriber are there who try to promote their products and services through mobile device (Ferrell and Speh, 2017). .

4. What are the value-added benefits to customers?

Value added benefits are the additional benefits given to the customers and in the recent era of digitalisation, the firms try to expand their business through mobile advertisement and brand promotion. There are different value added services for the customer, where the organisations try to promote their business through providing extra benefits to the customers and creating values for them. In this context, the people become more empowered customers and they prefer more technological advancement for conducting online activities, where the sales representative can support the customers 24*7. The customers can access the mobile application and personal company website from the mobile device anytime according to their convenience and there are support manager who are available 24*7 to support and give assistance to all the customers (Payne, 2017). Apple is also efficient to create values for the customers by supporting them with adequate information and latest design of the products, where innovation and creativity in technology of Apple further strengthen their customer’s base in future. On the other hand, the organisation provides pricing offers through online sites and discounts for promoting the brands, which are also additional benefits for the customers. Apple is also efficient to provide additional benefits, where the support tem is efficient to provide effecting services to all the customers and give them technical assistance for their products and services. Consulting services and personal services are also efficient, where the company creates values for the customers by supporting them technically and through consultation, so that the customers can enjoy their products and services successfully.

5. What is the vision for advertising?

Mobile advertising is increasing where particular display advertisement is taking place to promote the organisational products and services. From advertising perspective, it is necessary to analyse the trend of the users in searching the information where it has been explored that, there is high influence of digital media and mobile devices, to search the latest news and information through mobile application, YouTube and other social media sites. The companies try to focus on advertisement in order to expand their business across the globe and gain high competitive advantage (Aswathy and Nair, 2020). The major vision behind display advertisement is to strengthen their position in the international market and run their operational activities globally. In addition to this, the company also enhances the advertisement practice to promote the products and services in the market and improve branding so that it would be possible to establish the business in the international market. Another aim of developing effective advertisement strategy is to strengthen the marketing strategy of the brand and secure future sustainable development, where the companies like Apple try to target the customers and retain the by promoting the organisational products. Every consumers become focused and interested about the online activities and they prefer to gather information through online media and thus the vision of the organisation behind developing advertisement strategy is to share the important information related to the organisational products pricing and strategy so that the customers can access the brand in the market and can make effective purchase decision (Sridhar and Fang, 2019). The other vision of advertisement are such as strengthening their customers based by retaining long run and trustworthy customers, improving brand visibility and improving trust and loyalty among the customers. Apple also aims to strengthen their customers base in the market through advertisement, where the product display and important information related to the latest models, pricing and the organisational strategy are effective for improving brand awareness and influence the customer’s purchase decision making behaviour. .

6. What are the impacting changes?

The change towards utilising mobile device is effective, where there are huge numbers of customers who try to improved their online activities and make effective purchase decision in near future. Proper understanding can be built, where trust and loyalty among the customers are increased and the customers start relying on the organisational products and services and make effective purchase decision. For the change towards using mobile device for making effective purchase decision, there is rapid growth in the international business and trade activities, where the customers are willing to make effective purchase decision from the online websites and application for the quality products and efficient services of the organisations. 78% shopping experience is through using the Smartphone of the individuals and there is increase in mobile search by 315 times as compared to 38 times on desktop, which indicates that the customers prefer mobile device for making shopping decision and gathering latest news and information (Chaffey and Ellis-Chadwick, 2019). The global business activities are also increasing rapidly for such advertisement tactics. For example, in the last year, Apple has generated $260.174 billion revenue by delivering million of customers. The company is successful to develop proper marketing strategic planning and promote the products and efficient services globally which further attracts the audiences and retain the customers for the creative products and latest innovative technology. .

7. How does the mobile revolution contribute to closing the digital divide?

In the recent era of digitalisation, mobile revolution reduces the use of the digital device, where the customers are comfortable to utilise the mobile devices as compared to using desktop and other gadgets and devices. Due to smaller screen size and reliability of the products, the customers feel easier to use the smart phones for searching the latest information for making effective purchase decision. Additionally, the customers also try to utilise the Smartphone for making the purchase decision and comparing the products and prices to buy the ultimate basket of gods and services (Kingsnorth, 2019). The Smartphone is one of the effective devices, where the use of smart phone in purchase decision making behaviour and in the field of promoting the organisations and advertisement is increasing at a rapid rate, where there are increasing numbers of YouTube subscribers, FaceBook users, Twitter followers who try to gather information to make effective purchase decision (Dodson, 2016). On the other hand, the organisations also find it effective to promote the organisational products and services through social media platform by focusing on digital media where display advertisement is beneficial for the firms to attract the audiences. Additionally, introducing the Smartphone application also deteriorates the use of digital device, where the customer starts managing their own personal account on the mobile application to make effective purchase decision. .

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Reference List

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