Harnessing Digital Outreach: Leveraging the 24/7 Connected World - Essay Sample

Introduction

It is evident all around us that in today's modern business landscape, a larger portion of a firm's marketing strategy involves some form of digital outreach to mass target an identified market audience. There has been a growing prevalence for swaths of consumers and businesses to be more online with the current technological environment we live in. It seems as if we work and play in a 24/7 connected world and to take advantage of this situation, firms need to be able to reach the consuming masses and observe their behavior where they spend the most time if they ever hope to grow their business influence.

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In a rapidly changing business environment, ensuring a firm's successful growth and expansion, can be a harder task than at first glance because of a rapidly changing environment which can quickly become overwhelming if a business leader is not prepared to adapt to it. This is a collaborative way to market products in order to reach a larger audience using digital marketing techniques to create leads and zero in on potential customers for the business, while focusing on these targeted groups in an effort to recruit them as customers or recurring businesses. This combined marketing effort also plays an essential role for all types of businesses, regardless of location, size, number of employees, and sector (Patrutiu-Baltes, L., 1, 2016). To remain hyper-competitive in their industry, firms would be wise to use digital marketing as a necessary means of thinking "outside the box" of tried and true traditional method of marketing.

Micro Tech Corporation in quarter 4 decided to invest in a new computer product offering and decided to switch to a desktop version for its targeted market audience and dedicate a portion of the promotional/advertising budget to the NORAM Region (our only one at present) for market research. The results of our marketing efforts fell below the marketing/consumer demand average, causing us to modify our products offering. The marketing strategy used to promote our products in the regional media included but was not limited to newspaper inserts and magazine ads. Micro Tech Corporation could also make an impact to raise our brans presence if we implemented a digital market plan through social media such as Facebook, Google, Twitter and Instagram; these are some of the more well known and popular companies in the digital marketing world and they could help drive sales, as well as assist us in promotion of our computer brands. This research has helped us define our target audience to see if in fact our computer products match their needs. The research did reveal to us what product they trended to steer clear of though. The research was very useful in helping us to decide to create another computer product that was more in line with what the customers gravitated to. The results in quarter 5 were encouraging nonetheless.

Business to business marketing programs help to address the customer's needs through feedback and surveys all in an effort to increase customer loyalty and repeat business. Business to consumer marketing programs integrate customer's data to improve customer engagement and promote brand awareness. At present, everyone seems to be connected digitally through the internet. This digital form of communication and marketing allows a firm to build upon its brand's reputation. This in turn leads to a higher ROI for the company when sales are increased and earns customers' trust, which we can think of as the holy grail of marketing. The perfect tool to use to canvas and attract the targeted market group is digital media. Delivering on the company's stated vision, mission and purpose leaves a good impression to the targeted consumers and builds upon an established relationship with returning customers. Digital marketing is easier to monitor as opposed to traditional marketing methods, because results are near instantaneous. Digital media offers the ability to provide real-time testimonials (Google, Facebook comments and Youtube reviews) that will only help in solidifying the trust and reputation of the company.

An analytical platform that Marketplace Live Simulation uses is known as the "market research" and it offers us a guided path to adjustments to our company's overall health. This is proof enough that using digital marketing properly, results in greater opportunities for more business with a better ROI. Digital options for Micro Tech Corporation include but are not limited to market surveys, email marketing, a private report from International Product rating service, Customer Union as well as the International Advertising Federation, all resources available in the simulation. The recommendations offered help in strategic decision-making.

Reference

Patrutiu-Baltes, L. (2016). Digital Marketing Strategy for Affinity Marketing. Digital Marketing and Consumer Engagement,9(58), 2nd ser., 87-105. doi:10.4018/978-1-5225-5187-4.ch006