Evolution Of Online Marketing Essay: Traditional Marketing Theory.

1. Evaluate the evolution of online marketing, making references to lessons from traditional marketing theory. 
2. Analyse and assess the implementation, control, and evaluation of the online marketing planning process. 
3. Conduct a critical analysis of contemporary issues in the area of online marketing. 

Based on your academic research:

(A) define the concept of Online Customer Experience and 

(B) With any web-based organisation of your choice, offer key recommendations on how the company will be able to apply digital marketing strategies to benefit from this concept. 

Online Marketing and its Impact on Business Strategies

The Internet is changing every time it is a huge network of networks which are used by the users – eight rising explains business marketing strategies in consumer oriented environment. The marketing along with the internet has given the customers with a chance to get information regarding any companies or services (Chung, Park and Lee, 2017). But, because of increase in changing nature of online marketing and technical advancements, concerns for privacy due to lack of awareness of some strategies utilised for increasing customer  traffic.

Since technical advancements brought a change in internets focus and that name was user centric therefore marketing strategies also changed and started to evolve. In the year 1994, the internet showed its initial promotion advertise meant, in which AT&T inaugurated a banner-based advertisement on the website (Faisal, 2016). After this, online marketing has grown and evolved with a key role in laying down not just accomplishment of a specific business, but also the way in which customers perceive the goods and services. 

Actually, as the expenses on advertisements of Internet have grown drastically that is from $37 million in 1995 to $21 billion in year 2007 – the digital marketing has turned out to be crucial strategy for the businesses.  The rise of social networking sites also makes it necessary for the flowers to use digital marketing so that they can rightly survive, flourish.  For understanding the topic, case study of Amazon has been considered (Amazon Web Services, Inc., 2017).

Evolution of online marketing w.r.t traditional marketing theory

Internet is turned out to be the main focus not only but also the social life and business or professional lives. It is very fast and extremely views are friendly which makes it easier for anybody to purchase, sale, market or suggest anything to anybody on Internet (Mandal, 2017).  The digital marketing is a complete term which is used for marketing of goods services online. It uses the digital media and Internet to perform one or more of the below things:

• communication of a business' message regarding itself, it's goods and services offered
• Getting out of researchers study regarding the active or potential clients Sending goods, services of advertising space via Internet
• That digital marketing has lesser cost of disseminating the information and also has worldwide audiences.

 The use of Internet marketing or internet marketing is not replaced the traditional marketing but it is an additional aspect which affects the behaviour and perceptions of the buyers. Even though the traditional advertising methods like television and newspaper still exist, the digital marketing and media has boosted them to serve the society by increased interactive strategies.  Therefore it can be said that it hasn't eliminated the traditional marketing but digital marketing is the promotion of goods and services through Internet or any other kind of electronic media (Chaffey and Ellis-Chadwick, 2015). Unlike traditional marketing, the digital marketing is quite affordable.  It is also beneficial for the businesses because they can reach a bigger audience in a short span of time and people have switched to the phones, mobiles, tablets and PCs where digital marketers have got a different place. 

Case Study of Amazon and Its Success in Digital Marketing

The online experience that the brand promises needs delivery of rational and emotional values along with the promised experience. This promised experience is based on the other two values. Amazon The online experience that the brand promises needs delivery of rational and emotional values along with the promised experience (Ryan, 2014). This promised experience is based on the other two values. Amazon is one of the most advanced supermarts with new technologies utilised towards digital marketing. 

The evolution of internet has laid the expectations of clients in terms of the Promised experiences (Rowley, 2008).  The virtual world provides with the ways for reaching millions of clients with minimal efforts. Amazon is one of the largest brands in the digital world.   The brand name has got such a big reputation because of the capability of the team to provide the buyers with the promised experiences. The team members devote their money, time and efforts for meeting these expectations levels of the buyers. The business had been able to successfully utilise the digital marketing tools and thus it is ruling the global marketing Industry (Morris, 2009).

Any brand makes a promise to its clients, and the client experiences one that man thinks that promise. However the concern is usually that it does not because trending team and operation teams work in separate silos (Unni, 2013). The brand managers are aware that promise – making is simple and the delivery of those promises is where the work has to start. So it is important for all the businesses to plan for a customer experience for the clients that are in alignment with the brand promise.

As for the brand management team of Amazon, it also does the same. First of all it looks at the existing customers experience just in the same way as if it were a customer. Then the customer experience is designed for delivering on the values for post through the grand promises. A lot of businesses assume that they can attain this by journey mapping yet they usually look at just rational experience of client or else they incorrectly see a procedure to be an experience (McMurtry and Hiam, 2016). The experience is quite different from any procedure. Procedure or a process is worth the firms would like the clients to do, in the sequential manner. These are Internal. Rather the clients have experiences, which are external. 

Amazon, as a brand, recognises the requirement of evoking emotions in a client, but also keeps this in mind while designing the customer experience. Therefore it can be said that there are two segments of the clients experience which are the emotional and the rationale experience. Usually the brand experts know about the rational experiences. This might be laying stress on the pace or simplicity of handling the brand. This is where other aspects get ignored (Hanlon and Akins, 2012). It is to be kept in mind that the emotions are accountable for more than half of client experience.

Promising Customer Experience Design through Rational and Emotional Values

One factor that must not be ignored by businesses is the emotional experience or the way in which clients' experience makes them feel. The behavioural difference among the experiences of customers is seen from their emotional part (Rawat, 2014). In this case Amazon outshines its competitors. By creating an emotionally engaging experience, Amazon is able to deliver on the brand promises and does it is able to build loyalty for the brand. This leads to client retention. 

Designing the emotional experience assists in keeping the brand promise 

The brand promise can be kept while design creation through the building of client experience design to be emotionally engaging. For doing this, the brand has to assess the client's journey as per an emotional view. The emotional part of a client starts prior to entering the brand experience. The clients have a particular feeling or emotion, even before interacting with the business. 

While interacting with the business, customers have a feeling which is already built in mind. For instance, in case of a car servicing company, there are chances that the person who called the service agent would be under stress and anxious since the car is not working. One more example could be that customer calls a wedding organising business and therefore he would be excited and happy since the festival or somebody close to him has been engaged. Emotional values and emotional conditions of the clients who get in connection with the business will have an impact on the way client starts interacting with the organisation (Borrieci, 2011). The brands which have a good and delightful  customer experience clan, not that they have to deal with the emotional values of clients, from the starting the business has to know the kind of emotions it is trying to evoke.  In case any consumer gets the experience of frustration then the business and its employees have to be trained for converting the clients from the frustration into the desired emotions.  

By considering the feelings of clients, business can start managing the Hill wash and conditions, to the one that provides the values that had been given in the brand promise. Most of the businesses don't do this; rather they make the error of believing that client journey starts with the initial interaction with the business. 

At Amazon, the business managers try to find an effective way of finding out where and when the deliberate emotional experience can be created within the business design. This strategy gives an idea not attained with the general journey mapping strategy (Mitchell, 2017).  As the business most emotional journey that is there and the kind of situations that evoke emotions, then business can plan emotional experience that provides with the brand promise. 

Designing the Emotional Experience for Customer Retention

 The entire brands make a promise to the clients however it is from this has to be kept. It needs a deliberate design that deals with the rational aspect of experience along with the irrational aspect that is the emotional experience.  I am listen understands that this tension along these two aspects of the existing experience so that it knows the way of delivering not just a great procedure for the brand but also a great emotional experience for the clients. As Amazon does these things and is committed to create an emotional result which encourages the brand promise therefore it is able to make the brand loyalty and retain the customers.

The digital marketing is good philosophy and the concept of benefiting from marketing strategy from different markets is great idea. It saves the time and energy and make sure that there is a huge level of consistency which can be used by the business in market for anything. Therefore below given are the recommendations for the businesses where digital marketing needs to be applied:

• Clear segregation of what is to be driven worldwide and what has to be managed in a local manner:

By the global marketing strategy, it is not said that local strategy is missing and there are no market oriented plans.  This has to go in compliment with the global marketing.  It is also recommended that the business revise its market into different tiers (Zikmund and D'Amico, 2014).  Buy a tiered market, the businesses can look for the territories which can be potential for the huge returns. This way the top tier markets can get more firms, freedom like the business can study about the behaviour of the local users so that the same study can be used for product development information (Griffith and Hoppner, 2013).

Even though the worldwide and local areas of ownership different for every business Styles it is important that these areas are clearly defined so that there are no inefficiencies. 

• Understanding the local market requirements and developing a collaborative strategy: 

Usually global operations observed as an excuse to prevent the time utilisation for understanding the local cultures, the requirements of clients and their behaviours. Amazon has to understand that a UK-based client is usually different from US-based client or anybody located in Australia (Keegan, 2016). Therefore their living Styles, cultures and demands different and thus there has to be a different way of interaction with different locality. It is important that global campaigns and policies don't get utilised in a blanket manner, to all the global areas.  For this to businesses have to research the market and interact with the global teams with which it has to work. 

• Create and socialise worldwide marketing plan (Get feedback/review):

Recommendations

Once the business has set up relations and research the local markets, the worldwide marketing plans need to be set up so that this so the local needs.  The business has to socialise all the plans with the global teams and get their reviews with an assurance that there are no problems which hampered the business plan from operating in a few markets. When the business utilises a proactive approach then plans can be adjusted and revisited, in case of any issue. It will also permit the business to attain approval from the local colleagues.

• The successful digital experiences are not by chance but have to be designed:

The products that are not to be desirable when there after characteristics well with the values and preferences of the target market at an emotional stage. It is recommended that the online customer experience for related studied in fact promised experiences linked with emotional values and rational values.

Since the traditional marketing is utilised for the capability of reaching mass audiences. There are different approaches for which the traditional marketing can focus on particular demographics by the use of television channels, radios or business vaccines. But digital marketing can be utilised when even the smallest audience has to be targeted. It is also recommended that digital marketing is utilised so that even the tiniest audience can we focused for various things. The digital marketing also targets on expenditures of advertising so that the expenses are performed in the highly effective manner. The digital marketing strategy has to focus on "top or bottom line development, introduction of a new product line, educating clients and bringing visibility into the market.

 It is in the digital marketing is not simple. There are various complications and issues that can take the business of the track and prevent its success. There is one significant point for digital marketing that is: successful digital marketing has to be dynamic one with flexibility. It isn't quite difficult to market any firm online, and then also there are so many failures to digital marketing.  This happens because the people use the digital marketing for the first time, want to know and apply everything in one time. They want to utilise social media, Ad words, PPC, blogging, video marketing and all the types of digital marketing.  So it is recommended that rather than looking for the magic bullet of digital marketing, business must consider the way in which business model below prayed for them. The digital marketing has to be a part of the entire business strategy. The business owners have to carefully design the kind of business model that is needed.  Once in the business model is designed then the business has to get accustomed to do it before making any diversifications or experiments. There should not be overloaded information.  A carefully created did you tell marketing campaign would definitely lead to great outcomes.

The implementation, evaluation and control are very much needed into an online marketing plan and even if one is removed then the plan fails badly. In case anyone of these is removed from an online marketing plan then the plan will not be successful (Ferrell and Hartline, 2011). All of these three are important for the successful accomplishment of digital marketing acts so that businesses capable of achieving its strategic goals.

Strategy formation: in a digital marketing plan, strategy part explains how the business wants to attain its goals for use of Internet.  The implementation Park lays down the actual steps that business has to perform for achieving its Internet strategy. The implementation of the strategy is very important and a good strategy having bad implementation will not be useful for the business.  Similarly bad strategy with good implementation is just wastage of energy and effort (Cohen, 2006). Even though the implementation is great however when there is no strong strategic vision then the business cannot achieve its goals. So it is important that the online strategy and implementation are rightly managed for achieving the online working goals of the business.

Any wrong steps taken during implementation stage of the online marketing can plan can turn out to be very risky. Implementation is the application or execution or the real steps performed by the business for its promotion. These steps can be like acquiring of knowledge through any online activities like a lot of website, running an online advertisement, sending direct mails and all other steps. In case the implementation is not executed as per the planning then the business won't be able to retain its strategic goals. By the implementation stage of online marketing, it is assured that marketing acts take place in the appropriate time and in the right sequence (Mastorakis, 2011). 

Evaluation step of online marketing plan lays stress on evaluating the qualitative and quantitative factors which are linked with the application and strategy. The qualitative aspects involve the assessment of client satisfaction and the quantifiable aspects are those which can be calculated in number phones like the number of sales in a month or the number of clients reached. Why evaluation of the online marketing plan, the business can look at the data and examine if the business has been able to achieve it strategic goals from the implementation stage (Thomas, Housden and Thomas, 2011). In case it has, then the steps can be undertaken again for future accomplishment. And in case of non-achievement of the strategic objectives, changes have to be there for improving the performances and outcomes. 

Control is also important for the evaluation stage (Hanlon and Akins, 2012). The controls are rules that have been set up while creating the online marketing plan, and the benchmarks for assessing the way in which goals have been accomplished. Controls also at like benchmarks of objectives and provide the business with some things which can be aimed at. The controls might include the measures like online marketing share an online marketing budgets.

Conclusion

A great digital marketing plan removes the requirement of intermediaries and overhead expenditures. It also boosts their revenues to multiple times because digital marketing has a scope of reaching bigger number of audience. In this manner digital marketing make some businesses stop this line "that is revenues to be better and thus improve their businesses bottom lines that is the profits. This happens because there is reduction in cost and rise in sales revenue by the application of digital marketing.

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