What are the Latest Trends in Digital Marketing?

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Из курса от партнера IE Business School

Marketing Mix Implementation Capstone

39 оценки

IE Business School

Marketing Mix Implementation Capstone

39 оценки

Курс 5 из 5 — Specialization Marketing Mix Implementation

After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix. Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.

Из урока

Integrated marketing communication decisions and final deliverable

During the final week of this capstone project you will consider the intergrated marketing decisions of Tesla and its new Model X. In this week, in addition to the regular assessments, you will also be required to prepare a final presentation - this will be structured around the Marketing Mix and will include new decisions that you will need to make about the Model X.

Communications Objectives6:33

What are the Latest Trends in Digital Marketing?3:05

Consumer Decision Making Process8:17

Determining Marketing Communications Budget6:38

Alternative Marketing6:06

Познакомьтесь с преподавателями

Ramon Diaz-Bernardo
Associate Professor
Marketing

[MUSIC]

Data indicate that the global investment in digital advertising grows, on average,

10% each year.

In regions such as the United States, Europe, and Latin America,

this number triples.

Companies, in order to survive in this scenario,

need to be aware of the key threats.

Today its impossible to talk about digital trends without mentioning

technological innovation.

It plays a fundamental role in a brand's success.

Still, we're not limited to technology.

We need to explore behavior trends in the digital environment, as well.

For example, Snapchat is changing our hyper-documentation to

a seize-the-moment behavior.

Contents last 24 hours and create an urgency to consume it.

Digital marketing is going to take the leading role in the communication needs

of brands.

And here are some important points to make your project a success.

Websites need to be responsive.

They should automatically fit in any screen.

It is extremely relevant to have content that fits the user needs,

not the opposite.

Customers have millions of options to any subject they search on

the digital environment.

And those who do not respond quickly to customers' interests will lose them.

Being accessible to everyone and every screen is fundamental to reach and

retain customers.

Effective and personalized communication.

Around 75% of customers feel frustrated

when search results do not directly match what they are looking for.

First, we need to make sure that people have access to our information quickly

and correctly.

Relevant and meaningful selection of keywords will increase the accessibility

of our information, easing the process for our customers.

Additionally, personalized communication helps keep the interests and

attention levels of the customers higher.

Many companies such as Spotify and

Pandora allow customers to create personalized playlists, and

e-commerce websites such as Amazon provide a personalized shopping experience.

Heavy websites and apps won't survive.

Content is very important.

However, it has to be complemented with quality in the transmission and

navigation.

Usability, design, and visual communication are the keywords for

success of digital brand communication.

To differentiate ourselves from the cluttered environment of the digital

world, we must offer our customers a very pleasant experience so

they will remember us in the future.

Interaction.

Today, companies no longer engage in one-way communication.

They create dialogues, exchange ideas and information.

To attract customers and involve them into the dialogue is incredibly important.

Companies who can manage to make their customers feel like they're co-creators of

the brand will be much more successful.

[MUSIC]

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