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Marketing in the digital era - Essay Example

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Marketing in the digital era

Employing effective marketing mix, competitive positioning and a wider media strategy are vital. Marketers can think and utilise these strategies in achieving successful business performance. The researcher analysed the way marketers can employ a marketing strategy that meets the expectations of customers. The marketing strategy can also provide marketers various advantages including increased financial savings and continuous engagement with customers. Marketers should focus on a strategy that can enable them to increase their financial savings and maintain their position in the competitive market. The researcher examined the way marketers can differentiate products and add value to their products. They should understand the effective distribution channels and media services effective for communicating about the available products in the market. Lastly, the essay revealed the way employing CRS model, segmentation strategy and understanding the need for cultural change are crucial. This is because they will enable marketers to maintain their position in the market. This is because resources are scarce; thus, the marketers may end up losing opportunities in case they mismanage the resources. Barney (1995, p. 42) asserts that an industry can defeat their rivals in case it can only create a difference that it can sustain. This is through employing an effective marketing strategy that can enable them to achieve a competitive advantage....
Electronic marketing is increasing because marketers want to achieve a competitive advantage in the competitive marketing cross the globe (Ataman, Berk, Harald and Carlf 2010, p. 871). Online marketing has become commonly used in marketing of brands; thus, marketers should change their ways of thinking and acting in order to maintain their position in the competitive market. Marketers should employ effective marketing mix and expand their brands beyond the media mix in order to widen their commitment with consumers. The wider media strategy and competitive positioning strategy are effective because they provide marketers various advantages, which include increased financial savings and continuous engagement with customers. In the marketing digital era, marketers should focus on a strategy that can enable them to increase their financial savings. Resource based view of the organisation is one of the ways that can enable the firm to utilise the scarce resources effectively in achieving their demanding goals (Fahy 2000, p.98). Organisation attributes include resources and capabilities vital for achieving a competitive advantage. Therefore, marketers should utilise them effectively in order to maintain their position in the market. This is because resources are scarce; thus, the marketers may end up losing opportunities in case they mismanage the resources. Barney (1995, p. 42) asserts that an industry can defeat their rivals in case it can only create a difference that it can sustain. This is through employing an effective marketing strategy that can enable them to achieve a competitive advantage. Marketers should understand that an effective strategy is built on process; thus, they should design marketing strategies basing on the available ...Show more

Summary

The essay provided a brief introduction on the way marketing in the contemporary society is undergoing a rapid change in the digital era. The researcher analysed various marketing theories that many organisations can employ in achieving a competitive advantage in the competitive market. …
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Marketing in the digital era essay example
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