Digital Marketing is a Concept Used to Refer to Advertisement - Management Assignment Help

Assignment Task:

Task:

Brand awareness

Digital marketing is a concept used to refer to advertisement that includes consumers utilizing the electronic device such as laptops, smartphones, and tablets. 28% of advertisers have reduced their advertising budget in order to re-allocate more resources to digital marketing (Gartner, 2013). Many of the marketing tools and techniques that have been applied in recent years and decades have been targeted at retail marketers, but the change in the field is either as a primary or complementary marketing approach towards direct marketing (Kotler and Armstong, 2011, 496).

Rossiter and Percy (1987) have described brand awareness as an aspect that constitutes the basic phase in contact between the companies and the consumers that must take place before any other steps in that process. In this sense, brand awareness is the key element which impacts the consumer's actions and forms the consumer's brand preference. There is no any purchasing choice if there is no brand awareness. For a consumers, there are multiple choices on the market that serve a comparable need, the aim of brand awareness is to have the very first communications with the consumer and to ensure that after the first interaction the brand is still on the consumer's mind. Brand awareness does not mean just recognizing or having seen the brand name before, but instead it means that the consumer may relate the brand name, brand logo and related connotations in the consumer’s mind.

In recent years, the use of digital marketing tools has become increasingly prevalent. A lot of companies focus on the organized and strategic use of digital media communication tools in order to achieve a competitive advantage in the market and that they mostly use the digital marketing tools to increase their company’s brand awareness. The main benefits of the digital marketing that can affect the brand awareness are that is a thousands of people at the same time utilizing the popular sites, resources, and applications  like Facebook and Google (CVA, 2017). The transition in the marketing industry to digital marketing is seen every year, and the future of the sector is formed by all the different growing channels and resources.

In regards to developing a brand awareness, which can conclude that the companies with a consistent identity build confidence which can lead to desired identity selection and even demand for the premium prices (CVA, 2017). An effective brand awareness which enables the companies to create consumer groups around them and gain valuable data, opinions and feedback on the company. A clear brand not only helps the company in the form of sales or customers, it also provides a better direction in the recruiting process and gives the employees a community like environment with specific organizational goals.

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