Dr Phillip Kotler is the man in the marketing world. From textbooks to general discussions, he breaks it down for all to understand. Having used his textbook in my intro to marketing course and throughout my postgraduate studies, I always listen when he speaks… Here is Dr Kotler on the future of marketing….. I aspire to be as insightful in my journey
The BUS4074S course was a strategic and value adding process to my postgraduate management and marketing diploma. The world of marketing is changing. An online presence and the ability to market online has become a requirement for each marketer, rather than a specific skill an individual has to offer. The course gave me a holistic view of different tactics and processes on online platforms, while also gaining hands on experience through a live research project, and enticing guest lecturers.
The most important aspect taken away from e-marketing
There are two important aspects that I received from this course that will aid me in my future marketing career:
- Understanding how the world of marketing is evolving. Without marketing and sales organisations would not survive. Simple. However, how we market and sell has changed. It is no longer a message to the masses. But integrated, participation encouraging, and personal communication that requires a lot of time, effort and ingenuity. Promotion tactics are evolving, I as a marketer have learned this through BUS4074S and plan to keep up with trends… and set my own.
- I have learned the basics. I have created a digital marketing strategy for a real marketing firm (C6), and received vital insights on how to maximise various platforms potential. Such as Melody Maker, she provided her personal views for the future of marketing. While Riaan Carsten gave an in depth analysis of tactics such as search engine optimising, click per view adverts and other various online advertisings techniques.
Aspects I will research and understand further
There are two aspects I will definitely research and utilise in future (not that I won’t use other platforms). But factors that add a great deal of value to my marketing future is google analytics and pay per click advertising. These two digital marketing tools are key for success and go hand in hand.
Aspect of course I found least useful
If truth be told, there was one aspect I did not particularly enjoy about the course. The peer assessment format of tutorials. I do understand the concept of learning through others and building a community in class. However, the process was flawed somewhat in terms of fairness and consistency.
All in all, I enjoyed the BUS4074S course. It added a lot of value to my education. Another step in my journey. Most enjoyable. Thank you.
I found this video interesting. Marketing for the future:
Now that I am fully educated and possess some experience in the realm of digital marketing (compounded with my postgraduate diploma in management and marketing from the University of Cape Town), I am ready to enter the world of marketing and strategic business decision making. Please click here for my CV.
Infographics may be a useful assets when trying to generate awareness amongst a desired target market. The graphic part attracts attention, while straight forward and ‘to the point’ data is easily read. Creating my own infographic for Hello Compute was an interesting and rewarding task. By actually engaging with the task, I got to see the value in infographics and how to create them. The process was time consuming, but my graphic turned out quite alright.
As part of a digital marketing strategy, infographics may be used as a tactic to create informed awareness. As consumers are inundated with messages, the infographic provides a quick and clear way in which information may be presented. The medium is also relatively new, and a trendy concept to be a part of. Hello Computer may involve infographics within their digital marketing strategy.
Completing a sound key strategic digital strategy is how brands may achieve their goals. There are certain questions, and steps or procedures in order to create and implement a digital marketing strategy. These will now be discussed:
Procedure to follow & Questions to be answered:
Questions to be first asked allow for a context analysis for which the brand is operating. PESTLE may be used as well as Porters five force analysis. The context answers questions such as ‘who is your brand’ and ‘why does the brand matter in this context’? The context also provides all needed information about the market, its players and future trends.
- Value exchange
This step of the process answers ‘what unique value the brand or organisation offers to the market’? It allows the brand to get an idea of supply and demand. Furthermore, it shows what extras that Brand offers. In terms of Hello Computer, other than services offered, the brand has the value of highly valuable data.
Objectives is spilt up into four key sections, objectives, tactics, key performance indicators and targets. All these sections need to be addressed with regards to the target audience. Hello Computer has the SMART objective to increase awareness and participation in the digital market, in order to increase their marketing practices.
- Tactics and evaluation
Tactics is how it will be done (communicating a message). An infographic is a tactic that Hello Computer may continue to use, done so on the platforms of email campaigns or social media. Hello Computer needs to constantly evaluate their progress in order to determine the success of the strategy.
- On going optimisation
If the strategy is evaluated and needs adjustment, Hello Computer must act swiftly and aptly. For example if the infographic is found not to be gaining awareness on social media. Tactics may be changed to use online advertising. Brands need to be ready for constant change to address the consumer journey. Strategies therefore need to be optimised and modified as the brand continues
I am currently a postgraduate marketing student participating in a BUS4074S E-Marketing exercise, to assess my digital footprint.
Upon searching for myself on the internet, I was surprised to find a different Dylan Whiley, from another continent, had taken up a vast majority of the google suggestions. My digital footprint is still relatively small, but pros and cons can be seen.
Positively, my internet reputation can be seen as neutral, seeing as there is only a Facebook page to access, which shows me in good light. Negatively, I have no stronghold on the internet. Through BUS4074S I aim to rectify this in a strategic way, to enhance my prospects as a future leader and professional.
I have been an active internet user for a sizable portion of my life. I have contributed to the platform through social media and the occasional comment on a news site or political blog. Social media, is seen as a representation of the page owner, and reflects on me as an individual.
Upon searching for my Facebook page, it was also bundled with Dylan Whileys across the internet, but could be seen. I have set strong privacy settings on my account, so that only my online friends can view the content. I have tried to keep my Facebook material user friendly, mature and professional. It is common knowledge that prospective employers search potential candidates, and if Facebook is the only information about me, I need it to be relaying the correct message.
However other social media was not readily available, such as an old twitter account, and my current LinkedIn profile and WordPress blog. I was rather happy to see that my twitter feed was not accessible, as I deleted my account about two years ago and it was merely used for social purpose and interest.
On the flip side, I was disappointed that my LinkedIn profile was not readily available. I have spent some time compiling my LinkedIn profile, which has access to all information prospective employees would need. My first task will be to make this profile more readily available.