Analysis on a marketing news story which has appeared in 2013 Essay

Analysis on a commercializeing news story which has appe atomic number 18d in 2013 - Essay ExampleThe review of the article reveals that the connection wants to introduce digital merchandising as a means of targeting its customer base in the United States. Analysis P & G, like its other competitors, has been quest a combination of traditional and innovative merchandiseing strategy for its products. However, keeping in view the market data and research findings of changing trends in consumers lifestyle, the management has decided to adjust its strategies accordingly (Serena & Vranica, 2013). After interlingual rendition the article, it is inferred that the company is planning to spend more than on online marketing activities of its products, owing to the fact that a broad number of Ameri arouses are expected to prefer spending more time on the internet earlier than watching television. This shift in the consumers behaviour has in turn influenced P & Gs marketing experts t o focus more on digital marketing concept (Serena & Vranica, 2013). The digital marketing concept, which involves the use of internet and mobile as a marketing channel, has been considered by the company as a replacement of its marketing campaigns on television (Ryan & Jones, 2012 Hoffman & Novak, 1996 Egan, 2007). The fact that digital marketing is cheaper and, with consumers spending more time on the internet, is more targeted, the company has aimed at spending one third of its total budget for marketing on the online advertising and marketing campaigns in the United States (Serena & Vranica, 2013). The decision to switch from television and other traditional marketing carry to internet and mobile can be viewed as an intelligent one, since the marketing mix for the company can be developed in a more prudent manner (Ryan & Jones, 2012). As for instance, by marketing its products online, the company entrust be able to target its customers and inform them about products in a ofte n more convincing and effective manner. Moreover, it will be possible for the customers to obtain information as per their several(prenominal) needs, because the review of literature pertaining to digital marketing suggests that internet is an interactive marketing strong suit and is considered as a many-to-many model, in comparison with traditional one-to-many marketing channels (Silva & Vassiljev, 2011 Ryan & Jones, 2012). According to Hoffman and Novak (1996), internet as a marketing medium is a proficient means of communicating and advertising a product to target customers. retentivity in view the concept of merge which is defined as a process of optimal flow by Csikszentmihalyi (1990), Hoffman and Novak (1996) state that when in flow in a particular Web site, a consumer will be more likely to remember the brand name, feel good about the brand, and be more likely to return on a subsequent occasion. (p.2) These attributes of internet as a marketing medium have been taken into consideration by P & Gs marketing team, and in this view the Chief Executive of the company has stated that, digital is incredibly effective, and were doing more (Serena & Vranica, 2013). The fact that there are some brands of the company, such as Tide and Pantene (Serena & Vranica, 2013), which have lost their respective market shares, and as a consequence the company has decided to introduce innovative strategies that may lead to capturing a significant market share in the United States. In addition to this, it is also pertinent to mention here that the companys Chief Executive regards this strategic move of the