Understanding Digital Marketing Consumers

Question: Discuss about the Understanding Digital Marketing Consumers. Answer: Introduction The recent growth in digital marketing is improving the usage of the digital devices. The business companies are restructuring their marketing analytics in order to achieve successive platform in this competitive market (Jrvinen Karjaluoto, 2015). The study highlights the digital marketing processes maintained by Abt Electronics, which is one of the most successful family business based in Chicago (Abt Electronics, 2017). This single-location business sells the electronics and appliances to the customers. In fact, the company has the online presence through which it receives the significant supports from the digital customers. Apart from the online presence, the company even has a beautiful store with tremendous selection. Justification for Customer Analytic The company is much concerned about the high quality customer services. Abt electronics is always connected to the customers through e-mail and social channels. Moreover, the company has been paying attention to the programmatic process to improve the quality of the services. Apart from this, the company is paying the attention towards more innovative processes to create the customer buzz in a significant way (Abt Electronics, 2017). The company has tied up with the federal government in selling the appliances. It is notified that the customers would receive $6.5 million in rebates in purchasing of Energy Saver appliances between 15th April to 25th April (Abt.com, 2017). This rebate from the federal government is the unique strategy that the company has been utilizing for satisfying the customer base. The company is thus now focusing on establishing some of the marketing objectives that will be beneficial for strengthening the brand identity in the digital market. Marketing Objectives The company has set several marketing objectives to ensure the strengthened and competitive position in the digital market. The company is introducing the high quality electronic apparels for the digital customers based in US. The major marketing objectives set by the company are as follows: To create a greater brand awareness of the electronic apparel To achieve almost 10% of the customer base in a year To ensure almost 5% of the market share for one year The marketing objectives is focusing on the specific, measurable, attainable, realistic, and time bound process to accomplish the determined goal (Holliman Rowley, 2014). The objectives are specified below: S- Specific This is specific because 1) The business needs to introduce the quality product to enhance brand awareness 2) The business can achieve the customer base by providing high quality electronic products. M-Measurable This is measurable because 1) The supports from the customers will enhance brand awareness 2) The customer would prefer to purchase the quality apparel that will reach up to 10% in a year. 3) The involvement of the customers would help in achieving 5% market share in a year. A- Attainable It is attainable because 1) The quality product can enhance the brand awareness. 2) The customers would prefer to purchase high quality apparel through digital market 3) It will increase the market share if the costs will be incurred. R- Realistic It is realistic because 1) Brand awareness can strengthen the business position. 2) Quality parameter of the products will enhance customer base 3) The supports from the customers will increase market share as well T- Time Bound It will take one year to achieve these objectives. Table 1: SMART Objectives (Source: Created by Author) Tactics and Implementation The company has been concentrating on implementing such objectives by providing the customers extra benefits. For example, involving with the federal government is useful for the company to provide a particular amount for the Energy Saver appliances. This strategy is unique in compare to other digital electronic companies. The customers even can receive the electronic goods with proper warranty period. The company will also focus on the shipping process for delivering the orders on time. Achieving the customers satisfaction rate will help the business to increase the market share. References Abt Electronics, (2017). !company_name! | Company Profile from Hoovers. [online] Hoovers.com. Available at: https://www.hoovers.com/company-information/cs/company-profile.abt_electronics_inc.a18d8f32e73aa4ed.html [Accessed 18 Mar. 2017]. Abt.com, (2017). Customer Experience at Abt Electronics. [online] Abt.com. Available at: https://www.abt.com/about/news/mediapost_051310 [Accessed 18 Mar. 2017]. Holliman, G., Rowley, J. (2014). Business to business digital content marketing: marketers perceptions of best practice.Journal of Research in Interactive Marketing,8(4), 269-293. Jrvinen, J., Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement.Industrial Marketing Management,50, 117-127.