Reflective Report

This last post will reflect on the past 10 weeks of the digital marketing unit.  It will look back and provide a critical reflection on topics covered; social media and PR.

Looking back at the topic of PR as a form of digital communication strategy, public relations for any business serves the function of firstly establishing and maintaining a positive brand image and reputation.  Public relations original channel of distribution was through the forums of the press; however digital marketing has now become the dominant method.  It allows for quick and direct communication between business and consumer.  With this in mind PR has indeed changed the way we communicate.  All these changes have had a profound effect on the communication of organisations and professionals, regardless of their size.  Public relations are now seen to be the field of communication that is best suited to deal with this changing communication landscape, (Public Relations Online, 2012). 

An example of an effective Public Relations campaign as posted in one of my blogs, is the ‘Kony 2012’ campaign.  I have taken a great interest in this campaign as it had a worldwide impact literally over night.  The video provided highly successful exposure for the ‘Invisible Children Campaign’ which achieved 74 million views in just one week, (International Business Times 2012).  It was so effective it reached newspaper and television headlines.  Looking back at the impact the viral video had on the world gives us an insight into just how effective the digital communication world can be.  It caused a massive up roar with the public, charities and the press.

Furthermore, focusing on the effects of social media, digital marketing has created a major shift from traditional marketing methods.  It now allows the world to communicate through various forms of social media such as Facebook and Twitter.  I strongly agree that it is an effective form of marketing as it allows companies to interact directly with the public quicker than ever before.  According the Independent (2011), companies are increasingly ‘hitching’ themselves to social networking sites.  It has become necessary for retailers like Topshop and River Island to use methods of social media, mainly to increase their levels of customer service.  Topshop is the most followed retailer in the UK with 1.3 million fans of social network sites. 

However, with all the free advertising come complaints, as companies now constantly have to be on ‘damage control’.   Considering Topshop and River Island have the highest amount of followers, they were both amongst the top 10 worst in dealing with customer queries and complaints, (The Independent 2011).  This then raises the question of why companies such as River Island and Topshop even bother to use online marketing methods such as social networking if they do not challenge or resolve public condemnations.  The public’s opinion could sway current or prospective customers against them.

Further research states that many businesses are busy establishing social media profiles on social networks such as Facebook and Twitter, but research has found that only 13% of social networkers use them to find out more information about a particular brand, (Mintel 2011).

Blogging is now seen as the new form of social media, with businesses now tapping into the rise and the potential influence that blogs have on consumers.  It has been interesting to see just how many organisations now include blogs on their online portfolios.  I believe it is an effective marketing tool, as it is way of relating to consumers on a personal level. 

Taking this into consideration, to conclude it is clear to see that digital marketing is essential for any organisation.  It is an extremely influential marketing tool to gain direct exposure with any target market.  

Through the 10 weeks of blogging I believe that online marketing is now becoming more elusive than traditional methods.  Digital media has created exciting new opportunities for companies to target specific markets more effectively.  Furthermore Social media and PR are essentially the strongest forms of communication in the world today.  They both create such influential methods of how I, as a consumer perceive things. 

Before being introduced to Digital Communication Strategies through my University course, I had never paid particular notice to just how much of an impact digital marketing can potentially have.  It is an experience that has given me a deeper understanding into the digital marketing era, and the effects that blogs have with the public.  With marketing being my potential career path, researching and creating weekly blogs has enabled me to broaden my abilities and gain insight to how the world of marketing is rapidly developing.  

Blog References:

AdAge., 2010.  Celebrity Endorsements Still Push Product.  Advertising Age.  Available from http://adage.com/article/cmo-strategy/marketing-celebrity-endorsements-push-product/146023/ [Accessed 20^th April 2012]

Clark, N., 2011.  Corporate Britain Joins the Social Network.  The Independent.  Available from   http://www.independent.co.uk/news/business/analysis-and-features/corporate-britain-joins-the-social-network-2336922.html [Accessed 2nd May]

Creative Media Online., 2012.  The Rise of E-Commerce.  Creative Media Online.  Available from http://www.creativeonlinemedia.com/blog/the-rise-of-e-commerce/ [Accessed 5^th April 2012]

Dutta, B., 2011.  Sales and Distribution Management.  New Delhi:  International Publishing House. 

Expand2Web., 2012.  How to Defend Your Reputation From Sites Like Pissed Consumer.  Expand2Web LLC.  Available from http://www.expand2web.com/blog/how-to-defend-your-reputation-from-sites-like-pissed-consumer/ [Accessed 25^th April 2012].

Freeman, A and Ford, K., 2009. The Influence of Digital Communication on Consumers Attitudes to Brands.  Harris Interactive.  Available from http://www.harrisinteractive.com/vault/HI_UK_Paper_ConsumersAttitudesBrands.pdf [Accessed 10th April 2012]

Google Wallet., 2012.  We’re Building a Better Wallet.  Google.  Available from http://www.google.com/wallet/what-is-google-wallet.html [Accessed 12th April 2012]

Heing, D., 2011.  The Decline of Email and the Impact on Online Survey Respondents Availability.  Market Tools.  Available from http://www.markettools.com/blog/decline-email-and-impact-online-survey-respondent-availability [Accessed 27th February 2012].

Jones, M., 2012.  Joseph Kony 2012 Now Most Successful Viral Video in History. International Business Times.  Available from http://www.ibtimes.com/articles/312895/20120312/joseph-kony-2012-campaign-viral-video-history.htm [Accessed 2nd May 2012]

Kollewe, J., 2012.  Up to 40% of High Street Shops Could Close Over Next Five Years.  The Guardian.  Available from http://www.guardian.co.uk/business/2012/mar/20/high-street-shops-close-deloitte [Accessed 29th March 2012]

Kony2012., 2012.  Invisible Children.  Kony2012.  Available from http://www.invisiblechildren.com/about.html [Accessed 2nd May 2012]

Marketing Terms., 2012.  Blog Definition.  Organized Shopping LLC.  Available from http://www.marketingterms.com/dictionary/blog/ [Accessed 21^st February 2012] 

Miller, C, et al., 2011.  Word Press For Dummies.  Indiana: Wiley Publishing Inc

Mintel. (2011). Social Media and Networking - UK - May 2011. Mintel. Available: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=545141/display/id=545141/display/id=579322#hit1. [Accessed 2^nd May 2012].

Pride, W, and Ferrell, O.C., 2012. Marketing.  USA: Cengage Learning WebTutor

Public Relations Online., 2012.  Facebook or Your Own Community.  Public Relations Online.  Available from http://www.publicrelationsonline.eu/ [Accessed 2^nd May 2012]

Thach, C., 2010.  How Retailers Are Using Social Media To Promote, Sell and Engage.  Sparxoo Agency.  Available from http://www.sparxoo.com/2010/06/08/how-retailers-are-using-social-media-to-promote-sell-and-engage/ [Accessed 21^st February 2012]

Wild, C, et al., 2011.  Electronic and Mobile Commerce Law.  Hertfordshire: University of Hertfordshire Press

 Zoom Panel., 2012.  How it Works.  Survey Monkey.  Available from http://join.zoompanel.com/zoompanel/index.php?menu=How+It+Works [Accessed 6^th March 2012]