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

Analysis on a trade news story which has appeared in 2013 - Essay ExampleThe review of the article reveals that the confederacy wants to introduce digital trade as a means of targeting its customer base in the United States. Analysis P & G, like its other competitors, has been hobby a combination of traditional and innovative marketing strategy for its products. However, keeping in view the market data and research findings of changing trends in consumers lifestyle, the instruction has decided to adjust its strategies accordingly (Serena & Vranica, 2013). After reading the article, it is inferred that the company is planning to spend more on online marketing activities of its products, owing to the fact that a enormous number of Americans are expected to prefer spending more time on the net profit rather than watching television. This shift in the consumers behaviour has in turn influenced P & Gs marketing experts to focus more on digital marketing concept (Serena & Vranica, 2 013). 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 advert and marketing campaigns in the United States (Serena & Vranica, 2013). The decision to switch from television and other traditional marketing channels 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 will be able to target its customers and inform them about products in a much more convincing and effective manner. Moreover, it will be possible f or the customers to obtain information as per their respective needs, because the review of literature pertaining to digital marketing suggests that internet is an interactive marketing moderate 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 communication and advertising a product to target customers. Keeping in view the concept of persist 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 grass 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 regard the Chief Executive of th e 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 admittance to this, it is also pertinent to mention here that the companys Chief Executive regards this strategic move of the