The purpose of the assignment is to focus on the select product is the Lego and the target market would be India and the audience would be children and their parents. The focus would be to offer the product and integrate the digital marketing principles, that can integrate the technology with the achievement objectives. The goal is to understand the market response for the offered product to the market that would help to incorporate the digital marketing principles and also help to access the technology that can achieve their objectives (Saura, 2017). The strategies which are used are Social Media Marketing, includes Search Engine Optimization along with Email Marketing (Patrutiu-Baltes, 2017).
The product is chosen as Lego and then it has to be made popular in a country like India, through digital marketing. It can be done with either using the popular keywords that surround the advertisements of the Lego products, ice new product, kids product, rabbit speaking, etc. and then it would be popularized by using it in the campaigning and the social media. The more keywords are used which are unique for example the "Lego Movie" "Children Movie-Toys" etc., can be used alongside the promotional campaign and while advertising it (Saura, 2020). The Lego movie has shown the social issue of the transgender couple is shown, with the hope to change the thoughts, perception of the people, and to educate about the communities (Todor, . As it is the kids' movie, there can be resistance from the parents, who can protect of the social issues, but by putting it in the children movie, is to identify the acceptance and to popularize the idea, that the LEGO products seek the social issue and they would community benefit (Herhausen, 2020). If the social issue is accepted, automatically the product would be more popular and it would be more in demand that would help to generate the larger share. As every kid and their parents, would be part of the social issue wave and the trend, that has been popularizing in the social media, it would automatically believe, that by buying the product, they are doing a social cause for the product. The campaign also references about climate change along with showing the transgender couple to inspire the future generation to change their outlook.
The digital technologies impact on the organization is that they would experience an increase in the demand for the product, due to high popularity and even there would be increase website visitors. As more the visitors land on the company website, more chances would be there to our chase the certain product and associate with it. For example, if the transgender toys re the most popular, they would be demanded higher by the children and their parents. On the market, it would be an easy penetration within the market and the Indian existing toy industry would have the new competitor. Digital marketing just requires a new trick and idea to be sold and traded within the market. Digital marketing is a popular way to attract the new audience and even associate with the ideas (Hanlon, 2019).
In diverse contexts, as India is a large country and reaching out to every user whether through the door to door marketing or by the television, would be tough, as not only the traditional models are most costly, but using the digital media would be cost-effective (De Pelsmacker, 2019). The product popularity would be linked with the keywords and based on the consumer's preferences; automatically the algorithms would be set that would more popularize the product. The business decision making in planning would be a smooth transition and it would be targeting the internet based on the popularity. As social media and the internet presence has allowed the global trades easy, so traditionally undergoing the model would be costly (Confos, 2016).
The theory of the digital media uses the marketing similarities to traditional, analog channels and then boosts the social media. Lego product in India market, with the target audience of children can be popularized as follows-:
Affiliate marketing – To use the marketing with the online platform, easy and reliable that could protect the product and target the publishers, websites to increase traffic. Initially, the strategy can be adopted, then gradually moving to full fledge.
Display advertising – The same advertisements can be then written in blogs, networking sites, within the interstitial ads, contextual data, over the search engines, to focus on keywords.
Email marketing – It is an effective way to connect with consumers, by taking emails from the superstores or online tools, to maximize outreach and using appealing language (Confos, 2016).
Search engine marketing – It is an effective way to promote affiliate marketing and to increase traffic that would focus on improving the visibility in search engine results pages (SERPs) that can be done through paid advertising. It would be an increase in the pay per click (PPC) listings.
Social Media Marketing – To use the media channels (Facebook, Twitter, Interest, Integra, Google+, etc.) and popularizes the product and marketing.
Social networking service – By using the random keywords and then popularizing keywords such as “toys”, “internet toys”, using it with the internet and on social media platforms, it helps to strengthen the social networking services (Herhausen, 2020)
In-game advertising – Using it within a digital game, placing ads, and using it in the campervans, would popular the product. Within their game, with the type of game, technical platform and using it with the 3-D and 4-D technology, can actively involve
A well-structured communication, such as using the popular campaign, promoting an idea, such as Lego with the social issue and then popularizing the idea. By focusing on the keywords, then promoting through SEO, SEM, and other ways of digital media, video advertisement, and popularizing on social media.
Digital marketing is defined as the key product marketing or services, that could use the technologies related to the internet, social media, and even while popularly using it within mobile phones, integrating the digital medium. As compared to the traditional methods, the digital methods are more popular, then compare to traditional marketing methods like print, billboards, and TV that is also data-driven. To popular and to use the wide campaign reports that could access the comprehensive data analysis.
Confos, N., & Davis, T. (2016). Young consumer-brand relationship building potential using digital marketing. European Journal of Marketing.
De Pelsmacker, P., Van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55.
Hanlon, A. (2019). Digital marketing: strategic planning & integration. SAGE Publications Limited.
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276-290.
Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Key, T. M. (2017). Domains of digital marketing channels in the sharing economy. Journal of Marketing Channels, 24(1-2), 27-38.
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 61.
Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital marketing environment with KPIs and web analytics. Future Internet, 9(4), 76.
Saura, J. R. (2020). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 51.
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