Digital Marketing Effectiveness

Question

Description

You should then take time to read the responses of your classmates.  Select one classmate, reply to the post and challenge the response.( below post).

I enjoyed reading the article and found it really insightful in regard to the different types of digital and experiential marketing. However, there are many aspects of the article which I do not think we could rely on due to the types of data recorded. First, only 10% of attendees were analysed. Of those attendees, 66.7% were from Hong Kong (Chui, 2018, 34), meaning that we would be unable to generalise the results. Additionally, the article was based on a wine tasting festival, this again would make it difficult to generalise and apply the results to other festivals in the hospitality and tourism industry, such as music festivals. However, the article did demonstrate a good gender balance, recording 51.4% male attendees and 48.6% female attendees (Chui, 2018, 34).

Chui (2018, 36) found that the most effective digital marketing channels for them were word-of-mouth and search engine. I think in recent years digital marketing has changed the ways that brands are able to reach their target markets. Hudson et al., (2015, 69) explained that companies have embraced social media as it has huge potential for engagement with their consumers. Additionally, marketers can gain consumer insights from social media and create brand loyalty (Hudson et al., 2015, 69). Ryan et al., (2020, 48) identified that social media is a progressively valuable part of brands engaging with consumers.

Yazici et al., (2017, 172) defined experiential marketing as creating emotions for participants as it allows them to escape from reality. I completely agree with this statement. I myself am an avid music festival attendee, and the one thing I think the big festivals do exceptionally well is being able to create an alternate experience for their attendees. Experiential Marketing (2008, 24) explained that for experiential marketing to be successful, brands need to enhance an attendee’s positive mood. Furthermore, if a consumer associates’ positive emotion with a brand, they are more likely to develop brand loyalty (Experiential Marketing, 2008, 24).

the responses should be approximately 300 words in length.