Good Digital Marketing Research Research Paper Example

Introduction

The motor industry is a merger array of different smaller engineering outfits of motor vehicle as the final units of production; there has been a constant emergence of firms that specialize in the production of motor vehicles. Nissan, Ford, Mercedes, Volkswagen, Landover, and Toyota are some of the most notable brands that are on the market today. The motor the evolution of digital technologies in the last 5-8 years has reorganized the business processes as a result of the great strides that have been realized in the field of information technology. Firms like Nissan have had it much easier, and things can only get better. For instance, Nissan has a direct link to its clients, and there is no longer the need to have a person linking the company and the client. The client can directly contact the company and request or suggest anything needed. The client is also able to get the information right from the company’s website and other agencies of the company with a lot of ease. Through administering online questionnaires, the company creates one of the most common car brands that people like to buy. This kind of information means that they can use this type of data collection technique to their advantage. In the same questionnaire, information about the gender of the clients, their ages, their attributes and all the beneficial information to the car manufacturer is given. Before the era of digital technologies, it was very tedious to collect this type of information. In the current era, an online questionnaire is used to gather the information and data analysis tools applied to make the data meaningful. In the case of the data gathered in the attached questionnaires, the senior management of Nissan Motor Company can use to map a proper strategy for the company. For example, the management can be in a position to figure out the most common age bracket that buys their vehicles. The age bracket, which buys their vehicles most, has to have a certain taste or attributes and with further research, them can be able to meet these demands and maintain these clients.

E-commerce marketing and email marketing

Throughout the 21st century, the various motor vehicles industries have brand of cars has had an average annual sale of over 6 million cars annually, in the last 8 years. In the last decade, the companies have a combined output of more than 40 million units all these are attributed to the digitalization technology. The fete makes the motor industry one the leading industries in the world (e-marketer). For instance, Nissan has continued to develop new ways of creating their cars and new marketing techniques to connect with their audiences. Some of these campaigns are for promotional deals, rebranding, international expansion, new products, or advertisement purposes (Renault, 2003). Nissan first introduced their first batch of outbound vehicles and forklifts in 1965. They were much more affordable that their competitors and they were able to sell a combined total of 26,777 units in their first year of business. Additionally, apart from Nissan, other major automobile companies us the digital animation technology for marketing their cars and other motor equipment.

Use of open-source software for communications and marketing

The motor industry was able to change their patented Computer Aided Design software to something that was more globally available software package. The companies that have spearheaded this shift in the software that are applied in marketing and communications Toyota and Nissan. The move to change the software was initiated by the senior management for they had come to appreciate the many benefits that are associated with the use if a component that is being used by many. The best software that is used nowadays is based on the open-source code. Open source code means that the code can be changed to fit individual needs. Toyota and Nissan’s ability to adopt this is something that will continue giving them and edge in the business.
The current trends and dynamics on production, selling, and marketing aspects depict the need to develop strategies that suit the respective entities encompassed. Nissan is a trendy business that seeks to sell cars at malls and online. The business is built around the value and belief in the provision of efficient automobiles and commercial vehicles that are meant to fit the diverse needs. Through incorporating the respective adaptability factor, Nissan Company seeks to cater for the consumers that require special needs. These needs include; the rough terrains, the posh cars for the wealthy and commercial vehicles for business. The other needs that the company caters for base on the consumer’s needs, tastes, and preferences based on specialization notion. Nissan believes in the customers’ ability to feel satisfied each time they use a Nissan manufacture automobile. This comfort and satisfaction have to be based on the specially made range of product that fit the client's taste and that which offers a more personalized taste compared to those of the competitors. The main objective of Nissan is to offer nature back through nourishing our environment. Preservation of nature follows the provision of respective customers that purchases our products with more nature safeguarding strategy such as offering an environmentally friendly machine that consumes less and saves the clients a lot in terms of fuel. The future developments and the growth of the company seek to develop a conservation fund programs where a certain percentage of our profits will be channeled to the programs.
Today, Nissan offers several different classes of motor vehicles, and they are all different, shapes, sizes, and colors. The cars are in about 100 countries making Nissan one of the world’s top-selling motor brand at the moment (“Fact Sheet: Nissan 80th Birthday, A Global Brand of the World’s Favorite Motor”, 2008).
The report on Nissan is the undertaking to find a significant piece of well informative that will give the senior management an insight into the digital technologies impact on the automotive industry. The report on this research and recommendations is to be written purposely for the senior management so that they can use the information to steer the company forward.

Evolution of Digital Technologies relevant to the Target Audiences

The senior management at Nissan has had to overhaul their way of running the company most especially due to the way they come up with strategic plans and the way they market the company. Through the use of relevant technologies like the email services, then the management can get the clients’ feedback directly. For instance, the share of Nissan is traded online and hence it means that there are many investors that follow the progress and the communication of the company on online platforms. The senior management has to get concerned with what goes on the internet concerning the company. The have to keep in constant communication with the outside world, and they have to have to have a way to maintain that audience. There are a number of things to take care of in the era of the digital marketing. The previous way of doing things only needed the company to hire a middle-level employee to run then correspondences for the company. In this age, that is no longer the task of one person anymore. The online audience demands that they get communication from the senior management for them to make proper investment plans in a company or if they should buy that company’s products (eMarketer, 2013).
The evolution of digital marketing is connected to the goals of the business in the company. The business’ goals and objectives are divided into philanthropic goals and the business goals towards ensuring that the respective entities within the society while also ensuring that the business objectives are also safeguarded. The preceding analysis encompasses the respective objectives under each of the stipulated categories:

Achieving Business Goals using project management software

There are vast objectives that the company seeks to achieve. The objectives aim at ensuring that the specific mission of the business is achieved while also ensuring that the health of our customers is largely safeguarded (Kates, 2013). The business seeks to avail the respective targeted customers with a unique taste based on the products that the firm seeks to offer. In these day and age, the use and the penetration of information technology mean that the clients can be more easily reached out on the various forms. Through the various forms of digital media rather than the normal and traditional media, the company can communicate its policy to all its employees. The project management software that is widely utilized by Nissan is in-house software called N-Project. The information about the whole strategic plan and every major and minor business process is included in the implementation, and all the department heads work on the goals. Through intensive and extensive online marketing strategy, the firm seeks to embrace some of the essential dynamic approaches that ensure the targeted market is availed with vital information in relation to the products and services offered. The firm seeks to extend the respective service offering by targeting local and some of the celebrations. Through maximization on effectiveness, the firm seeks to ensure quality and the world class service delivery.

Strategic Goals

The company seeks to incorporate the essential resources towards ensuring that the set business goals are achieved. This is through an increase and maintaining high customer satisfaction to increase on consumer’s royalty. This is also essential towards acquiring a high percent share on the market targeted while ensuring customer retention. Through digital marketing, Nissan will be able to reach out to its customers in very many ways. For instance, the company will be able to gather finding son what it is that they need to improve on every design of the vehicle that hits the market.
The use of digital marketing has the best potential for Nissan to be able to figure out the following aspects of the business, by reaching out to the clients using the digital platforms:

Strengths:

• Partnership with many companies
• Strong customer relationships
• Large variety of diverse, new and trendy products
• Easily marketable
• Large distribution network
• Endorsed by many movies, celebrities, and television shows
Weaknesses:
• Limited market for some of the products.
• High consumption and high maintenance value for some of Nissan’s products
• The use of costly metal
• Certain products are only in some countries
Opportunities:
• Owned by Renault, the leading share company in 21 countries
• Production of vehicles with reduced fuel consumption as technology grows
• Room for expansion
• Creation of new marketing and production plans
• Large investments with many consumers
Threats:
• Decline in high consumption vehicles as people get more concerned about the environment and carbon emissions
• Price inflation in production costs
• New and increased demands from consumer for new products
• Lifestyle changes in consumers concerned improved living and much awareness of what is an ideal product.
• Rise in individual and private competing companies
• Lower costs in rival companies
The above indicates some of the issues that have already been easily figured out by the research team through the use of the questionnaire that have been distributed, filled and submitted on the various online platforms. The feedback is mostly given by the customers who are well aware of the utilization of digital platforms.
In terms of the evolving digital marketing, Nissan does employ a number of strategies to ensure survival in the global competitive markets. The strategies include marketing analysis and marketing mix. The market target strategies include expansion into places of high economic growth and growing demographics. For example, the Asian markets, Canada, and America are among the high economic growing regions providing market for Nissan and Renault branded products, (Company Overview, 2014).

Market segmentation strategies:

Demographic targets were based on vehicles for luxury and commercial purposes. Another target group is that of the ordinary sport utility vehicles which seem to be more of a hit in various parts of the world, and the company introduced this type of vehicles to target this kind of market. This market segment has been the most responsive and with it there are more than 2 million units of vehicles sold each year since the turn of the century. The company offers different Nissan products for every one of the world regions (Weeks, & Lessing, 2008).
Developing consumer loyalty is another strategy that prevents the customers from switching to other products. Building the brand name has helped the Nissan Company to get loyal customers.
The promotion strategies used by Nissan Company include online advertisements, media, and print media. Most of the daily magazines and television channels are some of the platforms that help the company in advertisements. The platforms have helped in consumer campaigns and direct, personalized selling.

Marketing Strategy

This refers to the process of identifying the target markets and determining the marketing mix choices that focuses on those markets. This is essential for the business because it defines the course or the respective entities that the company seeks encompasses as it ventures in the market. The evolution of a proper marketing strategy has been at the heart of digital marketing too. There has been a lot to done to cover the consumer-retailer gap through the use of the internet since the start of the 21 century. The Nissan Company, through respective strategies, has identified the stipulated markets that are adaptable to different people and the occasions that they enjoy celebrating. Nissan is based on the proffered analysis can adapt its product towards accommodating the divergent automobile requirement and the consumer needs for better products. The need, to satisfy the consumer, has been the most urgent of issues, and that needs not to change. There needs to be a better way to cater to the needs of the respective individuals that wants specific products such as a high-performance vehicle that uses a little less fuel is every customer need. The company is able to use the online platforms to gather all the suggestion that these clients put on the table and this way they are always assured that they will have something to base on when they come up with next innovative product. However, the suggestion to the board and the chief executive officer is that there has to be a way of following up every client that buys a product from Nissan. The client must be well enticed o that he/she can give the researchers at Nissan the various suggestions that may help to design a better product. The customers do give their views, and they include their suggestions even prior to this report but it is evident that most of them do not do so. The suggestion here is that at least 90% and not the current less than 30% of our clients have to be reached out. It would be very appropriate to find those clients who have been using other brands from our competitors and tapped into their knowledge too. These clients should give us the reasons they chose Nissan and over any other brands. This information will dictate the strategic planning of this corporation forever.

Brand royalty in the Digital Technologies Era

In the marketing circles, all marketers do have a lot to do so as to have the consumers to adopt loyalty to a brand. This is however dependent on the product itself. If the product is packaged right, its way better than the substitutes and it is well priced, among other trigger factors, then it is most likely that the marketing department will have less trouble in trying to push it to the consumers’ lists of the products they need. These product loyalties, they are meant to push for, is very delicate, and it may be broken as easily even after taking much time to build. The brand of a company may suffer if the as a result of the poor reputation that a company might have due to the way they conduct their intellectual property issues alone (though it may not be the only factor). There is a very common prejudice that their goods are not original and that they may not last as long as those goods that are from more renown markets like the Western nations and so on. In this era of information technology, one unsatisfied competitor may take to the public internet and tell of all the unethical thing a company has done and that is all it may take to the consumer base to shift their loyalties to other products.
The existing stage of knowledge has focused on the perspective of ethical consideration of consumers about the issues of intellectual property (Leonidou, Leonidou and Kvasova, 2013; Choi, and La, 2013; Feldman and Vasquez, 2013). Advocating the empirical gap between the organization and consumer perspectives on the ethicality, Ndubisi et al. (2014) conclude six dimensions of customer perceived ethicality. These dimensions reflect with how a business deals with, employees, customers and the environment and most important the society (Huang, Huang and Dubinsky, 2014).
Although, despite recent inclusion of the empirical studies in this area are pivotal, however, the area of the customer perceived the ethicality there is a shortage of empirical resources related to the customer perceived the ethicality. Intellectual property practices and the company image do hang on the measures of the various companies and their organization in such legality aspects of how they creatively come up with their products and concepts (Pérez et al. 2013). This is the central issue in the context of the CSR and business ethical conduct to reflect its responsibility.

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