The Digital Marketing Strategy: Starbucks And Digital Marketing Strategies
The initial Starbucks established in 1971, it set out to be a different kind of company. One that not only just passionately committed to world-class coffee and the rich tradition, but also the way they engage with customers and communities to do business responsibly. Today, Starbucks has become a great example of an iconic brand and operates worldwide. The brand has strengthened their consumer engagement with the use of digital marketing strategies. In this essay, the author… Technology has developed throughout the last decade at a great rate to make human’s lives more convenient. Most people today, own one at least one technological device which could be one of the access platforms that form online channels the company may apply for their digital marketing to achieve profitability and retention of customers. Chaffey and Ellis-Chadwick (2012) state that a digital marketing strategy is constantly needed to provide a sense of direction for an organization’s online marketing activities so that they integrate with its other marketing activities and support its overall business goals. According to Parise et al., (2016), digital touchpoints may influence consumer experience with the brand and how it could give the retailer a sense of route to engage with each user in providing emotional and cognition content that determine its success. Digital touchpoint refers to the different stages: the awareness, consideration, purchase, retention, and advocacy stages of interactions that an
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1600 Words | 7 PagesThe aim of this report was to research and understand what exactly digital means, the importance of the digital world to companies today and how they use it to the best of their ability for the positive performance of their business. Through our research of academic and peer reviewed articles and journals we learn how digital space can provide a world of opportunities to organisations as we focus in on the hospitality industry and the hotels who make the most of the digital platforms available. We are aware that many companies are rushing to become digital in order to reap the awards of these opportunities, but we look at how they surge to be effective or in some cases fail and see a decline in their digital popularity scale. North, 2014 discusses how consumers have little or no loyalty to brands and are willing to move from one digital platform to another as technology changes. Yvonne – Introduction (600) Aoife – Conclusion & Part A (800) Nadia – Referencing & Formatting & Part B (300) John – Technology Paragraph.
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