MBA MARKETING ASSIGNMENTS

EXAMPLE

DIGITAL MARKETING COMMUNICATION

The environment in which a person lives and works is constantlychanging and represents a dynamic category. There are frequentchanges, numerous innovations are introduced that change habitsboth in private and business life of an individual. Technology is rapidlyevolving and we are witnessing the constant emergence of newtechnologies. We live in a variety of digitization that is conditioned notonly by a new way of communication but also by a new way of doingbusiness. Today we communicate in a different way, we enter into amuch larger number of interactions and relationships, and we connectand become part of a variety of communities. The way in which we buyproducts has changed, and we decide on services, how we know aboutthem, how we shape, consume the media, and make purchasingdecisions. Consumers want access to the product or information aboutit at any time, or at the time it suits them, irrespective of where they arelocated. In addition to satisfying the basic function, consumers nowrequire additional functionalities or benefits, or fit into a certainlifestyle. All this has made certain changes in marketing and marketingcommunications, including public relations and advertising. The marketis packed with products that meet the same needs. Companies strugglefor consumers and their businesses no longer rely on "what will weproduce?" Even on "what will we sell?" But on "What is needed forconsumers and what do they want?" The company's offer must beunique and recognizable in order to attract public attention andachieve differentiation in relation to competition in the market and themedia market the ambience congested with too much information.Today, the peerless man is exposed to a large number of thousands ofthousands of advertisements (Watson, 2010). But it also becomes moreand more tied to digital technologies and devices. Only thirty yearsago, most computers were found in large corporations and only forcertain employees. Today, computers are found everywhere, everyorganization, everywhere household. Digital communication is a dailyform of communication and takes place both at work and at home. Aspecial boom made mobile technology. If you lose your mobile phone,you lose contact, internet addresses, pictures, files, the man feels lost(Kare, 2011). This dependence on a digital media manners greatly helpscompanies to reach every consumer, at any moment, no matter where 

it is located. However, competition is strong, because everycompany has the same opportunities, so the question is totake better advantage of the opportunity and turn it into amarket success. Companies need to develop more creativeand more adventurous ways to turn their attention tothemselves and drive consumers to buy their products (vanDijk, 2006). The subject of this research is the study of digitalcommunication as a modern way of functioning of businesssystems and the inevitable part of marketing activities inmodern business conditions, i .e. the analysis of the use ofdigital communications in the marketing activities ofbusiness systems that differ in each other. The subject ofresearch is also the problems that arise in the use of digitalcommunications: Insufficient use of certain digitalcommunication instruments; the impact of business systemcharacteristics (size, activity, business hours, business level)on the use of digital communications; Insufficientinvestment in education regarding the use of digitalcommunications. According to the observed problems in thereal system, a scientific research problem has been put inplace: To explore the level of use of digital channels ofcommunication in business systems of differentcharacteristics (size, activity, business hours, businesslevel) ; Determination of differences in the use of digitalcommunication in different business systems, to point tothe concept of using digital communications withinintegrated marketing activities that will lead to businessimprovement and achievement of the business system'srecognizabil ity and business success. Based on thetheoretical assumptions and the previous research, thebasics of primary research were set up within which data onthe use of digital communications were collected in a givensample. The sample also identified the use of digitalcommunications in organizations of differentcharacteristics, which were taken into consideration duringthe research. Research focuses on business systems ofdifferent sizes, business operations, business hours andbusiness levels, and their use of digital communications intheir marketing activities. Basic settings and conclusionsare made regarding differences in the use of digital 

communication instruments and channels, as well asrecommendations regarding their use. The research willprovide data on the use of digital media and digitalcommunication channels in business systems, among whichdata on the use of web sites, social networks and otherinternet services as the basic preconditions for successfulInternet marketing. Digital media is available to consumerswithout restriction - they access them at any point, fromeach location, when it is appropriate for them to search forand review information or to start conversation. Also,research will assess the level of marketing activities, thequality of digital communication, the quality of the web as abackbone of internet marketing, the abil ity of people to usedigital means of communication, and the importance ofeducation for using them. In this way we will also seewhether the assessment of the quality and importance ofdigital communications depends on the characteristics ofbusiness systems. Adequate business organization andbusiness performance improvement can only be achieved ifeffective ways of reaching out to end consumers are found,whether it is gaining new or retaining existing ones.Research will provide answers to questions on how to useWeb site, social networking Facebook, Twitter, LinkedIn,then blog email , to make conclusions about the concept ofusing certain digital instruments in practice of businesssystems of different characteristics based on primary data.Based on the results, there will be recommendations forpossible corrective actions or improvements that need to beimplemented in certain areas. Based on theoretical settingsand empirical primary research, the practical importance ofdigital communications will be considered as an importantelement of business success. By combining certain digitalcommunication variables, marketing activities should bepromoted and updated in the direction of positive businessresults. The aim of the research is to establish the representationand concept of digital communication in marketingactivities, their quality, and the purpose of using certaindigital communication instruments. The aim is to presentthe use of digital communications in business systems ofdifferent sizes, ranges, lengths and business levels to reach 

a conclusion on possible corrections and the direction inwhich they should be carried out, identifying possibil it iesfor enhancing and highlighting the positive side of thiscommunication types. The social goal is to define anadequate form of market marketing approach as thechallenge of modern business systems and digital media aschannels of communication of modern society. In this way,the significance of digital communications and thepossibil it ies of their use to improve business, regardless ofthe characteristics of business systems, isreflected. Research is conceived as a transversal (cross-sectional study) that is organized for descriptivephenomena (use of digital media within marketingactivities) in business systems of different characteristics(size, business scope, length and business level) . Theresearch should analyze the relationship between thevariables, in order to ascertain their conditionality andcorrelation. The business systems involved are grouped inrelation to their characteristics. Common features andcharacteristics of the system are included in the sample.Thereafter, joint markings have been established, both interms of representation and use of digital communications,as well as in assessing the quality and purpose of their use.Research significance is multiple. It is necessary to give animmediate picture of the representation of digitalcommunications in organizations. Regardless of thesituation in the environment and the characteristics of thebusiness system, it is essential to realize marketingactivities on the Internet. From this follows the significanceof the research that is to invade digital communication inthe direction of those instruments that provide the mostefficient, most economical and profit-oriented result of theorganization from a marketing point of view. This approachneeds to be a guide to modernizing business, which isnecessary to implement trends and innovations, as well ascontinuous development and improvement. By dividing theresults of research, theoretical and practical experiences,the current picture of marketing activities on the Internetwill be gained, as well as the possibil it ies of enhancing andpresenting the changes that are necessary to achievebusiness success. The practical significance of the research 

is focused on determining the importance of digitalcommunication, setting the criteria that are necessary fortheir successful use within the integrated marketingactivities. By dividing the level at which the digitalcommunication should be in relation to the level at which itis used, a picture of the importance of the implementationof new and improving existing activities and trends towardsmodern business practice approaches is obtained in orderto maximize the benefits for business system minimuminvestment.

References Watson, R. (2010) Future Minds – How the digital age ischanging our minds, why this matters, and what we can doabout it . London: Nicholas Brealey Publishing. van Dijk, J . (2006) The Network Society. London: SAGEPublication. Kare, M. S. (2011) e-shock 2020 – How the DigitalTechnology Revolution Is Changing Business and All OurLives, Hampshire: Palgrave Macmillan.