Wednesday, May 6, 2020

Integrated Brand Management Millennial Customers

Question: Discuss about the Integrated Brand Managementfor Millennial Customers. Answer: Introduction Integrated brand management unites the entire communications of an organization with its core values (Santos-Vijande et al. 2013). Internet films help in promoting the brand and products through creating shorts videos and uploading it on various internet websites. The study will evaluate the importance of internet films towards promoting the products to millennial customers. Reasons for Choosing Internet Films Wider Reach Towards Millennial Tech Savvy Customers Blackrock operates in internal basis and have wide customer base in all round the world. In such situation, promoting products needs to have wider reach to wide range of customers. Internet films can help the organization towards reaching wider range of the customers. Most of the people around the world are now high savvy and willing to search for product benefits through the videos available online (Campbell, Cohen and Ma 2014). Therefore, through using internet films, the organization can reach up to mass numbers of tech savvy customers and make them aware regarding the product value. Millennial Customer Spend Lots on Internet Millennial customers grow up with digital devices, which bundle entertainment, shopping, communication, mapping and education all in one. They always have internet at their home as well as their workplaces. They spend on the internet and they have aligned themselves with the internet. Moreover, in case of purchasing any products, they are always likely to search the product benefits through the internet films available in various websites. In such situation, Blackrock will be highly beneficial towards promoting their products to the millennial customers through internet films (Idemudia 2014). Personalization Millennial customers are not price sensitive and they are only interested in getting value from a specific organization. Moreover, customer value plays a significant role for targeting these types of customers. Internet films in the only way, where the customers can attach personalization in the promotional messages. The organization can create individualized messages for the customers through internet films, while accessing the customer information from tracking their website visits (Hoban and Bucklin 2015). Therefore, enhancing personalization through internet films can enhance the potential of cross selling for the customers. Interactivity and Feedback from Millennial Customers The organization can get two way communications in their advertising message through using internet films. Customers are more likely to provide comments regarding a particular product, while observing internet films on various websites. The marketers of the organization can conduct survey using those comments and statistics under the internet films (Campbell, Cohen and Ma 2014). Moreover, enhancing interactivity from the millennial customers can enhance the socialization of the products. Conclusion While concluding the study, it can be said that Blackrock will be highly beneficial towards promoting their products for millennial customers through using internet films. Millennial customers are highly tech savvy and internet has embraced all aspects of their life. In such situation, internet films will be highly effective towards reaching millennial customers. Reference List Campbell, C., Cohen, J. and Ma, J., 2014. Advertisements just aren't advertisements anymore:: a new typology for evolving forms of online" advertising".Journal of Advertising Research,54(1), pp.7-10. Hoban, P.R. and Bucklin, R.E., 2015. Effects of internet display advertising in the purchase funnel: Model-based insights from a randomized field experiment.Journal of Marketing Research,52(3), pp.375-393. Idemudia, E.C., 2014. The visual-cognitive model for internet advertising in online market places.International Journal of Online Marketing (IJOM),4(3), pp.31-50. Santos-Vijande, M.L., del Ro-Lanza, A.B., Surez-lvarez, L. and Daz-Martn, A.M., 2013. The brand management system and service firm competitiveness.Journal of Business Research,66(2), pp.148-157.

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