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marketting_strategy.docxRunning Head: DIGITAL MEDIA
DIGITAL MEDIA 2
Digital media
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Digital media as a marketing platform
Background of article
Digital media has evolved exponentially in the last few years. Many companies have come to embrace the digital media as a means of communication in the world. Many companies have come to take it as a marketing channel in the world and this article looks at the extent to which companies have taken it up.
Argument of the article
This article says that many companies are relying heavily on the digital media with more than ninety percent of companies admitting that they intend to invest more of the digital media to market themselves. However, this kind of ambition is quite questionable gives the returns being seen. For instance, Pepsi Company has about five full time working in their twitter account. But as much as they have done this, their major competitors who are the Gatorades have beaten them in sales in USA.
Another claim of the article is the extent to which the companies are using the social media. They say that most of the companies have accounts in social media but I highly doubt the extent to which they are utilizing the accounts that they have. For instance we have the Microsoft USA Company that has about 80 thousand connections on twitter but only about an average of ninety bother to reply their tweets. This could be as a result of the inconsistence of their tweeting habits. Of all the companies that this article looked at, none of them had an even tweeting habit and this could be the explanation of the poor response that they received from this marketing strategy.
Conclusion
