Digital Marketing – Opportunities and Challenges to Organisations Essay Sample

Daisy Thomas


Digital marketing refers to the use of the latest technology for the purpose of advertising the products of the organizations (Mayar and Ramsey 2011). The introduction of the latest technology has been very helpful for organizations. Along with this, there are some challenges, which businesses have to face as a result of using this new technology. The use of digital marketing makes the use of the Internet which, acts as a medium of communication ad promotes the products of the organizations.
There are services offered by Internet like email, IM, voice broadcast, which are used by the companies to advertise their products (Domingue and Traverso 2009). Since, the companies have to make a switch from the traditional methods to the modern technology they have to face both opportunities and challenges. The main intention of the discussion is to explain the opportunities and challenges, which organisations have to face when using digital marketing.
The major opportunities and challenges that have to be faced have been highlighted with the help of views of varied authors, which has been collected with the help of articles and journals. As highlighted by Wang (2003), in the era of globalisation, the companies have been able to improve their trade prospects, as there are no more trade barriers existing. The companies have started adopting E-Commerce in their regular working patterns in order to remain competitive in the market and have a competitive edge. Though, there has been existence of digital marketing from very old times but the rate of adoption has increased rapidly.

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This change has been very helpful in making digital marketing a commercial medium for advertisements and promotions. The use of digital market enables the businesses to enter into a truly global and electronically operated market place. Thus, the introduction of digital marketing has been very helpful for the companies, as it has opening new doors of opportunities (Wang 2003).
Wind and Rangaswamy (2001) explained that the use of Internet has enabled the further development of the customization to customerisation. In this strategy, the use of Internet is done in order to enable customerisation at large scale. This has only been possible with the help of digital marketing which aims at devising new strategies, which will make use of latest technology for the purpose of advertisement of a organisation’s products (Wind and Rangaswamy 2001). Along with these opportunities, the companies also have to face some challenges as a result of which, the companies do not rely completely on these techniques.
According to Quelch and Klein (1996) the most common challenges, which the companies have to face are identifying the business channel, which fits the requirements of the business, the capability of digital marketing to spoil the brand image of the organisations (e.g. dell), uncertainty about its effectiveness, low entry barriers, etc. (Quelch and Klein 1996) The above discussed are few major opportunities and threats, which are to be faced by the organisations who wish to adopt the digital marketing in their routine functioning.
Along with this, it is highly important that the organisations who wish to adopt the digital marketing tools in their routine working to do proper planning regarding the implementation in the strategy. The basic thing which an organisations needs to ascertain is related to the critical evaluation of the opportunities and threats.
The above discussion, which relates to the benefits and challenges of digital marketing, needs to be taken into consideration by the organisations (Alavi and Leidner 1999). If there are more opportunities in comparison to challenges only in that situation the organisations should adopt the latest technology otherwise not. Along with this, the planning element should also include the SWOT analysis of the new strategy:

Easy ways to promote products.
Discover simple mediums.
Easy connection with members of supply chain management.

Time taking.
Low level of knowledge and information about the latest technology.
Less preferred by the companies.

Highly credible.
Increases the profit levels of the organizations.

Constant up-gradation of information in order to maintain a strong position in the competition.

On the basis of SWOT analysis the organisations can provide a strong base to its planning in concern to implementation of digital marketing. Further, when dealing in the context of implementation the organisations need to very careful since, it is very important and vital decision (Leverick, et al. 1998). The most important factor, which organisations need to handle, is to overcome the internal barriers, which affect the successful adoption of the proposed digital marketing strategy. The companies before implementing should get the response of the employees towards the adoption of the new strategy since, the employees are important for its execution. The organisations should undertake online promotions to spread awareness about it using the digital mediums.

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Along with this, before implementation the organisations should provide technological knowledge and skills to its employees to make the adoption successful. The organisations should also make the declaration of going digital to its existing customers so that they make the use of the medium. The organisations should also provide high level of security to its customers, which help in generation of interest (Baldauf and Stair 2010). It is very important for the organisations to maintain good relationship with its customers as they are the king of the market. It becomes an important element of the company’s strategy towards CRM (Ryals and Knox 2001). Thus, the company should be careful about these elements before undertaking the implementation of the designed strategy.
Along with this the organisations that have used the digital marketing have been able to gain success and stand ahead off their competitors. This explains that the strategy is very effective but should be properly planned and implemented in organisations in order to increase the benefits received from it. Thus, in the above discussed manner the organisations can engage into effective planning and implementation of the new strategy.
There are many companies, which are making the use of digital marketing techniques in order to gain a competitive position in the market. Different companies have different strategies, which they adopt in order to make their products and service popular among the customers. The companies aim at making the use of innovative services in order to lure the customers to use their products. In this essay, there are two companies whose strategies have been discussed and also there is discussion about comparing and contrasting the strategies adopted by the companies (Roberts 2012). In order to understand the Internet strategies to two competitor organizations have been used that is Amazon and Borders Group.
Talking about the organisations Borders Group, in the year 1994 it was one of largest book retailers. The Borders Group of organisations took up the Internet and related strategies in the year 2001. Before that the organisations, was making the use of the traditional methods for the purpose of publicizing its products. As the organisations were unaware about operating on Internet it made a biggest mistake to outsource this service to its competitor that is Amazon (Roberts 2012).
For the organisations, the Internet was only a medium used to take orders and augment transactions with the use of Internet. Although, later the organisations ended its strategic alliance with its competitors it was never able to gain success in the market. On the other hand, the competitor of the organisations that is Amazon was well verse with the use of Internet related actions and performed them in effective manner. The organisations were able to use it as a competitive weapon with the help of which it was able to create a strategic differentiation in its products and quality of services.
In the context of comparing the manner in which, both the companies have adopted the digital marketing it is clear that Amazon was able to make an effective use of the medium of Internet. It has become a major source of increasing its popularity among the customer group. The organisations have been able to establish a separate level for its products (Roberts 2012). The customers have been able to align well with the steps taken by the organisations, which help in maximising its profits.
From the aspect of comparing the strategies it is clear that Amazon was able to make an effective use of the digital marketing. Borders group was not compatible with the use of Internet and digital mediums and as result could these means could not make high level of positive contribution towards the organisations. In order to have an impact on the organisations it is very important that it is well aware about its use and consequences.

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Moving on to the summary of the essay it can be concluded that the use of digital marketing is very helpful for the companies but along with these there are some challenges. If the organisations are able to handle the challenges in an effective manner there are many opportunities, which will help the organisations in gaining competitive advantage in the market. Along with this, there is a discussion about the strategies undertaken by the companies like Amazon and Borders Group.
There is comparison made between the strategies made by the two companies. As a result, it is clear that Amazon was able to make better use of these mediums by designing effective strategies. As per the views of the writer, there are ample level of opportunity available to the organisations who make the use of digital marketing but it is only possible if it able to manage the challenge of the digital mediums.
Alavi, M. and Leidner, D.E. 1999. Knowledge management systems: Issues, challenges, and benefits. Communications of the association for information systems 1(7), pp. 1-5.
Baldauf, K. and Stair, R. 2010. Succeeding with Technology. US: Cengage Learning.
Domingue, J. and Traverso, P. 2009. Future Internet. NY: Springer.
Leverick, F., et al. (1998) Using information technology effectively: a study of marketing installations, Journal of Marketing Management 14 (8), Pp. 927-962.
Mayar,V. and Ramsey, G. 2011. Digital Impact: The Two Secrets to Online Marketing Success. US: John Wiley & Sons.
Quelch, J. A., & Klein, L. R. 1996. The Internet and International Marketing. Sloan Management Review, Pp. 60-75.
Roberts, D. 2012. Cloud strategy: choose wisely. [Online]. Available at:[Accessed on 30 August, 2012].
Ryals, L. and Knox, S. 2001. Cross-functional issues in the Implementation of relationship marketing through customer relationship Management (CRM) European Management Journal 19(5), pp.534-422.
Wang, M. 2003. Assessment of E-service quality via E-satisfctaion in E-comerce globalisation. Electronic Journal of Information Systems in Developing Countries 11(10), Pp. 1-4.
Wind,J. and Rangaswamy, A. 2001. Customerization: the nextrevolution in mass customization. Journal of interactive marketing 15, Pp. 13-18.

BSBSMB301 Investigate Micro Business Opportunities Assessment – Download Sample Assignments | Custom Writing Help

Daisy Thomas


If you are a student in Australia, pursuing a management course at Victoria University, then you will come across an assignment on the topic of BSBSMB301 Investigate Micro Business Opportunities Assessment. Being a very important topic in the management course, the BSBSMB301 Assessment teaches the students about describing the business ideas, identifying marketing needs, and investigating the factors affecting the market. If you too have to complete this assignment on your own and you lack the required knowledge and skills to complete it then you can use the management assignment help from Students Assignment Help management writers.
Completing the Micro Business Assessment requires a keen knowledge of the BSB30115 Certificate III Business subject, and many students lack the knowledge due to various reasons like missing the lectures, doing a part-time job with studies or lack of resources. When a student is unable to complete an assignment given by their university they usually look for someone to help them and the first preference of the students is Students Assignment Help for Business Management Assignments or any other assignment. While a student struggles in completing the BSBSMB301 Investigate Micro Business Opportunities Assessment, the management writers of our team can complete it without breaking a sweat with perfection and 0% plagiarism.

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Learning outcomes of BSBSMB301 Investigate Micro Business Opportunities Assessment:
Upon successful completion of the Investigate Micro Business Opportunities Assessment students will be able to:
1. Students will be able to describe the business ideas:a. From the appropriate sources students will be able to gather the information for business ideas.b. Students will be able to list all the details of business ideas and opportunities.c. In light of available resources students will be able to research alternative business ideas.d. To match the business ideas students will be able to specify and list the products and services.e. For business ideas students will be able to identify and research potential customer information.f. When researching business opportunities students will be able to identify and take into account the available financial, digital technology, business and technical skills.2. Students will be able to identify the market needs:a. From appropriate sources students will be able to collect important information regarding market size and potential.b. To identify the market needs relative to the business ideas students will be able to investigate market trends and development.c. To identify the possible market needs in relation to business ideas students will be able to gather market information from primary and secondary sources.d. For the business ideas students will be able to identify the ethical and cultural requirements of the market and their relevance.e. New and emerging markets can be identified by the students and they can document their features.f. On expected market growth or decline and associated risk factors students will be able to identify and organize information.3. Students will be able to investigate the factors affecting the market:a. Students will be able to do the identification of projected changes in the population, labor force and economic activity that may impact the business ideas.b. In availability of the resources students will be able to identify the movements in prices, and projected changes.c. Students will be able to review new trends and developments and they can identify their potential impact on business ideas.

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Mentioned below are some of the tasks that a student has to complete while writing the BSBSMB301 Investigate Micro Business Opportunities Assessment:
• To investigate a business opportunity students have to do the research and analyze the information from a range of sources, including Financial considerations, Digital Technologies, Market size, potential and trends, ethical and cultural requirements of the market and resource availability.• Students have to review the data for their potential impact on the market, services, customers and products.• Students have to match the products and services with the business opportunity.• Relevant to the specific micro-business opportunities being investigated students have to locate and outline the legislation and regulation.• Relevant to the micro-business opportunities students have to summarise the benefits and challenges of digital technologies.• In the new and emerging markets and decline and risk factors students have to identify sources of specialist advice on trends.• Students have to describe the appropriate business research methods, and they also have to describe the data collection tools and software.• Students have to do the research on methods and methodology
Note: Students must include access to internet access for research, data collections tools and software, relevant legislation, regulations, standards and codes, international business research topics, relevant workplace documentation and resources, case studies and if possible real situations and interaction with others.
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complete three major items: a cover letter, a resume, and a professional strengths, weaknesses, opportunities, and threats (SWOT) analysis.

InstructionsThis assignment provides you with an opportunity to complete three major
items: a cover letter, a resume, and a professional strengths, weaknesses,
opportunities, and threats (SWOT) analysis. The cover letter should be a
three-paragraph memo that has been tailored to a specific job that interests
you. The resume should adhere to the steps outlined in the attachments. The details within the resume must be current with all relevant and
up-to-date information. The SWOT analysis should address your professional
strengths, weaknesses, opportunities, and threats. Bullet points are acceptable
for the resume and SWOT analysis; however, they must be detailed. Again, the
cover letter must include three paragraphs. Also, the resume must be at least
one page, and the SWOT analysis must thoroughly address each of the four parts
of the analysis. Be sure to have the major items in the proper sequence: first,
the cover letter; then, the resume; and finally, the SWOT analysis. Format
each major item as you wish; however, be sure the details are professional
and legible. Save all three within one word-processing document

GB530-1: Assess specific marketing opportunities.

PC-4.1: Assess the value of multiculturalism and diversity in a global environment. Review the SHRM case, “International HRM Case Study.” Prepare a 4–6 page case analysis on the topic of global strategic management and why it is critical to the success of an organization in meeting its goals and mission. In your analysis respond to the following question: What is global strategic management and why is it critical to the success of an organization in meeting its international goals and mission? Your analysis of this case and your written submission should reflect an understanding of the critical issues of the case, integrating the material covered in the text, and present concise and well-reasoned justifications for the stance that you take. Case analysis criteria: Your case analysis should consist of: A brief analysis of the situation and pending decision problem, as presented in the case, and as relevant to your answer. This should be exceptionally brief and you should assume the person reading the Assignment is familiar with the details of the case.Identification of the major issues surrounding the organization or individuals involved with the organization.Identification of alternate courses of action to address the issues identified.The decision or recommendation for action, with the appropriate supporting arguments.The case question is designed to guide the direction of your analysis in the case. Your analysis should address and ultimately answer the question. Additionally, in the case analysis make sure that you assess the value of multiculturalism and diversity in a global environment. Case analysis tips: Avoid common errors in case analyses, such as: Focusing too heavily on minor issues.Lamenting because of insufficient data in the case and ignoring creative alternatives.Rehashing of case data — you should assume the reader knows the case.Not appropriately evaluating the quality of the case’s data.Obscuring the quantitative analysis or making it difficult to understand. Typical “minus (–)” grades result from submissions that: Are late.Are not well integrated and lack clarity.Do not address timing issues.Do not recognize the cost implications or are not practical.Get carried away with personal biases and are not pertinent to the key issues.Are not thoroughly proofread and corrected. Be sure to review the Competency Assessment Checklist Rubric in order to understand the criteria on which you will be evaluated.Assessment Checklist:Investigate how domestic HRM differs from global HRM.Investigate and identify the problems and issues found in the SHRM international case study.Develop sound and feasible alternatives to address the problems and issues found in the SHRM international case study.Develop a set of strategies as the best solution and implementation plan that permanently solves the problems and issues found in the SHRM international case study. Make sure your document includes: • Your name• Date• Course name and section number• Unit number• Case name• Page numbers Minimum Submission Requirements This Assessment should be a Microsoft® Word® document.This Assessment should be a minimum of 4–6 pages long, double-spaced, in addition to the title and reference pages.Respond to the questions in a thorough manner, providing specific examples of concepts, topics, definitions, and other elements asked for in the questions. Your paper should be highly organized, logical, and focused.Your paper must be written in Standard English and demonstrate exceptional content, organization, style, and grammar and mechanics.Your paper should provide a clearly established and sustained viewpoint and purpose.Your writing should be well ordered, logical and unified, as well as original and insightful.A separate page at the end of your research paper should contain a list of references, in APA format. Use your textbook, the Library, and the internet for research.Be sure to cite both in-text and reference list citations were appropriate and reference all sources. Your sources and content should follow proper APA citation style. Review APA formatting and style resources found in the Writing Center accessed through the Academic Success Center within the Academic Tools area. (It should include a cover sheet, paper is double spaced, in Times New Roman 12-point font, correct citations, Standard English with no spelling or punctuation errors, and correct references at the bottom of the last page.) If work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned without being scored.