Digital Marketing Essay Example | Topics and Well Written Essays - 2000 words

Digital Marketing - Essay Example f McDonald’s monopoly, track my macca’s application, McDonald extended hours services, digital happy meals play zones, iced fruit smoothies application, angry birds campaign, out of home (OOH) promotion and kick the trash. However, the study has found that existing digital marketing strategy of McDonald lacks the structure and desired level of interactivity (OMahony, 2013). In such context, Truong & Simmons (2010) and Smith (2012) stated that success of digital marketing strategy for companies depend on three factors, 1- structure of the digital marketing plan, 2- interactivity of digital campaign and 3- control measures. On contrary, existing digital marketing strategy of McDonald lacks most of these three components. Therefore, gap in the digital marketing strategy of the company has been created. Therefore, in this essay, a recalibrated digital marketing strategy will be proposed that will help McDonald engage its target market in more efficient manner. Wertime & Fenwick (2011) defined digital marketing as future evolution in the field of marketing when companies will execute most of their marketing activities through digital channels and online mediums. Digital marketing activities are being incorporated through digital channels that are interactive in nature and provide opportunity to companies to execute personalized dialogue with customers. As like neural network, personalized dialogue creates multiple data points and behavioural information of customers. In such context, digital markets can use data points and behavioural information of customers to continuously improvise and optimize interaction with customers (Wertime & Fenwick, 2011). Gerzema & D’Antonio (2011) pointed out that digital marketing are being executed through variety of channels like social media pages of Facebook, Hi5, Twitter, LinkedIn or through web blogging or interactive games in web browsers like Google, Firefox etc or through YouTube videos. Montg omery & Chester (2011) stated