Part 3 for group assessment Essay Example
The launch of Pambassador was a great success and many people responded with the fact that they wanted to be counted in the entire project. WWF embraced the use of digital media and this resulted to much more success of the entire campaign. It is noted that, the use of digital media has brought a real revolution in the way organizations and people relate to each other. Literature depict that, digital experiences have more powerful effects that non digital ones. In actual facts, digital media creates a stronger reaction than offline marketing.
According to Thompson, MacInnis & Park) the use of digital media has revolutionized the way organizations communicate with their employees, stakeholders, communities, governments and other stakeholder. social networking sites have become very popular in attracting more customers and achieving brand objectives as using these social networking, organizations can reach the target audience directly (Hill, Provost & Volinsky). In this case WWF have employed the use of social media in the entire Pambassador campaign. This organizations has been able to develop their profile and connect to their stakeholders which in the long run lead to an increase in brand awareness and loyalty. At the same time, digital media has enhances good relationships, good communication, as well as collecting feedback and acquiring information about their product (Jang et al). .
Through blogs, it has been easy to communicate news about the organization to the stakeholders concerning Pambassador in an easy way and at the same time create a better platform to gather feedback and suggestions from the stakeholders. WWF have a website, social media accounts in twiter and face-book.
This organization has realized that, ignoring social media like face-book and twiter is like ignoring newspapers, radio and TV stations. These platforms have given the clients the opportunity to share information and comment on their experience of the organization. These platforms help in building existing digital brand website by providing new communities in a way that they have already embraced. It is clear that, behavioral and contextual targeting allows digital to reach target audience in correlation to the interest levels. Literature depicts that, digital media allows location based target and this is very effective in reaching many people at a go (Hill, Provost & Volinsky).
The reason why digital media was a great success in WWF was the fact that, brand communication is strengthened when sent across multiple channels. Many people are interacting with print, online, mobile and broadcast platforms. Digital channels also strengthen TV communication and at the same time builds upon it; Research indicate that, in Finland, more than 62% of Smartphone owners have researched on certain products after they see them advertised in an offline advertisement (Jang et al). A combination of TV and online channels in advertising campaigns has tremendous impact on the brand image compared to using them separately. This is what has brought success to the Pambassador campaigns that WWF has employed and thus has received many benefits from the digital media.
Digital campaigns have been very influential in raising awareness as well as garnering support (Jang et al). This is attributed to the notion that, digital media makes it even easier for individuals and organization to mobilize support on a very low and manageable budget. According to a research which is related to e-Marketing, in average, US adults spend more than five hours daily online, for the first time, as compared to the four hours spend watching television. This means that, the current trend is shift to the digital media and therefore this has offered the best platform for campaigns such Pambassador by WWF.
The importance of digital media is how they create new forums of social interactions. People spend most of their time online involved with communication, and this is equivalent to the time spent online for general leisure and entertainment (Jang et al). Social networking for instance has become very popular and therefore they are the most popular internet destinations. Many people are nowadays giving more preference to the information shared online; spend more time in websites and on sites that greatly influence their decisions. This means that WWF use of digital media is one way that has improved their perception and their reception into a larger group (Jang et al). Digital media has helped this organization travel the entire globe within seconds.
According to Hafele, media usage has substantial benefits ranging from increased reputation, anticipated reciprocity which directly relate to social interaction aspects. The interactivity of digital media is more passive to the recipients. It is worth noting that; digital media provides a better platform for organizations to target audience based on site user’s personal interests and what their friends are fond of. Campaigns easily reach the people who they are most interested in what they have to offer. Most importantly, digital media enables word of mouth to promote products beyond what advertising alones does (Hill, Provost & Volinsky). However, by the use of digital media, trust, privacy and data security are implicated. It is therefore the obligation of WWF to ensure that their data is not exposed to hacking.
Trust ensures that loyalty is never compromised and thus the objectives of the entire organization are met easily. Privacy is also important for if it is compromised then there are high chances that the brand image will be eroded (Williams & Cothrel). When using third party social media outlets, WWF has ensured that its campaigns do not encourage consumers or rather clients to engage in practices that would violate the private policies of the involved party (Jang et al). At the same time, there has been serious restraint from legal risks associated with marketing campaigns that involve the dissemination of user generated content through the social media or any other type of digital media.
Hafele, N. «“Social Media Marketing: Interaction, Trends & Analytics”.» ICT 511 Fall, (2011): 122-33.
Hill, P.R., Moran, N. . » “Social marketing meets interactive media: lesson for advertising company”.» International Journal of Advertising, 30(5) (2011): 815–838 .
Hill, S., Provost, F. & Volinsky, C. . » “Network-Based Marketing: Identify likely adopters via consumer networks”.» Journal of Statistical Science, vol. 21, no.2 (2006): 256-276 .
Jang, H. Y., Olfman, L., Ko, I., Koh, J., & Kim, K. . «The influence of on-line brandcommunity characteristics on community commitment and brand loyalty.» International Jouranl of Electronic Commerce, 12(3) (2008): 57-80.
Thompson, M., MacInnis, D., & Park, C. . » The ties that bind: measuring the strength o consumers‘ emotional attachment to brands.» Journal of Consumer Psychology, 15 (2005): 77–79.
Ulusu, Y. «Determinant factors of time spent on facebook: Brand community engagemen and usage types.» Journal of Yasar University, 18 (5) (2010): 2949-2957.
Williams, R. L., & Cothrel, J. . » Four smart ways to run online communities. .» Sloan Management Review, 41(4) (2000): 81-91.
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