澳洲代写论文:数字媒体营销

澳洲代写论文:数字媒体营销

考虑到后现代顾客的特点及其消费模式,对巴宝莉的分析也是相当有针对性的。该公司在后现代市场经营,公司的成功或失败最终取决于其客户。 Burberry的数字媒体营销围绕后现代客户(Seale,2012)。公司采用的沟通方式有效地与高度分散,复杂,个性化的后现代客户沟通。

澳洲代写论文:数字媒体营销
巴宝莉利用后现代客户的特点来设计其数字营销策略。该公司已经与Google合作开展了一项互动运动Burberry Kisses。这不是一个产品运动,而是与客户的感情方面有关。在这个活动中,客户可以发送密封与虚拟吻的信给他们的全球朋友和家人。为了聘请后现代客户,公司提出了声学,沟槽艺术,Bespoke等创意。这不是为了增加公司的销售额,而是为了吸引客户和传播意识(Hatch&Schultz, 1997年)。公司在数字媒体运动上花费了很多,因为它知道最重要的是客户的体验。公司还沉迷于时装表演现场直播,病毒式社交媒体活动和在线社区帮助公司有效地使用数字空间。公司了解后现代客户的要求。这些客户不会落后于产品或品牌,而是需要全面的体验。

澳洲代写论文:数字媒体营销

Taking into consideration the characteristics of the post modern customer and their consumption pattern, it is quite pertinent to analyze the same with respect to Burberry. This company operates in the post modern market place and the success or the failure of the company ultimately depends on its customers. Burberry’s digital media marketing revolves round the post modern customers (Seale, 2012). The communication methods used by the company are effective in communicating with the highly fragmented, complex and individualistic post modern customers.

澳洲代写论文:数字媒体营销
Burberry has made use of the characteristics of the post modern customers to design its digital marketing strategy. The company has partnered with Google to run an interactive campaign Burberry Kisses. This is not a product campaign rather it is something to do with the emotional side of the customers. In this campaign the customers can send letters sealed with virtual kiss to their friends and family across the globe. In order to engage the post modern customers the company came up with ideas like Acoustics, Art of Trench, Bespoke etc. This was not done to increase the company sales but it was all done to engage the customers and spread awareness (Hatch & Schultz, 1997). The company spends a lot on the digital media campaign because it knows that what matters ultimately is the experience the customers have. Company also indulges in live streaming of the catwalk shows, viral social media campaigns and online communities have helped the company to use the digital space effectively. The company understands the requirements of the post modern customers. These customers do not go behind a product or the brand, rather they want an overall experience.

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