The paper "Impact of Digital Marketing on Organizational Objectives" is a great example of a Marketing Case Study. In the past few years, the advances in technology and social media, in particular, have led to a renewed interest in marketing that uses the digital platform to sell products in an efficient manner as well as create a customer relationship management (CRM) structure within organizations. It is important to note at this very early point of the essay that digital marketing is a general term that refers to the measurable, targeted and integrative marketing of services and products using digital technologies to convert certain leads into sales and retain the customers (Wind & Mahajan, 2002, p.
43). When organizations resort to digital marketing, the overriding objective is always to build preference, promote brands and increase sales through various digital mechanisms. Digital marketing involves a cautious selection of product, service, and brand marketing tactics that mostly rely on the internet as a promotional medium (Tiago & Verí ssimo, 2014, p. 703-708). There are many activities under digital marketing such as search engine marketing (SEM), content marketing, search engine optimization (SEO), influencer marketing, campaign marketing, content automation, and social media marketing as well as all other forms of marketing using digital technologies (SAS, 2016, n. p).
Digital marketing also takes place via digital tools without necessarily using the internet as the major promotional medium such as the use of mobile phones. In essence, digital marketing is anchored on an inbound marketing approach, a subtle form of direct marketing referred to as a consumer-centric approach that tailors marketing information to suit the attributes of a targeted consumer (Parsons et al. , 1996, p.
185-192). Digital marketing is preferred for several reasons. First, digital marketing enables organizations to market their brands to a wider clientele base within a very short period and at a very low cost (Wang & Tang, 2003, p. 16; Bampo et al. , 2008, p. 273). Moreover, digital marketing facilitates direct marketing which is preferred by many organizations because it enables them to contact a client directly; therefore, harbors the possibility of establishing a well-structured customer relationship management (CRM) (Foss et al. , 2008, p.
68-78). This report undertakes a critical analysis of the significance of digital marketing to organizations using a case study of the famous Ice Bucket Challenge campaign, a marketing campaign that was used by the ASL Association. The paper will provide an examination of how ASL used the Ice Bucket Challenge campaign as a marketing campaign on social media to raise funds and support for the association. In order to comprehend the significance of the Ice Bucket Challenge to ASL Association, it is critical to provide an organizational overview of the association, and this will be critical in examining the mechanisms through which the campaign impacted the organization’ s operations. ASL Association: Organizational Overview The ALS Association is a non-profit organization that is dedicated to fighting Amyotrophic lateral sclerosis (ALS), a progressive neurodegenerative disease that affects the brain and spinal cord nerve cells through the degeneration of the motor neurons that may ultimately lead to death (ALS, 2016, n. p).
Due to the detrimental nature of the disease, it, therefore, became necessary to carry out awareness campaigns on the causes, treatment, and management of the disease, a worthy cause that saw the formation of the ALS Association in 1985 to mobilize funds other than carrying out awareness campaigns.
Other activities undertaken by the ALS Association include coordinating multidisciplinary care using the certified clinical care centers, undertaking research on ALS, fostering government partnerships and providing assistance for people with the disease through a nationwide network of chapters (ALS, 2016, n. p). Owing to the capital-intensive nature of the organization’ s operation, the ALS Association undertakes several measures to ensure that it obtains funding for its programs from donors and sponsorships from corporate organizations as well as amplify its campaigns in fighting Amyotrophic lateral sclerosis (ALS) commonly referred to as the Lou Gehrig’ s disease.
It took the organization a creative digital marketing campaign dubbed the Ice Bucket Challenge to run one of the most successful marketing campaigns on social media. The following sections of the report will examine the essence of the Ice Bucket Challenge campaign as a digital marketing campaign elucidating on its significance to the association.
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