Essays on Consideration of the Audi Brands in Relation to the Digital Application Case Study

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The paper "Consideration of the Audi Brands in Relation to the Digital Application " is a perfect example of a marketing case study. This paper is concerned with the understanding of the interactivity of apps (digital applications) and the influence this has on the consumer buying process. The paper addresses this issue through a review of literature that relates to interactivity and also the engagement of respondents through quality programs. This involves structured questions that they respond to. Analysis and presentation of the results are done. Generally, it is considered that interactivity has achieved a significant level of popularity in relation to the apps that have a profound effect on consumer buying progress.

The expectation is that this trend will continuously expand in its effect as more technological advancements are realized in this area (Chaffey D and Paul R, 2012) Literature Review There are progressive developments in the issue f digital content majorly due to the advancements that are experienced in the technology. Deighton (1996), defines interactivity as ‘ the ability to address an individual’ . There is a need to define interactivity.

The importance of this is that it will depend on the specific business and therefore impact the overall website performance. For businesses to exist, survive and perform well, innovation is inevitable. Different people have sought to research on this matter in its various angles. Trainor (2012) does an examination of the development of Customer Relationship Management (CRM). It is identified in this research that, ‘ Today’ s social customers feel empowered and are expecting if not demanding to play an active role in firm processes. ’ An investigation by Noort, Voorveld, Reijmersdal (2012) revealed how information flow influences the behavioral, affective and cognitive effect.

The conclusion highlighted that the product information was the most crucial in determining a visitor’ s interest to engage them effectively. The social media has been identified by Hajli (2013) in its effect using models while considering the issue of the positive impacts this has on businesses as well as the creation of online communities. The variables of concern that Hajli considers in his primary research are relationships among intention to buy, perceived usefulness and trust. Kim et al. (2013) conducted a research where they provided a list of the main attributes that a brand app should have so that the customers find it to be attractive.

These attributes are feedback, customization, control, motivation, novelty, vividness, and multi-performing. “ Branded apps differ from traditional online and mobile advertising, such as pop-up or banner ads, in that users, not advertisers, choose to continue using the apps” (Kim et al. , 2013, p. 55). The mobile devices are increasingly gaining popularity, as Lowenthal (2014) identifies, by shopping and browsing the internet. The mobile strategy is considered highly effective especially in relation to the consumer markets.

It is considerably more convenient to engage the customers through their mobile devices due to the advantages that are attached thereof. This includes the issue of mobility whereby the probability of having the customers at a close link with their devices is high. There is a prediction by Vision Mobile that the tablet application market and the smartphones will be worth £ 31bn by 2025 (The Guardian, 2014). The indication here is there is expected progressive growth and continuous development of the market. Specific brand customers are a big target who can now be highly engaged through mobile applications especially as enhanced by the sharp increase in the usage of smartphones.

(Magrath, Victoria, and Helen M 2013, p. 117)

References

Bezjian-Avery, A., Calder, B. and Iacobucci, D. (1998) New Media Interactive Advertising Vs Traditional Advertising. Journal of Advertising Research, 38, 32-32.

Chaffe D, Paul R. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge, 2012.

DEIGHTON, J. “The Future of Interactive Marketing.” Harvard Business Review 74, 6 (1996): 151-61

Edelman, David C. "Branding in the digital age." Harvard business review 88.12 (2010): 62-69.

Furner, Christopher P., Pradeep Racherla, and Jeffry S. Babb. "Mobile app stickiness (MASS) and mobile interactivity: A conceptual model." The Marketing Review 14.2 (2014): 163-188.

Grensing-Pophal, L (2014) DIGITAL ADVERTISING TRENDS YOU NEED TO KNOW. Web of Science. Econtent, 2014, Vol.37(5), pp.14-19

Hajli, N, M. (2013) A Study of the Impact of Social Media on Consumers. International Journal of Market Research, 56 (3), 387-404.

Kim, E., Lin, J.S., Sung, Y., (2013). To App or Not to App: Engaging Consumers via Branded Mobile Apps. Journal of Interactive Advertising, Vol.13(1), p.53-65.

Magrath, Victoria, and Helen McCormick. "Marketing design elements of mobile fashion retail apps." Journal of Fashion Marketing and Management 17.1 (2013): 115-134.

Noort, G.V, Voorveld, H.A.M, Reijmersdal, E.A, (2012) Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers' Online Flow Experience, Journal of Interactive Marketing, Vol.26, 223–234.

The Guardian. Available From http://www.theguardian.com/technology/2014/jun/26/uk-apps-economy-worth-four-billion-pounds [Accessed 26 October 2014].

Trainor, K. J. (2012) Relating Social Media Technologies to Performance: A Capabilities-Based Perspective. Journal of Personal Selling & Sales Management, 32 (3), 317-331.

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