Marketing essay writing help analysis and marketing plan on: Company strategy of Band Wagon & its IMC
Q?? Write an essay on Marketing plan of Band Wagon??
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Introduction
In existing business environment, some significant changes in trends and practices of business organizations have been observed quite significantly. There is a greater impact of information technology over business practices undertaken by organizations. In existing period of time, there are different innovative as well as effective tools and techniques related with marketing and other organizational functions, with the help of which business organizations have enhanced their operational efficiency quite intensively. Along with this demand of the customers have also become quite dynamic as availability of new and a variety of different and innovative product offerings have provided a wide scope for them to make selection. In this scenario, it has become quite essential for business organizations to keep updated themselves with the changing needs and preferences of its customer. They are required to make some frequent changes in their product offerings and business processes (Zarrella 2009).
In direction to the discussion made above, social media marketing and relationship marketing have been emerged as one of the most effective and innovative tools of marketing. In today’s era of information technology, there are varieties of tools available to people that helps them in building their social network. These tools and techniques are quite prompting for marketers as it allows them to cater mass market. In addition to this, marketing through these new tools of social media marketing also helps the organization to have close relationship with customers and keep pace with the rapid changes prevailing in existing external business environment. Moreover, technological advancement in business environment has also allowed customers to use internet, mobile phones as an effective tools of networking. There are different new platforms such as android and windows available for mobile phones users, which supports different type of applications of social media. The positive intention of customers regarding these different types of applications within the existing period of time can be proved quite lucrative for marketer. However, dynamic nature of preferences of customers has also created an issue for marketer regarding the constant popularity of a particular application (Evans 2012).
In relation to this, the presented essay is directed to shed some intensive light over application of a newly emerged tool of marketing, i.e. ‘App’ Bandwagon. In existing period of time, the popularity of this application among young generation is emerging quite consistently. The paper provides some intensive supports to the debate that reliance of business organizations over this tool of social media is worthy or it is just a fashion on which, the overreliance of the marketers can be proved quite harmful. In context to this, the paper reveals significance along with the issues of the increasing usage of App bandwagon for customers. In addition to this, the paper also judges the viability and significance of App bandwagon as a tool of Relationship marketing and Integrated Marketing Communications for a business organization in existing highly competitive business environment. On the basis of different examples and theoretical assumptions, the paper aims to conclude the debate over the applicability and significance over app bandwagon.
‘App’ Bandwagon and its Usage by customers
Apps Bandwagon is a new application launched for mobile phone, which provides a new and effective way of undertaking exchange of social content and conversations within a particular group. This application allows the user to have Group Chat with Twitter, Facebook, Instagram, and YouTube Content. This application is especially design for the customers who are quite addicted to social media and grouping measures. The application provides everything, which is quite required for effective social networking. For instance, the application provides the facilities of group messaging, photo and video content uploading, sharing of photo, chatting with other individual or a group simultaneously, and so on. The application provides a new experience about the social networking and media for the user. This application is also quite synchronized with other measures of social networking such as Facebook, Twitter, YouTube, and Instagram. These all the personalized streams are known as Wagons (Bandwagon: description 2012).
In addition to the social networking sites, bandwagon also works as search engine also on which, a user can easily find out any topic, event and person as per his own interest. Unlike other tools of social networking, Bandwagon is the tool, which allows a person to get their other wagons (such as Facebook, Twitter, YouTube, and Instagram) quite updated and rich. This application makes it quite easy for the user to search the desired content and put the content on the selected wagon (Rohlfs 2003). Along with this, from the perspective of user, who are not quite tech savvy, Bandwagon provides an easy way of social networking as there are quite simple processes to be followed on Bandwagon. These steps are:
Step 1: for the purpose of searching any desired content, the user is required to type the name of people, places, event, and any for which, some relevant content is required.
Step 2: After searching the related content, different streams or wagon, duly synchronized with the apps, such as Facebook, Twitter, YouTube, and Instagram, are searched and the most effective and suitable wagon is needed to be selected.
Step 3 in this step, the user is required to give some specific name to the wagon and needs to invite friends to share the uploaded content.
In addition to this for the purpose of making the sharing and networking quite easy for the user the apps provides different choices regarding available favorite Music, Celebs, Sports, TV/Movies, Tech, Politics, etc. from which, the user can select his favorite content for sharing in his social network (Itunes 2012).
From the perspective of the Utility of this application for the users, it can be considered that the apps provide a new and innovative way of social communication and networking measures. In direction to this, with the help of this app, uploading and sharing of different content including photos and videos have also become quite easy, effective and real time, for the users. The user can easily be in touch with his friend and social network anytime and anywhere with the help of his mobile phones. For a user, in group interaction and socialization becomes quite easy and effective with the help of this measure.
Significance of the App bandwagon for customers and organizations
The popularity of App bandwagon among youth and android users is enhancing day by day. There are different advantages and edges of this applications that prompt users of android platform to get associated with this application. In the context of a customer, it helps the users to get socialized in the most effective and efficient manner. For instance, if a user wants to send any message or any picture, he needs only to login on the application and leave the message on different wagons. The social networking sites synchronized with the application will easily disseminate the message within the group of the user. In addition to this, the significance of this app can also be proved with the help of the value maximization concept. As per the concept, everything purchased or used by a user is having some certain values and utility. This significance of that thing is determined by the intensity of the value delivered by that thing. In context to this, the theory of value maximization states that wider the utility of the thing for the user, higher will be the value of the thing for the user. Moreover, higher the value provided by the thing, higher will be the significance of that thing for the user (Woodside 2003).
In relation to this, customer buying behavior theory also states that from the perspective of a customer, it is quite essential that the thing, he is buying, will provide maximum values and fulfill his maximum needs. In this context, a customer also shows a positive intention towards the things which maximize the value of money paid by the customers for purchasing or consuming that thing. In relation to this theory, it can be seen that app bandwagon provides some unique features and experience to the users in social networking. With the help of this application, the user can easily handle more than one social networking site simultaneously. This also helps him to avail maximum advantages of different types of social networking facilities provided by different networking sites. Owing to this reason, for the customer the utility of the app bandwagon is quite higher, which enhances the value provided by the application. In this context the higher significance of the app for a customer can be justified quite intensively (Goektuerk 2007).
Along with customers, app bandwagon is also quite useful and significant for the business organization. In the existing business environment, due to the fast and rapid changes in the preferences of customers, business organizations have changed their focus regarding social marketing. As per the concept of social marketing, the marketing that aims to target a particular group or society in order to cater a mass market can be categorized as social marketing. In existing period of time, enhanced usage of internet by individuals has made the marketing practices of the organizations quite easy and effective. In direction to this, trend of virtual community and social networking through different available social networking sites have provided a new way and platform for marketers, where they can not only make positive, personalized and long term relationship with customers but they can also attract mass market without using much resources. In this context to this, app bandwagon provides an effective and efficient way for marketers of the business organizations to market their product through various social networking sites, such as Facebook, Twitter, YouTube, and Instagram simultaneously. As the craze of app bandwagon is enhancing quite rapidly among young generation, the potentiality of this application for the marketer is enhancing quite intensively (Linthicum 2004).
In addition to this, the Integrated Marketing Mix theory also states that a successful marketing campaign helps the organization to enhance awareness about its products among customers. Along with this, enhancement in the popularity of the product offering is also an important objective of the marketing campaign of the organization. As per the concept, along with different important and effective measures of marketing communications, word of mouth publicity is the most effective method on which, the organization is not require making some intensive investments (Koekemoer 2004). In direction to this, the bandwagon is the measure which connects different people together and enhances their interaction. The advertising of the products on this measure will also lead the company to build some informal relationship with customer. The positive relationship of the company with its customers also enhances the positive experience of the customers with the company (Cakim 2010). Along with this, the measures of social interaction such as Bandwagon is quite useful measure for the customers through which, they can share their positive experiences with the company within their community. From the perspective of the word of mouth publicity, this can be proved quite effective and intensive measures for the organization (Sernovitz, Kawasaki and Godin 2012).
Experiencing some of the positive outcomes of the app bandwagon, nowadays business organizations have started to put some intensive attention over this app. For instance, different Investment management firms and brokerages organizations such as Barclays, Deutsche Bank, HSBC, Lloyds, JPMorgan, and Morgan Stanley have shown their positive intentions toward mobility and turned towards different important applications such as Bandwagon for the purpose of advertising themselves (Taylor 2012).
Issues associated with the usage of App bandwagon
As every coin has two different sides, the app bandwagon is also having some critical issues. The first and foremost issue associated with the application is the usage of this application is quite complex from the perspective of newly users of mobile phone. The usage of app bandwagon is quite complex for the person, who is not quite tech savvy. As through this measure, handling of multiple social networking sites is done, sometimes for a new user it becomes quite complex to understand the application and its process. In context to this, as per the technology acceptance model (TAM), it can be understand that complexities in handling a new technology restricts the span of the success of that technology among its users (Ku 2009).
In addition to this, another critical issue associated with this application is the dynamic nature of the demands and requirements of customers in the market. in existing highly advanced business environment, there are a number of different new and innovative applications are quite available for the customers. In this context, the popularity of a new application is not quite sustainable as the threat of alternatives is always high in the case of apps. This issue can also be proved quite critical for the sustainability of app bandwagon among its users. As the social media is getting developed at a rapid pace and adoption of the new technology among new generation is quite high, it becomes quite essential to the app bandwagon to undertake frequent innovation and changes in its operational framework for combating with the different and dynamic requirement of customers (Rohlfs 2003).
Relationship marketing and its implication over popularity of App bandwagon
Relationship marketing can be said to be as the form of marketing that is developed from the direct marketing campaigns organized by the organizations in order to emphasize on the customers satisfaction and retention rather than solely focusing on the sales transactions. Relationship marketing is different from other forms of marketing activities and this entails long term customer value and relationship using extended communications which are beyond the sales promotion activities and advertising activities. There are high implications of the relationship marketing on the apps bandwagon. With the development and high popularity of the mobile platforms and internet and the usage of applications on mobiles, relationship marketing has been evolving high and has moved forward as the technology has opened several collaborations and social communications channels for the organizations (Little and Marandi 2003).
Relationship marketing includes the use of several technologies for the purpose of maintaining relationships with the customers and retains the customers for long term. Relationship marketing includes the use of tools for the purpose of managing relationships with customers that are beyond the customer’s service data and demographics. Relationship marketing includes the inbound marketing efforts which are associated with the combination of strategic content and search optimization, social media, public relations and development of applications. Relationship marketing includes the use of technology in order to organize, synchronize the processes associated with businesses vitally automate the business marketing and communication processes. With the popularity of the several applications among the customers organizations are looking at developing applications for the purpose of increasing the customer’s awareness about the company and its products.
Organizations are looking at the relationship marketing activities due to the extensive competition prevailing in the market and develop their [products and services to a higher level. There is a high implication of the relationship marketing on the popularity of the apps bandwagon. For effective relationship marketing by organizations the use of the technical applications by them is on the rise. Several organizations are using applications to promote their brands and are also offering applications for making purchases or identify their products by customers from time to time. Organizations in the current period are using several relationship marketing efforts and this has led to the popularity of the apps bandwagon. The organizations are forced to adopt and develop apps in order to face competition. This is done by the organizations in order to gain attention of the customers and maintain relationship with the customers (Little and Marandi 2003).
Relationship marketing presents highly seductive opportunities for the new forms of communications in between the organizations or marketers and customers. Several new platforms have been opened by the advancement of the technology and the applications are the most essential and effective among them. For attracting new customers and attract targeted audiences several new media opportunities are now available to the marketers or organizations. With the advancement of the technology there are several applications which are highly used by the consumers and apart from this with the advancement in the usage of the social media sites each consumers must visit it for information using mobile applications. With the high usage of the applications by customers the organizations are using it as a high medium for relationship marketing. In the current scenario the marketing communication practitioners are looking for new ideas and technologies that are associated with promoting the business of the organizations and maintain relationships with the customers. In this current era when the marketers are considering the costs of marketing using cost efficient technology the use of apps are getting higher attention with marketers. With the advancement of the technology and the technological drives like use of high bandwidth, social drivers like the excessive use of apps by the IT savvy youths and so on (Smith 2011).
Relationship marketing also holds high priority for the use of the new and advanced technology which is promoting the apps bandwagon. The need for the increase in the practices for relationship marketing by the use of applications is on a rise by several organizations. The organizations are forced to follow the same path as the competitors are providing the facility to the customers. The popularity of apps bandwagon is gaining speed because of the increase in the popularity the applications among the marketers. The relationship marketing is the need of the current business scenario and this helps the organizations in generating the customer’s loyalty and retaining them for long. With the use of the different applications the marketers are trying to analyze the ways in which the consumers interact and use social media to socialize. Before the use of the social media strategies marketers must analyze how to engage the customers in a controlled and cost effective manner (Smith 2011).
The relationship marketing also have several implications over the popularity of the apps bandwagon as the relationship marketing entails the use of the strategies using which the organization can promote the organizations and can retain customers and make them loyal. With the use of the applications it often enables better targeting of the customers based on the age groups and different demographics and then attracting them with appropriate communication channels. There are certain expectations by the organizations using applications to increase their relationship marketing practices can also result into effective marketing. The apps bandwagon has taken place due to the increase in the relationship marketing practices all around the world. The organizations are trying to tap the customers due to the increase in the level of competition due to the advancement of technology and among this the use of the apps is one of the most vital developments. The use of the apps in retaining customers and providing them with the increased satisfaction is among the factors that led to the bandwagon impact on the use of the apps. Thus it can be said that the advancement in the relationship marketing practices have high implications on the apps bandwagon (Little and Marandi 2003).
App bandwagon as a tool of Integrated Marketing Communications
Apps bandwagon is highly an effective tool for the purpose of integrated marketing communication. Integrated marketing communication is the approach of brand communication where different modes of marketing and communications strategies work together. The main objective of the integrated marketing communication is to make all the efforts of marketing like sales promotion, advertisements, direct marketing, public relations, and online communications and so on, to work together as a single force apart from making each force to work in isolation (Shimp 2008).
The apps bandwagon acts as a tool for the integrated marketing communication as this provides all these aspects to the organizations. With the use of the apps the organizations can perform all these activities and can act as a integrated marketing tool (Smith, Pulford, Berry and Smith 1999). The apps bandwagon has become an effective tool for the organizations to support the integrated marketing practices. Using the apps the organizations can easily perform all the marketing and promotion activities like, sales promotion, direct marketing, communications with the customers, advertisements and so on. The organizations are using the apps for the purpose of increasing the communications with the customers and perform integrated marketing activities. The apps acts as the toll for the integrated marketing communication as this helps the organizations’ to perform all the marketing and promotion activities at one end and can also increase the communication with the customers in an easy and effective manner (Smith, Pulford, Berry and Smith 1999). The apps acts as the effective tool for the promotion of the activities that are associated with the organizations marketing activities and provides the organization with options to do all the activities in an effective and reasonable manner. Thus it can be said that the apps bandwagon acts as an effective and efficient tool of the integrated marketing communication for the organizations.
Future of App bandwagon
In contemporary and dynamic business environment in which, advancements in technology are taking place at a rapid pace, the future of band wagon is not so much secure. Although there are a number of different advantages and utilities of the app Bandwagon, yet the frequent introduction of different new technologies and applications within the market place denotes that there is a need of undertaking some crucial changes in the existing service offerings by app bandwagon. In future, the app is making some much desired and effective changes in its presentations and its utilities. As the complexities in the handling of this application is one of the most critical shortcomings of the app, the app is undertaking some changes in direction to keep its quite easy to handle for a new user. This will lead to enhance the utilities (Linthicum 2004).
Form the business perspective also the future of app bandwagon can be considered quite lucrative as nowadays the understanding and intention of business organizations towards social media marketing have become quite positive. The concept of relationship marketing and word of mouth publicity state that for a business organization, development of some informal relationship with the customer and customer group will be quite crucial method to be popular among its existing as well as potential customers. Understanding this requirement, business organizations are exploring some crucial platforms from which they can operate and commence its marketing campaign. In this context, nowadays marketers have become quite keen towards being associated with different social networking utilities such as bandwagon, which is expected to be risen up in the near future. Along with this enhanced popularity of different social networking sites and utilities are also promoting the development of the mobile apps such as bandwagon in near future (Bekkers 2001).
Conclusion
In today’s era of information technology, the disposition of marketing has become quite broad. Nowadays, the social networking has become quite popular among young generation which is promoting the development of some competent platform and application which can support the social networking quite intensively. In direction to this, the paper has shed some intensive lights over app bandwagon and its implication in social media marketing and IMC tools of business organizations. On the basis of the review of the entire findings of the research work it can be concluded that app bandwagon has presenting a number of different utilities and advantages to its user, which is enhancing the value retrieved by the customers by using this app. The paper has also revealed as app bandwagon is one of the most prominent and effective ways available to young generation for enhancing interaction within their social network, the app can also be proved as quite effective marketing and communication channels for catering the mass population. The paper has also explored the utility of bandwagon application for business organization as a tool of relationship marketing and IMC. By associating with this application the company can cater different type of social networking sites such as Facebook, Twitter, YouTube, and Instagram, quite easily. In all the paper can be concluded by saying that in existing dynamic business environment, there is need of making some frequent changes in the operational framework of the app so that it can remain fruitful app for customers and marketers.
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