Critically examine any digital marketing approach that MINI might be taking. To what extent does MINI place an emphasis on digital marketing and what are the benefits to MINI from such an approach?
There is all cheering for companies in every industry to engage customers towards theory product offerings through digital marketing channels, but when it comes to choosing suitable models of digital marketing channel, marketers in the companies struggle to find an appropriate digital marketing model. No wonder therefore, despite using various channels of digital marketing, the company yet relies upon its network of dealerships to make certain that their core brand values are expressed to its customers and prospects. In more clear words, it is the dealer that has to tell the story in such a way that it converts the prospects into customers. This suggests that realising the deficiency of appropriate models of digital marketing MINI still believes in and emphasizes on the time-honoured channel of dealership network, despite makes use of a range of Digital forums comprising the website, Facebook, Twitter, You Tube and most notably, MINI Space.
Urban (2004) rightly argues that “the concept of digital marketing has been used more operationally, whilst the theoretical recognition and comprehensive models of how and why to use diverse digital marketing channels are yet in the evolutionary phase, and digital marketing use ought to be taken as using the internet and information technology to extend and advance time-honoured marketing functions” (p. 2). Therefore, from this very perspective, we need critically analyse as to what degree MINI places an emphasis on digital marketing and what are the benefits to MINI from such an approach. Edelman(2010), extends four ways to get more value from digital marketing namely orchestrate an integrated consumer experience, inspire customers to help stretch marketing budget, adopt a publisher’s discipline to curb costs, and use intelligence wisely to drive performance.