(Marketing Report)write a marketing report in the role of the Essay

(Marketing Report)write a marketing report in the role of the consultant to the Board of The Birmingham Library - Essay Example It is a 360 degree approach in marketing which enables the marketer raise brand awareness and subsequently brand experience though various touch points. However, electronic marketing can only be successful if it is accompanies with strategies influencing the customer perception from different touch points also, such as print media, advertising, television, outdoor media, etc. In the present report, a situational analysis has been done. E- Marketing has been taken as a strategy for branding and promotions of the newly established library in Birmingham. The target customers fall in the age group of 18-25 years. Since this generation is mostly customer savvy and addicted to internet and other social media activities, using electronic marketing to target these customers will be of sustainable advantage. SOSTAC format have been applied for the development of situation, objectives and strategies. From the specified strategies, tactics, applications and action plans have been recommended. A proper control analysis has been done to identify the future issues and recommended future strategies to control them. Introduction The Library of Birmingham is the new library that has recently completed its construction. Upon completion, this will replace the Birmingham Central Library, based in Birmingham, United Kingdom. The Library of Birmingham is the new extension of the Central Library having modern technology and state of art infrastructure. The new library is a 188 million pounds project. The central library was completed in the year 1983 and was opened for public in the year 1984. Central library is considered as one of the most popular and visited libraries of the country. With the opening of the new library, many new services will be launched. Since it is completely new establishment, most of the products and features of the library will be ungraded and advanced. E-Marketing A description of electronic marketing will be use for digital technologies and electronic devic es in order to sell and promote products and services. According to authors like Xing et al (2004) and McQuitty and Peterrson (2000), the percentage of people accessing the internet and involving in online data gathering about products and services has grown over the years. Business has grown all over the world with the advent of electronic marketing (Joines, Scherer and Scheufele, 2003) and it will create huge marketing opportunity for the organisations (Pollack, 1999; Hoffman, 2000). Electronic marketing can also be defined as an online channel through with customers and marketers enter into a transaction phase for sale and purchase, which benefits both parties. According to Meuter et al, (2000) internet marketing can be explained as a virtual platform where services and products existing as digital information can be exchanged with the help of channels which are informative. In this type of media, people and groups create, share and exchange ideas and information through online c ommunities and networks (Mangold and Faulds, 2009). Electronic media is different from traditional media in many ways such as reach, quality, frequency,