Digital Marketing Trends and How Coca Cola Utilizes Digital Marketing (Essay Sample)

Digital Marketing:
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Executive Summary.
This paper looks at various ways of conducting digital marketing and the current trends various firms are using in order to gain competitive advantage over their competitors. The paper explores various strategies of digital marketing such as microsite, SEO optimization among others. Further we look at Coca Cola industry and analyze how the coca cola company promotes it the coca Cola drink as our case study
Key words: Digital Marketing, SEO, Microsites, Social Media
Introduction
A microsite is sometimes referred to as a weblet or a minisite. A microsite is a website made up of a single page or multiple pages which complement or supplement the company's primary website (Friedrichsen, and Mühl-benninghaus, 2013, p.166). Typically a microsite will have its autonomous URL different from the main site. Most Minisites are specialized in giving product information and can act as a permanent place for showcasing goods and a temporary website for promoting new products. Sometimes one can confuse a microsite with an organization's blog or any other platform that is branded it is should be noted that a microsite doesn't have the name or logo of the business that sponsors the site. A company has to register a microsite using a new domain name (Brennan, and Schafer, 2010). 
Current Digital Marketing Strategies
According to Greenberg and Kates (2014, pp. 123-324), in the technological arena, any year that passes means that technology must improve rendering the previous innovations not up to date. Therefore, the below-mentioned tools are tools that are trending in this years and probably in the next five years none of them will be trendy anymore in marketing for thy shall be already outpaced by newer ideas and technologies
Current Trends in Digital Marketing Tools and Technology
This year has seen a wake of data drove tools that are aimed at making the biggest difference. They are used in large tasks from analysis to retailing in ecommerce. Some of the tools also relate much to the content marketing. These include
Tools for Curation of Contents
Content curation is the act of finding relevant information for the targeted audience from different sources and strategically sharing the information through various communications channels. This digital marketing strategy has been enhanced by different tools. The advantage of knowing your audience is important since you can gauge the how the market is and this gives the organization the ability to give their clients what they want examples of these tools to include Curata, Kapost, Percolate among others (Del et al. 2013).
According to kasian-lew (2014, pp. 44), content curation should be built on ethical values, specific information like you are talking to an individual and should offset promotional awareness.
Content Personalization, Recommendation, Retargeting, and Review of Effectiveness Tools
It is not only enough to build outstanding materials for digital marketing for the targeted audience. Giving dynamic information recommending the best and relevant page for a new client can be really of help. Technologies aimed at personalizing sites have been implemented. Their main objective includes giving information on offers to visiting clients on customer websites for a targeted product (Del et al. 2013). Mostly this strategy has been used in ecommerce. Examples of these tools include Brilliance used for making ecommerce content and personalization, Ido which gives B2B and B2C recommendations on materials and Monetate which specializes in E-commerce among others
Content Distribution
Content distribution means sharing through social networks. These tools help in advertising or remarketing in most social media platforms. These devices comprise of Oktopost, Hootsuite among others (Friedrichsen, and Mühl-benninghaus, 2013, pp.74-156)
SEO, and Management of Social Media
These tools started as a merely SEO tools for reviewing backlinks and Keywords. Currently, they are expanding to social media and management of content. They also have various management tools and workflow. Some of these tools include Analytic SEO among others (Qualman 2009, pp. 10-44).
Value Optimization and User Engagement.
Various organizations have analytic services that are used to track the number of visitors to their websites. Google Analytics is the most favored and effective. While these tools can show the number of users, their excursions through the site, and the sources. They are limited in such a way that most data is can only be seen in an aggregate of different sections. They do not understand the individual user behavior, the actions that are repeated by a group of customers for instance RFM, analysis of lifetime values and cohort or the behavior of different devices. The following tools offer a value-based focus and user-defined which Google has been using they include Chartbeat, which focuses on publishers, Kissmetrics, and Mixpanel, which has concentrated on both mobile and web services (Vrechopoulos and Kopanakis 2010).
Intelligent Analysis
The applications mentioned earlier also has another weakness which is they can only be used by professionals who deal in Information Technology, and one requires the knowledge to know how to use the data they get from these tools (Wertime & Fenwick, 2008). The users should determine the right queries to bring forward, how to modify the instrument of the respective organization like showing the goals, finding the right reports and finally understand the very complex and multidimensional reports. These can only be done by skilled analysts. Some tools represent this data very clearly to the beginners and managers, and also, an integrate action can be very helpful. These devices include Quill engage, Smart Insights among others
How Microsites, Social Media, and Promotional Activity Can Be Incorporated Into the Digital Marketing Campaign.
Microsites
Various organizations have sought to use microsites to emphasize on campaign or target specific clients. Other agencies have used microsites to give a short story and call for a particular action. In the recent years have seen the popularity of microsite rise due to the rising popularity of social media. Some organizations have fully incorporated microsites as part of their digital marketing
How Companies have included Microsites
Branding: microsites performs better than larger websites regarding clarity of a given brand and the ability to make the salespersons have control of the product design
Focus it provides the customers more experience since specifications of a particular product is highlighted hence less distracting to the client due to removal of cluttered information hence encoding them to get onto the campaign section which is usually the main website
SEO Most microsites have unique URL and address that is easily remembered .this assists in helping customers access the products with the available services efficiently
Cost creating larger websites is considered costly than actually maintaining the microsites. Due to fewer pages eases the ability to manage the content
Social Aggregation through launching campaigns on social media a wider population gets informed within a very short period.it is more detailed flexible and an easy way to engage the customers in a niche market. The response is usually positive as a result of doing social aggregation
Social Media
Social media entails, in this section, building social communities, having a targeted content, and conducting specific outreach strategies and not just creating a Facebook page and sending tweets or circulating photos and sometimes videos like what most people do. What steers our success further includes the following
Understanding people's opinion online through landscape analysis is a serious concern, getting to know is saying what and why is fundamental
Building trust of the community members and including the targeted population in real time guarantees success
Through proper strategizing and developing the content, this entails graphics, shaped messaging and graphics
Engaging them in social events such as Facebook chats, photo sharing new platforms...