Get a Free E-Book! ($50 Value)
HIRE A WRITER!
Paper Types
Disciplines
Get a Free E-Book! ($50 Value)

Branding in the Digital Age, Article Critique Example

Pages: 1

Words: 538

Article Critique

The article suggests that companies are still following outdated marketing strategies which assumed that interacted between companies and consumers ended once the purchase had been made. Now consumers continue to engage with the brand long after they have made a purchase, thus, the companies need to better understand their customers and redesign their whole set of marketing activities. There are four stages through which an average consumer go and they are consider, evaluate, buy, and enjoy, advocate, bond. According to the author, old marketing strategies target consumers at the buy stage even though they should really be targeting consumers at the point where they consider their options and compare them. The author recommends the companies to integrate all marketing-related activities including collection of customer data so that not only the companies better understand their targeted markets but also portray consistent brand image through different marketing channels (Edelman).

The main strength of the article is that it carefully describes the whole processes consumers now usually go through from initial research and evaluation to purchase and brand engagement. Consumers’ interaction with brands doesn’t end now once the purchase has been made because internet has made it possible for consumers to engage with brands and express their views that is not possible through traditional media such as TV and newspapers. Another strong point about the article is that it sheds light on the importance of understanding consumers’ behavior and attempting to influence them while they are still at the decision-making stage. The article also mentions the fact that marketing should take more important role in the overall business strategy and some of the tasks previously done by other departments should be delegated to the marketing department such as customer data collection and management.

One of the weaknesses of the article is that it doesn’t mention the limitations of the recommendations offered by the author. There may be some items to which these recommendations do not apply or to whom some stages do not apply. For e.g. snack food products are purchased on frequent basis and many customers may not consider it worth their time to research options or engage with the brand because the products would simply be acquired taste or habitual purchases. Another weakness of the article is that the author has evaluated the effectiveness of the proposed recommendations on the basis of few examples such as a TV manufacturer. The author mentions that brands such as Nike and Apple have not really followed the proposed recommendation yet Apple and Nike are seen as effective marketers. Apple has done little to collect data on customers and Nike has done little to improve search engine marketing strategy yet they are strong marketing forces.

The article lends support to the idea that international marketing should take unique local characteristics into account and uniform global marketing strategies may be cheaper but not effective in achieving the marketing objectives. Another contribution of the article to international marketing is that it emphasizes the importance of portraying consistent brand image otherwise confused consumers will flock to the competitors. Strong brands can help companies gain market share as well as create artificial competitive barriers for the competition.

Reference

Edelman, David C. “Branding in the Digital Age.” Harvard Business Review December 2010: 1-8.

Time is precious

Time is precious

don’t waste it!

Get instant essay
writing help!
Get instant essay writing help!
Plagiarism-free guarantee

Plagiarism-free
guarantee

Privacy guarantee

Privacy
guarantee

Secure checkout

Secure
checkout

Money back guarantee

Money back
guarantee

Related Article Critique Samples & Examples

Health Affairs at the Intersection of Health, Article Critique Example

Medicine and Health: Health Affairs at the Intersection ofHealth, Health Care and Policy What’s going on or what is the issue at hand? According to [...]

Pages: 1

Words: 316

Article Critique

NYPD Shoots Man in Times Square, Article Critique Example

In the YouTube video, a man with dreadlocks, apparently high on some kind of drug, possibly methamphetamine, was shot by the New York Police after [...]

Pages: 1

Words: 297

Article Critique

Evaluating Research Problems, Article Critique Example

Chiloane (2010) presents a research problem dealing with South African business women after a time period of apartheid in which women could not hold property: [...]

Pages: 1

Words: 592

Article Critique

Masturbation as a Means of Achieving Sexual Health, Article Critique Example

Summary Statement This article by Dr. Eli Coleman, professor of Human Sexuality at the University of Minnesota Medical School, is divided into three main sections–1), [...]

Pages: 1

Words: 1163

Article Critique

Critical Behavior in Research, Article Critique Example

What ethical issue is at the heart of the article? Many scholars are concerned that guidelines on ethics need to be more assertive when dealing [...]

Pages: 1

Words: 844

Article Critique

The Impact of Culture on Childhood Development, Article Critique Example

The process of development in infancy, childhood and adolescence is inextricably intertwined with cultural factors. Development does not happen in a vacuum; while infants may [...]

Pages: 1

Words: 731

Article Critique

Health Affairs at the Intersection of Health, Article Critique Example

Medicine and Health: Health Affairs at the Intersection ofHealth, Health Care and Policy What’s going on or what is the issue at hand? According to [...]

Pages: 1

Words: 316

Article Critique

NYPD Shoots Man in Times Square, Article Critique Example

In the YouTube video, a man with dreadlocks, apparently high on some kind of drug, possibly methamphetamine, was shot by the New York Police after [...]

Pages: 1

Words: 297

Article Critique

Evaluating Research Problems, Article Critique Example

Chiloane (2010) presents a research problem dealing with South African business women after a time period of apartheid in which women could not hold property: [...]

Pages: 1

Words: 592

Article Critique

Masturbation as a Means of Achieving Sexual Health, Article Critique Example

Summary Statement This article by Dr. Eli Coleman, professor of Human Sexuality at the University of Minnesota Medical School, is divided into three main sections–1), [...]

Pages: 1

Words: 1163

Article Critique

Critical Behavior in Research, Article Critique Example

What ethical issue is at the heart of the article? Many scholars are concerned that guidelines on ethics need to be more assertive when dealing [...]

Pages: 1

Words: 844

Article Critique

The Impact of Culture on Childhood Development, Article Critique Example

The process of development in infancy, childhood and adolescence is inextricably intertwined with cultural factors. Development does not happen in a vacuum; while infants may [...]

Pages: 1

Words: 731

Article Critique

Get a Free E-Book ($50 in value)

Get a Free E-Book

How To Write The Best Essay Ever!

How To Write The Best Essay Ever!