Individual Report Essay Example | Topics and Well Written Essays - 2000 words - 2

Individual Report - Essay Example The use of various techniques like the video marketing, and other digital media will help be very beneficial for the company and will also have a direct impact on the profitability of the company. The advent of the internet and new technologies has led to a number of improvements and changes in terms of the marketing techniques used within the company. Napster is an excellent example of the new technologies and the wide range of positive impact that the new techniques have brought to the world. Technology has allowed companies like Napster to build and develop systems where fans can share their favourite music with ease to others. After having understood and researched in detail the marketing mix and risk strategies of Napster, this paper aims at discussing the characteristics of Digital Marketing and how they apply to Napster. The paper will deal with each of the characteristics and will be followed by recommendations for each of the characteristics. There have been innumerable revolutions and changes that have occurred over the years and these have been immense in the marketing field. Chaffey has set down a few characteristics of digital marketing which he explains are essential aspects of the business and impact the businesses to a great extent (Chaffey, Ellis-Chadwick, Johnston, & Mayer, 2006). The following sections will define, discuss and demonstrate these characteristics and will link how they impact Napster and aspects that the company can do to improve their overall profitability. The first characteristic that is essential to be considered by all businesses in the current times is the need to â€Å"bring back the love† in the marketing. One of the major aspects that need to be considered by the new age digital marketing efforts is the need to not only focus on the customers based on the demographics and basic customer