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Student Project &
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Mastering Your Market With Digital Advertising
Mahlia Flores
Division:
Business and Computing
Department:
Business
Mentor:
Daniel Falkenstien
Mentor's e-mail:
dfalkenstein@cccd.edu
Author's e-mail:
mahliaflores@gmail.com
Abstract:

The technological advancements of the digital world has redefined communication measures, productivity in business, and drastically transformed and broadened influence over an array of viewers; therefore, is digital marketing the most effective advertising channel to master a demographic? Startup entrepreneurial businesses such as MavLove, a custom designed and manufactured line of reversible scarf tops, struggle to determine the most efficient channel of marketing to allocate their time and money to in order to generate maximum revenue. The pressure to pinpoint a specific marketing structure for a demographic motivates businesses to explore the digital social sphere. Due to the rise of social media influence, marketing has transformed from the traditional platforms to a variety of digital and social media based strategies; however selecting the marketing for optimum success proposes the ultimate challenge. By interviewing professionals in the field of sales and marketing, researching the realm of fashion, and collecting data based upon demographics, cost analysis, and successful model companies, the collected information provides rich evidence regarding the most successful pathways for startup businesses to entice consumers and increase brand popularity. When selecting a digital platform businesses should respond to social media by understanding its seven basic building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. By mastering unequivocal knowledge of a particular field, businesses can curate strategies for monitoring, undertaking, and responding to their customer base. The unique findings presented will allow struggling, or fresh startup businesses to identify the relationship they want to build with customers; therefore, selecting the most viable social media platform to master their demographic.

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