Assessingthe Effect of Online Marketing
Itis the opinion of Baker (2015) that all the members of an onlinehealthcare marketing team play a crucial role in the creation ofeffective marketing goals, strategies, and objectives. According tothe author, a marketing team is like a pool of knowledge andinformation. Each member has competitive advantage in terms ofexperience and knowledge with regard to the online marketing ofhealthcare services to women. Hence, each individual’s marketingproficiency in this segment of the population can contribute to thecreation of contented female consumers by prompting the formulationof customer-oriented marketing GSOTs. Subsequently, this will affectthis niche’s purchasing decision by increasing confidence andloyalty (Baker, 2015).
So,how does a member of a healthcare marketing group influence thecreation of GSOTs? Eysenbach(2014) notesthat each skilled member of this group provides relevant data in theform of structured and unstructured information gathered from socialmedia, machine data, and data from internet-enabled devices (tabletsand smartphones). Such data informs the creation of GSOTs because ithelps identify the desired trends that will drive advantageouschanges in online business tendencies. A healthcare team, asEysenbach(2014)continues to explain, can effectively predict the future of itsonline marketing of services by using predictive modeling techniques(statistical) centered on the data collected to generate effectivemarketing GSOTs. Per se, data influences the creation of onlinemarketing GSOTs.
Sincethe process of creating marketing GSOTs entails the consideration ofthe views (data) of many group members, internal disagreements mayarise. According to Cotton (2014), one of the best strategies forresolving GSOT creation disagreements is referring to companypolicies on conflict resolution. In case of disparities, I wouldpropose revisiting company policies since they have sections thatfocus on the different avenues of internal conflict resolution. Thesecond strategy I would propose is taking feasibility studies on themost controversial options to determine the cost-to-benefit ratio ofeach alternative, and conclude on the utmost practical organizationalpreference (Cotton, 2014). The third solution I would propose is arotational implementation (periodic) of each member’s point of viewin the business cycle. It is the view of the author that this solvesthe issue of internal disagreement since there is no friction betweenproposed frameworks of generating online marketing GSOTs.
Totone down on spending, companies often shrink funding to variousorganizational departments on top of laying-off some staff members.Without doubt, the marketing department is not left unscathed by thismitigation stunt. However, this has serious implications on abusiness. Kotler et al. (2015) note that minimizing marketing staffimplies that there will be an ineffective in-house team to manage thecreation of marketing GSOTs. Laying-off staff members is decreasing agroup’s knowledge and information base. Also, the authors observethat shrinking in funding impedes research and development because ofan inadequacy of funds to drive these decisive marketing procedures.On account of these inefficiencies, a company is driven into hiringoutside agencies to drive the process of formulating its marketingGSOTs.
Dealingwith a third party is a “two-sided” affair. Outside marketingagencies may help or hinder the process of establishing a company’smarketing GSOTs. Imagine a company dealing with an agency that is notsuitably accustomed to the online marketing of healthcare services towomen. The marketing GSOTs formulated by such an agency willdefinitely be unsuitable for a healthcare company. On the contrary,working with outside agencies conversant with the online marketing ofhealthcare services to women will provide significant competitiveadvantage. This is because the third party will generate marketingGSOTs that will be relevant and applicable to the business objectivesan online healthcare company.
Evidently,working with an outside source is a two-sided matter because it caneither turn out to be beneficial or destructive to the process ofestablishing a company’s GSOTs. To facilitate a healthy workingassociation with third parties, I might consider strict adherence tothe terms and conditions of the signed contract to avoid a breach inevery aspect. Secondly, I might consider holding frequent meetingswith the marketing heads of outside agencies to analyze unanticipatedemerging issues that may negatively affect our working affiliation. Iam certain that this will go a long way in assisting me to facilitatea healthy working relationship with outside marketing agencies.
Baker,T. (2015). Marketing planning Phase Three: Marketing strategyformulation. AComplete Guide Marketing Plans for Services,183-185. doi:10.1002/9781119207306.ch8
Cotton,J. (2014). Thedispute resolution review.London: Law Business Research.
Eysenbach,G. (2014). What is e-health? Journalof medical Internet research,3(2),e20.
Kotler,P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015).Marketing.Pearson Higher Education AU.