Question No.

1:

As a digital marketer for a wealth Max I would prefer to go for the below mentioned digital marketing
product platforms to boost up the online and digital presence of the brand:

1. social media platform : this is well known and easily accessible mode of marketing with her huge
reach. In today's era consumers are highly relying on social media platforms such as Instagram
Facebook Snapchat LinkedIn and telegram. This is why it has become essential for a brand to
make their existence and activeness on these platforms by making their particular accounts. if
we look into social media marketing platform as a snapshot how much coverage it gives as
below :
a. Recent stats says that an individual handles around 8 social media accounts.
b. on an average 2 hours and 20 minutes is it spent by a person birthday on social media.
c. around 3.26 billion of population is accessing social media successfully.

by seeing the above stats one could not deny there could be any mode this much efficient
comparative to social media. on social media paid advertisements and paid campaigns could be
launched targeting the particular audience group differentiating by there job title interests and location
etc.

2. Influencer marketing: in the era of Internet opportunities are endless add influencers or utilizing
the same in a best possible way by creating their contents and releasing on Internet by the
mode of photographs and videos. also there are group of influencers who are dealing in field
specific it may be finance, travel, food, hotels etc. As a wealth Max marketer I would try to look
into influencers who are dealing with finance contents with good subscriber base. This mode off
marketing could be effective as the subscribers rely and believe all the content shared by the
influencer or content creator and promoting the brand and its products buy this mode would it
be more effective in terms of increasing the customer base.
here's an example of influencer marketing one of the Instagram influencer “Neha Nagar”
promotes various brands who are dealing with crypto currencies , share trading and mutual
funds. if we look into the brands and then “cred” is utilizing this influencer marketing by
associating with different influencers who are well forming well on YouTube, Instagram and
Facebook.
3. Email marketing: Email marketing is a mode of marketing where and organization keep
themselves connected to the user who already connected to their database to update them
with customized newsletters and offers depending on their previous histories of shopping and
engagements . Email marketing enables an organization also to upscale their sales by updating
and upgrading the services and products of existing customer base where they can make
themselves connected.
For an example HDFC Bank is very prominent in sending mails to enhance their reach toda new
user base by promoting there interest rates ,FD rates ,saving account benefits and later with
mutual funds, home loan and trading.
4. Content marketing: content marketing could be considered as a base of all the marketing
platforms we will be discussing or discussed, in this platform marketing team of organization
 works efficiently to create content, videos and FAQs which helps consumers and various stages
of deciding the purchase:
The awareness stage: it is a stage where contains I framed as such that buyers our customer
pays feels that there is a need of purchasing the financial products like cryptocurrencies, mutual
funds etc. In this stage the contents meet the end user’s needs and criteria which gives the high
probability of creating a need in the consumers mind.
the consideration stage: when a consumer has understood the need and started considering
the products then marketing team introduces content with the relevant product which is fine
and ask acceptable to the consumers. In this content the product ratings reviews popularity is
made available to the buyer.
Decision stage: in this stage when user has decided the product then content helps buyer to go
through the process and finalize the deal.

This mode of digital marketing considered to be more efficient in terms of less investment with
better ideas and multiplicative leads.

5. Search engine optimization marketing: SEOs plays a vital role 2 strengthen the content
marketing platform because when a customer starts the research suppose all financial product
lines then it is considered that it will be the highest probability of first five result to be clicked by
researcher to go through content that link is having. therefore the marketing teams works to
optimize the content for user ensuring that the elements are placed in a way to enable search
engine to easily find and index this content.

Above discussed five platforms would be more efficient and cost effective to generate more and more
leads and enable the online presence of wealth Max brand as a finance solution provider.

Question No. 2:

Traditional marketing concept:

Traditional marketing concept focuses majorly on products with an objective to work on production and
marketing of the products with gaining more profit. Profit is major focus of this concept. This concept is
short term oriented with less promotional activities. It involves manual and physical marketing tools and
concepts. Its one of the narrow concept which is bound to existing market as it does not have the
focused set of customers. This concept doesn’t perform any market survey and competition. This
concept is limited to local areas.

Modern Marketing Concept:

Modern marketing concept could be considered as a new era marketing concept which has multi
dimensional objectives which are selling the product gaining more profits and emphasizing on the
customer satisfaction. this marketing concept is customer centric and refers to a broader concept. It has
long term prospects and sustained considerations on promotional activities. It involves the digital and
modern tools in addition to the traditional methods. It involves lot of surveys related to market and
competitions. It can be utilized for global area.

The owners of WealthMax should opt for the Modern Marketing Concept for going online, as it will be
advantageous in below manners:

1. It will enable business to open for larger/bigger markets.

2. It will be cost efficient.
3. Customer Engagement could be driven more effectively.
4. Higher Return on Investments.

Eras of Marketing:

Simple Trade Era: Handmade Era, where hand created goods were dominating and it was made as per
the household needs, this era is also meant to be Pre-industry Revolution Era. Production of cattlebase
products, marketing of the ownerships of animals by branding. Trademark was also introduced where
blacksmith puts a special trademark on the goods made by him.

Production Era: this was introduced during the industrial revolution 1860s – 1920s where the concept
was produce the goods in mass with a mindset if a product is produced then someone will come to buy
the same, due to this only businesses were enable to sell anything.

Sales Era: As the market was becoming more saturated which increased the competition during the
period of 1920s – 1940s. as the competition was in place in the market then introduction to new sales
techniques arrived to sell the products, price was the vital role player in this era irrespective of the
quality and customer satisfaction or needs.

Marketing Department Era: this era introduced in 1940s and lasted for 1960s, where all the activities
related to marketing are grouped separately like advertising, sponsorships, sales promotions, price
promotions and public relations.

Marketing Company Era: This era starting in 1960 to early 1990, brand owners started taking the taking
the products journey seriously which was depending on the need of the customers and this the new
demand of marketing. Now the marketing has become the lifeline of an organisation with a concept of
“Customer is King”.

Relationship Marketing Era : New Age marketing lasted till 2010 where relations with long term
relationship. Major objective was customer loyalty with thought of bringing customers back every time.

Social/Mobile Marketing Era : this era is going on at present where businesses where focusing on
connecting to customers socially in real time without any lag also trying to communicate to customers
round the clock.

Question No. 3b:

Communication of a business to customers/potential customers plays a vital role in setting up the brand
and vision, it helps in proper planning and setup establish a successful campaign. This communication
can be established by using various media sources which are explained as below:
1. Print Media: Mode of communication which has printed materials like newspapers, books &
Magazines consisting of words and images. Newspapers are the daily source consisting of
various regional, national and business related news in addition to that classified ads, business
information in inserts and display ads. Magazines are with defined frequency and segments.
Advantages:
a. Huge Reader Base: Print media has a huge reader/consumer base which ensures the high
level of engagement with the published content.
b. High Frequency: Print Media’s Newspapers & Magazines are distributed on daily, weekly,
monthly basis so the information shared is recently updated.

Disadvantages:

a. Inspecific User Target base: Print media readers are meant for diverse population where the
focused targeting the customer base is bit impossible until the same is planned or designed
specifically.
b. Competition: Various print media tools are focusing the same customer bases and this
becomes a doubtful affair for a business to decide.

2. Broadcast Media: this mode of communication is meant for having broadcasted to huge
customer/opportunity base. TVs, Radios & Movies, this mode of communication give customers
to have a Audio & Visual Experience or Both experiences, it drives to be impactful.
Advantages:
a. Reach : Millions of population is experiencing the broadcast media either they are going
through the TVs or Radios either they are high income or low income grade.
b. Target Demographics: it becomes easy for a business as if a target consumer base can be
focused and content could be released/shown.

Disadvantages:

a. Span of Ads: This has a short span of ads which is 15,30 or 60 seconds which lacks the
complete information sharing.
b. Channel Changing/Fast Forwarding: Generally the ad breaks are the opportunity to
customer for changing the channel in TVs and Radios and at the time of movies it can be fast
forwarded if watched on the PC, Laptop or phone.
3. Internet media: the new age mode of communicating, maximum population is engaged to the
internet by various modes social media, emails, content sites and etc.
Advantages:
a. Low Cost Involvement: in this mode the cost involved is lesser comparative to the other
modes.
b. Interactive: either emails/social media post are consisting of more and more data
irrespective of the time if the content is having quality data, also the same is audio, visual
and printed.
Disadvantage:
a. Competition: same ad space can be shared by other competitors also the to stay on top the
regular upgradation and updation in the content is expected.
 b. Potential Review: this mode has a open comment sections which shares true negative
reviews and rating which affects a lot to a brand.
4. OOH Media: Out of Home Media is also a part of new age digitalized mode to communicate by
putting the achievements, ads on billboards, outdoor sign boards and station ads.
Advantages:
a. Impactful: as a brand comes on billboard in the mid of city drives an impact on the customer
base.
b. Wide reach: In a market area or high density areas where mass population commutes from
different/various location then it has a wider reach.

Disadvantages:

a. Monotony of ads: if the ads are shown on a sign/billiboard for a long time then the target
audience desensitized and don’t care of the same.
b. Low Response Rate: This may lead rate to generate a lead.

Question No. 3a:

‘Engel, Blackwell, and Miniard (EBM)’ Model which was initially started in 1986 also known as the
consumer decision model it has gone through lot of revisions and it helps a consumer to take decision
on the finalization of a deal or to purchase any commodity or goods.

To purchase a smartphone the consumer will go through recognition, information research, evaluation
and purchase. Researching on the factors such as price, social factors, durability, brand name, product
features and after sales service.