Discussion Post: Digital Marketing Strategy for Services
For this discussion, choose a service with which you are familiar (that is, dry cleaning, car wash, delivery service, et cetera).
a. Explain which digital media marketing tools you would use for this service and how you would use those tools.
b. Discuss how marketing a service like this differs from marketing a tangible product in terms of credence, perishability, and variability. Hint: Be sure to define all terms as you discuss them.
The response must include a reference list. One-inch margins, double-space, Using Times New Roman 12 pnt font and APA style of writing and citations.
Reference
Use the Capella library to read the following articles:
a) Shyu, M.-L., Chiang, W.-J., Chien, W.-Y., & Wang, S.-L. (2015). Key success factors in digital marketing in service industry and the development strategies: A case study of Fleur de Chine at Sun Moon Lake, International Journal of Organizational Innovation (Online), 8(1), 171-185.
b) Starkey, A. (2010). e-Retail - Using home delivery as a service differentiator and strategic marketing tool. Journal of Direct, Data and Digital Marketing Practice, 12(2), 165-173.