Dl part-2

Business & Finance

Read Chapter 10
Evaluation and improvement of digital channel performance
Digital marketing: implementation and practice
DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition

Don't use plagiarized sources. Get Your Custom Essay on

Dl part-2

Just from $13/Page

Order Essay

1

Measurement and improvement of Web Performance
“Web analytics is the measurement, collection, analysis and reporting of internet data for the purpose of understanding and optimising web usage”
(Chaffey & Ellis-Chadwick 2022)

2

Performance measurement for digital channels
3 stage process:
Stage 1 Creating a performance measurement system
Stage 2 Defining the performance metrics framework
Stage 3 Tools and techniques for collecting insights, running processes and results

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
Performance measurement
Maintaining online presence
3

Success factors for improving digital marketing effectiveness

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
4 main areas
Metrics
Tools
Analysis
Action
Organisations should answer the questions in Fig 10.1
Start with what is the current form of measurement? Then review
Creating PM process – Google Analytics Adobe Analytics while setting up these systems especially using free versions is straightforwards important to make sure the information gathered is actually being used to
Improve performance
Must establish a link between what is being measured and marketing objectives if the PM systems is to be effective.

4

Success factors for improving digital marketing effectiveness

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
4 main areas
Metrics
Tools
Analysis
Action
Organisations should answer the questions in Fig 10.1
Start with what is the current form of measurement? Then review
Creating PM process – Google Analytics Adobe Analytics while setting up these systems especially using free versions is straightforwards important to make sure the information gathered is actually being used to
Improve performance
Must establish a link between what is being measured and marketing objectives if the PM systems is to be effective.

5

Performance improvement process

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
Co-ordinated approach to avoid problems
Senior management myopia – performance measurement not seen as important
Unclear responsibilities, – who is going to deliver the improvement if its shows up in th eanalytics that something needs to be done.
Data issues
Fig 10. 2 4 stage process to cut through
1) goal setting – what are the aims of the measurement system? – focus on DM objectives
2) performance measurement – collecting the right data
3) performance diagnostics – analysis of the results
4) corrective actions
6

Categories of digital
performance management

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
Are goals in DM strategy being met?
Business contribution – profitability – set online revenue contribution goals vai sales channel.
Look at how different channels are contributing to the goals. Look at the touch points.
2) Marketing outcomes e.g.,
site registration
Request for further information
Responses to a promotion
Offline enquire driven by engagement with online content
A sale
Measures: channel contribution
Conversion rates – purchase / registration
Attrition rates – visitors lost
Customer satisfaction – research methods – online questionnaire, exit surveys, customer opinions
Customer behaviour – which content is accessed? How long do visitors stay
Bounce rates
Home page views
Stickiness
Repeat visitors
Site promotions – volume, quality value of traffic referred to the site
Key measures:
% of referrals – paid search ads
Cost per acquisition
% contribution
7

Reasons for causing attrition on an e-commerce site

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
Only a proportion of visitors make their way to product information and purchase
8

Google Analytics dashboard

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
PPV – pages pervisit
VPV visits per unique visitor
Clickstream analysis
Visitor segmentation
The average time a user spends on your website.
Statistics of your loyal and unique visitors.
To gain information about your goal conversion rates.
To gain information about the origin of social media traffic, such as Facebook, Linkedin, etc.
9

Content Marketing Dashboard

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
Questions to review
Google Analytics

11

Questions to review
Google Analytics

12

Measures of website visitor volume

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
e.g. different measures
13

Measuring social media marketing effectiveness

14

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
Hootsuite reporting

17

Reading – Chapter 5

Week 4
Digital media and the marketing
mix

DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition

Digital media and the marketing mix

Learning objectives and topics:
• Consider branding in a digital marketing

context and assess the opportunities for digital
online brand-building

• Consider how to apply elements of the
marketing mix in a digital marketing context

Owned
media

Paid, owned and earned media

Figure 1.1 The intersection of the three key online media types.

Advertising
Paid search
Display ads

Affiliate marketing
Digital signa

ge

Partner networks
Publisher editorial

Influencer outreach
Word-of-Mouth
Social Networks

Digital properties
Website(s)

Blogs
Mobile apps

Social presence

Paid
media

Earned
media

Atomisation
of content

into ads

Paid
placements

Atomisation of conversations
through shared APIs
and social widgets.

What is Paid Media?

Sponsored updates

Why use Paid Media

Objectives:
• creating awareness
• generating leads
• reaching customers
• converting customers
• driving exposure
• drive sales
• Increase engagement

What is Earned Media?
• Reviews
• Media Coverage
• Guest posts
• Mentions
• Social Shares
• Influencers (free)

Online PR
‘any publicity

or media that is not
generated by your

company or agents of
your company, but
rather by organic

methods via
customers,

social media fans,
journalists or

bloggers.’

• PR
• Press Coverage
• endorsements

Why use Earned Media?

Objectives:
• Increase brand

reach
• Build brand

awareness
• Build trust and

loyalty

What is Owned media?

• Web site
• Social media mobile

app
• Blog email list

Why use Owned Media?

Objectives:
• Building relationships
• Communication

channel
• Trade E-commerce

Paid Owned Earned: Old Spice

Instagram • The campaign offers

consumers the chance to win
free prizes by posting photos
of their exercise routes in the
shape of a prize (see Logan
Paul’s Instagram video below).
By asking social media users
to tag their content with the
hashtag #runoldspice and post
their “drawings” on either
Instagram or on the Old Spice
website, the brand compelled
users to both exercise and
interact with Old Spice in the
digital space.

Copyright © 2022 Pearson Education, Inc. All Rights Reserved
Paid Owned Earned: Old Spice

What is the marketing mix?

Branding in a digital environment

• Success factors for brand sites
• Brand identity
• Brand names for online brands

Brand Knowledge

Br
an

d
he

ri
ta

ge

Co
re

V
al

ue
s

Br
an

d
Te

rr
ito

ry

Br
an

d
Pe

rs
on

al
ity

Br
an

d
Pr

op
er

tie
s

Brand Loyalty

Brand Equity

Brand Architecture

How can digital media and experiences
support these brand elements?

Product

Implications for digital technology for the product element
of the mix

1. Options for varying the core product
2. Options for offering digital products
3. Options for changing the extended product
4. Conducting online research
5. Speed of new product development
6. Speed of new product diffusion

Core and extended product examples

Price
1. Increased price transparency
2. Downward pressure on price
3. Innovative pricing approaches
4. Alternative pricing structure or policies

Pricing options – which have offered the
greatest difference online?

Place

1. Place of purchase
2. New channel structures
3. Channel conflicts
4. Virtual organisations

Online options for place of purchase

Promotion

Communications Tool Online implementation
Advertising

Selling

Sales promotion

Public relations

Sponsorship

Direct mail

Exhibitions

Merchandising

Packaging

Word of mouth

Display ads, including programmatic ads, pay-per-click search advertising, targeted
ads in social networks

Virtual sales staff, site merchandising, assisted selling (including livechat) and affiliate
marketing

Incentives such as coupons, rewards, online loyalty schemes

Online PR and influencer outreach, blogs, e-newsletters, newsletters, social
networks, links and viral campaigns

Sponsoring an online event, site or service

Opt-in email using e-newsletters and focused ‘solus’ emails

Webinars, virtual exhibitions and white-paper distribution

Promotional ad-serving on retail sites, personalised recommendations and email
alerts

Virtual tours, real packaging displayed online

Social, viral, affiliate marketing, email a friend, links

People Process and Physical evidence

People:

1. Customer define support query
2. Receipt of email and acknowledgement
3. Routing of emails
4. Compose response
5. Follow-up

Process:

• Customer-preferred channel
• Company-preferred channel
• Delivering customer services and assisted sales through

Livechat

Physical evidence refers to:

A customer’s experience of the company through the web
site and other digital media.

DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE

Digital marketing:
Campaign planning
part 2

Reading Chapter 8

Campaign planning for digital media
Main topics
• Designing the user experience
• Planning web sites
• Initiating digital experience

project
• Defining site or app

requirements

Delivering the digital customer
experience

The online customer experience pyramid – success factors

Planning web sites and app design
projects
Main development tasks:
• Pre-development
• Discovery, analysis, design
• Content creation, coding development and testing
• Publishing or launching the site or improvement
• Pre-launch promotion or communications
• Ongoing promotion
• Ongoing development

Summary of the process of website
development

GoDaddy Success Stories

Kinlo
https://www.kinlo.com/

https://www.kinlo.com/

Interactive approach to improving site
effectiveness

Who should be involved in a digital
experience project?
• Site sponsor
• Site owner
• Project manager
• Site designer
• Content developer
• Webmaster
• Digital experience analyst
• Stakeholder

Initiation of a digital project

• Domain name selection and registration
• Uniform resource locators
• Selecting a hosting provider
• Web site performance optimisation

Userbility testing

Defining site or app requirements
The discovery or analysis phase involves using marketing research techniques to
find out the needs of the business and audience.
Key considerations:

• Business requirements
• Usability requirements
• Web accessibility

requirements
• Personalisation

requirements
• Localisation and cultural

customisation
• Reviewing competitor

web sites
• Designing the information

architecture
• Blueprints, wire frames

and landing pages

Personalisation pyramid web site

Site structure showing layout and
relationship gaps

Examples wireframe for a children’s
toy site

Designing the user experience
Key topics:
• Evaluating

designs
• Elements of

site design
• Mobile design

requirements
and
techniques

Responsive design showing updated
layout for different content blocks

Online elements of service quality

Tangibles Reliability Responsiveness Assurance and
empathy

Ease of use Availability Download speed Contact with call
centre

Content quality Reliabilty Email response Personalisation

Price Email replies Call back Privacy

Fulfilment Security

Content management process
A process of continuous improvement in online marketing,
which involves:
• Write
• Review
• Correct
• Publish
• Test
• Publish

A web review document and update process

Week 3: Digital
Marketing Strategy
Development

Reading: Chapter 4

This Photo by Unknown Author is licensed under CC BY-SA-NC

Social Media op retour?

https://creativecommons.org/licenses/by-nc-sa/3.0/

Today’s Topics:

What is a digital

marketing

strategy?

Why are a digital marketing

strategy

and digital transformation
needed?

How to structure a digital marketing strategy

Online Value Proposition

Customer Journeys

Campaign Objectives

RACE

The context of a digital
marketing strategy

Digital strategic
initiatives
Suggest types of digital marketing
strategic initiatives:

• New customer proposition
• New Business
• Customer acquisition
• Customer conversion
• Customer development
• Social media and content

marketing

Customer acquisition
Content and inbound
marketing by Hubspot

Inbound marketing is a
business methodology
that attracts customers
by creating valuable
content and
experiences tailored to
them. While outbound
marketing interrupts
your audience with
content they don’t
always want, inbound
marketing forms
connections they are
looking for and solves
problems they already
have.

JD Wetherspoons: Reducing barriers driving
sales

What can go wrong?

Underestimated demand for online services

Intense competition

Insufficient resources and capabilities

Lack of control

Lack of senior management support

Many online businesses fail to
succeed because they never set the right
kinds of goals. Without goals, they may
not have a clear direction for their
activities and may never do the right
things to help turn a profit.

How to structure
digital marketing

strategy

Situation
Analysis –
capability

review

EDS
Electronic
Data Systems
Cat Herder commercial by Fallon

Online Value Proposition?

• Online Value Propositions give focus to your
customers and act as a trigger for why they
should buy

• Use elements of the marketing and
communication mix to add value for your target
audience

What’s your value proposition?

Low total cost, operational excellence

What’s your value proposition?

Superior Products, expertise, innovation

What’s your value proposition?

Customer focus, tailored to customers’ needs

“Outstanding
care, guidance
and support”

” To secure the best
future for Council
housing tenants
and services in
Derby.”

CHOOSE YOUR BRAND NAME

If you have not already chosen a
brand name go to

https://www.oberlo.com/tools/bu
siness-name-generator

https://www.oberlo.com/tools/business-name-generator

Video Ads and
DM objectives

Getting to know
your customers
from a digital
perspective

The knowledge:
• Customer

connectivity
• Channel use
• Digital media

consumption
• Digital

engagement
• Logistics of buyer

behaviour

The Opportunities:
• Behavioural

targeting
• Creative content

marketing

Digital Research and
Customer Insights

• Identify Unique visitors
• Individual visitors to a

site measured through
cookies or IP addresses
on an individual
computer.

• Search Tools
• Freemium Tools for

visitor comparison
• Paid for tools

Map your customer journey: Find the MoT

Campaign
planning:

setting
objectives

When you
create a DM
strategy Start
with your goals

Specific Raise awareness
Using social
media – FB

Measurable 200 new followers By week 2

Achievable Is this possible?
Could it be

more
ambitious?

Relevant
Is Soc.

Media used
by TA?

Will FB help
raise

awareness?

Time-
bound

Start
campaign
01/03/21

Achieve goal
by 01/05/21

Defining goals and
KPIs success factors

We think it helps to
simplify growth targets
into visitor volume,
quality and value.

For a pureplay online business, your focus on objectives has to
be to set realistic targets to grow the business. But grow
what?

Examples of objectives are:
1. Volume – your objective for the size of audience you will
reach on your site measured through unique visitors or visits.
With a new or startup business you want to grow your brand so
you should have a KPI of brand mentions and searches.
2. Quality. objectives for achieving interaction and conversion
with site visitors. Conversion rates to your add-to-basket and
checkout to sale are all important here.
3. Value. This is the £, € and $ overall and profit. Look at both
short-term and long-term value. You should set objectives for
growing average order value. You should also at longer-term
objectives of repeat customer order value based on repeat
customer conversion rate as a KPI. With a new business it’s
particularly important to break this down into second order
conversion over a time period.

CONVERT ENGAGEACTREACH

Digital marketing is complex, so
frameworks are useful to plan, manage
and optimize

Figure 1.3 The RACE omnichannel marketing planning framework
summarising aims, activities and measures

STRANGERS VISITORS

PROSPECTS
OF

LEADS

CUSTOMERS

REPEAT

CUSTOMERS

Research
Teaching

Engagement
Impact

Fiona Ellis-Chadwick

Presenter
Fiona Ellis-Chadwick

Researcher and producer
Fiona Ellis-Chadwick

For further information
email fiona@Ellis-Chadwick.com

DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE

Digital marketing:

Implementation and practice

Campaign planning for digital media
Main topics
Communications review
Campaign planning
Goal setting
Targeting and positioning
Reading Chapter 8

Planning Digital Marketing Campaigns

3

Elements in the traditional communication process
SENDER
RECEIVER
Encoding
Decoding
Noise
Response
Feedback
Media
Message

The communication model of Schramm (1955) applied to the internet

Message Source
Opinion formers
Opinion leaders
TA
n
TA
1
The Influencer Model of Communication

The Interactional model of communication
TA
2
TA
3
TA
1
Electronic sources
Personal sources
Mass Media
TA
4
Opinion leaders
Opinion formers
TA = Target Audience

7

One-to -many and one-to-one communications

Step1: Goal setting
Terminology for measuring digital campaigns
Measures used for setting campaign objectives

DM Plans develop objectives for varying timescales
e.g. Annual plans may focus on new site visitor numbers qualified leads across the year
Campaign specific plans are likely to focus on specifc gains e.g. product launch using viral marketing.
Specific objective will look at a selected target audience and then measure interactions and engagement with the specific campaign.
There are so many tools for measuring effectiveness of DM campaigns.
Lets look at some of the most popular shown on the 0-6 step ladder
9

Step1: Goal setting
Terminology for measuring digital campaigns
Measures used for setting campaign objectives
Traffic volume is measured by click throughs/ visits or unique visitors.
Unique visitors is best as this is creating opportunities to interact with individuals
We can then translate this into measure of Reach which gives a % of online audience share

DM Plans develop objectives for varying timescales
e.g. Annual plans may focus on new site visitor numbers qualified leads across the year
Campaign specific plans are likely to focus on specifc gains e.g. product launch using viral marketing.
Specific objective will look at a selected target audience and then measure interactions and engagement with the specific campaign.
There are so many tools for measuring effectiveness of DM campaigns.
Lets look at some of the most popular shown on the 0-6 step ladder
https://try.alexa.com/marketing-stack/site-comparisons

10

Step1: Goal setting
Quality – Conversion rates
Traffic volumes give no insight into engagement.
Conversion rates give insights into the quality of the interaction shows where visitors come form
Conversion rates can be at the visit level or the unique visitor.
Bounce rate is related to conversion rates (rate/number of visitors who only go to the landing page and then leave)

Bounce rate typically between 26 – 75 %
Look at the technical performance
Useability
Misleading descriptions
Technical erros
Poor links for referring sites

11

Step1: Goal setting
Cost of customer acquisition
– cost per click /cost per thousand
Example: £2 CPC (500 clicks delivered from Google Ads costing £1000)
Cost per acquisition:
of a visitor
of a lead
of a sale

Will need to keep a control over the costs by putting in some limits
12

CPC and CPM Calculator

CPC and CPM Calculator

Step1: Goal setting
Return on Investment (ROI) is used to measure profitability of the specific marketing activity
Branding measures: offline measures – brand awareness, brand recalls, brand selection purchase intent
Life time value based on ROI:
Incudes various measures: acquisition costs; retention rates, etc during the life time of the customer.

Will need to keep a control over the costs by putting gin some limits
14

An example of the effectiveness measures for an online ad campaign

Campaign response mechanism
Online response mechanism
Range of response mechanisms for online media

Step 2 Campaign insight
Research to gain customer insight for digital marketing campaigns
Site audience – reach and composition
Online buying behaviour
Customer media consumption
Customer search behaviour
Competitor campaign activity
Competitor performance

Step 3 Segmentation and targeting

Targeting variable Examples of online targeting
Relationship with company New contacts, existing customers, lapsed customers
Demographic segmentation B2C, age, gender social group, geographic location
Psychographic of attitudinal segmentation Attitudes to risk and value when buying
Value Assessment of current or historical value and future value
Lifecycle stage Position in lifecycle
Behaviour Search term entered into search engine

Relationship – target contacts how to build and develop relationship – sign up for news letter
Keep in mind when setting campaign objectives that targets are those most likely to respond to the DM campaign
18

Step 4 Offer message development and creative
Content marketing
The Content Distribution Matrix

The Content Marketing Matrix

Content marketing matrix
Help sDM planners to review content in relation to campaign effectiveness / different types of media
Use this to link to marketing goals
Helps to consider the viability of content
4 quadrants

19

Set 5 Budgeting and selecting the digital media mix
Level of investment
Selecting the right mix of digital media
Level of investment in digital assets

strike a balance between online and offline comms techniques assess the costs and benefits
online can provide interactivity personalised content etc.
selecting media requires consideration of quality – attention grabbing/ emotional/information content/credibility and prestigue
Time frames
Flexibility – multi appeal
coverage – exposure reach

20

Examples of different referrers contributing to a sale for a car rental company

Referred to a site from different channels
21

Examples of different referrers to a social media campaign

Common approach to attributing influence of different media is the last click before purchase. Social media example above this shows in this case FB has been the most effective by volume
27

Examples of the referring mix for online campaign

last click analysis need to be carefully considered – airline campaign
28

Step 6 Integration into overall media schedule or plan
Key activities:
Branding and messaging
Varying the offer
Frequency and interval of communications
Sequencing of communications
Optimising timing

Sequencing – online offline
Keeping interest stimulating engement
29

Levels of investments in digital assets
Spreadsheet template for digital campaign budgeting

Integration of different communication tools through time

A summary of the performance measurement process

32

DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE

Digital marketing:
Implementation and
practice

Campaign planning for digital media
Main topics
• Communications review
• Campaign planning
• Goal setting
• Targeting and positioning

• Reading Chapter 8

Planning Digital Marketing Campaigns

Elements in the traditional
communication process

SENDER RECEIVEREncoding Decoding

Noise

ResponseFeedback

Media

Message

The communication model of
Schramm (1955) applied to the internet

Message
Source

Opinion
formers

Opinion
leaders

TA n

TA1

The Influencer Model
of Communication

The Interactional model
of communication

TA2

TA3

TA1

Electronic
sources

Personal
sources

Mass
Media

TA4

Opinion
leaders
Opinion
formers

TA = Target
Audience

One-to -many and one-to-one
communications

Step1: Goal setting

Terminology for measuring digital campaigns

Measures used for setting campaign objectives

Step1: Goal setting
Terminology for measuring digital campaigns

Measures used for setting campaign objectives

Traffic volume is measured by click throughs/ visits or
unique visitors.

Unique visitors is best as this is creating opportunities
to interact with individuals

We can then translate this into measure of Reach
which gives a % of online audience share

Step1: Goal setting

Quality – Conversion rates
• Traffic volumes give no insight

into engagement.
• Conversion rates give insights

into the quality of the interaction
shows where visitors come form

• Conversion rates can be at the
visit level or the unique visitor.

• Bounce rate is related to
conversion rates (rate/number of
visitors who only go to the
landing page and then leave)

Step1: Goal setting
Cost of customer acquisition
– cost per click /cost per thousand

Example: £2 CPC (500 clicks delivered from Google Ads
costing £1000)

Cost per acquisition:
• of a visitor
• of a lead
• of a sale

Step1: Goal setting
Return on Investment (ROI) is used to measure profitability
of the specific marketing activity

Branding measures: offline measures – brand awareness,
brand recalls, brand selection purchase intent

Life time value based on ROI:
Incudes various measures: acquisition costs; retention rates,
etc during the life time of the customer.

An example of the effectiveness
measures for an online ad campaign

Campaign response mechanism
Online response mechanism

Range of response mechanisms for online media

Step 2 Campaign insight
Research to gain customer insight for digital marketing campaigns

• Site audience – reach and
composition

• Online buying behaviour
• Customer media

consumption
• Customer search behaviour
• Competitor campaign activity
• Competitor performance

Step 3 Segmentation and targeting
Targeting variable Examples of online targeting

Relationship with company New contacts, existing customers,
lapsed customers

Demographic segmentation B2C, age, gender social group,
geographic location

Psychographic of attitudinal
segmentation

Attitudes to risk and value when
buying

Value Assessment of current or historical
value and future value

Lifecycle stage Position in lifecycle

Behaviour Search term entered into search
engine

Step 4 Offer message development
and creative
Content marketing

The Content Distribution Matrixhttps://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-
matrix-new-infographic/

Set 5 Budgeting and selecting the
digital media mix
Level of investment
Selecting the right mix of digital media
Level of investment in digital assets

Examples of different referrers
contributing to a sale for a car rental
company

Examples of different referrers to a
social media campaign

Examples of the referring mix for
online campaign

Step 6 Integration into overall media
schedule or plan
Key activities:
• Branding and messaging
• Varying the offer
• Frequency and interval of communications
• Sequencing of communications
• Optimising timing

Integration of different communication
tools through time

Performance measurement for digital
channels

Key considerations:
• Creating a performance measurement system
• Defining the performance metrics framework
• Tools and techniques for collecting insights, running

processes and results

A summary of the performance
measurement process

The five diagnostic categories for
digital marketing measurement

Content management process
A process of continuous improvement in online marketing,
which involves:
• Write
• Review
• Correct
• Publish
• Test
• Publish

A web review document and update process

www.virginatlantic.com

https://www.marketingweek.com/2018/03/26/virgin-atlantic-
expands-in-house-creative-team-in-marketing-
effectiveness-drive/

https://www.marketingweek.com/2018/03/26/virgin-atlantic-expands-in-house-creative-team-in-marketing-effectiveness-drive/

Levels of investments in digital assets

Spreadsheet template for digital campaign budgeting

Conversion marketing approach to
objective setting

Recommendations of the mix investments
in digital media for direct and brand
response campaigns

RAINDROPS DIGITAL MARKETING ASSESSMENT

AND PLAN

STUDENT NUMBER: F133896

MODULE CODE: 21BSP064

COURSEWORKCOMPONENT:

CW1

WORDCOUNT: 2376

F133896 1

Table of Contents

Section-I: Situation review

_____________________________________________ 2

Current digital market ______________________________________________________________ 2

Customer interaction in the digital market _________________________________________ 2

Target market and specific characteristics __________________________________________ 3

Review of competitors _______________________________________________________________ 3

Section II: Digital marketing goals

_____________________________________ 4

Structure of market _________________________________________________________________ 4

The potential strength of demand ___________________________________________________ 4

Competitor strategies _______________________________________________________________ 4

Brand goals _________________________________________________________________________ 5

Section III: Digital marketing strategy

_________________________________ 6

References

______________________________________________________________ 8

F133896 2

SECTION-I: SITUATION REVIEW

CURRENT DIGITAL MARKET

The jewellery and accessories segment of small-time retailers and big multi-millionaire brands

is being shifted online due to the rising demand for e-commerce. The digital market is a

congregation of customers from every part of the world, and they are all looking for something

cheap yet beautiful. In such a scenario, both small and big businesses are trying to grab attention

by creating something innovative and memorable through their brands. The jewellery and

accessories business is one of the most popular segments of online markets and attracts

considerable traffic. The variety of designs available online and the convenience of shopping

from home make it an attractive and viable business to run online. In 2020, the luxury jewellery

market rose to 22 billion euros globally, and a significant share of the market is owned by

China, followed by the US and India. The value of the jewellery and accessories market is

estimated to grow to 307 billion dollars in 2026 from 230 billion dollars in 2020. The creation

of lab-grown diamonds is set to disrupt the industry and help businesses grow at a rapid rate.

CUSTOMER INTERACTION IN THE DIGITAL MARKET

The online platforms, customers have easy access to a particular brand and its competitors,

due to which brand loyalty is low, especially in the jewellery and accessories market

(LópezGarcía et al., 2019). Customers have high switching rates; however, studies show that

trust is a significant influencer in the customer’s decision-making process. They are naturally

attracted to brands that can provide them with attractive designs at a competitive price and

good customer service. Most of the interaction occurs through the brand website and social

media platform; however, a touch of personalization is added by different companies by

employing SMS, live chat, or Email-marketing. The digital medium has been empowering

customers to connect with companies conveniently at any time and through multiple channels,

which are changing the format of customer experience. Physically the in-store experience was

necessary; however, digitally, a brand has to look at many aspects right from online branding,

interactions, social media presence down to the packaging, as all of them are different ways of

interacting with the customer. Proper digital interaction and necessary digital customer service

is a fantastic way of building brand reputation and establishing a company’s values that can

provide them with a favourable position among its customers.

F133896 3

TARGET MARKET AND SPECIFIC CHARACTERISTICS

The most important aspect of the company is researching the market and finding its target

market along with its specific characteristics. This would help increase the sales of the company

and help in product development and research in a way that is customized to the needs of the

customer. The primary criteria considered while selecting the target segment are income, age,

occupation, and location. As Raindrops manufactures contemporary and modern jewellery and

accessories, its target segment would include people in the income bracket of mid-level or

above. However, people with higher incomes would tend to spend money on luxury or

authentic jewellery, which is not the company company’s target. Thus, it has to provide a price

range to match the mid-level income bracket.

Further, the target market’s age would be around 18 to 60 and would include primarily women,

although unisex jewellery is considered a trend among the same period demographic. The

occupation of the target market would be in a service-based industry in which appearance is

given priority due to which Raindrops can find its target customer here. As the company would

operate digitally, it would have very few geographic limitations (Makrides et al., 2020).

However, as the company is located in the UK, its primary customers would be from the UK

and its surrounding areas. The specific characteristics of Raindrops’ target market are women

with mid-level income among the age bracket of 20 to 40, living in the UK or Europe.

REVIEW OF COMPETITORS

The major competitor of Raindrops would be brands like Pandora, which sell inexpensive

jewellery and brand like Tiffany and Co, which sell high-end jewellery. The brand would face

the most competition from affordable and mid-range jewellery brands. The segment is highly

commoditized, and businesses have to be operating at a low margin to survive. Brands focus

on creating many designs at a fast rate so that they can attract the attention of customers. The

focus is on creating statement jewellery that is reminiscent of the brand. Most online jewellery

and accessories brands focus on social media to bring in customers. They have to compete for

attention with other similar brands that are targeting the same segment. The brands have to

focus on their product quality and packaging and build a robust and flexible supply chain. The

manufacturing and production costs need to be decreased, due to which sometimes the quality

is compromised.

F133896 4

SECTION II: DIGITAL MARKETING GOALS

STRUCTURE OF MARKET

The market is highly structured with a clear flow from suppliers to manufacturing plants to the

distribution centres, after which the product is sold to the customer through the D2C model

(Sauraet al., 2019). Digital marketing is an essential part of the process as the entire marketing

strategy relies on it (Bala and Verma, 2018). The market structure is monopolistic competition

with no barriers to entry or exit of sellers. The products are differentiated, although they are

similar in many respects. There is little control over price-based competition and share in the

market. There are many businesses selling jewellery and accessories, and the buyers are also

present in large numbers, which is a significant advantage of the company.

THE POTENTIAL STRENGTH O F DEMAND

Through market research, it can be concluded that demand for the product is there. Focusing

on product attributes like design, quality, durability, longevity, and price point can potentially

disrupt the market. By creating a streamlined supply chain, Raindrops can lower production

costs, allowing it to enjoy more significant profit margins. The demand would also rest on the

ability of the company to create signature jewellery and accessories, which would lead to brand

loyalty among customers.

COMPETITOR STRATEGIES

The competitors of Raindrops use several strategies to attract customers and increase leads,

leading to sales. The competitors conduct market research and customer engagement surveys

which they use to develop products and digital marketing strategies. They also use different

techniques to build a presence on social media. They also utilize influencers to engage new

customers (Mariana and Yusuf, 2021). Focus is also put on old customers who are loyal to a

brand, and promotional strategies and offers are provided to them. It is essential to identify the

competitor approaches to satisfying consumer demand in order to protect a positive rivalry and

gain a competitive advantage in the market.

F133896 5

BRAND GOALS

According to the market research and the assessment of the products of the company, the goals

can be set for the company Raindrops. The goals are set according to the company’s plans in

the 12 months after the launch of the company.

● To create a database of 100,000 customers in the next four months.

● Increase sales by 20% in the second quarter of the business year compared to the first

quarter.

● Increasing brand engagement on social media by increasing the number of followers by

500 every month.

F133896 6

SECTION III: DIGITAL MARKETING STRATEGY

Customer engagement is the key focus of digital marketing, and the strategies are customized

according to the target market and its characteristics. Customer engagement depends on three

central pillars, which can be a foundation for selecting and implementing a particular digital

marketing strategy. These three include delivering information, shaping brand identity, and

building customer relationships. All of this is done online since the business operates in a D2C

mode in which fixed costs are lower due to which a lot of resources are directed towards

marketing. Hence it is essential to ensure that the strategies are chosen with care and contribute

toward the goals set by

Raindrops.

To deliver information, Raindrops can build their website and social media presence, the

storefront and the location from which customers would shop. Information delivery would

include introducing new products, offers and discounts available to customers, and other

miscellaneous details and facts that need to be stated from time to time. This information is

essential to attracting customers and providing them with the details of the business and what

they sell. The digital marketing strategies utilized include Website, Social media marketing,

Influencer marketing, and Email marketing. These would be the primary mediums through

which customers will be informed about Raindrops and the products and services. The majority

of the information would be conveyed through the website of Raindrops and Social media

handles, where the customers would spend most of their time. Influencer marketing and email

marketing can be used to pitch to customers (Soegoto and Fahreza, 2018). By delivering

information, people can sign up for newsletters or email subscriptions and also follow

Raindrops on social media which can help in the achievement of a dedicated customer database.

To shape brand identity, the strategy of Social media marketing is the most important and

impactful way of reaching out to the customers and conveying the vision of Raindrops to them.

Through interactive and thought-provoking social media posts, the digital marketing strategy

will attract customers and provide them with something of value (Muresan and Sinuraya,

2018). Images and videos can also help in shaping the brand identity according to the aesthetics

and vision of the brand. The messages that are put in these social media posts, images, and

video content will be coherent with the strategy of Raindrops. Ultimately the focus will be on

F133896 7

content marketing which will not only provide something meaningful to the customers but also

help in creating a brand story that would resonate with the brand identity that is being

established. Content will be targeted at the three stages of the customer buying journey, which

includes the awareness stage in which customers would come to know of the brand, the

consideration stage where customers would compare it with other businesses, and the decision-

making stage that would ultimately lead to the purchase (Jotikasthira, and Onputtha, 2018).

Shaping brand identity can help increase brand engagement and boost the sales of Raindrops.

To build customer relationships and drive engagement, digital marketing strategies of Search

Engine Optimization SEO and paid advertisement campaigns will be used along with social

media and content marketing to increase traffic and interaction among the customer base

(Minculete and Olar, 2018). Paid advertisement campaigns like Pay-per-click can help

Raindrops increase visibility among its competitors. The Initial months are the most critical,

and they can make or break the company, due to which this strategy needs to be followed in

the initial 3 or 4 months according to the requirements. Once a sizeable customer database has

been created with the help of content marketing, a switch can be made to SEO which would be

more organic and lead to decreased marketing costs. An SEO-friendly website could increase

the reach of Raindrops and allow it to position itself as an affordable jewellery and accessory

business easily. While content would define the company, SEO and paid advertisement

campaigns would help attract customers who are willing to watch the content and decide

whether they would want the product or not. The combination can help in boosting sales of

Raindrops.

A digital marketing strategy would be created with the combination of paid advertisement,

social media, and influencer marketing and sales through an interactive website. Customer

engagement can be driven by making the right kind of posts for the target market and helping

them reach the segment selected by the company. Further, as the company enlarges its customer

base, affiliate marketing can be introduced as a cost-effective expansion method and add to

influencer marketing. Raindrops can be successful if appropriate content is marketed to the

right audience in a medium that is relevant to them, and it could increase leads and conversion

to sales. The digital marketing strategy would be highly effective and cost-friendly for

Raindrops which has a particular segment to sell to and only needs a proper marketing plan.

F133896 8

REFERENCES

Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma

(2018). A Critical Review of Digital Marketing. International Journal of Management, IT &

Engineering, 8(10), pp.321-339.

Jotikasthira, C. and Onputtha, S., 2018. Factors associating with purchasing decision of gems

and jewellery and possible implication of online marketing to empowering entrepreneur’s sale

performance. International Journal of Applied Computer Technology and Information

Systems, 7(2), pp.47-55.

LópezGarcía, J.J., Lizcano, D., Ramos, C.M. and Matos, N., 2019. Digital marketing actions

that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6),

p.130.

Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing

prospects of building brand awareness overseas. Business Perspectives and Research, 8(1),

pp.4-20.

Mariana, C.D. and Yusuf, D., 2021. Building Timeless. co Brand Awareness Through

Influencer and Internet Marketing. Management and Sustainable Development Journal, 3(1),

pp.75-92.

Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital marketing.

In International conference Knowledge-based organization (Vol. 24, No. 2, pp. 63-69).

Muresan, D. and Sinuraya, R., 2018, August. Relation between internet and social media to

support sales in business. In IOP Conference Series: Materials Science and Engineering (Vol.

407, No. 1, p. 012062). IOP Publishing.

Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based

on the e-business model: Literature review and future directions. Organizational

transformation and managing innovation in the fourth industrial revolution, pp.86-103.

F133896 9

Soegoto, E.S. and Fahreza, T.H., 2018, August. Email Marketing as a Business Promotional

Media. In IOP Conference Series: Materials Science and Engineering (Vol. 407, No. 1, p.

012182). IOP Publishing.

Tran, H.T., 2020. The Influence of Digital Marketing on Consumer Purchase Decisions toward

Fast Fashion Products.

Continue to order Get a quote

Calculate the price of your order

Type of paper needed:

Pages:

550 words

Academic level:

We'll send you the first draft for approval by September 11, 2018 at 10:52 AM

Total price:

$26

The price is based on these factors:

Academic level

Number of pages

Urgency

Basic features

Free title page and bibliography
Unlimited revisions
Plagiarism-free guarantee
Money-back guarantee
24/7 support

On-demand options

Writer’s samples
Part-by-part delivery
Overnight delivery
Copies of used sources
Expert Proofreading

Paper format

275 words per page
12 pt Arial/Times New Roman
Double line spacing
Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Dl part-2

Recent Posts

Recent Comments

Calculate the price of your order

Our guarantees

Money-back guarantee

Zero-plagiarism guarantee

Free-revision policy

Confidentiality Guarantee

Fair-cooperation guarantee

24/7 Support