Digital marketing - ASM1, Essays (university) of Digital Marketing

Download Digital marketing - ASM1 and more Essays (university) Digital Marketing in PDF only on Docsity! >) UNIVERSITY GREENWICH sects IGE ttn ‘BTEC ASSIGNMENT 1 FRONT SHEET Qualification BTEC Level 5 HND Diploma in Business Unit number and title Unit 24. Digital Marketing Submission date Date Received 1st submission Re-submission Date Date Received 2nd submission Student names & codes Final scores Signatures Group number: NGUYEN DAN THAO VY — TBS21002 Class FA21P1 538 BTEC Bridge Assessor name: Luc HH Student declaration I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is a form of malpractice. Pl P2 P3 P4 M1 M2 D1 Ques “BTEC sure wits (/SI sso OBSERVATION RECORD Student 1 Description of activity undertaken Assessment & grading criteria How the activity meets the requirements of the criteria Student = Date: signature: ate Assessor 5 Date: signature: ate Assessor name: Student 2 Description of activity undertaken 2) UNIVERSITY + Xs) GREENWICH sure wits (/SI sso ‘BTEC Assessment & grading criteria How the activity meets the requirements of the criteria Student = Date: signature: Assessor = Date: signature: ate Assessor name: Student 5 Description of activity undertaken 2) UNIVERSITY + Xs) GREENWICH sure wits (/SI sso ‘BTEC Assessment & grading criteria How the activity meets the requirements of the criteria Student signature: Date: Assessor signature: Date: Assessor name: 2) UNIVERSITY + qs GREENWICH since wits [SI aes “BTEC 7 summative Feedback: 7 Resubmission Feedback: Grade: Assessor Signature: Date: Internal Verifier’s Comments: Signature & Date: 2) UNIVERSITY + qs) GREENWICH suns wits (9S eso ‘BTEC insights that are fuelling the growth of digital marketing. LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels P3 Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks and mortar’ and other physical channels. M2 Critically analyse the use of appropriate digital tools, both hardware and software, to use in a specific organisation context to meet their : marketing P4 Examine the | requirements. development of e- commerce and digital marketing platforms and channels in comparison to physical channels. INTRODUCTION My company has decided to shift from traditional marketing strategies to digital marketing strategies in order to improve competitive advantages and keep up with current market trends. Hence in this project, | have to conduct critical analysis and research to improve competitive advantages and keep up with current market trends and I've been tasked with creating a digital marketing strategy for the company in order to boost business performance. 1.1 Company Profile Juno is a famous brand specializing in providing fashion products such as bags, accessories and shoes. The company always knows how to make customers discover their hidden beauty, making them feel more in love with themselves. Juno was established in 10 2) UNIVERSITY + qs) GREENWICH suns wits (9S eso ‘BTEC 2005, after more than 10 years of operation, the firm has increasingly matured and affirmed its position in the leading shoe manufacturing fashion industry in Vietnam. In which shown through the chain of sales systems that have been present throughout the country with 96 stores such as Nam Dinh, Hue, Vung Tau, Bien Hoa, Binh Duong, etc. 1.2 Company via online platforms Although Juno's offline customer is quite stable, the company has not taken advantage of Digital Marketing to its full potential. In general, Juno articles on Facebook promote new items or offer special promotions. Although the article is varied, the post is relatively short, and the number of likes, shares, comments, and customer interactions are also negligible. Interacting with customers and replying to customer messages is also quite slow. Page likes, or customer interaction stats for Juno's social media pages are shown below. Juno @ @giayjuno - Shoe shop Home Shop Photos Live More ¥ About See all @ JUNO Giay ni thai trang hang ddu @ Thuong hiéu giay Vist - Tiéu chudn Chau Au luén la dinh huéng trong méi san pham duc thiét ké, san xuat va phan phdi cla Juno. Khéng nhitng tro thanh ... See more ile 636,659 people like this, including 28 of your friends — ©3809°98 @ Send Message Hil Please let us know how we can help. a Like Q Juno @ 1sh-@ _ SAN SANG TUAN MOI VGI GIAY BET YEU CHAN Free ship moi dén hang ti’ 300K. Xem ngay: https: it. ly 3Brf12j Ngay mai la bat dau giai doan cudi n&im chay nude rit lay lai nhitng gi d& mat trong mua dich. Chdc hin nang sé ban rn han bao gid hét nén hay chon nhiing d6i sneakers, sandals bét, biip bé dé déi chan thoai mai di lai chay vig, lai con thém thai trang mix match véi trang phuc mia lanh luén nhél... See more i a 1103033) Juno Facebook 11 2 UNIVERSITY of : @ ee “BTEC since wits (SI ees my < oe aon e o+e JUNO HANG MO! SANSHAM AO THUNTNIEMYUTTHETYEL" SALE sHOWRO Tm QB New BSEGINNINGS | é Juno Website LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital environment P1 Present an overview of the digital marketing landscape and compare online and offline marketing concepts. Digital marketing is one of the new approaches that has developed in the last five years or a decade to replace the old and traditional methods of advertising or getting their services or products Known to the public. Therefore; “Digital marketing can be defined as the process of advertising or informing clients about their services or products through the use of electronic media, blogging, or social media marketing, among other things, in place of the old and traditional methods of advertising or marketing." - Fanara, C., 2021 The concept of digital marketing is being widely accepted by people all over the world, as this medium is becoming a cost-effective and efficient method for both large and small businesses. Traditional marketing differs from digital marketing in a variety ways. The cost is one of the most significant distinctions between the two methods of marketing. Traditional 12 #2 UNIVERSITY of “BT EC sy GREENWICH . suns wits (9S eso simply remember and use can benefit the campaign even more. In order for digital marketers to grow more effective, they must periodically examine and evaluate their strategy. Keeping up with the most recent digital marketing technologies and trends will be the driving force behind success. ( Shaw, A., 2018 ) — Real-Time Marketing Customer Journey Analytics — Consent and Preference Management Q Conversational Marketing Fersonification ‘AtficialIntelgence for Marketing Visual Searen for Marketing G Q Shoppable Media S custome’ fa Platforms Qnobite Wallet Marketing Custorne- Data Ethics @ '\ J __ Account-Based Marketing v7. /~ Platiorms — Mobile Marketing Analytics __ Location Inteligence an X ft Multichannel Marketing Hubs Identity Resolution Event-Triggered Marketing Multiouch Attribution Social Analytics: Influencer and Advocacy Marketing Personalization Engines expectations As of July 2020 time Plateau will be reached: ° oe e a @ Source: Gartner (Source: Gartner, Hype Cycle for Digital Marketing, 2020) Influencer and advocate marketing is approaching the Slope of Enlightenment in digital marketing technology and is expected to attain mainstream usage in less than two years. According to Gartner : “Influencer and advocacy marketing helps firms to extend reach and advocacy enhances customer lifetime value while cutting sales expenses” and “loyal consumers who advocate don't simply buy more - they also bring other buyers with them.” * Trend 4: Insights-driven Strategy Smart Insights is a big admirer of using analytics and insight to drive business performance and optimize digital marketing results. Improving data-driven marketing is a goal for many firms, as evidenced by the Altimeter/Prophet State of Digital Marketing report's most wanted skill among digital marketers. 15 ° £2 UNIVERSITY of Se Ge GREENWICH . Businesses taking this approach are hoping to reap the benefits reported by Mckinsey research, which found that intensive users of customer analytics are 23 times more likely to clearly outperform their competitors in terms of new customer acquisition, and 9 times more likely to outperform them in terms of customer loyalty. FIG 3: WHAT ARE THE MOST DESIRED SKILLS FOR YOUR DIGITAL MARKETING HIRES IN 2019-2020? Peele) 4A} v8 Marketing automation/ 3 8% Prete tego (eo) User experience design % Video production and editing 31 Coding/development 2 9 % peat pert 29% eee ea a 8 mercies PTS emus 26% 8% orn 5 = 4 em abe SEO/SEM expertise Paid media/ eycere enue eh el b | (Source: Altimeter Digital Marketing Survey, 2019; Q2; Base N=500) ® Trend 5: Marketing Technology 16 Ou "BTEC suns wits (9S eso Marketing Technology (Martech) offers a confusing array of software services for companies trying to better their administration of digital media, experiences, and supporting data. If your company and its agencies use the proper mix of Martech, it can help you acquire a competitive advantage; however, if you don't, you may be missing out on the insights and automation processes that your competitors are employing. M1 Evaluate the opportunities and challenges facing the digital marketing landscape Digital Marketing Opportunities After applying various tools and approaches, digital marketing can be successful and provide opportunities. These technologies assist marketers in reaping the full benefits of digital marketing, including: * Consumers are easily reached. Digital marketing is an efficient approach for businesses to reach out to a big number of potential customers at the same time. Using the internet as a marketing channel is a rapid way to reach a large number of potential customers and prospects all around the world at the same time. Social media marketing has also transformed these marketing operations on various social media platforms such as Facebook, Twitter, Linkedin, and Pinterest, etc. * Direct Advertising Digital marketing allows for direct advertising and raises awareness of a product or brand. Companies can now simply display adverts for their products and services on various digital media. A competent online advertising strategy and promotional tools, on the other hand, can assist digital marketers in performing successfully in a highly competitive marketing environment. Ads can remain eternally Advertisements are more available to target customers at any time or in any location thanks to digital marketing. Prospects can visit any website and view advertisements at any time and from any location. The constantly displayed adverts entice prospects to contact you and find the items and services they require. However, in order for these adverts to appear on a webpage, they must be successfully managed. ¢ Advertisements Around the World 17 Owner “BTEC suns wits (9S eso LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels P3 Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks and mortar’ and other physical channels. It is critical to have the correct range of software solutions to handle data insights, content, and digital marketing! Without the right ones, a company will be unable to develop a strategy that reaches target customers and follows them through the customer journey - providing insights into customer journeys, personas, conversion rate optimization, anda variety of other digital metrics critical to staying ahead of competitors. 1. Customer search analysis and keyword Advanced EE WEB RANKING research Google Keyword Planner - Google provides a variety of tools and analytical platforms to keep data analysts happy - they are never short of tools that help you plan, manage, and optimize SEM strategies. Keyword Planner may be found in the ‘tools’ section of your AdWords dashboard. Even if the firm do not invest in AdWords, they can still use it. This is a fantastic tool that shows them the average monthly search volume for Keywords as well as your typical organic ranking for them. The firm may also filter terms by geography and configure parameters for Google or Google and search partners. 2. Rank checking Advanced Web Tracking (AWR) enables businesses to examine their rankings on a daily, weekly, or on-demand basis. Reports can be accessed from any device. It does, however, provide a wealth of additional essential features such as localization, Developer API, and even social media exposure. 3. Backlink analyis Buzzsumo - The backlink tracker, which is not available in Buzzsu mo the free edition, allows the firm to detect who links to their competitors and evaluate most shared backlinks. The company can also see their social share for each URL, their most shared content on social, and locate influencers using Buzzumo. 20 42 UNIVERSITY “BT EC Qs GREENWICH . suns wits (9S eso 4. Analytics Google Analytics - Unless a company uses paid analytical | solutions such as Adobe, you'll almost probably have a Google Analytics account. There is a premium version available, but it costs $150,000 a year. 5. Social, PR and Influencer IETTT - With this automation tool, company may link your social network accounts. For example, if the company submit a picture IFTTQT to their IFTTT Instagram, IFTTT will instantly post the native image to their Twitter or Facebook, depending on how they have configured it. It's ideal for keeping all of their material consistent across several channels. Onalytica — Specializes in offering Influencer Relationship ~ Management software and expert services to assist brands Oonalytica © in scaling 1-to-1 Influencer Relationship Management results. It aids in the creation of customized influencer programs in order to better automate and streamline influencing activity while also identifying ongoing engagement opportunities. 6. Content marketing management Trello - Trello is an easy-to-use tool that makes content organization considerably more efficient. We have lists (2 Trella for various campaign material that we assign to internal team members to remind them of content that needs to be written. It's an excellent tool for organizing and distributing content to team members, as well as keeping track of ideas. 7. Marketing automation tools GetResponse - GetResponse is a company that provides email marketing, webinars, landing page design, and marketing automation. Businesses can use their email [= GetResponse marketing services to set up auto-responders, advanced analytics, a/b testing, and forms. You may also use their marketing automation to create and build specific customer journeys, including automation segmentation, basket abandonment, and online event tracking. P4 Examine the development of e-commerce and digital marketing platforms and channels in comparison to physical channels. 21 #2 UNIVERSITY of “BT E¢ ; sy GREENWICH . suns wits (9S eso E-Commerce (Electronic Commerce) describes the process of purchasing or selling goods or services over the internet. While the word “e-commerce” is often used to refer to online purchases of goods and services. It comprises internet-based monetary or data exchanges. E-commerce includes, for example, online shopping stores, online auctions, wholesalers, subscription-based businesses, sales of digital products (Such as e-books, software, video courses, audio, and So on), crowdfunding platforms, online marketplaces, and so on. E-commerce can relate to a customer subscribing to a premium Netflix plan or a company dealing with a freelancer through platforms such as Upwork or Freelancer. There are four popular e-commerce business models that facilitate trade between a buyer and seller. ¢ Business to Consumer (B2C): In the B2C business model, the company offers its products and services directly to end users. The B2C paradigm underpins the operations of online shops. ¢ Business to Business (B2B): In the B2B business model, a company offers its products and services to other companies. The B2B model is used by businesses who provide B2B SaaS (Software as a Service) or sell in quanity. ¢« Consumer to Consumer (C2C): The transaction takes place between two clients in this paradigm. The C2C paradigm is illustrated by a user selling pre-owned goods to other consumers. ¢« Customer to Business (C2B): e-commerce occurs when a consumer provides value to a business. The C2B business model is illustrated through online portals that offer freelance services. 22 Ou "BTEC suns wits (9S eso Social media is also a great way to effectively promote products or resources to your followers and engage with customers. People that follow your brand on social media have most likely purchased from you in the past. Interacting with them on social media or answering customer service-related queries is an excellent method to maintain brand engagement and develop positive experiences and client loyalty. re Devon Peacock © @dpeacock980 2h @Wendys How much does a Big Mac cost? aS Wendy's © | VW Follow Say @Wendys @dpeacock980 Your dignity 6:32 PM - 4 Jan 2017 4 47114 8 324 Marketing teams may use social media to establish a voice and build their brand, making them appealing to follow and share. Wendy's flippant and hilarious tone, for example, has made them quite famous on Twitter, where they frequently receive likes, retweets, and reactions. 2. Influencer Marketing Brands can collaborate with celebrities, websites, or others who are thought to be experts in their field and share similar values. Brands can then reach out to the followers of these influencers with branded content and offers. Many marketers have found success with influencer marketing, with 9 out of 10 saying it is as good as or better than other channels. Furthermore, one out of every two women made a purchase decision based on a recommendation from an influencer. 25 ($2) UNIVERSITY 4 “BT EC GREENWICH ° since wits (SI ees loki Hey friends, we're teaming up with @gopro for an Instagram meet up in Vai Colorado tomorrowiJan 21st). Come meet us at Craniologie from 12-3pm for tips and tricks on capture great footage. Also, be some rad GoPro prizes, Hope to see you there. #GoPro #Hero5 yogameetstravel Nice! sarahschlund My future @elliott_nogan Cat W 89,339 likes a4 Credit As an example of influencer marketing, consider the following: GoPro collaborated with Loki, a Colorado-based influencer with a large following of outdoor fans. This put their goods in front of their target demographic, along with a recommendation from a like- minded, reliable source. 3. Email Marketing Email marketing campaigns enable businesses to stay in touch with prospects and consumers by sending them personalized newsletters or offers based on previous purchases or brand engagements. If a person has interacted with a few of your branded touch points — such as an email offer for 10% off the things they've been considering, or free delivery — this could be what eventually leads to a conversion. Almost 60% of consumers think email influences their purchasing decisions. Furthermore, subscribers are more inclined to open transactional emails. 4. Content Marketing Content marketing enables marketing organizations to be proactive in responding to their users’ inquiries. Throughout the three stages of the buyer's journey, marketing teams develop content, videos, and other assets to answer questions or provide context to consumers: ¢ The buyer understands they have a need at the awareness stage. ¢ The buyer decides on a course of action to address this need during the consideration stage. 26 @unees “BTEC suns wits (9S eso ¢ The choice stage occurs when the buyer chooses on a product or service to acquire in order to meet a need. 5. Search Engine Optimization (SEO) Marketing Search engine optimization and content marketing are frequently used in tandem. When the buyer in the preceding example is researching which gym shoes to purchase, they will most likely click on one of the first three results that appear on Google. With this in mind, the athletic shoes marketing team needs to ensure that their article appears near the top of the search results. This is accomplished by optimizing content for user experience and ensuring that the technical aspects necessary for search engine crawlers to readily identify and index this content are in place. e 2 best running sneakers Best Running Shoes | Running Shoe Reviews 2019 https://www.runnersworld.com » gear> best-unning-shoes ~ Sep 26, 2019 - You know what you want from your running shoes: light weight, cushioning, support, and a comfortable fit, Of course, the most important part of New Balance Launches the .... 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Nike Air Zoom Pegasus 36 sneaker. Nike. $120. Saucony ISO sneaker. Saucony. $120. A: ynaflite sneaker. Top search engine results are often dictated by SEO 6. Pay-per-click (PPC) Pay-per-click advertising is a type of sponsored advertising that enables marketing teams to essentially buy traffic to their website. Marketers publish advertisements on websites or search engines such as Google and Microsoft Bing and are paid a charge each time an ad is clicked. These ads are frequently displayed at the top of the search results page and are 27 Ou "BTEC suns wits (9S eso for businesses, as a happy workforce leads to improved productivity and lower costs as a result of increased staff retention. Because mobile technologies enable users to conduct a wide range of jobs from almost any place, they can significantly increase efficiency and productivity. It is now feasible to have complete office capability while on the go. This simply implies that more work gets done because employees aren't required to wait till they arrive to their desks to respond to colleagues and customers or read and update crucial documents, for example. D1 Demonstrate critical analysis and evaluation of the digital marketing landscape and the impact of the growth of e- commerce. The digital revolution that has swept through retail and marketing continues to grow, with sophisticated solutions emerging to address continuously changing customer behavior. Furthermore, the Covid-19 outbreak has exacerbated patterns that have been developing for some years. However, the quick shift to ecommerce isn't the only development that marketers must deal with. Social shopping, in which customers study things on social media before making a buy, is also growing in popularity. According to the e-commerce agency Absolunet, over 30% of consumers claimed they would shop straight through social media platforms like Facebook or Instagram. (Zircon Group., 2021) Customers are also looking for more customized offerings. As a result, brands have been attempting to tailor the consumer experience based on individual preferences, interests, and behavior by embracing digital technologies such as machine learning. To keep up with changing consumer behavior, firms will need to rethink their omni-channel ecommerce strategy and develop new solutions. Many businesses are implementing marketing automation systems to handle an increasingly complicated and dynamic client journey that includes various interactions across multiple devices. E-commerce has grown in popularity over the years, and it is now one of the fastest- growing categories in the online world. Though it took some time for end-users to accept this, we are now at a situation where the majority of consumers prefer to shop online. There were various reservations about internet buying when it first became available, but over 30 #2 UNIVERSITY of “BT EC sy GREENWICH . suns wits (9S eso time, individuals have come to trust E-commerce for all of their shopping needs. The social impact of e-commerce can be assessed by satisfaction and trust, which can be measured using the following factors (acowebs. 2019 ) : 31 Increased Internet usage Students and youth are the fastest increasing population category. This market is the most advanced in terms of advanced applications and internet technology. According to a poll done by the Internet and Mobile Association of India, the country had 190 million Internet users by the end of June 2013. With more and more people accessing the internet via telephony, the country was predicted to reach 243 million in June 2014, indicating a 28% increase over the previous year. The increase in Internet users has also resulted in significant expansion in other digital industries such as e-commerce, mobile commerce, and digital advertising. The Indian government has made efforts in the education system by using computer tools and procedures that are necessary for all educational levels, from basic school through the completion of studies. Students from urban and rural locations were sensitized by providing personal computers, laptops, tablets, or laptops with Internet access and its benefits for improving lifestyle, as well as electronic literature and e-books. Advanced computer technologies and their utility in electronic commerce are also appealing to entrepreneurs. The advancement of educational standards at all levels has resulted in a high market demand for electronic commerce and e-commerce. Changes in online shopping - The online purchasing experience is always being improved in order to make it simpler, more comprehensible, and easier to use. Because of the reductions and appealing rates provided by internet offers. This, combined with superior offers, has resulted in changes in the purchasing patterns of internet buyers. Ques “BTEC suns wits (9S eso CONCLUSION The research has assisted the company in recognizing digital marketing in a growing business along with its benefits. Digital marketing is nothing more than utilizing new technology to reach marketing objectives. As can be seen, digital marketing is the way to go for any company hoping to generate global interest in its products. As a result, while digital marketing may be difficult to continue, with the advent of social media platforms such as Facebook and Twitter, organizations can still obtain the greatest results. After gaining the aforementioned insight, the company should use the opportunity to invest in the digital economy. 32