Digital Marketing Acquisition Strategy Report - BU7718 Module

This report provides a detailed analysis of digital marketing strategies for customer acquisition, conversion, and retention, focusing on Fairway's UK, a voluntary company providing services to children and young adults. The report covers customer analysis, profiling, online value propositions, customer acquisition objectives, and a digital marketing plan, including the use of AI marketing and offline communication methods. It examines the marketing mix, including pricing, place, promotion, product, people, process, and physical evidence, and concludes with an evaluation of key performance indicators and recommendations for improvement. The report emphasizes the importance of understanding the target audience, utilizing social media effectively, and adapting to market trends to achieve customer acquisition objectives and long-term stability.

ACQUISITION,
CONVERSION AND
RETENTION
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Customer analysis and customer profiling...................................................................................3
Online value proposition..............................................................................................................4
Customer acquisition objectives..................................................................................................5
Customer acquisition digital marketing plan...............................................................................5
Evaluation....................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Acquisition, conversion and retention are important aspects which must be present in an
organization so that there is effective working and processing which is present. Fairway's UK is
a voluntary company which is providing children and young adults with fostering, education,
careers, etc. so that there is a better society which can be built. The further report would be
discussing customer analysis and customer profiling, online value proposition, customer
acquisition objectives, customer acquisition digital marketing plan and evaluation which the
company can adapt so that there are right actions which can be taken.
MAIN BODY
Customer analysis and customer profiling
Company Profile
Location: Suite 8, Fairways House, Mount Pleasant Rd, Southampton SO14 0QB, United
Kingdom.
Annual revenue: Funding for Fairways is $2Million.
Business culture: Supportive, solution oriented, charity purpose.
Personal Profile
Age group: Between 18 to 35.
Gender: Mostly male.
Job functioning group: Basic income level of the clients with an average job.
Personality Type
Goals: Ideas generating which needs support, efficient, focused and dedicated.
Challenges: Do not have the right amount for investment which is being provided by Fairway's
making the company have higher operations. Get the best deals at the right price as well which is
going to make the standards of living be higher.
Motivators: Long term relationship with younger adults. Financial incentive also needs to be
provided.
Feelings: Quality of service, well mannered, honest approach and good communication.
Role as a buyer or consumer information
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 Email marketing
Email marketing is very effective for young adult ageing between 25 to 35 since they
check their mails regularly. Emails is a very effective method which can be used by businesses to
be able to gain the right operations and working. There is more information which is let out
through this medium and the clients will get attracted easily but is a traditional method
nowadays.
 Social media
Social media is picking up in children and young adults the most which can be used by
Fairway's in order to be able to get in the right clients and making the objectives of the company
be achieved. Social media is improving but there is limitation with the information which is
being passed on and that needs to be controlled. Social media like YouTube, LinkedIn, Twitter,
etc. can be used effectively by Fairway's.
Role in decision making process
Key decision criteria: Relationship needs to be improved and bigger decisions have to be taken
by the organization so that there is effective working which is going to be present.
Key success criteria: Face to face communication with children is going to be effective which is
going to make the success working of Fairway's be present so that the company would be able to
make the right working.
Budget versus influence: Controlled budget is going to be present for the company, decisions are
going to be well planned and the company would be able to have higher purchasing as well.
Young adults and children do not have a good budget therefore Fairway's help them grow and be
independent and educate them so that the society can be improved overall.
Online value proposition
Fairway's is having good online value proposition which is by being present on YouTube
and LinkedIn which is making the company have a good base for themselves in the market. The
company has to use and understand the current trends and methods which are coming in the
market so that there are going to be effective working the company is going to have for higher
operations. To be able to connect with the young adults, LinkedIn is a very safe measure which
Fairway's has taken so that the company would be able to have a stable functioning which is a
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great factor. Problems must be solved effectively so that the company will be able to get the right
target and make sure that there are right actions as well which are being taken so that there are
going to be higher achievements (Pandey, Dutta and Nayak, 2018). Online experience must be
gained by Fairway's so that they can use other social media platforms in order to be able to get in
higher operations and functioning which is helpful for the long run of the company. Working
together is present when a company is present online which is going to help in communication as
well and make the organization be able to get in higher operations and working which is
beneficial. Currently the company is being able to have stability but in future the organization
will have to grow and for that there are important decisions which should be taken effectively by
the organization.
Customer acquisition objectives
Fairway's is having a strong objective for getting the clients. Since the company is
targetting and segmenting according to age, the company will have to make sure that they have
the right positioning.
 Fairway's wants to improve the customer base by 30% by the end of 2023.
 To increase the market base and long term stability in the market by 55% by the end of
2025.
 To gain experience and understand the customers by the end of 2022 by 40%.
Customer acquisition digital marketing plan
There are a lot of marketing acquisition techniques which are present for Fairway's to be
able to operate effectively in the market. It is important for the company to have the right
working and performance level in order to make sure that there would be right planning and
designing for further operations and productivity.
Artificial Intelligence Marketing
Artificial intelligence marketing is use of technology for being able to make faster
decisions on the data which is collected and analysed by technology. This factor is going to
remove the errors which are present in the feeding of information and the communication is also
going to be from time to time so that there are higher operations and working. Customer
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experience with Fairway's is also going to be increased which is good for a long run of the
company and the organization will be able to gain competitive advantage as well (Harvey and
et.al., 2018). Fairway's is a voluntary company which is why they have to raise their funds and
gain the trust of the clients as well so that the company would be able to operate effectively.
Brand has to give good experience to the clients from the organization so that they would want to
come to the organization in future as well. The manual working and pressure from the employees
is going to reduce and find the organization be able to achieve their targets and goals from time
to time which is going to be a great factor for a long run (Mohideen and et.al., 2017).
Offline communication
There are a lot of methods in this factor as well which are sales promotions, sponsorship,
getting investors, advertisements, personal selling, etc. are all a type of communication to be able
to reach out to the customers which is very beneficial. Other offline communication methods
which can be considered by Fairway's are direct mails, exhibitions, merchandising, packaging
and word of mouth. Mails and packaging are not very effective for the target of children which
the company has set. Word of mouth and exhibitions is going to get in the right clients for the
company which is going to be highly beneficial for a long run. Organization will have to find the
right methods for children and young adults separately in order to be able to achieve the
objectives and targets which the company has set for themselves (Tahmasbi Rad and et.al.,
2019). There is a set standard which the company is having for themselves in the market which
must be achieved in order to be able to get in more clients and gain trust and loyalty of them in
the company as well. Without the use of internet the company will be able to gain the right
customer base as well which is highly beneficial for a long run of the company and make sure
that the organization is going to have economic stability for a long run.
Marketing Mix
 Price
The pricing of the services and products in which fairway's is operating are not that high
because the the target which the company has set. It is according to the market and competition
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which is present and the main objective of improving the societies welfare must be achieved by
the company.
 Place
Fairway's has expanded themselves online and employees are being hired which are
experienced or retired so that there is more experience which can come in the organization.
Online platform is a great place for the company and make the standards of the organization be
higher.
 Promotion
Campaigning is a great method which can be used by Fairway's in order to be able to
make sure that the organization is being able to have a strong base and gain the trust and loyalty
of the clients as well (Schroeder, Ball and Busch, 2018).
 Product
Fairway's is dealing in education, career and fostering for children and young adults so
that they can make a change in the society and have a good environment for all the people to live
within. The aim of the company is to make sure that there is good growth of all the individuals
and have opportunities to grow further.
 People
Motivation must be provided to the employees so that there are going to be higher
operations and productivity which the company must have so that the objectives can be achieved
on time (Emery and et.al., 2018). Culture and training is being well maintained in the
organization as well which is going to be a great factor for the overall performance.
 Process
Fairway's is very focused on the customers and the research and development department
is also have a stable working which is going to make the processing and working of the
organization be higher. More changes are required and online platforms need to be explored by
Fairway's.
 Physical Evidence
The company is having online presences but more fields have to be explored in order to
be able to gain the right functioning. Services are being rated positively online which is going to
make the processing and working of the company be higher which is good for a long run.
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Evaluation
Key performance indicator, 360 degree evaluation, feedbacks and benchmarking are few
evaluation methods which can be used for being able to make sure that there is effective control
and monitoring which is present for the campaign. There are targets and objectives which are
communicated effectively to the workforce so that there are higher functioning which can take
place. When the employees are aware of the benchmarking which is done then the management
is also going to find it easier to be able to control and evaluate their work in Fairway's. Fairway's
must not be as experienced as the other voluntary community in the market but they have the
right management styles to be able to work effectively and efficiently (Loyyl and Kumar, 2018).
Marketing techniques which are being used by Fairway's are very limited in nature and that is
going to impact the working and performance level of the company for a long run therefore right
methods have to be included and make sure that the company is having a stable working factor
for a long run as well. Funds have to come in effectively in Fairway's in order to be able to use it
for further society improvement.
CONCLUSION
From the above report it can be concluded that there are a lot of changed which have
come in the market and they need to be implemented effectively so that there are higher
outcomes. Digital marketing and communication strategies and methods have changed over time
which have to be considered so that there are higher achievements and profitability which the
company is going to have. Company must have the right operations and planning for the
organization so that there are going to be higher working which is going to be included. Models
have to be analysed and improved upon so that there are better decisions which the company can
have.
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REFERENCES
Books and Journals
Emery, M and et.al., 2018. Preferential retention of genes from one parental genome after
polyploidy illustrates the nature and scope of the genomic conflicts induced by
hybridization. PLoS genetics. 14(3). p.e1007267.
Harvey, A.J and et.al., 2018. Physiological oxygen culture reveals retention of metabolic
memory in human induced pluripotent stem cells. PLoS One. 13(3). p.e0193949.
Loyyl, B.W. and Kumar, M., 2018. A Critical Analysis on Service Quality and Customer
Retention. Available at SSRN 3201409.
Mohideen, M and et.al., 2017. Degradable bioadhesive nanoparticles for prolonged intravaginal
delivery and retention of elvitegravir. Biomaterials. 144. pp.144-154.
Pandey, S.C., Dutta, A. and Nayak, A.K., 2018. Organizational capabilities and knowledge
management success: a quartet of case studies. Kybernetes.
Schroeder, S.C., Ball, F. and Busch, N.A., 2018. The role of alpha oscillations in distractor
inhibition during memory retention. European Journal of Neuroscience. 48(7). pp.2516-
2526.
Tahmasbi Rad, A and et.al., 2019. Combinational effects of active targeting, shape, and
enhanced permeability and retention for cancer theranostic nanocarriers. ACS applied
materials & interfaces. 11(11). pp.10505-10519.
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