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Digital Marketing Strategies Analysis

   

Added on  2020-01-15

13 Pages3330 Words166 Views
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DIGITAL MARKETINGFRAMEWORKS
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11. Digital Marketing Audit of 'JUST EAT UK' and identifying the key issues...............................12. Analysing the customer's journey................................................................................................33. SMART objectives for 'JUST EAT UK'....................................................................................44. Digital marketing strategy for the Prospective target segment ..................................................55. Recommendations for Customer engagement and extended digital marketing mix...................66. Evaluating the digital campaign for JUST EAT UK...................................................................8CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
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INTRODUCTIONThe rapid shift from analogue to digital, and the increasing consumption of digitalcontent on a regular basis is set to evolve new fundamentals of marketing and replace thetraditional forms. The market has adapted the medium of digital marketing as it is faster, morepractical and versatile in nature. The benefits of this emerging subject is two-fold i.e. it isbeneficial to the businesses as well as the consumers. The present research is focused on the analysis of the digital marketing activitiesundertaken by 'JUST EAT UK', the related issues and further, developing strategies andcampaigns in furtherance to the same. It is one of the world leading online food and deliveryservices functioning to connect the food outlets and the consumers. 1. Digital Marketing Audit of 'JUST EAT UK' and identifying the key issuesThe online takeaway service of London is accounted to receive orders from across theglobal for 700 million pounds. The website of the venture is considered to be the most visitedwebsite in Britain and has been categorised as one of the “best in class” technology companies ofEurope. Currently, the giant is working in 10 countries and across 3 continents. The company hasearned a revenue of over $500 million only from local businesses in the year 2011 (UK onlinetake-away firm just- eat gets $48m funding boost, 2011). Recently, the management of thecompany realised that conducting experimental campaigns and distributing pamphlets isincurring costs and is not even efficient enough to cover and attract the whole range of market.Hence, they decided to engage in the field of digital marketing and benefit the business from thesame. In order to understand the digital effectiveness of the initiatives taken by the entity in theonline world, it is imperative to analyse the internal as well as the external factors. The externalsfactors such as the suppliers, intermediaries and customers affect the working a the micro level,whereas the demographic, economic, physical, technological, political & legal and Social andcultural forces affect at the macro level. The restaurants and individual food outlets constitute tobe the suppliers of the online service provider, and has increased to over 30,000. Further, todetermine the marketing activities and undertake its analysis, the best way is to conduct a digitalaudit on the basis of the following 6 components: 1
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