Digital Marketing Analysis and Strategy

This assignment delves into the world of digital marketing, focusing on the significance of adopting digital marketing processes for business growth. It emphasizes the importance of strong customer relationships and using social media platforms like Facebook to increase profitability. The report concludes that various metrics can be used to measure and evaluate tools used by companies, allowing them to track the best tool for marketing. A list of references is provided at the end, citing relevant studies on digital marketing and e-marketing strategies.

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
1.Introduction to the organisation...............................................................................................1
2.Analysis of current tool of marketing used by the company...................................................2
3.using digital analytics to measure the success of the tool........................................................6
4.Recommendation......................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing is the marketing technique through using social media, internet and
online technology through which company can market their products and offerings. Thomas
crook tours and travel company is being introduces in this report. Furthermore, the digital
marketing tool used by the company will be explained and metrics for evaluating the tool is also
will be describe in the report,
1.Introduction to the organisation
Thomas crook is the biggest and largest tours and travel company providing their services
all around the world. It is international company which deals in providing travelling services. It's
a British travel company in the company the group involves number of the tour operated with
help people to fulfil their tour dreams by providing them the best offers and quality services.
Thomas crook is private company but is traded publicly that is its shares can be sold to the
public. Its headquarters are in London, England..they deal in variety of products and services
including package holidays, cruise lines, hotels and resorts (Baltes, 2015). The company also
provide other services travel related activities, human resource activities, international and
domestic holidays, visa, passports, Travel insurance and other financial relate services and
MICE. Its customer base are the persons who wants to travel and explore the different countries.
They generally target that audience which are seen to be travel a lot.
The tourists , newly wedded couples etc. are more of the time are the targeted people of
the company (Flykt, 2016). They have also developed a website for booking that is Hotels4U.com.
The company basically deals in two sections or divisions. one is the Tour operator and another is
Thomas crook Airline. The new group will lead tom become the second largest travel company
in Europe. There re also great travel service providers who are giving tough competition to the
Thomas crook that are Cost saver, Top deck, Ex pat Explore travel, Insight vacations etc. who
are giving competition to the company as they are also providing the great and quality services to
the travellers. Including others services including travel insurance etc(Stock,2017).
The digital technology helps the company to accelerate their marketing of their products
and services which also helps them to generate their revenue and profit. They are currently using
these social sites which are the most popularized in young generations that is use of Facebook
and Instagram. By providing timely updates, news, informations, advertisements, videos,
packages the company is able to advertise their products and services in the mind of the people
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who are using the Facebook and Instagram. Social media is basically a way and a source of
introducing or marketing the product or anything which is need to make out to the public to
make them known about the products and services which company are offering
The users of the social media are performing the activities through which they can
approach to the company sites and can book their packages and enjoy their holidays and travel
ism. Through the Facebook page of Thomas crook they are advertising their products and other
travel related services across the world in such a way that the people of every country is able to
see and learn about the company and company profile. Organisation is currently suing the digital
marketing techniques to provide the quality and value to the customers so that more and more
customers can reach to the company for accepting their services and products and which helps
companies to retain their customers fort a longer term(Habibi and et.al., 2015 ). Using effective
dan efficient techniques will help organisation in achieving their objectives as well and help
them to retain their customers attached to the company for long.
Thomas crook is using and Making the most of their Facebook page as Facebook page is
a great free marketable took which help business to market their products and services. They just
not list their products and their offerings but they also share links, images, videos, posts on a
defined customizable page which give a better sense of personality of business and
character(Kannan, 2017). The Facebook page can be considered as a great spot in developing the
brand identity and show the human side. Its acts as a mediator or salesman for the company and
its customers ultimately the company can consider what and who are their key audience who are
interest by liking their pages.
Sharing social media links, videos, images, and anything as long it will be connected to
the business and also it will something which target the audience which benefit the organisation.
Hence , the company is using the current digital marketing technique that is use of social media
so that it helps the to earn good amount of profit, earn revenues and can retain their customers
for longer term, which will help them in capturing the larger share of the market in complete
industry all around the world.
2.Analysis of current tool of marketing used by the company.
The company is using many sources through which that can market their products and
services using digital technologies, as the world is almost digitalized that is everything is now
onwards are performed on the computers and through internet the company also adopts the use
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of digital technology for their product and services marketing. Thomas crook using the Facebook
,Instagram and many other tool for marketing but most of the contribution from which company
get success in attracting the customers is from Facebook. As it is the page or site which acts a
mediator and a middleman between the customers and the company(Mariani, Di Felice, and
Mura, 201). Company can post images , videos, links, packages, etc. on the Facebook page and
through Facebook customers will able to see that post can show their interests by liking and give
comments on them asking about the various queries and questions related to the packages in
which they are interested.
The other strategy which is used by the company is Instagram it is another page through
which company can post their offerings and products to the public at large. Instagram is
something which can be used for marketing the products also by sharing the videos of the
customers who already had travelled and shared their experience by dealing with the Thomas
crook as this technique helps customers to get attracted towards the company's offerings and
hence leads the company to deal with more customers.
Strengths
There are many positive factors which help company to strongly get benefited from the
use of social media for marketing their products, services and offerings. Some positive and
benefits which company use as strength of the tool are ;-
Facebook promote posts
Any posts buy the company weather it is video, photos of the different packages offered by the
company, customers shared experiences can be seen by the customers and people at large as
those post are going to shown on their news feed when they post their story. Its bring up the
chances of being seen on the user's news feed(Stephen, 2016). Facebook helps in promoting the
posts by showing on to the existing fans with added option of 'share with friends' which will
expand the reach of the company's posts. Promoted posts are also easy to set up the just click the
button beneath in which the person have to just click the button on the post of the company
through which they will able to judge that who are the one's interested in the company's offering.
Facebook Exchange
This is another strength of this tool as this lets advertiser or company to take benefit and
advantage of ad retargeting on Facebook through real time bidding(Stock, 2017. ). That is the
company can target the audiences based on the web history data as when any user visit a product
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and services page on company;s websites but not able to deal with it than the company can than
display the ad about the same product and package on Facebook with the help of FBX that is
face book Exchange.
Facebook open graph
Millions and Billions of interactions are posted with the use of Facebook open graph
regularly. Company is in the position to create the third party applications through which they
will be able to connect to the users and can post a notice on the Facebook when anytime the user
perform any specific action with the app. Basically the Facebook open graph allowed for the
creative and innovative interactions options outside the standard form which is followed in the
Facebook that is of “Like” and “comment”. The posts can be suggested to users for “listen”,
“Taste”, “read” etc. it all upon the business that how more they can get creative to this.
Thomas crook is using the benefit also for taking the advantage of digital marketing for
marketing their products and service and Facebook open graph is the another strength of this
particular tool(Taiminen and Karjaluoto, 2015). spotify can be taken as a great example of how
the Facebook open graph became a powerful marketing tool for the companies and it all started
with the Facebook login prompt. Open graph posts is the most meaningful for the users as they
are being generated by a familiar friend, not brand which helps in making them the latest and the
greatest of the marketing tool through Facebook and it considerer to be the powerful strength of
the Facebook.]\
Using the power of live marketing is the another key benefit for the company to use this
strength of the Facebook going live on the Facebook help customers to ask the questions and
getting the answers immediately by connecting and joining them in their live videos. The
marketers of the company can came live through Facebook Instagram sites and can interact
directly with the customers and cans hare the experience and also can clarify the query of the
customers. Apart from sharing the posts and videos going live is another opportunity for the
company to attract and interact many customers as they can by solving their query by
immediately responding to them which will help company in making the customers as soon their
queries are being solved going live will give instant notification to those who are following the
company's page and will help the in letting know that someone from the company department si
on live video. It facilitation of the Facebook which will help company to get more and more
customers hooked to their sites and enables them to catch the customer's attention. .in addition to
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this it also helps company in marketing their company's products and offerings and will lead to
make people known about their travel related services they offer(Todor, 2016). As this strength
of this additional feature of the Facebook will stream lot of things live on Facebook including
seminars, events, discussions, interviews regarding their needs etc. to enhance this great feature.
Weaknesses
The tool used by the company for digital marketing contains some problem sor weakness
through which this tool gets ineffective in terms of marketing the products and offerings of the
products. Some weaknesses of the tools are :-
Cost of maintenance
The content pages are need to be updated regularly and continuously to make customers
attracted and linked towards the company's page. Updation of the new information which wile be
useful and beneficial for providing effective marketing of the products(Kannan, 2017). Facebook
digital marketing techniques involves video product demonstrations, interactive forums and any
online contests which require heavy budget .for maintaining the cost the company needs to
develop a detailed and innovative social media strategy through which a costly investment for
small advertising budget can be avoided. Official pages requires a budget for marketing their
product through social media as they acquire the additional features like Facebook open graph,
pay per click advertisements etc.
competition
Marketing platforms for digital marketing that is Facebook and Instagram are open to
easily duplication b y the competitors. As any posts or packages can be copied by the other
competitors and they offer the same to the customers by adding any additional benefit that is by
lowering the cost of the package or adding some feature to the packages which will lead attract
the customers towards the competitors products(Habibi and et.al., 2015). This copying or
duplication can be done by many competitors without the approval of the company who actually
advertise it can lead to great damage to company as their sales will decrease. And resulting in
failure outcome. This is another weakness of the Facebook which many company faces .
Thomas crook must adopt the strategic through which they can overcome this weakness and can
have a great advantage of the Facebook for digital marketing. This weakness can e overcome by
taking intellectual rights and other measures which will help in preventing the company from
any duplication.
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3.using digital analytics to measure the success of the tool
Google analytics can be used as measuring tool for the Facebook. Through these
matrices, tracking of Facebook campaigns is possible. As with help of this metrics company can
drill into the traffics from Facebook ads which is not possible to do in Facebook. This company
need to create a segment. Google analytics will help in giving the much richer view into how the
users are clicking through Facebook ads behave on their sites (Baltes,2015). Basically the metric
shows all sort of the data. The medium reports focused on the last action or last touch which
someone takes before the purchase. Google Analytics basically needs Java script code which can
be included on the page to correctly track visitors. Hence, these matrices can b used for
measuring the Facebook by the company.
4.Recommendation
Recently all companies expand their business through digital marketing which is
significant for enhancing awareness among people that helps to build image by increasing
loyalty of customers. Thomas crook company will expand business via digital marketing like
Facebook , Instagram. Company must adopt certain following recommendation for redress
problem and enhancing efficiency of the business-
Thomas crook traveller company must establish social media presence because recently
people are prefer social media for finding out some information. Company can easily attract or
grow their customer through digital marketing. Company must interact to target customer by
social media which used to increase customer base that helps to grow their business(Flykt,
2016).They should get feedback from the customer because Facebook , Instagram and twitter are
effective route for exchange message directly with business and customers.Company can publish
weekly or monthly blog into the social media that build the brand image of the company. Their
blog must include high quality content which use to attract tourist. They need to prepare brand
page and website with effective content so customer get desire information by searching.
This digital marketing mode is easy to assess and helps to grow business with limited
budget. Company should have to advertise via ads in Facebook and Instagram , ads in you tube,
display some tag line and content which represent the company. Company can prepare budget to
make digital advertising to brand that helps to raise awareness. Digital marketing is more
affordable rather than traditional advertisement so company can reducing the cost of digital
advertisement , digital promotional act ivies.
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Digital marketing is significant to Thomas Company that find out the future prospective by
analysis data via online and mail servery , encourage the review of the company. These can
provide value information which helps yo improve princesses and services ultimately it will help
to grow of the business.
CONCLUSION
From the above report it can be concluded that digital marketing is one of the best
method for marketing the products . Company should adopt digital marketing process that will
build strong relationship with existing customers and new customers. One's tourist and
customers engage with company through platform of social media they would help in increasing
the profitability. Using Facebook as a digital marketing tool will help company to retain more
customers for long.
It also concluded that the various metrics can be used to measure and evaluate the tool
used by the company so that they able to track the best tool for marketing.
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REFERENCES
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V. 8(2). p.111.
Flykt, A., 2016. Creating an e-marketing plan for a clothing company using online and social
media channels: a case study of Smokart Ltd.
Habibi, F., Hamilton, C.A., Valos, M.J. and Callaghan, M., 2015. E-marketing orientation and
social media implementation in B2B marketing. European Business Review. 27(6). pp.638-
655.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1).pp.22-45.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing.34(1). pp.22-45.
Mariani, M.M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
Management. 54. pp.321-343.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10.pp.17-21.
Stock, K., 2017. Integrated Marketing Communications Plan for Health Centre Rhein-Neckar.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V. 9(1).p.51.
Online
How to Use Facebook and Google Analytics TOGETHER to Monitor Fan Traffic. 2019.
[Online]. Avaialble through:<https://www.postplanner.com/how-to-use-facebook-and-google-
analytics-together-to-monitor-fan-traffic/>.
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