Digital and Social Media Marketing: SWOT Analysis, Competitor Evaluation, Customer Groups, and Digital Objectives

This document provides an analysis of digital and social media marketing strategies for AZIO, including a SWOT analysis, evaluation of competitors, identification of customer groups, and recommended digital objectives.

DIGITAL AND SOCIAL
MEDIA
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
SWOT analysis of AZIO.............................................................................................................3
Evaluation of two competitors using social media......................................................................4
Identification of two key customer groups and development of personas..................................6
Customer journey flowchart or graphic.......................................................................................6
PART 2............................................................................................................................................7
TOWS matrix...............................................................................................................................7
TWO digital SMART objectives.................................................................................................9
Recommended digital marketing strategy based on the audit and TOWS..................................9
PART 3..........................................................................................................................................10
KPI bench marketing.................................................................................................................10
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
Social media marketing is that form of marketing in which platform of social media is
used in order to promote and run an organization. This also helps in creating awareness about the
products of an organization. Digital marketing is that kind of marketing in which promoting and
attracting of a customer is done through all types of digital platforms available to an organization
both internet and non-internet based marketing is used. This file is going to be based upon AZIO
which is a keyboard manufacturing organization in UK. This assignment is divided into three
parts in first part SWOT analysis is going to be there with competitor’s advantage and
disadvantage. Second part is going to cover TWOS and technological plan to be implied in
marketing technique. In the end third part is going to cover KPI bench marking technique in
which resources, staffing and budget.
PART 1
SWOT analysis of AZIO
SWOT analysis is that kind of analysis that helps in marking out strength, weaknesses,
opportunities and threat that can be harmful to an organization. SWOT is going to be done over
AZIO as follows:
STRENGTH WEAKNESSES
 As AZIO is new to market and has to
focus upon social media usage in order
to make its product popular and also
this is going to make the customers
attracted towards the product sold by it.
 Social media is going to create brand
awareness that is going to lead over
increasing sales of electronic keyboard
and is also going to make the
 AZIO being a new company in the
market and has to face tough
competitors to establish itself. If it is
not able to use social media in proper
manner then it is going loos its hold in
the market.
 Social media is being weaken within an
organization like AZIO is going to
result into impacting online sales of the

organization gain popularity in the
market (Brown, 2016).
product and the organization has to face
huge loss due to it.
OPPURTUNITY THREAT
 Social media is going to provide an
platform to promote its product and
having unique product is going to bring
revolution in market that is going to
promote positivity in growth and is also
going to generate new area to be
explored by AZIO.
 Social media is also going to make an
organization gain sustainability within
the market with cost saving. As social
media marketing only requires
advertisement cost.
 Social media can be proven to be very
dangerous at times because it marks out
certain information about the product
which can impact the growth of
organization.
 Also competitors can also be a threat as
they can use the information to form
better product that can lead towards
lack of sales to AZIO.
Evaluation of two competitors using social media.
Competitors of AZIO are Game Vizion Software Development, Robovu. There
advantages and disadvantages are explained below in relation to digital marketing.
Games Vizion Software Development
Advantages of digital marketing
 It is the game development tool which has got whopping community of asset and the plugin
developers and you will be able to get the reasonable and free content available.
 Unity provides the class apart editing tools for the game developers and this can also be
extended with the plugins.
 It also supports the assorted range of asset formats which is meant for conversion
automatically to maximum formats for the target platform too.

 It also supports the elite range of operating systems and platforms, like the mobile, desktop,
and the gaming consoles.
 This game development tool is available at the free license and have got class features.
 Even the paid licenses available are also quite reasonable for many professional developers
which are also available for the subscription (Cole, DeNardin and Clow 2017).
Disadvantages of digital marketing
 In this particular game engine, developer teams perceiving is full old hassle as such.
 This game development engine is not completely made to effective use for the mobile
devices by the time the current Unity 5 had hit the markets.
 The developers are not being able to get the complete source code by using this game
development engine as such.
 If any kind of bugs arises then you will have to wait for long time until this particular issue is
being addressed by the company itself.
 Any server product which offers quite good platform for the collaboration is just very costly
by tech different game engine standards
Robovu
Advantages
Cost Effectiveness
Being a latest inventions robots are turned out to be very much cost effective in a manner that
material used in it depends upon the purpose it is being prepared. As technological advancements
are taking place this can attract customers and can affect the growth of AZIO in market. Also this
Company has a product that is also helpful in increasing of productivity that is going to benefit
manufacturers.
Improved Quality Assurance
In these kinds of projects improvement in quality is assured because of technological advances
taking place and also it takes care of human welfare by reducing workload over them. This is
also helpful in making quality out the work that is to be done by him.

DISADVANTAGES
Job Loss can be there
This means that as technological advancements are taking place in an organization and robots
have been proved to be a helping hand in completing various types of work. So, this can sooner
be proved to be an way of increasing unemployment because men power required would be less
after robots is going to increase.
Initial Investment cost
This is also very high at the starting because all the technology used in it is going to be costly
and a company investing in it has to see towards this. Technology now days has become costly.
For robotics huge amount of money is used to gain perfection from it.
Identification of two key customer groups and development of personas.
As per this Games Vizion Software Development is going to target those customers
within the market who are seeking for new technology in terms of games that is going to make it
attract large customers. This is going to be done by analyzing and collecting data over the
customers who love games. It makes the organization gain lot of support within the market.
Another organization that is Robovu deals over selling of robots and is required to target only
those customers that are interested in buying robots or organizations requiring robot. This is
going to make both the organizations attain a sustainable growth within the organization of
market. Both the organizations should be focused upon two types of customers first kind of
customers is technology oriented which is going to make growth possible for an organization like
Robovu and Games Vizion Software Development. Second type of customers are those that
buy product but does not know about it in such types of customer sales is less. Both these group
can targeted through using of digital marketing skill which is going to attract customer at large
(Dutton and Reisdorf, 2019).
Customer journey flowchart or graphic.
This chart explaines about customer and all kinds of experience that he had with the
company. These cahrt caan be both graphical and a flow chart as it deals with wants of customer

and their need satifying is there prime target. This chart can be formed keeping the comoany
AZIO in a mannner that has been given below. This chart is an effective way of gaining focus
towards customer and making product keeping in mind there needs. AZIO is going to be
benifitted from this chart in a manner that it is going to make it do advancment in its products
and change them as per customers requirement.
PART 2
TOWS matrix
This is that kind of analysis in which an organization’s exert renal factors are analyzed in the
form of threat, opportunities, weaknesses and strength. This is going to help an company like
AZIO to mark out those things that is going to promote its growth an d is going to help in
gaining of technological support (Duffy and Pruchniewska, 2017). This analysis is as follows:

STRENGTH WEAKNESSES
OPPURTUNITIES Strength for capitalizing of
available opportunities-SO
Overcome weakness to capitalize
opportunity-WO
THREATS Use strength to avoid threats-ST Reducing weaknesses in order to
avoid threat-WT
SO
AZIO holds strength of having a unique product that has to be promoted and being a new
product chances for expansion increases.
In order to make promotion possible digital marketing is going to be used that is going to
make expansion possible and helps in building of customer base.
WO
Weakness that is hold by organization like AZIO is that lot of competitors exists in
market which makes expansion tough.
Through Social media marketing this problem can be solved because it makes ease in
reaching to customers in appropriate way.
.
ST
Strong digital marketing is helpful in attracting customers that makes establishment of an
organization possible within a country (Ciampaglia, 2018).
Attracting customers can be done through enhance promotion and using unique for it.
Thus strength hold by AZIO is digital marketing.
This can be used to compete with its competitors and expansion of business can be done
through forming a strong base of customer.
WT

Digital marketing if not done in proper manner is going to make organization like AZIO
face various kinds of difficulties and is also going to give its competitors chance to gain strength
in market.
Modification within its techniques can also lead in to passing of some sensitive
information that can be used by another organization to make its product better. Also shifting of
customer can be which makes loos in base of customer also.
TWO digital SMART objectives.
Digital smart objective are those types of objectives that is going to promote utilization of
digital technology within an organization like AZIO. This is going to help in setting of those
objective which is going to further help in making digital marketing promotion. That is useful for
the growth of an organization like AZIO. Two smart objectives regarding the organization is as
follows:
Increase in sales: This means that an organization like AZIO is required to increase its sales in a
way that product sold by it is required to be promoted and make it reach to its customers. Sales
can be increased by utilizing of mobiles in a way that app can be introduced which provides easy
access over the product sold by it. This is going to boost the sales by making the product reached
to customers in easy manner. This is also going to help AZIO to establish itself in the market and
attract customer’s at large scale and also promotion of the AZIO is also going to be there through
this. Profit of the organization also going to boost (Carr, Wohn and Hayes, 2016).
Social media: This is going to play an important role making the product sold by the company to
attract customers. Social media also helps in setting up of those objectives that helps in targeting
customers outside the range of country and this is also going to make AZIO more popular and is
going to help in reaching to customers. This is eventually improves quality of product as
feedbacks from customer is taken which helps in doing advances in the product. Such a way this
objective is going to help in making company popular all across glob.
Recommended digital marketing strategy based on the audit and TOWS
Digital media marketing are those types of strategies that are going to promote AZIO to all over
the world and are also going to help in making a strong customer base. There are various kinds
of digital marketing strategies which can be used by the company and they are marketing

through social media, emails, you tube, influencing the marketer. All these helps an star-up to
get itself establish and expand its business all over the world. These are very helpful for an start-
up in a way that it gives unique and effective measures to promote themselves at a larger
platform. The strategy that can be used by AZIO to promote itself is through social media
because almost everyone uses some or the other social media platform this is going to provide a
boost to it sales and is going to promote the product to various persons. This is also going to
make the company to give an stronger base to establish itself at global market. Such type of
marketing is also going to be cost effective and is going to save money which can be used for
later on purpose. Also this strategy is going to make it introduce its product to those customers
where the company cannot reach. Such strategies are very important in a way that it makes
customer easy attached to the company in direct manner. Social media strategy is also going to
promote the product and is also going help in knowing needs of the customer that is going to
help in improving of product (Brown, 2016).
PART 3
KPI bench marketing
It is that kind of bench mark that helps in promoting and analysing of those kind of
process that is related to various kinds of elements in its work place like technological, staff
members, production cost, Projects Company has to perform and many other kind of things
which is required to be taken care within an workplace. KPI bench marketing in other words is
said to be analysing of cost that is going to be used over various factors responsible for a task to
be accomplished. Now that we know KPI stands for key performance indicator it is only as
valuable as the action it inspires. Too often, organizations blindly adopt industry-recognized
KPIs and then wonder why that KPI doesn't reflect their own business and fails to affect any
positive change. One of the most important, but often overlooked, aspects of KPIs is that they are
a form of communication. As such, they abide by the same rules and best-practices as any other
form of communication. Succinct, clear and relevant information is much more likely to be
absorbed and acted upon. In terms of developing a strategy for formulating KPIs, your team
should start with the basics and understand what your organizational objectives are, how you
plan on achieving them, and who can act on this information. This should be an iterative process
that involves feedback from analysts, department heads and managers. As this fact finding

mission unfolds, you will gain a better understanding of which business processes need to be
measured with a KPI dashboard and with whom that information should be shared.
RESOURCES € 20,0000 € 10,0000
BUDGET € 30, 0000 € 20,0000
STAFFING € 40,0000 €30,0000
TECHNOLOGY € 50,0000 € 40,0000
The table that has been shown above is related to various kind of amount that is required
to be spend over factors that are to be used for promoting of digital marketing and social media
marketing. It has been formed by using KPI bench mark and organization like AZIO is going to
be benefitted from this in a way that managing of money and focus over the growth of
organization can be done. Also it is going to make utilization of resources in better manner
which is going to promote efficiency and effectiveness within its accomplishment of task
(Azucar Marengo and Settanni 2018).

CONCLUSION
The above file it can be concluded that social marketing and digital marketing is very important
for an organization like AZIO in a manner that it is going to help in making it promote itself to
all types of places also across the globe. Also in this file SWOT has been done that has helped in
analyzing of strength and weaknesses of an organization like AZIO. This made the company
aware about the opportunities’ and threat which can affect the growth of the company. Further
TWO has been done over digital marketing that has helped in making of objectives and has
showed that how objectives can be formed. Further a strategy has been explained that iss going
to help in faster growth of the company through digital marketing. This strategy is social media
strategy. Then in the end KPI benchmarking is used to make out cost applicable over various
elements in AZIO.

REFRENCES
Books and journals
Azucar, D., Marengo, D. and Settanni, M., 2018. Predicting the Big 5 personality traits from
digital footprints on social media: A meta-analysis. Personality and individual
differences. 124. pp.150-159.
Brown, P.G., 2016. College student development in digital spaces. New Directions for Student
Services, 2016(155). pp.59-73
Carr, C.T., Wohn, D.Y. and Hayes, R.A., 2016. As social support: Relational closeness,
automaticity, and interpreting social support from paralinguistic digital affordances in
social media. Computers in Human Behavior. 62. pp.385-393.
Ciampaglia, G.L., 2018. Fighting fake news: a role for computational social science in the fight
against digital misinformation. Journal of Computational Social Science. 1(1). pp.147-
153.
Cole, H.S., DeNardin, T. and Clow, K.E., 2017. Small service businesses: Advertising attitudes
and the use of digital and social media marketing. Services Marketing Quarterly. 38(4).
pp.203-212.
Duffy, B.E. and Pruchniewska, U., 2017. Gender and self-enterprise in the social media age: A
digital double bind. Information, Communication & Society. 20(6). pp.843-859.
Dutton, W.H. and Reisdorf, B.C., 2019. Cultural divides and digital inequalities: attitudes
shaping Internet and social media divides. Information, Communication & Society. 22(1).
pp.18-38.

Jiang, H., Luo, Y. and Kulemeka, O., 2016. Leading in the digital age: A study of how social
media are transforming the work of communication professionals. Telematics and
Informatics. 33(2). pp.493-499.
Kim, Y., Wang, Y. and Oh, J., 2016. Digital media use and social engagement: How social
media and smartphone use influence social activities of college
students. Cyberpsychology, Behavior, and Social Networking. 19(4). pp.264-269.
Poorthuis, A. and et. al., 2016. 16 Using Geotagged Digital Social Datain Geographic
Research. Key methods in geography. p.248.
Selander, L. and Jarvenpaa, S.L., 2016. Digital action repertoires and transforming a social
movement organization. mis Quarterly. 40(2). pp.331-352.
Settanni, M., Azucar, D. and Marengo, D., 2018. Predicting individual characteristics from
digital traces on social media: A meta-analysis. Cyberpsychology, Behavior, and Social
Networking. 21(4). pp.217-228.
Sherwood, M., Nicholson, M. and Marjoribanks, T., 2017. Controlling the Message and the
Medium? The impact of sports organisations’ digital and social channels on media
access. Digital Journalism. 5(5). pp.513-531.
Sievert, H. and Scholz, C., 2017. Engaging employees in (at least partly) disengaged companies.
Results of an interview survey within about 500 German corporations on the growing
importance of digital engagement via internal social media. Public relations
review. 43(5). pp.894-903.
Xu, S., Yang, H.H., MacLeod, J. and Zhu, S., 2019. Social media competence and digital
citizenship among college students. Convergence. 25(4). pp.735-752.
Roth, Y., 2016. Zero feet away: the digital geography of gay social media. Journal of
Homosexuality. 63(3). pp.437-442.
Xu, S., Yang, H.H., MacLeod, J. and Zhu, S., 2019. Social media competence and digital
citizenship among college students. Convergence. 25(4). pp.735-752.