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