Digital Marketing: Current Practices and Strategies by Samsung

This report discusses the current practices and strategies of digital marketing used by Samsung to promote their products and reach customers. It explores search engine marketing, search engine optimization, search engine advertising, and other tools used by Samsung. The report also includes a case study on Samsung's performance in the market.

Digital marketing

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Current practices in industry........................................................................................................3
The simbound simulation ............................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Digital marketing is a platform where the organization can easily reach towards the customers.
It's a broad field which attracted customers with the email, search platforms, content marketing,
the use of analytics in digital marketing and many more. It's a component of marketing that can
be utilized the online based digital marketing, internet like mobile phones, other digital media
and a platform to promote the goods and services. This report studies the case study on Samsung
which is founded in 1 march 1938 in South Korean headquartered in Seoul. And founded by Lee
Byung-Chul (Hanlon, 2019). As it is a multinational conglomerate company and specialized in
the manufacturing of a wide variety of the industry and customers which included digital media
devices, integrated systems and memory chips. This report will discuss different tools in search
engine marketing and analysing the current practices followed by Samsung.
MAIN BODY
Current practices in industry
Digital marketing is a market approach which is used by the companies to promote their products
and reach towards the customers (Kingsnorth, 2019). It includes various channels to boost the
products and services of the company such as websites, search engine marketing, content
marketing, digital advertising, social media marketing, email marketing, mobile marketing,
online public relations and many more. The Samsung adopt the strategy of search engine
marketing and advertise their products in the market and attract the customers towards their
brand.
The search engine marketing (SEM) is a tool of internet marketing that promotes the
products through websites and increase the visibility of the website in search engine page
primarily. It is a paid strategy to increase the view-ability. It is helpful for the users as the
company select some keywords so that the users can easily search for those products they
required as they can see an ad from the brand (Nyagadza, 2020). SEM is beneficial for the
Samsung as it helps to increase the awareness of the products of their brand. The higher the rank
of the product in search engine the more the company can increase their sale as customers are
likely to visit on the websites, and they prefer and even recommend to others the offers. SEM

categorized in various types as search engine Optimization (SEO), Search engine advertising and
paid submission.
Search engine optimization (SEO)- It's a process which means to improve the visibility for
relevant searches and increase its leads and variation and also improve the quantity and quality
of the website or a web page from search engine (Vyas, 2019). It is art which is optimized the
online content of the company so that the search engine can show it on the top results for the
searches of a certain keyword. SEO is important as it is made up of multiple elements that means
more traffic on the internet site and more possibility to convert the prospects into customers.
Search engine advertising (SEA)- It is a method which is used to place online advertisement on
the web pages that shows the result from the search engine. It is alternative to SEM and SEO. It
is a cost effective way to improve the brands and businesses for appearing high visibility in the
websites that makes more aware to the customers about their brands and products. By the
optimization good rank can be achieved to text ads and offers.
Paid submission- It's a method which is useful for the companies to listing the information in the
websites is to paid directly to the directories. These directories have gone through towards the
submissions and manually review the submissions (Qiao and et.al., 2017). Once the submissions
got approved by the directories the permanent list would be created which helps the companies
online citation to increase the visibility in search engine so that more customers will aware about
the brand.
The Samsung adopt the different strategies to compete with other conglomerate
industries. They can use the search engine marketing and create the online website to promote
their products in the market and increase the awareness among the customers. This three
strategies helps the company in promotion through the advertisement and improving the quality
and quantity of the product on web page. Samsung will more improve the digital marketing
through search engine the company will increase the awareness of their brand towards the
customers, create the geo-targeted search ads, manage and implement the ads easily, target the
right audience through optimized ads (Cocco, 2017). Appear the keywords for the users so that
they can easily find the brand as compare to the competitors and measure and test the
performance of the company which are gathered through campaign for the better performance in
the future.

There are some tools which are used for search engine marketing to increase the level of website
visibility of the product and services of the company as compare to the competitors are pay per
click (PPC) spy web, google traffic estimator, SEO web page analyser, google auction insights,
split tester, word tracker, keyword spy web, keyword combiner and many more.
Pay per click (PPC) web spy- It's a complex marketing channel where the makers not pay the for
the ad placement they just pay the amount which affect placement where their as is clicked by
the user (Bhandari, 2017). The common format that appear the PPC of search engine like google
or bing. The advertiser having an opportunity to promote their product, brand or services by
targeting some specific keywords for the products so it is easy for the users to find the related ad.
Google traffic estimator- It is helpful for the businesses to grow their business and increase the
market share and attract the customers towards their brand. It's a tool which is designed to give
advertisement by providing the keywords in the traffic data so that the customers easily find the
product and the google ads give the advertisers keywords before they create the AdWords
campaign.
Google auction insights- This report is available for both shopping and search campaigns. It
helps to compare the performance of other advertisers who are participated in same auction. It
allows some filters by which the company can see the keywords, ad-groups and campaigns. The
company can identify the opportunities they are getting from the market and helps to understand
the position they occurred in the market.
Keyword spy web- This tool expose the marketing secretes of the competitors and the formulas
which are used by the competitors. It is helpful for the companies to search for any domain and
get information about all the places they have shown in the google (Bhandari and Bansal, 2018).
The company can easily get the information of their competitors with this tool and can take the
advantage of such information and make the strategy accordingly so that they can increase the
awareness of their product towards the customers and increase the market share. Additionally,
the company can learn or find some online and traditional lead methods, phone, email, social
media which cannot find from other areas. With these tools the company can monitor every
domain and observe the competitors and plan their strategies.
The Samsung use some search engine marketing tools to grab maximum market and aware the
customers towards their products and services. As they use the Google traffic estimator which is
helpful for them to estimate the growth of their business (Kelsey, 2017). And promote their

product by providing the keywords of the products in the AdWords so that the users or the
customers can easily find the products of their brand by which they can increase the awareness of
their products among the users.
The simbound simulation
The research over the company's performance indicate about different areas which
require organisation to perform effectively in market. Research over company's performance
indicate that Samsung Company default CPC is identified as default CPC is .66. As compare to
other key competitors company's CPC is minimum which indicate that it is paying the least
amount of cost against the per click over company's website. Other competitors of company are
wiling to pay upto 1.09 on per click whereas Samsung Company is only paying .66 against its
per click over the website of company. It is important that organisation improve its budget in
respect to the search engine marketing strategy so that it can engage with more traffic over
company's website. More budget will allow the company to invest more in promotions so that
more traffic can come over the website of company. Company's sales immensely influenced with
the marketing operations of company. If the Samsung Company can pay more over its
promotions it can boost up its sales in market. The more cost per click company can afford the
more traffic or success against the marketing operations of organisation can entertain by
organisation. The market presence of Samsung Company indicate that it is not strong in term of
online presence of company that further required company to invest more in marketing and over
its search engine platform so that significant boost in company's brand value can entertain.
Market of company for this practice is only a United Kingdom market. Samsung Company is
covering the entire United Kingdom that is further a favourable task to perform. Figures indicate
tat Samsung Company could generate 1505 clicks whereas other competitors of company like
Tablet PC, Welcome Drawing Tablet and many others are addressing less number of clicks as
compare to the Samsung Tab A (Sharma and et.al., 2018). 1505 click is an effective number that
indicate about the organisation performance in the respective market. The cost per click of
Samsung Tab A is minimum as compare to other competitors in market even after that company
could achieve an effective number of clicks over the website and products of company. Brand
value of company is also a key factor that could support the company in entertaining success
against launching the product in market. Number of clicks also indicate about the enthusiasm of
customers in market towards the product offer by company. If the company can enhance its

budget of marketing and promotion which will also allow company to boost its online presence
that will further support the organisation to generate more clicks. If the Samsung Tab A invest
more in its default CTC that would support the organisation to establish more number of clicks
that will further enhance the reach of products of company in the market. Brand value is a key
tool that support organisation in improving sales and this will create more positive image or
brand value of company in the respective dealing market.
Impressions of company are identified as 40218 in number. This figure indicates about
the total number of engagement of company's products with potential number of customers over
internet. Company could engage with approximately 40000 number of people over internet due
to the clicks or searches or suggestions over internet which make the products more engaged
within its customers (Jansen and Clarke, 2017). Impression is the key indicator of the online
presence of company's products. The more the overall impression product generate the more it
creates a possibility to boost up the brand value of product in market and also it improves the
changes for company's product to improve its sales in respective market. Other competitors of
Samsung Tab A are generating less number of impressions like Tablet PC and other which also
reflect that it could deliver an effective amount of impression over internet. Number of
impression always help and support company in improving the reach of the product of company
in market. More aggressive marketing will further enhance and boost the total number of
impression Samsung Tab A is considering over internet. Samsung Tab A CTR rate is 3.7 which
indicate that company is able to attract 3.7 number of people every time any customers come
across the product of company over internet out of 10 (Graham And et.al., 2019). Approximately
37% people actually come over the website to gather information about the products. In against
to total number of impression company could engage only 37% people actually take interest to
check out the products offer by company. CTR of company is less in comparison to other key
competitors in market which reflect that Samsung Tab A needed to cherish its product in more
professional manner. Company can also make its promotion campaign more informational so
that more number of customers can take interest in product offer by company. CTR percentage
needed to be high in process to make the product more successful in market. Company can only
create trend in market if they boost its CTR. Samsung Tab A must set a target to increase its
CTR from 3.7 to approximately 7. It can use engaging marketing and promotion strategy to
achieve this target (Tsuei and et.al., 2020). CTR would further allow the company to achieve its

overall targets and objectives behind channelising business objectives of company. In order to
promote the product of Samsung Tab A in market organisation required to incurred cost 727.13
whereas other competitors are considering the total cost of 427.83, 108.37 and other such cost
(Melchiorre and Johnson, 2017). The total cost of company is also more in comparison with
other competitors that also represent the effectiveness of company's marketing activities.
Samsung Tab A can look forward to further control its total cost so that more number of sales
figure can be achieved by organisation. The number of conversions of Samsung Tab A is 26
whereas the total number of conversions for other company is considered as 1, 15 and other such
numbers (Lieb, 2017). If the company's CTR Improved than it would also increases its total
number of conversions in respective target market.
CONCLUSION
Marketing with the search engine marketing is one of the key techniques which company
is utilising in recent years. This is about to boost the sales of company over internet or social
media. Organisation try to engage with customers over internet and different social media
platforms which allow company to achieve the sales target of the organisation. Search engine
marketing involve techniques like search engine optimisation, advertising and other such
techniques that support the organisation in achieving its overall objectives and target behind
business operations channelises by company. Evaluation or monitoring is also conducted under
this strategic choice with the support of CTR, Conversions and other such relatable statistics.
Samsung Tab A is considering 37% of number that company could convert into its customers
that is impressive which further can be improved if the company invest more in effective
strategies that can engaged with the potential customers in the market.

REFERENCES
Books and journals
Bhandari, R.S. and Bansal, A., 2018. Impact of search engine optimization as a marketing tool.
Jindal Journal of Business Research.7(1). pp.23-36.
Bhandari, R.S., 2017. Pay Per Click Marketing Strategies: A Review of Empirical Evidence. The
Journal of Industrial Distribution & Business.8(6). pp.7-16.
Cocco, A., 2017. How internet of things is impacting digital marketing: Samsung case: Family
hub refrigerator.
Graham, J. E. And et.al., 2019. Digital marketing to promote healthy weight gain among
pregnant women in Alberta: an implementation study. Journal of medical Internet
research. 21(2). p.e11534.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Jansen, B. J. and Clarke, T. B., 2017. Conversion potential: a metric for evaluating search engine
advertising performance. Journal of Research in Interactive Marketing.
Kelsey, T., 2017. Introduction to Search Engine Marketing and AdWords: A Guide for Absolute
Beginners. Apress.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lieb, R., 2017. Content-the atomic particle of marketing: the definitive guide to content
marketing strategy. Kogan Page Publishers.
Melchiorre, M. M. and Johnson, S. A., 2017. Finding new ways to reach older students: Creating
a social media marketing plan for professional and continuing higher education
programs. The Journal of Continuing Higher Education. 65(2). pp.73-81.
Nyagadza, B., 2020. Search engine marketing and social media marketing predictive trends.
Journal of Digital Media & Policy.
Qiao, D and et.al., 2017. Finding competitive keywords from query logs to enhance search
engine advertising. Information & Management.54(4). pp.531-543.
Sharma, D. and et.al., 2018. Making sense of the changing face of Google’s search engine results
page: an advertiser’s perspective. Journal of Information, Communication and
Ethics in Society.
Tsuei, H. J. and et.al., 2020. Improving search engine optimization (SEO) by using hybrid
modified MCDM models. Artificial Intelligence Review. 53(1). pp.1-16.
Vyas, C., 2019. Evaluating state tourism websites using Search Engine Optimization tools.
Tourism Management.73. pp.64-70.