Table of Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 Environmental analysis for Argos, focusing on the opportunities, challenges and its impact....1 TASK 2............................................................................................................................................4 Critical assessment of Argos by comparing and contrasting digital and store presence.............4 TASK 3............................................................................................................................................9 Digital marketing activities for use omni channel......................................................................9 TASK 4..........................................................................................................................................13 Monitoring and measuring techniques......................................................................................13 CONCLUSION..............................................................................................................................16 REFERENCES..............................................................................................................................18
INTRODUCTION Digital marketing means to advertise with distinct digital channels. The different medium of channels can be social media, email applications, mobile application,websites, search engines, or any other channel. The report will discuss about Argos Ltd. which is anBritish catalogue retailer. The company is situated in U.K. Argos is a subsidiary of Sainsbury's. As Sainsbury's was established in 1869, the founder of the company is John James Sainsbury. The company headquarters are in Holborn, London, ECI, United Kingdom. In this report the discussion will be based on understanding of opportunities, challenges and impact on digital environment in the organisation for online retail industry.The study will be based on comparing digital presence store and store presence in Argos business. Further the study will be based on the developing a plan on the digital marketing operations which can helps to build multi channels capabilities. In the last segment of the report the study will be based on the monitoring and measurement of effectiveness of the digital marketing. TASK 1 Environmental analysis for Argos, focusing on the opportunities, challenges and its impact. Digital Environmentincludes digital devices as these are basic tools to interact and manage the activities and contents available to themselves(Chaffey and Ellis-Chadwick, 2019). The difference between online store and offline store is that in offline store the customer need to visitstore and the stores opens on time basis but in online store the customer can shop from home itself as well as there is no issue for timing the online store are available all time for customers. The benefits of digital marketing are that it is an most potential and powerful tool to attract large pool of audience towards the company. As the digital marketing tool is cost effective for the company rather then traditional approach for marketing which require lots of investments and it becomes difficult for small business to manage the budgets for digital marketing. Digital marketing helps the company know the customers needs and wants by getting reviews from customers through social media. Opportunities Of Digital Marketing Customer Insight:The Argos company can able to understand the opportunities related digitalmarketing as the company is able to understand the customer behaviour towards 1
purchasing the products through online services provided by the company(Kartajaya,Kotler and Hooi, 2019). As with the help of analysing the suggestion and grievances the company can avail the opportunity to improve its product and services for the consumers. Which further will increase the revenue and financial performance of the company. DevelopingDigitalMarketingActivities:TheArgoscompanycanavailthe opportunities for using different digital marketing activities like email marketing of the online retail store which can provide and acknowledge different customers in the market with the help of sending emails. Another activity which can influence customer around the world are social media marketing through which the company is able to get connected with customer easily. The company can update its feeds and news regularly to attract the customers. The company can also use content marketing to so that it can easily able provide brief information about the changes and knowledge for offering new product and services for its customers. Consumer power:The company can facilitate customers to rise their power towards the company product and services as it can provide information on internet about the products with acknowledging about pros and cons of the product(Chowdhury,2019). The opportunity for accessing about the online stores and provide safe mode of transaction to the customers. The company can have the opportunity for collaboration with the other online retail stores which can benefit the company to provide special offer or coupons. As with the help of these opportunity the company is able to increases its revenue and can influence new customers towards the Argos company. Challenges And Impact Of Digital Marketing Challenges faced by company Customer experience:The companyfaces major challengetowards giving best customer experience for the products an services consumed by the consumers. In the phase of digital marketing the company faces competitive environment in online retail store. As the suppliers are more for online retail stores which aims to provide better customer experience than Argos company. Which impacts on the company to increase quality of product and services provided to the customer(Kingsnorth, 2019). Volume of production:In digital world the company faces challenges towards the reaching online and mass production of product and services which impact to less focus on spreading the brand awareness among the consumers and which impact the company to influence 2
less customers towards the brand due to which the financial performance and profit earning capacity of business also get reduce. Impacts on company Negative publicity:With adoption of digital marketing the company generates some negative publicity towards the company. The company can get negative messages through online suggestion or comments from consumer for the product and services. As it will put impact on the company to generate negative image for the company in market. Due to which the reputation of company falls in the market. Customer expectation:By meeting the customer expectation the company able to fulfil the requirement of customers which enable the Argos company to increase its capabilities to meet the demands of consumers and able to increase competitive advantages in the digital market(Lewnes and Keller, 2019). Monitoring of devicesused by customers is email device as the tracking can be done withthehelpofpushnotificationslikeemailopened,emaildelivered,deeplinks,etc. Monitoring help the company to examine the customer behaviour towards the product and services provided by the company are valuable to the customers and produce quality of services. Thecompetitive environmentin digital world is increasing day by day. The company faces challenges to get competitive advantages from the rivals in the market. As the company is able to get the competitive advantages when it develops different tactics, strategies, channels, etc. to drive market performance. The company can bring differentiateddigital tools to attract customers like it can design creative website of the company, develop different digital channel to communicate with the customers like social media, online marketing, search engines,etc. The growth of micro moment originally means marketing and selling by google as the moment used to describe about mobile devices which is used to start internet research of product and services. PESTLE analysis on digital marketing Political:Thepoliticalfactorsdiffersfromonenationtoanothernation.Digital marketing impact positively when the government allows the company to advertise digitally with less imposing of government rules, taxes, etc. for promotion of products and services. And the negative impact can be vice versa(Islam, 2019). 3
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