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Digital Marketing Plan - Argos Ltd

   

Added on  2021-02-22

22 Pages6674 Words51 Views
Digital marketing

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 an British 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 Environment includes 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 visit store 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
digital marketing as the company is able to understand the customer behaviour towards
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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.
Developing Digital Marketing Activities: The Argos company can avail the
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 company faces major challenge towards 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
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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 devices used by customers is email device as the tracking can be done
with the help of push notifications like email opened, email delivered, deep links, 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.
The competitive environment in 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 differentiated digital 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: The political factors differs from one nation to another nation. 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).
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