Digital Marketing and Communication- Mossto

DIGITAL
MARKETING AND
COMMUNICATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
DIGITAL MARKETING PLATFORM 1.......................................................................................1
History and Background..............................................................................................................1
Which business objective does this fulfill...................................................................................3
Implementation of the platform...................................................................................................3
Measurement of success..............................................................................................................4
DIGITAL MARKETING PLATFORM 2......................................................................................4
History and Background..............................................................................................................4
Which business objective does this fulfill...................................................................................5
Implementation of the platform...................................................................................................6
Measurement of success..............................................................................................................6
Recommendations............................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In the modern era, every organization relies on modern digital tools with the motive to
promote its products in the market. Further, it is a well-known fact that adoption of promotion
tool is must for every business where the product related information can be easily shared with
the target market through advanced tools such as social media marketing, mobile, email
marketing, etc (Agrawal 2017). The present study is based on Mossto which is an online shoe
store company that mainly offers products to ladies. The company is efficient enough in meeting
requirement of ladies regarding clothing and shoes. Overall analysis has shown that the products
of Mossto are unique regarding design and color options that directly influence the purchase
decision of the target market. The shoes are manufactured in Spain by the skilled individuals and
with the help of high-quality materials. The organization has developed digital strategy
objectives which take into consideration accomplishing 10% market awareness, targeting the
new group of customers. The two advanced tools selected are Facebook and email marketing that
will be explored in the present research. These two tools are efficient enough in meeting needs of
the target market and in turn information linked with products can be shared easily.
DIGITAL MARKETING PLATFORM 1
History and Background
The first key digital marketing platform undertaken by the business is Facebook where with
the help of social media Mossto can share information linked with products to its target market.
The concept of Facebook was introduced in February 2004 by Mr. Zuckerberg at the time of
studying psychology at Harvard University (Brennan & Croft 2013). A large number of features
of this website is present that involves post free classified advertisement, application
development, developing the new page which can be of any organization, etc. The value of
Facebook is $364billlion where on a monthly basis over 1.71 billion people are using this site.
This digital marketing tool has some pros and cons that every business has to consider. The main
benefits of this platform are as follows:
 It is very easy to set up the new profile where any individual or organization can develop
the profile, and it is easy to use (Andersson, Fredriksson & Berndt 2014). Only internet
connection is required to access facebook.
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 Facebook is considered to be one of the most effective platforms where ideas and
thoughts can be easily shared such as in case of Mossto promotional message linked with
products can be shared with the target market
 Facebook enhances social skills where the current trends in the market can be known
along with the new products that businesses have launched in the market (Armstrong et
al. 2015).
 Saves time and marketing cost where it is possible for the business to share large number
of messages with their target market in lesser period and no expenses are incurred
associated with this type of promotion
 One of the main benefits of this platform is that it encourages two-way communication
where feedback from customers can be easily taken in relation to the products and in turn
their satisfaction level can be known easily
 It allows in enhancing relationship with the target market and businesses can easily
enhance their customer base in short period of time. The use of Facebook as a marketing
platform can assist the company in its long term growth by developing long term
relationship with all its potential customers.
Cons
 Freedom of expression is the major drawback where every individual has freedom to
share ideas, and due to this reason chances of misuse is quite high (Heimbach, Kostyra &
Hinz 2015)
 Sometimes any individual can post the negative comment regarding company’s product,
and this can directly harm the brand image of the enterprise.
 Many times it has been witnessed that for businesses to engage with the facebook users
who are not interested in the kind of information shared with them. Neither it becomes
possible for the company to force them for accessing the message nor any other tactics
can be undertaken.
 The ads that are targeted actually sometime goes wrong where it does not reaches to the
right target market. This is the main issue that is being faced and in turn leads to decline
in the level of performance (Sinha et al. 2015).
So, these are some of the pros and cons of this digital platform that businesses are required to
undertake at the time of employing this platform for promoting products and services. In
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