Digital Marketing Strategies and Metrics

This assignment delves into the realm of digital marketing, examining various strategies employed by businesses to connect with their target audience online. It analyzes key performance indicators (KPIs) commonly used in email marketing, social media campaigns, and website analytics to measure campaign effectiveness. The assignment encourages students to critically evaluate different digital marketing approaches and understand how data-driven insights can inform successful marketing initiatives.

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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comparing with the pros and cons it has been analyzed that benefits associated with employing
facebook as one of the social media channel is present in large amount and surely it can deliver
large number of benefits to the business.
Which business objective does this fulfill
The business objective of Mossto is to accomplish 10% market awareness within the time
period of 6 months after the launch of the product in the market. So, this objective can be easily
accomplished by undertaking the Facebook platform that can allow the organization in
accomplishing this objective easily (Hossain & Yafooz 2017). Business can develop its own
platform as through this it is possible to share crucial information with the target market linked
with the product. Developing awareness in the market is easily possible by employing this tool
and in turn customer base of the organization can be easily enhanced in short period. This
business objective is directly associated with the long term performance of the business in the
market where developing awareness in the market can surely be beneficial for the enterprise.
Facebook as one of the tool can enhance market awareness, and the overall goals of the business
can be accomplished easily in every possible manner.
Implementation of the platform
For effective implementation of the Facebook platform, different strategies will be
undertaken. New content will be designed for targeting customers. For instance “Mossto presents
the new design of ladies shoes at an affordable price” This type of message can be shared in front
of the target market for attracting them (Järvinen & Karjaluoto 2015). Another message “10%
discount on the new arrivals of Mossto!! Grab the offer”. So, this type of promotional message is
highly effective through which it is possible for the business to influence purchase behavior of its
target market. This content will be highly effective for the business as it can highlight the
ultimate objective of the business in every possible manner. Apart from this advertising
campaigns will also be designed where the information regarding the new type of products
introduced will be shared with the target market.
Facebook advertising will take place by sharing new designs of shoes that have been
introduced in the market. The advertising campaign will be based on new ideas through which
promotion is possible. New facebook page will be developed through which customers will be
engaged into the major affairs of the enterprise. The promotional content designed will be shared
with the target market through which customers will gain information about the new product and
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they can be influenced to purchase the same. So, this will surely encourage the purchase
behavior of the target market and can assist in accomplishing the main goals of the enterprise.
Measurement of success
The overall success will be measured by taking feedback from the target market where
customers will be asked various questions in order to know whether they are aware of the new
product range of Mossto shoes in the market or not. This will allow in knowing whether
Facebook as one of the platforms selected for sharing information and promotional message with
the target market is effective or not. In short, the level of market awareness will allow in
knowing whether this platform is fruitful for the company or not. Measuring success is necessary
for every organization as through this it can be known whether the platform undertaken is
effective or not. Customer response is effective enough in knowing whether facebook as one of
the platform is effective or not.
For company like Mossto this platform is quite crucial as in case if new products are
launched in the market then in such case it is possible to obtain response of large number of
customers easily. In short, it can act as development tool for the business and can allow
enterprise in gaining competitive edge (Urban, Gosline & Lee 2017). In near future company can
identify how many customers are purchasing its products and with the help of same it is possible
to measure success in the market in every possible manner.
DIGITAL MARKETING PLATFORM 2
History and Background
In the present scenario, email marketing has emerged as one of the most powerful tools
for attracting customers and enhancing sales of business enterprise. Furthermore, it was in the
year 1971, when the first electronic mail was sent. However, the first email marketing blast was
carried out in 1978 (Davis 2017). It was Gary Thuerk who forwarded more than 400 emails to
individuals for the purpose of carrying out promotion of his computers. The result of this was
that Gary Thuerk achieved $13 million sales. In the year 1991, the internet became live
worldwide, and it was Hotmail which carried out the explosion of email marketing. In 1996, a
company named Xoom carried out the most renowned email marketing campaign as the
marketing email was forwarded to more than 6 million users of the internet. The mentioned
above campaign is also considered as the largest spam of the world.
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The main advantage of using email marketing is that it results is saving the overall cost
incurred in marketing and promotions (Leeflang et al. 2014). As compared to the other marketing
tools, email marketing is cost effective and convenient. Apart from this, it also supports in
creating brand awareness of a business enterprise. Email marketing at regular intervals assists
organizations to make people in the market aware about new products, services introduced. One
of the key advantages of this marketing is that it is measurable where business can easily know
the value of the campaign through web analytics software.
However, it can be critically argued that spam filters result in killing various marketing
opportunities present for small and large companies. In addition to this, another disadvantage of
email marketing is that it requires lots of time and efforts. Undelivered email is also one of the
main disadvantage of email marketing where the emails that are specially designed for the target
market are not delivered. Therefore, it is necessarily required for the businesses to keep their
marketing list up to date so that information can be shared with the correct target market. For
effective email marketing it is necessary to have right resource and skills where Mossto is
required to ensure that proper marketing list, design and right copy is available.
Which business objective does this fulfill
The company will be making use of constant contact and mail chimp for the purpose of
carrying its email marketing. The selected digital marketing will help Mossto to accomplish its
objective of selling 10,000 units of those new purchases that too in a period of six months. It can
be expressed that email marketing platform such as constant contact can help Mossto to achieve
its objective of increasing sales. Furthermore, the platform offers facilities such as the listing of
building tools, various mobile friendly email templates, and contact management (Nosrati et al.
2013). These facilities will support Mossto in carrying out the smooth functioning of all its
marketing practices over emails. The MailChimp marketing automation services are quite
effective as through this it is possible for the enterprise to develop awareness in the market
regarding its new product range (Tiago & Veríssimo 2014). The email will be shared with the
help of pictures through which customers will know what type of products have been introduced
in the market. Selling more units of products is only possible when email strategy is designed in
proper manner keeping in view the customers requirement.
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Implementation of the platform
Mossto will be creating an account on constant contact, and here the brand will be
required to enter username and password for the account (Dawe 2015). After creating the
account, the company will be directed to the main page of constant contact where it will be
required to rename its campaign. Furthermore, will need to enter its name in the section email
name and after this various templates for email marketing will be available for Mossto. Here, the
company will also have an option to make use of its own template for email marketing. After
this, Mossto will need to enter a subject line to its email and add email address below the subject
line. Apart from this, Mossto will need to complete some other process on the page and once
done it will need to click on the button of save and continue if the company is satisfied with its
email marketing layout (Reimers, Chao & Gorman 2016). Here, the business will also be
available with the option of adding multiple contacts. An effective process of monitoring will be
used here to ensure that the campaign is going in the right direction to accomplish its marketing
objectives. Continuous monitoring will be carried out to identify loop holes in the campaigns and
then corrective measures will be taken to overcome the same.
Measurement of success
The success of Mossto’s email marketing campaign will be measured with the help of
different matrix. For example matrix such as open rates will be used and here the company is
going to divide its total times when email opened with the total number of email sent (Rollins,
Anitsal & Anitsal 2014). The use of mentioned above matrix will support Mossto in defining the
total percentage of opened emails. Based on the information collected, effective measures can be
taken in the situation if the results are not satisfactory or up to the desired extent. In addition to
this, click through rate (CTR) will also be used to measure the success of email marketing
campaign (Honigman 2013). According to this matrix, the total number of time a click is made
will be divided by Mossto with the total number of impressions on emails. Web analytics
software can also be employed by Mossto for knowing the success of its campaign and it can
allow in know how many customers have successfully utilized the message that have been shared
with them.
The rationale behind using this matrix is that it will help in determining the fact that
whether the content forwarded through email is compelling and effective or not. Based on the
information collected, Mossto will be carrying out certain changes in its content to make it more
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efficient and enhance the brand visibility (Ryan 2016). Other than this, the matrix such as abuse
report will also be used to determine the success of Mossto’s email marketing campaign. Here,
the total number of email subscribed who marked Mossto’s email as spam will be identified. It
will support in identifying the fact that whether the campaign is heading towards right direction
or not.
RECOMMENDATIONS
 It can be recommended that Mossto can develop a competent team of personnel’s who
would be responsible for taking care of marketing activities of social media and email.
The rationale behind this is that having a team of individuals will assist Mossto in
responding back to the comments over facebook and emails on time and accurately. It is
essential for companies to react quickly and appropriately to the doubts, issues, and
concern of people over the mentioned above platforms of marketing.
 It can also be recommended that Mossto should focus more on the content which has
been promoted through marketing platforms such as emails and Facebook. Mossto should
emphasize more on posting and forwarding content which is unique, creative and relevant
to the target audience. The rationale behind this is that creative and useful content will
support in attracting more and more customers from the target market and thus, will
enhance the volume of sales and profitability of Mossto.
 It is also important for Mossto to use various social media tools for websites like
Facebook so that all the traction of the audiences can be measured and the posts that
attracts more and more people can be promoted more.
 Paid for of Facebook Advertising can be done as it reaches millions of people with very
less cost. Further, these posts can be promoted to special demographic and geographical
targeted audiences. In terms of demographic changes, company can select the age,
preferences, habit of the targeted population and in terms of geographical, location can be
set to target a particular area.
 Other than that, Company can also use the live video feature of both Facebook and
YouTube in order to showcase their products launch, talk about some new products,
guest appearance, etc. in order to engage people towards them in most appropriate
manner. They can also trying to integrate the chat box into their Facebook page which
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will help them to improve the customer service by quickly responding to all their
comments and questions.
 Company can also create innovative hash tags on Twitter on the regular basis and
promotes them with some exciting news or information. People usually repost them, like
them which generate branding for Mossto in return. For all the feeds, that company can
share, focus can be given on the @mentions rather than the marketing messages.
CONCLUSION
From the above report, it can be concluded that social media and email are the two
important techniques which Mossto will be using to accomplish its business objectives.
Marketing on Facebook and email will support the company in creating awareness of its products
and services among people in the market. At the same time, it will create demand and will assist
in enhancing the volume of sales and profitability. The main benefit of using Facebook is that it
will allow two-way communications between the company and potential customers. On the other
hand, the platform provides an opportunity to express views and opinions to individuals, and this
can be considered as the major drawback of the Facebook as a marketing platform. In short,
Mossot can grab large number of benefits through adoption of social media channel as creative
messages with the help of this tool can be shared with the target market and it can allow in
gaining competitive edge to the business in every possible manner. Company will share
promotional offers through this platform through which customers can know what kind of
benefits are provided to them. The key objectives that have been developed by the business such
as enhancing awareness in the market and selling more units of the products. So, this will be
accomplished through the adoption of facebook as one of the social media channel along with
email marketing.
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Reimers, V, Chao, CW & Gorman, S 2016, ' Permission email marketing and its influence on
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Mossto., 2017. Facebook Mossto About us. [online]. Available Through:
<https://www.facebook.com/pg/theladiesheaven/about/?ref=page_internal>. [Accessed On 3
September 2017].
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APPENDIX
Facebook
Mossto., 2017. Facebook Mossto About us. [online]. Available Through:
<https://www.facebook.com/pg/theladiesheaven/about/?ref=page_internal>. [Accessed
On 3 September 2017].
Email
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