Digital Marketing Strategies for Companies

This assignment requires a deep analysis of customer behavior and experience with a particular brand, both online and offline. The goal is to develop a new plan that attracts a large number of users and leads to huge conversions. Digital marketers must communicate with customers in a one-to-one way, avoid speaking like robots, and study data related to customer behavior. They must also rebalance efforts in fundamental areas and integrate new technologies and options. This assignment provides a framework for understanding digital marketing strategies and their implementation.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Survey of current practices of the Simbound game....................................................................1
CONCLUSION................................................................................................................................8
RECOMMENDATIONS.................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is referred as marketing of products and services by using digital
technologies (Kannan, 2017). These technologies mainly includes internet, mobile phones,
display advertising and also digital medium if any. It is also known as the market having digital
channels that helps in reaching the customers easily. The key objective of this marketing is
promoting the brands through various media's digitally. In this report Samsung has been taken
into consideration. It is one of the electronic industry that is been situated in UK.
Thus, the whole report is based on Simulation Game. Thus, the topic that has been
selected in this includes Search engine marketing. It is the form of internet marketing in which
websites promotion has been involved in which the visibility has been increased in result pages
of search engines. This search engine helps in adjusting and rewriting the content of websites and
also site architecture so that they can achieve high rank in the results in terms of search engine.
Thus, in the following report Survey of the current practice of the simbound game has been
discussed appropriately.
MAIN BODY
Survey of current practices of the Simbound game
Simbound is available in online form of several simulations experiences everyone having
their own game mechanics (Karjaluoto, Mustonen and Ulkuniemi, 2015). Thus, if the industry
uses Simbound and also uses levels of digital readiness they later cocreate with new content
digitally. They later uses this environment of competition as a platform to innovate their products
and services that helps the industry to develop presence of several companies online. This
process also helps the company to improve their skills, talent and also their confidence. Further if
budgets or time are removed , then the participants are encouraged in order to think in creative
manner and then apply what has been learned by them in real scenarios of their company. The
elements that has been covered in this game includes Search engine marketing, email marketing,
website management and Analytics, email marketing.
Search engine marketing
Search engine marketing is a digital marketing strategy that is been used in order to
increase the website visibility in a result that is related to search engines (Lanz and Carmichael,
2015). It has become the most crucial marketing strategy that helps in increasing the reach and
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status of the company. This is important and helps when there is increase in number of
researching and shopping for the products online. It is the best way that may drive traffic towards
the website in the faster way.
Importance of SEM
There are majority of new visitors to a website that finds it by performing query on a
search engine. In this marketing, the one who is advertising pays only for impressions that later
results in visitors. It makes the efficient way for company that may spend its dollars in
marketing. This type of marketing reaches to the customers at the perfect time when they are
actually open for new information with them.
Working of SEM
Complicated algorithms is being used by search engine that leads them in ensuring that
they are returned with relevant research at each and every search (Todor, 2016). This results also
includes location and any other information that is available at the websites. In this term various
companies' comes in contact with people or customers in terms of various ads that has been
displayed. This is because their keywords match to the customers search keywords. The ads that
are appeared grabs the prominent area on that particular search page. The listings of ads are
almost relevant to the specific search of customers that results in customers to click on that link
or ads.
Search engine marketing as per the marketers perspective
if marketers wants to set up a campaign within SEM network, the marketer is prompted
to the following,
 They have to select keywords that is actually related to the website or the products that is
being offered by them.
 They have to select geographic location for the ad to be displayed within
 They also have to create text based ad so that they can display them in the search results.
 They must bid on a price that they are actually willing to pay for each click that is made
on their ad.
The ads that are related to the text only are very easy in order to grow or produce. Thus,
marketers enter into headline and text for the body of ad. This type of marketing is therefore
considered as the most efficient way in order to spend the dollars in terms of marketing.
Overview of Samsung galaxy tablet
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This is the android based tablet computer that is being designed and manufactured by
Samsung which was introduced in the year 2011. Thus, from the given Simbound game it has
been analysed that there are 3 rounds discussed of search engine marketing. In all these three
rounds, the click impressions, CTR and conversions has been discussed. All this term has been
discussed as per below context-
 Clicks- Click is just a click means when user or customer sees the ads, they further click
on the ad that has been displayed by a particular company so that they can take them to
the landing page.
 Impressions- impressions are also known as the view ability. Thus, the impression which
is in turn of view-ability is one that is actually visible to the visitor or the customers after
loading of a particular page. This means that anything which is coming above the fold
content will be termed as viewable impression for maximum part. Further, if the agency
looks on the report that is based on impressions they look at how many impressions are
therefore visible. This helps the cited brand to give the actual and perfect idea about the
ads that are performing or working in terms of digital marketing.
 CTR- CTR is termed as Click through rate. This is an important concept in search engine
marketing in incredible manner. This term also refers to as the percentage of people that
has been clicked on the ad that is being displayed by the cited brand that is Samsung. In
addition to this, CTR depends on various factors and many of them are controllable. Ad
creative factor is the one that has a big effect on the click through rate element of Search
engine marketing. This includes the actual look of the ad that is being displayed and it
will play big part for users or customers in deciding what to click on.
 Conversions- this mainly happens after the customers clicks on the ads. It is much more
valuable than click (Leeflang, Verhoef, Dahlström and Freundt, 2014). It is termed as any
sort of action that is taken by the user. This action includes the following elements-
◦ Filling out a form
◦ Downloading e-book or case study
◦ Signing up for e news letter
◦ Making up a purchase online from the website.
Round 2
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From the simbound game it has been analysed that the Click through rate were 1.18 % .
This means that there were 1.18 percent viewers that clicked on the ad that was displayed by the
cited company Samsung. In addition to this, at this stage the impressions were listed as 4842
people that viewed the ad after clicking on it. Thus, this impression helps in giving the actual
report of the performance level of the ads in the digital marketing. Further, only one person
converted and some action has been performed by them after viewing the ad.
Round 3
In this round it has been analysed that the number of conversion percentage raised from 1
to 3.52 and the click through rate percentage of the users were 5.05 percent which is extremely
high from Round 2. In addition to this, the number of clicks on the ads were 437 and impressions
number is 8657 members.
Round 4
From the graph that is presented in the simbound game it has been analysed that 108
members got converted into customers of that particular brand of Samsung. The CTR rate was
5.64 that means there is not much increase in this percentage as compared to round 3. thus, it has
determined that there was extreme increase in impressions of the users which was figured as
13,607. Further, the number of clicks also increased rapidly that was numbered as 768 users.
From the above interpretation, it has been analysed that there is extreme and rapid
increase in all the elements that are included in search engine marketing.
CAMPAIGNS
Campaign is termed as set of activities that has been planned so that it is been carried out
by people over a period of time (Royle and Laing, 2014). This leads them in achieving
something that is related to change in terms of social and political. Thus, various information
regarding this has been analysed from the graph that has been presented in the simbound game.
Round 2
In this it has been analysed that number of impressions that has been found is 4842 users.
The CTR rate resulted in this round is 1.18 percent. Further, only person or user got converted
and took some type of action after viewing the ad. The number of clicks on the ad displayed by
the cited company was 57 users.
Round 3
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In round 3 the number of conversions resulted into 52 that termed as extreme high from
round 2. The impressions were 8657 users that viewed the ads by click on it. The number of
clicks also raised to 437. The CTR rate percentage is 5.05. Thus, the campaign resulted high in
this round as compared to earlier round.
Round 4
Conversions in round 4 raised to 108 that is actually double from round 3. CTR rate is
5.64 percent that means not increased much as compared to previous round. Impressions was
13607 which resulted as extremely high. 768 users clicked on the ads on the ads of tablets by
Samsung in search engine marketing.
Further, it has been analysed that the conversions of lenovo tablets Pc was 26, tablet
ASUS conversions was 104. in addition to this, Samsung tablet conversion was 2 and conversion
for tablet iPad was 1.
Ad groups
Ad groups is basically termed as the group that contains one or more ads that targets a
shared set of keywords (Ryan, 2016). In this group, bid or price is being set and used when
keywords of ad groups triggers the ad so that they appear on the screen. This terms is also known
as cost per click. In this group the prices are set as per the individual keywords within the group
of ads.
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Thus, in this simbound game, the ad groups contains 5 five brands that includes tablet
iPad, tablet Samsung, tablet lenovo, tablet ASUS and also the tablet lenovo. All this deals in the
market of UK in various campaigns. From this it has been found that the default cost per click of
iPad is 1.07 where there are 36 clicks, 1887 impressions. Further, the Cost through rate percent is
1.91 and conversion into action is one. Further the default Cost per click is different of all
brands. From this it has been analysed that cost per click of tablet iPad is high as compared to
any other brands.
Round 2
The conversions that has been displayed in the graph of the simbound game includes 1.
Impressions includes 4842 users.
Round 3
The impressions in round 3 is 8657 users. Here the conversions is 52 and clicks were 437.
Further, click through rate percentage was 5.05.
Round 4
The impressions that is analysed in Round 4 is 13607 users. Further, the conversions
turned to 108, clicks were 768 and clicks through rate percentage was 5.64.
ADS
Advertuising is termed as the form in order to communicate the information in persuasive
purpose in terms of products that includes goods, services and ideas that is actually
acknowledged by the sponsors with the help of various media (Signori and Flint, 2016). In other
words it is also termed as salesmanship in print form. This is further driven by one reason that is
why. It is the most efficient technique that is being used by the company or industry in order to
promote their goods and services and also the ideas related to this.
Thus, from Simbound game, various rounds has been discussed where all the information
of UK has been interpreted.
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In this graph 5 brands has been selected in the ad groups. From this graph it has been
analysed that is the leading brand as compared to all other brands that are been stated. This
interpretation shows that ASUS has the maximum number of conversions from any other brands.
Tablet iPad is having low success and has lack of search engine marketing. From this, it can be
analysed that Samsung galaxy tablet requires adopting huge changes to walk with Asus and have
maximum number of conversions.
The number of users that clicked on ads of ASUS were 910. Further, the impressions
were 11854 and conversions were 127.the percent value of CTR was 7.68 which is very high
from any other brand of UK. But the CTR percent of tablet lenovo is also close to ASUS having
6.64 percentage.
Keywords
Keywords are that words that helps in making people to easily find the contents of the
sites via different search engines (Taiminen and Karjaluoto, 2015). Thus, the well optimised
website for search engines mainly speaks the same language. A keyword is a word that helps in
signifying the meaning and also the ideas of a set of data and is used as an index to the data set
contents.
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Thus, from the Simbound game it has been analysed that the best converting keywords of
ASUS tablet is 127. The best converting keywords of lenovo tablet is 31. Thus, the converting
keywords of Samsung galaxy tablet is 2 lower than ASUS brand.
In addition to this, the number of clicks for ASUS tablet is high as compared to any other
brands of UK which states the 886 clicks of the users. And the number of clicks for Samsung
galaxy tablet is 80 which is much lower than ASUS.
Further, the impressions in round 2 was 4842 and in round 3 it raised to 18241. Thus, this
number further increased to 26197. From this it has been analysed that the number of
impressions are rising as per the increasing rounds.
Competition
Competition is termed as the act or process in order to try to get or win something the
thing which the other person is also trying to win the same thing or opportunity (Tiago and
Veríssimo, 2014). This means that they are competing with each other.
Thus, comparative analysis has been done, where details of top campaigns has been
discussed where value and cost of the device has been interpreted.
The campaigns of the latest Samsung tablets had 499 conversions. Further, conversions
of the cheapest Samsung galaxy tabs were 168. Sony tables and ASUS tablets sales were 127.
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CONCLUSION
From the above report, it has been concluded that ASUS is the leading company having
maximum number of clicks and conversions. This, the Samsung brand has to adopt various
strategies in order to cope up with this brand and achieve long term success. It has also been
concluded that search engine marketing is the top leading in digital marketing of UK. Search
engine marketing also helps in promoting the goods and services to the customers easily by
making them visible on the load pages.
RECOMMENDATIONS
 Samsung Galaxy Tablet must focus on customer engagement as their connection with the
messages of the company and later create strategy that helps in revolving among the
times of key engagement.
 They must also consider the customer interaction data that is currently present with the
cited company and accordingly try to develop long term method in order to compile that
data. This will further help them in analysing the engagement times of the customers.
 They must also evaluate the life cycle campaigns and should note the summary of success
that is related to the programs of the company. Later they must find the way that may
help them to reach the customers easily.
 As the cited company observes the number of customers that views the emails send by
the Samsung company, they must try to determine responsive design plan that allows
them to achieve long term profit.
 They must take a deep look into the experience and interest of customers in a particular
brand in both way that includes online and offline. This will help the cited company to
produce the new plan that may help them in attracting large number of users towards the
brand that leads in huge number of conversions.
 They must try to communicate with their customers in one to one way and avoid
speaking like a robot. Thus, it is essential in order to study the data that is actually related
to the behaviour of customers in terms of a brand. This will help the company in order to
develop high quality message to send customers and pull them towards the company.
 Thus, every company must adopt change which is the most important strategy for each
and every digital marketer.
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 They must also try to update the digital marketing plan as it provides with the
measurement related to the performance and also the accountability that is impossible for
the traditional media.
 They must rebalance the efforts in the areas that are fundamental in continuous manner
and must integrate options and technologies in newly and trendy manner.
REFERENCES
Books and Journal
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing. 30(6). pp.703-
710.
Lanz, L.H. and Carmichael, M., 2015. Digital marketing budgets for independent hotels
Continuously Shifting to Remain Competitive in the Online World.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for
marketing in a digital era. European management journal. 32(1). pp.1-12.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management. 34(2). pp.65-73.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Signori, P. and Flint, D.J., 2016. DIGITAL MARKETING INNOVATIONS AND THEIR
ROLE IN SERVICE ECOSYSTEMS, THE EXCHANGE OF VALUE AND SOCIAL
IMPACT. Tiziana Russo-Spenaand Cristina Mele, p.259.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons. 57(6). pp.703-708.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V. 9(1). p.51.
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