Digital Marketing: Strategy, Process, and Implementation

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Digital Marketing Process...........................................................................................................3
Overview of the organization and their online strategy...............................................................3
SWOT Analysis...........................................................................................................................5
STP and Marketing mix...............................................................................................................5
Market research and result audit..................................................................................................6
Competitor analysis.....................................................................................................................6
Market analysis............................................................................................................................7
Digital marketing plan.................................................................................................................7
Objective of digital marketing.....................................................................................................8
Implementation and control in digital marketing........................................................................8
Budgeting.....................................................................................................................................9
Performance Evaluation...............................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing strategy or plan or campaign is the series of steps that are undertaken
to achieve the objective of the business by marketing through the digital platforms (Bala and
Verma, 2018). There are various objectives of the digital marketing campaign such as to create
brand awareness, attracting traffic, converting the leads etc. It also builds up customer
relationship as the business frequently communicates with them. The disadvantage of digital
marketing campaign is that special skills are required to launch the campaign, sometimes it is
time-consuming and also gets security and privacy issues. A digital marketing plan is a blueprint
of all the details regarding the digital marketing campaign. The following are some elements of
digital marketing plan search engine optimization, online advertising, web analytics etc.
MAIN BODY
Digital Marketing Process
The first step in creating the digital marketing campaign is to define the goal and
researching the target audience. The objective of Kingfisher's digital marketing campaign is to
increase the traffic and conversion rates. The target audience decided by kingfisher for its
campaign is the people between the age of 21 to 45 years (Buchanan and et.al., 2018). The next
step in the marketing campaign of the competitors therefore Kingfisher will analyse the digital
marketing strategy of The Home Depot, B&Q and other competitors.
The third step is to choose the appropriate marketing channel for the campaign. The
channel may be Kingfisher's website, SEO, content marketing, social media, email marketing.
Kingfisher for launching its campaign chooses social media marketing. Allocate the budget for
the campaign in the fourth step. Kingfisher allocates the budget as per number of audience and
the area at which they are spread. The next step is to implement the campaign and measuring the
performance of the campaign through KPI in the last step.

Overview of the organization and their online strategy
Kingfisher is a UK based multinational company which deals in home improvement
products such as home furnishings, supplies and plants and many more. Also, the company s the
founding member of Rainforest Alliance, it was an initiative which came up in December 2020.
The online strategy used by Kingfisher consist of social media advertising for creating brand
awareness and for promotion purpose. Social media advertising is the way of promoting the
products through using the social media platforms. Kingfisher has used Instagram as a source of
advertising as they have made a personalized gif of their bottle. It helped the company in
increasing engagement of the customers with their brand. Also, the company have used
Facebook advertising and twitter advertising. On twitter, they released a campaign named
#KFBeerUp which got a very good response from the twitter community. On Facebook, they
advertise about their home furnishing, but they do not advertise about Beer as Kingfisher keeps
in mind the age group of users.
PESLTE Analysis
Pestle analysis based on Kingfisher's digital marketing campaign is as follows: Political factors- As UK has quited from European Union therefore Kingfisher have to
make personal relations with the countries in which they were exporting. Also, due to
Brexit its sales have also impacted adversely as many countries which were part of
European Union under certain rules do not purchase from the UK countries
(Perera,2017). Economic factors- The economic condition is also very important factor when the
company is finalizing the campaign. If the economic condition is not good and the
inflation rates are too high then there is no use of releasing the campaign (Božić-Kudrić,
2020). Social factors-Kingfisher should analyse the lifestyle and culture of the people in which
they are launching their campaign. The company should analyse the consumer behaviour
and their buying pattern. It is very important as it determine the success and failure of the
campaign (Phan,2021). Technological factor- As technological changes and advancement in this sector is
growing at exponential rate and Kingfisher can take the opportunity to advertise and