Digital Marketing Communication and Analysis Strategy

This document provides an analysis and discussion of digital marketing communication and strategy. It covers the 7S framework, RACE framework, SWOT analysis, PESTLE analysis, and competitors analysis. Suitable for students studying digital marketing. Course code and college/university not mentioned.

Digital marketing communication
and analysis and strategy
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysis and discussion ..............................................................................................................3
7S framework...............................................................................................................................4
RACE framework........................................................................................................................5
SWOT analysis............................................................................................................................6
PESTLE analysis.........................................................................................................................7
Suitability, feasibility and Acceptability......................................................................................8
Competitors analysis ...................................................................................................................9
Recommendation ........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Digital marketing is process to promote the goods and services through digital platforms.
The digital marketing communication is a tool to communication digitally like ads, advertising,
pay per click and many more (Kannan, 2017). The analysis of digital marketing uses to evaluate
the business, competitor to develop custom, audience. As the digital marketing is a vital
component of market ing that make use of internet and other online technologies, its strategy
describe series of activity who make use of internet to promote the commodity. UK university is
trying to attract the student regularly with digital marketing techniques. University also having
its strategy to promote the products. King's college London is competitor of university which is
public research university established in 1829. The aim of this report is to understand the way
digital marketing contribute in attracting students so that university get competitive advantages.
Therefore, the objective is to gather necessary information related to digital marketing for
benefits of organization. This report has determined the analysis of digital marketing strategy,
the elements of marketing communication mix (Dahiya and Gayatri, 2018). It has further
evaluated various framework and inspect intrinsic and extrinsic environment digitally then it has
provided the recommendation for new digital marketing strategies in contrast of marketing mix.
MAIN BODY
Analysis and discussion
Manager of university have series of different actions to make use of digital marketing channels
to achieve university goal. The manager of university have taken various steps to develop a
favourable digital marketing strategies. They have adopted different platform like website, social
media, email marketing and content marketing to attract students. The digital marketing strategy
which the university is having is very effective as it helps student to now the platform which are
used by university (Vieira And et. al., 2019). Currently university is using website and social
media to reach and attract the targeted audience to become its student. University is regularly
updating and posting necessary post there. University is using different ways to communication
with the targeted audience. The university has advertising its courses on TV, Press and Radio.
The staff is also promoting university by door to door promotion. The effectiveness of digital
marketing is explained the various framework.
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7S framework
The 7s model is a model of management. It used to analysis the university assess and monitor the
respective change in intrinsic side of organization. This analysis help university to perform good
in the competitive market. With the help of this framework the university can determine the
digital marketing strategy.
Strategy: University is using different platforms for promotional activity. The university is
having digital marketing strategy to promote, which provide them competitive advantage. With
the help of social media they are posting regularly image of their courses and studies. In that they
provide information related to university and its work such as educational facilities,
infrastructure, the targeted audience and other related points of services which are provided by
university.
Structure: The university is having a well-defined structure their employee's and other staff
know they roles and responsibilities. The university is organized in proper manner, as the
department know they particular work and contribution in end goal. The employees are well
aware about their duties and with that the coordination between superior and subordinates is also
developed (Perveen and Habib, 2017).
System: The university have clear system in that the action and procedures that are performed by
employee's to complete their work. The university manager is inspecting the activities on daily
basis so that there is no double work and no mistake. This is a hard element in the framework.
Share values: in this element the university is regularly doing their work keep in mind the
primary motive. They are try to be ethical towards the society and audience. The share values are
also known as subordinate goals. The share value represent the moral value that are followed by
university while performing its work.
Style: The university have democratic and transformational leadership style to lead its
subordinates. University have adopted these leaderships to reach its goal more effectively and
manage the employee's efficiently.
Staff: The university having best and efficient employee's to provide education in different field.
Their capability to perform the work more effectively and students get the best education.
Skills: The staff and manager have favourable skills and knowledge to contribute towards the
work. The employee's are trained by manager to develop their knowledge and skill so they can
provide better quality of education.
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On the other hand King's college London university has make the best use of digital
marketing techniques in order to attract maximum targeted audience. King's college is highly
focused on their website and created a attractive website to attract the customers. But the
employees are not well leaded and the performance has been effected by the same. Their
coordination is also not well in their work, they are not performing their activities as a group
activity. The staff skills are not utilized fully in this university,
RACE framework
This framework help university to design its digital marketing strategy. It includes four steps to
engage its students so the organizational goal can be achieved. The RACE framework consist of
four steps :
REACH: This includes develops awareness regarding the university and its education on other
websites, social media and content marketing and many other ways to reach the audience. The
digital way to reach the customer is a rapid manner to attract the audience to become university
students.
ACT: The act is cover all the action related to interact. The interaction is done with different
techniques mostly the email marketing is done by university to reach its audience. The university
is sending regular email to the target people in the society so that they are attracted and
university can easily recruit the student easily (Volpe And et. al., 2019).
CONVERT: It includes the conversion of target audience into the student of university. This can
be done online as well as offline method. The university allow its audience to come and take the
admission in the campus for the particular course. The university involve of getting your
audience to take critical future step to turn into paying audience. University is trying to welcome
the student from their target audience.
ENGAGE: The process includes process to engage the student for a longer time. They make
efforts to engage their student to become loyal and promote their educations bring new student as
well. The engagement is also done by social presence, email marketing and websites.
On the contradictory side the King's college London university is using website to reach
to its targeted audience so that profitability and market share of university can be enhanced. The
website content all the necessary information for its audience through which they are being
attracted towards the company. The university is acting as they post serial post and other things
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to be activity on website so that audience get regular updates of the type of education they are
providing and fees updates. University also post of their infrastructure by which audience get
attracted. The next step is of conversion in this the King's college London is trying to make
efforts to convert their targeted audience into paying customers and then try to engage them for
further profitability and grow of university.
SWOT analysis
The university digital marketing strategy is developed keeping in mind the intrinsic factors of
economy (Gürel and Tat, 2017). The SWOT analysis stand of Strength, weakness, opportunities
and threats. With the help of this analysis the digital marketing strategy is build more effectively.
Strength
 The university is having a quality of staff to provide education to their students.
 Making use of digital marketing strategy in effective way.
 Well developed infrastructure.
 The university marketing staff are well-trained to cover the large area of market.
Weakness
 Lower than expected student enrolment of students.
 Resources are not fully utilized.
 Less engagement of student for longer time (Daniela, 2017).
Opportunities
 Targeted audience are more interested towards the education and its value.
 Expanding the university by partnerships and other engage opportunities.
Threats
 The competition has increased offline as well as online.
 The paying power of audience is less.
 Higher qualification is not that much valued in society.
On next side King's college London university is also internally strong as the strength
covers good infrastructure and quality of workplace, the coordination between the superior and
subordinates is favourable, the digital marketing strategy and platform is well maintained. The
weaker points of London university as they are able to attract their targeted audience and
ultimately their enrolment numbers are being less. The university is regularly attracting the
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audience but the success rate is not that favourable according to the contribution. The university
have opportunities to increase the enrolment as their target having the interest in their services.
The major threat is of competition in the market for King's college London university.
PESTLE analysis
The university is providing quality of education to its employees, the government also supports
university in its work. The macro environment has directly influence the university operations so
with the help of Pestle analysis the university can be aware of the future and current situations
(Düerkop and Huth, 2017).
Political factor: this factors of external environment play a vital role in operation of university.
As the change in this directly impact on the profitability and enrolments of student in the
university. As university is providing education to student so that they can develop their personal
skill as well as knowledge. The government is supporting this universities by their laws and rules
, basically university have to follow fewer policies and government is help them to promote their
services with digital marketing technology.
Economical factor: the university is majorly impacted by economical factor as if the economy is
facing inflation than the audience can not able to prefer the education which the university is
offering to them. As the fees of university is comparatively high and those audiences which have
high disposable income can make admission of their children in university. The Brexit is
currently main economy issue in the UK. The government has their separate rule from EU
government. The university earlier following roles made by EU government but after Britain exit
from EU the university now follow the policies made by government of UK.
Social Factor: There are many students that are interested to study abroad or UK in order to get
education and learn various things that are fruitful in future career. Time has changed,
importance of higher education is increasing due to various career opportunities in future
circumstances. Student by getting education from higher university can get job in well-known
organization thus fulfilled their respective dream (Balath and et.al., 2020). So, it can be stated
that University by providing several courses is able to meet students expectancy and motivate
them to be part of it for higher education.
Technological Factor: With globalization, there is huge development and growth in
technologies thus it meant that companies are making use of digital technology in order to attract
maximum number of customers. Thereby, university by making use of different digital
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technology like internet, computer and other physical devices is able to generate maximum
number of individual. So, it can be stated that technology contribute in making aware several
individual about facilities, infrastructure and services provided by university.
Environmental Factor: There are limited resources in environment so people as well as
government has become more and more concerned about protect of natural resources so that
maximum benefits can be given to end individual. Likewise, University by taking various steps
related to protect of natural resources, environment is able to create strong brand image in minds
and hearts of customer's.
Legal factor: There are various legal laws which impact university such as employment, health
and safety and others so University by considering all these laws is able to promote its operation
across worldwide (Krajnović, Sikirić, and Bosna 2018). Moreover, it can be stated that
University by abiding to all legal laws made by government is able to expand and sustain its
business operation for longer time frame.
Suitability, feasibility and Acceptability
Suitability: It is the element which helps in understanding whether the strategy decided by
manager of University is fruitful or not. Such as University has decided to make use of different
digital platform in order to attract or provide necessary information to students so that it can
enjoy maximum profitability.
Acceptability: It is another elements which included the way particular strategy return can be
measure or associated risk can be identified so that maximum benefits can be enjoyed by firm.
Likewise, it can be illustrated that digital marketing strategy selected by university has less
amount of associated risk as it involves less finance to be invested.
Feasibility: Moreover, it can be understood that the strategy set by University is feasible as it
can be changed or altered as per situation or circumstances. Therefore, it can be stated that all
digital marketing strategy set by university has helped company in gaining and retaining
competitive advantages for more time frame (Kumar and Singh, 2020).
Competitors analysis
Threats of new entrants: This industry is profitable for established players and the number of
buyers are increasing, there are very few barriers to entry into the market space and with the
effective encouragement by government, there is a scope for new players to enter this industry
(Saura and et.al., 2020). But the new players also have a huge amount of revenue as compare to
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the existing university because the existing player have the source to attract the best teachers for
their university while on the other hand new entrants requires various sources to attract their
business from initial. The existing player are strengthening their position by opening new
branches.
Threat of substitution: The education industry grows and along with that the substitution
industries also continue to grow along with the industry but sometimes the individual industry
remain uneffected by these substitutes because ultimately the teachers run the business
effectively and those universities have the best resources can run their business efficiently.
Competitive Rivalry: This is highly popular industry in which established players have a huge
experimental advantages. In this industry experience ultimately running the whole business. But
there is always a fight of supremacy among the individuals of running their business in this
sector. as each and every university wants to attract the best talent which can prevent new
entrants into the market space.
Bargaining power of supplier: In case of education sector, where colleges and universities also
has to face competition from other educational institutions, colleges and universities. Here we
are considering university where the supplier can be a teacher or infrastructure. When there are
changes in teaching patterns in other universities, then it must require higher payment of salaries
to teachers and infrastructural expenses (Mandal, 2019).
Bargaining power of buyers: In case of universities, buyers can be either students or their
parents. With the advancement of education, more and more universities are establishing now
and then. This creates high competition in education industry which demands lower fees and
higher scholarships from universities.
Recommendation
University can focus over developing products and service where it can launch more
courses that can attract the students. On the basis of the modern era requirements university can
hire professionals that can cater to modern age courses. It is further recommended that
University can also free-lance the active of guidance where it do not require to hire professionals
on a salary basis rather it just required to pay the fees of professionals over an hourly basis.
Further university can launch orientation program where it can groom the overall potential
capabilities of students (Chen and et.al., 2019). Under this program University can hire more
professionals who can provide experts advice to improve the skills and overall work efficiencies
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of students. It is further recommended that hiring professionals to convey the quality knowledge
in students is the best way to serve the best level of qualities and capabilities in the overall
growth and development of students.
University can also promote its campaigns where students can come and participate in the
overall career growth. It is important that students shall participate in the overall campaign run
by the University. These campaigns are only successful if the students of the University take
participation in the courses it run. As the main emphasis of the University must not be over
conveying the knowledge but also the main aim is to enhance the overall capabilities and
knowledge of students by grooming the overall personality of such students. The modern era is
not just about guiding students towards the best level of academic knowledge rather it is about to
convey the bets level of outcomes out of the courses run by the university. If the college will
work on the overall work abilities and capabilities of students than only it can allow students to
gain the best level of jobs and effective position at all the top level companies in the world (Irfan
and et.al., 2019). University must also promote the courses and overall achievements in all the
key promotion platforms. This is equally important to promote the college at a global level.
University can only succeed in the market if the top level companies visits to the colleges of
University for placements. It is recommended that different promotional mediums like social
media, digital platforms and other such top platforms can be utilized to achieve the best level of
brand value in the respective market.
University must also reassess the pricing practice of the organization. It is important that
students from all economic background get access to knowledge of all the top universities in the
world. This would allow the University to attract students from every stream. This would allow
the organization to even attract to poor economic background students who are not well efficient
in context to the economic aspect. This will further cherish the overall image and value of the
University at a global level. This will further allow the University to improve the brand value in
market.
CONCLUSION
It can be concluded from above report that digital marketing strategy used by University
helped in reaching maximum number of individuals in limited time frame and cost. It has make
best use of several digital platform in order to attract students so that company can enjoy more
profitability and market share. It is also learnt from above study, that different model or
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frameworks such as RACE, PESTLE and SWOT helps in understanding effectiveness of digital
marketing techniques on growth and expansion of firm. At last, it can be interpreted that
University by focusing on suggested digital marketing mix strategy can add more student and
gained competitive advantages.
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REFERENCES
Books and Journals
Balath and et.al., 2020. Digital marketing through social networking sites (SNS): A field of
digital empowerment. International Journal of Scientific & Technology
Research, 9(02).pp.734-736.
Chen, C. and et.al., 2019. Comparing the energy transitions in Germany and China: Synergies
and recommendations. Energy reports. 5. pp.1249-1260.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: an empirical study in the Indian passenger car
market. Journal of Global Marketing. 31(2). pp.73-95.
Daniela, V., 2017. The SWOT analysis of pre-university education. Ovidius University Annals,
Series Economic Sciences. 17(1).
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International Social
Research. 10(51).
Irfan, M. and et.al., 2019. Solar energy development in Pakistan: Barriers and policy
recommendations. Sustainability. 11(4). p.1206.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Krajnović, A., Sikirić, D. and Bosna 2018. Digital marketing and behavioral
economics. CroDiM: International Journal of Marketing Science, 1(1). pp.33-46.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Mandal, P. C., 2019. Public policy issues in direct and digital marketing–Concerns and
initiatives: Public policy in direct and digital marketing. International Journal of Public
Administration in the Digital Age (IJPADA), 6(4). pp.54-71.
Perveen, S. and Habib, S.S., 2017. Identifying constraints for hospital infection control
management via mckinsey 7s framework in Pakistan. Pakistan Journal of Public
Health. 7(4). pp.213-222.
Saura and et.al., 2020. Digital marketing for sustainable growth: Business models and online
campaigns using sustainable strategies.
Vieira, V.A. And et. al., 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science. 47(6). pp.1085-1108.
Volpe, V.V. And et. al., 2019. Bringing psychological science to bear on racial health disparities:
The promise of centering Black health through a critical race framework. Translational
Issues in Psychological Science. 5(4). p.302.
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