Digital Marketing and E-commerce Management

This assignment provides a comprehensive study summary of digital marketing and e-commerce management. It covers various topics such as social media marketing, digital work, self-branding, and social capital in the freelance knowledge economy. The research also explores the effectiveness of gamification and mobile marketing, business-to-business digital content marketing, and the importance of delivering targeted paid advertising using Gmail native ads. Additionally, it discusses reimagining branding for the new B2B digital marketplace and provides a framework for integrating strategy and tactics with values in digital marketing.

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION:..........................................................................................................................1
LESSON 1 .............................................................................................................................1
LESSON 2..............................................................................................................................2
LESSON 3 .............................................................................................................................3
LESSON 4 .............................................................................................................................4
LESSON 5 .............................................................................................................................5
LESSON 6 .............................................................................................................................6
LESSON 7..............................................................................................................................7
CONCLUSION: ..............................................................................................................................7
REFERENCES:...............................................................................................................................8

INTRODUCTION:
The word digital marketing means marketing or promoting through internet. It means that
company advertise its products and services on various social networking sites. It uses different
digital channels such as websites, email, mobile applications, etc. It is a paid form in which
companies pay to marketing their services (Chaffey,., 2015). It is an emerging concept in today's
world. It has entirely transformed the way of doing business. By using different tools companies
are able to achieve their goals. Digital marketing is done through different tactics such as SEO,
PPC, etc. It is been used for both B2B and B2C process. This had allowed people to spend more
time on internet.
For this assignment the enterprise select is VERY limited. It is an E- commerce business
that operates in UK. It belongs to retail sector and requires effective digital marketing strategies.
LESSON 1
The three websites taken are:-
VERY limited- www.very.co.uk
NEXT limited - www.next.co.uk
Sainsbury's limited- www.sainsburys.co.uk
VERY limited is retail e commerce business whose main objective is to provide the latest
fashion wear to all people. Its model is based on shopping online via website. Its main objective
is to expand its business in entire UK.
On the other hand NEXT, is a MNC company whose main objective is to expand its business
globally. Its model is based only on website to provide products (Gandini,2016).
VERY uses its website to attract customers. Also, it is having social media presence on
different sites . This has helped VERY to acquire new customers. Moreover, they have created a
method to convert the customers. For this they have used PPC model. VERY provides exiting
offers and discounts to new customers. They are been retained by using emails. It has helped
them to increase customer satisfaction. When a visitor buys a product from VERY, they get
discount. Also, mail is sent to him regarding nay offers or events (Gordon, and Perrey, , 2015)
This is done to retain customers.
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LESSON 2
The process through which the existing data and statistics are analysed is known as
analytical processing. It is done by measuring, collecting, etc. the data in online business. The
main fundamental behind this is to find out how much popular the website is (Lobato, 2016). It
helps in measuring the data that is been marketed. It measures product sales, online forms, etc.
the types of data that can analysed are:
Click stream data- It is an analytical process of collecting, processing, etc. of aggregate data of
a webpage in website. It shows that how many visitors have visited the webpage and in what
order. The path a visitor takes for visiting a webpage is known as clickstream.
Voice of customer- In this the data is provided by individuals or visitors through inputs.
Generally, it is used to solve customer problems or issues.(Manz, Ross, . and Grande,., 2014).
Thus, this leads to improving the customer satisfaction and loyalty.
Customer data- It refers to personal data of customers such as age, gender, address, name ,etc.
Enterprise data- The information which is related to company. It includes direct mail, offline
advertising., etc. It helps in finding out how much company has been engaged in dealing with
customers. Also, it helps in finding out customer segment.
Metrics are used to analyse the data of customers by various methods. It helps in finding out the
popularity of site. Also, it shows that how a customer has used the website and how many times.
Visit- They are the people who just visit the site for various purpose. It helps in finding out how
many people are coming to website (Chaffey, and Ellis-Chadwick, ., 2016) It shows the time
from first to last request.
Visitors- They are those people who have just visited site for various purpose. It helps in finding
out how many people are visiting the website. A growth in visitors will show sign of
improvement in popularity of website. It increases the traffic on website.
Time on page- It represents the amount of time spent by visitor on each web page. This can be
both positive or negative. It starts with page loading and ends with exiting the webpage. . It
measures the average time spent on each webpage
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Time on site- It is very similar to time of page. It represents the amount of time spent by visitor
on entire website. (Leeflang, and et..al., 2014 ). It starts with entering the website and ends with
exiting. It can also be negative and positive. It measures the average time spent on website.
Bounce rate- It shows the percentage of people who left the webpage from same page with
which they entered (Armstrong, and et..al., 2015). It means that they have not visited or
interacted with any other page of website. A rise in bounce rate will show interest of people in
website. Generally it is used for home or landing page.
Exit rate- It describes the number of visitors who left or exited from the website. This is not an
effective tool of measuring the success of website as it lacks efficiency.
Conversion rate – This shows the percentage of total goal completions divided by overall visits
of website. This is useful in finding out visitors who are attracted or visited the website.
Engagement- It measures the degree at which visitors are involved with website. It improves the
quality of data by providing data efficiency. It is very difficult to calculate the engagement rate
as it does not clearly define the purpose of visitor (.Kelly, and et..al., 2015).
These are the metrics with which the outcomes of digital marketing can be measured.
LESSON 3
Digital marketing main aim is to attract new customers so that it helps in increasing sales
and profits. It focuses on people who are highly active on social media platforms. This helps in
acquiring new customers (Ryan,, 2016). Usually it means gaining more market share of business.
VERY limited acquire new customers by using pay per click (PPC). It is a paid form of
advertising in which VERY pay for per click to another company. It is VERY helpful in
attracting customers. Search engine advertising is VERY popular in this as it allows bidding in
advertising. It means a link or keywords are created on website, if any visitor clicks on this to
takes him to VERY's website. It targets specific customers and VERY has to pay only on clicks.
Apart from this VERY can use various methods that will help them to attract more
customers. By using this enterprise can create awareness in the market. Also, it will be easy for
VERY to acquire new visitors (Kannan,, 2017) .Various methods are as follows:-
Organic search-It is also known as search engine optimisation in which website is given higher
rank. It is done by using algorithms or writing high quality content. It is an unpaid form of
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advertising. This is completely based on complex SEO algos. The advantage of this is the results
are based on relevance of website , it is free and is useful in targeting specific target audience.
Display advertising- It is a form of advertising in which a commercial message is displayed via
logo, images, texts, etc. It targets customers having specific traits. In this ads are developed by
business and it is delivered through third party (Spiller, . and Tuten, 2015.). Its advantage is it
build awareness where content is lacking.
Affiliate marketing- In this company pays commission to third party to generate traffic on their
website. Fr this purpose an affiliate is hired that works on commission basis. It works when a
visitor clicks link of company through affiliator link.
LESSON 4
Business must improve its online base to remain competitive in the market. Therefore,
VERY must focus on increasing it online base to attract more customers. It will help in
generating traffic and leading customer to use their website. For this several methods are:-
Testing- It is a method through which comparison is done between two websites. This is done to
identify the attractiveness of website. It provides feedback on how site can be improved. It uses
A/B testing.
Targeting- It identifies the way in which different segments respond to website. It shows that
how different content of site is been read and observed by customer (Tuten,. and Solomon,,
2017) Thus, it helps in identifying the weak area and improving it. It is done by geo targeting
that is based on geographical location of customers. For example- providing different discounts
to new versus loyal customer.
Recommendations- In this categories are made to provide visitors a easy way or approach to get
their desired product. It is done to provide information to customers at right place in right time.
For example- clothing can be divided into men and women.
Site search- This method provides a specific search option for visitor to find out the appropriate
thing. It provides filters through which customer can easily reach its targeted product. This is a
VERY successful tool to convert the customer (Hair Jr, and Lukas, 2014).
VERY limited can use time on site and page to improve the online conversion. With this
they will be able to determine the average time spent by visitor on site. Therefore, they can target
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those visitors and provide the information that they need. Moreover, it will allow customer to get
specific content inn less time and increasing traffic on site.
LESSON 5
It is essential for business to retain the customers for long term success. Retaining
customers helps business to expand and grow in the market. It ensures sustainability of business
for long run (Yadav, and Pavlou, 2014.) Also, these customers creates brand image of business
and helps in promoting it. Companies uses different methods to retain their customers. In similar
way E- commerce companies also uses method to retain customers. Moreover, in online business
customers gives their reviews that help others to read and then purchase goods. Methods used
are:
E-mail- In this personal emails are send to customers. This makes them feel connected to the
brand. It focuses on customer needs and fulfil them. Also, with this suggestions can be given to
them on various things.
Surveys
User generated content- It is used to give reviews or ratings to products that are already been
purchase by others. This helps in showing what is the best product available. With this customers
are retained.
VERY limited is using the Email method to retain their customers (Gandini, 2016) It is
because as it belongs to retail sector, the reviews or ratings of different product in this type is
very useful. It helps VERY to get close to their most loyal customers and retain them. Personal
emails send to them shows offers, new product arrival ,etc. This helps VERY to create strong
database of various customers and a wider outreach. Emails send are regarding thank you,
transactional, etc. This makes them feel connected to VERY. It is working in simple way.
VERY is able to retain customers via emails. Also, customers have responded in positive manner
to the company.
But improvements can be done by VERY to retain more customers. For this they must
adopt the method of user generated reviews (Lobato,., 2016). It is due to fact that in retail e
commerce business is based on reviews of customers who have already purchased the product.
This will help them to increase customer base in the market.
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LESSON 6
Social media marketing is a method in which the company promotes its products through
various networking suites. Their main goal is to provide effective content to customers so that
they can share it with others. It helps in increasing the reach of company products and promoting
it. Also, it is a very cheap form of marketing where it is reached to large number of customers at
same time (Gordon, and Perrey,., 2015). It uses SMO search media optimisation. It is a strategy
for drawing new visitors to website. It can be done in two ways:- adding social media links to
content or promoting activities through blogs, tweets, statuses, etc. It helps in getting direct
feedback from customers.
VERY is effectively using the social media platform to expand its product range. It has
almost 10 million likes on Facebook page and 5 million like on Instagram page. This is helping
VERY to increase their range of business operations.
Along with this VERY can have their presence in more social sites like twitter, creating
blog, etc. this will allow them to market product in more easy manner and at low cost. Moreover,
with this they can also solve customers problems. Furthermore, it is useful in creating brand
awareness and attracting more customers (Manz, , Ross, . and Grande, , 2014.) VERY can get
engage with various types of customers and fulfil their needs. By using SMM the enterprise can
promote its offers or new arrivals.
The performance of SMM entirely depends upon how VERY strategies. It can be
measured bys using techniques like:
Clicks:- These are the number of clicks a person make on the website link on social media. More
the number of clicks more will be presence of VERY on social media.
Likes- It describes the number of likes on companies page . Individuals usually like those things
that are attractive or popular (Bosomworth, , 2015). More the number of likes, it means VERY is
having strong presence
Shares- It shows how many times the post, link, or page of VERY is been shared by persons.
Things shared by individuals show that they gave personal suggestion to relatives, friends, etc. It
helps in increasing range of VERY limited.
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LESSON 7
Mobile marketing is a term which means marketing the product to audience on their
smartphones. It is done to support VERY to acquire , retain and convert the potential customers.
With this customers easily get attracted and converted (Yadav, . and Pavlou ., 2014). Also, it is
useful in providing effective data and information so that VERY van work upon it to find out the
potential customers. VERY can use tools such as:-
Mobile application- The enterprise can develop its own business application for mobile users. It
will be very useful in attracting smart phone users. This will enable VERY to expand its
customer base. Also, they can acquire and convert potential customers.
Text messaging- It is a simple tool in which text is sent to desired customers to connect with
VERY. This is used to acquire new customers and convert them (Hofacker, and et..al. 2016).
It is suggested because mobile application will allow customers to deal with VERY only.
Also, they do not have to spend money on maintaining the consistency of their website. This will
save their cost. Moreover, it will increase customer base in quick time.
CONCLUSION:
From this report it is concluded that the process through which the existing data and
statistics are analysed is known as analytical processing. It is done by measuring, collecting, etc.
the data in online business. Digital marketing main aim is to attract new customers so that it
helps in increasing sales and profits. Business must improve its online base to remain
competitive in the market. It is essential for business to retain customers for long term success.
Retaining customers helps business to expand and grow in the market. It ensures sustainability of
business for long run. SMM is a method in which the company promotes its products through
various networking suites.
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REFERENCES:
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Chaffey, D., 2016. Global social media research summary 2016. Smart Insights: Social Media
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Gandini, A., 2016. Digital work: Self-branding and social capital in the freelance knowledge
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Gordon, J. and Perrey, J., 2015. The dawn of marketing’s new golden age. McKinsey
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Kaufman, I. and Horton, C., 2014. Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. Routledge.
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Online:
VERY Limited, 2018 . [Online] Available through: <http://www.very.co.uk/.>
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