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Digital Marketing Techniques

   

Added on  2020-07-23

11 Pages3635 Words442 Views
Digital Marketing

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

INTRODUCTION:The word digital marketing means marketing or promoting through internet. It means thatcompany advertise its products and services on various social networking sites. It uses differentdigital channels such as websites, email, mobile applications, etc. It is a paid form in whichcompanies pay to marketing their services (Chaffey,., 2015). It is an emerging concept in today'sworld. It has entirely transformed the way of doing business. By using different tools companiesare 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 moretime on internet.For this assignment the enterprise select is VERY limited. It is an E- commerce businessthat 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.ukNEXT limited - www.next.co.ukSainsbury's limited- www.sainsburys.co.ukVERY limited is retail e commerce business whose main objective is to provide the latestfashion wear to all people. Its model is based on shopping online via website. Its main objectiveis to expand its business in entire UK. On the other hand NEXT, is a MNC company whose main objective is to expand its businessglobally. 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 ondifferent sites . This has helped VERY to acquire new customers. Moreover, they have created amethod to convert the customers. For this they have used PPC model. VERY provides exitingoffers and discounts to new customers. They are been retained by using emails. It has helpedthem to increase customer satisfaction. When a visitor buys a product from VERY, they getdiscount. Also, mail is sent to him regarding nay offers or events (Gordon, and Perrey, , 2015)This is done to retain customers.1

LESSON 2The process through which the existing data and statistics are analysed is known asanalytical processing. It is done by measuring, collecting, etc. the data in online business. Themain fundamental behind this is to find out how much popular the website is (Lobato, 2016). Ithelps 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 ofa webpage in website. It shows that how many visitors have visited the webpage and in whatorder. 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, offlineadvertising., etc. It helps in finding out how much company has been engaged in dealing withcustomers. 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 thepopularity 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 howmany people are coming to website (Chaffey, and Ellis-Chadwick, ., 2016) It shows the timefrom first to last request. Visitors- They are those people who have just visited site for various purpose. It helps in findingout how many people are visiting the website. A growth in visitors will show sign ofimprovement 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 beboth positive or negative. It starts with page loading and ends with exiting the webpage. . Itmeasures the average time spent on each webpage2

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