Digital Marketing Tactics and Action Control

Digital Marketing

Contents
INTRODUCTION...........................................................................................................................3
TACTICS.........................................................................................................................................3
Implementation strategy:........................................................................................................3
Digital marketing mix:...........................................................................................................3
ACTION CONTROL.......................................................................................................................5
Action plan and governance:..................................................................................................5
Analytical assessment of objectives:......................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is associated with the use of internet, social media, mobiles and various other
channels for communicating with the customers so that they can be made aware about the
offerings of the company (Chaffey, 2019). With the growing level of competition and changing
taste and preference of the customers the organisation is focussing upon digital marketing
because with this they can ensure efficient reach to the customers. In this report the organisation
that is taken into consideration is ODEL which is a public retail company offering retail
garments trade. This report includes the tactics that will be adopted by them along with the
action control for accomplishing their marketing objectives.
TACTICS
Implementation strategy:
For efficiently implementing the strategy it is important for ODEL to determine their target
market, all the channel partners, to develop the content strategy, optimisation of the website of
the company, development of various customer management systems etc. Further the
benchmarking must be done by the company with the help of which they can determine the
standard of the performance and can establish targets that they have to achieve from the
marketing plan. Such benchmarking will facilitate them in improving the overall productivity
and profitability of the organisation (Kingsnorth, 2019). All the planned strategies will be put
into action by providing significant communication and trainings to the employees so that they
do not resist the change. Also manpower must be encouraged in such a manner that they serve
the customers better with the help of customer service agents so appointed by the company. To
develop better coordination with them meeting must be organised in which they will be provided
information regarding various strategies that they have adopted for accomplishing the objectives.
Digital marketing mix:
Digital marketing mix is a set of tool with the help of which the company can formulate
various strategies with which they can ensure the achievement of the marketing objectives by
efficiently targeting the customers. It includes four elements such as product, price, place and
promotion along with process, people and physical evidence (Chaffey and Smith, 2017). The
digital marketing mix for increasing the sales of the products offered by the company online is
given below: