Digital Marketing - IKEA | Assignment

DIGITAL MARKETING
Introduction
Digital marketing, often known as online marketing, is the promotion of brands through the
internet and other means of digital communication in order to engage with potential clients.
Part A will consist of different opportunities and challenges IKEA faces in digital marketing,
the different tools and techniques for digital marketing, the effectiveness of integrated
marketing approach at IKEA, and an evaluation of digital marketing [ CITATION ada21 \l
2057 ].
Examining and Analysing the opportunities and challenges digital marketing presents for
effective marketing and the digital landscape at IKEA.
OPPORTUNITES:
1. Increased visibility
Digital marketing has provided a base for effective marketing at IKEA through different
means. For instance, through the use of Search Engine Marketing(SEM), IKEA is able to pay
a search engine, for advertisement, that appear on the result pages, thus helps increase
visibility through appearing in the top results of Google and other search engines. Increased
visibility has promoted effective marketing in IKEA through enhanced engagement with
potential consumers, increase brand awareness and increasing online presence. In the digital
landscape, the increased visibility has helped IKEA create brand loyalty, increase consumer
share drive revenue and boost sales [ CITATION mac21 \l 2057 ].
2. Enhanced global reach
Digital marketing has supported IKEA through effectively reaching their target audience,
locally and globally, as opposed to traditional marketing. Through using Social media
marketing IKEA utilise platforms such as Facebook, Twitter, Instagram, and Pinterest, with
estimated total followers of 12 million across all platforms. IKEA utilises the platforms to
effectively market, through publishing content related to its products, connect with their
global audience at the same time which is also cost effective, generate leads and drive
website traffic. In the digital landscape, the opportunity gives exposure to foreign investment
opportunities for the business, thus increasing capital reserves for IKEA.

3. Effective targeting
Digital marketing has enabled businesses such as IKEA to effectively target audience in a
cost effective way through utilizing content and email marketing. Using content marketing,
IKEA creates publishes and distributes personalized content for their target audience. For
example, content for new born, and children furniture such as baby cribs and basinets for the
specific new parents, which helps them effectively market by saving financial resources, and
Avoiding Unnecessary Ad spent on an audience that is not interested. In the digital landscape,
effective targeting enables businesses to ensure greater consumer satisfaction is attained,
build deeper consumer loyalty and retention, as well as attracting and converting high quality
leads, in a cost effective way[ CITATION pra22 \l 2057 ].
CHALLENGES:
1. Cyber Attacks
Cyber security is a major challenge that digital marketers face, because most brands such as
IKEA need to protect its Brand title and customers from cyber-attacks. Cyber-attacks inhibit
effective marketing, through hacking their website and preventing people from accessing it,
which leads to loss of lead generation and traffic, and its customers could be affected, and
even damage its reputation for example, through Spear shipping attackers pretend to be your
business, and trick consumers to open malicious links, through which their personal
information is revealed, and can be misused. In the digital landscape, Cyber-attacks lead to
loss of consumer loyalty, and retention, as well as decline in revenue, plus hiring IT
professionals is also costly [ CITATION pra22 \l 2057 ].
2. Rapid changes
The online environment is evolving quickly. Investment in marketing strategies becomes
obsolete more quickly due to constant change, as a result, firms like IKEA find it very costly
to keep up with the changing environment, which even affects their marketing such that to
boost visibility online presence and consumer reach continuous adjustment with changes in
tools and platforms is required, as well as keeping up-to-date regarding the application, and
search engines, which audience are using is important to keep alive. In the digital landscape,

rapid changes prove to be costly for businesses and constant research and development is also
needed, that demands for workforce and tools[ CITATION Nee22 \l 2057 ].
3. Dependability on Technology
Digital marketing relies heavily on technology and the internet and is prone to errors. This
inhibits effective marketing for IKEA for instance when There are times when the links to
their webpage may not work, landing pages may not load, and page buttons don’t do its job.
This leads the prospective customers to switch to other brands, and competitors, as well as
decline in revenue, and lead generation and conversion. In the digital landscape,
dependability on technology, is time consuming for the business as a test of the website is
necessary, also proofreading the contents and making sure that the campaigns will work on
its targeted niche, as well as hiring IT specialists who check the websites, is an added cost to
the firms.
Applying digital tools and techniques for integrated marketing at IKEA, and discussing their
effectiveness in terms of reach impact and cost.
Integrated marketing Is a way to use several different marketing channels to ensure that your
company is successful at reaching your target market. It is how you create relationships with
your customers, and it is a powerful tool to increase brand awareness and customer interest.
[ CITATION all22 \l 2057 ] .
Digital tools and techniques:
1. SEO
Search engine optimization, is a set of techniques aimed at enhancing the look and
positioning of web pages in natural search results. An integrated SEO strategy brings together
all elements of the online marketing ecosystem to attract the highest number of visitors to
web page content. Integrated Marketing Expedites SEO and help secure the business by
generating traffic. SEO is an effective tool for integrated marketing because it not only
reaches audiences in every stage of the buying funnel but also connects with every type of
target audience. Furthermore, one of the key impacts of SEO for IKEA is that that it increases
traffic for their site by optimizing the site to rank better in search. In terms of Cost, SEO is an
effective tool because unlike SEM where you pay the search engines to display the website
SEO doesn’t require to be paid thus is cost effective [ CITATION den22 \l 2057 ].