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Case Study on Digital Marketing Assignment

   

Added on  2021-02-19

23 Pages7913 Words179 Views
Digital Marketing

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1TASK 2............................................................................................................................................5TASK 3............................................................................................................................................9TASK 4..........................................................................................................................................16CONCLUSION..............................................................................................................................17REFERENCES..............................................................................................................................19

INTRODUCTIONDigital marketing is a wide term which refers to extensive selection of variety ofpromotional techniques and tactics to reach customers with the use of digital technologies. It isalso known as internet marketing since internet plays a major role in this type of marketing(Chaffey and Ellis-Chadwick, 2019). The motive of digital marketing is to engage customers tohave interaction with the brand through digital media. The company chosen in this report isARGOS Ltd. which is British catalogue retailer having its head office at Buckinghamshire,England. It was founded by Richard Tompkins and has physical outlets as well as online retailpresence. Furthermore, it has established its business overseas through franchising strategy. It isa subsidiary of Sainsbury. The report covers digital environmental analysis for assessing theimpact, comparison between digital presence with physical outlets, digital marketing plan, keymethods for evaluation, monitoring and measuring the digital marketing effectiveness. TASK 1Overview of digital marketing landscape as well as compare with online and offline marketingconceptsARGOS Ltd. Is carrying its business by selling goods in physical shops as well as online.It is a profit making company and is interested in knowing about digital marketing and its relatedaspects. In the words of Philip Kotler “marketing is an administrative and social processthrough which individuals and groups obtain what they need and desire by the generation,offering and exchange of valuable products with their equals. This is the normal definition ofmarketing which is crucial to the success of an organization. It is a job of the management of thecompany and comprises of number of activities planning, segmenting, deciding objectives,promotion, advertising and many other tasks connected with marketing (Tiago and Veríssimo,2014). The traditional marketing has evolved with the time which has given rise to the concept ofdigital marketing. Digital marketing is a form of direct marketing which creates nexus betweencustomers and sellers electronically with the use technologies such as websites, online forums,emails etc. Digital landscape has improved in last few years, which involves social mediamarketing, influencer marketing, pay-p[er-click advertising, search engine optimization, contentmarketing etc. It is a whole new way to reach huge number of customers in the target market.

Benefits of digital marketingThe merits of digital marketing are as follows: Low cost- Digital marketing needs low cost to reach high number of customers. Whereas,traditional marketing is expensive. ARGOS is large company which need to cut down itscosts from different activities, therefore, it can do so by opting digital marketing. Global reach- Marketing through digital technologies helps a business to connect andinteract with people across the globe. ARGOS can increase its customer base by pursuingpeople from different nations (Chaffey and Smith, 2013). Measurable outcomes- The online data tools has made it easy for business to makeestimation regarding marketing. This can benefit ARGOS to make effective plans. Also,it can compare its data with the available information of its rivals to understand themistakes made by it in traditional marketing. Brand development- A business can have website or other digital platforms to raisecompany's brand value or image. ARGOS can have blog about its products and theirquality. In this way, the brand value of the company can be increased. High ROI- The return on small investment is high because it helps in engaging peoplewith the use of social media platforms, emails, etc. ARGOS can opt for social mediaadvertising to raise the awareness about its products. Difference between online and offline marketingA distinction is provided below: BasisOnline marketingOffline marketingMeaningIt is the practice of marketing which isdone with use of tools and methods viainternet (De Haan, Wiesel and Pauwels,2016). It refers to such marketing practiceswhich does not involve onlinemarketing (Silva and Goncalves,2016). CostLow cost and low investmentHigh cost and high investmentExposureIt has wide exposure which helpsreaching out people globally (Kannan,2017). There is a definite limit which isrestricted to a particular region ornation (Wiener, Hoßbach andSaunders, 2018).

ConvenienceThere is no limit to time in this, it canbe accessed anywhere anytime. The convenience is till the time outletis opened. PersonalisationIt is possible in online marketing toallow its main customers to experiencepersonalisation (Joo, Wilbur and Zhu,2016). Organizations usually do not focus ofpersonalisation in offline marketing(Taleizadeh, Sane-Zerang and Choi,2016). Social mediainfluenceOnline marketing can help entities topromote its business through onlinemodes and channels. By this, it canmake its followers huge through socialmedia (Järvinen and et. al., 2012).There is no impact of social mediabecause all the activities are doneoffline and physically by followingtraditional methods.Online/offlinemarketingmediaWebsite/blog, social media, emailmarketing, content marketing, videoblogging, online classifieds etc. Television, radio, flyers, brochure,news papers, pamphlets, posters etc(Dao and Thorpe, 2015). Environmental analysis is a strategic tool with a detail process to assess external andinternal factors affecting the organization. Purpose of this analysis is to identify opportunitiesand threats for making effective decisions. It covers all areas of a business to bring informationfor developing the best course of action. By this, plans are prepared to achieve the goals andobjectives with existing strategies by making modifications in them. With regard to ARGOS,environmental analysis with its digital presence has been conducted which is as follows: Opportunities of digital marketingThe success of digital marketing depends upon using tools and techniques to get benefitsof digital marketing. Hence, the opportunities are as follows: Direct advertising- The advertisement of the product is done directly without engagingany intermediaries or agency. ARGOS can depict its products on variety of digital channels witheffective online strategy and promotional tools. This can help it survive in cut throat competitionby gaining competitive advantages (Stephen, 2016). Easy brand promotion- Advancement in technologies has benefited businesses topromote their brand to many customers. ARGOS' can use different mode of digital marketing to

get information about the company and its brand. The amount of investment is less as comparedto traditional marketing approaches. Easy consumer reach- Digital marketing can prove to be a medium of communicatingand interacting with target as well as prospective customers. There are variety of channels andplatforms like Facebook, Twitter, etc. ARGOS can used digital marketing to reach increasednumber of potential customers. Inexpensive channel- It is a cost-effective way through which products or brand can beadvertised to large number of consumers living in different parts of the world. The cost is low ascompared to traditional marketing channels. ARGOS can invest in digital marketing for makingits business grow. ARGOS can evaluate the cost of online marketing with traditional marketingto find out the cost in order to opt for online marketing (Järvinen and Karjaluoto, 2015). Accountability of marketing activity- A company can have access to its digital marketingactivities and their outcomes in order to evaluate them. ARGOS can gather the online marketingcontent to for conducting audit so that desired outcomes can be attained. In offline marketingpeople often neglect the responsibility for their mistakes. ARGOS can ascertain its defaults bygoing through its past data which is stored on cloud or available on the internet. Consumer Trends: With the help of analysis, it has been identified that in the presentenvironment consumers depends upon the online platform. ARGOS examined that in the currentenvironmental situation, it has been discussed that ample number of customer buy productsthrough online platform. Challenges of digital marketingOrganizations have to go through number of challenges or issues while opting for digitalmarketing. These are as follows: High competition of brands: The search for a particular brand is easy on the internet butsearch engines shows rivals companies or brands while searching for a particular brand. ARGOScan lose some its customers by this as they will look for more cheaper alternatives. Limited internet access- It is correct that the number of internet users have increased inthe past years, but there are areas in considerable number which do not have the facility ofinternet or have limited access to internet. In the context of ARGOS, the plan to reach customers

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