Digital Marketing Plan Assignment Sample

Digital Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Overview of digital marketing landscape and compare online and offline marketing
concept
Digital marketing : ......................................................................................................................1
P 2 Key consumer trends and insights which are fuelling the growth of digital marketing........3
TASK 2............................................................................................................................................4
P 3 Key digital tools and hardware which are available to marketers in comparison to bricks
and mortar as well as other physical channels. ...........................................................................4
P 4 Development of e-commerce and digital marketing platforms and channels in contrasts to
physical channels. .....................................................................................................................6
TASK 3 ...........................................................................................................................................7
P 5 Develop digital marketing plan and strategy to build multi-channel capacities....................7
P 6 Ways of developing omni-channels marketing...................................................................11
TASK 4 .........................................................................................................................................12
P 7 Measurement techniques and performance metrics in digital marketing............................12
P 8 Set of actions to improve performance in digital marketing...............................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Digital marketing is the merchandising of goods and services utilizing digital
technologies, mainly on the internet but also involving mobile phones, display advertising and
any other digital platforms. The development of digital marketing since 1990s and 2000s has
modified the mode products and companies utilize technology for marketing. Digital platforms
are highly integrated into marketing plans and day to day life (Chaffey and Ellis-Chadwick,
2019). In order to that, digital marketing in United Kingdom has been at the major boundary
since 1996 when their group aided make IAB trade association. Also, British media shifts to
smartphone and social media, marketers require the correct consumer insights and channel
selection to get the most from the digital marketing budgets. Study is based on the Argos Ltd. It
is British catalogue retail operating in the UK and Ireland. Also, it is subsidiary of Sainsbury's.
Report will present the overview of digital marketing landscape and compare online and offline
marketing concept. It will determine key consumer trends and insights which are fuelling the
growth of digital marketing. It will assess the digital techniques and hardware which are
available to marketers in comparison to bricks and mortar as well as other physical channels.
TASK 1
P 1 Overview of digital marketing landscape and compare online and offline marketing concept
Digital marketing :
Digital marketing is the modern marketing platform because all the marketing activities in digital
marketing take place with the use of technology. In this marketing of a product or a service is
done using digital technology, mostly on internet but it also includes other digital mediums such
as display advertising, mobile phones and many more. Digital marketing came to limelight since
late 90s, digital marketing change the concept of marketing by using technology for marketing.
As in the era of technology digital marketing is wide-spreading and are more effective than
normal marketing. There are various method of digital marketings such as search engine
optimization, content making, search engine marketing, social media marketing, e-commerce
marketing, direct email marketing and may more. It has also extant to non internet marketing
such as MMS and SMS. Digital marketing is the most efficient and most common method use
for marketing of product or service (Kingsnorth, 2019). The latest trend of digital marketing also
supports the online marketing. Difference between online and offline marketing
BASIS ONLINE MARKETING OFFLINE MARKETING
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Cost Online marketing is less
expensive than offline
marketing. The major expense
of Argos Ltd, is on search
engine optimization and social
media marketing. It also
includes marketing through
SMS and Digital Screens
(Kingsnorth, 2019). As per the
latest trends internet
availability is very feasible and
easily available making
internet marketing more
effective and influential.
Offline marketing is more
expensive than online
marketing. In offline
marketing firm need to salaries
to employees, rent, other bills,
spend money on maintaining
the stock. It also includes
newspaper and radio
advertisements(Chaffey and
Ellis-Chadwick, 2019)..
Exposure Online marketing doesn't
barriers and any limits it can
easily reach to global
customers and can give
maximum exposure to Argos
Ltd. It is not necessary for the
company to set local stores
(Kotler, Kartajaya and
Setiawan, 2016).
Offline marketing have
limitation. It can online reach
to particular area or to few
people. It can never give
maximum exposure to the
company (Banerjee, 2016.).
Convenience Online marketing doesn't have
any time limits. It is open 24\7.
Customers can purchase the
company's product any time
they want and from anywhere.
Through online marketing the
In case of offline marketing
Argos Ltd can sale their
products if they are having
their outlet open in the
particular area(Quigley, 2015).
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products can also be delivered
at home giving rise to new
trends and era of shopping.
Mobile phone availability and
higher security features in the
phones are also encouraging
online marketing and shopping
trends for the organisation.
Personalization The purchase history of
consumers are tracked, it helps
the company to give specific
offers to the consumer. It also
helps the company to increase
their sales of the business and
it also helps the company to
target particular category of
consumer of specific offers
(Hanssens and Pauwels, 2016).
In Argos Ltd, all this kind of
methods are very difficult to
apply because of their huge
number of customers and it is
very difficult to track
information of every purchase
of every customer(Dukes and
Geylani, 2016).
Social media influence Social media can easily
promote online stores of Argos
Ltd, company can big a huge
number of followers for the
online store of the company
through social media, it can
also attract customers from
different countries. It increases
the sales of the company and
the traffic(Tsolakis, 2015).
Offline stores can also get
follower from social media but
it has it limitation. The
company can only target a
particular religion, foreign
customer wont purchase
products from local stores
(Andaç, Akbiyuk and Karkar,
2016).
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P 2 Key consumer trends and insights which are fuelling the growth of digital marketing
CONSUMER TRENDS :
 Voice Search : The popularity of voice search is undoubtedly rising. According to
Conscore 50% of quires will be based on voice search.
 Live Videos : In recent 3 year this segment of internet videos are fast growing because of
social networking websites like instagram, Facebook and many more. Live steaming of
products are more effective because it takes only few minutes and it is totally free. It
allows the marketer to make a quick impact in the market.
 Micro Moments : Almost everyone in using internet in their smartphones, whenever a
person search for product or stores nearby. The marketers of the company use these
micro moments to advertise their product which is related to the search of the person
(Dukes and Geylani, 2016).
 Smart chat : Chatbots plays a key role in enhancing the experience level of the
customers, it also allows the company to directly interact with the consumers without
putting more affords. In this the company offers the customer a real time assistant which
support the customers and tries to solve their problems regarding the product or services.
 Engagement-Based Email Marketing : This is a modern marketing trend in this the
marketers of the company send emails to those consumers who is regularly active on their
email whereas if the consumer haven't open his/her email in a long time the company will
automatically stop emailing them (Trappey, Trappey and Mulaomerovic, 2016).
 Artificial Intelligence and machine learning : Artificial Intelligence helps the company
to predate the future probable pattern of their consumers, which are based on collected
data, with this data companies can easily identify how they can better communicate with
their consumers using various channels like emails, digital advertisements and many
more.
Trends helping in growth of digital marketing:
The meaning of consumer trends is what people are buying and how much they are willing to
spend on a particular product. Consumer trends plays an important role in growth of digital
marketing of Argos Ltd as the people are using internet for every possible work such as sales
and purchase of production and services, with the help of digital marketing the company is aware
about the consumer behaviour and their will to spend on a particular product. The trends of
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internet and e-commerce minimize the physical and manual work of customer and the company.
This helps the company to target particular customers for specific offer. This trends increase the
customers' satisfaction level of the consumers also help them to learn more characteristic of the
products. This also helps the company to decide the channel for reaching the consumers. All
these factors helps thee Argos Ltd to increase their growth in the competitive market. (Tsolakis,
2015).
TASK 2
P 3 Key digital tools and hardware which are available to marketers in comparison to bricks and
mortar as well as other physical channels.
Seeing the verge at which the online marketing is growing Bricks and Mortar retailer
cannot avoid digital marketing. In competitive marketplace which is ever-changing and coming
with innovations Argos have to compete with the big organizations. Argos cannot solely depend
on the word of mouth for increasing their sales and grasping new customers. Retailers have to
provide customers with omni-channel experience of shopping for attracting and retaining
customers (Erragcha, 2018). There are some tools through which retailers can drive the business
to their shops.
Tool 1 - Email Marketing
Email marketing has become a new marketing tool through which retailers are attracting
the customers. There are various customization tools through which they can customize their
emails and look professional. This will help the organization in creating the branding impression.
Constant marketing helps the organization in making marketing campaigns through emails.
Announcing free gifts via emails will help the Argos in attracting new customers. Offering
complementary products attract the customers towards the store. Informing about the nearby
events to the customers via mails. Encouraging the customers to bring friends and relatives by
giving discounting offers, special offers or complementary offers (De Pelsmacker, Van Tilburg
and Holthof, 2018). Email had become big marketing platform helping out businesses to grow
throughout the world.
Tool 2 – Buy online Pick up in Stores
It is a new strategy emerged by some marketers which is helping the retailers to grow. It
is a new concept in which customers make purchases on the online stores of the Argos and then
arrive at store physically for picking up their purchases. According to surveys 50% consumers
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are using BOPIS with an increase of 43% in 2 years. Argos used BOPIS as key for bringing new
customers to the shop to make additional purchases. Argos can make the experience of customer
more convenient by integrating offline and online staff channels. Using multichannel integrated
platform will give insight to both website inventory and physical store which will help in
managing so that the goods are available in the stores when needed. Over communicate with the
BOPIS customers by sending immediate confirmations to the customers of their orders along
with address of the store, detailed description about the store and other offer on the store
(Quigley, 2015).
Tool 2 – Social Media Management platforms
Argos for its survival and growth along with in-store and website presence also have to
emerge over social media platforms. Argos have to spend time on platforms such as Instagram,
Facebook, Twitter etc., for promoting the sales and the stores as it is the fastest medium to
connect through the customers and make them aware of the trending offers that the store is
offering. Social media is rising very fast, and it is proving out to be an effective means for
increasing the sales and the business of many retailers (Chaffey and Ellis-Chadwick, 2019).
Social media marketing can be done by using various tools such as Buffer which helps small
businesses in scheduling their posts on multiple social networking platforms.. Other like tools are
Hootsuite are Sprout Social.
Tool 3 - Mobile Promotions
As per Statists an average human is spending four hours on the phone. Argos should also
with the email marketing should also use mobile in optimizing the marketing efforts. Mobile
marketing is very common term which can be used by the Argos to develop a new customer base
along with retaining old ones. It can get the numbers of the customers when they arrive at the
store for purchasing (Hanssens and Pauwels, 2016). Use SMS and kick for sending gift codes
and coupons which would be available or could be redeemed only by arriving at the stores.
Advertising on the mobile phones using SMS and kick and informing them about the new
products in the stores (Kingsnorth, 2019). Argos can encourage more sales when they arrive at
the stores for redeeming their coupon codes.
Tool 4 – Local Inventory Ads
According to the study customers avoid going to the stores if they are unable to see the
stock level online therefore it is important for the Argos to fulfil the need of the customers by
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making the details of the inventory level online. Argos have to ensure that its store are in easy
approach and easy to find, and can also get the information like working hours, email, phone
numbers etc. Argos can use Google Local Inventory Ads for making the information about the
inventory levels in the nearby stores available online (Thomas and Housden, 2017).
P 4 Development of e-commerce and digital marketing platforms and channels in contrasts to
physical channels.
Digital marketing is a modern marketing technique used for marketing of products and
services on digital platforms, mainly it is done on internet. In this decade the technology has
been evolved rapidly and dramatically. Nowadays almost every one is using internet, with the
development of internet the platform e-commerce and digital marketing has developed. Every
big company is expanding their business online and doing marketing of their product digitally,
from products to service (Banerjee, 2016.). A consumer can purchase anything on internet and
anytime from anywhere. Digital marketing and e-commerce came to spotlight in early 2000s.
Business started selling their products online. These help them to reach to more customers and it
is cheaper than owning a physical store. After almost a decade it becomes a trend for company to
sell their products online because it was more cost effective and the customer have huge options
to purchase moreover the customers also prefer online shopping over tradition method of
shopping because it was less time consuming, huge variety of option for customers and many
more benefits for the customers. When the concept of digital marketing and e-commerce started
growing in the market it affected the growth of physically distribution channel and Bricks and
Mortar at the time of late 90s people were more favourable toward the physically distribution
(Jimenez, Valdes and Salinas, 2019). Moreover, e-commerce business and the concept of digital
marketing was not adopted by business. Business still believed in physically distribution channel
(Subramanian and Chennai, 2017). As the people were getting aware about the digital marketing
and e-commerce and there benefits, some adopted this to expand their business. This concept
was not that successful until internet was accessible form mobile phones. Once the internet was
accessible for mobile phone the concept of e-commerce and digital marketing started developing.
Digital marketing and e-commerce has many advantages that were very difficult for physical
channels to avail.
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TASK 3
P 5 Develop digital marketing plan and strategy to build multi-channel capacities
Digital Marketing Plan:
Digital marketing plan is statement sharing the details for all planning relating to digital
marketing campaigns or activities. It involves different things in details such as short, medium
and long terms goals, utilization of channels, action and development plans, strategies,
investment and budget, timing as well as roadmap. Also, company like Argos Ltd. need to feel
comfortable in online domain online of firm, target and present the channels and identify their
competitors and its operations (Chaffey and Smith, 2017). This can aid to increase consumer
awareness and attraction towards the goods and services of firm on online platforms. With this,
build consumer relationship and engagement in the selected retail brand.
Situational Analysis: The first things is to carry out internal and external analysis (SWOT
analysis) of the company (Digital Marketing Plan, 2019). SWOT stands for strengths, weakness,
opportunities and threats for the firm and market at large.
Strengths
 Company is the largest products
retailers in the UK over 800 shops.
 They are offered online facilities for
shopping.
 Firm has reached out of 130 million
consumers and 18 million household of
United Kingdom.
 Large level of employees working with
more than 51000 in the Argos Ltd.
Weakness
 Company has faced some arguments
that can be weakness for them. Also,
prices in Ireland which have slimly
influenced on brand name.
 There are very tough competitive
market segments which refers to
limited market share of the Argos Ltd.
 There is lower presence internationally
as compared to other retain chains
(Ryan, 2016).
Opportunities
 Through online selling, around 255
sales are coming the firm. Thus, it can
belong further into this segment.
 Argos Ltd. will also reach out the
Threats
 Competitors of Argos Ltd. Want the
international expansion which can
increase competition at the global level.
 There are large level of price war with
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markets while entering into the growing
economies (Saura, Palos-Sánchez and
Cerdá Suárez, 2017).
 There is lower inflation rate that brings
more stability in the marketplace allows
credit at low interest rate to consumers
of the company.
other retail chains brands which can
highly threat for the Argos Ltd.
 Also, modification of policies and
regulations by government in the retail
industry which can impact on operation
of Argos Ltd.
Therefore, Argos Ltd. Needs to apply benchmarking method which purpose to determine the best
digital activities and success stories as well as implementing them to firm. It is highly
outstanding section of the overall corporate strategy (Patti and et.al., 2017). This can aid to
increase consumer awareness and attraction towards the goods and services of firm on online
platforms. With this, build consumer relationship and engagement in the selected retail brand.
Digital Marketing Goals: Once company have place in marketplace and their powerful points
in mind, work on setting up some objective to have clear thoughts of where actions of firm can
be taken. Also, company can work on processing this portion of digital marketing plan with
SMART objectives model in mind.
 Specific: Argos Ltd. Will increase their online presence through following different
sources of digital marketing such as Twitter, Facebook, LinkedIn and so on.
 Measurable: Company will make sure that increase the number of consumers as
compare to current consumers on the online websites.
 Attainable: Company will also focus on the digital marketing while accomplishing the
objectives of business (Atwong, 2015).
 Relevant: Also, company can make sure that sources and strategies are relevant for
objectives which can attainable.
 Time-bound: In this, Argos Ltd. Will make sure that this kind of objective will be
accomplished in the 3 months.
 This can aid to increase consumer awareness and attraction towards the goods and
services of firm on online platforms. With this, build consumer relationship and
engagement in the selected retail brand (Kingsnorth, 2019).
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Marketing Strategy: After define objectives of business, company should follow
personalization which is becoming highly essential in digital marketing. Thus, when it comes to
describe strategy for carrying out plan, keep these elements in mind.
 Segmenting target audience: Company like Argos Ltd. Know about needs, taste and
preference of various consumer group and place to meet the expectation etc. It is the time
to make buyer personas by the firm. In this context, company selected the different
segments of consumer group which includes demographics, geographic and behavioural
(Järvinen and Karjaluoto, 2015). Thus, company will target the 18-25 age group, young
generation, high medium level income those are utilization of social media platforms and
other digital technology.
 Positioning: Organization create position while they will offer and sell the goods and
services on online. It is important that firm is very clear about the value proposition to
accomplish the appropriate position. Therefore, company like Argos Ltd. Needs to
communicate their value proposition and selected the channels where their audience is
present. Channels involves social media, blogs, email marketing and so on.
 Content Strategy: It is essential for making, distributing and handling actual content
which attracts consumers and positions the brand as denotative in top of mind of
consumer (De Pelsmacker, Van Tilburg and Holthof, 2018). Also, they have to map out
particular communication plan for each and every channel. Some techniques that firm
utilize to execute this strategy such as keyword research, content calendar and social
posting.
 This can aid to increase consumer awareness and attraction towards the goods and
services of firm on online platforms. With this, build consumer relationship and
engagement in the selected retail brand.
Digital Marketing Strategy and Tactics: Company will begin to carry out various strategies
email marketing, social media , customer relationship management, search engine optimization,
paid media advertising and so on. These are based on objectives of organization. The highly
utilization of digital technologies by the consumers which can help for fuelling the growth of
digital marketing (Spiller and Tuten, 2015). There are various tools and consumer trends as well
as insights which can help to growth of digital marketing of Argos Ltd. Tools are such as
followed:
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 Social Media: It is one of the most popular tool and trends of consumers which can
utilize in daily life. Various platforms involve like Facebook, Instagram etc. Also, people
use the social media for every activity like shopping, grocery products, travel booking
etc. Therefore, Argos Ltd. can be focused on the social media as digital marketing tools
for promoting the goods and services as per consumer trends and insight.
 Email Marketing: It is act of sending commercial information typically to team utilizing
email. Every email sent to possible or current consumer can be involved email marketing.
It is the one of most cost effective mode when firm want to communicate something
about the brands or it sell to consumers (Kannan, 2017).
 Customer Relationship Management: This kind of strategy allows to target digital
marketing services. Digital CRM is the utilization of internet communication channels
and devices to increase consumer relationship management and experience management
initiatives.
 This can aid to increase consumer awareness and attraction towards the goods and
services of firm on online platforms. With this, build consumer relationship and
engagement in the selected retail brand.
Measuring result and KPIs: It is next stage in which company needs to analysis the outcome
after designed and applying the digital marketing strategy. Analytics has turned into important
pillar for successfully optimizing performance and spending of digital marketing. In this,
company like Argos Ltd. measure every activity utilizing key performance indicators to find out
if they earned return on investment they expected (Yoon and et.al., 2018). The effectiveness
measuring the strategies and actions they applied in digital marketing can aid correct work which
is not accomplished. Also, firm like Argos Ltd. Make sure that they have effective real time data
visualization system. The digital world develops fast, so that they require to be on lookout at all
times to determine chances and improvement in the present.
Therefore, Argos Ltd. make sure that make appropriate digital marketing plan and also
considered all the elements of plan in terms of accomplishing the objectives and goals. This can
aid to increase consumer awareness and attraction towards the goods and services of firm on
online platforms (Chaffey and Ellis-Chadwick, 2019). Also, company needs to focus on digital
marketing of products or brands in effective manner. With this, build consumer relationship and
engagement in the selected retail brand.
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P 6 Ways of developing omni-channels marketing
Omni-channels Marketing:
It makes seamless experience of consumers across all channels. Omni-channels marketing
strategy take digital communication like social media and e-commerce buying and incorporates
them with interpersonal communications. These in-person communications involve in stores for
business to consumer brands, sales and consumer success manager for business to business
brands (Atwong, 2015). This needs all divisions to work together in the organization. Marketing
channels are medium utilized to transfer information to firm. Online marketing strategy can be
applied through web content, email campaigns, video and virtual as well as e-commerce websites
etc. Offline marketing strategy can be applied over multiple of various media involving radio,
television, print media, peer-to-peer communication and so on.
One of marketing strategy has developed from an unfamiliar approach to trendy
buzzword to important elements for successful marketing in less than five years. Omni-channels
marketing is one of the fastest growing approaches for retailer and customers. It is about constant
shopping experience of customer across multiple networks (Kingsnorth, 2019). Retailer like
Argos Ltd. Incorporate every available channel to make broadloom buying experience for
consumers. The purpose of omni-channel is to promote evaluation and communication among
consumer and retail firm.
The approach of omni-channel was introduced to marketing world in 2010. The term was
devised to define purchasing experience which increases beyond multi-channel retailing. In
2013, increase of omni-channel to the raise of smartphones. Customers with smartphones are
showroom or utilizing their mobile phones to research competitive pricing while in stores and
buying cheaper option on laptop or tablet (Järvinen and Karjaluoto, 2015).
There are many ways to omni-channels marketing is good for brands as well as company
like Argos Ltd. Such as:
 Respond to consumer preferences: It is known the importance of omni-channels
marketing through offering smooth and incorporated shopping experience to the
consumers across mobile and email, they finally got purchase. Also, company needs to
retargeting the consumer for knowing about respond to consumer preferences.
 Boost to consumer experience: Good omni-channels experience feels familiar to the
consumer regardless of the channels (De Pelsmacker, Van Tilburg and Holthof, 2018).
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The capability to deliver seamless and agreeable experience across channels while
resolving in the various technologies which customers are utilized to communicate with
the business.
TASK 4
P 7 Measurement techniques and performance metrics in digital marketing
Digital metrics are important and utilized through marketing team to measure and path the
performance of their marketing plan. Digital marketing teams utilize number of techniques to
boost their goods and services as well as tracking the outcome can frequently be time-consuming
and complex (Spiller and Tuten, 2015). There are some leading metrics in three wider classes
like traffic, conversions and revenue which are implemented to judge digital marketing success
of Argos Ltd.
Traffic Metrics:
 Sources or Channels: It is helpful for segmenting traffic sources to spot which ones are
over and knowing in overall marketing campaigns of the firm. Company like Argos Ltd.
can break these down into four channels like direct visitor, organic or search, referrals
and social media. This can aid to improve and measure the performance of firm in digital
marketing.
 Mobile traffic: The increase of mobile dominance in content consumption, it is almost
neglectful not to track mobile visitor metrics of Argos Ltd., so that they can know mobile
consumer and raise conversion (18 Essential Metrics to Measure Your Digital Marketing,
2019). It involves percentage of traffic mobile, devices and browsers, consuming content
and so on. This can aid to improve and measure the performance of firm in digital
marketing.
Conversion Metrics:
 Total Conversions: One of mode is to describe conversion which is number of
unidentified site visitor who become digital records in customer relationship management
or marketing data base either by making purchasing and offering to mailing list. This can
aid to improve and measure the performance of firm in digital marketing.
 Conversion funnel rates: These metrics consider one of three most essential overall for
digital marketers. It describes as understanding the percentage of possible consumers
which creates it by each stage of provided conversion procedure and different channels or
13

attitudes predict that they can create it further (Kannan, 2017). It is in-depth
understanding of ways to funnel influences return on investment and resources of Argos
Ltd.
Revenue Metrics:
 Value per visit: This kind of metrics actually tied to number of interactions. Also, it is
complex value to quantify because visitor of firm add value every time they come to site
read their blog. Intangible value is make if consumer leaves review or shares goods on
social media. This can aid to improve and measure the performance of firm in digital
marketing.
 Cost per acquisition: This kind of metric different from cost per conversion because it is
all about revenue which charges in once individual becomes paying consumer. This
metrics tells accurate amount of money spending on marketing to get individual to open
their wallet (Yoon and et.al., 2018). This can aid to improve and measure the
performance of firm in digital marketing.
P 8 Set of actions to improve performance in digital marketing.
It is necessary to improve performance of company in digital marketing which can help
to increase consumer awareness attraction towards the goods and services and build consumer
relationship and engagement within the organization (Spiller and Tuten, 2015). They will be
capable to assess effectiveness of content and avoid confusion with the correct tools and little
know-how. In this context, company like Argos Ltd. set the different actions for improving
performance in digital marketing. Such as:
Assess technology: It is necessary to assess the technology by the firm like Argos Ltd. Also,
they need to know about allotted budget. If there are gaps in workflow, so that it will save time
and money (4 Easy Ways to Improve Your Digital Marketing, 2015). There are some points
which are related to determine the technologies stack that require to achieve the objectives. It
involves voicing prefer by personas, list of social media channels utilized by consumer. Here
various platforms involves such as customer relationship management, content management
platform, social media platform etc.
Optimize SEO: It is essential to optimize search engine within business to consumer circles. It is
just as essential to audit score of search engine optimization within business to business
environment. The specialist of SEO on team can assure content is optimized with directs
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keywords, Google-friendly HTML formatting and URL structure which connects with goods
keywords.
Track social media channels: It is also necessary to track social media for the firm like Argos
Ltd. Social media marketing have become more and more current in space of business to
business (Järvinen and Karjaluoto, 2015). Utilization of power of social media to wider overall
presence and reach buy the consumers which can be beneficial for firm. Thus, company have
incorporated most applicable social channels into strategy of marketing and making ensure that
tracking execution of the firm like Argos Ltd.
CONCLUSION
From the above report, it has been summarized that overview of digital marketing which
involves such as people utilize digital technologies rather than visiting physical stores. Digital
has systematically accounted for the biggest share of national marketing spend in any market and
innovative industry which has led year after year in outstanding easygoing and campaigns. It can
be concluded that different actions such as assess the technologies, track social media, optimize
SEO which can be followed by firm to improve the performance in digital marketing. It can be
discussed that utilization of different metrics like traffic metrics, conversion metrics and revenue
metrics which utilized measurement of digital marketing of the firm. It can be concluded that
comparing online and offline marketing concept in the firm. Furthermore, report has completed
that development of digital marketing platforms and channels on comparison to physical stores.
Moreover, study can be concluded that digital marketing tools which are available in
contrast to bricks and mortar such as email marketing, buy online pick up sales, mobile
promotions and so on. It can discussed that different consume trends such as voice search, live
video, smart chart, AI which can help to growth of digital marketing in the firm.
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