Digital Marketing Plan for Desklib

This report develops a digital marketing plan for Desklib to build multichannel capabilities and improve performance. It discusses the opportunities and challenges of digital hardware landscapes, building multi-channel capabilities, and techniques to evaluate the digital marketing plan. The report also covers the evolution of omni-channel marketing and actions to improve performance in digital marketing.

Running head: DIGITAL MARKETING
Digital Marketing Plan
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
P5. Digital Marketing Plan and Strategy to build Multichannel Capabilities ( LO3 )...............2
Opportunities and Challenges of digital hardware landscapes (LO3).........................................4
Some of the challengers encountered by digital hardware landscapes are as follows:................4
Building Multi channel Capabilities (LO3).................................................................................4
P6. Evolution of Omni-channel marketing in organization (LO3)..............................................6
P7. Techniques to determine and evaluate the digital marketing plan and Performance Metrics
in Digital Marketing (LO4).........................................................................................................6
Define the business goals and objectives.....................................................................................7
Define the target Segment...........................................................................................................7
Establish the Key Performance Indicators (KPI).........................................................................7
Select and Use a good Analytic Platform....................................................................................8
P8. Actions to improve performance in Digital marketing (LO4)...............................................9
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................12

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Introduction
The concept of Digital Marketing comprises of the all the efforts of marketing which
make use of the electronic devices or the internet(Juhasz2016).The businesses takes maximum
advantage of the digital channels that includes the search engine ,social media ,email and also the
websites that is used for communicating and connecting with the potential customers(Ryan
2016).A medium sized company located in the commercial estate of Canary Wharf,London, is
encountering several issues in their business that includes the decline in their sales and problems
pertaining to tracking of customer orders. The report develops a digital marketing plan that
determines ways to organize digital marketing activities and formulates strategies that intend to
build multichannel capabilities within the organization.
This approaches would help to mitigate the current problems faced by the medium sized
company Canary Wharf Ltd, London. The paper explains how omnichannel activities has
evolved within the organization .The report determines and evaluates the
measurementtechniques and the performance metrics in the digital marketing plan for the
organization .The report also provides with a set of actions in order to improve the performance
in digital marketing for the organization .A well-developed digital marketing plan with its
effective implementation and also properly build multichannelcapabilities, would ensure that the
issues and problems faced by the company Canary Wharf Ltd, London is resolved and their
business performance is enhanced.

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Discussion
P5. Digital Marketing Plan and Strategy to build Multichannel Capabilities ( LO3 )
A digital marketing strategy involves a sequence of actions that are necessary to achieve the
goals of the organization by using online or digital marketing(Tiago and Veríssimo 2014).
Insimple words, it is the pan to achieve the goals like ion this scenario, the company Canary
Wharf Ltd,needs to improve their sales and resolve the problems of tracking customer orders, by
making use of the online or digital marketing. For developing a comprehensive and robust digital
marketing plan, the following key factors are to be kept in mind:
 Building the buyer personas- It is very important to develop buyer personasfor both
online and offline marketing(Baltes2015).The buyer personas would give a clear picture
about the ideal customers for the company at Canary Wharf, by researching, surveying
and also interviewing the target audience of the business. It is to be ensured that the
information needs to be based on the real data.The data should comprise of the
quantitative information and also the qualitative information(Chaffey, D., 2016).
 Identify the goals and the digital marketing tools – The marketing tools should be
tethered to the fundamental goals of the business(Bång and Hell 2015).In this scenario
the goals of the company Canary Wharf Ltd, should be to compensate the decline in sales
in recent times and enhance the sales of the company .It is also important to identify the
digital marketing tools.
 Evaluation of the existing digital marketing channels and assets - It is necessary to
evaluate the digital marketing channels and then assets that include the ownedmedia, paid
media and the earned media(Royle and Laing 2014). The owned media are the digital
assets that are owned by the company Canary Wharf Ltd, which includes websites, social

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media profiles and others. The earnedmedia refers to the exposure or recognition that has
been earned through content distribution and other word-of mouth channels.The paid
media involves investing of money to earn more recognition and attention of the buyer
personas through Google Ad words, paid social media posts and others(Taiminen and
Karjaluoto2015).
Timeline
Channels Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Social Media
Email
Promotional
Event
Mobile App
Website
Resource and Budget
Resources Importance Estimated Expenditure
Human resources Human resources are required
in order to decrease pressure
on existing employees and for
good industrial relations
$710000
Financial Resources Financial resources are very
important in order to develop
and market new products and
$3500000

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also enter new market.
Stakeholder Engagement Engagement of stakeholder is
the key to good corporate
governance.
$4000000
Strengths of Canary Wharf Limited
The strengths of the company Canary Wharf Limited is that it is located in Canary Wharf,
which is a busy financial area in London, England and because of itslocation, the prospect of
business of the company, Canary Wharf limited is bright and secured .
Weakness of Canary Wharf Limited
The company Canary WharfLimited lacks the basic technological infrastructure for
tracking the customer orders and also lacks proper and efficient technological infrastructure
because of which the sales of the company is indirectly affected detrimentally .
Opportunities and Challenges of digital hardware landscapes (LO3)
Some of the opportunities of digital hardware landscapes are as follows:
 Digital Disruption–It is necessary for companies to disrupt themselves from producing
their already existing products and introduce newer version of products(Holliman and
Rowley 2014).
 The Internet of Things (IoT) – NowadaysIoTis widely used in order to improve the
customer experiences. TheIoT is connecting people and devices increasingly and leading
to high possibility of consumer engagement(Key and Czaplewski2017).

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 Increase in Online Shopping –Presently the trends among people is to check their items
online before visiting the stores. By the use of IoT and beacons, retailers can build
consumerengagement.
Some of the challengers encountered by digital hardware landscapes are as follows:
 Meeting customer expectation in digital age–Considering the latest advancement in
technology it is difficult to keep pace and satisfy the needs and expectation of the
customers(Grishikashvili, Dibb and Meadows 2014).
 ManagingOmni-channel realities – It is becoming difficult for the companies to
manage all the channels of the digital business platform(Kumar 2018).
Building Multi channel Capabilities (LO3)
It is very important to build multichannel capabilities for the organization Canary Wharf
Ltd, considering the continuous changing habits of the customers(Killian and McManus 2015).In
order to build strong multichannel capabilities, some of the key factors that are to be kept in
mind are as follows:
 Defining the strategy– In order to build a better multichannel capabilities it is necessary
for the company understand properly what is actually needed(Wang et al. 2014) .The
strategy should be conceive keeping in mind the needs of the customers.
 Invest in online–The strategy developed by the company not only should address the
needs of the organization but also invest in online capabilities that provides the
opportunity for consumers to access information about product services and also track
their products which have been ordered(Leeflang et al. 2014).The online capabilities
should be made in such a way that it catches key data of the customer.

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 Better integration with IT and CRM -The IT infrastructure of the company at Canary
Wharf Ltd,needs to be integrated with theCRM strategyin order to handle the increasing
amount of consumer load and data. The improved IT structure would ensure that the
customer are provide with seamless customer experiences.The IT infrastructure and the
CRM capabilities should work in tandem in order to provide a great cross-channel
integration.
Digital Marketing Campaign Planning (LO3)
There are several steps, which needs to be followed by the company Canary Wharf Ltd,in
order to plan the digital marketing campaign:
 Properly define the business brief– It is necessary to define the business brief by the
company which includes analysis of the market, research of the competitors in the market
and defining goals and objectives of the company
 Define the Budget – It is necessary to identify the needed assets and also allocate the
resources wisely.
 Define Buyer Personas – It is essential to develop a buyer persona and understandthe
challenges and goals. It is also necessary to select appropriate tools or channels.
 Proper implementation- It is very crucial to implement the digital marketing campaign
by developing time plan, asset creation and distribution plan.
P6. Evolution of Omni-channel marketing in organization (LO3)
Omni channel retailing is the successful incorporation of several sales channels in order
to provide customer a smooth seamless experience between the worlds of online and offline.

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Omnichannel marketing is the fastest and rapidly growing concept for the retailer and
consumers. It is evident that the consumers, who use more channels, spend more than the
customers who use less number of channels. The concept of omnichannel was introduced in the
year 2010 and it has evolved over the time (Shankar et al. 2016). The omnichannel marketing is
beyond the multichannel retailing. Earlier omnichannel marketing was not very popular in initial
years, however from 2013 it has become very popular among the marketers and consumers. It
has become a necessity for the brands and retailers.
The Omni channel marketing also plays a key role in the competitive market. It is also
expected that the omnichannel marketing will also persist and stay relevant in the future for the
company Canary Wharf Ltd (Järvinen and Taiminen 2016). The Omnichannel marketing will be
implemented in the company Canary Wharf Ltd. by first segmenting the audience, aligning the
content with specific buyer journeys, prioritizing the channels and devices, investing in the
customer support and measuring their efforts after integrating the findings. Hence, it can be said
that the omni-channel marketing will enable the company to enjoy broader aspects of marketing
and create a stronger customer base (Donnelly et al. 2015). It will be much more useful than the
offline modes of marketing used by the company earlier. The offline modes of marketing
previously used by the company were conferences and trade shows, warm callings to the
investors, consultations, promotional campaigns and many others. Now, the company is using
the online modes such as Facebook, Instagram, network marketing, content marketing and the
like.

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P7. Techniques to determine and evaluate the digital marketing plan and
Performance Metrics in Digital Marketing (LO4)
The measurement and the evaluation of the digital marketing plan is the core of digital
marketing. The measurement system development is not about constructing a dashboard and
sending the reports each week. The entire organization will be benefitted by the selection of the
correct strategy. The company Canary Wharf Ltd, must address certain points while determining
and evaluating the digital marketing strategy which will enhance the employee performance and
increase the company sales .Thetechniques are as follows –
Define the business goals and objectives
First of all, the company Canary Wharf Ltd,must consider the definition of success
within the organization. The corresponding inputs also needs to be discovered. The company
members must be familiar with the primary objectives such raising brand awareness, increase
revenues, increase the retention rates or to acquire new accounts. The first goal must be building
strong relationships with the customers. The improvement in digital self – service especially for
the customers should be developed. The engagement with the senior leadership in order to ensure
all the critical business objectives must be focused at by the company.
Define the target Segment
The target customers can be known by proper market segmentation. The needs of each
segment must be considered and the products or services must be designed according to that. It
is not unlikely that the company face complications while defining and addressing each of the
customer profiles individually. The best way to avoid such problems is by working on some
broader segments.

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Establish the Key Performance Indicators (KPI)
The KPI or the key performance must be established in the organization for gauging the
digital marketing performance. Such metrics will help to monitor and recognize the
organizational performance against the goals and targets. First of all, the organizations have to
search the engine rankings. The good ranking of the organization can cause customer trafficking
in the websites. It is the best way to generate good sales. After the digital marketing campaigns,
the rank and position of the organization must be checked. The traffic is the source of sales and
leads. Therefore, the different type of traffics must be evaluated differently. These include the
overall site traffic, new returning traffic, mobile traffic and many others. It is the foundation of
the website information or the landing page.
The new and returning traffic on the other hand are ways to track information which will
enhance the business with respect to the specific goals. The mobile traffic is the largest traffic. It
has been forecasted that by 2020, there will be 7.7 billion international mobile users. It has
already reached the tripping point. The mobile users in number overtake the desktop users.
Therefore, it should be taken into consideration. The traffic sources also must be taken into
consideration. Evaluating the average stay per visit of the customers can give insight into
whether the content is working and making proper customer engagement or not. The Return on
investment or the ROI is an important KPI, the company at the Canary Wharf must track because
it reveals the survival of the business when all other business effort do not contribute to the
realization of the ROI .
Select and Use a good Analytic Platform
The measurement and monitoring of the metrics manually is tedious. In order to deal
with the problem, good program applications, whether free or paid must be used that facilitates

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the measurement. Some useful application are Website analytics, SEO analytics and social
media(Atwong2015). The Google analytics, Hub spot, Adobe marketing Cloud come under the
Website analytics. Moz and Raven Tools come under the SEO analytics and Hoot suite, Falcon
social, Adobe social come under the social media analytics(Leeflang et al. 2014).
P8. Actions to improve performance in Digital marketing (LO4)
Most of the organizations do not have a well -defined digital marketing strategy and the
companies which have conceived the digital marketing strategy failed to implement it in their
marketing activity(Shankaret al.2016).The list of actions that would be fruitful to improve the
performance of the digital marketing of the companyCanary Wharf Ltd,are as follows:
• Identify the needs of the organization and Set the objectives -It is crucial for the
company in Canary Wharf to define the mission or objective of the business including the digital
marketing mission. It is also essential from the part of the company to align with the Key
Performance Indicators or KPIs by identifying the figures that are to be achieved, in this scenario
they need to increase the sales(Felix, Rauschnabel and Hinsch2017). They also need to identify
the measures that are required to measure each of the KPIs using several tools(Pham and
Gammoh2015).The metrics that concerns the organization are also to be considered before
planning the KPIs.
• Analyze the past flaws – The company at Canary Wharf must analyze the past success
or failures of the digital marketing strategy which would help the company to set the best KPIs
for the business(Pham and Gammoh2015). For that analysis, it is important to determine the time
period. The companies also have to analyze the marketing strategy of the competitors in the
market to gain a competitive edge.

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• Identifying the means – In order to identify the means, which would improve the
performance of digital marketing, three things arte to be kept in mind. These include the budget,
digital channels and the people within the organization(Chaffey 2015). It is essential to have a
fair idea of the present stock of the company before deciding on the next period. Several aspects
have to be considered like defining the overall digital marketing budget, allocation of special
portion of the budget for each digital channels(Järvinen and Taiminen2016). Then people
working for the organization also needs to considered which would give a clear idea what they
are capable of achieving and also identify whether it is required to hire more people to achieve
the goals of the company. The digital marketing channels needs to be reviewed and decide which
digital marketing channels should be persisted with and whether any new channels should be
invested on. It is also necessary to clearly communicate what each digital channel is trying to
achieve.
Conclusion
Therefore, from the above discussion it can be said that digital marketing helps an
organization to deal with many problems such as sales down, difficulty with tracking customer
data and many others. The company at the canary wharf must design a digital marketing plan in
order to deal with various organizational problems. The concept of Digital Marketing comprises
of the all the efforts of marketing which make use of the electronic devices or the internet. The
businesses takes maximum advantage of the digital channels that includes the search engine,
socialmedia, email and also the websites that is used for communicating and connecting with the
potential customers.. The paper explained how omnichannel activities has evolved within the
organization.The report determined and evaluated the measurement techniques and the

13DIGITAL MARKETING
performance metrics in the digital marketing plan for the organization .The report also provided
with a set of actions in order to improve the performance in digital marketing for the
organization . A well -developed digital marketing plan with its effective implementation and
also properly build multichannel capabilities, can ensure that the issues and problems faced by
the company in Canary Wharf, London is resolved and their business performance is enhanced.

14DIGITAL MARKETING
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