Digital Marketing Plan for Google Merchandise Store

This report provides a digital marketing plan for the Google merchandise store, including a SWOT analysis, situational analysis, marketing mix, and buyer persona activities.

Digital Marketing
plan for Google
Merchandise Store
Contents
INTRODUCTION...........................................................................................................................3
Literature Review.............................................................................................................................3
Micro Analysis.......................................................................................................................3
Macro Analysis.......................................................................................................................4
SMART objectives.................................................................................................................7
Buyer Persona activities.........................................................................................................7
Gantt chart............................................................................................................................10
Risk assessment....................................................................................................................11
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing plan is the document which share the all detail of the companies Digital
marketing campaign or their actions. Companies promote their Digital marketing plan through
the various digital platforms like social media, content writing, SEO etc.
This report will make the digital marketing plan of the Google merchandise store. They
will run their marketing campaign on the different channels to attract customers toward their
google Merchandise store. It will cover a Swot analysis to find out their strength and their
weakness which will show the internal capabilities of the company. This report will also cover
the external factors which has impact on the company’s operational activities and caret problems
for the company or benefits for the Google merchandise store. The External factors will include
the trends, competitors etc. It will also include literature review of all the information. This
report will make the digital marketing plan of the Google merchandise store where it will cover
the Aim of the company, objective they have to achieve, situational analysis, marketing mix
controlling and It will also explain the which channel Google merchandise store will use to run
the digital marketing campaign so company can target he audience which they want to attract
through their campaign. In the end of this report will analysis The buyer personal spring which is
essentially an abstraction of an idealized customers and the telling of their plan It is a research-
based profile that depicts a target customer. Buyer personas describe who your ideal customers
are, what their days are like, the challenges they face and how they make decisions. Google
merchandise store will offer all the items such as apparels in clothing, items relates to drink ware
etc.
Literature Review
Micro Analysis
Strength-
As per the view of (Chaffey, 2019) The digital marketing strategy used by Google
merchandise store is better than all of its competitors. It is because the ads would be rarely
presented for marketing and promoting the store. The brand off the company is well renowned
and trusted all over the world. They are considered as dominant in the retail market which is
placed online. Another strength of the company is the growth of mobiles as helped the company
to achieve success. In addition to the strength , the company have the vast level of markets
shares which being out to there more way of the creating the loyalist in the business for the

perfect manner. The firm have succeeds in there producing the powerful brans by gaining the
clear advantage over the competitors .
Weakness-
The social networking platforms offered by Google have limited success. Other than this
it depends on advertising to maintain its operations and achieve growth. The company have the
major level of issues in the term of the privacy policies which make the to take the additional
steps against the serious level of allegation. The data in this account turned out to be typical as
this have the inclusion of the various information’s such as the traffic source , data information’s
about where the website have been originated.
Opportunities-
They have the opportunity to restructure the organization in order to put more concern on
operations that are core. They can enhance their reach in the markets where the access of internet
is low as it will help them to gain more positive outlook.
The strong level of economy of the developed countries have the increased the way of their
consumer confidence and power for purchasing the product.
There industries’ and the technology have the progressively level of changing the new
innovations which have offered there increasing level of offering for the digital marketing
platformer in the perfect manner.
Threats-
The level of competition in this sector is high as there are already many established
brands such as Amazon, wish etc. other than this need to focus on the image of the brand. The
web search platform of the company is at severe risk because of the in-app searches. As the
increase in there technological changes have the requirements of the e business to make the
vigilant changing market trends in order to remains there creatively with relevance.
Macro Analysis
Political Factors-
According to (Mashruf, 2018) activities and policies made by government is affecting the
implementation of strategies, revenues, profits and competition. This aspect highlights the
barriers imposed on the activity of information technology and service business. The external
factors required to be considered are trade agreements that are free on a large scale, stable
political climate in markets that are major and online companies that are state sponsored.

Economic Factors-
In accordance with (PURCĂREA, 2018) Google business varies on the basis of
economic trends. This affects the revenue, growth and sales of the company. for example
economic trends will derive the investment level in the sector of merchandise store and IT
development. Although all the aspects related to this provides opportunity such as fast growth of
countries that are developing which can help them to increase the level of channel of distribution
for mobile devices. Other than this stability in the economic condition where large scale of
operations are maintained and the reduction in the cost of renewable energy can help them to
enhance their LLC CSR which can help them to achieve growth.
Social Factors-
These factors are assessed on the basis of behavior of people. For instance they state that
factors such as these changes the mind of people towards the strategies used by the company.
This aspect offers opportunity as well as threat to the people. For instance increasing use of
social media is threat and opportunity both because social media channels has negative influence
too. The rising diversity in the base of customers will help them to improve their business
through innovative tools. The threat is criticism which is increasing with time fir this sector
which is affecting their business. Also it is necessary that they take the use of platforms such as
Facebook and Instagram as they are at their peak for the aspect of digital marketing. In order to
target multiple channel at store can implement omni channel marketing.
Technological Factors-
These factors are the base of serving for the company. In the countries that are
developing access for internet is getting increased, people are taking the use of mobiles more and
more and the cloud services is increasing on a global level. This way the digital marketing
strategy of Google can grow and reach more customers for their merchandise store.
Environmental Factors-
These factors affects the strategies and direction of the company. Google is investing
more of their support in these factors. The use of green products helps them to satisfy the
customers. Also the interest of suppliers is shifting to the measures that shifts business to
sustainable factors. This also helps to improve the image of the brand and help the merchandise
store to achieve success.

Legal Factors-
It states that company has to operate under the guidelines made by law. Regulations are
increasing for the online privacy through which they can provide more satisfaction to them. A lot
of restrictions are being imposed on the personal information of customers which limits the reach
of the strategy.
Market trends-
On the basis of (Brown, S., 2019) There are many trends in the aspect of digital
marketing if they want to comply with it and acquire the share in the market it is necessary that
Google uses these strategies of digital marketing such as making the content attractive as it is the
one which attracts and takes the customers to their page so that they can make a purchase. Other
than this they need to make short clips as they are not an option and it influences the target
audience a lot. Also it is necessary that they take the use of platforms such as Facebook and
Instagram as they are at their peak for the aspect of digital marketing. In order to target multiple
channel at store can implement omni channel marketing.
Competitor Analysis-
According to (Lähteenmäki, 2017) It is necessary to comply with these factors as they are
necessary for Google merchandise store because they face an intense amount of competition. It is
necessary to keep a track on the strategies and services that are being offered to the competitors.
There are many companies such as Amazon, Wish, Club Factory which is the competitor of
Google merchandise store and if their strategies are not assessed then they would be left behind
of the competition. There are many tools which helps to analyze the competitors such as Similar
Web, SEM Rush, Sprout Social and many more through which Google can keep a track on them
and work on their strategies which are more effective so that they can go ahead from them and
serve more consumers so that they can gain more share in market.
Consumers
Consumer centralistic marketing’s which is considered o be the practicing in way of the
collecting there implementing the consumer insights in order to boost the marketing efficiency
for serving the customers which have the best prsopectsous in term of the products.
There is the building the transitions in term of creating the value creations for supplying the
consumer with the effective level of services and products as per the requirements. This
approach have the eland of the technological transaction environments. This is helpful in there

him design the product features or choose the most appropriate level and type of service and
remind them of new products important to them.
Buyer Persona
Professional Jenny a 28-year-old single lady living in the New York city working as their
interior designer. There is the need for the looking the ecofriendly designers’
products which will add the value to the product and the services.
Entrepreneur Vicky a 24-year-old boy which is single to status from the Manchester is
working as the fashion blogger and running his own small business. there is
need to have the designer products, stationers for the small business
Computer Geeks Kitty is the 21 years old students living in the London is the students
have the need to make the collections of there different kind of the
merchandize as accordance as per the development of hobby and
professionals development.
SMART objectives
 To enhance the satisfaction of consumers by 10% by starting digital marketing
campaigning the firm till the end of year 2020.
 To increase the profitability by 20% by making use of digital platform so that sales of
products and services can be increased till the end of year 2021.
 To enhance the market, share of company by 5% through digital channels in upcoming
12 months.
 To create loyalty of consumers by 15% by providing them services through digital
channels.
Buyer Persona activities
Strategic
business
objectives for
3 to 5 years
Channels Content Strategic
keyword
terms
KPI Buyer
personas
To enhance
the
satisfaction of
In this digital
marketing
channels such
In this
consumers
can be
Social media,
motivation
In this
benchmarking
can be used to
Information
such as age,
job profile

consumers as social
media will be
used so that
the
consumer’s
feedback can
be obtained
and also on
these
platforms it
can be solved
easily (Sahay,
2019). This
will also
assist Google
merchandise
store in
achieving
their
objectives.
motivated to
switch to
online
channels.
analyse the
performance
can be
obtained.
To increase
the
profitability
Social media
channels can
be used so
that the firm
can have
control over
the large
amount of
audience.
In this Google
merchandise
store can
make people
aware about
the digital
platform
which is been
made
available to
them. This
Digital
platforms,
social media
In this
benchmarking
can be used to
analyse the
performance
Information
such as age,
job profile
can be
obtained.

will help
them in
grabbing
large number
of audience.
This will help
them in
increasing the
profit.
To enhance
the market,
share of
company
This can be
increased by
attracting the
consumers
towards the
digital
platform. This
will help
them in
covering
more number
of market
areas. This
will assist
them in
enhancing the
market share.
In this the
company can
be engaged in
analysing the
motivation
and
satisfaction
level of
consumers so
that the
market share
of Google
merchandise
store can be
increased.
This will also
assist them in
achieving
their goals
and
objectives.
Motivation,
frustration
In this
benchmarking
can be used to
analyse the
performance
Information
such as age,
job profile
can be
obtained.
To create This can be By providing In this the In this Information

loyalty of
consumers
created by
providing the
consumers
with high
quality of
services
through the
digitalised
platform.
Google
merchandise
store needs to
be engaged in
analysing the
needs and
demands of
consumers so
that the
customer
engagement
and loyalty
can be
increased.
high quality
services with
the help of
digital
platforms
loyalty can be
created and
also goals and
objectives can
be achieved.
trigger point
of consumers
can be find
out (Wood
and Jobber,
2016). Also
they can be
engaged in
analysing the
consumer
satisfaction
point.
benchmarking
can be used to
analyse the
performance
such as age,
job profile
can be
obtained.
Gantt chart
Task Name Duration Start Finish Predecessors
do thorough audience
research 4 mons Mon 6/29/20 Fri 10/16/20
identify customer pain
points 1 mon Mon 10/19/20 Fri 11/13/20 1
identify customer goals 2 mons Mon 11/16/20 Fri 1/8/21 2
understand how you can
help 3 mons Mon 1/11/21 Fri 4/2/21 3
turn your research into
buyer personas 2 mons Mon 4/5/21 Fri 5/28/21 4

Risk assessment
Risk assessment is a term used to describe the overall process or method where the
company Identify hazards and risk factors that have the potential to cause harm
(hazard identification). There is various risk that can be faced by the firm like Google
merchandise store when they have been involved in doing the digital marketing process. The risk
needs to be controlled by company so that they can grow and also achieve goals and objectives.
This will help the firm in growing and also without risk efficiency will be increased. The type of
risk which can be faced by the merchandise store includes the following:
Technical risk: It is one of the biggest risk that can be faced by Google merchandise store
when they are going to implement the digital marketing plan. It can include risk like firm can be
involved in facing server failures. This can reduce the quality of services that are been provided
by company, so this risk needs to be analysed by firm (Chernev, 2020). It has also been analysed
that in order to reduce the technical risk, Google merchandise store needs to be engaged in
providing tech support training to employees so that the quality of services can be improved.
This will assist the firm in reducing down the impact of technical risk and also they will be able

to enhance their productivity as well as efficiency. It has also been analysed that the other
technical problem can also be faced like the firm do not have adequate software because of
which the services are not been able to provide adequately.
Human resource risk: The other type of risk which can be faced by Google merchandise
store is human resource (Dib, 2018). This risk can be faced by them while implementing the
digital marketing plan. There are chances that employees who are been appointed for the plan are
not qualified or do not possess adequate skills and abilities. This can reduce down the quality of
services which has been provided by the Google merchandise store. It has also been analysed
that firm needs to be engaged in providing adequate training so that risk related to maintenance
of human resource can be reduced. This will assist company in growing and also it will help
them in achieving the goals and objectives.
Financial risk: This is the other type of risk which can be faced by Google merchandise
store while implementing the marketing plan. In order to reduce the impact of this risk, it is
really necessary that firm is been in involved in analysing the funds which will be required for
project.
CONCLUSION
AS per the report has been cover digital marketing plan of the Google merchandise store.
This report has been concluded Swot Analysis which is used to find the strength and weakness
of the company and PESTEL analysis which provide the external factors and their impact on
the companies operations so company can know about their capabilities and take comparative
advantages in the market where they are operating business. This report makes the Digital
marketing plan and digital marketing strategy which has been provided the objective of the
business, channels which they will use to run the digital marketing campaign, strategic
keyword for the term, KPI techniques which they will use to control the marketing campaign
and Buyers personal which has been concluded. This report also has been provided strategy to
implement the digital marketing plan where it has been discuss actions which company will
take through the observation. So company can implement the plan successfully, and they can
create outcomes to take competitive advantages. In the end of this report has been conclude
Buyers personal Spring and explain who will be the Target of the company and what channels
company be used by the company and also has been explained strategies for their campaign,

and they also have been collect the data regard to the plan, so they can get success in Their
digital marketing plan

REFERENCES
Books and Journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.
Sahay, A., 2019. Mahindra Trucks & Bus Division: Building a Marketing Plan.
Dib, A., 2018. The 1-Page Marketing Plan. Page Two Books.
Lähteenmäki, T., 2017. Developing a digital marketing plan for a merchandise online shop.
Brown, S., 2019. Is Web 2.0 Enough? A Case Study on Microbusiness Digital Marketing
Strategies (Doctoral dissertation, Northcentral University).
PURCĂREA, T., 2018. Retail digital marketing strategies.
Mashruf, M., 2018. Unfolding the working processes of digital marketing in METACONNECT.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing, 3(4). pp.294-303.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing strategy.
Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2). p.61.