Digital Marketing Plan PDF
Added on 2020-12-10
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DIGITAL MARKETINGPLAN
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3PART 1............................................................................................................................................31. Evaluation of adopting VR technology to gain competitive advantage.............................3PART 2............................................................................................................................................62. Digital marketing plan development to convert and retain customers...............................6PART 3............................................................................................................................................93. Innovative approaches of managing digital strategic plan.................................................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONDigital marketing means using digital technologies like social media platforms, searchengine optimisation to market goods and services to different customers .It means modernmarketing era which is increasing day by day and will be used by many companies to reach towide range of customers. It means to market and promote the company and its products by usingdigital platforms via internet. Digital marketing is a strategy to improve company's customerengagement and customer retention.[ CITATION DuP17 \l 1033 ]. It will help the company toincrease its profit by capturing large market and also known as internet marketing or webmarketing. To understand the purpose of digital marketing plan better this report has takenOcado to understand it better [ CITATION Gil16 \l 1033 ]. Ocado is an online grocery retailerbased on UK that provide its services to UK as well as other countries. It mainly deals inlogistics, grocery and distribution of consumer goods. It was founded in year 2000 and launchedits first app for I phone and then company extended the app to android phone as well. Thebiggest competitor of Ocado is Tesco that deals in merchandising goods and services and providegroceries to the consumers and has expanded its business in most of the nations which increasesits sales and market share and gave it competitive advantage. and The report will consists ofadoption of VR technology by the company to gain competitive advantage and also shows how itcan be implemented. Further, it will show the forming of digital marketing plan and how it isused to acquire customers and at last the report will include innovative approaches to managestrategic plan and optimising key channels of the company.PART 11. Evaluation of adopting VR technology to gain competitive advantageVR technology creates an artificial environment with the use of computer technology. Itenables the user to experience almost all the senses from hearing, touch, see and also to smell inthe artificial created by VR technology.Ocado is a grocery store that deals in consumer goods, groceries and drinks of highquality at low cost by using online platform to deal with its customers[ CITATION Saj16 \l 1033]. The biggest competitor of Ocado is Tesco that has the wide range of customers and productsand selling them services through its retail stores. Ocado to gain competitive advantages needs toadopt VR technology which can be implemented after considering and understanding externaland internal data related to management, employees, market share, shareholders, technology etc.
The potential of VR is high and many companies are adopting it to gain market share. To use VR5G networks are fortunately found and are 10 times more powerful than the ordinary networks tomake it work[ CITATION Doc18 \l 1033 ].The swot analysis of Ocado is as follows to adopt virtual reality technology -Strength – Ocado has strong flow of cash and strong distribution of network that will help thecompany to capture customers. It has high level of satisfied customers which means thatcustomers trust the company and will use new products launch by it [ CITATION Gun17 \l1033 ].Weakness – the structure of Ocado may create a problem for it which might limit the expansion.It needs investment in new technologies as well which the company lack in.Opportunity – New trends in behaviour of consumer can open new market for Ocado tointroduce VR technology. The new taxation policy of government can also be an opportunity forthe company[ CITATION Bae15 \l 1033 ]. Threat – Like Tesco the employees of Ocado are not that skilled and also Tesco is operatingoutside nation boundaries more than Tesco which gives it customer loyalty and brandrecognition [ CITATION Kee17 \l 1033 ]. To adopt VR technology the company must know and asses its internal as well externaldata. The IT team of the company need to be able to handle all the internal unstructured data andto make it useful and relevant in adopting further technology. External data are more importantthan internal data as company uses it for research which they cannot find internally in theircompany. External data can be obtained from social media platforms, economic and politicaldatabases and it can help the company in adopting VR technology and to grab new opportunities.Both the data need to be understood and analysed to take the decision of adopting VRtechnology[ CITATION Bla17 \l 1033 ]. The customer's perception, technology updating,competitor's role all need to be taken care of by the company. The VR technology used by the company consists of impact of sound so that customercan feel the real experience of shopping virtually which will create curiosity among customers,the other feature of VR technology is eye and head tracking which give them to have a view at360 degree and most importantly the vision which will help the customer in selecting the product
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