Digital Marketing Plan

DIGITAL MARKETING
PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1. Evaluation of adopting VR technology to gain competitive advantage.............................3
PART 2............................................................................................................................................6
2. Digital marketing plan development to convert and retain customers...............................6
PART 3............................................................................................................................................9
3. Innovative approaches of managing digital strategic plan.................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing means using digital technologies like social media platforms, search
engine optimisation to market goods and services to different customers .It means modern
marketing era which is increasing day by day and will be used by many companies to reach to
wide range of customers. It means to market and promote the company and its products by using
digital platforms via internet. Digital marketing is a strategy to improve company's customer
engagement and customer retention. (Du Plessis, 2017). It will help the company to increase its
profit by capturing large market and also known as internet marketing or web marketing. To
understand the purpose of digital marketing plan better this report has taken Ocado to understand
it better (Gill, 2016). Ocado is an online grocery retailer based on UK that provide its services to
UK as well as other countries. It mainly deals in logistics, grocery and distribution of consumer
goods. It was founded in year 2000 and launched its first app for I phone and then company
extended the app to android phone as well. The biggest competitor of Ocado is Tesco that deals
in merchandising goods and services and provide groceries to the consumers and has expanded
its business in most of the nations which increases its sales and market share and gave it
competitive advantage. and The report will consists of adoption of VR technology by the
company to gain competitive advantage and also shows how it can be implemented. Further, it
will show the forming of digital marketing plan and how it is used to acquire customers and at
last the report will include innovative approaches to manage strategic plan and optimising key
channels of the company.
PART 1
1. Evaluation of adopting VR technology to gain competitive advantage
VR technology creates an artificial environment with the use of computer technology. It
enables the user to experience almost all the senses from hearing, touch, see and also to smell in
the artificial created by VR technology.
Ocado is a grocery store that deals in consumer goods, groceries and drinks of high
quality at low cost by using online platform to deal with its customers. The biggest competitor of
Ocado is Tesco that has the wide range of customers and products and selling them services
through its retail stores. Ocado to gain competitive advantages needs to adopt VR technology
which can be implemented after considering and understanding external and 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 VR
5G networks are fortunately found and are 10 times more powerful than the ordinary networks to
make it work (Dockery, 2018).
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 the
company to capture customers. It has high level of satisfied customers which means that
customers trust the company and will use new products launch by it (Gill, 2016).
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 to
introduce VR technology. The new taxation policy of government can also be an opportunity for
the company (Gunelius, 2017).
Threat – Like Tesco the employees of Ocado are not that skilled and also Tesco is operating
outside nation boundaries more than Tesco which gives it customer loyalty and brand
recognition (Keegan, 2017).
To adopt VR technology the company must know and asses its internal as well external
data. The IT team of the company need to be able to handle all the internal unstructured data and
to make it useful and relevant in adopting further technology. External data are more important
than internal data as company uses it for research which they cannot find internally in their
company.
External data can be obtained from social media platforms, economic and political
databases 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 VR
technology. 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 customer
can 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 at
360 degree and most importantly the vision which will help the customer in selecting the product
after seeing it virtually and will help them to see every small detail of the product which will be
all new experience to the customers (Dwivedi, 2017).