Digital Marketing Strategies and Impact

This assignment delves into the world of digital marketing, examining its various strategies and the profound influence it exerts on contemporary consumers. It necessitates a thorough understanding of key concepts like SEO, social media marketing, content marketing, and email marketing, alongside their respective advantages and challenges. The analysis should encompass the impact of digital marketing on consumer behavior and purchasing decisions in today's interconnected world.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Survey of Current Practice Using Industry......................................................................................2
Recommendation for effective implementation of the search engine marketing............................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
This report is based on the marketing but it is not a traditional type of marketing, it is
digital marketing and it have a significant role in the current situations of the corporate world.
There is several companies who have same type of products and services for sale and they have
to sale in the market(Kapferer and Bastien.2009.). Marketing is a key for them to explore their
product in the customer. In the current world scenario most of the population is connected with
the internet and they are using it in a regular way so the companies have to use it in a perfect
way. This is an opportunity for them that they can reach to their future customers, they can get
their proper focus and also they can get the access to make conversation with them. In the digital
marketing a company have basically three types of channels; search engine marketing, e-mail
marketing and they can use analytics in the digital marketing for the better results. The present
report is based on the digital marketing from the Simbound Simulation game, they are using the
above given three channel. The present report is based on the search engine marketing, a
company who wants to increase their business they can use the search engine marketing provided
by the Simbound Simulation. A company can make their product advertisement to their may be
customer and they can use this channel to make conversation with them. The company can
update their customers, they can make solutions of their problems(Williams and Chinn.2010. ).
The Simbound is a simulation game which gives a a way of digital marketing in a risk free
environment. The Simbound has provide a risk free environment to their customers for product
marketing and most of the company wants that their company show on the top in the search
engines and Simbound gives them this opportunity. The present report contains about the
different elements of the search engine marketing and recommendations for it.
A company which have website access for their customers wants that their customers can
access them easily. It is a form of internet marketing and this is also a type of paid advertisement.
To make this possible the company have to make a deal with the Simbound. The Simbound
having a particular charge for this. The customer company have benefit for this that they can
promote their website(Donio., Massari and Passiante.2006. ). A customer company have a target
for the Simbound that they have to increase their visibility in the on the search engine and they
have to do this as fast as possible. Search engine marketing is new way of marketing and most of
the companies adopting this channel to promote them self to the current world. Suppose if a
company wants to increase their website promotion and they are showing on the 7-8th page on the
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search engine, the Simbound give them a solution to make their presence in the 1-2nd page
number of the search engine. If a company deals with the Simbound, the Simbound make some
adjustments and rewrite in the web content which increase their availability in the most of the
related words of the searches for the company(Wilbur.2008.). Simbound is giving a type of IT
solution in the website which is beneficial for the company and their visibility in the search
engines. The Simbound is having expertise in it and they have experts for this. They make
changes or adjustments in the site structure which help the whole website of the customer
company which will be help in to achieve a higher ranking in search engine results pages and
this is the customer company wants from the Simbound.
Simbound gives a solution for their clients that some sites having a lot of traffic on it like;
movie and music related site, so the Simbound have contract with these sites and post a link or
advertisement of customers website which will helpful for the clients(Truong and
Simmons.2010.). Each and every click on the customer's advertisement having a cost which will
be pay by the customer company and Simbound give a part of the sum to the music or movie
website's owner, this is called pay per click.
Survey of Current Practice Using Industry.
In the current world's situation a company have to make their presence on the internet,
here is the world where each and every company is having the their internet access link which is
a website, which is a proof for their authenticity. Most of the companies having their own portal
which gives a facility to their customers to talk about their problems, suggestions and feedback
for their product and service. Most of the population of the world is having interference in the
internet, they generally use mobiles, laptop, tablets and desktop to do their online work and to
surf their social networking sites. So this an opportunity for companies to communicate with
them by the internet and give them details regarding to their product and services. They can
connect them via mail and social networking sites, and make their lead for their products and
services(Hennig-Thurau and et. al.2010. ). This is an opportunity for the company that they are
having a direct connection with their future customer. Website is a most popular name regarding
to the companies and shopkeepers who want to make their presence in the virtual world of the
internet. It is a type of domain name of the company and this having information and details
related to the company and their products. It is also having their history which helps in to make
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the customer's believe in the company. Website is a having a particular structure and it is well
classified, this is having content related to the products, images, videos of the product and demo
also. This is an internet market and website is like an outlet of the company where a buyer can
buy their wanted products and services. The customer can buy their product and they will made
their payment in the e-transaction(Mulhern.2009.). E-transaction is a internet banking, it is a safe
mode for purchasing and selling of the products.
Simbound is giving a solution to a client company who wants to increase their visibility
on the search engine. Search engine marketing is having significance in the digital marketing.
For example a company wants to increase their visibility on internet and Simbound give them a
solution for it, they charge for this. This is the method which are generally in the use of the
current marketing strategy. It is giving the best solutions for the client companies. The Simbound
is providing a game and it is very popular for the digital marketing. It gives a way to make better
conditions for a client company(Tiago and Veríssimo.2014.). It is a type of e-marketing and it is
a latest trends of the companies to advertise their products and services. The search engine
marketing having many advantages for their clients.
Advantages of the search engine marketing:
 It is giving them a recognition in the market and in the customers, a person who is
searching for a particular product and a particular product. They can easily get the access
for the company by using this search engine marketing.
 Search engine marketing grip the attention of may be customers at the time, most of the
peoples are using the internet and using online market for buying a product. So they
search the main keywords of their desired product and it is the duty of the company that
they have most of the relative words of the product. Company have to use their main key
words in the content of the website which help to the target audience.
 Search engine marketing campaign is easy and quick. It is very easy for the company to
start it and it will impact on the whole business. It is highly flexible, configurable and can
be set up in a few hours(Simmons. 2008.). Changes can be done on an ad-hoc basis, so
you can tailor your website content, keywords and spending around the behaviour of
audience.
 This marketing gives precise success tracking and in-depth campaign analysis. The
advertiser company who helps to the client company gives a keyword mix which help
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them in this campaign success. The company pay for the search engine marketing
campaign and for the web content which help them in to the access in the top of search.
This is not a big deal for the client company, this is a type of investment and it gives them
long term profit for the company.
 It helps in to make a brand awareness, search engine marketing is not helping in the
generate qualified traffic to company's websites but can increase brand awareness too.
The higher company's product or service ranks in search engines, the more likely
consumers will visit on the website and prefer or even recommend the company
offerings. After a time, the search terms are become more and more related to the brand
as they become familiar with the company(Wang and Fesenmaier.2006.).
It have some disadvantage also and these are;
 As a company get more visible online through search engine marketing his competitors
will start to notice and they may well up their game to compete. Increased competition is
fairly common once competitors see the marketing is working especially if their leads
and sales are dropping. By this SEM company can loose their marketing policy and there
is also a risk of that any competitor company can use this policy to compete with them.
 Each and every company wants to be success and wants to increase their sale and profits
as soon as possible. It is a risk for them, if they can't handle the volume of leads and sales
then opportunities will be lost and customers let down. When SEM gets in to a full flow,
it is very crucial to manage the demands of the customers on the particular time given.
This is also a risk for the company that they will loose all the leads and also the faith and
belief of their customers(Royle and Laing.2014.). So the company have to manage these
conditions and they have to prepare for it.
 This is the biggest disadvantage of the search engine marketing, many advertising
companies are dealing in it. As Simbound is having expertise in it and it is a white hate
company but some company have little experience in this and maybe they have some
wrong intention in their mind. They make changes and adjustments in the website
structure which will take them in the last of product search.
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Importance of the search engine marketing in the modern business scenario:
Search engine marketing is a vital for the modern business pattern, most of the customers is
having the interference in internet and this is a tool for companies, to make a lead on them. Some
of the significance are here;
 This is the first point where a surfer contact to search the product, they type their
keyword which they want to find out(Jackson and et. al.2008.). Most of the peoples go on
the online shopping and it is a big opportunity for a company to sale their product rather
than in the retail outlet.
 Search engine marketing is based on the search engine optimisation so each and every
company have to make the SEO for the specific keywords which will be helpful for them
to practically visible to their online target audience.
 Appearance in the search engine natural listings is completely free of charge, any search
engine never take a sum from any company, so this is a very cost effective.
 This is an effective managed pay per click plan and it gives a large quantities of pre-
qualified leads within hours. An advertisement can be easily set up within minutes
gaining them on top placements in the major search engines and instantly bringing in
highly converting traffic(Meadows-Klue.2008.).
Experience of the Simbound game:
Simbound is a game which give an expertise in the digital marketing process and it gives
the proper and thorough knowledge of the digital marketing, it provides a way to make higher
position of a company in the search list. It gives an expertise to the learner and they can use it in
the search engine optimisation. By learning this, anyone can arrange the words structure of the
website and they can add the keywords for the product and services of the company. It is very
helpful in the pay per click campaign and this is very helpful in the earnings also. A learner can
use can open their own advertisement company which gives a superior service in the search
engine optimisation. This is very helpful to gain the rank of a company in the searches. This is
giving different types of structure which help to make more recognisable website of a company.
A company can get more access by this and this is most helpful for those who are not top rankers
in the search engine(Rowley.2008.). This is having pay per click campaign which helps in to
generate money for the learner and it also beneficial for the company that more click more
visitors and they are making their presence in the customers.
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Recommendation for effective implementation of the search engine
marketing.
 Learner have to use the effective keywords in the search engine optimisation and it will
help them for the impressive search engine marketing of the product. Learner have to add
most of the keywords which have direct and indirect relation to the product of the
company. They have to use proper relevant words which helps in to make a good image
in the company(ILeeflang and et. al.2014.). They have to take relative words for the
products and they have also use the companies name and prices in the search engine
optimisation.
 Learner have to use their full concentrations and focus in the search engine marketing and
they also use the proper structure for the website of the company. This will help them in
to get them on the higher positions of company in the searches. They have to use their
full expertise in the search engine optimisation so they have to use their full experience
and focus on the search engine optimisation.
 Learner have to arrange main keywords in the upper side and they have to arrange them
in a proper rank which a internet surfer can use in to search of the products. For an
example; Dyson cleaner having many more relative words like vacuum cleaner, suction
cleaner, electronic duster etc. They have to take relative products in the same list which
will help them to take of the focus of the targeted customers(Deighton and
Kornfeld.2009.). This will also help them to make more profits for the company and it is
also easy for the net user customers.
 Learner have to use the perfect structure to make the search engine optimisation and they
have to use a perfect language in it which will help them in to take them easily on the
higher ranks in the search engine. This structure is a base and a arrangements of the
words and keywords which are used in the search engine optimisation so the learner have
to use perfect structure to make the successful digital marketing.
 Learner have to use fair mentality in the search engine marketing, they have to use the
fair role in the search engine marketing which will help them. They have to use their fair
ideas to improve the image of the company and they have to use their full experience in
making the best of the company(Palmer and Koenig-Lewis. 2009.).
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 The learner have to use their proper research in it and they have to take the opinion of the
company what they wants and who are their targeted customers. So they have to make
proper communication with the company and they to use their suggestions in the search
engine marketing.
 The learner have to use a proper flow chart of the words and they have to use similar
words of the products and the company. They have to take proper word arrangements in
the structure which help them to make more visible in the search(Taken Smith. 2012.).
These are some recommendation which can use a learner in the search engine marketing, these
are beneficial for the clients, for the net surfer and for the learner who are working for the
company. They have to adopt these simple recommendation in their work, it will give them extra
benefits and confidence to the learner and customer company(Ryan. 2014.). The learner have to
full focus on their work and they have to use their good policies without any discrimination
related to the company.
CONCLUSION
The present report is having the content for the digital marketing and this is a new type of
marketing for the modern business companies. They are using it properly and this digital
marketing having various channels in it and they have to use it because this a basic need in the
latest trends. Each and every company have their website and portal for making their presence in
the virtual world of marketing. Digital marketing gives a strength to business and gives a big
support in the sale and lead on the customers. The present report is based on the Simbound and it
is giving a thorough knowledge on the digital marketing. The learner have to make a website
which simply visible in the top list on the search engines results. This is having a significant role
in the current business scenario. This is having advantage and disadvantage in the present
conditions and learner have to make some recommendation in this. This is a report which have
some factors which have to apply in the digital marketing and suggestions which will be helpful
for the company. These are the suggestions have to adopted by the learner in their work and also
for the company which have their website. The whole present report is having related to the
digital marketing and it fully done for the Simbound.
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REFERENCES
Books and Journals
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Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing. Pearson Higher Ed.
Chaffey, D., Smith, P.R. and Smith, P.R., 2012. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
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and marketing. Journal of Interactive Marketing. 23(1). pp.4-10.
Donio', J., Massari, P. and Passiante, G., 2006. Customer satisfaction and loyalty in a digital
environment: an empirical test. Journal of Consumer Marketing. 23(7). pp.445-457.
Hennig-Thurau, T., and et. al., 2010. The impact of new media on customer relationships.
Journal of service research. 13(3). pp.311-330.
Jackson, L.A., and et. al., 2008. Race, gender, and information technology use: the new digital
divide. CyberPsychology & Behavior. 11(4). pp.437-442.
Kapferer, J.N. and Bastien, V., 2009. The specificity of luxury management: Turning marketing
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Leeflang, P.S., and et. al., 2014. Challenges and solutions for marketing in a digital era.
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Meadows-Klue, D., 2008. Opinion piece: Falling in Love 2.0: Relationship marketing for the
Facebook generation. Journal of Direct, Data and Digital Marketing Practice. 9(3).
pp.245-250.
Mulhern, F., 2009. Integrated marketing communications: From media channels to digital
connectivity. Journal of marketing communications. 15(2-3). pp.85-101.
Palmer, A. and Koenig-Lewis, N., 2009. An experiential, social network-based approach to
direct marketing. Direct Marketing: An International Journal. 3(3). pp.162-176.
Rowley, J., 2008. Understanding digital content marketing. Journal of marketing management.
24(5-6). pp.517-540.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management. 34(2). pp.65-73.
Ryan, D., 2014. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Simmons, G., 2008. Marketing to postmodern consumers: introducing the internet chameleon.
European Journal of Marketing. 42(3/4). pp.299-310.
Taken Smith, K., 2012. Longitudinal study of digital marketing strategies targeting Millennials.
Journal of Consumer Marketing. 29(2). pp.86-92.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
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Truong, Y. and Simmons, G., 2010. Perceived intrusiveness in digital advertising: strategic
marketing implications. Journal of Strategic Marketing. 18(3). pp.239-256.
Wang, Y. and Fesenmaier, D.R., 2006. Identifying the success factors of web-based marketing
strategy: An investigation of convention and visitors bureaus in the United States.
Journal of Travel Research. 44(3). pp.239-249.
Wilbur, K.C., 2008. How the digital video recorder (DVR) changes traditional television
advertising. Journal of Advertising. 37(1). pp.143-149.
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Williams, J. and Chinn, S.J., 2010. Meeting relationship-marketing goals through social media:
A conceptual model for sport marketers. International Journal of Sport Communication.
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Online
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