Digital Marketing Strategies

Digital Marketing
Strategies

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction to the organisation..................................................................................................3
Digital marketing process...........................................................................................................4
Online strategy............................................................................................................................5
PESTLE Analysis........................................................................................................................6
Situational analysis......................................................................................................................8
OBJECTIVES...........................................................................................................................11
STP ...........................................................................................................................................11
Linking digital business with digital marketing strategy..........................................................13
Formulation of objectives.........................................................................................................14
Design implementation plan to meet the objectives.................................................................15
Budgeting..................................................................................................................................18
Measure the campaign...............................................................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20
Books and Journals...................................................................................................................20

INTRODUCTION
Digital marketing is explained as the process of promoting the products through digital
media which includes television, social media marketing, Search engine optimization etc. Digital
marketing these days is considered as one of the effective strategy for marketing of products.
Digital marketing consists of different types such as search engine optimization, pay per click,
content marketing, email marketing etc. Digital media marketing is effective mode of marketing
as studies shows that average user consumes content through television, mobile phones, tablets
etc. Digital marketing plan covers activities and plans for digital marketing campaign. This
report is focused on the organisation Gucci and helps in understanding importance of digital
marketing and how digital marketing plan help in effective utilisation of resources. Digital
marketing helps Gucci in reaching out to their consumers with the help of social media platform
and digital platform. These days consumers are more interested in online shopping and digital
markeing help in creating the awareness about the product of Gucci among the consumers.
MAIN BODY
Introduction to the organisation
Gucci was founded in 1921 by Guccio Gucci in Florence Tuscany. The organisation is
successfully dealing in luxury fashion and the house is based in Italy. There are a number of
products which are sold by the organisation which are including handbags, shoes, accessories,
ready to wear, home decoration and fragrances. Till date Gucci is successfully operating for 87
stores and has more than 17,000 employees working under them. The organisation is generating
sales of £9.628 billion every year successfully. At the beginning the brand was only produced to
deal in leather goods as well as some knitwear. With change of time period in retail industry,
way of doing business changes and entity uses online strategy to market their brand at global
scale. Through using online strategies, it is easy to marketing activities are being carried out
effectively. These type of strategies help in increasing of productivity In this competitive world,
many of businesses uses digital plartforms & websites such as You Tube & Google, Instagram,
etc. It has been examind that You Tube is to be considered a most effective digital strategy for
promotion & advertising. Gucci too promotes their brand products on their own You Tube
channel globally & through social influencers. They carry out competitior analysis in order to
examine their competitors in market such as their main competitiors are Dolce & Gabbana,

Guess, Armani etc. They proper scan busioness environment in ethical way and make assure
that information oif competitors are being accessed legally. Company uses digital tools in such a
way that objectievs are achieved in effective way. Moreover, concept of digital marketing is
adopted by management so that customers viewpoint towards enetity is analysed in appropriate
manner. They uses digital marketing within business such as promoting of brands through social
influencers via digital marketing. They can merge up with digital marketing agencies that will
help them in accessing to customers easily within level of business at higher scale. Also, these
help in accessing to customers at wider scale which is beneficial for growth & development of
entity. Such kind of strategy are being build through using digital tool as well as techniques like
SEO, SMO, PPC advertising & many more.
The importance of digital marketing in retail business has been growing at larger scale. It is
necessary to use tools, software, hardware in business on basis of which it is easy to access to
customers, resources in effective way. Digital marketing is important for business because it help
in engaging with audience measurably, ability to reach to market place easily etc. In reference of
Gucci, they need to uses digital marketing strategies in such a way that it is easy for them to
market their brand widely. Further, it helps in making analysis about competitiors in proper
manner, better way of monitoring campaigns & optimising them for better results. This is
analysed that selected firm uses demographic variable for segmenting of market. The marketing
processes of Gucci is managed by HR and manager in effetive way.
To develop online strategies for digital marketing there are processes. The first process is
to review current strategy of marketing, identify the success and look which strategy is not given
success. Gucci is producing leather products and knitwear they use the online strategy to dealto
increase productivity. Second process is to build team and Gucci select a digital platform. Third
step is to choose social media that increase interest of customers. Fourth step is to focus on SEO
and use social media marketing. The last Sixth step is execute plan and analyse the success of
plan.
Digital marketing process
Digital marketing which is considered as one of the effective tool for every organisation
to promote their products follows a basic process and the management of Gucci focuses on
making the process effective and efficient. Gucci which is a global brand focuses on creating the
goodwill among its consumers by providing quality products to its consumers and it is one of the

major reason which helps them in retaining their consumers. Digital marketing helps Gucci in
spreading awareness about their products and in order to be effective managers focuses on
making the digital process effective. Digital marketing process consists of five major points
which are mentioned below:
Research
This stage focuses on the learning the need of the consumers by analysing their buying behaviour
and their understanding their needs and preferences. Gucci should focus on understanding the
need of the consumers and promote their products according to the need and demand of products.
Planning
This stage focuses on planning the whole process and implementing plan with the goals and
objectives for the organisation. Managers of Gucci focuses on planning the product according to
the need of consumers.
Implementation
This stage focuses on implementation of the plan and creating the message for the consumers
that will help in reaching out to the target consumers.
Measure
This stage focuses on measuring the success of the plan which is implemented in the
organisation and how effectively that plan is giving results to the organisation.
Optimize
This stage focuses on optimizing the goals and objectives after measuring the success of the plan
and implementing changes in the plan in order to overcome the barriers in the organisation.
Online strategy
Online strategy helps organisation in developing effective plan for their digital marketing
as it focuses on achieving the goals and objectives through effective implementation of online
strategy. Online strategy is considered as the tactics for the organisation in order to reach its
goals and to achieve efficiency in terms of the development of organisation. Gucci focuses on
developing and implementing online strategies which helps them in achieving their goals and
objectives. There are several points which shows importance of online strategy are mentioned
below:
Business discovery

This stage focuses on discovering the goals which needs to be accomplished by the organisation
and it helps in analysing the need of the organisation and help in analysing the current status of
the organisation and help in analysing the tactics of the organisation.
Eliminate missed opportunities
This stage help in determining the position of the organisation and implementing strategies in
which organisation have to make changes and what opportunities are there in the market and
how those opportunities can help organisation in achieving its goals and objectives.
Target Audience
Studies shows that a user consumes average content through mobile phone, tablets, television
etc. and organisation focuses on targetting the audience through digital modes as user consumes
content from this mode. Organisation focuses on reaching out to their audience through digital
marketing.
Direction
Online strategy help in creating the path to achieve the goals and objectives through effective
implementation of strategy. Organisation should focus on developing the benchmarks to be hit
by the organisation in achieving its goals and objectives.
PESTLE Analysis
PESTLE analysis, marketing tools used to analyse the external factors that can effect an
organisation. It comprises six external factors political, economical, sociocultural,
technological, environmental and legal. It helps in understanding market dynamics and gives a
bird's eye view of whole environment from many different angles so that business improves
continuously. PESTLE analysis is used by the organisation in order analyse the external
environment which can influence the organisation working. This analysis help Gucci in
determining the factors which can affect their productivity and profitability. There are different
factors which affects the organisation and these factors are mentioned below:
Political factors
The Brexit has caused a uncertainty wave for businesses in UK. This uncertainty will continue
until final terms decided. The exit will have a huge impact on political landscape of UK and it
will effect Gucci's operations. Depreciation in pound has impacted revenue also. As local
governments are operating specific laws of taxation for retailers so the sector is facing huge
losses. For example in India the implementation of demonetisation and GST effected sales for a