Digital Marketing Strategy

This document provides an overview of the digital marketing process and guides on creating a successful digital marketing campaign. It includes a case study of Vodafone's 5G internet services campaign. Learn about research, creation, promotion, analysis, and optimization.

Digital Marketing Strategy
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of Digital Marketing Process .....................................................................................3
Digital marketing campaign .......................................................................................................4
CONCLUSION ..............................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Digital marketing refers to advertising and promoting the products and services of the
company using the digital media platforms. Digital marketing generally revolved around the five
D's which are digital technology, digital devices, digital platforms, digital data and digital media
(Kannan, 2017). As to get competitive edge over other competitors, companies have to upgrade
their ways of marketing. Vodafone is a UK based multinational telecommunication company and
is also listed on London Stock Exchange. The products and services in which the company deals
are Mobile Phones, digital television, Broadband, internet of things etc. In the further report
overview of the digital marketing process will be given and a digital marketing campaign will be
created.
MAIN BODY
Overview of Digital Marketing Process
Digital marketing process is a series of steps which are taken to achieve digital marketing
strategy. The main objective of digital marketing process is to achieve the goals which are been
set for marketing of products or services in digital media. The following are the steps of digital
marketing process:
Step 1: Research
The first step in the digital marketing process is to research about the business, the target
customers for the marketing. The research will also be conducted on the product or services that
needs to be marketed or advertised. Competitors will also be researched based on the strategy
adopted by them. A tool can be used to keep an eye on the competitors such as SpyFu. At this
stage the marketers of Vodafone collects all the required information which helps them in further
decision-making. The business of Vodafone consist of mobile communications, 5G for business
etc. The services for which the campaign is to be prepared and marketed is 5G internet
services. It focuses on customer convenience and quality of service. First of all, the marketer
which prepare the campaign will take put all the information about 5G internet services and e
speciality of Vodafone services.
Step 2: Create
In the first step adequate research is done and now the digital marketing goals, strategy,
plan, primary digital identities will be created. The ultimate goal which the Vodafone plc have to
achieve through their digital marketing campaign is created and website or blogs are prepared
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for the same. The goal must be clear to the marketer before floating the campaign to the target
customers. There are various types of goals when marketing digitally such as generating
qualified leads, increasing brand awareness and increasing sales etc. The goals which are to be
created must be SMART.
Step 3: Promote
Once the goals, strategy, plan etc. are created then the platform for promotion will be
determined. There are countless ways and platforms to promote the products and services but the
decision must be taken on which is the most suitable one and the platforms from which the
maximum results can be obtained (Chaffey. and Smith, 2017). Platform may be various digital
marketing channels such as search engines, e-commerce portals, social media, email marketing
etc. Vodafone can use any platform which matches their objectives and can help them in taking
out maximum output from the same.
Step 4: Analyse
In the fourth step the analytics of the campaign will be identified and the results will be
compared to the gaols of campaign. Google Analytics is a very effective tool for analysing the
success of the digital marketing campaign of Vodafone. It has four sections such as audiences,
acquisition, behaviour and conversion. The analysis of the campaign can be done through key
performance indicators. There are various analyses techniques based on the objective Vodafone
has chosen. Certain KPI's in digital marketing are conversion rates, bounce rates, traffic, cost per
click, click through rate etc.
Step 5: Optimize
In the last step, in case of deviation corrective steps are taken by making changes in
relation to primary digital identities or digital marketing channels (Chaffey. and Ellis-Chadwick,
2019). A report must be prepared and the strategy must be refined that enhances the productivity
level. And investment must be made in the areas where the results are better.
Digital marketing campaign
Step 1 - Situation Analysis
The first step in the digital marketing campaign is situation analysis. For analysing the
situation, analytics and marketing intelligence are used to pull information from the websites of
competitors and from different social media platforms (Bala. and Verma, 2018). As Vodafone is
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making campaign for 5G internet services and customer experience excellence, they need to
analyse the digital marketing strategy and campaign of the competitors of Vodafone.
The competitors of Vodafone are Ericsson which was the first one to launch the live
commercial 5G networks. All the services and features of 5G will be identified so that in the
campaign the same can be highlighted. 5G is the newest and the fastest generation of internet
services. Slow connection will no more be bothering and allows the customers of Vodafone to
enjoy seamless performance. Also, it helped the healthcare sector and infrastructure projects to
carry on the work smoothly and effectively. The following are the benefits of Vodafone 5G : It
can connect in the busy places, the downloading is faster, stream seamless, the video calls will
now come in HD and many more. The target market of this 5G internet services is UK and
European Union. Vodafone competitor, Ericsson has also launched 5G internet services and also
it uses artificial intelligence to solve the problem of network complexity. The company have
covered various continents and moved various 4G users to 5G. After analysing all these
situations, Vodafone can move on to the next step.
Step 2 - Link Digital Business with Digital Marketing Strategy
Digital business is creating a new version of business in which the thin line between the
physical business and digital business gets blur. Vodafone can promote their 5G internet services
through search engine optimization and social media marketing. Vodafone to promote its 5G
internet services have to improve the performance of its website. It comes under organic search
and the results are shown on the search engine result page (Warokka. and et.al., 2020). Vodafone
should make efforts to make their website rank on the top on search engine result page as
majority of the people trust the results that come on the top of the page. In case any customers
searches for 5G internet services or any keyword related to it, Vodafone website or the content
must come on the top. This will help in increasing the conversions and sales. Also, Vodafone
should focus on the link building as any customer clicks on the description then he or she must
land to other pages which gives them detail information about the same.
Social media marketing is another digital marketing strategy to link digital business. As
most of the users are there on social media therefore, Vodafone must link their digital business
with the digital marketing strategy. The campaign which is launched for 5G internet services
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must be in accordance with the social media platform which is used by the company for running
the campaign.
Step 3 - Formulate Objectives
Formulating the objective for the campaign is very important step as it is the basis of
controlling the campaign. There are various types of objective which can be set for digital
marketing of 5G networks by Vodafone. As the service that is decided for the campaign is 5G
internet services therefore the goals or objectives can be generating leads, increasing the
conversion rate and selling the 5G internet services, through the campaign. As the market which
is decided by Vodafone for its 5G internet services is UK and European Union therefore
Vodafone can also target keywords related to UK which will increase the traffic and can also
lead to sales of the services. The objective of the campaign may to be show Vodafone 5G
superior to other competitors and featuring all the e speciality and extra advantage of using their
internet services. Vodafone's aim can also be to grab maximum market share and also attract the
competitors customers.
The objectives must be SMART and in case of Vodafone the objectives are as follows:
 To list in top 5 position on search engine result page in a period of 2 months.
 To achieve 15% revenue through social media within a period of 1 year after launching
the campaign.
 Achieving the total market of Vodafone 5G users in UK to 200,000 within a period of 3
months.
The objective formulated by Vodafone for their campaign is SMART as they are
specific, measurable, attainable, relevant and are also time bound.
Step 4 - Design implementation Plan to meet the Objectives
Objective Implementation plan/ strategy
List in top 5 position on search
engine result page
To accomplish the first objective Vodafone should focus
on the content of their website and should publish the
relevant one (Goldman. and et.al., 2020).
Vodafone should also understand the algorithms of
Google or any search engine on which Vodafone has to
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increase its ranking.
Vodafone must update about their 5G internet services
on a regular basis.
The marketers of Vodafone who will be running the
campaign should also do a thorough keyword research.
Achieve 15% revenue through
social media.
To generate revenue through social media, Vodafone
must ensure the platform at which they have majority of
their targeted customers and should release campaign on
that platform.
Make the campaign more engaging and show the
usefulness of 5G internet services by investing into the
suitable platforms.
Vodafone should also make a provision of private and
direct communication with the users who show interest.
Also make services and convenience for the user in
reaching upto Vodafone and also making the payment
methods easy.
Achieving the total market of
Vodafone 5G users in UK to
200,000
For achieving more and more of market share, Vodafone
in their campaign must specify all the benefits which the
customers get by using their 5G internet services.
Also, the marketers should highlight the ways in which
the 5G technology will make their lives easier and
advanced.
The marketers in the campaign must depict the
consequences of not adopting to the 5G internet services
and the negative impact of the same.
Step 5 - Budgeting
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After performing all the steps such as situation analysis, linking digital business with
digital marketing, formulating the objective for the campaign and designing implementation plan
to meet the objectives, now the budget is prepared for the campaign (Mandal. and Joshi, 2017).
It is one of the crucial step in digital marketing campaign. A balance is to be maintained between
the spendings done on each channel and the amount must be cleared that needs to be invested so
that valuable results are derived. Vodafone must invest more in social media and must take out
budget more of this platform. For running the campaign money has to be allotted on frequent
intervals. Budget for the campaign decided for Vodafone 5G internet services is 320 pounds for
lifetime category.
Step 6 - Measure the campaign
The success and failure of campaign is determined by measuring its performance and it
can be done through using various KPI's. At this step the actual results are compared to the
projected one (Nissen. and Francis-Cummings, 2019). As Vodafone is using search engine
optimization and social media marketing for promoting the campaign therefore the KPI's for
social media campaign can be the number of leads generated or overall impressions created or
the number of clicks on the ad. KPI's shows the statistics that determined if the campaign was
successful and to what extent. As Vodafone is using Search engine optimization therefore the
KPI to determine the success for the same are : Inbound links to a website – The more the number of inbound links the more is the
content shared of Vodafone. It indicates that Vodafone is an expert in certain field. To
determine this the following tools can be used which are Alexa or SEMrush. Traffic from organic search – It shows the number of websites that visits the websites
through various search engine result page. Various tactics must be used by Vodafone to
improve the ranking. New leads from organic search – It determines the number of new leads that is
generated through the organic search and marketing analytics tool is used to monitor the
leads.
 Conversion rate per keyword – The keyword can be found out through which there are
maximum number of customers that are ready to pay for this Google Analytics and CRM
tool can be used.
For measuring the success of campaign through social media are as follows:
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 Engagement rate – The engagement rates are determined by likes, comments and shares
by people who are actively engaged. To measure the engagement rate various tools can
be used by Vodafone such as Moz, Hubspot, Buzzsumo etc (Saura, Palos-Sánchez. and
Cerdá Suárez, 2017).
 Leads and conversion rate from social media – Many marketers considers social media
as a source for increasing the brand awareness but Vodafone marketers have used this
platform as a lead generation tool. CRM tool can be used to track customers who are
interested in the campaign of 5G internet services and have clicked the link.
CONCLUSION
From the above report it can be concluded that digital marketing process is a series of
steps which are taken to achieve digital marketing strategy or goals. There are five steps in
digital marketing process in which the first step is researching about the business, the target
customers for the marketing etc. In the second step the digital marketing goals, strategy, plan,
primary digital identities will be created. Promotion strategy or the platforms on which the
campaign will be promoted needs to be identified in the third step. In the fourth step analysis is
done and there are various tools that can be used to analyse the success or failure of the
campaign. And in the last step optimization of the campaign is done. A digital marketing
campaign is prepared for promoting the 5G internet services for Vodafone. And it consist of six
steps, first of all situation analysis was done. In the second step the digital business was linked to
digital marketing strategy. The objectives for the 5G services of Vodafone campaign was
formulated in the third step. In the fourth step an implementation plan was designed to meet the
objectives which formulated in third step. After conducting all the above steps budget was
decided and measurement of the campaign was done.
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REFERENCES
Books and journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of Management,
IT & Engineering. 8(10). pp.321-339.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Goldman, O.I. and et.al., 2020. Digital media environment for analysis of components of content
in a digital marketing campaign. U.S. Patent 10,685,375.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Mandal, P. and Joshi, N., 2017. Understanding digital marketing strategy. International journal
of scientific research and management. 5(6).
Nissen, A. and Francis-Cummings, E., 2019. The Performance Framework: Modeling Arrivals
from Digital Marketing Metrics.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Warokka, A. and et.al., 2020. Digital marketing support and business development using online
marketing tools: An experimental analysis. International Journal of Psychosocial
Rehabilitation. 24(1). pp.1181-1188.
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