Digital Marketing Strategy for Fast and Secure Transfer ATM Services Website

This report discusses the design and usability of Fast and Secure Transfer ATM Services website, critical examination of two digital marketing tools/techniques, content marketing, and recommended metrics and analytical software to measure the effectiveness of the digital tools selected. The report highlights the importance of digital marketing in today's business environment and how it can help in capturing the competitive corporate environment. The report also recommends various metrics and analytical software to measure the effectiveness of the digital tools selected.

Leading and Working in a
Digital World

Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Justifies the design of the website in terms of usability (navigation)..........................................3
Critically examines two digital marketing tools/techniques and their integration with the
website.........................................................................................................................................4
Content Marketing.......................................................................................................................5
Recommends metrics and analytical software to measure the effectiveness of the digital tools
selected.........................................................................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Introduction
Various ideas in respect to business leadership are being held to be timeless and with
certain characteristics of leader. In contemporary business environment digital marketing is
shaping effective standards of working of business firm and deriving effective derivations in
respect to capturing the competitive corporate environment. In inclusive of concept, various
standards are being set in respect to developing quality standards of working in operational firm
and ensure completion of desired goals through collaborative efforts being produced in the
business firm(Ghosh and Scott, 2018).
The given document is an individual report to support website prototype being developed
with title of, “Fast and Secure Transfer ATM Services” and regarded as Wise. In inclusive of
the report document, justification in regards to design of website so developed will be discussed
along with examination of two digital marketing techniques. Further, provided report will
evaluate on recommended metrics and analytical software to measure effectiveness of digital
tools being selected to formulate the website.
Main Body
Justifies the design of the website in terms of usability (navigation)
Web design refers to design of website that are being displayed on the internet. It is
generally stated as user experience aspects of website development instead of software
development. On the other hand, usability refers to a measure for which how well as defined
individual user can use website design or a relative product to acquire desired personal or
professional goals. In respect to website design being developed under the project task. The
developed website showed an impressive remark in terms of choice of background colour and
usability. Following are some element which highlights excellence of website in terms of
usability and proving effective for completion of desired personal as well as professional career
goals (Huda, 2018) ; Accessible to all users: The designed website is being developed which will be
accessible for all users. Taking the instance of this variant for the respective website
being developed will ensure better promotional aspects. This will define better promotion
of website with its compatible to use features and also operates for users accessing the
website through a mobile device.

 Well formatted content: The informations and content elaborated on the website are
well formatted as well as can easily adopt by the customer in order to use their services.
Majorly customers prefers those websites that are simple and attractive. The mentioned
website is completely user friendly as easy to handle by everybody without any issues
(Irons and Elkington, 2021). Effective navigation: A website response time is the main key elements that made it
more accurate as well as fast for their customers. The mentioned website has effective
navigation process that helps the user to direct to other webpages more smoothly and
hassle free without buffering time. The webpage did not show any ads on their Page that
made the webpage destruction free as well represent the effective information according
to the customer need.
 24x7 Services: The website provides the 24x7 services to its user. Their s no time
bound order to use the webpage that can be use at anytime and anywhere. It ease the
customers as well as provide the supports to their user that create the loyal user towards
the website operational activity (Kaur and Garg, 2019).
Critically examines two digital marketing tools/techniques and their integration with the website
In today's era digital marketing is the main key elements that used by the organisation in
order to enhance their operation in market as well as get the competitive advantage. Through
the use of content marketing and web advertising succours in order to generate the more traffic
at the websites. It helped into shifts the potential customers towards using the webpage and
gain the insights of their activity through the marketing tool (Lee, Cameron and Hassall, 2019).
Social media marketing
Social media is considered as the most efficient platform for implementing marketing activities
and practices. A major part of people in society are using Social media for various purposes
such as social interactions, spreading awareness, promotional activities, increasing reach, etc.
Social media could be used for attracting and targeting maximum customer base in the society.
This platform incurs lesser costs and provide efficient returns with spreading awareness among
maximum segments of people using social media platforms. The website has been promoted
over social media platforms by influencers so that majority of people could be aware of the
services provided by the company. Influencers are representatives that could influence people
for something with their personal or professional opinions. Social media incurs very less time for
some useful information to be spread entirely as people share these posts and images to their

knowns and friends. Initiative for promotion over social media will increase engagement for the
website and will attract more and more people towards it. Major or these platforms are
Instagram, Facebook, twitter, LinkedIn, and many more. The marketing has promoted various
informative elements such as determination of goals, resources, unique aspects, etc. Target
customers were provided with detailed information regarding website with these efforts and
initiatives. Various ads and video content were developed for audience with digital and visual
representation of website and its insights. Appropriate and attractive Hashtags and captions
were used in order to reach higher views and increasing reach among people over social media
(Page and Connell, 2020).
Content Marketing
Content marketing is a form of marketing activities and practices to attract target
audience and retain the audience by developing and sharing various contents such as videos,
images, articles, podcasts, videos etc. This approach is considered as one of the most efficient
approaches for promoting or marketing activities and practices. It enhances expertise, promotes
business operations, accelerates brand awareness, and providing competitive position in
business environment. Majorly considered content in content marketing are Blog posts, Ebooks,
videos, Podcasts, etc. This marketing technique involves creating several campaigns and trends
for the promotion of companies and their products. Website has been promoted with content
marketing technique with considering various aspects prior to this decision. For instance, these
aspects are specific audience, particular problem solved for audience, uniqueness, channels,
efficiency with this method, etc. This method allowed promotion of website with providing
information of goals, activities, methods, functions, resources, etc. in various form of content.
Moreover, these efforts will lead to attract more people in going through these advertisements
according to their preferred content means. This marketing technique requires high level of
creativity and consistency in putting efforts in bringing out these marketing activities. The tools
used for content creation in this technique are Feedly, BuzzSumo, BlogAbout, CoSchedule
Headline Analyzer, etc. Appropriate and effective content means and targeting efficient
audience could lead in attracting higher number of audience (Sacks and et. al., 2018).
Recommends metrics and analytical software to measure the effectiveness of the digital tools
selected
The metrics and analytical software is foremost important framework for businesses that
used in order to track the effectiveness of these marketing tool. Below are the some metrics and
tools that used in order to track down the performance of above digital marketing techniques.

Through this reliable data been collected that succours into improvise the future operations
through taking the effective decision to moving forward. Below are the some metrics that used
for customer engagement;
Audience growth rate- Through the use of such metrics will help in order to measures the
speed of your brand image over the social media websites. Through this metrics the mentioned
company can easily track their social media existence whether it is increasing or decreasing. It
also plays a major role in order to get the information of your competitor through analysing the
growth rate data (Thompson, 2018).
Traffic by source- this is one of the most accurate and exact informative tools that provides
the source of visitors that shifted through several websites. It creates the most customer value
proposition for the brands In order to enhance their market identity. By this mentioned company
can easily focuses on the sources through which less traffics were generate. By the use of
google analytics website traffics can be sourced easily that includes direct visitors, referral,
social as well as organic search. Since the mentioned company can focus into adjusting their
marketing strategy in order to attract the more audiences towards their process through using
the reliable advertising sources from where they can get the good response of customer traffic.
Bounce rate- This metrics gives the overall scenario of the people who leaves the apps by one
time visiting the website. By the use of this metrics can help the company in order to find the
reason for leaving the website i.e., it can because of more loading time, error in page loading
etc. through this metrics the organisation can easily reduce such threats through their website
that will ultimately succours into generating the more traffic and customer base. By developing
the more effective websites as well as reducing the load time can easily reduce the bounce rate
for mentioned company (Totten, 2019).
Social engagement- it is the metrics that reflects the total number of engagement and
interaction of audience towards all the social media post. It includes all the clicks, share and
other process that dine by the audiences. Through this metrics the mentioned company can
easily get the informations regard to their social media success. Through this can easily rank
the campaign efficiency in the digital world.
Email open rate- The email open rate measures the number of people that open the email
campaign. This metrics gives the proper data to the firm that how many users actually opens the
email in compare to overall number of customers received the mail. If the opening rate is low

then by forming the proper segmenting list and appropriate sending time can easily enhance the
open rate of emails (Wang, Medaglia and Zheng, 2018).
Conclusion
From the analysis of report it can be clearly said that digital world is the most effective
platforms through which any company or business can create the loyal customer base. It is one
of the most valuable platform in order to encourage the business operations. In the above report
clearly stated the role of website through which audience can easily reach to the company
operations as well as can get the proper insights of their operations. An effective webpage
created more loyal customer base in compare to non effective websites. Further, several
analytical tools were stated that used by the firm to create the more traffic at their webpage. It
helped them developing the effective marketing appearance as well as ease their operation. At
last several metrics were discussed that solely focused into provides the data and information of
the analytical tools that used in digital marketing. Through this customer retention rate as well
as other factors can be improvise in order to enhance the operations.

References
Books and Journals
References
Ghosh, D. and Scott, B., 2018. Digital deceit: the technologies behind precision propaganda on
the internet.
Huda, M., 2018. Empowering application strategy in the technology adoption: insights from
professional and ethical engagement. Journal of Science and Technology Policy
Management.
Irons, A. and Elkington, S., 2021. Enhancing learning through formative assessment and
feedback. Routledge.
Kaur, H. and Garg, P., 2019. Urban sustainability assessment tools: A review. Journal of
cleaner production, 210, pp.146-158.
Lee, J., Cameron, I. and Hassall, M., 2019. Improving process safety: What roles for
digitalization and industry 4.0?. Process safety and environmental protection, 132,
pp.325-339.
Page, S.J. and Connell, J., 2020. Tourism: A modern synthesis. Routledge.
Sacks, R., Eastman, C., Lee, G. and Teicholz, P., 2018. BIM handbook: A guide to building
information modeling for owners, designers, engineers, contractors, and facility
managers. John Wiley & Sons.
Thompson, J.G., 2018. The first-year teacher's survival guide: ready-to-use strategies, tools &
activities for meeting the challenges of each school day. John Wiley & Sons.
Totten, C.W., 2019. Architectural Approach to Level Design. CRC Press.
Wang, C., Medaglia, R. and Zheng, L., 2018. Towards a typology of adaptive governance in the
digital government context: The role of decision-making and accountability.
Government Information Quarterly, 35(2), pp.306-322.