Digital Marketing Strategy for Uniblue Systems Ltd

This document discusses the digital marketing strategy used by Uniblue Systems Ltd to promote their robotics products. It includes a situational analysis, specification of objectives, online segmentation, targeting, and promotion strategies. The document also describes and justifies the digital marketing tactics used, such as SEO and search engine marketing.

Digital marketing strategy
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Situational analysis......................................................................................................................3
PESTLE ANALYSIS -................................................................................................................4
Specification of two digital marketing objectives.......................................................................4
Online segmentation, targeting and promotion strategies............................................................5
Description and justification of digital marketing tactics used....................................................7
Campaign performance, budget and key performance indicators (KPI's).................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
In such a technological era there is high use of technology and other tools and software in
business operations. It has transformed the overall way of doing business and increasing
efficiency of it. Similarly, now marketing is done with a new concept and idea. Digital marketing
is used in promoting of products and services. It is way of using internet and other social media
to advertise products in effective way (Bala, and Verma, 2018). However, the scope of digital
marketing is wide as it cover other areas such as SMM, e mail, chat box, etc. besides that, it has
provided a new way to attract more people in less time. Moreover, it uses various platforms such
as social media, internet, etc. basically, there are two ways in which digital marketing is done
that is offline and online. Companies is easily able to create awareness of their products and
services in other markets as well. They are able to generate traffic on their website. A digital
marketing plan consists of activities that are to be used in advertising and promotion.
Uniblue systems Ltd is considered to be leading software vendor which is efficient more
level of delivering innovative system which will helpful in the improving the company
performance. The company is being identified as one of most successful one which is
experiencing the more level of impressive growth with having inclusion of products such as
RegistryBooster, SpeedUpMyPC, Driver Scanner and Power Suite (Chester, and Montgomery,
2017). Now, they want to promote robotic products within the market. The products are robots,
machines, etc. For this they require an effective digital marketing plan so that target audience is
attracted.
MAIN BODY
Situational analysis
It is technique that refers to collection of methods that managers uses to analyze the
enterprise capabilities to undertake internal as well external environment to understand entity
capabilities, customers and business environment (Busca and Bertrandias, 2020). Uniblue system
Ltd marketing objective is inclusive of the range of marketing communication tactics in which
customers are giving awareness in terms of new products and services. This is leading software
enterprise that is taking initiatives to develop robotics system to deliver innovative system that
can aids to manage the cost effective marketing programs. Henceforth, situation analysis is
conducted in following manner as-:
SWOT analysis-
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 Strength- Uniblue system Ltd is distributing its commodities at global level. Therefore,
this entity has the large market share and this mainly focus on innovative approaches
allows the customization of products and this entity has unique competitive advancement
in market.
 Weakness- The chosen enterprise is weak in managing the managerial effectiveness as
this entity has less creativity and growth (Rai, 2020).
 Opportunities- The entity is growing in software market and in developing technical
advancement to market products with help of innovation. To have the use of robotics
approach will be one of the effective approach to have expansion in market share.
 Threats- The threats of quoted enterprise is inclusive of the competition that is increasing
day after day. Therefore, the other threats are natural, economic and political situation.
PESTLE ANALYSIS -
 Political- In the last couple of years, Uniblue system Ltd has run into several political
issues. Thus, EU is changing the privacy regulations recently and this is highly affecting
the working o the enterprise. Political situation can directly affects the profitability and
revenue to quoted entity.
 Economic- Uniblue system is highly affected by the current stated of the economy.
Therefore, poor relationship among international firms leads to bad relationship and this
enhance inflammation or prevent importing and exporting of materials.
 Social- Each entity needs to understand social and cultural forces of their business. In
addition to this, to keep track of cultural changes can negatively affects business
activities. Therefore, stable attitudes about leisure commodities that leads to Uniblue
system Ltd to continually innovate products (Aswathy band Nair, 2020.).
 Technological- With advent of technical advancement, the entity is gaining competitive
advancement. Keeping up on the innovation the entity is taking the initiatives to produce
robotic commodities to bring out more advanced commodities to customers. Thus,
company can experience the growth after the adoption of robots, machines, etc.
Specification of two digital marketing objectives
The main object of marketing plan is to assist the company to attend the short term
objectives that bringing the entity closer to accomplish long term preferences goals. Therefore,
the main aim of chosen entity is to develop plan of action for short term to address the changing
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needs of customers, changing life style, social trends etc. It can enhance the brand image and
brand awareness of enterprise. Henceforth, the main objective of the marketing plan are outlined
in following context such as-
 To increase the market share and sales of Uniblue sales Ltd within coming one to three
years through the use of innovative marketing strategies.
 To increase robotic approach and brand affiliation within the further six months.
 To analyze and evaluate the consumers needs from consumers feedback.
Online segmentation, targeting and promotion strategies
In segmenting, targeting and positioning plan of actions firstly decides the type of
consumers that exists. Therefore, this decides the customers they wants to serve and lastly
communicating the firm products and services to chosen market segments. Hence, segmentation,
targeting and positioning strategies outlined in following context such as-:
Online segmentation- This is inclusive of grouping the customers within the similar segments
that may have similar characteristics and this respond to marketing actions in similar manner. In
market, there are number of segments such as demographics, psycho-graphics and behavioral
etc. In order to conduct the successful marketing campaign this is crucial to develop specific
marketing strategies to undertake the segments effectively. However, marketing segmentation is
one of powerful tool that helps to connect deeply with customers. So, chosen entity divided up
the consumers on the basis of shared needs, desires and preferences. Therefore, Uniblue system
Ltd is taking steps to develops product and bring out innovative products with robot, machine
etc.
Therefore, the demographic segmentation is inclusive of the both genders i.e. males and
females who are young professional who are among the age of 20 and 48. Therefore, consumers
income segments market of chosen entity are the consumer with the income of middle class
consumers. It can attract the young generation as they are more attracted towards the
technological advancement such as robots, machine etc. As per the psycho-graphics
segmentation of chosen entity are working and middle class as they have busy life styles. Thus,
use of robots and advanced machine can aids to provide them leisure moments. In accordance
with the behavioral segmentation the entity will choose the customers who are conservative
about the quality of commodities they are purchasing.
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Targeting- In order to accomplish the given marketing objectives, the chosen entity must aim to
target the consumers who has mostly relay over the high innovation and resources.
Positioning strategies- This is relates with creation of brand image of the commodities in the
mind of consumers. Therefore, the firms are using positioning map to assist the customers and
also creates the marketing positioning for their offerings. In addition to this, it can be stated that
the positioning map is needs to framed out as this is based on perception of consumers and this is
called out as positioning map. Thus, positioning map helps the companies to undertake the
investigation as where they are positioned presently and where the firm needs to get in future
course of actions. Thus, it can be stated that positioning map of the chosen entity needs to be
shown with reference to company current competitors. In the present era, the Uniblue system Ltd
has positioned in the market as market with affordable pricing in terms to highly quality and
effective modernity in their commodities and services. In this digital marketing plan, the entity is
positioned as brand that is more premium and high in product quality. To promote their products
in the target market the entity will have the use of modern marketing approaches such as online
advertisement, print and media etc.
It is necessary for Uniblue systems Ltd to select their target audience so that strategy can
be implemented. Also, marketing strategies are developed on basis of it. For that target audience
has to be selected. Here, STP concept has been followed in it which makes it easy to select target
audience. In this there are various types of strategies followed as well. It is defined as
Segmentation- it is a type of strategy in which entire population is segmented on basis of various
factors. This is done as is useful in finding out target audience and attracting them. However,
there are different types of segmentation which is done in here such as demographic,
psychological, geographic, etc. in demographic the factors are age, gender, in geographic it is
area or region wise. However, for robotic product the organisation will use geographic
segmentation.
Targeting- this is a strategy in which on basis of above factor further segmentation the target
people are chosen. It makes more specific to select those audience and promote products to them.
Positioning- it refers to the strategy where main aim is to position products in the market.
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Description and justification of digital marketing tactics used
Digital marketing strategy is detailed plan of using digital tools and tactics in order to
promote and advertise products and services (Durmaz, and Efendioglu, 2016). It is a pathway of
how to approach to target audience and create awareness about products and services. Also, it
consists of many other things such as what tactic will be suitable for what type of target
customer. Besides that, for how much specific time each tactic will be used. In addition, the
tactics contain a budget as well that how much funds is to be required for implementing digital
marketing tools and tactics. The main thing that is included in it is goals and objectives that has
to be achieved. Alongside it, there are some measures and standards mentioned in it through
which performance of digital tactics is evaluated. This is because it gives insight about whether
goals are been attained or not. If not than changes are made into tactics. In context of measures,
key performance indicators KPI's are included in it (Fahad, and Tran, 2019). They are those
factors through which performance is measured (12 effective digital marketing tactics in 2020,
2020).
Furthermore, it has been evaluated that digital marketing tactics are based on three
concept that are as follows :
Attract more prospects – it is the main concept of use of tactics. Here, aim is to attract more
customers and increase traffic on website. Also, for launch of new product this concept in tactics
is used. There are different digital tools used through which traffic is increased. They are E mail,
SEO, PPC, etc.
Convert leads- in this the focus is to generate more leads and convert them. So, if once traffic is
generated then goal is to convert prospectuses into leads. For this as well there are various digital
tools used like videos, lead nurturing, etc. (Gkarane, Efstratios-Marinos, and Vassiliadis, 2019)
Close sales - here, if leads are not converted into sales than use of digital tactics is useless.
Thus, it is important to convert prospectus leads into final sales.
Similarly, Uniblue systems Ltd has also developed an effective digital marketing strategy
in order to promote and advertise their robotics products. In this they have formed 2 specific
goals and objectives. Through that, it has become easy for them to proceed in efficient way.
Alongside, they used different digital tactics and tools in order to create awareness about robotics
products. This has enabled the company to create awareness within target audience. However, it
was essential for them to use different tactics and tools so that more people can be attracted. In
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present times, it has been identified that there are many new trends and tactics which are been
used in digital marketing (Ivanov, 2019). It has allowed organisation to expand area of
promotion and advertisement. Moreover, they are able to attract more people with help of those
tools. The different types of digital marketing tools used by Uniblue systems Ltd are as follows :
SEO – search engine optimization is tactic to generate more traffic on website by generating
results through un paid, organic traffic outcomes. Here, the website page is displayed at top of
search engine when user tries to search for particular thing. Moreover, search engines scans,
crawl, etc. various pages and sites to find out which one is better. Generally, in this keywords are
used, site is optimised, etc. and then accordingly ranking is given to it. Thus, Uniblue systems
Ltd also used SEO in which they used organic words such as robotics, robot, machine,
automatic, etc. were used in order to generate traffic on website. With that, people started
searching it on various search engines. Therefore, it resulted in increasing traffic on company
website. This digital marketing tool was highly used and effective for attracting people towards it
(Machado, 2018).
Search engine marketing – in this tactic business use paid marketing in order to increase traffic
on website. Here, the ads appear on search engine pages. Thus, advertisers bid on keywords
which are used to search it on search engines for specific product or service. Then, these ads pop
up on it. So, when user click on it they directly go to website. The ads are known as PPC pey per
click. Furthermore, it comes in various forms such as small text, product based, visuals, etc.
through that, customer is easily able to get relevant and brief info about product or service.
Uniblue systems Ltd used this tool and displayed ad on those potential customers who are
interested in buying robotic products. This enabled in converting leads into sales. Apart from it,
there was high rise in website traffic (Nikunen, Saarela, and Isohella, 2017).
Content marketing- it is a tactic in which marketing is done by writing content on many websites
and pages on social media. Also, blogs are written of particular product or service on various
social media platforms. Within content it is written about features, use of product and other detail
of it. Basically, content is then published via SEO. Likewise, company used this digital tool to
attract people. They focused on native ad, influencer marketing, mobile content. Through that,
they were able to attract target customer. Moreover, the tactic was highly helpful for them in
generating awareness and increasing traffic on their website. Along with it, they integrated SEO
in it which allowed them to move top in search engines. The content written was short and
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specific so that it is easily understood by people that what message is been conveyed by
company regarding new product (Pham, 2019).
Responsive web design- this digital tactic is based on behaviour of customer. It means that
design and development has to be according to customer behaviour. It uses various things such
as layout, images, CSS media queries, etc. here, HTML coding is used to adjust website on all
devices easily. Hence, customer who is viewing a website on desktop and wants to switch it to
mobile then responsive web design is used. This set webpage view and changing page dimension
and scaling. So, Uniblue systems Ltd used this tool in their digital marketing strategy. It enabled
customer to view website on any device easily. They were able to access it on mobile, laptop,
etc.
E mail marketing – this is another digital tool in which marketing is done by sending e mails to
target audience. Here, the lists of target audience is found out and then e mail is sent to them
regarding product. It is most effective tactic that is used. Thus, Uniblue systems Ltd also used e
mail marketing tool in order to generate leads (Ponomarenko, 2018). They sent many e mails to
large number of people. In e mail it was written about entire details of robotic products, price,
features, working mode, image, PDF, etc. this allowed organisation to generate leads by
attracting people. They were able to receive back some enquiries and queries about robotic
product as well. Besides that, they written content in e mail as well so that customer can get
detailed info about new product and services offered.
Social media marketing- this is the most effective digital tactic that is used in digital marketing.
Here, there is use of social media platforms to attract people. Other than this, it only require
some content with images and some brief info about product and service offered. Besides,
company info and name is displayed on social sites as well. Likewise, Uniblue systems Ltd used
this tactic and advertised robotic products to target people. For this they used several social
media platforms such as Facebook, Instagram, twitter, etc. on that sites they displayed content of
product with some images. In addition to it, on Facebook they created an official page of
company and posted update of new product on it. In similar way, on Instagram they posted
update about robotic product with some images and videos (Rossi, 2018). On Twitter they
tweeted about it. Therefore, in this way company did social media marketing and attracted large
number of people. Furthermore, they did analyse their posts on these platforms and did respond
to comments of audience. So, it was helpful for them to generate awareness with use of SMM.
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Marketing automation- it is tool in which there are various process of managing marketing
campaigns. Also, different marketing channels are managed automatically. It helps in attracting
the target customers easily with use of automated message generated from e mail, social, web
media, etc. these messages are sent to people automatically. They are known as workflows.
Generally, it is used in online marketing. it helps with lead generation, nurturing, and scoring, as
well as with measuring overall ROI on campaigns. The time- and cost-saving effects of
automation increase as an organisation grows in size and complexity. Uniblue systems Ltd used
this tactic where they sent a large number of messages to customer via e mail, web, social media,
etc. By this they were able to attract them and generate leads (Seng, 2016).
Video – in this digital tool generally marketing is done with help of creating and making a video.
Then, the video is promoted on various social platforms. With help of graphics and 3 D images a
video is made. The aim is to attract customers via visual ads. Generally, video tactic is used on
platforms such as You tube, instagram, etc. in that, overall video of product is shown along with
it price and features. Apart from it, video made is short so that customer mind can be focused. In
present times, video digital tool is been highly effective. Therefore, Uniblue systems Ltd also
used this tool to attract people. They developed a creative and attractive short video in which all
details regarding robotic product was mentioned. Then, video was uploaded on various
platforms. It was useful in conveying a message to audience and attracting them (Solutions,
2017).
Local search marketing – here, it is a tool to promote a physical business but in this face to face
interaction is done with customers. Usually, SEO is used in this which provide info about
business and other local word. By this advertising and promotion is done which is useful in
attracting customers. It was not highly useful for Uniblue systems Ltd as they did not have much
time to promote robotic product by face to face interaction. But to some extent it was helpful in
advertising.
Remarketing – in digital marketing, remarketing is a tool in which ads are shows or displayed to
people who have already visited the website. This helps in reminding them about new product or
service. Along with it, remarketing is useful in converting leads to sales and reaching out more
potential customers. It is cost free and effective marketing tactic used. Also, it allows business to
move its sales cycle fast (Subramaniam, Singhal, and Hopkinson, 2019). So, the company used
this tactic in order to increase sales of robotic product. It resulted in increasing sales of product to
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a large extent. They run a campaign on their website to convert leads to sales. For this they used
Google adwords in which ads were displayed on visitors browser.
Influencer marketing- this type of marketing is done in digital strategy where business attract
those customers who have shared some link, image, etc. of product on their social site or any
other website. These are those people are having a strong social presence on social platforms.
Through that, they are able to attract other people. Apart form it, company also tries to influence
them on basis of different activities.
Revisiting landing pages – A landing page is a webpage where customer lands when they visit a
website. On basis of that, it becomes easy to find out that how much time they have spend time
on landing page. In digital marketing the most important is landing page as it is first interaction
of customer with company. By revisiting landing pages it is easy to find out that how many
people have again visited the landing page. Moreover, they were previous customers or new
ones. Thus, changes are made in landing page if there is decrease in number. Alongside it is
evaluated that what they clicked when visited it (Bala, and Verma, 2018). Similarly, Uniblue
systems Ltd also used this tool in attracting customers. They revisited landing pages and find out
who were people that revisited page and spent time on it. With help of that, company was able to
make changes in webpage and convert leads into sales by identifying prospectus audience.
Therefore, these all are the digital marketing tools used by company in order to promote
robotic and other related products. They used different tools at different times as per their goals
and objectives. Furthermore, the outcome obtained from each tactic varied as per its features.
Along with it, a proper digital marketing strategy was developed to ensure that all tactics is
applied in effective way to advertise. Also, SMM , content and video marketing tool was mostly
used by company. It enabled in getting more positive outcomes as compared to others. In
addition, SEO was integrated with other digital tools. This was useful in promoting it in effective
way and attracting more customers. The landing pages was used to find out number of visitor
who visited website. Then, e mail was sent to them in order to convert into sales. In this way,
overall tactics was used one by one and leading to attracting people through several social media
platform such as Facebook, you tube, Instagram, and many others. Company was able to attract
prospectus, convert leads and close sales (Chester, and Montgomery, 2017). However, there are
some measures and standards mentioned in it through which performance of digital tactics is
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evaluated. This is because it gives insight about whether goals are been attained or not. Besides
that, many changes were made into use of tools as well.
Campaign performance, budget and key performance indicators (KPI's)
The present report is based on digital marketing campaign of Uniblue system Ltd, this is leading
software vendor that is more efficient for the delivering innovative system which will helpful in
the improving the company performance (Kasilingam and Thanuja, 2020). In the present era, the
entity is taking bring product development and introduce advanced robots and machines to
facilitate more leisure moments to people. For this, marketing plan has been framed out with
objectives such as-:
 To increase the market share and sales of Uniblue sales Ltd within coming one to three
years through the use of innovative marketing strategies.
 To increase robotic approach and brand affiliation within the further six months.
 To analyze and evaluate the consumers needs from consumers feedback.
Therefore, the present marketing plan went well as this has helped to increase the market
share and profitability with 30% within the six month from campaign has taken place. However,
Campaign Performance helps to designed to bring all of the key metrics concerning the
performance of the entity.
Budget
Budget plan for
marketing mix
strategic
planning
2020 2021 2022
Product
diversification
$ 120 $ 100 $ 80
Maintaining
variety of
products
$ 80 $ 60 $ 50
Warehouse
management
$ 80 $ 90 $ 100
Website creation $ 100 $ 150 $ 160
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Development of
mobile
application
$ 200 $ 150 $ 100
Designing the
email
$ 100 $ 125 $ 150
Creation of
YouTube videos
$ 45 $ 60 $ 90
Blog and
Twitter creation
$ 50 $ 60 $ 80
Social
campaigning
$ 55 $ 70 $ 86
Introducing
electric cars for
distributing the
products
$ 100 $ 120 $ 140
Managing
people
$ 80 $ 100 $ 120
Total marketing
budget
$ 930 $ 1085 $ 1156
KPI's
there were various KPI's which were used to measure the performance of digital
marketing strategy. It enabled in analysing outcomes and on basis of it finding out whether
objectives were achieved or not. Thus, Uniblue systems Ltd used certain KPI's to evaluate
outcomes which is as follows : (Digital marketing KPI's, 2019)
Landing page conversion rate – it is another KPI in which number of visitors who visited landing
page and those who are converted is measured (Durmaz, and Efendioglu, 2016). Thus, the ratio
is find out and then evaluated. Here, many things are included in it such as organic traffic, paid
search, etc. this is useful in measuring it with set goals and objectives. The landing page rate
shows rise in visitors on website.
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Mobile traffic conversion rate – in this the traffic conversion rate of mobile is compared. This
gives outcomes about how many users are been converted who have visited website via mobile
phones. It is useful in evaluating with goals. Other than it, ratio is calculated and difference is
find out about conversion rate through mobile and other devices.
Customer lifetime value – it is a metric used to predict the profit which can be generate from
developing relationship with customers. It is necessary to understand that how CLV is linked to
the Customer Acquisition Cost. CLV is reasonably simple to calculate (Fahad, and Tran, 2019).
It enables in determining the buying history of audience. This information is valuable because it
helps determine whether company needs to invest more into customer acquisition or not.
Customer acquisition cost - This is the another most important metric which has been used by
Uniblue for analyzing the effectiveness and success of marketing campaign. This is basically the
marketing metric which measures average cost for acquiring one single customer on campaign.
Uniblue used this metric for measuring the performance of its new software. Company have
invested a high amount for advertising as well as promoting its new robotics (Nikunen, Saarela,
and Isohella, 2017). Company incurred high CPA which showed that most of the customers have
searched for this new product on its website and tried to acquire as much information as possible.
CONCLUSION
From above report it has been summarised that digital marketing plan of action is series
of actions that can assist the accomplish entity goals with careful selection of online marketing
channels. In addition to this, digital marketing is widely used marketing that aid in current era
and this is considered to be more effective than any other kind of tool. Therefore, the present
report has outlined the business activities of Uniblue systems Ltd and this is considered to be one
of leading software vendor that is efficient and also delivering innovative system that will be
helpful in the improving the company performance. This entity deals in commodities and
services as as RegistryBooster, SpeedUpMyPC, Driver Scanner and Power Suite. However, the
entity has taken steps to innovate the products by creating robots and machines, etc. For this , the
study has outlined an effective digital marketing plan so that target audience is attracted and
productivity of firm can get advanced.
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