Digital Marketing Strategy for Rogues and Rascals Barber Shop

Digital Marketing Strategy
for Rogues and Rascals
Barber Shop

Executive summary
The present report is based on research project that main aim is to have development and
integration if digital marketing for Rogues and Rascals Barber shop. Henceforth, this assignment
is based on to identify the importance of technical advancement for survival of firm in the
present competitive business environment.
It is based on to analyse the massive amount of growth in technologies as social media and
email marketing and impacts on business venture. By correctly implementing the digital
marketing strategies for Barber shop aids to have return on investment to its highest level.
However, the aim of Rogues and Rascals is aim towards to creating digitalised services to
discerning customer base and this will add tremendous value in the eyes of customer.
Henceforth, report has cover the activities as to conduct identify the background of the
enterprise and their suitability relates with integration of technological advancement. SWOT will
be done to conduct situation analysis to recognised the effect of technical changes on the hair
dressing industry. However, this modification in existing digital technologies and future trends as
mobile apps, integration of technical advancement and local dominant technical advancement are
deliberate to complete research paper. Henceforth, it has to be done in terms to enhance
engagement of customers and to reach out to new customers and to retain exist customer. Lastly,
report has covered the impact of digital technologies over the target audience, industry at local
and global level.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Organisation background-...........................................................................................................1
Situation analysis.........................................................................................................................2
Target audience............................................................................................................................2
Objectives....................................................................................................................................2
Channels......................................................................................................................................2
Action plan...................................................................................................................................2
Budget..........................................................................................................................................2
Measurement................................................................................................................................2
References & Appendices............................................................................................................2
Structure & Layout......................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Digital marketing strategy defined as series of action that assist to accomplish desired
company goals through carefully selection of online marketing channels (7 Digital Marketing
Strategies and How to Plan Your Own Campaign, 2018). On the other hand, strategy is term that
derived as plan of action that aids to achieve desired goals. Henceforth, this is inclusive of
channels as search engine optimization, Email marketing, pay per click advertisement, social
media marketing and website design and testing (Watson and et.al., 2018). This is broad term
that defined as to explain number of steps to achieve the digital plan of action. Furthermore, this
is termed out as to promote commodities online through digital channels. It is strategy that
derived the particular course of action.
Therefore, digital marketing tactics as social media are effective tool that not only for to
improve customer services but this also leads to have better relationship with customer by
allowing brands to analyse needs and wants of their customers. Hence, digital marketing strategy
is one of the effective tool that serves as to create more leads for commodities and business lines.
Thus, present report is based on to implement the strategies as digital marketing for the
enterprise as Rogues and Rascals Barber shop. It is firm that provide Barber services to the
customers and this is expert in hairstyle and well grooming products for hairs.
Henceforth, report will cover the things as to produce the digital marketing strategy,
implementation of plan and polices and ongoing management plan for the enterprise digital
activities. Lastly, report will demonstrate ability to prepare and articulate well-founded business
case in terms to implementation of the digital marketing strategies as an integrated strand for the
organization marketing and communication.
Organisation background-
Rascals and rogues is barber shop that provides the services to all ages customers. They are
well expert in hairstyles. Henceforth, they have established their Barber shop in 33 E Main St,
Broxburn, Scotland and this entity has marked with 3.8 star. This is the enterprise that is mainly
engaged in Personal care Barber shop. Additionally, this entity is having good reputation within
the Broxburn streets (Yeow, Soh and Hansen, 2018). Therefore, to have the service the customer
has to book appointment 2 week prior. They have built great reputation within the local area for
providing great hair cut in the comfortable atmosphere. It is the entity that also provides the
grooming products for men and also has great range of hair products. Managing the international

teams develops the greater awareness of the values, behaviours and attitudes of varied culture.
Henceforth, working in international team aids to enhance collaboration and also allows to
brainstorming ideas and skills of individuals. Working at the international level aids to have
diverse knowledge and experience (Henderson, 2005). This is entity that is engages in providing
well grooming service to client with use of high quality products. It is highly recognized existing
business that choose to promote excellent service to their customers.
Therefore, enhancement in innovation, creativity and prosperity aids to grow business
activities at huge level. Technical advancement has made it easier to conduct the business
activities at the global level through improving communication and this is effective to conduct
the working activities effectively (Aswani, Ilavarasan and Dwivedi, 2018). Working with
international teams also brings national and cultural differences and this can also have huge
impact on the working of the Rogues and Rascals Barber Shop (Chaffey and Ellis-Chadwick,
2019). Henceforth, it can be stated that integration of technical advancement plays great role for
having development within the hair dressing industry. Better and advanced technical
advancement plays vital role in terms to create new business opportunities and also allows to
improve the customer experience. Digital marketing aids firms of all sizes by giving access to
mass market at an affordable price. Henceforth, the main advantage of digital marketing is that
the targeted audience can have better and effective services. Thus, main aim of digital marketing
strategy is to promote and sell product and service within the market.
Situation analysis
Rogues and Rascals Barber Shop is working in the hair dressing industry which is
working in Scotland and having different aged customers. So, marketing for this type of
company will be very much important which help them to monitor their number customers
(Chaffey and Ellis-Chadwick, 2019). Marketing is that major activity that provides overall
functions and operation for company guiding them through different phrase. So, for analysing
which type of marketing strategy the company should adopt it is very much essential that they
could analysis their current situation which is possible with help of SWOT or PESTLE analysis.
Strength-
 With the help of social media Rogues and Rascals Barber Shop get increase number of
customers and is also exploring with help of branded channels like that of YouTube or
IGTV.

 It can be added that social media is most preferred platform for engaging with customers
which Rogues and Rascals Barber Shop is using and with its help they interact with their
customers and having more online presence (Graham, Moore, and Miller, 2019).
 The company is also using e-mail marketing tools for more segmentation or promotional
offers to their customers this is useful as they will get to know more about company.
 Rogues and Rascals Barber Shop is also having is very good online review of their
services that they are offering to customers this help in boosting brand value and
attracting more and more customers.
 Rogues and Rascals Barber Shop is using this social media tool that would be helping
them in increasing traffic with use of multiple digital tools including like that of Website
of company, YouTube and Facebook.
Weakness-
 While it can be noted that Rogues and Rascals Barber Shop is not that much aware of
what will be the results of several digital technology.
 The company is also not having clear knowledge of leading trend in industry which is
related with digital technologies.
 There is also lack of research within the barber shop industry which means that company
will not be having any chance for getting proper data or insight for other data (Graham,
Moore and Miller, 2019).
 Rogues and Rascals Barber Shop is also having lack of budget for their online
advertisements cut off as it is small company working into industry.
 If there are any negative comments for the product or service of company than this will
cause negative perception for Rogues and Rascals Barber Shop into market and among
customers as well.
Opportunities-
There will be many sorts of opportunities for Rogues and Rascals Barber Shop include like
that of online tools for managing the data of their customers into industry (Paul, Bhuimali, and
Bhowmick, 2018).
 It can be noted that Rogues and Rascals Barber Shop can also develop their own
application or use website for attracting more and more hair dressing appointment
through it.

 This digital technology will require less amount of budget as compared to traditional
marketing so they can utilise best form of techniques while managing them.
 For providing those with more proper and accurate customer experience digital
technology will be there with the help of integrating digital technologies.
Threats-
 There are several safety and security issue which is faced by companies while they are
providing their online services in terms of appointment (Frishammar, Hernell and
Carlsson, 2018).
 Certain type of laws and regulation of company can hamper the usage of digital
technology which directly impact company.
PESTLE analysis-
It is one of the well-known tool that used in business and marketing planning to review the
broader forces that termed out as macro environment that aids to shao a business. Thus, its
defined in following manner as-
Political- The one of the factor that define as how legal authorities and political system
affect influence the corporate strategy of enterprise. Hence, legal authorities have always been
supportive to various polices that aids to enhance the growth of the enterprise. Technical
innovation impacts politics in financial side (Sousa and Rocha, 2019). Thus, digital technologies
require the less amount of investments as compare to tradition marketing features.
Economic factor- It is the factor that determines the certain economy performance.
Henceforth, components as economic growth, tax policy, foreign trade policy and unemployment
rates covered under it. Thus, integration of digital marketing strategies requires huge investment
but it will require less amount as compare to the traditional marketing strategies (7 Digital
Marketing Strategies and How to Plan Your Own Campaign, 2018). These are the factors that
have direct and indirect effect on the working of the enterprise and this also affects the
purchasing power of the customers. Thus, integration of technical advancement also impacts
over the way companies price their product and service.
Social factor- It is the factor that relates with general environment that represents the
demographic characteristics such as norms, values and customs. However, the components as
age distribution, income distribution, lifestyle attitudes and cultural barrier has wide impact on
choice and preferences of customers. Integration of technological advancement can affect the

price of product and service. So, these factors are crucial at the time of targeting certain
customers.
Technological factor- Innovation within the enterprise may have wide impact on the
operation of the industry. Henceforth, the level of innovation, automation, creation, research and
development, changes within the technical advancement influence the decision of firm to
integrate digital marketing strategies. Thus, technical innovation leads to have faster working and
this aids to create customer satisfaction. By analysing that what firm prefers technical wide can
aids to prevent firm from spending lot of money on developing technology advancement. Herein,
disruptive techniques aids to gain competitive advantage within the enterprise.
Hence, high advanced tool as to use computer scanning machine that can scan the face of
customers. This will help to choose the suitable hair style to customer so that can attract
customers. Henceforth, high advanced tool can gather the attraction of the customers and this can
also lead top have competitive advantage within market.
Environmental factors- It is inclusive of ecological, environmental aspect such as weather,
climate and environment offset as this also affects the industry at the huge level. Henceforth,
technical advancement is one of the significant development and also enhanced productivity that
satisfy the need and also impact the environment negatively. High use of technical advancement
increases gas emission and this affects the working of industry at the huge level (Ardito,
Petruzzelli and Garavelli, 2019). It is the components due to which firm led to getting more and
more people involved in practices such as sustainability and corporate social responsibility.
Legal factors- It is the components that is inclusive of political, discrimination law,
antitrust law, employment laws and healthy and safety laws. Furthermore, growing awareness of
the potential impacts of climate changes can also affect the firm working and how they offer
product and services.
Target audience
To target the customers is crucial action to gain long term retention within market. If
enterprise wrongly target the audience than they are unable to generate profitability. In this
digital era, the entities get actual needs and wants of customers. However, Rogues and Rascals
Barber Shop will segment their audience by use of differ digital platforms. Henceforth, this
enterprise could use segmentation as geography, demographics and psychographics. At this, firm
will look at the age and gender. Rogues and Rascals will create their own website and people can

visit their and can book their appointment as per their suitability (Frishammar, Hernell and
Carlsson, 2018). Thus, this digital marketing approach will be benefited as this will provide
chance to get ease services. Therefore, entity will serve their service to customer by offering low
price and convenient barbershop that is attractive to young adults, middle age women etc. For
this, both men and women will be selected by having attractive haircuts and they also look for
affordability of services. Rascals and rogues is a barber shop that is located within Prescot,
England. It is the busiest street. Therefore, they are trying to take initiative to have use of digital
technologies in this 21st century and to cope up with increasing market competition for business.
They will develop digital marketing strategies for business so that customer can get attracted
towards the services of entity.
Henceforth, the haircut prices are low as compare to their competitors. Thus, primarily
focus is on the low price as indication of value. To attract the customer, they have adopted the
strategy as high-quality hair cut with affordable price rates.
Objectives-
The main aim is to provide comforting yet stimulating services with use of digital marketing
strategies (Yang, 2018). Henceforth, positive atmosphere has to be develop so that customer can
able to relax their body and mind through having advantage of wide range of services. Thus,
objective of the Rascals and Rogues are as-
 Specific- To generate a service base firm whose primary goals is to enhance
customer expectation and to attract 500 new visitors.
 Measurable- To put major, emphasize over quality, originality and world-class
service.
 Action- To create the new and modern hair saloon with use of digital marketing
strategies to customers and increase sales by 10%.
 Realistic- To analyse the need of customer and to know how they are affected by
the technologies and accordingly develop digital marketing strategy for Rogues and
Rascals Barber shop (Frishammar, Hernell and Carlsson, 2018).
 Time- To have enhancement in the number of client service by the at least 20%
within period of six months through superior performance and world of mouth
referrals.

Channels
It is defined as people, organisation and activities that transfer the ownership of goods
from the point of production to the point of consumption. This is defined as way in which
products gets to the end user. Thus, the channels are defined in following manner are as-
Social media- The strategy as social media aids to reach maximum number of customers. In
this digital era, the number of customers use to relay over strategy that aids to gain competitive
advantage within market. Social media strategies are expert in terms to manage online
communities. This is one of the attractive channel that aids to create and oversee the execution of
plan through specific steps to meet out the desired goals and objectives. It is defined as long term
approach that aids to attract customers. However, this is one of effective strategy that helps to
meet the desire goal of the entity (Kumar, 2018). This is inclusive of channel as Facebook,
Instagram, search engine, mobile app, E-mail etc. The Facebook aids to provide the information
as increase and decrease in page likes. Thus, awareness about the new offers and services can be
done with the help of this channel. Thus, total number of followers on the Instagram page aids to
identify the strength and weakness to the firm. Rogues and Rascals has their own website. This is
one of the effective channel as people can visit the website and book appointments as per their
suitability.
Digital display advertising- This is type of online advertising strategy that comes in several
firms and also inclusive of banner ads, rich media etc. It is also termed out as the banner
advertising that conveys text, logos, animation, videos and other graphics. However, this is one
of the effective tool that frequently target users with particular course of action that aids to attract
the customers. It is defined as online advertising that reflects within number of forms as banner
ads, rich media and more. Henceforth, this is attractive channel that mainly based on elements
such as audio, images and video to communicate advertising message. On the other hand, it can
be stated that digital display strategy defined as plan of action that incorporates text, pictures and
logos on a website or search engines. This is one of the attractive tool that aids to attract
customer also aids to build competitive advantage within market.
Email marketing- This is defined as tool that defined as sending of commercial message,
typically to group of people with use of email. Hence, this allows and aids to create targeted and
personalised message. However, it can be stated that this aids to improve response rates to direct
marketing campaigns (Graham, Moore and Miller, 2019). Henceforth, email marketing defined

as effective digital marketing strategies that promote brand and increase sales. Additionally,
Email marketing strategy defined as set of procedures that marker identifies and follows on terms
to gain desired marketing goals from email advertising. This is defined as plan of action that
gives business the direct channel of communication and also allows to have brand promotion. It
is termed out as efficient way that ensures small business that can reach out to customers,
enhance customer base and build their reputation. Thus, Rogues and Rascals can have the use of
this strategy in terms to aware customer about the new services to customer with unique and
attractive messages. Periodically. communication with customers aids to achieve desired
marketing goals from email advertising.
Affiliate sites- This is defined as an affiliate programme and also termed out as an
automated electronic program that involves web advertiser and recruited webmasters. It is one of
the advertising models in which firm compensates third party publishers that leads to firm
product and service (Frishammar, Hernell and Carlsson, 2018). Henceforth, internet has
benefited in terms to increase the prominence of affiliate marketing. Thus, Rogues and Rascals
can have the use of this channel as this works as to promote the product and service to customers
and to gain competitive advantage within market. This is defined as process of earning
commission by promoting commodities within the market. It is kind of creation and product
marketing across the different parties to sell their services.
Search engine optimisation- This is process that defined as strategies, techniques and
tactics that used to enhance number of visitor to website by obtaining high ranking placement.
Therefore, entity needs to have use of search engine as google, bing, Yahoo and other search
engine etc. With the use of this application, the customer within the market can get attracted.
Video advertisements- It is the channel that works as to encompasses the online display
advertisement that have video to attract customers. This is one of the strategic tool that aids to
gain the competitive advantage within market. To create high impact video advertising, Rogues
and Rascals can attract the customers for long term purpose. Thus, video advertising aids to
capture the attention of the target market. This will allow firm to inform quickly and visually
entertainment that creates powerful platform for conversion. Thus, one of the benefit advantage
is that firm can advertise their product and service at the cheaper rate with internet marketing as
compare to other traditional methods (Kim, 2018).

It can be defined as the selection of the suitable source through which the Rogues and
Rascal Barber shop can advertise their goods and services via adopting a effective digital
marketing strategy. Selection of the effective marketing strategy will allow the company to
enhance the sales which results in maximised profitability and growth of the firm (Venkatraman
and Murthy, 2018). Selection of the appropriate channel based on 4 Cs framework model which
describe the selection of the potential strategy, these factors are described below:
Customer
This strategy will allow the company to identify the revenue and profit maximising
strategies which allows the company to satisfy the needs and requirements of the customers. It
allows the Rogues and Rascals Barber Shop to focus on being product-led to companies by
making things that customers didn't want (Aswani, Ilavarasan and Dwivedi, 2018)..
Cost
This digital marketing strategy will allow the company to offer the cost which will satisfy
the needs and requirements on a nominal price. As this digital marketing strategy will allow the
Rogues and Rascals Barber Shop to influence the buying behaviour of the customer.
Convenience
This factor within the digital marketing strategy will allow the Rogues and Rascals
Barber Shop to make the products available easily (Li and et.al., 2018). Therefore, Rogues and
Rascals Barber Shop will have the easy reach and also provides the easy convenience to use the
products and services (Aswani, Ilavarasan and Dwivedi, 2018). Along with this this type of
digital marketing strategy will allow the business to attract more customers as this company has
developed an attractive showroom to provide the First-class hair saloon facilities to their
customers.
Communication
As Rogues and Rascals Barber Shop have expanded the services at their shop so it need
to be clearly communicated to the large number of audience in order to engage more customers
to try such facilities at barber shop. So, this strategy basically focuses on the clear
communication via using strong digital platform to communicate the services to the large
number of audience (Aswani, Ilavarasan and Dwivedi, 2018). It will create the urge among the
customers to try such services once and this will ultimately maximise the profits and sales of the
firm.

Another selected framework for the planning of the suitable strategy to achieve the main
objectives by choosing the effective and efficient marketing channel is the RACE model. This
model will allow the Rogues and Rascals Barber Shop to enhance the customer satisfaction
within the business (Li, Darema and Chang, 2018). According to the RACE model, company
will adopt various different types of strategies in order to increase the reach of the customer. This
framework will allow the company to improve the digital marketing strategy for the company via
adopting various different types of factors to enhance the customer satisfaction such factors are
described below:
Reach
BY adopting this Framework, Rogues and Rascals Barber Shop will increase the
awareness and visits among the customers by almost 30%. company can effectively and
efficiently reach to the large large number of audience by promoting goods and services via most
popular social media platforms such as you tube and photographs on social media.
Act
Rogues and Rascals Barber Shop will also enhance the interaction among the customer
which helps in developing a strong popularity and brand image among the customers (Li,
Darema and Chang, 2018). This will be performed via using the appropriate social media
platforms to advertise the product.
Convert
The company will increase the sales and profitability 2% in a year due to the sales of the
more diversified services.
Engage
In order to retain the loyal customers with the company, this strategy will allow the
customers to offer various discounts and free offerings in order to retain the loyal customers of
the business.

Action plan
An action plan termed out as steps that must be taken in order to achieve the desired goals
and objectives (Samuels, 2018). Thus, action plan includes strategic objectives, outcomes and
output to achieve the desired goal. Hence, the integration of digital marketing strategies will be
done within 258 days.
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Schedul
ed
Outline of the project 30 days Wed
7/10/19 Tue 8/20/19
Auto
Schedul
ed
Situation analysis 20 days Wed
8/21/19 Tue 9/17/19 1
Auto
Schedul
ed
Aims and objectives 15 days Wed
9/18/19 Tue 10/8/19 2
Auto
Schedul
ed
Milestone 35 days Wed
10/9/19
Tue
11/26/19 3
Auto
Schedul
ed
Marketing strategies 20 days Wed
11/27/19
Tue
12/24/19 4
Auto
Schedul
ed
Attractive channels to
gain customer 30 days Wed
12/25/19 Tue 2/4/20 5
Auto
Schedul
ed
Relevant planning
framework 28 days Wed 2/5/20 Fri 3/13/20 6
Auto
Schedul
ed
Allocation of budget 30 days Mon
3/16/20 Fri 4/24/20 7
Auto
Schedul
ed
Monitoring and
evaluation 30 days Mon
4/27/20 Fri 6/5/20 8
Auto
Schedul
ed
Measurement of success 20 days Mon 6/8/20 Fri 7/3/20 9

Budget
Budget termed out as financial plan that includes planned sales volumes, resources,
quantities, cost and expenses etc. This is defined as estimation of revenue and expenses over the
particular period of time to analyse forecasted future expenses. It is crucial technique that works
as to have proper allocation of resources, planning, coordination, control and motivation
(Aswani, Ilavarasan and Dwivedi, 2018). Thus, estimated Budget for integrating technologies in
Barber shop framed in following manner are as-
CAMPAIGN
TYPE QTY
PROJECTED
COST PER
UNIT
PROJECTED
SUBTOTAL PER
MONTH
FOR 6 MONTHS (SUBTOTAL*6)
National
Marketing
SUBTOTA
L
$
2,000.00 12000
Banner Ads 4 $
500.00
$
2,000.00 12000
$
- 0
$
- 0
Local
Marketing
SUBTOTA
L
$
6,200.00 37200
Newspaper 6 $
600.00
$
3,600.00 21600
In-Store
Marketing 4 $
400.00
$
1,600.00 9600
POP 2 $
500.00
$
1,000.00 6000
$
- 0
Public
Relations
SUBTOTA
L
$
800.00 4800
Public
Events
$
- 0
Sponsorship $ 0

s -
Press
Releases 8 $
100.00
$
800.00 4800
Webinars $
- 0
Conferences $
- 0
Client
Events
$
- 0
$
- 0
Content
Marketing
SUBTOTA
L
$
14,400.00 86400
Sponsored
Content
$
- 0
Landing
Page 12 $
1,200.00
$
14,400.00 86400
White
Papers /
ebooks
$
- 0
$
- 0
Social
Media
SUBTOTA
L
$
6,800.00 40800
Twitter 20 $
100.00
$
2,000.00 12000
Facebook 20 $
100.00
$
2,000.00 12000
Pinterest 10 $
100.00
$
1,000.00 6000
Instagram 10 $
100.00
$
1,000.00 6000
Google+ 4 $
100.00
$
400.00 2400
LinkedIn 4 $
100.00
$
400.00 2400
Online SUBTOTA
L
$
3,200.00 19200
Blog 4 $
800.00
$
3,200.00 19200
Website $
- 0
Mobile App $
- 0
Mobile
Alerts
$
- 0
Email
Newsletter
$
- 0
$
- 0

Advertising SUBTOTA
L
$
11,700.00 70200
Online 4 $
2,500.00
$
10,000.00 60000
Print 2 $
850.00
$
1,700.00 10200
Outdoor $
- 0
Radio $
- 0
Television $
- 0
$
- 0
$
- 0
Web SUBTOTA
L
$
6,400.00 38400
Developmen
t 1 $
6,400.00
$
6,400.00 38400
Pay-Per-
Click
Marketing
$
- 0
SEO $
- 0
$
- 0
$
- 0
Market
Research
SUBTOTA
L
$
4,800.00 28800
Surveys 6 $
800.00
$
4,800.00 28800
Impact
Studies
$
- 0
$
- 0
Sales
Campaigns
SUBTOTA
L
$
5,900.00 35400
Campaign A 1 $
5,900.00
$
5,900.00 35400
Campaign B $
- 0
Campaign C $
- 0
Campaign D $
- 0
Campaign E $
- 0
$ 0

-
Other SUBTOTA
L
$
3,165.00 18990
Premiums 3 $
780.00
$
2,340.00 14040
Corporate
Branding
$
- 0
Business
Cards 15 $
55.00
$
825.00 4950
Signage $
- 0
Figure 1: PROJECTED SUBTOTAL PER MONTH

Figure 2: For 6 months

Measurement
Measurement strategies defined as all encompassing plan that works as to organise the
business goals and this must be effectively measured. Henceforth, this is defined as to identify
the gap between planned and actual performance that based on particular planning. If there is any
deviation between then than corrective action is needed to be taken. It mainly performs in order
to identify the strength and weakness of the enterprise after integrating new strategies to the
entity (Theocharidis, Kehris and Antoniadis, 2019). On the other hand, it can be stated that
measurement is the key that optimise process and market campaigns.
Thus, it must be taken in terms to improve the performance and to achieve the result. This
is need to get done in terms to track the implementation and outputs systematically and this also
measure out the effectiveness of programmes. Therefore, it must be done in order to identify
success within the market. Hence, it can be stated that effective marketing campaigns helps to
achieve the marketing success. Therefore, there are some of the common Key performance
indicators that aids to measure the success within market. This, its defined in following manner
as-
Return on investment- Return on investment works as to measure the sales revenue of the
enterprise. This is one of the best KPI to identify the effectiveness of all marketing campaigns
and this also leads to measure the quality of leads so that each thing can be done in better and
effective manner.
Cost per sale- It is also measurement strategy that defines the expense of each sale. This
also defined the total cost of profit out of the total cost (Aswani, Ilavarasan and Dwivedi, 2018).
Cost per lead- It is defined as measurement strategy that identify the cost effectiveness of
marketing campaigns. This is metrics that put major focus over the lead that generated by
campaign.
Increment sales- It is the measurement that identify the contribution of marketing effort
toward the sales numbers. However, this aids to show the effectiveness of marketing campaigns
in order to generate sales. With the help of enhancement in selling the entity can have idea about
the success.
Customer lifetime value- It is one the tool that measures the lifetime value of the customers
with the use formula as average sales per customers that has to be multiplied by average number
1

of time a customer buys per year (Aswani, Ilavarasan and Dwivedi, 2018). It is one of the
effective tool that aids to identify the average retention of the customers.
CONCLUSION
Hereby, it can be concluded that digital marketing strategy defined as series of action that
aids to achieve the desired gaols within the enterprise. Hence, it is defined as holistic approach
that aware the customer about the product and services within market. Additionally, it defined as
marketing of the product and services with the use of digital advancement.
The present report is based on the business activities of Rogues and Rascals Barber shop
And engage in services to the customers and this is expert in hairstyle and well grooming
products for hairs. However, this report is about to integrate the digital marketing strategies
within the enterprise.
Thus, report has covered SWOT and Pestle analysis to identify the situation analysis within the
enterprise and the use of technologies advancement. On the other hand, channels as E-mail,
Digital advertising, vide advertising etc.
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REFERENCES
Books and Journals
Watson IV, G.F and et.al., 2018. International market entry strategies: Relational, digital, and
hybrid approaches. Journal of International Marketing. 26(1). pp.30-60.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson Scotland.
Yeow, A., Soh, C. and Hansen, R., 2018. Aligning with new digital strategy: A dynamic
capabilities approach. The Journal of Strategic Information Systems. 27(1). pp.43-58.
Paul, P., Bhuimali, A., and Bhowmick, S., 2018. Business Information Sciences emphasizing
Digital Marketing as an emerging field of Business & IT: A Study of Indian Private
Universities. IRA International Journal of Management & Social Sciences,(ISSN 2455-
2267). 10(2). pp.63-73.
Sousa, M.J. and Rocha, Á., 2019. Skills for disruptive digital business. Journal of Business
Research. 94. pp.257-263.
Ardito, L., Petruzzelli, A.M., and Garavelli, A.C., 2019. Towards Industry 4.0: Mapping digital
technologies for supply chain management-marketing integration. Business Process
Management Journal. 25(2). pp.323-346.
Frishammar, J., Cenamor, J., Cavalli-Björkman, H., Hernell, E. and Carlsson, J., 2018. Digital
strategies for two-sided markets: A case study of shopping malls. Decision Support
Systems. 108. pp.34-44.
Yang, M., 2018. International entrepreneurial marketing strategies of MNCs: Bricolage as
practiced by marketing managers. International Business Review. 27(5). pp.1045-1056.
Kumar, V., 2018. Transformative marketing: The next 20 years.
Graham, J.E., Moore, J.L., and Miller, T., 2019. Digital marketing to promote healthy weight
gain among pregnant women in Alberta: an implementation study. Journal of medical
Internet research. 21(2). p.e11534.
Kim, J., 2018. Market entry strategy for a digital platform provider. Baltic Journal of
Management. 13(3). pp.390-406.
Aswani, R., Kar, A.K., Ilavarasan, P.V. and Dwivedi, Y.K., 2018. Search engine marketing is
not all gold: Insights from Twitter and SEOClerks. International Journal of Information
Management. 38(1). pp.107-116.
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Samuels, J., 2018. Adoption in the Digital Age. In Adoption in the Digital Age (pp. 29-50).
Palgrave Macmillan, Cham.
Theocharidis, A.I., Kehris, E. and Antoniadis, K., 2019. What is Affecting Customers’ Intention
to Perform Social Media Marketing Activities in the Hotel Industry?. In Smart Tourism
as a Driver for Culture and Sustainability (pp. 375-391). Springer, Cham.
Grodzki, E., Powers, S. and Burnstine, A., 2018. Creating Advertising & Marketing Classes to
Motivate the Millennial and Generation Z Cohort.
Online
7 Digital Marketing Strategies and How to Plan Your Own Campaign. 2018. [Online]. Available
through: < https://blog.hubspot.com/marketing/digital-strategy-guide >.
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