Digital Marketing Strategy for Shoppertrak: Analysis and Recommendations

Digital marketing strategy
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Executive summary
This paper aims to analyze the situation of the company named as shoppertrak which is
part of Tyco. The company is conducting a seminar in relation to social media
transformation. This paper aims to present the relevant information regarding the social
media changes. First of all the relevant introduction is provided. Then the situational
analysis is done which gathers relevant data from different perspectives. After this
SWOT analysis is done that provides information regarding the opportunities and
threats present for the company in the market. After SWOT analysis, objectives are
identified by SMART initiatives and e-marketing strategy is analyzed. The critical
success factors are identified and e-marketing strategy is made on the basis of RACE
framework. Then the budget is provided and the recommendations are given. In the
end, a suitable conclusion is drawn.

Contents
Section one- situation, challenges, market analysis and objectives..............................................4
1 a) Situational analysis and challenges....................................................................................4
1b) objectives.............................................................................................................................7
Section 2 Requirement analysis....................................................................................................8
2a) Analysis of e-market and social media techniques..............................................................8
2b) Critical success factors........................................................................................................9
2c) e-marketing strategy............................................................................................................9
Budget allocation..................................................................................................................12
The 7 S model of marketing........................................................................................................12
Recommendation.........................................................................................................................13
Conclusion...................................................................................................................................13
References..................................................................................................................................14

Section one- situation, challenges, market analysis and objectives
The company considered in this paper is named as shoppertark which is part of Tyco
Retail Solutions. The company is firmly established in the market; it provides retail
intelligence to different retailers of the world with the help of intelligence experts. For the
purpose of deliberating on the topic of social media, a meeting is arranged with all the
relevant stakeholders. This meeting will explore the different options available with the
company. The digital marketing strategy in general and social media strategy in
particular will change to cater to the new and exclusive needs of the organization.
These needs can be analyzed from the social media trends available on social media
sites (Kannan & Li, 2017). The pros and cons of social media campaigns will be clearly
identified to balance the approach of digital marketing. The consumer behavior insights
and Location based analytics will be done in the context of social media trends.
1 a) Situational analysis and challenges
The company has made profit in the last quarter so it is financially viable for the
company to implement the change in the organization (Askanase, 2014). The company
started its business in 1989 and its headquarter is in Chicago, USA. It operates
worldwide and provide its services to global retailers, malls and entertainment avenues.
Use of social media campaigns for the purpose of predicting consumer behavior and
performing location based analytics can proved to be very beneficial for the company as
the company will come to know about the latest buzz in the market. The latest
information regarding the demand of the consumer can be gathered which can then be
passed to retailer and malls. The company needs to have a prudent social media
marketing strategy as well. Traditional marketing techniques need not be completely
abandoned, but definitely, there is a need to embrace digital technology and use the
social media sites to get the insights of consumer behavior (Greene and Kasselheim,
2012).
In addition to this, the digital transformation of the company will give it a competitive
edge. It has been proved by Microsoft that embracing digital transformation is very
much necessary to survive in the market of globalised world. There is need to imitate