Digital Marketing Strategy

Digital Marketing Strategy
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Table of Contents
Introduction......................................................................................................................................3
STEP 1 Micro and macro analysis..............................................................................................4
STEP 2 Digital Business with Digital Marketing Plan...............................................................6
STEP 3 SMART Objectives of Digital Marketing.....................................................................8
STEP 4 Plan for implementing objectives of Digital marketing.................................................9
STEP 5 Budgeting.......................................................................................................................9
STEP 6 Measuring digital marketing plan ...............................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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Introduction
John Lewis is a British company which operates departmental stores, its banking and
financial services, supermarkets and other retail related activities. The company was founded in
1864 and have many stores in England, Scotland and Wales. John Spedan Lewis is the founder
of the company. The company also sells their products through online mechanism. John Lewis
focuses on mobile shopping, on Christmas day last year 75% of companies online traffic came
from mobile shopping (Minculete and Olar, 2018). It also uses click and collect services which
eliminate middlemen.
The Digital marketing brings a huge relief to the company and the buyers. The
organisation can target their customers and reach maximum population to establish their brand.
Digital Market process consider five steps that are Research, Create, Promote, Analyse and
optimise. These are the steps which company should implement for growing into the market.
Digital marketing strategy is a plan that allows organisations how organisations meet its
marketing objectives through various online modes like social media. Some examples are:
campaigns of social media, building loyalty of customers through emails and many more.
The main purposes of digital marketing strategies are: rising website traffic, increasing
awareness about brand, increasing revenue of organisations and many more.
STEP 1 Micro and macro analysis and marketing plan
Digital Marketing Plan-
Firms, organisations and businesses uses different methods and ways to attract customers
towards their products and services. While looking at position, threats and opportunities of John
Lewis, the marketing plan needs to be logical. The plan is to capture the segment of middle class
and group of mid-aged people as they are the people with aspirational lifestyle. This approach
would help in marketing, capturing and retaining large number of customers (Farrar, 2020). For
the growth of business now it has become necessary to include digital marketing strategy with
other methods of marketing. Digital marketing plans are made to meet pre-determined objectives
and goals. The objectives that are going to be achieved through digital marketing are:
 More sales- To have more communication with the target customers and to find a
solution for their problems and requirements.
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 Larger sales opportunities- Helps the sale by converting more interaction into
opportunities of sales.
 More deals- To help potential customer quickly to overcome their problems and to make
a buying decision.
For the predetermined goals and objectives standards of metrics and accountability are
necessary.
 Increasing more sales from 20 to 80 and new prospect from 15 to 30.
 Increasing sales pipeline from $10M TO $25M
 Increasing deals from 5 to 10 in a month and reduce the cycle of sales from 100 days to
70 days.
John Lewis would take help of digital marketing to achieve and fulfil the aims by
providing content on digital platforms. This content will benefit the company in many ways: to
increase awareness, to form engagement among customers, building relationship to increase
sales, to help in guiding process of decision making, to gain new customers (Mekonnen, 2018).
Social media is one of the best platforms available to companies and organisations to
advertise their products to leads and to the existing customers. By becoming continuously active
on platforms of social media marketers can expand their product and service's reach, bring more
traffic to their website, and make connections with more customers. The plan is to create more
posts related to the product or services and update them on company's social media profile. The
company would promote the different campaigns of marketing through the posts of social media
and would share other useful content. PESTLE analysis: everything you need to know (2016).
Available in: http://pestleanalysis. com.pecialisation then it becomes easier for the marketers to
put out the right and nice content to the targetted customers.
Online strategies used by John Lewis
John Lewis partnership said that as customers are increasingly shopping through online medium,
the company will also become digital first. The company also plans to expand into new areas to
sell products based on Waitrose Garden, farm and John lewis outdoor living. Wait rose's online
delivery capacity was grow to 2,50,000 orders per week. They even launched a series of virtual
classes across John lewis.
The arguments against digital marketing strategy is that the company will become more
dependable on technology. They even have the security and privacy issues. John Lewis also
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