Digital Marketing Strategy

Digital Marketing Strategy
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
1. Situation Analyse.....................................................................................................................3
2. Linkage of business with digital marketing strategies.............................................................5
3. Objectives formulation.............................................................................................................6
4. Implementation plan to meet the objectives............................................................................6
5. Budgeting.................................................................................................................................8
6. Campaign measurements.........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11
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INTRODUCTION
Digital marketing denotes to any operative promotional efforts or belongings. Some
examples of digital marketing include email marketing, pay-per click marketing, social media
marketing, blogging etc. With the help of these sources company is able to introduce with the
peoples and convince their consumers to purchase and opt for their services. This project will
study about the steps taken by the Ebay while creating the digital marketing campaign including
analysis, formulation of objectives, planning, budgeting and measurements (Alassaf, 2020).
MAIN BODY
1. Situation Analyse.
PESTLE Analysis-
Ebay PESTLE analysis concern the investigation of possible impact of these cause on the
bottom line and long-term development chance of the e-commerce giant (Perera, 2017). It is a
model which is imperative for the firm such as Ebay as it helps to improve the business
continuous and to understand the changing environment. The elements of PESTLE analysis are
as-
Political Factor- Ebay is a leading E-commerce website having a huge market all over the world
which is affected by different political factors like the activities of trade union, freedom of the
press, the extent of corruption etc. The authorities help for the e-commerce segment and the FDI
norms that determine the functions of the countries especially in the market of the Ebay i.e., the
European union and UK. The government has made different rules for the respective state while
putting different taxes on the e-commerce retailers as they need to pay as according to the selling
of the goods.
Economical Factor- The economy issue based on the stability of the country majorly in
European union and UK while increasing the available income in developing state, employment
rate, inflation rate, the economic recession of the state. The value of the UK dollar if fluctuate it
will have a great impact on the operating expenditure and net sales (Božić-Kudrić, 2020). Ebay
helps the nation to grow the economy by creating jobs, especially in the United Kingdom and the
United States.
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Social Factor- Ebay fulfils the needs, wants and desire of the customers. In modern era every
person wants to sit at home and have their orders delivered (Safanta and et.al., 2019). The
customers are very health conscious and changing their food habits, the Ebay execute the entire
desire of the youth and satisfy the consumers.
Technological Factor- The entire online retail market depends on the appropriate acceptance of
the technology as the Ebay required more advanced techniques so that they can compete with
other online retailers. Ebay always try to provide new services by innovating their working
performance, this factor will increase the efficiencies of IT resources.
Legal Factor- This factor affect the Ebay consumer protection laws, discrimination laws, data
protection laws related with e-commerce enterprise. The Ebay must adopt the changes of the
import and export regulations (Hanlon, 2019). There is a modification in improving the
environmental protection concept on enterprise. This factor will rise the opportunity of product
regulation.
Environmental Factor- Ebay incurs a major share of the income as it deliver products all around
the world ordered by the different customer's and occurred large part of business. Its having an
impact on the sustainability of the business. The environment issue will increase the popularity
of low-carbon lifestyle.
SWOT Analysis-
The key internal and external factors affecting the property of the organization's project
undertaken are described in this model. The SWOT analysis include-
Strength- Ebay is a strong brand offering different products and satisfy the customer while
efficiently deliver the products with a low cost model. As the company enjoy the first movers
advantage in cloud services. Ebay focuses towards the betterment of the customers and
determine the effective leadership and globally recognize the brand towards the customers.
Weaknesses- Ebay is part of an excessively thin diversification strategy that builds on the core
expertise of online retail books and enables them to invest in new fields. (Bakhtieva, 2017). Its
having near zero margin towards the products cause Ebay offering free shipping to its customers
and occurs huge revenue and high volumes that has not able to translate the meaningful profit for
the company and unable to deal with the Chinese counterfeit goods.
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