Digital Marketing in Argos Company
Added on 2021-02-19
25 Pages9469 Words119 Views
Professional DevelopmentMarketingDesign and Creativity
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Digital Marketing.
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................1P1 Overview of Digital marketing landscape along with comparison between offline as wellas online marketing activities.......................................................................................................1M1 Opportunities and challenges for digital marketing landscape.............................................3P2 Assessment of key consumer insights and trends that are important in growth of digitalmarketing.....................................................................................................................................3LO2..................................................................................................................................................5P3 Analysis of different digital tools in comparison to various physical channels includingbricks & mortar............................................................................................................................5M2 Different digital tools that can be utilized in organization to fulfil marketing requirements7P4 Growth of e-commerce along with digital marketing channels in contrast to differentphysical channels ........................................................................................................................7LO3 .................................................................................................................................................9P5 Establishment of digital marketing plan as well as strategy to generate multi-channelabilities.........................................................................................................................................9P6 Evolution of Omni-Channel marketing................................................................................14M3. Tools and techniques to plan a full proof omni-channel campaign..................................15LO4................................................................................................................................................15P7 Evaluation of performance metrics and measurement techniques within digital marketing ....................................................................................................................................................15P8 Various actions and plans to enhance digital marketing performance.................................17M4 Evaluation of applications of performance matrix and digital measurement techniques ...19CONCLUSION..............................................................................................................................19REFERENCES..............................................................................................................................21
INTRODUCTIONDigital marketing can be defined as a way through which advertisement and marketing ofproducts and services can be done via advanced technology like mobile phones, email marketing,social media marketing and many more. In order to do digital marketing it is important fororganizations to understand digital landscape and develop digital marketing strategies (Kotlerand et.al., 2017). Optimal use of digital marketing helps the organizations to connect with theircustomers, understand their behaviour, attitude, experience and attitude towards the organizationand its products or services. Today most of the companies are focusing on doing digitaladvertising and advertising as it aids them to reach wide range of customers. Digital marketinghas various benefits such as: it is quite cost effective and reduces marketing expenditure,provides a platform to connect and communicate with their customers, provide better pre andpost sales services. This assignment will focus on Argos, which is a British catalogue retailerwhich mainly operates in United Kingdom and Ireland. They have more than 800 retail storesand have more than 29,000 employees. This assignment will lay emphasis on overview of Digitalmarketing landscape and comparison of offline and online marketing concepts, analysis ofconsumer insights and trends that is fuelling digital marketing, opportunists and challenges ofdigital marketing, digital tools, hardware and platforms used for digital marketing, digitalmarketing plan and activities and different methods of monitoring and measuring digitalmarketing.LO1P1 Overview of Digital marketing landscape along with comparison between offline as well asonline marketing activitiesDigital marketing is basically the marketing and advertising of services and productsthrough various kinds of digital technologies such as internet, display advertising, mobilephones, social networking sites, emails and any other kind of digital medium. Digital marketinghelps the organizations to connect with their audience or customers in a more efficient manner(Chaffey and Ellis-Chadwick, 2019). As There are various digital marketing tools such as socialnetworking sites that are used by large number of people. This large use of digital technologiesmakes it much more easier for the organizations to reach their targeted customer's. In otherwords digital marketing can be defined as marketing efforts done by the company using any kindof electronic or digital device or platform. This is one of the best way for the companies to reach1
to their customers in an efficient manner and fulfil their needs and requirements byunderstanding them. It has been observed that today most of the customers prefer to use digitalor electronic technology rather than using old methods for many things such as shopping,surveying etc. It has been observed that usage of digital marketing by the organisations isincreasing year by year. This digital technology can help Argos to understand their customers ina better manner and can provide them with improved services and products. It has also increasedtheir scope of marketing and has helped them to increase their customer base as well becausethere are wide variety of tools, platforms and technologies that help companies to do digitalmarketing of their products and services (Lilien, Rangaswamy and De Bruyn, 2017). It hashelped companies to reach their customers, influence them to buy their products or services.But for this, companies need to understand all the evolving stages of digital marketing.Today stages of digital marketing and advertising are constantly evolving and changingincluding mobile applications, email marketing, pay per click advertising, search engineoptimization and many more. This is called digital marketing landscape which helps in brandpositioning as well. In other words digital landscape can be defined as digital communication achannel that are adopted by organizations or businesses and is used by customers or consumers.Increasing use of digital marketing and advertisement has increased the complexity andimportance of digital landscape as different kinds of digital tools, technologies and platforms hasevolved and their usage has increased (Pelsmacker, Van Tilburg and Holthof, 2018). Todaycorrect and efficient usage of digital marketing landscape is quite important to increase as well asattract new customers and increase their customer base as usage of these digital technologiesamong customers is also increasing day by day. Many times this digital landscape helpscompanies to identify their competitors in this competitive market and gain competitiveadvantage. As it helps them to understand their competitors’ products and services and bringimprovement within their services and products. Due to this it has become quite important fororganizations like Sainsbury's Argos to adopt and use this digital landscape in an efficientmanner (Cohen, 2017). There are two main types of digital marketing that is being used by companies that are:online as well as offline marketing. The Online marketing is a kind of marketing which is doneusing internet like social communication marketing, email marketing etc. Whereas offlinemarketing is a kind of marketing which is done without using internet like television, radio etc.2
Usage of both the type of marketing is same i.e. to create brand awareness among customers andincrease their overall sales and revenue. However, there are few main distictions between onlineas well as offline marketing which are: online marketing can be measured using Google analyticsor any other tool whereas there is no efficient way to measure offline marketing done bycompanies. Online marketing is a continuous process that provides long term exposure whereasoffline marketing can only be done for a short period (Manser Payne, Peltier and Barger, 2017).Online marketing can help the organizations to target large number of customers whereas offlinemarketing can only target limited number of customers.There are various benefits of digital marketing such as: it is one of the most powerfulmarketing tool or platform which helps the organizations to reach wide audience. It is one of theeasiest and cost efficient ways of doing marketing as most of the tools, platforms andtechnologies used for digital marketing is free of cost (Tamaki, 2018). It is one the most easy andefficient way of marketing which can help the organizations to measure their success within afixed interval of time. It allows the business to reach their target audience.M1 Opportunities and challenges for digital marketing landscapeDigital marketing can be used as one of the most important tool by the organizationswhich can help them to reach larger targeted customers through better digital marketingstrategies. However, there are many challenges that can be faced by organizations such as:Competition in this field has grown to such extent that if any organization want to gaincompetitive advantage then they need to introduce something unique so that they can gaincompetitive advantage using digital marketing.P2 Assessment of key consumer insights and trends that are important in growth of digitalmarketingCustomer understanding and insights importance in development of digital marketingactivitiesIn today's world it is extremely essential for companies to think about their customers,their needs and requirements. As it helps them to build marketing strategies for their products orservices. If marketing strategy build by the organization is not accurate or proper then it willimpact the overall sales of their products. Customer insight helps the organizations ininterpreting their customer’s attitude, behaviour towards the product or services provided by theorganization. It helps in increasing the effectiveness of the services and products for customers3
which eventually help them to increase sales of their products. In other words understandingcustomer's insight and understanding for the brand and their product helps the organizations tounderstand the reason behind their behaviour, attitude, and perception of their clients orcustomers towards their products or services (Medina, Coelho and Bellido-Pérez, 2017). It hasbeen observed that today fashion trend and marketing is continuously changing which are impactcustomers views, perception towards all the products and services that are being offered by theorganizations. This continuously changing market and fashion trend is forcing companies tobring changes among marketing of their products and services. Companies need to build correctmarketing strategies especially for digital marketing all the tools, technologies and platforms likesocial networking sites, emails and various others. Not only this due to advancement intechnologies, digital marketing landscape is also changing which is impacting digital marketingstrategies (Melero, Sese and Verhoef, 2016). Due to this, continuous evolution in technology,market and fashion trend customers understanding and insight towards the brands and usage ofdigital technologies is also changing. As a result organizations like Argos need to bring changesand develop digital marketing activities that are used or done by them. Argos need to focus on allthe digital marketing activities adopted by them in order to increase sales of their products andservices as well as increase focus on the tools and technologies they are using. This will helpthem to remain in touch within their customers and understand their insight, perception (Dunlop,Freeman and Jones, 2016). They also need to try other platforms that are used by the consumerswhere they can do marketing of their products and services.Challenges and impacts of digital marketingThere are various challenges that are associated with digital marketing. The waycompanies face those challenges can impact an organisation both positively and negatively (Cantand Wiid, 2016). The main focus of most of the organizations has shifted from their productsprice and profit to customers preferences, experience and need associated with the brand andtheir services and products. Digital marketing has made a huge impact on organizations asbecause of digital marketing has exposed their products and services due to which theyconstantly need to bring changes within their products and services like lowering its prices,improve its quality, introduce new additional features etc. Digital marketing has also shiftedorganizations focus from their brand and suppliers to their customers needs, their expectations,their experience and requirements. They constantly try to fulfil their customers need and try not4
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