Digital Marketing Agency Performance Evaluation

The assignment provides an evaluation of a digital marketing agency's performance. It suggests using pay-per-click advertising to increase website traffic and customer engagement. The report also recommends analyzing costs effectively through organic search and selecting keywords that will increase website visitors. Additionally, it emphasizes the importance of innovation and creativity in digital marketing campaigns. The assignment draws from various sources, including books, journals, and online resources.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Practices in current search engine marketing..............................................................................1
Practices of search engine marketing in different types of industries.........................................3
Different industries and their search engine marketing..............................................................5
Reflection....................................................................................................................................7
CONCLUSIONS AND RECOMMENDATION............................................................................7
Conclusion...................................................................................................................................7
Recommendations ......................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In the current condition of the world digital marketing is the life blood for an
organisation. It is the term which is used for the marketing of products and services of the
company at the online field. This marketing style of the firm attracts many customers towards
them. XY is the digital marketing agency who works in the direction of making campaigns for
different organisations. This report includes about the various tools which can be used for the
digital marketing. The business gain many types of advantages by using these tools (Chaffey and
Ellis-Chadwick, 2016). Digital marketing is very much essential to sustain in the market and give
better business performance.
Practices in current search engine marketing
It is known that digital marketing is very much necessary to survive in the competitive
market. It will help the company to grab the attention of consumers towards the products and
services. It will also gain many types of competitive advantages for the business and will
increase their market share among their competitors. There are many tools which can be used for
the digital marketing of Small Electronics Retail outlet in Tottenham Court Rd, London.
Agencies which are working in the field of providing digital marketing to the companies have
the responsibility to make them understand about various tools which can be used for increasing
the sales (Ryan, 2016).
Search engine marketing is that tool of digital marketing which the organisation uses by
paying to make their advertisement appear on various searches by the users. There are many
forms of search engine advertising like pay per click. It helps the company to grab the attention
of various people towards them who are using the internet while searching something (What Is
Search Marketing? 2017). It eventually makes the organisation to increase their profits and
market share among their various competitors.
In accordance with the Simbound simulation the cited digital marketing agency make the
campaign lasting six weeks and with the budget around $15,000 for the Small Electronics retail
outlet. It is done to increase the profits of cited organisation by the process of digital marketing.
Current practices of search engine marketing
 Optical product mix- The first practice which will be followed in the marketing style will
be of adopting the digital marketing to chose the product which will be promoted online.
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It is needed that to understand that which product or service needs the online
advertisement (Leeflang And et.al., 2014). Small Electronics retail outlet sells many
electronic products of different brands which are popular among the customers. For
increasing the sales they are adopting the method of digital marketing. They are planning
to promote the mobile phone of different and popular brand at the online level. They
choose this product because mobile phone are the essential need and status symbol for the
people. Individuals regularly changes their mobile phones with any new better model
which comes in the market.
 Search engine optimisation- It is term which is used for the making the landing page
more attractive to increase the number of visitors. It helps in grabbing the attention of
online users towards the company. It will promote the name of organisation between the
customers. The cited organisation will gain the profits in accordance with the number of
visitors who ad visited the page and clicked the add (Tiago and Veríssimo, 2014). It will
help the company to know about their performance and select that measure which will
give them many benefits. This tool is related with the search engine advertising. It is the
page which shows the online advertisements while searching something. Landing page
development and optimisation is the term which is used to make the page more attractive
to increase the visitors and sales of the firm.
 Keywords research- This is the practice which is done in the search engine marketing
while searching keywords. Selection of the keywords should be on that basis which will
make the visitors to visit the website with one click only. It will increase the profits of
outlet. It is necessary to find the right keywords which will be in relation with the google
keyboard planner (Rowley and Keegan, 2017). It will make the process of digital
marketing easy and smooth. But the words should be most suited.
 Key performance indicators- The XY digital marketing agency will have to find what are
the indicators or factors which will show the key performance of the company. These
indicators can be used in further improvement of campaign. The key indicators can be
amount of profit received. It will show the level of performance in digital marketing of
the Small Electronics retail outlet. Cost of the outlet will also indicate towards the key
performance. This indicator will measure the effectiveness of the cost to analyse the level
of performance. Key performance can also be indicated by the difference between the
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cost or expenses and profits earned by the organisation. Number of customer of the
company will show key performance (Stone and Woodcock, 2015). Increased number
will state that the performance is good while on the other hand the decrease in the number
of consumers will indicate that the performance is not up to the mark or the desired level.
 Competitor research- This is the challenge which will be faced by the cited agency in
finding about the digital marketing tactics of the competitors of Small Electronics retail
outlet. It is very much needed to make the plan of digital marketing. This will help the
agency to use that tool which will give more benefits to the cited outlet among its
competitors. This will be very beneficial for the company to gain the competitive
advantages (Bång and Roos, 2014). The competitive research can be done by various
tools like taking the feedback from the customers of competitors. It will make the agency
to know about the techniques which are used by the competition organisations of the
cited business.
 Email marketing- This is the most famous tool of digital marketing. But the agency faces
the challenge in making the most appropriate mail to communicate with the customers.
This tool also has the disadvantage of spams and fraud emails. This make the reputation
of company down in the market. Email needs to attractive with the key phrases to grab
the attention of customers. It the best experience which the company will get after getting
the response from the consumers.
At the first the cited agency should provide basic information about the digital marketing
to the company for whom they are going to work. In this they have to make the organisation
understand about the basic concept about the digital marketing.
There are various tools which can be used to promote the product and services digitally to
attract more and more customers (Järvinen and Karjaluoto, 2015). It is important to use these
tools in the working style of company because in the present scenario of the world there is very
much importance of advertising online.
Practices of search engine marketing in different types of industries
As discussed search engine marketing is very effective and efficient tool which is used in
the field of digital marketing. This marketing style has many uses in different areas. These uses
promote the product or services among the customers digitally. Search engine marketing uses are
as follows:
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Website analytic
It is term which is used to analyse the various factors of the website while analysing it.
This helps the agency to analyse all the data which are provided on the website. Traffic which
arises while handling the websites can be easily handled and measured by the analytics. The
campaign which will be made for the Small Electronics retail outlet will be attractive and
efficient. Website analytics in the search engine marketing helps at the time of launching the new
campaign to analyse the traffic which will arises in changing the websites (Ryan, 2014). It will
make the XY digital marketing agency to know about the number of visitors who had visited the
website and took some information from it. This will analyse the traffic and show that how much
it is popular. There are some stages which are followed in the website analytics. Those stages are
as follows-
 Data collection- It can be used as the method of collecting data from the various fields.
The data which is gathered by using this method are used in the information which is
being collected. This is the mathematical presentation of the information. That's why it is
necessary that data in linked with the information. It is important to convert the data into
the information by doing its interpretation. Collected data can be presented in the form of
graphs or ratios. This use of search engine marketing is to collect the exact information
which is very much necessary for doing marketing of the product and service at the
online level.
 Making of online strategy- It is that stage of website analytics in which objectives and
goals are set in accordance with the desire of company in their digital marketing of
products and services. It is very important to set the goals before taking any action. It will
help the agency to use the proper method which will be effective and efficient in
achieving those objectives or goals. All these will be included in the making the online
strategy (Karjaluoto and et.al., 2015). It will eventually make the company to reduce their
cost and earn profits.
 Development of KPI- KPI stands for the key performance indicators. It is important to
develop these indicators to analyse the performance level of the company in the effective
manner.
Landing page
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It is the page which shows the way or point from where the individual can enter the
website or at some part of the website. Landing page must be attractive which will make the
users to click and visit the website. This page is totally different from the main website of the
Small Electronics retail outlet. It is created to lead the generation. The landing pages are shown
on various fields like social media. The search engine marketing also linked with the landing
pages. This can be used by the XY digital marketing agency to increase the effectiveness of
advertisements for the Small Electronics retail outlet. Main aim to make the landing page is to
increase the sales of the organisation (Charlesworth, 2014). Sales will be increased when the
number of customers will be enhanced. Their number can be increased by increasing the number
of visitors of the website. It is important to provide the information about company and how can
the customers contact them. The information should be given on the website which will reach to
the visitors by clicking on the advertisement which is given on the landing page. The page and
website should also provide the link which will take the visitors directly to the site from where
they can shop and buy the products and services of the cited outlet. It will eventually help in
analysing the number of visitors who had visited the site.
Landing pages are of two different types which are as follows:
 Lead generation landing page- This page is used to gather the data of the visitor. It means
the gathering the information about visitor in accordance with the e-mail address, name
etc. It will help the company to interact with the customers in better way.
 Click through landing page- This page is used to provoke the visitor to click on the
advertisement which is shown on the other page (Chaffey and Smith, 2017). It is
estimated that per click decides about the probability of purchase of the products and
service through the website of company.
Different industries and their search engine marketing
There are many types of industries. All of them have different aspects and perceptions
about the search engine marketing. This marketing style in different sectors is as follows:
 Search engine marketing in retail industry- Search engine marketing of the retail industry
is done in the field of E-commerce. It is done because it helps the company in increasing
their sales. The retailers of this industry will be able to make and set those objectives and
goals which will be effectively achieved by them. With the help of search engine
marketing efficient plan will be made to interact with the customers in the better way. It
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makes the company to develop their websites in that way which will eventually help them
to convert visitors into their consumers. Retailers chooses E-commerce for the effective
marketing at the online field because it is noticed that for them this is very much better to
make the campaign for the promotion in better way (Murphy And et.al., 2017). There are
various tools of search engine marketing which are used by the retailers to collect the
data and taking feedback from the customers. This can be used by the XY digital
marketing agency to make the effective campaign for the Small Electronics retail outlet
in London.
 Search engine marketing in the hotel sector- In the current scenario of the world, there are
many hotels who makes attractive websites to grab the attention of customer towards
them. These websites contain all the information which the hotels wants to provide to the
consumers. There are some hotels which are not efficient to attract the customers towards
them. It is not easy to increase the traffic on websites. The hotel industry should adopt the
method of pay per click for the search engine marketing. By this they will be able to
communicate with the consumers and tell them the desired message in the effective and
efficient manner. By using this measure the hotels will get many benefits like attracting
more customers, analysing the traffic etc. Tools of search engine marketing are used by
the hotels to promote their services digitally among their customers. It makes the hotels
more popular in the market which eventually increases their share among their
competitors. These tools make the website developed which grabs the attention of
consumers. These websites make the customers to know and understand the exact
information about the working styles and services provided by the hotel (Vien, 2015).
The individuals are able to understand and know that which hotel will be the best to make
their experience better through their websites. They will choose that which will be fully
able to satisfy their needs and demands.
 Search engine marketing is also used by the mobile industry to promote the products and
their networks digitally and attract the more and more customers towards them. It helps
the country to grow very much in the field of digital technology. Now all the work is
done online so there are many people who stays online for the long time. So by using the
tools of search engine marketing the mobile industry will be able to grab the attention of
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people towards. There is the high probability that these individuals can become the
customers of the organisation.
Search engine marketing is very much useful for all types of the industry. It helps the
businesses to gain competitive advantages among their competitors. It is the method which can
be used to globally active. By using this digital technology of the country gets enhanced.
Reflection
I learned through the game of Simbound game that there are many things which are
important fort the digital marketing of the products and services. My confusion about this type of
marketing got cleared by playing the game for all the weeks. It increased my skills and abilities. I
learned about the landing page and its benefits to the organisation. I understood about the various
factors that are important in the search engine marketing. The selection of keywords is very
much essential to make the people visit the website of company and convert them into the
customers. I learned that website need to be creative and attractive to grab the attention of
various user who are sitting online for some work. It is important to provide information about
the company on its website to make the individuals communicate whenever they need. I learned
that the websites should have linked which will direct the person to shop online from the
company. I learned that the game of Simbound is very much effective and well structured which
makes the individual to learn about every thing and element which is considered to be important
for the digital marketing. This game includes many factors which are very useful to make the
individual educate about the various elements of marketing digitally. I found that search engine
marketing is used in many types of industries for the further development. There are many tools
which are used by the organisation in accordance with their business and working style.
This states that I learned many things about the digital marketing and its elements. I
learned that these elements are to be used very effectively by the organisations to increase their
number of customers and market share among their competitors.
CONCLUSIONS AND RECOMMENDATION
Conclusion
This report concludes about the digital marketing tools which are used by the companies
to get more developed in the field of technology. The tool like search engine marketing can be
used by the organisations. It will promote the products and services of business at the online
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level and grab the attention of more and more customers. The firm can use pay per click to
increase the traffic of their websites. The visitors who visits the website increase the probability
to make them customers. It also helps in increasing the market share of the company among their
customers. This report states digital marketing is very much effective and efficient to increase
the profits of the organisation.
Recommendations
It is recommended that there are many factors or elements which the XY digital
marketing agency needs to keep in mind while making the campaign.
 Organic search can be used to analyse the cost in effective manner.
 The keywords should be selected in that manner which will increase the number of
visitors on the website of company and increase the traffic too.
 Innovation and creativeness should be brought on the websites.
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REFERENCES
Books and Journals
Bång, A. and Roos, C., 2014. Digital Marketing Strategy.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Chaffey, D. and Smith, P. R., 2017. Digital Marketing Excellence: Planning, Optimizing and
Integrating Online Marketing. Taylor & Francis.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Karjaluoto, H. and et.al., 2015. The role of digital channels in industrial marketing
communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Leeflang, P.S. And et.al., 2014. Challenges and solutions for marketing in a digital era. European
management journal, 32(1), pp.1-12.
Murphy, H. C. And et.al., 2017. Digital marketing performance: How effective are the tactics
and metrics used by hotels?. CAUTHE 2017: Time For Big Ideas? Re-thinking The Field
For Tomorrow, p.255.
Rowley, J. and Keegan, B., 2017. Looking back, Going forward: the role and nature of
systematic literature reviews in digital marketing: a meta-analysis.
Ryan, D., 2014. The Best Digital Marketing Campaigns in the World II. Kogan Page Publishers.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stone, M. D. and Woodcock, N. D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp.4-17.
Tiago, M. T. P. M. B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Vien, C. L., 2015. The future of marketing: Thriving in a digital world. Journal of
Accountancy, 219(5), p.50.
Online
What Is Search Marketing? 2017 [Online]. Available through:
<https://searchengineland.com/guide/what-is-sem>.
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