Digital Marketing: Strategies and Impact on Business Performance

This document provides an overview of digital marketing strategies and their impact on business performance. It discusses the use of search engine marketing, SEO, and other techniques to enhance brand visibility and generate higher revenues. The document also includes a survey of current practices using industry examples and personal experience with the Simbound game.

DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Survey of current practice using industry examples and your own experience of the Simbound
game to illustrate your answer.....................................................................................................1
Overview......................................................................................................................................1
How SEM does works by defining the examples .......................................................................3
Own experience of Simbound......................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCE ..................................................................................................................................9

INTRODUCTION
Digital marketing is defined as marketing process that involves advertisement,
promotional channel and others which influences number of customers and attain the higher
profitability. For organization it is important to understand the requirement and bring the uses of
new strategy that can help to operate the business and productivity. In other words, digital
marketing strategies is being used for enhancing the visibility of websites in search engine results
pages (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019). The strategy is merged with
SEO (Search engine optimization)that gives higher ranking in result pages and develop the
listing through pay per click. This is important tool for all organization as it make more visible
that means more traffic and opportunities that helps to convert prospectus in to customers. All
are making the use of search engine digital marketing which can help to develop the performance
and get out higher results in electronic market. This helps to render the business by enhancing
brand awareness, developing good activities and generating the higher revenues. The report is
based on small electronics retail outlet that is delivering their services in Bloomsury London.
The organization is comprises with Simbound game by providing the important information and
managing the all activities.
Simbound is defined as important term and marketing activities that are uses by
companies like a game in order to reach the number of people and maintaining higher
performance. This also comprises with web analysis, e-mail marketing, and search engine
marketing simulations that helps to operate the business and attain the productivity. The report
will help to increase understanding how such game helps to get optimum results by using game
and develop the all performance by managing all round and playing effectively.
Survey of current practice using industry examples and your own experience of the Simbound
game to illustrate your answer
Overview
Search Engine Marketing is defined as important marketing which mainly uses by
different organizations for the purpose of reaching their goals as it enhances the traffic in to
websites of company via higher ranking search engines. This is very effective tool that being
uses by marketing managers for increasing the brand image of their firm by optimising paid
search ads. For this, there is need to set the budget, proper research and taking the right action. It
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has been seen that people are so much busy now so they uses google and other browsers to get
the information where search engine marketing is uses by firm to provide the information about
their products as well as services. Bing ads and Google ADWords are defined as online
advertising platform that uses by entrepreneurs to get the target audience (Sari, 2019). In Bing
ads, SEO uses via pay per click and Google ADWords that is developed by Google where
advertisers bid to display their brief advertisement. Following words are uses in Search engine
marketing that are defined below:
Clicks: This states how many customers have clicked on advertisement which have
shown on page or websites (Gek, and et.al., 2019).
CTR: This stands for click through rate that measure the number of clicks advertisers
receive on the ads as per number of impressions.
Impressions: This can be defined as activity in which advertisement or any other form of
digital media renders on screen's user. In other words, users see advertisement and make CPM
campaign ideal for organization while they are searching anything.
Importance & Benefits of Search Engine Marketing
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Search engine marketing is needed for all small as well as large size organization as it
filter the wealth of information that are available on the internet. This allows users to easily and
quickly find information that is genuine interest. For Example, Access IS is manufacturing
electronics that make the uses of SEM for targeting the number of people. Whenever people
finds out the electronic manufacturer then gets the information about such organization that helps
to improve brand image by reaching maximum number of individuals.
Establish brand image – Search engine Marketing is defined as internet marketing
which uses by different firms in order to establish the brand image and attaining the good
outcomes. In other words, it can be bottom funnel marketing channel in which entrepreneurs uses
Google, search ads and others that build the awareness of people as they click after seeing any
ads which open directly links and web page (Importance and benefits of SEM, 2020).
Conversion-focused -The another benefits of SEM is conversion focused that acting as
crucial conversion driver in marketing campaigns that increases the insights of users about
particular information. In this, paid ads are connected with conversion focused landing pages
which are liable to managing the sakes funnel.
Provide immediate outcomes – Simbound game tends to be longer strategy that is
adopted by different entrepreneurs for becoming liable of web traffic and getting the immediate
results. For example, When Apple company is launching new product then it uses SEM strategy
which helps to give the more clicks to users and the sales of products begins. Thus, it can be
defined as fast way of developing business performance by managing traffic (Brych, Borysiak
and Brych, 2019).
Generate more qualified leads: Search engine marketing is not only generating and
managing traffic but also it focuses on appropriation of traffic on different web page as sites.
Thus, firms can provide more qualified leads that supports to increase sales by measuring
performance (Roslina and Shahirah, 2019).
How SEM does works by defining the examples
Search engine marketing is a technique that uses to making sure that organization will
attain the effective outcomes by informing number of people and attracting them towards
particular brand. This is paid search advertisement that works by showing the sponsored and
promotion ads at the top of finding websites which are used by users to conduct the research
regarding particular topic. This leads to furnish and manage the advertisement websites by
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enhancing visibility with prominence (Nyagadza, 2020). For example, Mark and Spencer wants
to increase the sale of their business by informing customers regarding their products. When
organization launches new product and services then it is required to use a platform which can be
used to reach the maximum number of individuals and increase the organizational sales in
competitive market. The organization goes to specified search engine by typing the keyword that
supports to reach the target audience. It has been that various results are shown in searching page
out of them whose keyword has match with requirements will be enter in search box that fill the
customer requirements.
Illustration 1: Working ways of SEM, 2020.
Source: Working ways of SEM, 2020.
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Illustration 2: SEM strategy, 2020
Source: SEM strategy, 2020
The SEM works by considering following steps:
 To define the effective research marketing strategy such as target audience,
introducing new products and innovation and identification of competitors.
 To select the right keywords for SEM campaign by conducting brainstorm
sessions that defines information about kind of product and services.
 To optimize the content of website that can help to make simple and search
engine friendly (Agarwal, Birajdar and Bolia, 2019).
 Submission of site for Indexing as it helps to their site should be visible online to
the customers.
 Add quality links to website that can help to target visitors frequently for visit.
This also try to get link from trade association, customers, partners and vendors.
 Manage paid search advertise to optimize SEM practices and focusing on PPC
campaign
 Measuring the success advertising campaign by using CPC, CPR, Impressions,
ROI and others which helps to increase organizational performance.
Another example is, when users are searching the laptop and desktop computer then
advertisement are showing different brand such as Dell, apple, HP, Lenovo, Asus and others.
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Thus it provides the instant results as companies are using Search engine marketing which can
help to manage and operate the business activities effectively.
Thus, SEM is working by following the different stages that are adopted by organization
for reaching the targeted customers and developing the profitability.
Factors that affect SEM: Keyword within meta description tag: This is important factor that involves in target
keywords in meta title of web page. The meta title is like a text that appears at the top of
the browser window while opening a web page. This influences algorithm by increasing
chance of high search results ranking, remains creative and furnish the information to
users (Quesenberry, 2020). Canonical tag: From this factor algorithm is being affected as different links are
presented in this, that might become problematic to redirect the home link. It is good to
use for home page which is provided to users that states what is peculiar is delivering
(Factors affecting algorithm in SEM, 2020).
 Page load speed: This factor states google is always keen on improving the experience as
its users have that means ensure Google search lists are of websites that provide a quality
experience. If website of mobile is not working and loading quickly then would be
penalized in the results ranking.
Own experience of Simbound
Simbound is considered as important marketing strategy which is being uses by firm in
order to deliver the right information and maximising the number of individuals. This strategy is
states the multiple option as firms paid amount to show their advertisement on the top of the web
page. Simbound is like a game which played by me as I was working in organization. For all
activities I was responsible where I have develop the organizational performance and
productivity. Simbound game is the first product of business simulation that is being used by
organization to improve the marketing skills and reach the targeted customers. I develop my
experience in the field of marketing that can be understand as good business opportunities for
getting higher profitability. In round 1st I get an assignment of building a website in the name of
WWW. ORANGETABLET.COM where one landing page for UK market and another for US
market. In this, different brand of tablets are founding by users which can help the organization
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who have updated the all information, features, capacity, price, and others which are important to
make buying decision. I noticed that people are searching Blue tech, purple elite, orange tablet,
brown team and others. The results of UK market 99 out of 100 and US market contain 100
score that is highest score (Alekseeva, Stroganova and Vasilenok, 2019).
The second round which used by me by running two campaigns that are related to
marketing by setting the budget as each activity are completing by managing funds properly.
where I got high number of individuals. In this, I also used social media marketing which
provides the good results. By allocating the budget appropriately I achieved high ROAS that
have shown higher results.
In Third round, I used Email marketing which have provided me unsubscribed. In this
campaign I used the special discount for Dell and orange tablet that have given the good results
and influenced the number of customers effectively. This email marketing is helped me to lead
the better growth of business by providing the better quality of products along with information
that supported to operate the organization efficiently by using A/B testing.
In 4th round, I analysed that value have received by organization between 50 to 75 by
showing the big changes in results that helped to bring the improvements in digital marketing
and managing the all functions (Sciarrino, and et.al., 2019).
In 5th round, after using email and web page marketing I focused on different strategies
and planning which can be use to complete the task by managing all functions and activities
effectively. In this, decision was taken by me that Organge tablet is in high demand as it is
according to customer demand in case of cost, value and quality such as 2.09 shown in above
analysis. This brings the stable decision and increasing the insights of customers in changing
environment.
In 6th round the Orange tablet website is getting 4th organic rank as first are Blue tech,
Brown team is second, third is purple prime and orange is 4th. By using the search engine
marketing profitability and selling activities of organization are increasing which have given
good results and maintaining good information.
Thus, this area of SEM have improved my skills and knowledge while conducting proper
analysis and making the effective decision by influencing number of individuals in US and UK
market. I also analysed that If I develop the more engine marketing activities with new landing
page in simulation game then business would grow. I am able to provide the right information
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and messages to people which influences them to make right decision and lead the profitability.
Different techniques are being used in search engine marketing such as PPC, keywords research,
impressions, CTR and conversions that can help to run business research effectively. The rounds
which I cleared helps to optimise the landing pages for the purpose of achieving good quality
score of advertisement campaign and conversion rate.
CONCLUSION
From the report about digital marketing it has been concluded that different strategies and
planning are uses by organization for the purpose of promoting their goods and services in
changing market. There are different types of brand available, sales of organization increases
who is using the effective marketing tool and technique. In other words, digital marketing refers
as attractive way that are uses by organization to deliver the variety of products and services via
search engine, social media, email marketing, campaign, mobile apps, and websites that are
being used to provide the right information that influences number of people and increase the
sales in changing environment. Search Engine Marketing is the best technique as well as
practices which uses by entrepreneurs as paid advertisement which helps to visualise their brand
on the top at the time of searching particular products by users. This helps to increase the brand
awareness and managing the all functions effectively in changing environment. Advertisers bid
on keywords like Bing ads and Google ads that might be enter to conducting the proper research
and becoming a liable for attaining good outcomes.
Simbound game is involved in digital marketing that are played by a person or group of
people in order to developing a learning experience and generating the profitability of
organization by formulating effective plans and strategies. In this report website has been
developed by organization and have run different campaign that helped to enhance
organizational performance by increasing number of customers.
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REFERENCE
Books and Journal
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research challenges in
digital marketing: sustainability. Sustainability. 11(10). p.2839.
Sari, P. R. J., 2019. Digital marketing as promotion on Bali jeep adventure
products. International research journal of management, IT and social sciences. 6(5).
pp.204-209.
Brych, V., Borysiak, O. and Brych, B., 2019. Digital marketing of energy service companies’
personnel in the context of socio-economic development.
Nyagadza, B., 2020. Search engine marketing and social media marketing predictive
trends. Journal of Digital Media & Policy.
Agarwal, H., Birajdar, A. and Bolia, M., 2019. Search Engine Marketing Using Search Engine
Optimisation. Asian Journal For Convergence In Technology (AJCT).
Roslina, A. H. and Shahirah, M. N., 2019, January. Implementing white hat search engine
technique in e-business website. In Proceedings of the 10th International Conference on
E-Education, E-Business, E-Management and E-Learning(pp. 311-314).
Gek, D., and et.al., 2019. The problem of SEO promotion for the organization’s web
representation. In SHS Web of Conferences (Vol. 69, p. 00122). EDP Sciences.
Alekseeva, N., Stroganova, O. and Vasilenok, V., 2019, September. Identifying trends in the
development of marketing in the digital age. In International Conference on Digital
Technologies in Logistics and Infrastructure (ICDTLI 2019). Atlantis Press.
Sciarrino, J., and et.al., 2019. Quantifying the importance, contribution and efficiency of Cotton
Inc.’s paid, owned and earned media through customer journey modelling. Journal of
Digital & Social Media Marketing. 6(4). pp.294-311.
Quesenberry, K. A., 2020. Social media strategy: Marketing, advertising, and public relations in
the consumer revolution. Rowman & Littlefield Publishers.
Online
Importance and benefits of SEM. 2020. [Online]. Available through:
<https://berytech.org/top-10-benefits-of-search-engine-marketing-sem/>
How SEM works. 2020. [Online]. Available through:
<https://www.digitalvidya.com/blog/what-is-search-engine-marketing/>
Factors affecting algorithm in SEM. 2020. [Online]. Available through:
<https://thenextscoop.com/important-factors-in-search-engine-ranking/>
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