Digital Marketing: Omni-Channel Marketing and Performance Metrics

This document discusses the importance of digital marketing and how omni-channel marketing has evolved. It provides a digital marketing plan for Crème Crush and suggests ways to improve performance using measurement techniques and performance metrics.

Submission Front Sheet
Unit Title and Number: Digital Marketing (Unit 24)

Table of Contents
INTRODUCTION...........................................................................................................................3
omni- channels marketing evolvement......................................................................................3
Digital marketing plan for Crème Crush ....................................................................................4
Action Plan and Controls to improve Crème Crush performance in digital marketing............6
measurement techniques and performance matric evaluation ....................................................7
CONCLUSION................................................................................................................................9
References......................................................................................................................................10

DIGITAL MARKETING
 INTRODUCTION
Digital marketing is marketing the products and services through digital technologies,
specially through an internet or any digital medium. In the same way, report will describe the
importance of digital marketing and it is based upon the case study of Crème Crush and now
they decide to go ahead with digital marketing activities, for that report will develop digital
marketing plan and explaining how the omni- channels marketing has evolved. Then evaluates
measure method and performance array in digital marketing as well and recommended some
ways to improve the performance in digital marketing.
omni- channels marketing evolvement
With the evolving digital age, company has to choose different marketing strategy and
over the years, technology also rapidly evolved the purchasing process of customers. Today.
Most of the people use Internet in order to make the informed decision about the purchase and it
also help to make people purchase using online mode. That is why, many marketers start
thinking in different way for their sales strategy and this is known as omni-channel marketing
(Nissen and Francis-Cummings, 2019). Therefore, it carries all the marketing and sales channel
into one seamless shopping experience for the customers using various devices such as mobile,
tablet, laptop etc. The biggest advantage of using Omni- channel marketing is such that it helps
the firm to remain competitive and as a result, it helps to sustain a brand image at international
level. Further, this strategy also provides better customer experience as compared to other
strategy and also leads to increase sales as well. While disadvantage of using this method is it is
not simple marketing strategy, that is why, most of the owners did not use. Further, it requires
open communication which is also consider another disadvantages of Omni- channel. On the
other side, multi-channel marketing engage the people across different platform such as physical
store, retailer, trade show booths, website etc. While, in this busy schedule, people generally
prefer to purchase the product online and that is why almost 90 percent people prefer omni-
channel. Hence, this force enterprise to shift towards omni-channel marketing. The diagram
below shows how omni channel marketing started from the traditional single marketing channel
from just a physical shop and developed into multi-channel involving the addition computers
3

DIGITAL MARKETING
when internet begun (e-commerce) but has now developed more as social media channels have
been added to what is now known as omni-channel markeing.
It is the only marketing activity which allow to listen as well as respond as per customer
preference. As per the view of Manser Payne And et.al., (2017) almost 78% of the total
population prefer online shopping, and they enjoy this online shopping experience better as
compared to other. As people start shifting towards omni-channel, companies has to starting or
supporting omni-channel experience so that it will help to analyse the needs of customers and
provide same output as well. Not only this, using omni-channel marketing strategy will also help
to maintain accurate inventory and gain financial advantages as well.
Limitation of Multi channel marketing:
• This marketing is not as simple as multi- channel marketing. It is so because this strategy
may take all the channels with an aim of delivering a seamless customer experience.
• It requires open channel marketing which is actually not possible for the company.
◦ Digital marketing plan for Crème Crush
Digital marketing plan will be developed by using 5 steps for Crème Crush. In doing this,
an attempt will be made to apply some of the stages in the SOSTAC model to come up with a
digital marketing plan for Crème Crush. The relevant stages in the model will be applied as
discussed below:
Situational Analysis: It is the first step in which there is a need to carry out the Internal
analysis that helps to identify the strength, weaknesses, opportunities and threats.. Through this,
4

DIGITAL MARKETING
the company also implement the benchmarking technique which help to identify the best digital
marketing. At this stage, the problems facing the Crème Crush has to identified. Those
problems have now been identified as below:
 The Company did not collect the data in effective manner and thus, firm faces issue
related to not gather the specific data.
 As the company faces issues related to marketing strategy using leaflet to for promotion,
it directly affect the customer retention problem.
 Apart from this, Crème Crush also faces the problem of not using advance technology
into the working area and that is why there is a need to apply different tactics.
 The company also did not use the effective marketing strategy and that is why, there is a
need to develop a digital marketing plan. In addition the company is loosing sales.
Establish the digital marketing goals and objectives for addressing the problem: In this,it is
estimated that the company' current sale is around £2560 . Therefore it has decided to have an
objective of increasing current sales up to 15% of the current sale for next 6 month by using
effective digital marketing strategy”.
Further, another aim is “to have around 5000 visitors to view Creme Crush site and the products
and services for the next six months so as to improve visibility on digital platforms to help
create awareness of the company and its products.
Define the marketing Strategy: It is the next step in which personalization becoming an
important in digital marketing and for that Crème Crush uses social posting in which a n article
is posting in social media that helps to let customers know about all the products and services
offered by the firm (Chaffey and Ellis-Chadwick, 2019). One of the strategy is to have a digital
platform involving the use of social media, company also hashtags, links and target the
youngsters on the basis of demographic segmentation.
Digital strategy and tactics: As to achieve the defined goals, Crème Crush uses digital
advance technologies such that social media is one of the best method that help to reach with
wide range of customers. Further, it also help to increases the chances for success and it may also
use e-mail marketing campaigns, CRM, use effective content for marketing, Google advertising,
social media advertisement, SEO and web optimization for attaining the aim. It has to train staff
and plan for security challenges to reduce risks at implementation stage
5

DIGITAL MARKETING
Implementation:
in order to implement the plan, the Crème Crush hire skilled employees who have
knowledge related to digital marketing so that they may use their knowledge and also make
effective content for marketing. Moreover, before implementing this strategy, quoted firm should
have to check the cost and make budget in order to meet the defined aim.
Measuring Results and KPI Review: it is quite necessary for the business to keep
monitoring the digital marketing plan and for that company should use KPI such that Google
Analytics, sales made etc to measure targets (Kingsnorth, 2019). On the other side, the company
also use Benchmarking as a KPI tool. As indicated in the objectives section of the plan, it was
decided that Crème Crush wanted to increase its current sales 0f £2560 by 15% in 6 months
time. The table below shows sales made at the end of the 6 months and profit made which was
£100. Also Sales had been declining from May to June as shown in the table 1. This means that
sales and profit are still declining and the company has not achieved or met the target object. In
terms of visitors to the site, the target was to have around 5000 visitors but the company 6000
visitors. So the Crème Crush site is getting more views. However, sales and profit is falling. So
essentially Crème Crush digital marketing plan is still not working when it comes to sales. there
is a need to take further action.
Table 1
Jan
(£) Feb (£) Mar (£) Apr (£) May (£) Jun (£)
Sales 2700 2835 2976. 3125 1000 1500
Total Expenses 675 708.75 1744 2781
800.
1400
Net profit 2025 2126.55 1232 344 200 100
◦ Action Plan and Controls to improve Crème Crush performance in digital
marketing
it is recommended in order to address the shortfall to the firm that Creme Crush may uses
different promotional strategies such as Twitter and introduce attractive content that helps to
attract wide range of customer. It can also Optimize SEO: It is the next action in which the SEO
should make sure that the content is optimized with main keywords such that URL structure,
HTML formatting which should be correlate with the product keywords. Crème Crush may also
6

DIGITAL MARKETING
uses some tools such as Moz which access the overall score of the product page and then decide
the improvement which are needed.
Measure the content reach: It is another element which needs to be improve such that it
is the crucial part of auditing Business to business strategy but for internal teams. Therefore, the
company may use or create the closed feedback loop across the entire content life cycle by
tracking different key metrics like, Number of month over month internal view of assets, internal
share of assets through email and social. The use of omni-channnel marketing can be
recommended because it will make Crème Crush product more visible on different channel at
the same time as opposed to using mult-channel marketing because it has a disadvantage of
decreasing the sales and increases the sales cost that affect the financial performance of the
company. Promotional strategy can be changed to involved digital coupons and free consultation.
measurement techniques and performance matric evaluation
The Manager of Crème Crush uses different perfomance metric in order to determine the
performance of using the digital marketing and these are as mention below:
Total visit: It is the best performance matrix and the website main target should be the
customers and measuring the total number of visit, which further give an idea how well the
company uses digital marketing. Such that, mobile internet provides the best and strong digital
marketing arena ad it also provides an insight on how a business owner can effectively structure
and plan their content which results in better engaging the customers (Järvinen and Karjaluoto,
2015).
Strength: It is one of the most common method in which the company reach to wide range of
customers without making any efforts.
Limitation: Disturbance in the network of Internet may affect the measurement metric in
negative way
Offline and Online visits: Offline visit means how many person visit physical stores while
online visit meaning the frequency through which an individual surfing particular company's
website once in a day. Many company also uses this measurement techniques because it helps
them to develop further strategies after analysing the data based upon it. For instance, in Crème
Crush, if the number of online visitors are high then company develop strategies through which it
attract more number of visitors in online mode.
7

DIGITAL MARKETING
Cost per lead: It is another tool in which the success of digital marketing tool is depend
such that CPL is the metric which precise the lead conversation ratio of specific cause and
related to cost (Ailawadi and Farris, 2017). Further, it also provides a display to the business
proprietor and marketer that how bankable the marketing which Crème Crush used to engage
their customers. Beside this, if the website of content convert website traffic into leads at
minimum accomplishable outlay in systematic and effective manner then it shows that success of
digital marketing.
Strength: Helps to grab attention of many customers and also take convert website traffic into
leads at minimal possible cost
Limitation: The entire success is depend upon the CPL and if there is any wrong information is
available on the website it affects the business reputation.
Google analytics: It is the tracking toolkit or most popular digital analytics software
which track the performance of web pages. The tool is used by the top IT company as it helps to
track the activities such as session duration, pages per session, bounce rate etc. Further, it is
considered a good idea of using macro conversion to track the conversion and using micro
conversion, that make sure that these smaller KPI are also contributed the best marketing
strategy.
Strength: One of the most popular and simpler technique used by many large firms.
Limitation: Sometimes leads to wrong interpretation as well.
Customer retention rate: Though it is quite hard to standard if the customer buying
cycle is long. But to measure the customer retention by shrewd the share of customers return to
the enterprise to buy over again is the indication of lacking some strategy. Apart from this, the
company may also use customer value as a metric which determine the sales and marketing
efforts (Järvinen, 2016). Thus, it helps to determine the overall return on the investment.
Strength: It helps to retain customers and reduce unprofitable customers as well.
Limitation: It difficult in pinpointing such that where the loyal behaviour actually comes from .
Bounce per rate: In the digital marketing, bouncing is considered bad for the company
such that if the company's website have advanced elasticity charge which means that many
people disconnect with the customers as they land on the company's website (Verhoef, Kannan
and Inman, 2015). Therefore, it shows the percentage of visitors who leave the website before
further exploring it.
8

DIGITAL MARKETING
Strength: It helps to focus on achieving the aim of business and increases the conversions.
Limitation: It is difficult to use this measurement technique and that is why it needs experts for
the implementation.
Another performance metrics is the use of sales and profit made as shown in the table 1. Pros of
using sales revenue/ profit: Through this the company will easily identify the whether the
company attain the defined aim or not using set metric such as Benchmarking.
Cons of using sales revenue/ profit: it takes time to meet the aim and as a result, most of the
managers did not uses this method. Also, customer returns and refund can affect the sales and
profit made to decrease.
 CONCLUSION
From the above, it has been analyzed that using effective digital marketing techniques
will help a business to reach a wide range of customers. Through the study, it has been
concluded that by following the 5 step, Crème Crush will develop the digital marketing plan and
the firm should also use omni-channel marketing strategy that helps to focus on the defined aim.
Apart from this, study also concluded different measurement techniques such as Total visit, Cost
per lead, Google analytic, Customer retention rate etc. which are used in digital marketing.
Lastly, report also concluded some actions which can be taken by Crème Crush in order to
improve the digital marketing.
9

DIGITAL MARKETING
 References
Books and Journals
Ailawadi, K. L. and Farris, P. W., 2017. Managing multi-and omni-channel distribution: metrics
and research directions. Journal of retailing. 93(1). pp.120-135.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Järvinen, J., 2016. The use of digital analytics for measuring and optimizing digital marketing
performance. Jyväskylä studies in business and economics, (170).
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Manser Payne, E. And et.al., 2017. Omni-channel marketing, integrated marketing
communications and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing. 11(2). pp.185-197.
Nissen, A. and Francis-Cummings, E., 2019. The Performance Framework: Modeling Arrivals
from Digital Marketing Metrics.
Rohm, A. J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education.41(1). pp.47-59.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L. M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Spiller, L. and Tuten, T., 2015. Integrating metrics across the marketing curriculum: The digital
and social media opportunity. Journal of Marketing Education.37(2). pp.114-126.
Symons, M. and et.al., 2019. Multichannel digital marketing platform. U.S. Patent Application
10/332,042.
Verhoef, P .C., Kannan, P .K. and Inman, J. J., 2015. From multi-channel retailing to omni-
channel retailing: introduction to the special issue on multi-channel
retailing. Journal of retailing. 91(2). pp.174-181.
SPEAKER NOTES FOR PRESENTATION
Digital Marketing Overview
What is digital Marketing and why is important in today business landscape?
As the name suggests, Digital Marketing is the way to promote products and services
over the internet using various mediums and forms of electronic devices. Some of the prominent
devices are social media like as Facebook, Twitter, YouTube, mobile phones, e-mail, etc. This
style of promotion activity is making advertisement agency more dependent on the digital
technology and divide market segments to target the required customer groups. Clearing the
concept, Digital Marketing does not include marketing through TV, radio, print and billboard as
10

DIGITAL MARKETING
they are the different mediums. Digital Marketing is the use of digital technologies and media to
achieve marketing objectives. (Chaffey, 2018)
Marketing in simple terms is about identifying, anticipating and satisfying customer
needs.
Advantages of Digital Marketing:
• Wide market reach
• Real time results
• Simple to measure/ You can track conversion
• Cost Effective
• Helps with Brand Development
• You can target Mobile Consumers
• Higher ROI
Disadvantages of Digital Marketing:
• Wrong strategy can easily damage your reputation
• Needs updated all the time
• Can be expensive
• Competition can be high and costly
• Highly regulated and costly to protect
• Can have data security issues
11