Digital Marketing: Process, Plan, and Importance

This article provides an overview of digital marketing, including its process and importance. It discusses the steps involved in creating a digital marketing plan and highlights the benefits of digital marketing for organizations. The article also explores the role of digital marketing in increasing brand value and profit.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................4
Digital Marketing Process............................................................................................................4
Creating the Digital Marketing Plan............................................................................................5
CONCLUSION................................................................................................................................5
.........................................................................................................................................................6
REFRENCES...................................................................................................................................1
Books and Journals......................................................................................................................1

INTRODUCTION
Digital marketing is one the biggest influencer of today's emerging world. Digital marketing
provides so many opportunities to every organization as well as individuals. Dynamic
environment gives great impact to every business but through internet there are many problems
which can be solved. All can take knowledge of digital world by understanding it processes and
strategies.
Digital Marketing Process.
It is that process which helps in developing online business all over the world. Digital marketing
process is a way of making all the work easy by doing them digitally. Now days many of the
companies has keep their foot in digital marketing, and it is because of the scope they see in
digital world. There are many things which can be done digitally and with minimum investment.
Digital Marketing Process consists:
Research: First step is research or finding the things, on which business will run. In research
stage organization will find what is business about, who are the target customers, what type of
product organization want to launch and how much competition will be there. So these all thing
should be cleared in the first step or stage.(Kannan., 2017) For example Vodafone wants to launch
new product, and organization wants that its new product should attract customer. So to attract
customer towards their product, it must research a lot digitally. That's why this stage is also
known as Digital Marketing Research.
Create: Create is the second stage after research. The information which had been collected in
first stage will help in creating things.
Create stage includes four things:
1. Create Digital Marketing Objectives.
2. Create Digital Marketing Strategy.
3. Digital Marketing Plan Creation.
4. Primary Digital Identities Creation.
For example Vodafone had collected all the information related to the product which they want
to launch digitally. So to create and to launch any product need these four step which had written
earlier.
Promotion: Now the product which had been created needs promotion and promotion of product
will be done through digital world which includes, search engines, display network, social
media, etc. So Vodafone will use all such digital marketing ways for promoting its new product.
Digital media is one of the best way to promote product as it need less amount as compare to
others ways of promoting. On the other hand, other way's of promotion like advertisement
through magazines, newspapers, events, etc. These always need a high amount of money as
compare to digital marketing.
Analyse: After creation and promotion the thing which matter an organization is performance.
All above three stages needs investment and after investment organization wants return. So
analyse is that stage which shows the result of all the above things. Like the product which was
marketed digitally has given good result or not.(Kingsnorth., 2019) Vodafone will also analyse
about the performance of their creation and promotion, as it also want that its product should get
good return.
Optimize: Optimize is that stage at which organization starts changing in their digital marketing
process. Till analyse stage organization understand that which way of digital marketing is giving

them benefit and which is not. So at optimize stage organization start trying new and better ways
to create and promote their product. Vodafone will also make such changes after analysing all
the things. Optimize is for making better way of getting good result.
Creating the Digital Marketing Plan.
Digital marketing plan shows all the things which organization will use in its digital marketing
campaign.
Digital Marketing Plan consists of six steps:
Situation analysis: This step defines the relation with organization's digital marketing will take
place. It includes analysis of internal and external business environment. Internal factor consists
customers, competitors, etc. External factor consists of social, legal, technological, etc. Generally
in situation analysis companies do SWOT or PEST analysis. Vodafone uses situational analysis
during their digital marketing plan as to find all the factor which will either help them or affect
them. Vodafone has launched 5G network by doing situation analysis, for knowing all the market
condition related with networks. 5G will give boost to the Vodafone as it will be the first to
provide unlimited calls on 5G network.(Grossberg., 2016)
Link digital market strategy with digital business : Digital marketing strategy contains many
things which directly linked it to digital business. It contains strategies like content marketing,
email marketing, website design, etc. So all such digital strategies are linked to digital business.
Vodafone wants that it new product 5G should come in reach of everyone, so for that it has to
use digital strategies which will help it in digital business like making pages on social sites, also
provide website for it and more digital strategies which will directly link with its digital business.
Formulate objectives; The objective which organization should formulate while making plan
should be SMART. SMART is for Specific, Measurable, Attainable, Relevant and Timely. It
means that objective which organization want to achieve must contain all the SMART factors.
For example as Vodafone has launch 5G, so while launching it, Vodafone had formulated
objective by making it specific, measurable, attainable, relevant and timely, so that it will give
good impact to the public as well as organization.
Design implementation plan to meet the objectives: The main step of digital marketing plan is
to design plan to implement for meeting the objective which had been formulated in earlier step.
In this step all the hard work done earlier now get applied. This step includes all the strategies
which had used earlier while linking with digital business.(Qurtubi and Kusrini., 2019)
Budgeting: It describes about the capacity of investment in particular project or product. Budget
is deadline of investment. According to budget organization create a plan as they know how
much money they have to invest. Vodafone had invested in 5G plan according to its budget if
Vodafone is able to invest then only it had invested otherwise can't.
Evaluate the plan: Evaluation of plan consist so many things like all the plan which has made
till now, and now this is a time to evaluate the best plan which is suitable for organization.
(Chaffey and Smith., 2017) Evaluation of plan needs high level of decision-making ability and
selection ability. Vodafone launches 5G, and whenever anything big launches it needs high
evaluation power.
CONCLUSION
In this report it had been concluded that each and every organization is in need of digital
marketing, as it becomes most important way for grabbing people for each and every country. It

becomes a great medium of advertisement. Vodafone is using digital marketing widely for
attracting customer and for increasing brand value and profit.

REFRENCES
Books and Journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Grossberg, K.A., 2016. The new marketing solutions that will drive strategy
implementation. Strategy & leadership, 44(3), pp.20-26.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Qurtubi, Q. and Kusrini, E., 2019. Research in Industrial Marketing: Issues and Opportunities
Classification. International Journal of Integrated Engineering, 11(5), pp.196-203.
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