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DIGITAL MARKETING
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Table of Contents
INTRODUCTION ..........................................................................................................................3
1:Analysation of company with macro and micro environments................................................3
2. Elaboration of Buyer Persona for company with the help of Buyer Persona Spring..............5
3: SWOT analysis of company:..................................................................................................7
4: SWOT analysis plan:...............................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Digital marketing is main component of marketing in which it uses internet and online
based technologies that majorly used cell phones, laptops and any other type of devices. In the
era of digitalizations, technology play huge role and organization use these digital sites to
adverise their goods and services. This study is based on Moonpig company which has its
headquarters in London and Guernsey and done its main operation and deal with personalized
gifts, flowers and various types of greeting cards. Moonpig sell majority of its business online
and provide 90 percent of greeting cards and gifts. This report further analyse about micro and
macro environments of company. Further, report elaborate about Buyer Persona for an
organization with the help of Buyer Persona Spring. Then report examine SWOT with the help
of above points. Lastly, report discuss SMART objectives and clear strategic recommendations.
1:Analysation of company with macro and micro environments.
Business environment can be defined to various factors and forces that may impact ability
of an organization to build and create flourishing customer relationships. There are main two
level of environment for example, micro and macro environment. Micro environment refer as
factors that have immediate effect on an organization that mainly involve customers, stakeholder,
suppliers and competitors. While, Macro environment are include factors that are not
controllable and can impact business on larger scale. Let's discuss more in detail about these
factors more in brief:
Micro environment factors:
Customers
As Moonlight is selling personalized gifts cards, bags or cards so its mostly target all level of
income people for its goods and services as it uses social media to cover its customers. The
strategy behind this is all who earn income is actually contributing a signification of total wealth
as they involve high purchasing power.
Stakeholder
Stakeholders can relate to shareholders. The actual job of the shareholders is that they make
the capital investment and expect to earn a certain amount of return while the investors are
bothered about shareholders value. Moonlight create workshops and take phone conference with
their main stakeholders to work for a new strategy.
Suppliers
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Suppliers also play huge role in an organization as it help to provide overall raw materials
that Moonpig used in its operation to develop its own goods and services. For example, company
use vendor that sells its greeting cards and personalized gifts to customers. Delivery person also
play vital role as Moonpig majorly operates its business through online.
Competitors
Despite having average growth in market, competition is usually high for Moonpig company
as because it faces relatively high competition from many big enterprises. Therefore, it is vital
for company in this category to carefully pricing products because price can become main reason
of failure and may impact on overall sale of its goods. The main competitors of Moonpig are
TouchNote, Snapdeal, Presto Personalized gifts and Archies limited company that claimed about
having the best quality goods with reasonable price. Hence, to become successful, Moonpig
focus on differentiating their products from other competitors and bring more innovation.
Macro environment factors:
Economical
There are different factors that company address like deflation or inflation rate, policy,
economic growth rate etc. It's essential for Moonpig to acknowledge economic factor as they
shape aggregate demand and supply of the product. If demand is high, cost of goods also become
high and vice versa.
Technological
With changing era, technology pertains from time to time in the market that consequently
effect operations of every business. Technological factors affect the management in many ways
whether company launch of new products in innovative way for instance, there are so many gifts
and cards companies that are already in market but introducing with personalized and online gifts
can make Moonlight unique from others. Build effective distribution channels with their buyers
also very important factors that help Moonlight in sustainability.
Political
Political factors include those goods which government approve to provide high quality
products. Moonpig company can have impact of political factor if they expand its business in the
international country. There are various political factors that effect the company increasing
tensions in the global market may impact its growth. If they want to channelize market in Asian
country and its political stability is higher, provide friendly environment than the chances of
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survival is increasing. In political instability, it might discourage investors and damage the trust
of the stakeholders that consequently effect the performance at Moonpig.
Social
Social factors symbolize norms, culture, value, demographic characteristics of the population
and beliefs in which business need to start its operations. As Moonpig target almost every age of
people and particularity beneficial to youngsters. It's important to classify target audience before
planning to launch any type of products or services in market. This factor also pays attention on
distribution of age, population growth and many more. Therefore, this factor is important for
digital marketers to examine behaviour of their targeted customers as per their drives.
2. Elaboration of Buyer Persona for company with the help of Buyer Persona Spring.
A buyer's persona is a framework that represent company's target audience and help company
to attract its authentic clients. While create buyers persona, clients is not real but someone
fictional who represent as desired customers for company. Moonpig can use buyer's persona by
applying various steps:
Audience Research:
While search for audiences, buyers persona is based on actual and real world data.
Company compile all data that are related with its social audiences and existing clients. Moonpig
identify all details that are affiliated with persona's age, language, interest, purchasing power and
challenges. Company target all age group people and doesn't specific to one age group and those
who are comfortable with technology. Company mostly target those people who constantly uses
Facebook, YouTube for buying products.
Identify main points for customers:
An organization can set up for search streams to examine reference of Moonpig brand
name, goods, and challengers gives you a real time look into what people are saying about
company on digital and online platforms. With the help of this, company can find out why
customers like products , or which part of their experience are not work well so that company
can make improvement. It’s also a great thought to look in with customer service team to
perceive types of questions that they mostly receive. Then, find out if they can assist to
determine structures about which groups tend to face different kinds of challenges. Moonpig also
even ask their department to gather authentic customer quotes that it can utilize to give audience
personas depth.
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Determine goals of customers:
Company can identify goals for positive activities that they want to acquire in the future.
All goals might be professional, personal that depend on type of goods and services that
company deals with. Moonpig assess what actually encourage its audience. All goals might be
directly related to results or solutions that company might provide. However, this is more about
acquiring to understand potential buyers that actually benefit company. Moonpig personas’
goals are crucial even if they don’t associate generally to product’s dimension. They might
simply inform tone or approach that take in advertising. Also, social listening might be a great
method to collect this information. Therefore, company's customer service department was a
great root of insight form main points of buyers, on the other hand, sales team can be a good
source of perception on goals of all targeted buyers.
Buyers Persona –
 Company mostly target 20 to 35 years age group people.
 Engage youngsters or middle class people that prefer the best quality products with
reasonable prices.
 Moonpig try to deal with different types of products that majorly attract its customers, for
example, customized gifts and cards to those people who need lot of varieties.
 Company use different locations to sell its products that mostly includes, department
store, cafes, restaurant etc.
 Able to deal with people with less number of staff member.
 Main goals of company is clients satisfaction and make workers happy and keep turnover
less.
 Common objectives of Moonpig are to increase productivity of resources and people,
sustainable development and greater employees' retention rate.
To Create effective buyer personas will benefit Moonpig to acknowledge target buyers on
deeper level and make sure that every member of team understand how to best target, aid, and
work with potential clients. This will definitely assist company to enhance better reach, upgrade
conversions and increase loyalty and satisfaction among customers.
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3: SWOT analysis of company:
SWOT analysis is important and accurate method that helps company to assess its overall
internal environment with various factors associated with it. SWOT used by various enterprise to
make strategy that is related with its personal or organizational. Company can benefit from
SWOT to examine its actual strength, weaknesses, opportunities and threats which is related with
its business competition and effective planning of project. For example, healthy relations
between strengths and opportunities represent great conditions in an organization and let using a
competitive plan of action. While, threat and weaknesses can be suggested and assess as a
serious warning and allow an organization to use defensive techniques in it operations.
Following paragraph will provide more detail about those factors:
Strength
It describes all the positive endeavour of Moonpig. Those factors of strength can be in form
of tangible or intangible way, but they all are in control of company. Following strength are
necessary in Moonpig products for example, its powerful brands, economies of scale and
presence of strong worldwide recognition through its online business. Company understands the
need for right marketing or advertising for its target audience. Therefore, it always comes up
with innovative way of boosting their products. Moonpig personalizes gifts and sell with very
reasonable price to all its clients and also add delivery to its services. It's also highly accessible
due to predominantly being an online business.
Weaknesses
Moonpig has weaknesses that limit its growth in competitive market. This segment of SWOT
examine its internal strategic factors that imposes hindrance to organizational development. One
of its weakness is its limited use of high technology in businesses. Unilever has strong presence
on digital platforms but it may lack in innovation sometimes that fails to attract its target
customers. Another weaknesses of Moonpig is having very low number of outlets across
country. Therefore, it may lack opportunities that come in the future. Company also faces many
issues related with its operational activities because it has its franchise in various other countries,
so its difficult for company to carefully deal with its operations in various places. Gift factory
face difficulties with range of prices and that made it complex for them to deal with prices.
Opportunities
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Moonpig is now also put and utilize social media for its advertisement for its products, as
large number of population is mostly influenced by social media presence so it can be more
effective for them with a very lower cost. Moonpig company has made use of online shopping
and become popular and gain popularity on many occasions for example Christmas celebration
and Birth Day's etc. through advertising their gifts and cards online. Additionally, company can
grab many other opportunities and used customized way to make products and that being hand
crafted as it become more sustainable for company and can use this method for its effective
marketing. Moonpig can expand its business in UK and across the world by adopting various
techniques and innovation in its product range so that it attract large number of clients.
Company can also determine and try skilled and well-established consultancy for its potential
workforce other than human resource.
Threat
Moonpig can face tough competition in the market place from strong competitors that are
emerging on digital platforms, for example, Archies and Clinton cards that make it more difficult
for Moonpig to sustain in market as its social media presence is strong and effective. Therefore,
company need to be more active and effective with its presence online and attract more
customers. Moreover, cards and greetings outlets are not growing in UK market, hence company
may face struggle to mark its strong presence. In gift factory, prices for delivery fluctuates
constantly and increases day by day that make it tough for people order something online. There
are also various other small enterprises that are looking to enter into this market and that can
increase competition in the marketplace.
4: SWOT analysis plan:
A.SMART objectives of Moonpig -
 To increase online sales by 100% in next two year.
 To provide satisfaction to employees by reducing delivery time to half hour.
 To acquire 10% more profit next year.
B: Analysation of strategic recommendation through Buyer Persona Spring Template.
Moonpig enable effective use of buyers persona by applying various techniques and
methods as it helps to make development in positive way when done correctly and give
competitive advantages. However, Moonpig can make some changes to get deeper understanding
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of its customers. Company must make long term goals like 4 to 5 years using various other
channels, data and relevant content with spring template of buyers persona. With related to
objectives, it should be begun with marketing, sales, operations and support. Marketers generally
collect information about buyers either with their sales representative team or conduct online
research, but they might not get information what they actually need. Hence, to avoid this issues,
marketer will require revealing specific insights that are not known to its strong competitors. The
information collected will be so precious that company might never post it on internet site.
However, it will provide company exactly what it needs to do to deliver content that influence
buyers that it prefer Moonpig rather than other company. Content marketing will definitely
benefit from buyer persona development, if company gather information and insights of taste or
preferences of buyers by actually deal with them directly and conduct healthy conversation. They
must make specific objective to put a couple of hours a month interviewing recent buyers,
including those who purchase products and also those people who did not buy any goods from
company. As every deep conversation should take nearly 15 or 25 minutes, but it will provide
save enough time for effective plan and revise of content for each buyer persona and it will be
immeasurable. Additionally, marketers also makes mistakes to collect data that later did not help
them to conduct effective campaigns. Therefore, company will need to make few steps that
involve buying decisions, carefully examine success elements and buying process.
C: Discussion of various recommendation for digital analysis that company use.
There are different companies that are looking for effective recommendations that enable
them to increase user interaction. In order to utilize digital marketing, Moonpig must include
vital steps for example, define brand that involve value preposition and set USP for products.
Further, select best digital marketing strategies, make budget for digital marketing etc. before
starting planing for online advertising. Mooonpig must use different other strategies that involve
following:
SEO – Search engine optimization -
SEO is the most effective tool for digital marketing. It is the method from which a company
can enhance its website, as a result, it places high in search engine results for keywords and
expression that is related to business. If Moonpig will rank high for more keyword, majority of
folks will see and become familiar with products of business and websites. SEO will provide
benefit to company as it catch every member of target customers and it doesn't matter where they
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place in buying funnel of company, because generally user begin their search for products with
particular search engines.
PPC- Pay-Per-Click marketing
PPC is also a strong strategy for marketing and it is paid form of advertising that actually
relies on auction based system. Its main aim is to reach seekers with transactional enquiry, that
means they’re ready to purchase goods from particular company. Moonpig must use this method
as it is most cost effective as it allows company to always top on search results.
Content adverting
Moonpig can use content marketing strategy as in content marketing company focuses to
reach, associate and engage with target audience via content. Specific content that company can
include creative blogs, videos and posts and provides more values to users. However, it is not
sales-orientated copy, it just provides useful information. For example, company can write
creative blogs about various gifts and products that it sell and can make videos that attract
number of customers.
Email advertising
Email marketing is another useful tool for marketing strategy that Moonpig can consider in
its business. Email marketing mainly focus on holding existing buyers, while also increase new
ones. It is considered a superior method to keep company top-of-mind, improve repeat purchases
and build strong brand awareness.
CONCLUSION
To conclude, above report summarized that to bring digital marketing to business is allowed
company to not only save its cost but also effective for its effective time management. For
Company it just take a second to post something online and reaches its targeted audience within
very short amount of time. Digital marketing allow company to reach with folks in measurable
way, help to drive sales through online and increase brand value of company. Further, report
elaborated about how company can make effective use of its buyers persona. As it help company
to gain better understanding of its ideal and loyal customers and also enable an organization to
create a framework to acknowledge current and prospective customers. Further report discussed
main SMART objective that company used and make growth in its business and define clear
strategic suggestions with spring template of buyers persona. Lastly, report defined that it
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become more effective for every organization if they use AI related technology and utilize much
vital software that help them to develop best brand value and strong its customers base.
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REFERENCES
Books and journals
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Development of Digital Marketing Strategy for Tourism Startup: A Case Study of
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marketing environment with KPIs and web analytics. Future Internet.9(4). p.76.
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A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering.8(10). pp.321-339.
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Evaluating a Prediction Model for the Number of Adv. Impressions. Journal of
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integrating online marketing. Taylor & Francis.
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Kundu, S., 2021. Digital Marketing Trends and Prospects: Develop an effective Digital
Marketing strategy with SEO, SEM, PPC, Digital Display Ads & Email Marketing
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