Digital Strategy

This presentation provides an overview of digital business management, including competitive and digital business strategies, digital marketing strategies, customer traffic data, E-CRM and social network channels, and cyber security measures. It discusses the importance of digital strategy in today's business landscape and offers recommendations for improvement. The presentation also includes references for further reading.

Digital strategy

Table of content
INTRODUCTION
Main Body
Competitive and digital business strategy
Digital marketing strategies
Customer traffic data
E-CRM and social network channels
Cyber security measures
CONCLUSION

 INTRODUCTION
Digital business management is a process of pursuing business
activities on various digital platforms. It is consist of digital
activities with the help of various technologies in a business. It
involves management of business with consideration of various
digital platforms through internet. It is planning, organising and
directing business activities with online and offline channels.
With introduction of advance technologies and digitalisation of
businesses has helped in acquisition of customers from distant
places.

E business model
Business model is an architecture for product, service and
information supplier with description of various business factors
and their roles performed in conducting business. This provides an
overview of all the leading business actors which helps in
conducting business. It helps in finding sources of revenue and
potential benefits from business actors through statistics. This
further helps in aggregating and maintaining control on customer
traffic with keeping track . Company pursues brokerage e-business
model which helps in finding sellers and buyers with an
intermediary third party known as broker.

Competitive and digital business strategy
Company undertakes various competitive and digital business strategies
which helps in conducting business aligned with vision and long term
objectives. It indulges in analysing market trends with the help of digital
technologies and tools. UK automotive industry is highly competitive
sector leading company to utilise cost leadership strategy. Autotrader as
market leader of automotive industry depends on artificial intelligence for
monitoring market conditions and consumer behaviour. These insights
helps in leveraging information in building bidding strategies and
spending expenditure on core areas for achieving key performing areas.
Thus, company undertakes cost leadership strategy effectively to gain
market share in digital business.

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It is recommended to improve its supply chain as they posses high
power on company's business model. In digital business with
brokerage model, it plays third party role for combining sellers and
buyers on one platform. Therefore it is recommended to enhance and
build strong relationship with suppliers or other parties of business such
as car dealers, sellers and others.

Digital marketing strategies
Company uses digital marketing areas effectively for achieving benefits
of ad strategy. It uses various strategies for monitoring and covering
trends by tracking target marketplace. It utilises various tools and
methods for understanding existing market conditions. These are based
on impressions and click share data gathered on daily and weekly basis.
Company uses ad strategy by following market trends with segmenting
and analysing different sources and elements such as device, channel of
digital advertising and type of ads.
.

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It is recommended to improve its services offered rather than focusing
on sales of product. It should understand the core needs of customer
which helps in increasing customer satisfaction and engagement with
business websites. Thus, company is recommended to focus more on
providing effective customer services on its website which helps in
providing customer experience. This results in building of good image
and attraction of new potential audiences on its website.

Autotrader has been conducting its digital business on both desktop and
mobile web. This helps in reaching customers with different needs and
sources available to them. It has recorded customer traffic on its website
with different social media sources such as facebook, youtube, reddit
and twitter and types such as display ads, mails, searches, referrals, and
direct channels etc.

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Refferals
Total traffic- 1.16%
Thus, company utilises various channels and digital sources which
helps in enhancing and engaging customers with company's digital
business. It leads to increase customer traffic base on various social
media platforms and company website. It involves various digital
marketing strategies and tools for maintaining audience base.

E-CRM and social network
channels
E-CRM is a customer service, sales and marketing platform which helps
in channelising transactions of buying and selling of new, used and
second hand cars between parties. It is a source for building customer
unique experience journey in buying cars. It is essential for company to
build loyalty and handle customers problems with effective customer
service. Automotive CRMs are build to integrate existing suppliers with
which helps in recording and storing customer data. It helps in
eliminating redundancy in storing data by organising and managing data
with tools and techniques.

Cyber security measures
Cyber security is important for protecting digital data
from website attacks. It helps in preventing risk of
damage or unauthorised access to company's
authentic data. It refers to various processes,
technologies and practices framed to protect
programs, networks and business data from attack or
unauthorised indulgence. It is the security of sensitive
data including intellectual property, financial
information and other personal information. Following
are the measures company should undertake-

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Using strong passwords- Strong passwords are important for building
online security in businesses. It involves various key points such as
updating passwords, using combination of letters, numbers and
symbols, utilising two factor authentication etc.
alarm such as various alert messages for website, emails etc.
Using firewall- This helps in building gatekeepers for accessing
information between device and internet. It act as an obstacle or
barrier in preventing increase of cyber threats such as viruses in
programs and other social media platforms.
.

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Using security software- It involves installation of security software such as
anti- virus, anti- spyware and other security programs. It helps in detecting
and identifying viruses, spams and other attacks. It removes codes which
leads to interference with software and company's websites, mails and other
crucial information.
Controlling and monitoring- In this security measure information is
accessed to only authorised individuals by controlling access points. It
ensures data is accessed adequately to customers for initiating transactions
and accessing required information. It helps in establishing limits for
accessing information such as restricting copied data from system and
other authorising information. Also, monitoring system for identifying
detectors which helps in suspecting illegal intrusion and potential threat. In
the time of breach it generates

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Updating programs frequently- It is one of the
common measure in protecting data and
preventing cyber attacks. It includes regular
updates with upgrading vital security and
unusual network activity. It helps in protecting
data against known bugs and vulnerabilities. It
ensures up dating of software and devices
which helps in avoiding prey to potential
crimes

Conclusion
From the above report it can be concluded that digital business management has
become essential for increasing business opportunities. With the introduction of
advance technologies and increase in use of social media platforms, it leads to
increase digital business management. It helps in developing new customers
base by reaching people all across the world through internet. Digital
technologies has boom business for various industries with spreading of
information among customers. Thus, digital business management with
emerging technologies has transformed the business operations. It leads to
increase business opportunities

REFERENCES
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Limited.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Girchenko, T. and Kossmann, R., 2017. Implementation and development of digital marketing
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Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital
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