Digital Strategy - Assignment PDF

Digital Strategy 1
Digital Strategy

Digital Strategy 2
Contents
TASK-1 BRIEFING PAPER.....................................................................................................3
A. Introduction.....................................................................................................................3
1 (a)............................................................................................................................................4
Organization name- Coles Supermarket Company....................................................................4
Organization information...........................................................................................................4
Specific background...................................................................................................................4
Level of maturity in the use of CRO..........................................................................................4
1 (b)............................................................................................................................................6
Approach to CRO employed in Coles........................................................................................6
Task 1 (c)....................................................................................................................................6
Key competitor and evaluation of their approach......................................................................6
Task 2.........................................................................................................................................8
2 a...............................................................................................................................................8
Online journey of customer segment.........................................................................................8
2 b.............................................................................................................................................10
Two digital marketing objectives focused on CRO.................................................................10
2 (c)..........................................................................................................................................12
Recommendation and Justification for user experience strategy.............................................12
Task 3.......................................................................................................................................15
3a- Digital marketing mix to support an improvement in CRO...............................................15

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3b- required resources to support successful implementation.................................................16
3c- measure the performance of the recommended digital marketing strategy.......................17
Conclusion................................................................................................................................18
References................................................................................................................................20

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TASK-1 BRIEFING PAPER
A. Introduction
Conversation rate optimization (CRO) is the process of persuading the site of the company to
take appropriate actions that generate benefit for the company, by making a purchase or
committing to affirmative potential actions. It considers various approaches and techniques,
entailing persuasive credibility based web design and persuasive copywriting in order to
converts prospects into buyers. It is more efficient sales tool that helps in generating more
revenues by increasing the sales. There is a huge importance of CRO has become concise in
focus of the poor performance of unoptimized e-commerce websites which link with
conversation rates of between 2.5% and 3.1% (Digital Marketing, 2018). Digital innovation is
developing the way in which the customer edge with brands and companies are challenged to
refocus the process they link with customers by consolidating advanced channels into their
common client communication technique. There are plenty of approaches available that can
enhance the conversation rate within the business to generate more revenues.
The main aim of this assignment is to highlight the importance of digital innovation. The
assignment is based on the scenario of conversation rate optimization. The role of a

Digital Strategy 5
marketing manager of Coles Company is necessary to consider all factors that affect the work
performance of the company. Improvement in CRO through the optimization of the user
experience as part of the online customer journey will be discussed under this assignment.
This assignment will be categorized into three parts in which first part will demonstrate the
evaluation of the approach to CRO employed by Coles Company. The customer online
journey will be explained by taking consideration of one key customer segment in order to
produce a customer persona that will handle decisions of digital marketing. At last, digital
marketing plan will be made in order to define the role of digital marketing mix in
development of CRO. Along with this the discussion will be made regarding needed
resources to support the successful implementation of the recommended strategy.

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1 (a)
Organization name- Coles Supermarket Company
Organization information
Coles Company is famous all over Australia due to its presence in the supermarket industry.
Headquarter of the company is situated in Melbourne in which it is owned and handled by its
parent company Wesfarmers. Coles, as well as Woolworths, have conquered the retail
industry of Australia. The company has an effective online presence which is majorly created
to help to its online audience. The main aim of this report is to recognize the aim of the site
and comprehend its web business model.
Specific background
The story of Coles begin on April 1914 opened by GJ Coles in Victoria and it has been found
that the beginning of 1930, the owner was flawed by the savage social influences of the huge
depression. In 2018, under the ownership of Wesfarmers, a new team of management led the
rotate of Coles, for the aim of restoring pride in the brand of Coles and created a six-point
plan to provide a range of delivering innovation and trust by Australian People (Coles, 2018).
The company has invested in noteworthy amendments in order to bring improvement in the
customer experience, involving the rollout of latest-developed stores to develop a culture of
serving and selling with personality. Coles invented a series of animal welfare and liable
sourcing proposal, entailing hormone-free beef and it has been committed by the company
provide cage-free Coles Brand eggs.