Integrated Digital Marketing Strategy for Desklib

Integrated Digital
Marketing Strategy

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Digital marketing and its objectives.......................................................................................1
Advantages and disadvantages of Digital Marketing.............................................................2
Digital marketing framework and strategies..........................................................................4
Conclusion.......................................................................................................................................8
References:.......................................................................................................................................9
Books and Journals.................................................................................................................9

Introduction
Integrated digital marketing, as the name suggests, is the integration of multiple marketing
strategies in order to form a cohesive online approach for the business firms with the aim of
creating a single and unique form of expression which is easily encountered in all the channels of
communication which customer uses. Integrated marketing communication makes use of
different modes of communication channel to educate and establish the brand image of the
company among the target audience such as sales promotion, advertising, public relations, social
media, direct marketing, customers support as well as customer relationship management
(Harrigan and et. al., 2021). It is based on the method of engaging present and prospect customer
with the company which combines numerous parts of marketing communication used by the
brand to work in a cohesive manner and assist customers during the entire journey of brand
awareness to loyalty. Starbucks corporations is a most prominent and leading MNC chain of
coffeehouses and roaster reserves, founded in the year 1970, headquartered at Seattle,
Washington. An effective digital marketing strategy relies completely on tactics, methodologies,
media, channels, and other tools that work collaboratively toward common objective, therefore
this report talks about the objectives, pros and cons of digital marketing along with digital
marketing framework and strategies.
Main Body
Digital marketing and its objectives
Concept of Digital Marketing
Digital marketing can be easily understood by its name as, any marketing which makes use of
internet and online based digital technologies such as mobile, tablet, laptop, computer and other
digital media or platforms for the promotion of brand, communicate with customer and selling of
goods and services. Use of digital platforms to promote the brand and engage with customer has
increased rapidly due to almost half of the population around the world is engaged on internet
and social media sites (Melkonyan and et. al., 2019). Use of digital marketing is not only limited
to the email, social media but also encompasses text, multimedia messages, SEO, SEM,
influencer marketing, content marketing, e-books, display advertising etc. With the help of
digital marketing, Starbucks reach out to the specific targeted audience and makes the interaction
with customer interactive with the creative content and graphics. Digital marketing also extends
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to the non-internet channels of media such as television, mobile phones (SMS and MMS), caller
tones, ring tones and call back on mobile phones.
Objectives of digital marketing
Prime and significant objective of digital marketing is to increase the brand awareness over
online and internet platforms, promoting value added goods and services, reach maximum target
audience, make products and services easily accessible, and engage with customer on a regular
basis with the aim of establishing positive relationship (Gielens and et. al., 2021). Below
mentioned are the SAMRT objectives of Starbucks:
 Increase sales: Starbucks, with the integrated marketing strategy wants to increase the
sales revenue through expanding its customer base and maintaining its global presence in
a short span of time. Increment is the sales is easily measurable through using key
performance indicators and evaluate its performance level. Starbucks wants to increase its
present sales by 25% by the end of the quarter.
 Enhance conversion rate: Conversion rate is related with the converting prospect leads
into successful sales. With the help of Google analytics, Starbucks sets goals and measure
the reports on conversion of traffic sources, keywords, campaigns, landing website pages
etc. Starbucks wants to improve the conversion rate by 15% and obtain maximum
successful leads through digital marketing strategies.
 Reducing bounce rate: Starbucks wants to improve the bounce rate by 20% which will
help in keeping the visitors engaged on websites and other online platforms through
creative content and unique selling features of products and services (Kang, Diao and
Zanini, 2020). Bounce rate can be defined as the leaving the web page by visitors instead
of visiting another pages and search for some information.
Advantages and disadvantages of Digital Marketing
Advantages
 Brand development: Business firms are not a mere name and product that it offers rather
it is a message and voice that has to be raised in the market and established so that brand
name receives a wider reach and conceives as a respected and leading brand. Digital
marketing helps Starbucks in building a brand rapport through personalised content and
direct campaigns which brings customer closer and enriching their experience by unique
preposition and brand value of company.
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