Evaluation of Communication Channels for Digital Presence

This document discusses the evaluation of communication channels such as websites, social media, email marketing, ads, SEO, and PPC for digital presence. It explores how these channels help in enhancing brand visibility, improving customer experience, and promoting business. The document also provides insights into the digital customer experience and recommendations for Reed, a recruitment website.

Marketing

Executive Summary
Digital presence considers content that the firm control, like their website and social media
profiles, but also content that the firm do not control, such as online reviews and responses.
Moreover, various communication channels such as Website, Social Media, Email Marketing,
Ads, SEO and PPC. These Communication channels aids firm to develop as well as formed their
brand with its consumers through enhancing sales and contributes towards assisting them to
acknowledge about its consumers behaviours. Along with this, there are several ways through
which entity can able to develop the customers experience digitally.

Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................2
Evaluation of Communication Channels.(Website, Social Media, Email Marketing, Ads, SEO
and PPC)......................................................................................................................................2
Assessment of digital customer experience.................................................................................6
Recommendations............................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Digital presence simply signifies to how the business of the firm appears online, it’s what
individual find when they find out for their business or organisation on the internet. Digital
presence considers content that the firm control, like their website and social media profiles, but
also content that the firm do not control, such as online reviews and response. Generating digital
presence is easy with the assistance of assets and resources like online source, consumer
feedback, social media platforms, website and many more (De Pelsmacker, Van Tilburg and
Holthof, 2018). A strong and optimistic digital presence will clearly and easily response all
issues. With a reliable online presence, their brand can reach internet users with helpful content
by tools such as SEO and paid ads. This will make their business recognisable to their potential
consumers so that, when they are ready to purchase, they come to establishment. The digital
presence is crucial when the organisation is already tired of talking. This is very essential as of
the main online media that helps a two way relationship where the customer can communicate
with the establishment and wide open, rendering their issues as well as grievances and questions.
There are diverse forms that are used and considered by the management of organisation like
invest in consumer persona research, expand to new social media platforms, increase their
brand’s authority, start leveraging voice search and planning for NLP SEO and invest in video
content creation.
For the completion of this document, Reed is the company which is a recruitment website
which was incorporated in 1995 and is headquartered in London, UK. It is a specialist provider,
contract, temporary and outsourced recruitment solutions, IT and HR consulting. The respective
venture is independently has 350 offices globally and approx 3000 workers make their
contribution in operating the business of this website by delivering world class service crosswise
more than specialism (Kingsnorth, 2019). This site offers a full online service for anyone looking
for a new job. They are not a recruitment agency, and it means they endorse vacancies on behalf
of seniors and recruitment agencies that are looking for staff. As a registered user of reed.co.uk,
the individual receive email job alerts, apply for vacancies, administrate their applications,
generate their very own job seeking profile and store their CV strongly online. The respective
firm can also make it accessible to be searched for by thousands of recruitment agencies.
reed.co.uk’s courses features a full course search from a range of learning providers and partners
and considers distance learning, online, classroom-based and free courses. The respective
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website performs with thousands of companies to satisfy their online recruitment demands.
Direct job or employment and recruitment agencies can select from a range of services,
considering job promotions with full applicant management, CV search, a platform for
specifically hiring temporary staff, branding, display promotion and email facilities. This report
will consider information about the communication channels which are used by this firm in term
of promoting its business. Further, it will explain about the digital customer experience and
recommendations.
MAIN BODY
Evaluation of Communication Channels.(Website, Social Media, Email Marketing, Ads, SEO
and PPC).
Communications Channel is considered as a kind of media which is utilised for
transferring or delivering message from one individual to others. Within business, they are
undertaken to be the ways of information inside or outside entity. This is also known as media
channel as it acts as a delivery vehicle to their consumers for its offering and messages.
Moreover, Communication channels aids firm to develop as well as formed their brand with its
consumers through enhancing sales and contributes towards assisting them to acknowledge about
its consumers behaviours (Boyland and et. al., 2020). Moreover, they formulate a bridge among
firm and their clients. So, by understanding what actually they are as well as how to perform
with every channel is vital as opting its own persona, because it will be consider to be the
foundation of their digital marketing strategy. As technology is becoming advance, the various
communication channels have effectively maximises over the previous some years. Numerous
new kind of communication channels exist at present such as Website, Social Media, Email
Marketing, Ads, SEO and PPC (Okazaki and et. al., 2020). As times goes on more channels will
be introduced as well as executed into work area. Additionally these new kinds of channels aids
entity such as Reed to communicate with customer, reach to large number of audiences and
other. So, this is important for all firms to opt effective communication channel. Therefore, some
communication channel that respective firm can use are discussed below:
Websites: At current times, some entities do not think of its websites as a marketing
channel, but in reality, this may be the essential one. It is wherein customers of individuals login
or visit when they are willing to learn much about business. Moreover, in case they do not able to
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identify any answers for their questions, they are not stick around for longer time to identifying
it. So, this is essential for all firms that their sites must provides and effective impression upon
users as well as it have to be clear representation of their business, goods or service and others.
In addition to this, website is also considered to be one of premier communication channel
among firm and their customers (Fatin and Rahman, 2020). They do not have to worry much
about appearing too salesy as this is entity’s websites, individuals anticipate them to tell them
regarding its product or services. Whereas various audiences check out brands on its websites as
they are available in social media. This states their mission, how it got initiated, who they, their
team, are details regarding their products and services. So, either company brick as well s mortar
business or strict towards digital, they required a website. Whether it render to another enterprise
or particular clients, there is requirement of website. Having an effective website develops
organisation much credible to their target audiences (Purwaningwulan, 2020). Therefore, Reed
can use respective channel of communication as this facilitates an opportunity to market their
business 24*7. Along with this, it’s all there’s. They do not have to concern about losing its
customer in case social media platform minimises. In case they want to identify them, it may
simply as well as quickly perform so through performing to their websites.
Social media: This is undertaken to be the big player within marketing world at present.
Consumer are actively searching out brands they are interested in as well as enhancing number
of users are considering to social media for researching or developing purchasing decisions.
Moreover, this is broadly utilised as strategy for strengthening the relations with clients as this
permits direct interaction with customers along with enhancing their involvement with brands.
With the assistance of this channel various entities such as Reed can able to reply to their
customer comments as well as provide them appropriate content in several formats like videos,
texts and photos (Kagiampaslidi, 2020). Therefore, this is valuable for remembering that
customers upon every network behave in a different way. So, this is essential vital for them to
develop content associated to every media. Also, respective communication channel have some
benefits and drawbacks. The few key advantage of this is that , it facilitates better consumer
satisfaction as various person seek to grab the attention as well as acknowledgement and the sites
of networking motivates it. Also, its key drawbacks are this is time consuming as well as slow
returns on investment.
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Email marketing: This is considered to be the effective channel of communication. As
this allows the firm’s message to be delivered into customised way to drive as well as consumer
leads. Moreover, this channel is broadly utilised as they have a lower cost and speaks directly to
clients who have already shown interest into its business. The entities like Reed can use it for
talking about its brand and for sending a promotion give notices or provides rich content to
audiences. Along with this, there are presently various automated emails tool which automate the
whole procedures from its formulation to measuring outcomes (Lawlor, 2020). One among them
is MailChimp. In addition to this, the most valuable reason as it is essential as their firm own its
their email list. Numerous entities forgot related to this as they spend much if mot whole of its
time upon social media marketing. Additionally, they intent to develop a large following upon
these platforms ensuring that huge the following it has higher its conversion rate will be. The
huge thing about respective communication channels is that their own subscriber list and whole
of their content. Basically, they obtain to develop the norms. Also, they does not have to
regarding social media algorithms or abide through rule which serve someone else’s agenda. The
other reason to initiate incorporating e-mail marketing, they may save their ton of cost as well as
time. As developing a professional looking email with quality content do not take much time as
well as is really reasonable also, mainly as compared to money and time spent upon others
communication channels (Nyagadza, 2020). Additionally, when it is performing at appropriate
way then it is cost effective as compared to other channels. Also, it is much effectual at grabbing
the attention as well as improving their rate of conversion instead of these another kind of
communication channels.
SEO: This mainly stands for “Search Engine Optimisation”. In general terms, this
considered as procedures of developing firm’s sites for enhancing their visibility for effective
searches. The effective visibility of their pages have in search outcomes, the much likely they are
for grabbing attention as well as attracting prospective and existent consumer to its business.
Moreover, this is also undertaken as fundamental communication channel as individuals perform
trillions of searches each year, often with commercial aim to identify data related to products or
services. Also, search is often basic source of digital traffic for brands as well as complements
other marketing channels. The larger visibility as well as ranking higher into search outcomes in
comparison to their competition may has material affects upon their bottom line. However, the
outcomes of search has been developing over past few years for providing users much direct
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answers and data which is more similarly to keep customers upon results page rather than driving
them to another websites. Also, considers characteristics such as rich outcomes and knowledge
panels into search outcomes may enhance visibility as well as facilitate users much information
regarding entity directly into results. The various firms such as Reed can use this communication
channel as this assists them to develop their websites much visible as well as formulate more
opportunities for converting prospects of audiences. Moreover, this is also helpful in enhance
better customer experiences and establishing greater brand awareness.
PPC: This stands for Pay-per- click which is form of communication channel. Also, in this
the advertisers accruing costs when customer click its ads. Advertisers bids upon perceived click
value in respect to keywords, platforms as well as customers type where this originates. This is
utilised for whole kinds of campaigns objectives incorporating enhancing sales, developing leads
and promoting brand awareness (Lee and Cho, 2020). This is whole about relevance. Audiences
are seeking for particular goods, service and information at stipulated time. Along with this,
advertiser has become competent to represent a targeted ad at actual moment this search is
occurring. In addition to this, Pay per click marketing is still an unbeatable juggernaut, mainly
with diverse options that is now available to brands. Moreover, this is a learning curve for every
platform so in case firm may afford for recruiting an agency for handling their campaigns for
them, we obviously suggest that. Apart from this, there are two dominating forces into Pay per
click world these times: Google ads as well as Facebook or Instagram ads. Google search ads
would assists their connect with customers who are seeking for goods or service like others.
Respective communication channel can be used by Reed as this is much cost effective as they
only pay when a individuals clicks on their advert. Also, this is helpful when this comes for
targeting particular traffic. As they may select its audiences depends upon things such as
languages, location, time, keywords and many more (Madhani and Rajyaguru, 2020). Apart from
this, there are some key drawbacks of respective communication channel is if firm is not have
knowledge about its usages then this will be undertaken as waste of resources as well as
finances. Also, this is time consuming.
Thus, from the above mentioned different kinds of communication channels, the social
media is effective for Reed as can able to reply to their customer comments as well as provide
them appropriate content in several formats like videos, texts and photos. Therefore, this is
valuable for remembering that customers upon every network behave in a different way.
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Assessment of digital customer experience
Digital customer experience is the sum of digital interactions among a consumer and an
organisation and the resulting impression that a target audience walks away with. It can be
signifies as the online experience and journey of organisation’s consumers go through when
interacting with their brand. This considers activities like researching their commodity on the
web, searching for consumer support assist or utilising their mobile app. Several business
ventures still have a hard time explain what a good customer experience should look like. A
immense and good digital customer experience should ensure that consumers feel valued and
acknowledged no matter where their brand involvement happens online (Herhausen and et. al.,
2020). Their communication and interaction with brand and firm like Reed has to smooth,
suitable and disturb-free. Digital customer experience is crucial for the firm as it permits the
business to be more positive when it comes to better serving their target audiences. If completed
correctly, digital provide several new opportunities and chances for their business to flourish. It
is essential to offer careful idea as to how digital can consistently develop their consumer
journey. In reed, by developing digital customer experience, the management can get attention
and attract number of people which assist in improving the revenue and help in building an
effective position of this firm in particular business industry. In term of providing customer
satisfaction regarding services of this website, they can make use of advance technology so that
people can take benefits of the services which are provided by them in effective manner.
There are several ways and manners by which reed can make development in the digital
customer experience. They are as:
Website- One of the things, the firm should address when developing their digital customer
experience is decreasing those fear slow load times that they just discussed. To get started on
speeding up their website to take their digital consumer experience to the nest level, they can
minimise redirects, decrease images sizes, minify and combine files, choose a more powerful
web host and cut back on the number of plug-ins the firm has installed on their website (Bala and
Verma, 2018). These are just a few quick and easy instances to get them started, but manage in
mind that there are lots of modifications the firm can make to their site to diminish load time.
Tools and technology- Making inroads in digital customer experience is not potential
without encouraged and highly equipped consumer-facing employees. By implanting new
technology, the venture can make development in its digital customer experience by offering
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them effective services. For an agile and well connected workplace, accepting the right
technologies is completely required. Cloud technology and SaaS tools are now an interior section
of digital consumer experience and support activities (Hanlon, 2019). Along with this, the
respective firm can consider customer touch-point and technologies that are a great value- add to
digital customer experience and consumer service practitioners.
Recommendations
As Reed is the company which is recruitment firm. It is a specialist provider, contract,
temporary and outsourced recruitment solutions, IT and HR consulting. Also, This site offers a
full online service for anyone looking for a new job. They are not a recruitment agency, and it
means they endorse vacancies on behalf of seniors and recruitment agencies that are looking for
staff. Therefore, From the above evaluation as well as assessment, it has been recommended that
they should use most effective channel of communication such as Social media as can able to
reply to their customer comments as well as provide them appropriate content in several formats
like videos, texts and photos (Lindgren and Mohidin, 2020). Therefore, this is valuable for
remembering that customers upon every network behave in a different way. So, this is essential
for them to develop content associated to every media. Also, it facilitates better consumer
satisfaction as various people seek to grab the attention as well as acknowledgement and the sites
of networking motivate it. In addition to this, it is also suggested that they should enhance their
digital customer experiences as through using several new technologies.
CONCLUSION
As per the above report this has been concluded that at current times, digital presence is very
much crucial for firm. As this considers content that the firm control, like their website and
social media profiles, but also content that the firm do not control, such as online reviews and
response. Generating digital presence is easy with the assistance of assets and resources like
online source, consumer feedback, social media platforms, website and many more. In addition
to this, there are various communication channels such as such as Website, Social Media, Email
Marketing, Ads, SEO and PPC. As all these Communication channels aids firm to develop as
well as formed their brand with its consumers through enhancing sales and contributes towards
assisting them to acknowledge about its consumers behaviours. Apart from this, Digital customer
experience is crucial for the firm as it permits the business to be more positive when it comes to
7

better serving their target audiences. Moreover, there are various ways which are helpful in
developing entity’s digital consumer experience such as websites and others.
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REFERENCES
Books & Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Boyland, E. and et.al., 2020. Digital Food Marketing to Young People: A Substantial Public
Health Challenge. Annals of Nutrition and Metabolism, 76(1), pp.5-8.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Fatin, T. and Rahman, N., 2020. Measuring Digital Marketing Performance: A Balanced
Scorecard Approach. International Journal of Applied Management Theory and Research
(IJAMTR), 2(1), pp.1-15.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Herhausen, D. and et. al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management, 90, pp.276-290.
Kagiampaslidis, M. C., 2020. Visualizing Google Analytics’, Digital Marketing Campaigns’ and
ERP system’s data using BI tools.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lawlor, M., 2020. Digital Marketing Plan.
Lee, H. and Cho, C.H., 2020. Digital advertising: present and future prospects. International
Journal of Advertising, 39(3), pp.332-341.
Lindgren, A. and Mohidin, D., 2020. Applying Digital Marketing Methods in the Healthcare
Industry: A Case Study at Immuneed.
Madhani, J. V. and Rajyaguru, K. H., 2020. IMPACT ANALYSIS OF DIGITAL
MARKETING: AN INDIAN PERSPECTIVE. Jurnal Manajemen dan Kewirausahaan
(Journal of Management and Entrepreneurship), 22(2), pp.161-164.
Nyagadza, B., 2020. Search engine marketing and social media marketing predictive
trends. Journal of Digital Media & Policy.
Okazaki, S., and et.al., 2020. Exploring digital corporate social responsibility communications on
Twitter. Journal of Business Research, 117, pp.675-682.
Purwaningwulan, M. M., 2020, January. Exploring Online Shopping Behavior among Indonesian
Students: Digital Marketing Communication Perspective. In International Conference on
Business, Economic, Social Science, and Humanities–Humanities and Social Sciences
Track (ICOBEST-HSS 2019) (pp. 13-18). Atlantis Press.
Online
Reed.co.uk. 2020. [Online]. Available Through: <https://www.reed.co.uk/about>.
What is Digital Presence?. 2020. [Online]. Available Through:
<https://www.spinxdigital.com/blog/digital-presence-2020/>.
Digital Customer Experience. 2020. [Online]. Available Through:
<https://freshdesk.com/customer-support/digital-customer-experience-blog/
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#:~:text=What%20is%20Digital%20Customer%20Experience,or%20using%20your
%20mobile%20app.>.
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