Digital Transformation Strategies and Marketing Models

This assignment provides a comprehensive overview of digital transformation strategies and e-marketing models. It explores various frameworks, such as the 10C model, McKinsey model, and native advertising, which are essential for businesses to succeed in today's digital landscape. The assignment also discusses the importance of setting right goals for digital marketing using the 5Ss and e-marketing strategy. Additionally, it highlights key online marketing trends that will dominate future business operations. This document serves as a valuable resource for students seeking to understand digital transformation strategies and e-marketing models.

PAGE COUNT
Task 01 (a) 01 Page
Task 01 (b) (c) 10 Pages
Task 02 (a) (b) (c) 06 Pages
Task 03 (a) (b) (c) 08 Pages
Total 25 Pages

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 01..........................................................................................................................................4
a) Organisation summary.............................................................................................................5
TASK 02........................................................................................................................................16
a) How emerging trends could influence future online acquisition strategies for Hayleys.......16
b) How emerging trends could influence future online conversion strategies for Hayleys.......18
c) How emerging trends could influence future online retention strategies for Hayleys...........20
TASK 03........................................................................................................................................22
a) Two digital marketing objectives for emerging digital marketing trends..............................23
b) Developing a digital marketing strategy to achieve goals and objectives ............................23
c) Resources required for implementation of digital marketing mix.........................................26
CONCLUSION:.............................................................................................................................27
REFERENCES:.............................................................................................................................27
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APPENDIX:...................................................................................................................................28
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INTRODUCTION
Digital technology has transformed the way of doing business. It has provided a platform for
growth and development. It has created a vast number of opportunities for business to expand
their operations in different markets. Along with this, various types of tools are being used in
operations that have changed the method and functioning of business. Due to this, there are
various new trends that have emerged in digital technology. It has forced organisation to
implement those trends so that efficiency can be increased. Besides this, those trends have helped
in developing effective marketing strategies. With this, business is able to monitor strategies and
making changes accordingly. In addition to this, advancement in digital technology has opened
up new areas for marketing. This has created both; negative and positive impacts on business.
However, for this, several measures have been developed to minimise the negative impacts.
Alongside this, now focus of organisation has shifted on digital strategy. It has benefited it to a
great extent. This has increased the profits and developed products and services. For present
report, organisation selected is The World of Hayleys. It belongs to conglomerate sector and
operates in Sri Lanka. The existence of company at national level requires effective marketing
strategies.
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TASK 01
PRESENTATION
Emerging trends in the digital marketing environment
To : Senior Managers Team, The world of Hayleys
From : Marketing Manager
Date : 05/06/2018
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a) Organisation summary
VISION To be Sri Lanka’s corporate inspiration at all times.
MISSION Delivering superior shareholder value by unleashing the full potential of our people and achieving
leadership in all our domestic and global businesses.
Organisation Name- The world of Hayleys
Type of Organisation- Hayleys PLC is a Sri Lankan multinational & diversified
conglomerate. Hayleys accounts for 2.73% of Sri Lanka's export income. The Company
operates through seven broad
segments: Global Markets and
Manufacturing, Agriculture, Power and
Energy, domestic and industrial
lighting, transportation and Logistics,
Leisure and Aviation, Consumer, and
Investments and Services. Hayleys
comprises over 130 business units and
subsidiaries, 9 of which are publicly
listed in the Colombo Stock Exchange.
Size of Organisation- It operates in overall Sri Lankan market and is having 36000 employees
working in it.
Product and Services- Hayleys is
engaged in different sectors and
produces different types of
products. The company operates in
several segments that are
agriculture, power, energy
logistics, etc. Its products are
construction materials, consumer
goods, fibre, etc. and services are
leisure, aviation, etc. The sectors in
which Hayleys is engaged are FMCG, aviation, fibre, BPO, etc.
Customer Base- Hayleys is highly engaged in B2B business. It majors buyers are medium and
large-scale business. Besides this, in FMCG sector Hayleys target the entire population of Sri
Lanka. It products goods and services to both B2B and B2C.
Competitors- Its main competitors are Cargills, Atitken spence, Expolanka, etc.
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TASK 02
BRIEFING PAPER
How emerging marketing trends
could influence acquisition,
conversion, retention strategies for the organization
BRIEFING PAPER
To : Senior Managers Team, The world of Hayleys
From : Marketing Manager
Date : 05/06/2018
a) How emerging trends could influence future online acquisition strategies for
Hayleys
It is very important for Hayleys to identify impact of emerging trends of digital
technology on their growth. This is because trends can influence business operations of Hayleys
On the basis of this different strategies can be developed (Kane, Palmer and Buckley, 2015). If
an organisation successfully implements emerging trends then it becomes easy for them to grow.
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It also helps in implementing the latest tools and equipments that can improve overall
organisational performance. Online acquisition strategy means involving new customers to
purchase company products or services. For this there are many programs that is been developed.
It includes loyalty programs, customer referrals, etc. But on the other hand, it can also influence
Hayleys in negative way. It can restrict their growth by allowing different companies to enter in
market. For present organisation the trend that is described can influence is as follows: -
Big data
By using big data Hayleys can be influenced in positive way. They will be able to collect
data of different things. Thus, by analysing data Hayleys will develop effective marketing
strategies. The large amount of data processed will give relevant information on various things.
This will enable Hayleys to creates goals and objectives (Spil, Kijl and Salmela, 2016). Besides
this, big data will save cost and time of Hayleys They can invest that amount on future
development. With this they will be able to persuade different people by providing them new
products and services. In this way needs of people will be fulfilled. Big data will help in
determining what is the position of Hayleys in market, who are the prospective customers, etc.
with these SMART objectives can be set. Moreover, it will help in applying different acquisition
technique such as SMM, search marketing, etc.
Chatbots
By using this, Hayleys will be able to interact with customers easily. It will enable them
to use artificial intelligence so that views of customers can be taken. This will in effective
integration between customers and Hayleys. However, this will lead to solving their problems
quickly. Furthermore, using AI will help in translating languages so that it can be understood by
people. AI will also help in improving communication channel. This will make the structure easy
and simple (Paiano and Mancarella, 2017). The major benefit it will give is improving customer
service. This will lead to increase in their satisfaction and retaining them. Moreover, it will create
loyal customers that will support in promotion of Hayleys. The overall customer service process
will be enhanced thus providing solutions of complex problems in real time. With this issue will
be solved immediately. However, chatbots can be also be used by employees. They can
coordinate with each other and help in customer service.
Native advertising
This will be beneficial for Hayleys in the future. By using this company will be able to
increase their presence in the market. Moreover, it will benefit Hayleys in developing creative
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ads through which people can be attracted. Also, by using social media Hayleys enter in different
markets. They will be able to identify needs of people ( Nadeem and Chew, 2018). Native
advertising will also help in saving time. Hayleys will be able to make people aware about new
products and services. With this they can create a customer base and gain more market share. An
effective advertisement will automatically create attention of people. Ads will focus on product
informatics and will target specific customers. Hayleys will be able to increase awareness of
their products in various area. Paid ads will target market. It will give a brief info of products to
customers without disrupting them.
Therefore, it can be concluded that by implementing emerging trends in Hayleys company will
be able to grow and expand their operations. They can develop digital strategies that will help in
monitoring of marketing activities. In addition to this, it will be easy for Hayleys to advertise
their products (Goyal, 2017.). Customers will be attracted towards them as their needs will be
fulfilled.
Porters five force model
this model is a marketing framework that helps business in analysing the attractiveness in
industry. It helps in analysing the current strength. There are five elements in this that are
described below: -
b) How emerging trends could influence future online conversion strategies for
Hayleys
The understanding of emerging marketing trends will help Hayleys to make
improvements in their marketing strategies accordingly. With this it will b easy for them to cope
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up with marketing trends. If Hayleys is successfully able to implement those trends then they can
gain more market share and earn high profits. Also, an effective advertisement will help in
attracting a large number of customers. Besides this, operation process or methods can be
modified. Moreover, the latest tools and equipment’s installed will help in increasing efficiency
of Hayleys (Hess, Matt and Wiesböck, 2016). Customers can be converted by taking actions on
their behaviour such as sharing, purchasing, etc. Furthermore, with this website can be
transformed so that actual customers can be attracted. The emerging trends can influence
Hayleys in following way: -
Big data
It can help Hayleys in installing a database in which various types of data can be stored.
This will enable them to identify the future needs of customers so that it can be converted. Also,
large amount of data processed will give relevant information about various products and
different markets. Online conversion strategy means how customers can be attracted to purchase
a company product. Big data will provide data regarding current strategies, target market, etc.
Moreover, it will provide information on what changes in strategies must be made so that
customers can be converted. In addition to this, implementing big data will help Hayleys in
determining potential customers. It will give information on several things such as purchasing
behaviour, how they share information, etc. (Cordon and Caballero, 2016) By this Hayleys can
convert online customers.
Chatbots
This can be used by Hayleys that will help in communicating with customers. It will help
in identifying prospectus customers so that it can be converted. Also, it this trend will help in
solving customers problems. Hayleys will be able to know how to coordinate with customers so
that they can be attracted.
Native advertising
It will play a very crucial role in conversion of customers. With this Hayleys can easily
increase conversion rate. It will help in developing marking strategies so that more customers
can be converted. Also, with this customer behaviour can be analysed. This can be done by
focusing in thing that is lacking and making improvements in it. Moreover, if customers are
converted then it will be easy for Hayleys to create a larger customer base. Improving
advertisement will help in attracting large number of people. Hayleys will be able to increase
online presence of products and services in the market. By developing an effective and attractive
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advertisements Hayleys can convert customers. They can also grab market share and develop a
customer base.
Therefore, it can be concluded that by implementing emerging trends in Hayleys company will
be able to convert customers to purchase their products and services (Slaughter, 2016). They can
develop digital strategies that will help in monitoring of marketing activities. In addition to this,
it will be easy for Hayleys to advertise their products. Customers will be attracted towards them
as their needs will be fulfilled.
c) How emerging trends could influence future online retention strategies for
Hayleys
The change in emerging trends can have a high impact on marketing strategies of
Hayleys. It can result in reducing customers base that will decrease profits. It is very essential for
Hayleys to understand marketing trends so that strategies can be made accordingly. Customers
must be retained so that competitive advantage is maintained. It allows business to make loyal
customers that will help in promoting products. These trends can influence in retaining of
customers. It can give ideas and information of their needs, buying behaviour, etc. more
information on this is described below: -
Big data
It will help Hayleys in identifying change in taste and preference of customers so that
accordingly products and services can be developed (Barrett and Orlikowski, 2016). Also, by
providing products according to their needs will increase their satisfaction. Moreover, by
regularly providing them new products so that their needs are met will retain them. By collecting
data loyal customers can be identified so that offers, schemes, etc. can be given to them. Change
in taste can be identified in different segments so that product is produced accordingly.
Chatbots
They will help in making the regularly interacting with customers so that they can be
retained. Also, by using chatbots customers problems can be solved easily. By frequent
communication customers can be influenced for repeat purchase. Other than this, chatbots can be
used in offering discounts to loyal customers. By interacting with them reviews can taken.
Moreover, frequent interaction creates a feeling of belongingness among them. They feel that
Hayleys take care of their needs (Tan and Huang, 2015). Also, sometimes new customer can get
in touch with them as well.
Native advertising
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It is very helpful in retaining customers. This is because by continuously giving attractive
ads customers are forced to buy products. Hayleys can retain customers by forcing them to buy
goods again and again. This will make them loyal towards Hayleys. However, changes can be
made in marketing strategies as per trends. It will be beneficial in creating customer base that is
loyal.
Therefore, it can be concluded that by implementing emerging trends in Hayleys company will
be able to retain their customers (Matt, Hess and Benlian, 2015). They can develop digital
strategies that will help in monitoring their needs. In addition to this, it will be easy for Hayleys
to advertise their products. Customers will be attracted towards them as their needs will be
fulfilled.
PESTEL analysis
this model helps company to look for the factors in which they operate. It helps in
analysing factors that can affect its growth and development. There are 7 factors in it that is
described below: -
Element Meaning Impact
Political It is related to political condition of country. Hayleys is
operating in Sri Lanka whose political situation is very
stable. Also, it relations with neighbouring countries is
good.
Positive
Social It is related to culture, caste, creed of people. In Sri
Lanka people belonging to different religion lives. So
Hayleys provides goods according to their needs.
Positive
Economical It includes income level, GDP, inflation, etc. of
country. Economic condition of Sri Lanka is not so
good. Most of the population belongs to middle and
lower class family. So people are not able to afford
products of Hayleys.
Negative
Environmental It means the danger of hazards, disaster, that can
affect growth. Sri Lanka is an island that is always
having threat of floods and high rainfall.
Negative
Legal It refers to rules and regulations related to doing
business. In includes labour law, health ans safety,
etc. Hayleys operate in different sector, so they have
to follow laws as well. Any change in laws will affect
the operations of overall Hayleys
Negative
Technological It is related to change in technology. Sri Lanka is not
having proper information technology infrastructure.
This affects the growth of Hayleys
Negative
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TASK 03
DIGITAL MARKETING PLAN
DIGITAL MARKETING PLAN
To : Senior Managers Team, The world of Hayleys
From : Marketing Manager
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Date : 05/06/2018
a) Two digital marketing objectives for emerging digital marketing trends
In order to keep pace with emerging digital marketing trends it is necessary that several
actions are taken by Hayleys This will help in minimising the impact of those trends on Hayleys.
However, developing goals will ensure that Hayleys is aware of trends.
Objective 5 S
Like many of the other successful marketing tools in today’s industry, E-Marketing
wasn’t even heard of until quite recently. The Internet has drastically altered the way in which
information is shared, and has had a profound impact on marketing (DeMers, 2013)
E-Marketing looks to communicate or promote a product, service, image or skill in the hope of
carrying a certain value or benefit to the intended audience, using e-channels and e-technologies
(Chaffey, 2014)
In this 5 s model can be used that will helps to promote products effectively and communicating
it to audience. It contains five S that shows clear objectives that are as follows: -
For this they can develop goals and objectives that can be implemented,
 To develop a better communication with customers by implementing effective chatbots
tools in 2 months
 To develop and install an innovative infrastructure using chatbots, big data tools and
native advertising in 6 months.
The approaches or the Objectives that are to be followed are required to fulfil the
SMART goals and objectives that will be fulfilled and handled by the business
operations. It is as follows:
Specific: The objectives that are been developed by the firm is specific as it has a clear
indication to improve the customer communication for the firm.
Measurable: the objective is measurable as it will help in bringing the change in the
operations of the firm.
Achievable: the management of the firm is well maintained by the management of the
organisation.
Relevant: the goals is relevant as it is necessary for the firm to increase business
communication.
Time bound: the objectives have the time limit of 2 months.
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b) Developing a digital marketing strategy to achieve goals and objectives
For accomplishing the above goals and objectives a marketing plan is developed. It will
provide an insight on what activities must be implemented so that goals are achieved. A plan is
blueprint of step by step method through which goals will be attained. It describes several
elements that are required in plan. The digital marketing plan is briefly described below:-
STP
It refers to segmentation, targeting and positioning. In this efforts are made find out target
customers and market so that app be targeted in that way (Cordon and Caballero, 2016). STP is
a framework through which potential markets segments are identified.
Ansoff matrix
This is a marketing framework that helps in finding out way to enter in the market.
Generally, there are four segments in this that are as follows: -
Diversification
this is most risky strategy. In this new product are introduced in new markets. This is
done to expand business in wide areas (Barrett and Orlikowski, 2016). Company have to
analyse market situation as well as customers needs before entering in new market.
Hayleys can follow market development strategy. They can expand website range in
different markets. With this they can offer their product in new markets so that it can grow and
develop. Also, it will enable them to achieve goals and objectives that has been determined in
plan.
McKensy model
This model can be used in reviewing each stage or loop in digital marketing strategy so
that gaps can be found out (McKensy model, 2016). It helps companies to analyse and understand
those gaps and taking effective measures. There are several steps in this model that are as
follows: -
Align- this is first step in which company ensures that customers are aligned. In this Hayleys can
align its various social media platforms to establish a communication channel. This will help in
promoting products. Hayleys can align their digital marketing efforts.
Link – In this step all tools of digital marketing are integrated together to understand the
efficiency of marketing strategy (Tan and Huang, 2015). Similarly, Hayleys can integrate
various tools so that a single promotional theme can be developed. Also, a systematic structure
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of solving problems can be implemented in chatbots. It will help Hayleys to find errors and
omissions in it.
Lock – in this different way are found out to retain customers by spreading a common message
over social media. It is done to increase their satisfaction and making them loyal. In similar way
Hayleys can develop a concept that can be applied overall. It can be applied in area where
problems are not solved effectively.
Loop – It refers to finding out ideas how digital marketing can be enhanced. How customers can
be made aware about product or service (Matt, Hess and Benlian, 2015). For this companies
develop apps. They ensure that obstacle are removed. Hayleys can design a plan on what and
how IT infrastructure will be installed and how tools will work. This will help in initiating plan
accordingly so that goals and objectives can be achieved.
Active evaluation
this model focus on end to end purchase in the market. In this way it shows the buying
behaviour of customers in different markets. Hayleys can make improvements in their digital
marketing strategy. They can focus on business to business (B2B) transactions. In this way it will
be easy
Pull strategy
It is related to targeting a specific customer or market. This is done to draw attention of
customers. Hayleys can target those markets in which they do not exist. This can be done by
making changes in marketing strategies (Nylén and Holmström, 2015). It will help Hayleys to
compete in the market with Cargills, Aitken spence, Expolanka, etc.
Social media predominantly
In this Hayleys can use different social media platforms such as Instagram, Facebook,
twitter, etc. to promote their products. By already deciding tools will help Hayleys to effectively
use in chatbots, big data and native advertising.
Closure visual comparison
the main purpose of this is to compare the initial and final outcomes. It helps in finding
the efficiency of marketing strategy. Hayleys can compare this by collecting data from different
trends like big data, native advertising, etc.
Post purchase
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Hayleys can evaluate the post purchase behaviour of customers by taking their reviews (Nadeem
and Chew, 2018). It will enable them to find the value of customer and products. With this there
will be
Crowdsourcing
It is a process in which large number of people views and input is collected via internet
either in paid or unpaid way. Hayleys can use this method to obtain goods and services. It is done
by innovating tools in technology.
Word of mouth
in this people promote product by using word of mouth. It becomes easy for company to
promote products. It also makes customers loyal towards business.
Brand building
It is a process through which company make efforts in generating brand awareness in the
market. The main goal is to create a unique and distinct brand image of company. It is also an
effective way through which promotion is done.
Retention – Hayleys can retain their customers by developing attractive and creative ads. They
can also provide offers and discounts to them. It will help in making them loyal and increasing
their satisfaction. Also, it will help Hayleys to retain them and creating a large customer base.
However, by building loyal customers will help promotion of products and services by mouth
speaking
Acquisition – Hayleys can merge or acquire small business to enter into new market. It will help
them to identify needs of people. Also, it will help in increasing market share and customer base
in different markets. Besides this, Hayleys can make people aware about its new products and
services. It will be easy for them to attract them. In this way the can earn high profits.
By following and implementing this digital marketing plan Hayleys can achieve goals
and objectives that has been determined. It will help in growth and development of company in
different sector. It will enable them to compete in the market and survive for long term.
Besides this, the 7 p approach will be included which is as follows:
People: this will include the customers, stake holders and employees of the cited
business firm.
Product: it is the goods and services that will be offered by the cited firm to its
customers.
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Price: the price will play a very deep and crucial role in attracting the customer base
towards the firm.
Place: the outlets and the selling or distribution points of the firm are required to be at a
place which is easily accessible to the firm.
Promotion: the proper marketing of the firm will help in increasing the awareness of the
customers towards the business entity.
Process: it will include efficiency of the manufacturing and distribution process that is
been taken in consideration by the firm.
Physical evidence: it is the tangible and visible proof for customers that the product or
service is been effectively delivered to the customers.
c) Resources required for implementation of digital marketing mix
In order to achieve goals and objectives there are several resources that are required.
Without them marketing plan cannot be implemented (Kane, Palmer and Buckley, 2015). Also,
it is important that resources are determined in proper manner so that plan is not affected.
According to resources, marketing plan is implemented and activities are defined. The resources
that are required in implementing are as follows: -
Financial
This is the basic resource that is required while implementing marketing strategy. On the
basis of financial budget, plan is developed. Proper allocation of funds help in implementation of
activities. If budget is not sufficient then it can affect the overall marketing plan. It depends on
company that how much fund is allocated. Moreover, on basis of funds tools and equipments are
installed.
Human resource
It is very important that experienced experts are hired so that plan can be implemented in
effective way. Hiring experts will help in proper execution and controlling of plan. It will be easy
to handle the various tools and equipment’s related to information technology (Paiano and
Mancarella, 2017). Besides this, experts will help in guiding the way in which plan must be
implemented. They will monitor overall plan and will do changes accordingly. In addition to this
expert known how to manage and implement marketing plan. Also, they know which activity has
to be initiated and when. In this way it becomes easy to implement plan.
Material (IT infrastructure)
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An effective IT infrastructure is required for digital marketing plan. It ensures that proper
tools and equipments are available to execute plan. There are different tools required in this. It
contains applications, software, etc. Besides this, designing musty be done to connect different
applications and systems. The availability of proper infrastructure will help in developing
effective marketing strategies. Also, these tools must contain feature so that it can be updated as
per advancement in technology.
Time
the time required for achieving goals and objectives that is determined is almost 6 months or 1
year. It will also depend on changes in market condition. In case of delay time consumed may
increase.
Physical resources – Hayleys also requires various physical resources to develop an effective
digital marketing strategy. These resources include digital tools, machinery, etc. it will help in
providing support to effective utilise resources. Moreover, it will give backup to organisation so
that effective marketing strategy. Moreover, these resources will ensure that strategy is made
accordingly so that positive results are obtained.
Therefore, having proper amount of resources is necessary. It will help in executing
marketing plans and getting positive results. Also, with this proper allocation is done in entire
marketing plan (Spil, Kijl and Salmela, 2016). Moreover, if required additional funds can be
allocated. Having sufficient resources ensures that plan can be developed for growth. Also, it
will help in attracting large number of people to purchase their products. With this Hayleys can
attain its goals and objectives. There will be increase in sales and profits.
Other than this, the firm will also see through the 3M marketing model which is as
follows:
Medium: it involves the selection of the medium that will help in the proper communication of
the cited conglomerate with its customers.
Message: it involves the advertisement approaches that are been followed by the firm in order to
handle the business operations and activities and thus facilitates an increase in business
operations.
Market: it involves the trade place where the customer can receive the good and services
delivered by the cited conglomerate.
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CONCLUSION:
From this report it is concluded that change in emerging marketing trends can influence
company strategies in both positive and negative way. So it is very important for company to be
aware of current trends so that improvements can be done accordingly. The emerging trends can
effect business operations to a large extent. There are different trends such as big data, chatbots,
and native advertising that is studied in this report. Also, it is concluded that how these trends is
influencing the operations and growth and development of Hayleys in the market. Thus, for
reducing impact of trends a digital marketing plan is developed that consists of two goals and
objectives. In this plan several strategies are developed. At last basic resources are described that
will help in implementation of plan.
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APPENDIX:
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