Practical Digital Marketing

This presentation provides a practical guide to digital marketing, including strategies, communication channels, and examples of Quechua and ASOS. It emphasizes the importance of content, target audience, and channels of communication in achieving marketing objectives and goals. The presentation also includes a review of the 4 Ps of marketing and ranking of the examples based on factors such as awareness, followers, likes, shares, and turnover. References are provided for further reading.

Practical Digital Marketing

Table of Content
• Introduction
•Main Body
•Digital marketing strategy
•Digital communication strategies
•Review the digital marketing examples
•Promotional and marketing mix (4 Ps)
•Ranking the examples
•Conclusion
•References

Introduction
Digital marketing can be better defined as marketing of
products and services of an organisation with the use of
electronic devices integrated with internet to convey
promotional message and measures the impact of marketing and
promotional campaigns. As oppose to the traditional marketing,
digital marketing takes place over mobile, computer, tablet and
other devices in the form of video, play ads, images, and social
media posts. Unlike traditional mode of marketing, digital
media marketing is cost friendly and directed to the huge mass
at the same time. An effective marketing strategy is a
combination of planned actions conducted online with the aim
of attaining business goals.

Digital marketing strategy
There are a wide number of users for the internet based technology which is turned to be
beneficial for the business firms to maintain and establish their online presence with the help of
cost effective and efficient marketing tools and techniques. In order to gain more customer
base and create a intense brand positioning over internet it is imperative for the business firms
to opt for and develop a best digital marketing strategy. Online strategy defines series of
actions to be taken by the company through online marketing channels to achieve
organisational and marketing goals. These marketing channels can be paid, owned and earned
media as per the objectives of business. These digital marketing plans allow marketers to create
and launch online marketing campaigns with success and growth. While making a plan it is
recommended to introduce SMART goals so that things move in right direction and goals are
easily attainable.

Digital communication strategies
Digital communication is concerned with the process of connecting with the people
through means of online channels. Business firms makes use of different internet sites
and platforms to stay connected with the existing and prospect customers through online
channels which may includes social media campaigns, distributing e-mail newsletters,
running banner ads, publishing advertising articles etc. It is becoming more complex in
the digital world to interact with the customers than traditional offline communications.
Digital marketing communication strategy is used by the marketers and firms to reach
their target audience and interact with them by means of different communication
channels. Essential component of any communication strategy is message (what is to be
conveyed), medium (where this message is to be shared) and target (to whom this
message is directed).

Review the digital marketing examples
Brand 1- Quechua
Quechua is a French trademark brand of the hiking and camping apparels and equipments,
founded in the year 1977, which is marketed by the Decathlon, one of the leading sporting goods
retailer brand across World. It has nearly about 1600 stores in approximately 1000 cities in more
than 50 countries and region across globe.
Target Customer: Target customers of this brand is segregated into 3 customer segment group,
young, middle and senior/retired people of the age group 18-50 years or more who are physically fit
to do sports, hiking, trekking, skiing etc. The company offers products of diverse range from shoes to
bicycle and all related accessories required in the sports activities and events. They are serving
globally and manufacturing products exclusively for the adventure lovers.

Continue…
Brand 2- ASOS
ASOS Plc is a leading online fashion and cosmetic retailer company founded way back in the
year 2000, primarily aimed at catering to the needs of adults. The online retailer sells over 800
brands through its website along with the products under its own brand and makes shipment to
around 190 countries via fulfilment centres in UK, USA and Europe.
Target customer: ASOS was formed with the objective of providing solutions to the adults of
the age group between 18-34 years including both men and women.
Goals: The primary goal of ASOS through their marketing programmes is to create strong
brand awareness, increase customer base and enhance the sales volume.

Promotional and marketing mix (4 Ps)
Product- Quechua is one of the most prominent and leading brand across the globe
which is concerned primarily in manufacturing hiking and camping apparel and
equipments. There products includes, shoes, bags, tents, skiing sticks, socks, bicycles
etc.
Price- The prices for their products are highly affordable, making the sports and
adventurous products easily accessible and available to the customers as per their
budget and needs. The prices of the products are as per the perceived value of buyers.
Unlike other competitors, Quechua focus over quality and customer satisfaction rather
than setting high prices to position itself in the market.

Ranking the examples
.
Factors Brand 1- Quechua Brand 2- ASOS
Awareness Quechua build intense presence
across globe through Facebook
and maintains low presence
over Instagram and You tube
channel.
ASOS is actively promoting its
brand over social media
platforms with more than 22.
million followers.
Followers Facebook: 160,000 followers. Instagram: 8 million
Facebook: 6 million
Twitter: 1 Million
Likes/ interests At an average of 102 likes and
2 comments on Instagram.
Average likes of approximately
7900 per Instagram Posts.
It has total number of likes
more than 6,400,000.

Continue…
Shares 99,837,096
Responses and feedback Quechua is primarily concerned for
the customer satisfaction and for
which they have a strong customer
support and sales teams which
listens attentively to clients problem
provide them instant solutions.
ASOS plc is active on social media
platforms and takes the reviews of
customer with proper responsibility
and work on it instantly. They have
a specialised team working on
customer’s complaints and
grievances.
Track engagement Comments- Average 21 comments
per posts
Likes- On an average 1000 per posts
Comments-39 per posts
Likes-7,970 per posts.
Turnover 12 billion Euros 3.26 billion pounds.

Continue…
Reach Quechua maintains its global reach
by more than 16000 stores in more
than 100o cities of 57 countries.
ASOS has vast customer base and
cater to the needs of people across
globe through their online retail
stores and distribution channels.
Effectiveness of chosen
media
Since Quechua is an established
brand and is recognised across globe
through their easily affordable
products and services. Company
does not make much use of social
media platforms but Facebook is its
dominant social media channel.
Instagram, LinkedIn and Facebook
are the most suitable platforms for
ASOS to promote and sell its
products through these platforms
and makes interactive interactions
with loyal customers.

Conclusion
From the above mentioned report it has been concluded that digital media marketing plays a
significant role in promoting and creating a brand awareness of the products and services.
Unlike traditional methods of promotional tools and techniques these tactics are cost friendly
and has potential to create strong reach in the market. In digital marketing, content, target
audience, and channels of communication plays a major role as these factors determines the
success and attainment of marketing objectives and goals.

References
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Augustine, S.N. and Martina, P., 2020. Rural Marketing Challenges And
Strategies. RIMS Journal of Management, 4(2), pp.1-7.
Haloho, J.R., 2020, November. PENGEMBANGAN STRATEGI DIGITAL MARKETING
(STUDI KASUS PADA PT. ALAM PUTRA TOBASA). In Conference on Business,
Social Sciences and Innovation Technology (Vol. 1, No. 1, pp. 278-286).
Syaglova, Y. and Mojsovska Salamovska, S., 2019, November. DIGITAL
TRANSFORMATION IN MARKETING AND BUSINESS-IMPLICATIONS ON RETAIL
TECHNOLOGIES AND CUSTOMER ENGAGEMENT. In DIEM: Dubrovnik
International Economic Meeting (Vol. 4, No. 1, pp. 215-225). Sveučilište u Dubrovniku.
Kisiołek, A., Karyy, O. and Нalkiv, L., 2021. The utilization of Internet marketing
communication tools by higher education institutions (on the example of Poland and
Ukraine). International Journal of Educational Management.

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