Content Marketing Strategies and Analytics

This assignment requires a thorough analysis of various content marketing strategies employed by businesses. Students will examine the effectiveness of these strategies, delve into the role of digital analytics in measuring and optimizing content marketing performance, and explore industry benchmarks and trends. The assignment emphasizes understanding how to utilize data-driven insights to enhance content marketing campaigns.

Digital marketing and communication
[DATE]
[Company name]
[Company address]

Running Head: Report
Executive Summary
Digital marketing is the process of using the internet facilities for the purpose of doing marketing
in this world of technologies. Digital marketing is the best tool considered as the strategies in the
every sector. This report covers all the marketing strategies of the Australia based company
Persollo. The comparison between the traditional as well as the modern marketing has been
discussed in this report. The Persollo company mainly needs to focus on the different platforms
of the social media marketing. All these platforms are very useful to attract the customers as well
as brands for the Persollo company. The Persollo company provides the e commerce facilities to
all the brands and also looking for the desired customers in order to drive the sales for the
brands. The issue of the information security as well as the cost are associated with the digital
marketing platforms used by the Persello company. This is the reason that the company needs to
re-evaluate the process and need to apply the digital marketing plan. According to the digital
marketing plan, there are many steps or points that should be kept in mind while conducting any
marketing campaign. The digital marketing plan involves the different marketing strategies and
the effectiveness of these strategies.
This report has the main purpose as to find out the best digital marketing plan in order to gain the
profits as well as the competitive advantage. As the main purpose of the Persollo company is to
drive the traffic to the websites, increase sales and search the new clients so, it is recommended
to the Persollo company to follow the marketing strategies and the proper planning in order to
drive the sales and attracts the maximum customers. This report also highlights the
recommendations for the marketing plan as well as the final conclusion.
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Contents
Introduction.................................................................................................................................................3
Business mission..........................................................................................................................................3
Objectives of the company..........................................................................................................................4
Industry trends............................................................................................................................................4
Major competitors.......................................................................................................................................5
SWOT analysis.............................................................................................................................................5
Marketing strategies (Traditional and digital).............................................................................................6
Digital Marketing Plan.................................................................................................................................9
Facebook and Online Display Advertising........................................................................................14
Final Recommendations............................................................................................................................16
Conclusion.................................................................................................................................................17
References.................................................................................................................................................19
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Introduction
This report outlines the main activities of the digital marketing of the Persollo company. The
research is carried out to understand the company mission, competitors, trends, the different
strategies that are used by the company in order to increase their business. The use of the digital
media and how it is helpful for the successful business of the Persollo has been discussed. The
report consists of the various strategies with analysis of the market and the different digital
marketing tools that are used by the company. As we know that the digital marketing is the
future of the marketing of the companies with huge benefits in this competitive world. The word
digital marketing stands for the promotion of the products with the help of the internet and all the
social media websites. However, making use of the digital media for the achievement of the
marketing objectives is the greatest strategy which can be adopted by the Persollo company to
drive the sales for the brands and people. The use of the digital media is more than the traditional
techniques(Stelzner, 2016).
Business mission
The company chosen for this report is the Persollo, which is the Australia based company and
that unlocks the platform for the customers to manage their different e commerce activities. The
company has main motive to drive the maximum sales for the different clients and the captures
maximum number of the buyers to increase the rate of conversion. The Persollo is the selling
system for all the different brands as well as an influencer for the customers. The company is
powered by the Telstra group of companies which ha the main motive to attract the maximum
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number of the clients and manage all the demand and expectations of the customers. Although
the Persollo company is a newly established company, but still this company is working for the
30 big brands and more than 600 boutiques. The company has the mission to increase the rate of
the sales conversions from social media networks by working for the customers anytime and
anywhere via online media.
Objectives of the company
The main objective of the Persollo company is to build the marketing strategies for making use
of the digital media platform where the brands of the companies sell their tasks or jobs to the
website directly and ensure that those are sold to the buyers of the products in a very minimum
time period. The main focus of the report is to provide the different tools for the management of
the products and services on the digital media platforms and looking for the potential customers
by organizing marketing campaigns.
Industry trends
Looking at the trends of the company, then the company is growing very rapidly. There are many
companies who want to invest their money into the Persollo company to take the benefits from
the company. Recently, the company presented an MVP and admitted to have the 120 sellers and
$10,000 in transactions in one week. The company is accelerated by the incubator and the muno
for the payment forms(Joel & Karjaluoto, 2015).
Persollo is also providing the financial services with the help of the digital tools that enables the
users to create payment form in a one single click. The system or digital platform generated the
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link or URL to the payment form, which enables selling system via social platforms. The
company is powered by the Telstra company and the company was announced as the best selling
system(Jensen, 2014).
Major competitors
As such there are not high competition but it is analyzed that the competition has been growing .
The growing competition is a threat to the company. The major competitor of Persollo company
is the Neto any doing the same business.
SWOT analysis
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Marketing strategies (Traditional and digital)
It is analyzed that the digital marketing is used more than the traditional marketing techniques.
There are many digital marketing techniques such as SEO, content marketing, email marketing
google analytics that can be used by the companies and there are many players in the economy
like banking sectors, It companies like Airtel, Vodafone and Idea, and different shopping portals.
There are many brands like Lenevo, Samsung, Sony and many more companies who use the
different eCommerce platforms just to promote their products as well as drive sales into the
organization. Talking about the recent trends, the telecom companies like reliance, Airtel,
Vodafone and Idea offering attractive free internet plans and these promote the social media
marketing and provides more customer friendly business environment(Prystajko & Kupferman,
2014).
The difference between the traditional and the digital marketing is found with the help of change
in the process of collection, analysis and data interpretation. The traditional marketing tools or
resources that are used by the organization in the old times are TV, radio, word of mouth,
seminars and personal selling in order to gain the profits and promote the products. In
comparison to the digital marketing channels are slow in the creation of the awareness and
generation of the leads for sales. The traditional marketing challenges are used in comparison to
the digital marketing just to access the user information and trends and brand loyalty.
Content marketing is the essential element of the SEO as the content quality is the main matter of
concern. To make the add and content more attractive, the Persello company can make use of
the images, tags, texts and marketing ads. Moving further, the digital marketing is the most
important platform that is used by the businesses for their growth and return on investments. In
the social media marketing of the Persollo , the company can grow its business by improving the
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customer services, marketing campaign and by creating brand awareness programs(Google,
2016). In the below figure , the percentage growth of different platforms has been shown on the
basis of the survey conducted in the year of 2015. Social media is the platform of creating the
brand awareness.
Brand awareness
Marketing campaign channel
Content marketing Channel
Customer services
Lead generation
Sales channel
60%
45%
35%
25%
19%
7%
Role of Social Media in Business
Role of Social Media in Business
There are many different methods that can be used by the companies in order to take the benefits
and for the growth of the Persello company and these different methods of the digital marketing
involved are given below:
a) Search Engine Optimization (SEO)
b) Mobile Marketing
c) Search Engine Marketing (SEM)
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d) Content Creation
e) Social Media Marketing (SMM)
f) Digital Display Advertising
g) Retargeting and Remarketing
h) Mobile Marketing
i) Interactive Marketing
j) Viral Marketing
k) Email Marketing
l) Affiliate Marketing
m) Digital Media Planning and Buying
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Digital Marketing Plan
A digital marketing plan, or a digital strategy, is the series of actions and steps that helps you to
achieve your goals using online marketing. Depending on the scale of business, a digital
marketing plan may include the achievement of multiple goals and may different action steps.
Now, this definition itself lines out the importance of strategizing an effective digital marketing
plan. Astrategy, it is effectively thought of, can help you stay focused on your set goals(Järvinen,
2016).
Now, as pointed out earlier, the goal for Persollois to expand its reach to more businesses and
offline stores, which can be its future potential clients, and to make them understand how
Persollo can effectively help increasing their sales and increase their brand awareness. However,
reaching out their target prospect is somewhat difficult these days through online advertisements,
due to the recent advent of AdBlockers. Almost everyone has an Adblock software installed on
their systems these days, which ultimately makes the money that the company spends on online
advertisements to trash. Therefore, Persollo needs to revise its digital marketing strategy, so that
they can reach out to more people and make them understand the benefit of using their services.
We have tried to reformulate Persollo’s digital marketing plan, in order to tackle these problems.
The first step of making any marketing plan is to know the target customer, which, in Persollo’s
case are small & medium businesses which do not have a website of their own. In the second,
comes the part to decide on goals, which we already did in the previous section(Hristova, 2016).
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Now, third is identifying the marketing tools that Persollo will need for its Digital Marketing. As
we illustrated above, that the use of internet Ads is no longer a cost effective way of digital
marketing. The company should venture out to different tools, such as:
 SEO/Analytics:Search engine optimization (SEO) is a process of impacting the visibility
of a website or a webpage in aninternet search engine's non-paid results. It is often
referred as organic/naturalresults and also as the "earned" results.
 Social media marketing: It is a process of digital marketing, where the attention or in
other words, traffic, is gained through social media sites.
 Mobile Marketing:This promotional activity is designed for the users of the present age.
Since majority of the population has a smartphone, content through this campaign is
specially designed to be hosted on smart phones(Earnest, 2016).
 Email marketing:It’s a marketing technique where a commercial message is sent through
emails to a group of people. In a much simpler way, every email that is sent to a prospect
or current customer can be considered as email marketing.
 Content marketing:This can also be called as an indirect marketing technique.In this
technique, material, such as videos, blogs, and social media posts +etc are created and
shared online, which do not promote the brand. But,the intent of such content is to create
awareness among the target audience and develop an interest in its services(Stearns &
Rooney, 2013).
Following are the ways howPersollo can utilize the above mentioned tools:
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SEO/Analytics:Search engine optimization (SEO) is not a one time event. A company has to
commit itself to the process of SEO. One needs to be patient with this process, as it doesn’t
provide the results overnight. One should plan and build a great website so that target prospect is
captured by it. And since, Persollo itself is promoting the online marketing through its website,
here it becomes all more important to lay focus on the functioning and design of its own website.
The person who is doing the job search engine optimization of the website should be master of
the Keyword Research. If doing it on its own, the company should make sure it is assigned an
expert to the job, else, companies can plan to hire a company which specializes in SEO itself.
But in that case as well, the business needs to be diligent enough to hire a company which has a
good track record has some results to show(Group, 2013).
And as it is said, if you can’t measure it, you will not be able to improve it. So, it is suggested the
business starts using the Google Analytics tool right from the beginning. Google Analytics is a
free tool available online, which can be used to track the information source of a website’s
traffic. With this service, you can have the data for a number of site visits, page views, bounce
rate, average time spent on website, pages viewed per visit and percentage of new visits. It also
provides the information as to how much traffic was through organic search, which can help you
determine your brand awareness among people and how of it was through other sources, such as
advertisements, social media etc
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Social media marketing:It is vital to understand social media marketing fundamentals. By
leveraging the power of social media marketing,you can elevate your audience and customer
base to multi-folds. For effective social media marketing, one needs to follow these steps:
 Read the content that your target audience reads and then, join various online discussions
to learn the things that are important to them. It will then help you to create a content that
captures their attention.
 It's better to specialize than to be a jack-of-all-trades. A highly-focused social media and
content marketing strategy intended to build a strong brand has a better chance for
success than a broad strategy that attempts to be all things to all people.
 It is necessary to make connections which read, share and talk about your content, further
with their connections, rather than those connections who just vanish after connecting
with you the first time. So, the quality of connections also matters a lot.
 Success in social media marketing doesn't happen overnight. You'll need to commit
yourself to the long haul for achieving results(Affect, 2012).
 If the quality of your published content is amazing, then you will automatically attract a
lot of followers. And if you really influence them with your work, they will share your
content with their own connections through Twitter, Facebook, LinkedIn, blogs etc. Thus,
you should focus on the quality of content that you post.
Content marketing: The content marketing is the strategy that can be used by the Pesello in
order to share the messages, content and ideas for the purpose of the marketing activities. As the
website is the digital channel that is used by the Persello to share the content with the customers.
To maintain the security and privacy of the data, the Persello company should build the
organizational policies and the employees and clients need to follow the legal policies to share
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the relevant and useful content. The action can be taken any unlawful or any wrong information
shared on the websites. Basically, the content marketing life cycle is the plan that requires
creation, publishing, promotion and content analysis .
Following are some of the attributes that the Persollo could use before planning the content
marketing:
1. Brand information should be embodied on the packages as well as on the websites.
2. Share the content that depicts the information about the company or brand in the form of
videos, pictures and presentations etc.
3. To read the content, make use of the virus free computers, laptops, tablets, mobile
phones.
4. To make the ad and content more attractive, the Persello company can make use of the
images, tags, texts and marketing ads.
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5. Social media platforms should be used to distribute the content
6. To measure the results, the Persello company can use the appropriate promotional codes
and call to action(Marketo, 2016).
Content marketing is significant in many areas as below:
 Content marketing helps to drive the lead and sales by sharing the content via the
websites as well other platforms like Facebook, Twitter, Linkindin.
 Search engine optimization can be improved if the keywords and the content that shared
on the websites is accurate.
 Content marketing drives the traffic to the website as well as sustained interaction with
the brands as well as the people of the Persello.
 It maintains a good customer relation as people have the reason to keep coming back.
Facebook and Online Display Advertising
It has been Facebook and the online display advertisements is the most beneficial platform and
need to focus on the each and every aspect of the business. The researchers found so many
similar as well as different things in the both the platforms. As both the platforms are paid, but
both are effective in nature of advertisement and promotions. The messages or the information
conveyed through Facebook and Google AdWords is almost similar in nature and both are
helpful to drive the sales by generating leads through these platforms. Marketing manager should
always do proper utilization of these platforms in order to gain the business growth and the
return on the investments.
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The difference in both the platforms are the way of targeting the customers. Both the platforms
are the best method of targeting the customers and increase the sales. A Facebook is the platform
using to provide the business activities to the existing customers and goog adwords are very
helpful to find the new customers very easily.
Mobile Marketing: This promotional activity is designed for the users of the present age. Since
majority of the population has a smart phones, content through this campaign is specially
designed to be hosted on smart phones. A Persello company can also make use of these strategies
in order to gain the attention of the young generation. The mobile marketing is the most effective
approach as compared to the other approaches because the people are using phones to become
the active on the social sites like Facebook, YouTube, Twitter and Instagram. All these
applications are the best way to reduce the costs as well as to promote the products and services
through the mobile phones(Institute, 2016).
 Email marketing: It’s a marketing technique where a commercial message is sent
through emails to a group of people. The marketing of the products or brands by sending
the emails is used to build the brand image. The Persello company can also conduct the
online survey by sending the questionnaire in the mail as all the shopping portals used to
do. In a much simpler way, every email that is sent to a prospect or current customer can
be considered as email marketing.
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Final Recommendations
While making the digital plan and preparing to run a marketing campaign on the digital
platforms, the company Persello should need to consider the following suggestions:
1. It is suggested that the all the information mentioned in the campaigns or ads like title,
content, should be unique in nature, so that it will easier for the customers to reach to
that ad by the way of google, Bing and Yahoo.
2. The business site of the Persello company needs to be restructured before the SEO of the
website page and because of this, customers can easily navigate the website URL and
links(Rothman, 2014).
3. Content marketing is the essential element of the SEO as the content quality is the main
matter of concern. To make the add and content more attractive, the Persello company
can make use of the images, tags, texts and marketing ads.
4. The organization should also focus on the SEO for the mobile phones to get better results
and to drive the traffic to the Advertising page.
5. It is recommended that business needs to be diligent enough to hire a company which has
a good track record has some results to show.
6. It is advised to read the content that your target audience reads and then, join various
online discussions to learn the things that are important to them. It will then help you to
create a content that captures their attention.
7. It is recommended that the company should hire the team of experts who will handle all
the tasks of the digital marketing (Pulizzi & Handley, 2017).
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8. The government should also need to take action against the sharing of the unlawful and
wrong information on the social media websites just to control the issues and challenges.
9. For the safety of the data, the computers or the smart phones should be virus free. The
company should avoid the virus attacks and the hacking of the systems for the security of
the data or content.
Conclusion
This report is the assessment of the digital marketing platforms used by the Persello company
and the issue of the information security as well as the cost are associated with these platforms.
Because of which, the company need to re-evaluate the process and need to apply the digital
marketing plan. According to the digital marketing plan, there are many steps or points that
should be kept in mind while conducting any marketing campaign. The digital marketing plan
involves the different marketing strategies and the effectiveness of these strategies. The main
purpose of the digital marketing plan is to drive the sales of the company and generates the leads
on the SEO and also drive traffic to the websites of the different brands. In this report, all the
social media marketing, google analytics, email marketing, mobile marketing and the content
marketing strategies are discussed with some of the points. It has been observed that, in the
world of the digitization, every person to somehow is connected to Facebook, Twitter and
YouTube because of the development of the smart phones too. Different mobile apps in the
smart phones are very useful for the marketing purposes.
However, in this report, the traditional and modern techniques of the marketing are compared
and discussed in order to understand the role of the latest technologies and social media
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platforms. Moreover, it is recommended to the Persollo company to follow the marketing
strategies and the proper planning in order to drive the sales and attracts the maximum
customers.
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References
Affect, 2012. Content Marketing: How to Develop a Content Strategy to Drive Public Relations,
Social Media and Marketing Results, Available at:
http://www.affect.com/downloads/Affect_Content_Marketing_White_Paper.pdf
Earnest, 2016. Content Marketing for Customer Relationship Management, Available at:
http://cdn2.hubspot.net/hub/297776/file-460695218-pdf/Content_Marketing_for_CRM.pdf
Google, 2016. Search Engine Optimization Starter Guide, Available at:
https://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-
engine-optimization-starter-guide.pdf
Group, T. A., 2013. Content Marketing For Ministries, Available at:
http://www.agroup.com/files/uploads/ContentMarketing101_WhitePaper_v1b.pdf
Hristova, G., 2016. The Marketing Evolution Content Marketing for B2B Print, Available at:
https://www.namics.com/wp-content/uploads/2016/07/The-Marketing-Evolution-Content-
Marketing-for-B2B_Print.pdf
Institute, C., 2016. Content marketing playbook, Available at:
http://contentmarketinginstitute.com/wp-content/uploads/2016/04/content-marketing-playbook-
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Performance, Available at: https://jyx.jyu.fi/dspace/bitstream/handle/123456789/51512/978-951-
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Jensen, E., 2014. Evaluating the impact or research online with Google analytics, Available at:
https://www2.warwick.ac.uk/fac/soc/sociology/staff/jensen/ericjensen/pero/pero-google-
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measurement, Available at:
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http://contentmarketinginstitute.com/wp-content/uploads/2016/04/2016_Enterprise_Report_FIN
AL.pdf
Prystajko, J. & Kupferman, M., 2014. Smart Marketing: Using Online Analytics to Understand
Your Guests, Available at: http://www.iaapa.org/docs/2014-iae-education-/smart-marketing-
using-online-analytics-to-understand-your-guests.pdf?sfvrsn=0
Pulizzi, J. & Handley, A., 2017. 2017 Benchmarks, Budgets, and Trends—North America,
Available at:
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https://www.scripted.com/wp-content/uploads/2014/10/Content-Marketing-Inspiration-from-
Modern-Marketers_3.pdf
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Stearns, T. & Rooney, P., 2013. The importance of content marketing in social media, Available
at: https://filene.org/assets/files-brains/13.7.18_Content_Marketing_Webinar_.pdf
Stelzner, M., 2016. 2016 social media marketing industry report, Available at:
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