Digital Marketing: Analysis, Plan, and Critical Reasoning

This report provides an analysis of digital marketing strategies, goals, strengths, weaknesses, opportunities, and threats for Google Merchandise Store. It includes a digital marketing plan and critical reasoning. Learn about the short-term, medium-term, and long-term goals, strategies, channels, budget, and internal capabilities of the company. Discover the strengths, weaknesses, opportunities, and threats in the external environment. Explore the literature review and practical implementation of the digital marketing plan.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysis .......................................................................................................................................1
Plan..............................................................................................................................................7
Critical reasoning.......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing refers to the component of marketing which helps a lot to the
organizations as it makes use of online and digital methods for the promotion of the products as
well as services to the customers (Beier, 2016). In a changing global world it is of particular
importance to the companies as they actively pursue increasing their overall level of revenue and
profits in the future time period. If the companies want to target new customers they have to use
its strategies and tactics so that strategic edge can be gained over the competitors easily and thus
sustainable level of success can be achieved without problems and issues. The aim of the
company here is to broaden its customer base by attracting them with its goods so as to facilitate
increasing its overall market share. This report is based on Google Merchandise Store which
sells different items and products to its customers in many countries around the world. In this
assignment, specific analysis will be made on digital marketing analysis, digital marketing plan
and critical reasoning.
MAIN BODY
Analysis
Digital marketing plan of Google Merchandise Store-
Particulars Details
Short-term goals The short-term goals of Google Merchandise
Store is to include more products through
which it can raise its level of profits.
Medium-term goals The medium-term goals of Google
Merchandise Store is to bring new creative and
innovative products.
Long-term goals The long-term goals of Google Merchandise
Store is to target more customers and broaden
its customer base.
Strategies  Bringing more creativity in the
marketing content.
 To make the website more interactive
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to use.
 Targeting the customers with
innovation in goods.
 Using new techniques in Digital
Marketing to target the customers.
Channels  SEO
 Pay-Per-Click Advertising
 Display Advertising
 Google Search Network
Action plan To use the channels effectively and including
more products to target the customers and
broadening the customer base in the market.
Budget
Digital Marketing refers to the use of internet, mobile devices, social media, search
engines and various other channels so as to reach the customers (Digital Marketing, 2020). For
Google Merchandise Store it can be very useful so as to ensure that it is able to reach more
customers in the long-term period.
Internal capabilities and resources-
 Digital channels- There are different types of digital channels which can be used by the
organizations for their specific purposes (Critchlow and et.al., 2016). These are SEO,
Pay-Per- Click Advertising, Display Advertising, Google Search Network etc. By using
them the companies like Google Merchandise Store can make sure that they are able to
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target the customers effectively and efficiently without problems and issues. The
company makes use of all of them so that it reaches its customers.
 Data- The data is an important component of the digital plans of the companies. In the
organizations like Google Merchandise Store, the data which is stored is quite sensitive in
nature. Therefore the firms like Google Merchandise Store can make sure that they can
data in an effective manner so as to make sure that they can achieve their digital
marketing goals as well as objectives. The company uses modern techniques to make sure
that its product data is available to all of the customers.
 Current content- The current content which is used by the companies is useful so that
they are able to frame a proper digital marketing plan (Goldfarb and Tucker, 2019). The
current content of Google Merchandise Store relates to the wide range of products and
services which it offers which ensures that it is able to target the right customers. The
focus of the managers of the organization here can be to provide attractive content for the
clients using the right digital marketing strategies so that they can purchase the products
and services of the company.
Strengths-
 Availability of funds- For adopting digital marketing techniques, there is a requirement
of various types of funds (Ištvanić and et.al., 2017). Google Merchandise Store deals with
the different types of products as well as services and therefore has the adequate financial
resources so that it is able to properly implement its digital marketing strategies.
 Creativity- For digital marketing tactics to be successful there is a requirement to be
highly creative (Key, 2017). Google Merchandise Store has good creative employees
who can put on creative content on its website which can attract the customers towards
the company.
 Innovation- In order to be successful nowadays, the firms need to innovate a lot using
the appropriate tactics. Google Merchandise Store innovates using the latest market
trends to bring the right goods for its clients. This can help the company to attract them
easily.
 Brand Image- The Brand Image of Google Merchandise Store is very helpful for it
because it helps not only in retaining the current customers but also in targeting the new
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customers. This acts as a strength and can lead towards success of digital marketing
strategies.
Weaknesses-
 Slow in adopting changes- In the dynamic nature of business environment, the company
has to adopt changes quickly so that it is able to achieve its goals and objectives. Google
Merchandise Store is slow in adopting these changes which is a weakness in its digital
marketing strategy.
 Higher costs- Digital Marketing can also lead towards higher costs for a particular
organization. Google Merchandise Store incurs higher costs for its digital marketing
strategies and tactics which acts as its weakness.
 Lack of adoption of new techniques- There are new techniques which have come up in
the market for Digital Marketing. Google Merchandise Store is not adopting them which
is proving to be its weakness.
 Low penetration level- For the success of digital marketing techniques there is a
requirement for the companies to come up with such products and services which can
penetrate the market. Google Merchandise Store is not able to penetrate the markets in
certain segments fully which is its weakness.
External analysis-
Macro analysis and Micro analysis-
 Insight into the buyer persona- Buyer Persona means creating a profile of different
customers and clients which may use a particular product or a service of an organization
(Makrides, Vrontis and Christofi, 2020). Google Merchandise Store needs to get this
insight into the buyer persona so that the right approach can be adopted by the company
for its digital marketing plan.
 Market trends- Market trends tend to reflect something which has been going on in a
particular market (Nikunen and et.al., 2017). Google Merchandise Store deals in a variety
of products and thus needs to forecast the latest trends according to which the products
can be developed so as to attract the customers easily.
 Competitor analysis-
Basis Google Merchandise Store Amazon
Customer Base Google Merchandise Store has Amazon has a wide base of
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a narrow base of customers
compared to Amazon.
customers when compared to
Google Merchandise Store.
Type of products It offers products related with
different types of daily
requirements which its
customers may have in the
market.
Amazon offers products which
are related with daily use as
well as other specific needs of
the customers.
Interface The interface of Google
Merchandise Store is attractive
compared to Amazon.
The interface of Amazon is
comparatively less attractive as
compared to Amazon.
Creative content In terms of Creative Content
Google Merchandise Store is
ahead of Amazon.
In terms of Creative Content
Amazon is lacking behind
Google Merchandise Store.
 Key influencers-
Customers- The customers act as key influencers for the organization (Nunan and Di
Domenico, 2019). This is so because they are in a position to set their particular needs and
requirements in front of the organization. Google Merchandise Store's products can influenced
by the different types of customers.
Competitors- The competitors also act as the key influencers for an organization. This is
so because they can influence the decision-making of the firm regarding its products and services
(Parekh, Kapupara and Shah, 2016). Google Merchandise Store is required to make sure that it
can alter its products and services according to the requirements of the buyers.
Opportunities-
 New markets- By targeting its products in the new markets the firms can earn higher
level of profits easily. Google Merchandise Store is required to make sure that it takes it
up as an opportunity to identify the different trends in these markets to provide its
products and services there.
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 Increase in revenues- Digital marketing strategies can ensure that the revenues are
increased within the organization. Google Merchandise Store should make sure that it can
increase the revenues through properly applying the right tactics.
 Identification of new tactics- Digital marketing strategies can help the companies a lot
in the identification of the new tactics. Google Merchandise Store should make sure that
it can identify the new tactic easily without issues and problems.
 More customers- Digital marketing strategies can help the firms in the targeting of more
customers effectively (Ritz, Wolf and McQuitty, 2019). Google Merchandise Store
should ensure that it is able to target more customers for its different products and
services.
Threats-
 More competition- There is an increasing competition in the market which can threaten
to create problems for the digital marketing tactics of Google Merchandise Store.
 Changing technology- The technology used in digital marketing can change very fast.
This can be a threat for digital marketing of Google Merchandise Store.
 Higher costs- For using advanced techniques the firms need to pay higher costs. Thus for
Google Merchandise Store this creates a threat.
 Lack of customer response- The firms face threat of not receiving a proper customer
response. For Google Merchandise Store this is a threat.
Literature review-
According to ( Confos and Davis, 2016 ), Digital marketing environmental analysis and
its application refers to the way organizations can identify the environment changes occurring in
the digital marketing landscape.
According to ( Grichenko and Ovsiannikova, 2016 ), Digital marketing environmental
analysis and its application is important for the companies because they can use it for identifying
the ways of launching their new products and services.
According to ( Shaltoni, 2016 ), Digital marketing environmental analysis and its
application is required in the companies so that they can identify the tactics which can be used by
them for promoting their products and services.
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According to ( Bala and Verma, 2018 ), Digital marketing environmental analysis is
highly crucial so that the firms can identify the new opportunities which are available for them to
promote their goods and services.
According to ( Chester and Montgomery, 2017 ), Digital marketing environmental
analysis can be required by the companies so that they can use modern ways for their marketing
of goods and services.
Plan
In above analysis marketing plan is determined by management of Google Merchandise Store
that helps to attracts customers and reach near by them for the purpose of increasing sales of
products and services.
The SMART Objectives of Google Merchandise Store are as defined:
 To increase the brand awareness among people.
 To capture high market share by 60% within 2022.
 To increase the number of customers and clients for maximisation of profits.
 To improve the communication by using different online and digital sources.
 Attract customers by improving distribution channel
Practical and implementation of digital marketing plan
For Google Merchandise Store it is important to implement and use the digital marketing
plan which can help to increase the sales and profitability in changing environment. This can
help to capture the high market share by attracting customers and improving the brand
awareness. With the help of digital marketing plan organisation can run their business
continuously and maintain high profits (Lehnert, Goupil and Brand, 2020) . This helps to operate
the business and manage all activities in business environment. For implementation of plan
managers is required to adopt some strategies and tactics in relation to business that can help to
attain the SMART objectives are as defined:
Buyer Persona Spring strategy – This is a strategy which is based on research based
profile and depicts the target customers. This states who is the ideal customers, what days are
like and the challenges which are facing by organisation while making decisions. This is main
strategy in relation to digital market is consider as long term planning which helps to increase
organisational performance and attain the business goals. The buyer persona in context to chosen
organisation:
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Google Merchandise Store
Organisation – Google Merchandise is a online hardware retailer operated by Google which
sales Google Nest products, Pixel devices, dongles, earbuds, phones, charger and keyboards by
using online method. The organisation wants to use marketing for increasing operations and
sales.
Buyer persona – Targeted audience personified through a profile.
Channel – The organisation is using different channel such as social media, Facebook, Yahoo,
Instagram and online websites that helps to provide information and improve the brand
awareness.
Content – “Buy the products as you wants” This organisation is providing variety of products
and services online that can help to increase the sales and profitability by increasing the number
of customers.
Data – This is another planning which can be use by organisation by sharing the information
and data trough Blog & Websites.
Motivation – Price, lifestyle, distribution, comfort, better quality and convenience are
motivational factor that make buying decision.
Frustration – Overloaded data & technology, having competitors, improper response to
customer etc.
Implementation – This strategy attracts the customers and encourages them to make the
buying decision that increases sales.
Communication strategy – This is another important strategy in relation to marketing
plan which can be uses by Google Merchandise for the purpose of attaining the business goals.
For instance, management of such organisation will share information on social media, websites
and twitter which normally people are using more than meeting. This can help to manage the
activities, aware the people and encourage them to increase the sales. This also helps to manage
the performance and activities by sharing information and delivering best quality of products
effectively (McCabe and Weaver, 2018).
SEO Tactics – This can be consider as strategy which is the process of improving the
website that shows high rank to organisation in search engine and attracts customers to make
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decision for buying products. The purpose to use SEO is more traffic to website from members
to target audience. This can be use by Google Merchandise for improving the search engine and
giving high rant to their business which can help to manage the organisation image and selling
activities properly. This is short term strategy that uses to improve the communication in short
period and share information in good ways (Eigenraam and et. al., 2018).
Content marketing strategy – In this marketing strategy organisation focuses on
creation, distributing value, relevant and consistent content that can attract the customers and
audience for changing them in to customers. This consider as medium term strategy that might
be develop the business by increasing number of customers as they read content and make
decision to buy. This can help to increase the sales and profitability in changing environment and
increases the business profitability.
Gantt chart - A Gantt chart is a summary of activity that states in what time period all
activities will be arrange and completed properly. Therefore, a Gantt chart is prepare for
completing the activities of digital marketing plan that are defined below:
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Literature Review
According to Klepek (2019) Marketing plan is the crucial document for organisation
which is decided by management and owners for the purpose of increasing sales and getting
higher profits. All business cannot be completed and success without making plans as this states
the ways what need to doe for improving business performance.
According to Giovannoni, (2020) Strategies and tactics in relation to digital marketing of
a business is needed to formulated that uses to share information and implement them properly
so all activities and function of organisations can be performed properly. Buyer persona strategy
is beneficial for organisation as it consider various point that needed to be consider by all
organisation while running a business and attracting the customers. This helps to identify what
people wants and how they can be satisfied in challenging environment. This strategy also states
pain points that should be remove and motivational aspect that needs to use for attaining the
business goals. By applying buyer persona strategy and tactics company can make use of digital
marketing plan efficiently and reach near by goals by increasing profits, improving brand image
and capturing high market share. On the other side, communication and content strategy are
relevant strategy that uses to complete the task and attain the business goals by influencing
customers and deliver them products by using digital marketing and strategies.
Critical reasoning
Literature review-
(Kannan, 2017) states that digital marketing is a compilation of the different types of
modern mediums which can be used by the companies in order to reach the customers in a
particular market or segment.
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(Confos and Davis, 2017) has stated that the use of digital marketing techniques is highly
required to adapt to the changing landscape of marketing. This can help the firms so that they are
able to achieve their outcomes without problems and issues.
Thus analysing critically, it can be stated that the companies make use of digital
marketing so that they can find out the new markets for their products and services and can
manage according to the latest trends which are going on in the market. The firms need to put the
right perspective while choosing a particular digital marketing plan so that they can attain their
goals and objectives set for a particular time period.
Also, the companies should look at the dynamic changes which are occurring in the
environment so that they are able to adjust themselves according to them and can alter the
approaches adopted. Therefore it can be said that there is a requirement for the firms to make
sure that the marketing department can adopt them as quickly as possible to attain a strategic
edge. In this way, the companies will be able to target profit maximization and will also raise
their customer base easily without issues and problems to attain sustainable success easily in the
long-term period.
CONCLUSION
From the above report it can be concluded that a digital marketing plan is defined as
document of sharing the details for all planning, activities and strategies for the purpose of digital
companion and actions. This is important for organisation to use the digital marketing as people
are becoming more digital by using online modes which helps to increase the sales and
profitability in changing environment. Different strategies such as buyer person, communication
and content strategy uses by organisation for running and growing their business effectively.
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REFERENCES
Books and Journals:
Beier, M., 2016, September. Startups' Experimental Development of Digital Marketing
Activities. A Case of Online-Videos. In A Case of Online-Videos (September 7, 2016).
Paper has been presented at the 14th Interdisciplinary European Conference on
Entrepreneurship Research (IECER), Chur, Switzerland.
Critchlow, N. and et.al., 2016. Awareness of, and participation with, digital alcohol marketing,
and the association with frequency of high episodic drinking among young adults.
Drugs: Education, Prevention and Policy. 23(4). pp.328-336.
Eigenraam, A. W., and et. al., 2018. A consumer-based taxonomy of digital customer
engagement practices. Journal of Interactive Marketing. 44. pp.102-121.
Giovannoni, E., 2020. Digital Marketing Planning. Chasefive. Com.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Ištvanić, M. and et.al., 2017. Digital marketing in the business environment. International
journal of electrical and computer engineering systems. 8(2.). pp.67-75.
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Klepek, M., 2019. BUYER PERSONAS: ITS USE AND LIMITATIONS IN ONLINE
MARKETING. Marketing Identity. 7(1). pp.886-896.
Lehnert, K., Goupil, S. and Brand, P., 2020. Content and the customer: inbound ad strategies
gain traction. Journal of Business Strategy.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and Research.
8(1). pp.4-20.
McCabe, M. B. and Weaver, R., 2018. Marketing Effectiveness of Educational Services on
Websites. Business Education & Accreditation. 10(1). pp.49-58.
Nikunen, T. and et.al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223). 12(2).
Nunan, D. and Di Domenico, M., 2019. Older consumers, digital marketing, and public policy: A
review and research agenda. Journal of Public Policy & Marketing. 38(4). pp.469-483.
Parekh, D., Kapupara, P. and Shah, K., 2016. Digital pharmaceutical marketing: a review.
Research Journal of pharmacy and technology. 9(1). pp.108-112.
Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses. Journal of Research in Interactive Marketing.
Online
Digital Marketing. 2020. [Online]. Available through:
<https://www.investopedia.com/terms/d/digital-marketing.asp>
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