Digital Marketing Strategies and Analysis

This assignment delves into the realm of digital marketing, examining its key principles, various strategies, and real-world applications. It analyzes the evolution of digital marketing, discusses network externalities in markets like digital television, and highlights the influence of online communities on marketing. The assignment also explores gender differences in online travel information search and the impact of social media on direct marketing. It utilizes examples from various industries and academic sources to provide a comprehensive understanding of digital marketing's role in contemporary business.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Customer centric digital marketing audit...............................................................................3
TASK 2............................................................................................................................................5
Digital marketing strategy with objectives and evaluation matrix.........................................5
TASK 3............................................................................................................................................7
Recommendation for a Customers Engagement Campaign using SoLoMo .........................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
APPENDICES...............................................................................................................................12
.......................................................................................................................................................12

INTRODUCTION
Digital marketing means marketing of goods and services over the medium of internet or
any other digital medium like mobiles phones ,emails etc. It is also known as “data driven
marketing.” Through this company can maintain relationship with the customers by exchanging
their ideas and thoughts that helps in the achievement of goals of the both parties [sellers and
buyers] (Jobber and Ellis-Chadwick, 2012). It's main objective is to reach the customers globally and
generating sales and motivate them for taking an action. The present report is based on the JUST
EAT UK that deals in online food and delivery service and acting as an intermediary between
independent food outlets and restaurant and customers. The below report explains the customer -
centric digital marketing audit and objectives of digital marketing strategy and evaluation matrix
and customer engagement campaign using SoLoMo approach etc.
TASK 1
Customer centric digital marketing audit
Customer centric digital marketing means, in this company does marketing of goods and
services and exchange of ideas and thoughts according to the customers ' requirement and their
comfort (Weber, 2009). A customer centric approach can add value in the company and it is
helpful in differentiate the products from the competitors' products.
JUST EAT UK target market is young people means 18 years old people of the country.
JUST EAT UK uses the following model for analysing the customers and their behaviour. It
depends on the situation of the customers and the company .models for analysing the customers
are as follows-
 Easy -to- convince model- These model reflects that purchases that require less
consideration like purchases by loyal customers and buys from one decision maker etc.
With the help of this ,JUST EAT UK are succeed by generating moments of inspiration.
Andrew David model of the buyer 's journey affects the buyer purchases. It is helpful to
know the customers for future purchases (Kline, Dyer-Witheford and De Peuter, 2003).
 Circular model –This model is proposed by David w. Pearce and R. Kerry Turner. This
model has six stages that is used in B2B customer 's journey. It's cyclical process fits in

that situation where purchasing are done repeatedly. This model explains that what
employees of the company need to do at stage of the buyer journey.
Stages involved in buying decision process of customers- Buying decision process is the
decision making process that is used by the buyers before purchasing the products and services.
For capture the large market JUST EAT UK should analyse the buying decision process.
These process includes five stages that are as follows-
 Problem recognition- The first stages involves to identify the need and requirement of
the products. Firstly consumers and marketers should analyse that what actual consumer
wants means which types of products ans services they want (Lindsay and et.al., 2008). If
company identified the needs and wants of their target market then it will be good time
for advertising their products.
 Information search- After identifying the needs and requirements ,consumer search the
information about products that will satisfy their recognized needs and wants.
Information can be collected from many sources like other peoples ,past experiences etc.
 Evaluation of alternatives- After collecting all information about the products ,
customers does compare among the collected alternatives on the basis of product's
attributes ,benefits etc (Chaffey, Smith and Smith, 2012). that the customers want in the
products. Once customers identifies that which one will satisfy the needs ,they start to
find out the best deal that may be depend on price ,benefits etc.
 Purchase- After selecting the best alternative or best deal ,consumer does purchases of
that products. This purchase can be disrupted by negative factors or unanticipated
situation.
 Post purchase behaviour – This stages are very critical for the company. At this
stages ,after purchasing the products , consumers compares the products with the
expectation and the experience after using the products (Grönroos, 1984) . If products are
according to the expectation then customer will be satisfied and vice versa. If customer
will be satisfied then he will become loyal customers of the company.
Key issues in digital marketing – There are many issues that are involved in digital
marketing which are as follows-
 Authenticity- The digital marketing 's authenticity of the products is not good .
companies show something on the websites and deliver something. Customer gets

different products that is not according to the expectation of the customers and that they
ordered to the companies.
 Security problems – In digital marketing ,security issue are major concern .Hackers and
crackers can hacks the personal information about the customers like cards
information ,password etc. Crackers can crack the companies websites and change the
source code of the website.
 Marketing software is too hard to use- Technology of marketing is more complex
because of complexity of customer journey .
 Network problem – In digital marketing ,network problems can occurred due to weather
problems or other problems like at the same time many customers uses the websites that
can also reason of network problems (Gupta, Jain, and Sawhney,1999).
Benefits of digital marketing channel-
 Reduced cost- JUST EAT UK can reduce cost by using digital marketing .It can
advertise about their products economically through yellow pages banner etc.
 Global reach – Through digital marketing ,JUST EAT UK can capture the market
globally by investing small amount (Kozinets, 2002)
 Improved conversion rate – JUST EAT UK are dealing online then their customers get
products or services by only few clicks .It saves the time of customers .they don't need to
go anywhere for purchasing products or services.
 Openness – With the help of digital marketing , JUST EAT UK can create loyal
customers and be able to create goodwill among customers.
TASK 2
Digital marketing strategy with objectives and evaluation matrix
There are many types of digital marketing strategy that will help the company in
promoting themselves in this competition. JUST EAT UK adopts the following model or strategy
for promoting itself in the competitive market place-
The RACE model is proposed by John Marston in 1963. The RACE planning framework
that is used by the company. This frame work involves four stages which are as follows-
 Reaching – In this stage , JUST EAT UK have aim to increase the market share globally
by posting different or interesting content over the medium of internet. Company can post

the information about the products and services over the website of it ,social media like
twitter etc (Varadarajan and Yadav, 2002). For capture the market ,JUST EAT UK should set
the effective tag line that can be able to attract the customers towards their company. e.g.-
JUST EAT UK can set the tag line “itsJUSTaclickawy”. It creates a perception in the
prospect mind that they can get food in just a one click. It will help the company to create
awareness about brand ,generate sales and create goodwill.
 Acting- If JUST EAT UK are acting then it will attract the customers towards their brand
and encourage them for purchasing the products of it. Through this customers will enjoy
their customer journey and will become loyal and committed towards the company 's
products. Through this company will promote itself in the competition market place.
 Converting- If company 's product have good quality then it will help in creating brand
name that will helpful in converting the prospect into loyal customers ( Kim, Lehto and
Morrison, 2007).
 Engaging- For retaining the customers and convert them into loyal customers ,company
uses many schemes and programme like point system ,reward and prizes etc. and
communicate with them so that they can motivate for becoming the loyal customers.
JUST EAT UK has objective to generate sales and to capture the market globally. With
the help of digital marketing ,JUST EAT UK can achieve this objective. It become a champion
or master in dealing online [taking order and delivery]. Now a days it have more that 7 million
members all over the world. It became possible because of digital marketing. In 2006 ,JUST
EAT UK launched a application that helped the company to become a leader of online order
taking and delivery in the country (Kline, Dyer-Witheford and De Peuter, 2003). At this time JUST
EAT UK offer the products and services to 30000 restaurants in all over the world. It became
possible with the help of digital marketing. It advertise about their products and services over the
medium of internet ,TV etc.
Evaluation of digital marketing strategy is very important for achieving the objective of
the organisation. Marketing strategy means that strategy that is helpful in creating brand
awareness and generating sales and process. Marketing strategy is helpful in achieving the
competitive advantages over the competitors and get large market share globally. Company
should evaluate timely that company is going on a right path or not (Weber, 2009) .If not then
should take corrective action. This evaluation is done for checking the effectiveness of the

marketing strategy . Digital marketing strategy can be evaluated by the following tools and
techniques which are as follows-
 Through social media- JUST EAT UK can evaluate their digital marketing strategy
through the social media [Facebook ,twitter etc.] .company can evaluate by checking how
many people are following the company. In this company evaluates by using
HOOTSUITE which check the clicks on the link of company's website.
 Google analytics- It is very helpful in tracking the no. of people that likes or shares or
comments and as well as the rate of returning customers (Jobber and Ellis-Chadwick, 2012).
By implementing this analytical tools company can get information that how many
people are visiting the websites of the company.
 JUST EAT UK can evaluate the digital marketing strategy by evaluating that how many
people are converting from prospect to loyal customers.
 It can evaluate by checking this by implementing this digital marketing strategy , how
many people are attracted towards the company 's products or services and what is the
amount of increasing sales or profits .If profit or sales are increased then it it is treated
that digital marketing strategy is effected (Bampo and et.al., 2008)
TASK 3
Recommendation for a Customers Engagement Campaign using SoLoMo
SoLoMo stands for social +local marketing +mobile. Now a days it is most popular
term of new marketing approach. It tells or represents that how business is interacting with the
internet and how it is interacting with their target market. Through this approach ,company can
easily deal online (indsay, S.G. ed., 2005 ). Before designing and implementing this
approach ,company should involve the following things which are as follows-
 Consumer insight - For developing a successful SoLoMo approach ,company should
have knowledge about the consumer behaviour or attitude. Company should know how
consumer are purchasing the products and how much time he is taken for purchasing the
products and should know what questions are asked by consumer while purchasing the
products. After knowing these question (Chaffey, Smith and Smith, 2012).company should
made marketing strategy.

 Ability to relinquish control- Consumer expects that there should be transparency and
control. So company should provide transparency and control to the consumers.
SoLOMo marketers can give control to consumers in the following way-
1. By providing different channels to the customers (Grönroos, 1984).
2. If company have physical outlets then should provide Wi-Fi access.
3. Should provide options for interacting with the company.
4. Should provide option that they can order from anywhere.
 Convenience – Consumer wants to purchase the products or services from there where
they feel comfortable or get more choices . So SoLoMo marketers should ensure that the
consumer will get everything related to the business easily and quickly. For example –
Location , content and answer to their questions etc (Gupta, Jain and Sawhney, 1999).
 Listening skills – Company should pay attention to the consumers what they want to say
about your products and services , your competitors etc. So while designing the SoLoMo
approach company should pay attention to the consumers.
So while designing and implementing the SoLoMo approach ,company should involve
the following points for making this strategy successful (Kozinets, 2002) . Consumer is engaged in
SoLoMo approach. They are engaged in the following way which are as follows-
 Social- Now a days consumer are more social means most of the people are connected
with the social technology .They are using social networking sites like Facebook ,twitter
etc. Now they can easily transmit and receive information instantly and immediately
which transformed the way of purchasing the products and services (Varadarajan and Yadav,
2002). At this time before purchasing the products they see the review about the products
on the social networking sites then purchased the products. So todays time most of the
people purchased the products online .
 Mobile – Today time is the changing time. At this time everyone have the smartphone
that are using for online shopping. No one need to go anywhere for shopping and
purchasing any products. They can purchase anything by just a click and sitting at home.
It saves the time of the people. It is just a great experience of shopping.
 Local- Location based platforms are used for some promotional offer that is offered by
the company. In this company give opportunity to the customer for doing comments ,rate

and share their experience with their businessperson are many types of local station like
foursquare etc. (What Is Digital Marketing?. 2017).
Traditional marketing includes tangible items like business cards ,yellow
pages ,posters ,billboards ,newspaper ,magazines etc. while in digital marketing , marketing is
done through internet ,emails etc. Now a days digital marketing is more successful as
comparison to traditional marketing. Techniques of digital marketing which are followed by
JUST EAT UK for doing marketing of products and services that are provided by them-
 social media- JUST EAT UK does advertise about their products and services through
social media like twitter ,Instagram ,Facebook etc. Now a days company makes a page on
the Facebook or Instagram and advertise about their products and services to the
customers and tells them about their products and services and ask them to like the page
and along this tell them about the best dish of their restaurant that does th marketing of
the brand or products or services. On this company can directly contact with the
customers through chats ,mails etc. Company can give offers to customers that if they
will share the links of the websites or share or recommend the page then they will get
best offer.
JUST EAT UK can do marketing about their services on You tube. It can upload the video on the
you tube and ask the customers for subscribing and give offers if they will subscribe then they
will get best offers.
 E-mails- Company does advertise about their products and services through emails. It
sends the mail to the customers and tells and give information to them.
 Search engine marketing- In this company pay for showing the company name first
when people will search anything over the internet .
Techniques of traditional marketing- In this company does advertising through the
following way which are as follows-
 Printed media – In this company does advertising about their products and services in
printed forms like newspaper ,magazines ,yellow pages , brouchers etc.
 Billboards – Billboards are like banner but this includes lighting around the
billboards .These are located at highways etc (What Is Digital Marketing?. 2017).
Both marketing is good at their places .It is difficult to say that which one is best .These
marketing is depend on the target group . Marketing strategies are made according to the target

group . Assume target group is living at that places where they have no internet ,mobiles phones
etc then there should do traditional marketing and vice versa.
CONCLUSION
Now a days digital marketing is very important in an organisation for generating the sales
and profits and it is helpful in achieving the large market share and competitive advantages over
the competitors . From the above study which is based on digital marketing ,it can be concluded
that digital marketing is helpful in achieving the large market share and it has many benefits like
time saving ,cost effective, global reach as well as it have some disadvantages like security issue
authenticity and network etc. In the above report , SoLoMo marketing strategy and it's elements
is analysed and techniques of digital marketing and traditional marketing are explain and
critically evaluated that digital, marketing is good in comparison to traditional marketing.

REFERENCES
Books and Journal
Bampo and et.al., 2008. The effects of the social structure of digital networks on viral marketing
performance. Information systems research, 19(3), pp.273-290.
Chaffey, D., Smith, P.R. and Smith, P.R., 2012. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Grönroos, C., 1984. A service quality model and its marketing implications. European Journal of
marketing. 18(4).pp.36-44.
Gupta, S., Jain, D.C. and Sawhney, M.S., 1999. Modeling the evolution of markets with indirect
network externalities: An application to digital television. Marketing Science. 18(3).
pp.396-416.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kim, D.Y., Lehto, X.Y. and Morrison, A.M., 2007. Gender differences in online travel
information search: Implications for marketing communications on the internet.
Tourism management .28(2). pp.423-433.
Kline, S., Dyer-Witheford, N. and De Peuter, G., 2003. Digital play: The interaction of
technology, culture, and marketing. McGill-Queen's Press-MQUP.
Kozinets, R.V., 2002. The field behind the screen: Using netnography for marketing research in
online communities. Journal of marketing research .39(1). pp.61-72.
Lindsay, S.G. ed., 2005. The future of music: Manifesto for the digital music revolution (p.
xi193). Boston: Berklee Press.
Palmer, A. and Koenig-Lewis, N., 2009. An experiential, social network-based approach to
direct marketing. Direct Marketing: An International Journal .3(3). pp.162-176.
Varadarajan, P.R. and Yadav, M.S., 2002. Marketing strategy and the internet: an organizing
framework Journal of the Academy of Marketing Science .30(4). pp.296-312.
Weber, L., 2009. Marketing to the social web: How digital customer communities build your
business. John Wiley & Sons.
Online
What Is Digital Marketing?. 2017.[Online]. Available through:<https://uk.marketo.com/digital-
marketing/>. [Accessed on 15th April 2017].
What Is Digital Marketing?. 2017.[online]. Available
through;<http://www.toprankblog.com/2014/07/digital-marketing/> . [Accessed on 15th
April 2017].

APPENDICES
Circular model
Stages Description
Design or manufacture Company design the products or services according to the
requirement of customers.
Retailer Company finds the retailer who will help in selling the
products.
Consumer Company finds out the target market for their products.
Re-use Company will back out the products which have no use.
Re-cycling sectors Company sends the products to that place where that bad
product can be recycle.