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Digital Marketing Strategies and Analysis

   

Added on  2020-02-12

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Digital Marketing
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Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3Customer centric digital marketing audit...............................................................................3TASK 2............................................................................................................................................5Digital marketing strategy with objectives and evaluation matrix.........................................5TASK 3............................................................................................................................................7Recommendation for a Customers Engagement Campaign using SoLoMo .........................7CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11APPENDICES...............................................................................................................................12.......................................................................................................................................................12
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INTRODUCTIONDigital marketing means marketing of goods and services over the medium of internet orany other digital medium like mobiles phones ,emails etc. It is also known as “data drivenmarketing.” Through this company can maintain relationship with the customers by exchangingtheir ideas and thoughts that helps in the achievement of goals of the both parties [sellers andbuyers] (Jobber and Ellis-Chadwick, 2012). It's main objective is to reach the customers globally andgenerating sales and motivate them for taking an action. The present report is based on the JUSTEAT UK that deals in online food and delivery service and acting as an intermediary betweenindependent food outlets and restaurant and customers. The below report explains the customer -centric digital marketing audit and objectives of digital marketing strategy and evaluation matrixand customer engagement campaign using SoLoMo approach etc.TASK 1Customer centric digital marketing auditCustomer centric digital marketing means, in this company does marketing of goods andservices and exchange of ideas and thoughts according to the customers ' requirement and theircomfort (Weber, 2009). A customer centric approach can add value in the company and it ishelpful 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. Itdepends on the situation of the customers and the company .models for analysing the customersare as follows-Easy -to- convince model- These model reflects that purchases that require lessconsideration 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 toknow 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. Thismodel has six stages that is used in B2B customer 's journey. It's cyclical process fits in
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that situation where purchasing are done repeatedly. This model explains that whatemployees of the company need to do at stage of the buyer journey.Stages involved in buying decision process of customers- Buying decision process is thedecision 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 ofthe products. Firstly consumers and marketers should analyse that what actual consumerwants means which types of products ans services they want (Lindsay and et.al., 2008). Ifcompany identified the needs and wants of their target market then it will be good timefor advertising their products.Information search- After identifying the needs and requirements ,consumer search theinformation 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'sattributes ,benefits etc (Chaffey, Smith and Smith, 2012). that the customers want in theproducts. Once customers identifies that which one will satisfy the needs ,they start tofind out the best deal that may be depend on price ,benefits etc.Purchase- After selecting the best alternative or best deal ,consumer does purchases ofthat products. This purchase can be disrupted by negative factors or unanticipatedsituation.Post purchase behaviour – This stages are very critical for the company. At thisstages ,after purchasing the products , consumers compares the products with theexpectation and the experience after using the products (Grönroos, 1984) . If products areaccording to the expectation then customer will be satisfied and vice versa. If customerwill be satisfied then he will become loyal customers of the company.Key issues in digital marketing – There are many issues that are involved in digitalmarketing 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
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