Project: Digital Marketing Plan for ABC Company (CIM Level 4) Report

This project presents a comprehensive digital marketing plan for ABC Company, a global agricultural production company. Task 1 includes a briefing paper analyzing the company's background, B2C focus, and opportunities presented by technological advancements, such as big data and mobile marketing. It emphasizes the importance of customer focus, understanding customer behavior, and customer acquisition. The project also references the Network theory in digital marketing. Task 2 initiates a report, beginning with an analysis of the company's strengths and weaknesses. The project aims to provide insights into ABC Company's digital marketing strategies, incorporating market analysis, customer-centric approaches, and the impact of technological changes on the business.

Project /PROJECT FRONT SHEET for all CIM Level 3, 4 and 6
modules
Check list for Candidate
Format and Presentation
Have you included the module title, assessment session and your CIM
membership number in the header of each page?
Has the page count for each task been adhered to?
Have you spell checked your work and carried out a final proof read?
Have tables/diagrams/images been made context-specific and
numbered/labelled accordingly?
Module Title:
Level:
Accredited Study Centre:

Has Harvard Referencing been followed and used as required?
Are all appendices clearly labelled and relevant to the assessment
requirement?
Has a bibliography been included (where required)?
Are page numbers correct and tasks clearly identified?
Have you carried out final formatting checks ie page numbering, page
breaks, labelling of tasks, numbering/labelling of tables / appendices etc
Project2
Digital Marketing
Digital marketing represents an organization with opportunities engage and interact with the
audiences better. Efficient use of digital marketing techniques can better customer experience
and hence improved satisfaction.
Task 1 Briefing paper
(a) This section represents the digital marketing plan for ABC Company Company. ABC
Company is a global company with the headquarters in the US. ABC Company as mentioned
earlier is an agricultural production industry with its headquarters in Des Moines. The
business began in 1926, and until now, the industry has employed up to 12,500 employees
across the globe in more than 90 countries. The pioneer part was acquired by the industry in

1999 and has become part of the science company focused on scientific food production to
solve global food challenges. In doing this, ABC Company is committed to delivering
solutions to assist in meeting the growing population’s demands for agricultural products
through increased food production. The core values of the company assist in providing
quality agricultural products. The core values help in the provision of safe, sufficient products
with sustainable energy.
Background of the company ABC Company organisation has been
taken in this report which located in
Johnston, Lowa, US. They serve their
products and services in all over the world of
different kinds of products such as Hybrid
and Varietal seeds. There services are
developing such as Encirca which used by
farmers to maximize crop yield. In addition
to this, they are also combined the latest
technology for weather, soils, etc.
Dealing with B2C It is agricultural and subsidiary company
which has wide size in the world. The
company focusing on (B2C) type with the
main competitors being other agricultural
companies such as Monsanto Company.
Current digital marketing activities include
the analysis of the website data, campaign
analysis, and the marketing metrics analysis.

(b)
First oppotunity ABC Company has many competitors in all
over the world such as Dow Agrosciences
LLC, Monsanto Company and Channel Bio,
LLC. First, the Encirca services
conglomerate their unique set of activities in
the whole-farm to take decision services.
The all competitors are determined their
effective services which are geared towards
helping growers to maximize their profits and
production. The Encirca services ensure that
on-farm data are shared with local pioneer
and Encirca representative. Through this
sharing, the customers get more benefit from
the digitized Encirca services when the soil
data is availed to them for digital analysis
purposes. Technological changes are
determines improvement to make products
and developing processes.
Second opportunity Barney's biggest threat to the technological
products which can be destroying the
traditional print industry. Technological
products created by man with using several
applications of knowledge to improve person

life in the society. In the Barney's case new
technological products for more consumer.
Technological process means to make
improvement in products and services. For
instance, traditional manner of printing
magazines includes mechanical press.
Third opportunity There are several techniques implemented in
digital marketing such as big data, internet of
things, marketing automation, conversion
rate optimisation, etc. In the big data includes
market and customer insight and predictive
analytic. Internet of things includes
marketing applications. In the mobile
marketing, advertisement, site development
and apps included to make relations with
personnel. Digital experiences includes
several includes such as multi channel
analytic, email marketing automation, social
media marketing, paid search, etc.

The external technological changes in ABC Company Company brings about
reduction in the operating costs of business. This is because technological advancements in
the company would enable more automated operations like the management of big data and
data analytics. Another opportunity is the room for improvement in the communication
process. External technological advancements in an email, websites, and personal digital
products like the Encirca helps the company to improve communication with consumers.
Many software programs used by the enterprise are user-friendly, and this allows business
owners and partners to ABC Company to intensively use the computer software and
hardware. The external changes in technology also enable the company to receive consumer
feedbacks through the electronic media. This shift in external technology allows the company
to clinch new markets rather than just concentrating at a given geographical location. There
are a lot of benefits which come with the external technological advancements.
The external changes in technology demand a more advanced digital type of marketing since
the migration is towards techno savvy route. Future digital marketing digital activities will
require the financial analysis in the market to be completely digital with the extensive use of
Google analytics of the market trends. It is for these reasons that the ABC Company is also
marshaling up the relevant technological tool for market analysis. In Russia for example, the
company has employed the use of Google forms in the analysis of the market trends as far as
the technical analysis are concerned. The data obtained from the pioneer website indicates
that the website surfing registered the highest percentage regarding technological applications
compared to other services. This shows that the external technological advancements are
projecting a brighter future and intensive use of technology across 2016-2017 and even years
to come. Most of the opportunities due to external technological advancements are current
opportunities while others are future opportunities.

(c)
Importance of customer focused Nurturing relationship with customers
determines crucial part to grow effective
business. In this aspect, automation and
innovation it not requires for customer
improvements. There are many reasons due
to which digital marketing need to be
improve such as treat customer right and
maintain interactions effectively. Always
business need to listen to customer and their
requirements. According to the customer
feedback the chosen organisation will
perform their functions. There are several
methods can be implemented such as survey,
focus group, observation, point to sale,
customer services, etc.
Understanding customer behaviour Customer satisfaction important aspect which
create chatting with live over phone. It is
important to 81% of companies which
possess excellence experience for
outperforming their competencies. With
creating valuable things, communication can
be made as two way process for developing
outcomes. If personal connection perform at
home, people can run as the anti virus scan

on the device to make sure it is not infected.
Following are certain factors impact on the
business operations:
Customer acquisition Customer acquisition management includes
set of several methodologies and system that
help to manage prospects and inquiries
generated through variety of marketing
techniques.
Customer loyalty Customer loyalty can be determines as the
people choose and using particular shop to
buying particular products. Customer exhibit
their loyalty which made by the companies.
Certain products and brand extended in the
period.
Improving user experience In order to determines effective results, there
are so many ways can be implemented for
great development. In this way, different
roles need to be understand for products
which being used. Further, success also need
to understand design path with guiding the
features to accomplish success.
When developing effective digital marketing activity, it is important to take into
consideration being customer focused. In any business entity, the original gift is the high

number of clients who in turn bring in the high purchasing power in the company fewer
customers would defiantly mean less profit made in the business. Therefore, as the digital
platform takes over the economic world, it is important to have the customers in mind. Being
customer focused would mean developing less sophisticated technology platform from where
all the eligible customers can interact with the executives. The platform should be as well
flexible enough to contain the views of the clients with the view of making necessary
adjustments on the digital platform. Understanding customer behavior is a robust procedure
which requires close enginemen to get their points of view. Effective digital marketing
activities need the opinion of the customers as to what should be incorporated in the digital
platform and what should be excluded. The customers, for example, are aware of which
digital machines including phones they can use to access such information and therefore it’s
important to have their ideas heard. Once the customer’s views are understood, the digital
platform would be generated in such a way that it serves both the interests of the company
and that of the customers. The integration of these two ideas would ensure robust and
dynamic websites, for example, are created for ABC Company.
There are some theories which have been put forward to expound on the digital marketing. A
case in place is the Network theory. This is a type of theory which studies the relationship of
all sorts, be it between people or things. Social network analysis is an overlapping tool for
learning patterns that develop a social network and how they influence human behavior.
Companies borrow the same analysis when developing the digital platforms to understand the
customers before further development commences. Clients in a deeper meaning also form
part of the integrated society which also form a network of its type. The same courtesy in
understanding the customer needs when it comes to digital marketing is also extended to the
stakeholders. They too need to be regarding the developing technology to understand the

deeper insight of the company’s management. Effective digital marketing activities require a
deep understanding of the digital platform used.
Task 2 Report
(a)
Strength and weaknesses of the organisation
Strengths Weaknesses
 Performances of the organisation
carries by premium suppliers for
automative coatings which is known
as the product quality and customer
satisfaction as well.
 The ABC Company has more than
60,000 employees are work together
in more tha 80 nations.
 Geographically, the company has
diverse that assists grow and reduce
impact of slowdown in the nation.
 Due to stiff competition, market share
of the company is stagnant which
relatively stagnant economies.
 Automotive coating developed in the
many countries who working
industrial and as the decorative
segments industry.
ABC Company researchers have cut years off the research work and development time
needed for getting the new plant breeds in the market. The digital migration has enabled the
company to use robots and automation instead to perform that task instead. The robots
retrieve microscopic plant samples and extract DNA. This assists greatly in delivering the

genetic signals to plant breeders in the greenhouse. As a result, there is a rapid sprouting of
genetically modified organisms whose information are fed into the web servers directly for
access. The introduction of technology at ABC Company fifteen years ago resulted in 70
percent of the principal financial groups being considered transactional workers. Technology
took over some lower-level jobs as the customers began accessing some account information
online and completing the transactions themselves. Another current use of digital marketing
in ABC Company is the Encirca services. This a digital marketing platform which for
decades has journeyed with ABC Company to help the company remain profitable and
sustainable. The digital evolution in agriculture benefits pioneer in many ways. First, the
digital marketing products are sources of revenue while strengthening the customer relations
and routes to a modern market. Second, many customers as mentioned before can access
information from the websites which are vital for market planning and projection. Finally,
most of the transactions are done using the digital electronic machines, and this enhances the
validity of the process, accuracy, and accountability.
(b) Monsanto Company is the largest competitor of ABC Company. They just as ABC
Company enjoys a broad use of digital marketing. They are using digital marketing in seeds
and genomics segment, research and development, distribution of products and agricultural
productivity segment in general. Most of the customers generally interact with the executives
of social media platforms and also for the company’s websites. Therefore, it is the good for
the business to make effective communications' strategy for the company, Monsanto has aims
at educating the world about their products and the agricultural biotechnology in general. The
company has some teams structured around the audiences so that it ensure high competencies
in it. These teams ensure completeness is the information circuit either via the digital
platform or the usual way.

Monsanto has the effective knowledge about customer so that it is the biggest
competitor of our chosen enterprise. They are determines effective services as compare to
ABC Company which make high revenue and profits in functions and operations.
The digital platform for Monsanto Company works wonders because the online team ensures
every question from a client is addressed by the team of experts who are always online except
weekends. Their pricing policy in digital marketing demands that the price of the products be
expressed in strong currencies known globally, for example, the dollars. Monsanto has an
elaborate distribution policy in its digital marketing. In the online system of Monsanto, the
digital market distribution channel follows two intermediaries between the producer and the
final consumer. First is the E-commerce store which commercializes the products and the
Courier. The Courier here is the company which ensures the agricultural products are
transported from the online warehouse to doorstep of the consumer. Again in the promotion
policy in digital marketing is well enhanced at Monsanto together with online sales
promotion, the search engine optimization (SEO). There is also good public relations in
Monsanto’s digital marketing though this is a virtue they share in common with ABC
Company.
(c) About Monsanto, ABC Company Company needs to make some adjustments to offer
fair competition globally in terms pod agricultural products. Firsts, the online digital
marketing system should have the search engine optimization. SEO plays a dominant role in
the digital promotion since it influences the position of the digital channels available to
organizations such as websites, blogs, and other social networking accounts. The DuPont
digital marketing system should also have much of the sales promotion rather than an
advertisement. The advertisement is good, but too much of it may even raise a question of
credibility on the frequently advertised product. On the issues of the promotion policy, both