Digital Marketing Plan: Argos Ltd. Strategy and Performance Evaluation

This report provides a detailed digital marketing plan for Argos Ltd., examining the digital marketing landscape, and comparing online and offline marketing concepts. It identifies key consumer trends driving digital marketing growth, such as interactive chatbots and voice search, and assesses the digital tools available to marketers, contrasting them with traditional methods. The report explores the development of e-commerce and digital marketing platforms, develops a multi-channel marketing strategy, and explains the evolution of omni-channel marketing. It also evaluates measurement techniques and performance metrics, offering actionable recommendations to improve digital marketing performance, and concludes with a comprehensive overview of the findings.

DIGITAL MARKETING PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Digital Marketing landscape and comparison of offline and online marketing concepts............1
Key consumer trends and insights that are fuelling the growth of digital marketing..................2
TASK 2 ...........................................................................................................................................4
Key digital tools and hardware that are available to marketers in contrast to bricks and mortar 4
Development of E-commerce and digital marketing platforms in comparison to physical
channels........................................................................................................................................5
TASK 3............................................................................................................................................5
Digital Marketing plan and strategy to build multi-channels capabilities...................................5
Explain how omni channel marketing has evolved.....................................................................5
TASK 4 ...........................................................................................................................................7
Determined and evaluates the measurement techniques and performance metrics in digital
marketing.....................................................................................................................................7
Present a set of action to improve performance in digital marketing..........................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing means the use of electronic device and the internet to market the
products (Ritz, Wolf. and McQuitty,2019). . Digital Marketing plan refers to the document that
shares the details of digital marketing. It is planning to target the potential customers through
making strategies. The project report is based on Argos Ltd. The firm is established in the year
1972 on 13 of November. Its founder is Richard Tompkins. It is the catalogue retailer that
operates in United kingdom. It is one of the subsidiary of Sainsbury.
The Study will explain the digital marketing landscape and will compare the offline and
online marketing concepts. It will determine the key consumers trends that are fuelling the
growth of digital marketing. It will assess the key digital tools that are available to the marketers.
The report will examine the development of E-commerce and digital marketing platforms.
Furthermore, assignment will develop marketing plan and the strategies in order to build
multi channel capabilities. It will explain how omni channel marketing has evolved. It will
determine the measurement techniques and performance metrics in the digital marketing. The
report will present a set of actions for improving performance in digital marketing. Lastly, report
will provide conclusion.
TASK 1
Digital Marketing landscape and comparison of offline and online marketing concepts
The digital marketing landscape can be defined as the social media advertising and the
evolving stage of digital marketing. It includes pay per click, search engine marketing and web
development. To target potential customers Argos do advertisement for their products through
using digital Marketing Landscape. The company takes help of the social media, email and other
websites to advertise its products. Nowadays, the customers prefers to do online shopping, and
they remain more active on social media channel (Viana, 2016). Through implementing digital
marketing the company sales get increased and eventually turns to higher profitability. Digital
marketing is also helpful for lowering the business costs. It provides accurate data than the
traditional marketing activities. The firm can gain competitive advantage by using Digital
Marketing.
Online and Offline Marketing concepts
The offline marketing companies uses large as well as small use offline media channels
regrading to the build the products as well as services. Argos do offline marketing by radio,
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television and publishing articles in the newspaper. They put banners and hoardings at the
middle of the city so that large number of customers get attracted towards them. Argos is
occurring huge costs for doing advertisement on television. The firm has to maintain the money
in the stock, for giving salaries and for paying rents and bills. The offline marketing does not
give maximum exposure. Customers are not facilitated with the 24/7 and 365 days whereas in
online marketing the customers can access the company's portal whenever it is needed (Online
Marketing Vs Offline Marketing, 2016).
Online Marketing is used to utilizes the internet for doing promotions. For doing online
advertisements Argos takes help of the social media through this they are able to attract large
number of peoples. To target the potential audience the online marketing plays crucial role.
Online Marketing also done through email campaigns, web content and video advertising. For
doing innovation in the products there is need of research and development. Thus, the online
marketing is helpful for gathering the data for research with the ease. The information is already
available on the internet. Thus, the online marketing is also cost-efficient for the company
(Gkikas.and Theodoridis, 2019). The latest trends and preferences of the customers are easily
available on the web. Therefore, Argos can take the data through the web and can do innovation
in their products as per that, It is helpful for providing long term exposure. If the online
marketing is implemented in proper way is able to provide long-term exposure to the target
audience, Through doing customized advertising the Argos is able to target the specific
customers who are interested to buying that particular product. By doing social media advertising
the company is also able to send the ads directly to the chosen audience (Baker and Hart, 2016).
As it also displays how many people the ads have been reached. It is helpful for providing the
real time results.
Key consumer trends and insights that are fuelling the growth of digital marketing
The world is changing as there is rise of digital marketing. The Argos is taking help of
digital marketing for improving the profitability of the organization. Key consumers trends that
are fuelling the growth of digital marketing in firm are as follows -
 Interactive Chatbots – The technology is upgraded and the customers are facilitated
with the use of messaging, texting and to converse directly with the company. The global
Chatbots market is also estimated to grow by 2025. Some social media sites such
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Facebook messenger and Whatsapp messenger bots are also customized to push the
company's products and services. (Tuten. and Solomon, 2017)
 Voice search – The use of voice search, command and assisting is at increasing trend.
The voice search is enabling the customers to directly access the company information
through online. The search is helpful for resolving the customers queries. Thus, the Argos
is publishing the content which is helpful for resolving the customers queries.
 AI and blockchain technologies – The technology is already changing the view of world
from the financial system's outlook. Its ability is not limited to these sectors. It is
expanded to a new phase of digital marketing. The technology is helpful for the marketer
to track their advertisement where they need to be placed and for enduring the real
consumers. The customers engagement data is more reliable. This is helpful for ensuring
that the customer's data doesn't transfer to the advertisers (Gupta, 2019) They have
control over their personal data. Once the customer trust get build this will provide
company an opportunity to know their customers. The block chain is helpful for reducing
the unwanted expenses of the business. The return on investment is helpful for the
Company in order to reach to the target customers.
 Influencer Marketing – The people are tended to attract more through influencer
marketing. The customers are more likely to believe the real person. Hence, the
influencer marketing gives rise to digital marketing (Ruan. and Siau, 2019). Through
making ads videos the Argos is able to influence the people with the help of real role
model. The company is ensuring that the ambassadors they are choosing can attract the
customers mind easily. The latest digital marketing technologies is helpful for driving
business towards success.
 Social messaging apps – The customers are highly active on these apps. As on Facebook
in accordance with the research 10 billion messages are sent by the people and businesses
every month (Tuten. and Solomon, 2017) . As for the Whatsapp around 1.6 billion are
the active users in a day. The Argos is taking competitive edge by doing social media
advertising. This platform allows the company to reach large number of customers in
comparatively lesser time.
 Browser Push notifications – The company is using push notifications. This notification
is helpful for reaching the customers in an effective way in order to have improvised
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conversation with them. This is helpful in retaining customers and for improving the
conversation rates (Du, Malik and Theocharous, 2018). For example, Argos use the
browser push notifications to re target their customers which are abandoned with their
shopping carts. They inform them for completing their purchases. Thus, this is helpful for
retaining customers towards their products.
 Programmatic advertising – This advertising is helpful for targeting most specific
audience. This is helpful for improving the conversations with the customers. It is helpful
in lowering the customer's acquisition costs. It is changing the digital advertising face.
According to the research 86.2% of digital ads is becoming programmatic (Spiller. and
Tuten, 2019). Thus, the Argos is using programmatic advertising. When the customer
clicks on the advertisement the advertiser facilitate to covert into higher profitability,
TASK 2
Key digital tools and hardware that are available to marketers in contrast to bricks and mortar
Digital tools are not leads towards the closing of the brick and mortar store. Rather, the
digital presence is helpful for creating the opportunity for improving the shopping experience of
the customers. The stores which are having limited intelligence on the quantity of stock and
location. The company is not able to successfully delivered the omni-channel strategy unless and
until the stock levels are not expected adequate to serve the customers successfully.
Use of internet marketing for revenue generation
According to Mueller, 2018, it is stated that the digital marketing facilities the company
to attract large number of people. It is cheaper in comparison with the offline marketing. For
doing the newspaper and television advertising there is occurrence of huge costs. It facilities the
customers to directly in touch with the products. As per view of Hanlon, 2019, it is stated that
internet marketing is helpful in revenue generation. It means that product information is available
on the official website of the company (Spiller. and Tuten, 2019). From there the customers are
able to know more about the product in terms of size, price and colour. This facilitates the
decision-making of the customers. The customers are able to make choice whether to purchase a
particular product or not. Through social media platforms the Argos can engaged the customers
to analysis their needs. Thus, through this customer satisfaction in the company get increased and
it eventually turns unto higher profitability.
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Various types of digital tools and digital hardware
The digital tools are helpful in retating the customers towards the company. It is helpful
for supporting and enhancing the marketing. The different types of digital tools which are used
by Argos are as follows -
 Search Engine Marketing – This Marketing is helpful for gaining the market share
through online channels. This involves the use of search engines such as Bing, Yahoo and
Google. Argos gains the traffic and visibility though search engines, By both the paid and
unpaid efforts.
 Search Engine Optimization – It helps the Argos to enhance their ranking on the website
page. The company can make their business to rank higher on the website page. Through
this the firm is able to gain customers retention due to higher positioning. It is an
optimization methodology of techniques, tactics as well as strategies to enhance the
amount of the visitors to a website. ( Rohm, Stefl. and Saint Clair, 2019).
 Social Media Advertising – Today's generation is known for social media influencer.
Thus, the social media advertising is helpful for Argos. It helps the Company to attract
large number of potential audience (Gupta, Miller and Darda, 2016). It is also cost-
efficient that's why it is chosen by the company .
 Email Marketing – It is the oldest type of digital marketing. The marketers use emails for
deriving the relationship with their customers. It is known as the one segment of the
internet marketing which enables online marketing through websites, blogs, social media.
it is essentially same as the direct mail but the only thing is different ,instead of sending
email through direct postal service, it will send messages electronally through email.To
build effective conversation, the firm still uses the Email Marketing (Tuten. and
Solomon, 2017).
 Content Marketing – It is an indirect way of marketing the products. Argos publish the
content which can easily be found by their customers at the time of doing web browsing.
The main reason behind this marketing is to make the viewers interact with the content
through reading, commenting and sharing.It is also defined as the strategic marketing
approach which focused on distributing as well as creating valuable ,consistent and
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relevant content which is used to clearly defined audience and after that ultimate to drive
the profitable action of the customer action.(Ritz, Wolf. and McQuitty,2019).
For example, the company is using traditional inventory counting method in their
physical stores. The inventory is not accurately estimated. Thus, it results in poor experience of
the customers and there is loss of sales, Through using RFID technology. Here the RFID is radio
frequency identification which refers to the technology through digital data which is encoded in
smart labels. it is captured by the radio waves. It is frequently uses to track the vehicles ,pets as
well as even patients with the diseases called ALZHEIMER. Retailer can reached to near perfect
inventory. Thus, the customer's satisfaction in the Argos get increased as there is timely
availability of the customers products. The RFID technology is helpful for reducing shrinkage
and improving the sales velocity (Spiller. and Tuten, 2019).
Development of E-commerce and digital marketing platforms in comparison to physical
channels
The growth of online transactions and E-commerce
The digital marketing is helpful for derive success of the business. The development of
the E-commerce changing the customer behaviour. The customers are more likely to prefer
online shopping than the traditional one. Hence, the Argos is doing online marketing for taking
competitive edge. Through this the company is able to attract large number of people towards
their products (Ruan.and Siau, 2019).
Physical channels such as the television, radio and publishing the articles in the
newspaper are relatively more expensive than the online marketing. Social media advertising is
way too cheaper. Thus, this platform is helpful for the company to increase the customer
retention in considerably less price (Tuten, and Solomon, 2017). This sites helps to organization
for attracting the customer and providing the information to customer about the product and
services, in recent days people are more active in internet so this is the best way to advertise the
products through online platforms. Automated Emails are in use. The company is using content
marketing strategy for advertising the products.
TASK 3
Digital Marketing plan and strategy to build multi-channels capabilities
The digital marketing plan refers to the document that shares the digital marketing
campaigns of the firm. Thus, the Argos needs to implement the digital marketing plan.
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Digital Marketing Plan for Argos
Situational analysis – The Digital Marketing is at increasing trend. Thus, the Argos has the
opportunity to adopt digital advertising in order to attract large number of customers towards
their products. Through this they are able to increase their profitability. Internet Marketing
allows the customers to know the product in detail way (Medina, Coelho and Bellido-Pérez,
2017). Therefore, the customers are able to take decision in regard to the product whether they
want to purchase or not. Thus the sales of Argos products get increased.
Digital Marketing goals
 To increase the customer retention by 5% within 2 months.
 To increase profitability by 10 % within 3 months.
 To create brand awareness of Argos products among the customers through social media
adversing.
SITUATIONAL ANALYSIS
 SWOT ANALYSIS
 Strength

 Successful brand
 Argos reaches out to 130 million
customers and 18 million UK
households ( Rohm, Stefl. and Saint
Clair, 2019).
 The Best employment
 Weakness

 Limited market share
 Lack of presence in global market.
Opportunity
Enter in new development market like china
and Asia.
 Enter in digital marketing.
 Threat

 Huge competition
 high price war
PEST ANALYSIS
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 Political
UK government change their policies and
regulation related to the digital technology
system and this policy put pressure on the
Argos as either they update or buy their new
technology . (Tuten. and Solomon, 2017)
 Social
Some social factor like changing life style and
reduce unemployment. It affecting the sales of
Argos electronic product.
 Economical
Due to financial crises' unemployment rate has
increased which crested the negative impact on
the performance.
 Technological
Due to advance technology, government has
also decided to change the digital transmission
that directly impacts on Argos product.
 Marketing mix
 Place - The product of Argos available on stores and online platforms
 Price – To increase the demand of product firm can use the penetration pricing
strategy.
 Product – product is cars and cellphone now form include the new product which is
traditional TV packages and home theatres
 Promotion – to promoting the product firm can use the direct advertising.
PORTER'S FIVE FORCES
Porter's five forces helps to shape every industry by analysing five competitive forces and also
helps to determine the weakness as well as strength of the Argos. The forces are used
to measure intensity, profitability of Argos which is given below.
 Competition in the Argos Company
 Powers of the suppliers of the Argos Company.
 Customer's power
 Threat of the similar products.
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Development of strategies
 Segmentation – The people who aged from the 20 to 40 years are highly active on social
media channels. Hence, they are focus on Demographic segmentation and target the age
of 20 to 40 dependents kids and households. Hence, they are targeted. Demographic
segmentation is being done on the basis of the age gender etc. As people preferences and
tastes get changed on the basis of their age and gender. For example the women are more
likely to purchase the cosmetic products. Therefore, they company has display the
cosmetic advertisement as they troll on relative websites.
 Positioning – Argos will do positioning of their products through digital marketing. The
customers are able to know the product in detail. As the company's information and
products is displayed on the official website and channel of Argos. Therefore, the
customers are able to do direct conversation with the company. If they find any default
and problem they can easily contact with the company by using this website.
 Content Strategies – Argos will put the detail information through content writing on
the web. As the customers trolls their web browser the advertisement for the Argos
products blink in between, through this the firm is able to capture the customer attention
towards their products.
Digital strategies and Tactics for multi channel platforms and online interchanges
Digital marketing strategy defined as order of action that help to accomplish desirable
demand of the company through cautiously choice of online marketing channels. The company
will do social media advertising for attracting the large number of audience towards their
products (Dodson, 2016). Thus, social medial platform is one of the best platforms that helps to
increase brand recognition. Another strategy is to do customized advertisement. The people who
are interested to purchase the particular products, the ads will display to only that group of
people in customize advertisement. Thus, the sales of the Argos products get increased. The
company also take help of the google ads to advertise its product in more efficient manner.
Measuring results and KPI's
The performance of digital marketing is being evaluated by asking the customer about the
feedback. Through considering the feedbacks further improvements is being made in the
products. As per the Key performance indicators the company is able to increase customer
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retention up-to 5% within the 2 months. The brand awareness is also gets increased. The
profitability of the Argos is get increased by 8% within 3 months.
Explain how omni channel marketing has evolved.
Omni channel marketing
The omni channel approach means it covers many approaches it also called multichannel
approach that means this approach builds the many channels to promoting the product and
enhance the sales. Thus, omni channel is the method that helps to build multiple methods of
promoting and distributing products, such as physical stores, websites and mobile apps. Thus,
this all tools helps to attract the customer towards the product and services because it provides
the interpersonal interaction between customer by improving the digital interactions, such as
social media and e-commerce purchases (Petit, Velasco and Spence, 2019). Thus, this channel
provides the help to organization that how to use the different technology to enhance the sales
and profitability of the firm. This system allowing customers to reach out with problems or
concerns by phone, email, web chat and social media.
As a technology is change continuously in current trend and also the requirements of new
technology is enhanced day by day. Thus, firms are improved their marketing and promotional
strategy and Think about how quickly the internet has improved the methods of businesses to
promote their services and products. There are different types of marketing channels that helps to
interact with customer and transfer the information to the customer such as online marketing
channels and offline marketing channels. In online marketing channels it includes the social
media and other social sites and e-commerce websites (Ritz, Wolf. and McQuitty,2019). . Thus,
it helps to firm because this method is not time-consuming as well as it enhance the customer
base because it set up the two-way communication with your target audience so that their wishes
are known and their interest is catered with ease. On the other side, offline marketing includes
the print advertisement, face to face interaction and direct email. Thus, this technique is also
helps to share the information about the product in order to attract the customer. Thus, Argos
Ltd. Use this omni channel in the business to easily interact with customer and improving their
digital marketing to enhance the profitability of the firm (Spiller. and Tuten, 2019).
Importance of omni channel
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