Digital Marketing Report: ARGOS Ltd. Strategies, Analysis, and Plan

This report analyzes the digital marketing strategies of ARGOS Ltd., a British catalogue retailer. It begins with an introduction to digital marketing, its benefits, and a comparison with traditional offline marketing, highlighting cost-effectiveness, global reach, and measurable outcomes. The report then conducts a digital environmental analysis, identifying opportunities such as direct advertising and easy brand promotion, alongside challenges like high competition and the risk of hacking. It explores digital channels, emphasizing the use of online platforms like Facebook for revenue generation and customer engagement. The report further discusses environmental factors, consumer trends, and the importance of adapting marketing strategies to the changing business landscape, emphasizing the need for ARGOS Ltd. to gain a competitive advantage and safeguard itself against evolving market dynamics. The report also covers the digital marketing plan, key methods for evaluation, monitoring and measuring the digital marketing effectiveness.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................9
TASK 4..........................................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
Digital marketing is a wide term which refers to extensive selection of variety of
promotional techniques and tactics to reach customers with the use of digital technologies. It is
also known as internet marketing since internet plays a major role in this type of marketing
(Chaffey and Ellis-Chadwick, 2019). The motive of digital marketing is to engage customers to
have interaction with the brand through digital media. The company chosen in this report is
ARGOS Ltd. which is British catalogue retailer having its head office at Buckinghamshire,
England. It was founded by Richard Tompkins and has physical outlets as well as online retail
presence. Furthermore, it has established its business overseas through franchising strategy. It is
a subsidiary of Sainsbury. The report covers digital environmental analysis for assessing the
impact, comparison between digital presence with physical outlets, digital marketing plan, key
methods for evaluation, monitoring and measuring the digital marketing effectiveness.
TASK 1
Overview of digital marketing landscape as well as compare with online and offline marketing
concepts
ARGOS Ltd. Is carrying its business by selling goods in physical shops as well as online.
It is a profit making company and is interested in knowing about digital marketing and its related
aspects. In the words of Philip Kotler “marketing is an administrative and social process
through which individuals and groups obtain what they need and desire by the generation,
offering and exchange of valuable products with their equals. This is the normal definition of
marketing which is crucial to the success of an organization. It is a job of the management of the
company and comprises of number of activities planning, segmenting, deciding objectives,
promotion, advertising and many other tasks connected with marketing (Tiago and Veríssimo,
2014). The traditional marketing has evolved with the time which has given rise to the concept of
digital marketing. Digital marketing is a form of direct marketing which creates nexus between
customers and sellers electronically with the use technologies such as websites, online forums,
emails etc. Digital landscape has improved in last few years, which involves social media
marketing, influencer marketing, pay-p[er-click advertising, search engine optimization, content
marketing etc. It is a whole new way to reach huge number of customers in the target market.

Benefits of digital marketing
The merits of digital marketing are as follows: Low cost- Digital marketing needs low cost to reach high number of customers. Whereas,
traditional marketing is expensive. ARGOS is large company which need to cut down its
costs from different activities, therefore, it can do so by opting digital marketing. Global reach- Marketing through digital technologies helps a business to connect and
interact with people across the globe. ARGOS can increase its customer base by pursuing
people from different nations (Chaffey and Smith, 2013). Measurable outcomes- The online data tools has made it easy for business to make
estimation regarding marketing. This can benefit ARGOS to make effective plans. Also,
it can compare its data with the available information of its rivals to understand the
mistakes made by it in traditional marketing. Brand development- A business can have website or other digital platforms to raise
company's brand value or image. ARGOS can have blog about its products and their
quality. In this way, the brand value of the company can be increased. High ROI- The return on small investment is high because it helps in engaging people
with the use of social media platforms, emails, etc. ARGOS can opt for social media
advertising to raise the awareness about its products.
Difference between online and offline marketing
A distinction is provided below:
Basis Online marketing Offline marketing
Meaning It is the practice of marketing which is
done with use of tools and methods via
internet (De Haan, Wiesel and Pauwels,
2016).
It refers to such marketing practices
which does not involve online
marketing (Silva and Goncalves,
2016).
Cost Low cost and low investment High cost and high investment
Exposure It has wide exposure which helps
reaching out people globally (Kannan,
2017).
There is a definite limit which is
restricted to a particular region or
nation (Wiener, Hoßbach and

Saunders, 2018).
Convenience There is no limit to time in this, it can
be accessed anywhere anytime.
The convenience is till the time outlet
is opened.
Personalisation It is possible in online marketing to
allow its main customers to experience
personalisation (Joo, Wilbur and Zhu,
2016).
Organizations usually do not focus of
personalisation in offline marketing
(Taleizadeh, Sane-Zerang and Choi,
2016).
Social media
influence
Online marketing can help entities to
promote its business through online
modes and channels. By this, it can
make its followers huge through social
media (Järvinen and et. al., 2012).
There is no impact of social media
because all the activities are done
offline and physically by following
traditional methods.
Online/offline
marketing
media
Website/blog, social media, email
marketing, content marketing, video
blogging, online classifieds etc.
Television, radio, flyers, brochure,
news papers, pamphlets, posters etc
(Dao and Thorpe, 2015).
Environmental analysis is a strategic tool with a detail process to assess external and
internal factors affecting the organization. Purpose of this analysis is to identify opportunities
and threats for making effective decisions. It covers all areas of a business to bring information
for developing the best course of action. By this, plans are prepared to achieve the goals and
objectives with existing strategies by making modifications in them. With regard to ARGOS,
environmental analysis with its digital presence has been conducted which is as follows:
Opportunities of digital marketing
The success of digital marketing depends upon using tools and techniques to get benefits
of digital marketing. Hence, the opportunities are as follows:
Direct advertising- The advertisement of the product is done directly without engaging
any intermediaries or agency. ARGOS can depict its products on variety of digital channels with
effective online strategy and promotional tools. This can help it survive in cut throat competition
by gaining competitive advantages (Stephen, 2016).

Easy brand promotion- Advancement in technologies has benefited businesses to
promote their brand to many customers. ARGOS' can use different mode of digital marketing to
get information about the company and its brand. The amount of investment is less as compared
to traditional marketing approaches.
Easy consumer reach- Digital marketing can prove to be a medium of communicating
and interacting with target as well as prospective customers. There are variety of channels and
platforms like Facebook, Twitter, etc. ARGOS can used digital marketing to reach increased
number of potential customers.
Inexpensive channel- It is a cost-effective way through which products or brand can be
advertised to large number of consumers living in different parts of the world. The cost is low as
compared to traditional marketing channels. ARGOS can invest in digital marketing for making
its business grow. ARGOS can evaluate the cost of online marketing with traditional marketing
to find out the cost in order to opt for online marketing (Järvinen and Karjaluoto, 2015).
Accountability of marketing activity- A company can have access to its digital marketing
activities and their outcomes in order to evaluate them. ARGOS can gather the online marketing
content to for conducting audit so that desired outcomes can be attained. In offline marketing
people often neglect the responsibility for their mistakes. ARGOS can ascertain its defaults by
going through its past data which is stored on cloud or available on the internet.
Consumer Trends: With the help of analysis, it has been identified that in the present
environment consumers depends upon the online platform. ARGOS examined that in the current
environmental situation, it has been discussed that ample number of customer buy products
through online platform.
Challenges of digital marketing
Organizations have to go through number of challenges or issues while opting for digital
marketing. These are as follows:
High competition of brands: The search for a particular brand is easy on the internet but
search engines shows rivals companies or brands while searching for a particular brand. ARGOS
can lose some its customers by this as they will look for more cheaper alternatives.
Limited internet access- It is correct that the number of internet users have increased in
the past years, but there are areas in considerable number which do not have the facility of

internet or have limited access to internet. In the context of ARGOS, the plan to reach customers
globally can fail in this. Hence, it should focus on those areas having effective internet facility
(Chaffey and Ellis-Chadwick, 2019).
Risk of hacking- Digital marketing is dependent on internet which has high risks of being
hacked. With the advancement in technologies comes the drawback modes and channels. The
promotional strategies of ARGOS can be hacked or accessed by its competitors or hackers which
can create a huge problem financial as well as non-financially (Jobber and Ellis-Chadwick,
2012).
Anti-brand activities- It is called doppelganger in layman language. It refers to a
individual or number of people in groups who carries activities to destroy brand image of a
company. ARGOS' established brand image can be ruined if it comes across such activities.
These are generally the bloggers, opinion leaders, influencer etc. who are liked by majority of
people and they rely on their perspective.
Advertisement for limited products- There is a limited scope for showcasing every sort
of products because it is done online through digital channels. Therefore, ARGOS may not get
the opportunity to put all of its products online. Customers may find problem with this.
The above opportunities and challenges should be considered by Online retail industry so
that companies like ARGOS can get a realistic insight of the digital marketing (Leeflang, and et.
al., 2014). By carrying an assessment of these factors, effective strategies can be developed for
using tools and techniques of digital marketing. ARGOS should make its strategies accordingly
to avoid risks and challenges and convert them into profit. This can be done by comparing the
strategies with competitors who is best in the industry and has already opted for digital
marketing. This can help ARGOS gain competitive advantage and safeguard itself against the
changing business environment. Furthermore, the growth can be multiple in a short span of time
as more customers will have knowledge about the brand or products.
TASK 2
Digital channel is a way of communicating or interacting with customers. Digital marketing
activities are generally carried through digital channels to promote, sell etc. These are
interconnected with each other and the ultimate purpose of digital tools, platforms and channels
to raise the awareness about the products or brand among the customers around the globe.

Use of digital platforms and internet for revenue generation

Digital platforms are the software or hardware of a site present online. Facebook,
Instagram, Twitter are some of its examples, which are used by corporations for marketing.
Campaigns and branding are done on these platforms. The number of internet users have grown
in last few years and there are some common online platforms which are used by them.
Facebook is widely used social networking site, where ARGOS can make its page and store
information about the company and its products (Stone and Woodcock, 2014). Also, it can
provide a facility for the consumers to raise their queries which can be entertained by the
company and provide them feasible solution.
Digital marketing can be done through digital platforms which is a cost-effective method
for connecting with large population who are using the internet. It can be an effective way which
help the customer connect to the product directly. ARGOS can invest on its social media
platforms to study the behaviour, patterns and needs of customers to make products which can
fulfil their expectations. Every year the trend of digital platforms change which should be
tracked by organizations to develop strategies accordingly. This can boost the participation of
variety of people which will contribute to the success of the company. It is possible because the
more customers will get to know about ARGOS and its products, the more sales will occur. In
this way, it revenue can be increased (Holliman and Rowley, 2014).
Role of digital marketing communications in relations to 7ps
Product- It is refers to main product which is sold by the company. Every business is
should goods meeting the expectations of the consumer so customers' satisfaction can be
increased. In context to ARGOS, digital marketing communication can help analyse the needs
and demands of the customers by studying the data of the customers available online. Also, it can
have conversation with the individual directly (Zook and Smith, 2016).
Price- The value which customer will have to pay for the product of the company is
considered as the price. The final price is based on the cost of production, supply-demand etc. of
the goods. ARGOS can use digital marketing communication to determine the price of the
products by comparing the pricing strategy with competitors' products available online (Rowley,
2017).
Place- It is the location where the products are shown or displayed to be sold to
customers. Organizations pay hefty amount for taking premium locations on rent. ARGOS can
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avoid rent or acquisition cost through digital marketing because all the products are shown
through online platforms (Kotler, Kartajaya and Setiawan, 2016).
Promotion- It is the activity to raise the awareness of the products or services of the
company. It can be done through variety of modes for advertising the products or brand. It is
important to keep the customers have the knowledge about products. ARGOS can take help of
various digital platforms to promote its products. Number of products can be advertised online
which can reach number of customers rapidly (Bourne, 2015).
People- The companies need staff for different kinds of activities. Every organizations
should have right people for the right job. In traditional marketing, it can add on the existing
costs. Whereas digital marketing communications need only few people to manage the whole
work of digital marketing. ARGOS can cut the cost of appointing variety of people for managing
the marketing activities by opting digital marketing.
Processes- This is about the activities which are carried for the delivery of the products to
the final consumer. The delivery services should be the one which is accessible by majority of
customers. ARGOS can take the advantage of digital marketing by shifting the delivery process
as per the choice of customers (Kaufman and Horton, 2014).
Physical evidence- This is the evidence which every product is required to prove the
transaction. For example, ARGOS provide bill to every customers who purchase its products.
This is the physical evidence of the products of the ARGOS. Digital marketing communication
can be done through websites. This is an effective way for creating the physical evidence.
Different types of digital tools and digital hardware to enhance marketing
Digital tools refer to resources to help entities organize and manage the business
activities by tracking and evaluating. These are basically software used by the companies in
achieving its goals and objectives. Variety of digital tools to help with enhancement of marketing
are as follows:
Content marketing- It is an indirect way of carrying marketing activities. This ultimate
goal is to encourage the customers to have interaction with the content. This is possible through
reading, sharing etc. ARGOS can use this to write about the company and its products to reach
target audience. For example, Coke's “Share A Coke” Campaign, Buffer's Open Blog etc.
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Search engine optimization (SEO)- This is the most popular digital marketing tool for
every type of businesses who wish to do marketing. ARGOS has its own website in which it
store its exclusive information to remain competitive in the whole industry. This is done for
creating the optimization of the content written specifically for the company (Crittenden and
Crittenden, 2015). for example, Write Enticing Page Titles and Descriptions, Use Headings and
Subheadings
Search engine marketing- This tool is dedicated to advertise the products through search
engine. These are developed in such as way that company pay for these tools to make their
products look good enough to attract the customers. This can be opted by ARGOS for
advertising its products in an effective way to attract huge number of customers.
Consumer life-cycle stages of digital adoption
Innovators– Innovators are the first individuals to adopt an innovation. Innovators are
willing to take risks, youngest in age, have the highest social class, have great financial lucidity,
very social and have closest contact to scientific sources and interaction with other innovators.
Risk tolerance has them adopting technologies which may ultimately fail. Financial resources
help absorb these failures (Jackson and Ahuja, 2016).
Early Adopters– This is the second fastest category of individuals who adopt an
innovation. These individuals have the highest degree of opinion leadership among the other
adopter categories. Early adopters are typically younger in age, have a higher social status, have
more financial lucidity, advanced education, and are more socially forward than late adopters.
More discrete in adoption choices than innovators. Realize judicious choice of adoption will help
them maintain central communication position (Ives, Palese and Rodriguez, 2016).
Early Majority– Individuals in this category adopt an innovation after a varying degree
of time. This time of adoption is significantly longer than the innovators and early adopters.
Early Majority tend to be slower in the adoption process, have above average social status,
contact with early adopters, and seldom hold positions of opinion leadership in a system (Zanetti,
Cavalieri and Pezzotta, 2016).
Late Majority– Individuals in this category will adopt an innovation after the average
member of the society. These individuals approach an innovation with a high degree of
scepticism and after the majority of society has adopted the innovation. Late Majority are
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typically sceptical about an innovation, have below average social status, very little financial
lucidity, in contact with others in late majority and early majority, very little opinion leadership
(Lamberton and Stephen, 2016).
Laggards– Individuals in this category are the last to adopt an innovation. Unlike some
of the previous categories, individuals in this category show little to no opinion leadership. These
individuals typically have an aversion to change-agents and tend to be advanced in age. Laggards
typically tend to be focused on “traditions”, likely to have lowest social status, lowest financial
fluidity, be oldest of all other adopters, in contact with only family and close friends, very little
to no opinion leadership (Parasuraman and Colby, 2015).
TASK 3
Digital marketing activities and develop multi channel capabilities in organization
Digital marketing-
It is the broad term which include all marketing activities, channels, methods to promote
their organizational product and services. With the help of digital marketing, business able to
increase awareness of their product features among the customers to develop willingness to buy.
Is is beneficial for the small or medium size organization because they does not have enough
capital capital to invest in other promotional activities. Another benefits is that, digital marketing
is cost affective rather than traditional marketing (De Pelsmacker, Van Tilburg and Holthof,
2018). In the context of Argos Ltd, marketing manager promote their household and personal
products in order to rise demand which further increase productivity and profitability. Company
sell their products through online mode with the help of digital marketing. Digital marketing
includes various activities such as website, search engine marketing, social media, online banner,
advertisement etc.
10

Opportunities and challenges-
Currently every organization use digital marketing to increase their sale in order to
achieve their business goals & objectives. Where marketing department develop various strategy
which help the business to increase productivity as well as profitability (Vien, 2015). In the
context of Argos Ltd, by using digital marketing platform organization face various challenges as
well as opportunities too which affect the operational activities. There are some opportunities
and challenges which faced by the company at the time of implementing digital marketing and it
is discussed below:
Opportunities-
Online shopping: With the help of digital marketing, organization able to sell their
products online which save customer's time and efforts to visit store and buy products.
Organisation provide web site where all the products available and mobile application too which
customer can install and use as per their requirement. So retailers get the opportunity to increase
their sale which generate more profit for the company. Argos Ltd use digital platform to sell their
products and also introduce mobile application for the customers to make their shopping
experience good and easy. Along with this, organization take feedback regarding their services
which further required to improve their products and services (Flores, 2013).
Digital workforce: Nowadays, small organization start their business with the help of
digital platform where they use web and latest technology to complete their task and try to
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achieve their business goals & objectives. Digitalization will provide new way of working where
staff members not stuck in the companies issues and all. They all are working on a particular
project and achieve their target. Manager of Argos Ltd set a proper team who handle all the
online orders and queries which is separated from offline stores. Effective use of digital
marketing will helps in reducing human resources in the workplace but increase digital
workforces and provide new way of working.
Challenges-
Difficult to meet customers expectation: It is difficult for the organization to identify
customers need and expectation regarding their product & services. According to recent research
of Harris Poll, customer expectation will increase 82% in comparison to last three year.
Shopping in the store is time consuming process because no one wanted to stand in the long raw.
Digital marketing also increase expectation which is very difficult to complete all the time.
Required technical persons: In order to get the huge success, organization have to hire
skilled or technical person who can understand the requirement and design customer intersection.
Skilled or best people in the organization will provide the cutting edge stuff and do interesting
things. So it the biggest challenge for the company to find best person who digitally transfer the
company. Technical person generate new ideas and follow digital approaches which helps in
expanding business and provide market growth (4Opportunities and challenges of digital
marketing, 2018).
Digital marketing provide various opportunities as well as challenges which they have to
face. Basically, it is beneficial for the customers to become more digitalized because high use of
digital services will provide them more comfort such as customers can order online products
without visiting store and which save the time as well. Along with this, they have to face various
challenges too, because customers expectation will change according to time. So Argos Ltd have
to conduct timely research to identify current market trends and customers expectation regarding
products. Organization also have to develop innovative idea which provide boost is the sale and
increase their demand in the market. Basically effective or efficient use of digital marketing will
increase productivity and profit margin along with this, it helps in achieving business goals &
objectives.
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Digital marketing plan: It s set of document which include the various actions in order
to complete their task. Such as, it includes the detailed planning regarding marketing campaigns
which includes other things too.
 Short, medium and long term goals of the business.
 Strategies to archive goals & objectives on digital level.
 It also includes the channels which is used to promote their brand or product.
 Actions will be developed by the manager in order to achieve goals.
In context of ARGOS Ltd, manager develop digital marketing plan to promote their
existing promote. It helps in increasing their demand
SWOT analysis:
Strength Weakness
 It is the largest general goods retailer
company of UK along with 800 stores.
 Provide online services for shopping.
 Company having huge workforces with
more than 51000 employees.
 Huge competition in the market which
develop difficulties to achieve their
goals.
 They have limited market shares due to
tough competitive market.
Opportunities Threats
 Company get 25% sales from online
platform.
 By using effective strategy they can
increase their market shares.
 International expansion of other brands
will develop more competition.
 Retail organizations having price war
along with retail chain brands.
Goals: In context of ARGOS Ltd, manager have to develop SMART goals such as
manager want to increase their sales by 15% in the next year by using digital marketing
campaign.
Marketing strategy:
 Target audience: ARGOS Ltd target the household customers because they are frequent
users of retail items.
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 Positioning: Consumers use the multichannel platform to buy products. So organization
provide their products in the stores or they also make them available through online as
well as telephonic.
 Content strategy: It includes the communication of organization to the customer where
they map out a specific plan. Here manger use the different channel for example ARGOS
Ltd provide online as well as offline mode of shopping which build their shopping
experience more interesting.
Digital strategies and tactics:
There are various marking strategy such as social media marketing, SEO, web
optimization, Paid media etc. It will helps the ARGOS Ltd to promote their products in the
market and increase demand which automatically increase productivity and profitability.
Along with this, these are the strategies but manager also use various tactics in order to
maintain effective work flow. So ARGOS Ltd done hundred of campaigns to increase awareness
and digital strategy also increase demand and profit margin.
Analyse performance by using KPI:
Work will not completed after implementing various strategies they have to measure their
outcomes by using key performance indicator (KPI). It is the most important strategy to measure
performance which helps in analysing results. Manager of ARGOS Ltd measure each action by
using KPI and then analyse their returns which is expected. In context of digital marketing, it
helps the business to achieve their goals & objectives.
Development of multi channel platforms & online interchange-
Multichannel platform used to ensure that, customer get the message on time and right
place so they can seen and hear. They make sure that, their brand will be visible at right place
and it is not matter that which digital mode will be going to used (Simula, Töllmen and
Karjaluoto, 2015). There are some reason which forces the organization to use multichannel
platform and increase their efficiency or effectiveness. It will be discussed below:
 With the help of multichannel marketing organization boost their sales and it will further
increase the demand and profit margin.
 It helps in providing quick response to the latest trend of customers need & demands.
Business has to connect with multichannel platform in order to analyse the demand and
then they have to produce products as per the requirement.
14

 It is the best process to collect information of customer which further used in analysing
data in order to gain more customers.
Measurement techniques to digital marketing:
There are various digital marketing techniques which helps the organization to increase
their product demand in order to increase their efficiency as well as effectiveness. Some of
techniques discussed below:
 Content marketing: It is refer to the search engine optimization (SEO) which provide
visibility on the internet. It helps in improving business content so people get see their
results at the time of searching.
 Social media marketing: With the help of digital marketing manager able to increase
their product demand. Social media marketing is the best platform to promote their
product or services.
Set of actions to measure:
 Firstly manager have to identify that what organization exactly want such as their goals &
objectives. It also include the vision or mission and then using KPI strategy to measure
performance.
 Analyse past learning and then implemented for the future actions because it helps in
developing strategy and taking effective decision.
By using multi channel marketing organization able to develop their operational
functions and achieve their goals & objectives (Tapp, 2014). There are various benefits which
help the organization to increase productivity as well as profitability. Some of it discussed
below:
Increase awareness- By using multichannel approach of marketing help the Argos Ltd to
increase their customer base and maximise their reach. It helps in providing best customer
experience by using holistic approach. Effective promotional strategy such as social media,
online advertisement, affiliation marketing etc. helps in increasing brand awareness among the
customers.
Channel preference- Organization have to target potential customers through effective
mode which helps in converting potential customer into actual. For this, manager of Argos Ltd
have to develop strategy so they target right people, on right time and in the right place.
15

Multichannel platform helps the business to reach customers and provide them best experience
through their product & services (Daj, Samoilă and Ursuţiu, 2012).
Digital marketing campaign planning- It is a kind of document which required to produce by
the marketing manager in order to digital marketing campaign. At the time of developing plan,
they have to ensure few things such as:
 Need to build short, medium or long term business goals.
 Develop strategy to accomplish their goals at digital level.
 They also ensure that, which channel used for the digital marketing.
 Produce action & development plan which include all marketing process in depth.
 Identify the sources of fund and then implement the roadmap to achieve outcomes.
Above mention marketing campaign steps required to follow by manager of Argos Ltd in
order to promote their products through marketing strategy. By using all steps, business able to
achieve organizational goals & objectives and get the successful outcomes.
Omni-channel marketing-
Omni channel marketing is the sales approach which help the customer to provide good
shopping experience. A customer can purchase various things by using online platform and it
includes desktop, mobile devices etc. Under this approach it includes the various channels such
as e-commerce, mobile, physically purchase through visiting stores, by using social media etc.
It is a multichannel approach which include various activities such as distribution,
promotion and communication channel which helps in solving all the queries regarding
customer (Killian and McManus, 2015). This marketing strategy ensure that consistency will
maintain and provide better customer experience. Here are some small tips to maintain customer
experience and it is discussed below:
 Internal communication always on track because it helps in maintaining good relation.
 Give value to the customers and become customer centric company.
 Identify their requirement, expectation and modify this as soon as it is possible.
 Try to maintain consistency of work at each level which provide consistency customer
experience.
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Digital marketing includes various strategy which help the business to enhance their
performances regarding products or services. It includes marketing and promotional strategy and
other measurement which helps in evaluating performance of employees and organization.
TASK 4
Evaluate methods which helps in monitoring and measuring digital marketing efficiency
Monitoring and measuring techniques- It is important for the organization to evaluate
efficiency of digital marketing because it helps in helps in providing business growth. There are
various methods which is used to monitor and measure (Lesidrenska and Dicke, 2012).
Argos Ltd can follow digital marketing metrics and KPI to track the performance of their
digital marketing campaign. Team of digital marketing adopt various strategy in order to enhance
their promotional strategy and increaser demand of product and services. In order to generate
effective KPI strategy, it become easy to measure performance and target the goals. There are
various KPI methods used to measure or monitor the efficiency of digital marketing campaign.
Some of them discussed below: Cost per lead- It is a digital marking pricing model and it helps in analysing cost
effectiveness of marketing campaign when it generate lead for the sale. An individual
called lead who show their interest to buy products and with the help of digital marketing
it will converted into sale. Brand awareness- With the help of digital campaign, audience able to recognize the
brand and their products. It helps in targeting market through engagement and
distribution of information in the market (Key, 2017).
 Online Conversion rates- It includes the number of visitors on website and show their
interest to buy product & services. High conversion will represent effective or successful
digital marketing.
Above listed techniques help the manager of Argos Ltd to measure or monitor
effectiveness of digital marketing. These promotional strategies of product will boost the sales
and profit margin. So it is beneficial for the business to adopt various methods of digital
marketing.
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Procedure used for measuring digital campaign
Marketing department of Argos Ltd have to follow proper procedure to measure their
digital marketing campaign. Firstly they have to set business goals or it can be short term or long
term (Budikova, 2014). After this, they have to target objectives and develop strategy in order to
achieve the gaols. When business generate appropriate strategy then marketing manager have to
focus on targeted customers. After this, establish key performance indicator to measure their
overall performances and it will be measured with some indicators which is discuses above.
Conversion rate, cost per lead etc. use to measure digital marketing efficiency. Organization have
to measure their performance on regular basis and always remember their goals & objectives
which give therm
Performance measure using online matrices
It is a framework which helps the organization in decision making process and it will be
based on production results. With the help of this, business measure the productivity of an
employee. Firstly, manager of Argos Ltd have to selected particular time period output and then
measure it. They have to measure amount over the period of an each employee and after this
figure out the input values. At the end, they have to divide output from the input of the
employees and it will provide the efficiency or productivity of individual. Basically, increase in
the sale through digital marketing will provide the clear idea that how efficient this practice.
Increase in demand will represent the efficiency and it will be measured through key
performance indicators which is discussed above (Preston, 2012).
From the above digital marketing tools helps the organization to measure or monitor their
performance or effectiveness. By using various promotional strategy helps in generating their
brand image, create awareness, build interest among the customers regarding product with the
help of effective advertisement. If business able to achieve their goals then it will be consider
that efficiency of digital marketing was good. Or if not then they required improvement in
strategy and further implementation. It has been critically evaluated that, digital marketing helps
in increasing product demand and develop interested & willingness to buy their products &
services.
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CONCLUSION
From the above report, it has been concluded that marketing is a management process
which is divided into number of activities so that entities can increase its reach to potential
customers. With the passing of time, a concept of digital marketing has taken place in which
product or brand is promoted through various marketing tools and techniques via internet. There
is no physical interaction with the customers. Furthermore, it is wider term which offers
opportunities as well as challenges which can create positive or negative results. Along with this,
a comparison between digital business with its physical business outlets has also been included.
In addition to this, a digital marketing plan to support online retail marketing by forming an
integration with offline marketing has been made part of this report. Lastly, several key methods
for evaluating, monitoring and calculating the effectiveness of digital marketing is provided.
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