Digital Marketing Plan and Strategies for Boots Company: An Analysis

This report provides a comprehensive analysis of digital marketing strategies tailored for Boots, a major health and beauty retailer. It delves into various strategies, including understanding consumer behavior, leveraging content for lead generation, optimizing for mobile platforms, and implementing effective content marketing. The report outlines a detailed digital marketing plan for Boots, incorporating a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The plan further includes linking digital business strategies with marketing, setting clear objectives to increase market share and improve customer experience, and providing a financial statement to allocate resources. It also describes an implementation plan with training programs and KPI evaluation for monitoring and refining the strategies. The study concludes by emphasizing the importance of these digital strategies for enhancing Boots' online presence, expanding its market reach, and driving sales. It highlights the significance of mobile focus, customer understanding, and content marketing in achieving these goals.

DIGITAL MARKETING
STRATEGIES

Table of Contents
INTRODUCTION...........................................................................................................................3
Digital Marketing Strategies........................................................................................................3
Digital Marketing Plan.................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing strategies are those plans or methods by which
company can achieve their objectives and the target. These strategies
include various types of social media techniques. These strategies are useful
for marking organization successful (Kingsnorth, 2019). It includes various
digital marketing campaign examples such as GoPro, Geico, Wayfair,
Mastercard, Red Bull etc.
Boots UK Ltd. Is a beauty, health and pharmacy chain in the United
Kingdom. It also has territories including Thailand and Ireland. It is the
largest retailers company in Ireland and UK. The company is founded in
1849, by the John Boot. In this study will describe about the digital marketing
strategies for the Boots company. This study will also include the digital
marketing plan for Boots company.
Digital Marketing Strategies
Deeply understand Consumers in Market: Digital marketing strategies
only can be successful when organization will know their customers who buy
their products. For these it is very important that company also find out the
reason that why people buy their products and from where they would like to
buy. Boots company sales various products which are related to the beauty,
healthcare, pharmaceuticals and photography (Patrutiu-Baltes, 2016). Today
time people love to buy online if the company provide quality products to
them in short time. Boots company can use this strategy of digital marketing
for promoting their business online and enhance their sales. For these it is
very important that organization will understand their buyers.
Use Content for Lead generation: There are various ways of make leads,
but it is very easy and fruitful for an organization to use the method which is
provided priceless written content and distributing suitably. Boots company
can use this method for digital marketing. By using this strategy, company
can improve their return on investment (ROI), because that strategy is
profitable and charge conversion potential.

Focus on Mobile: According to some data it has been concluded that 4.78
billion peoples will be connected to their phones. And Convince & Convert,
says that 40% of shopkeepers consult at least digital channel as they shop,
and 4 out of 5 shopkeepers use their mobile as the regular basis. Boots
organization can improve their marketing by optimize their websites for
mobile phones and desktops (Baltes, 2015). Make sure that company is
giving all the right information such as contact numbers, address, connected
to a map app and company websites is quickly loading. For these Boots
company can also provide social media ads which are audible and visible for
the customers. By focus on mobile company can improve their digital
marketing because most of the people use mobile phones worldwide.
Use Content Marketing: For enhancing the digital market of Boots
company, organization have to focus their values and missions. For this
organization have to provide authentic and loyal information to their
customers (Mononen & et.al., 2019). Always provide synergistic elements
and use podcasting and written conference to create content on informal
level and ensure that SEO- optimized, important content out there on the
web.
Review and Refine: When Boots company develop their first marketing
plan, it is abjuratory which is considered the key performance indicators that
suits with critical business goals. Company have to design the plan to
understand the goals and objectives of company (Baltes, 2015). Once, Boots
company can identify and understand these, they are able to monitor
information about the key performance indicators. Company can use
constant intervals for evaluating, measuring, understanding and reporting.
Digital Marketing Plan
Aim: Help peoples across the world and provide them good services and
beauty products.
Vision: The vision of company is grab large digital market share. Be the first
choice of healthcare, pharmacy and beauty.

Mission: The mission of company is providing the customers high quality
products and healthcare services, which improve their health, and they feel
batter.
Step:1 Situational analysis:
SWOT analysis
Strength Weakness
The strength of Boots company is
Research and development team and
it is offer solution to their customers
directly with the help of social media
(Opresnik, 2018). Company can
easily offer their products worldwide
by the online websites.
The weak point of Boots company
can be the competitors who are
frequently used the social media
techniques for selling their products.
Opportunity Threat
With the help of digital strategy
company can enhance their market
worldwide with the help of few
resources.
The threat for company it can be the
competitors of markets.
Step 2: Link Digital Business with Digital Marketing Strategies:
According to this step, Boosts company have to design digital
marketing strategies for as per their digital business for link their business
and their products online or digitally. It will help to achieve growth in digital
market and also improve the sale of company products and services.
Step 3: Objectives:
 To increase the market share by 30% till the end of year 2022.
 To enhance consumer experience by 10% in upcoming 6 months.
 To increase the profitability by 20% till the end of year 2020.

Step: 4Financial Statement:
Services Expenses
Websites(Digital marketing) £220
Salary £160
Other expenses £50
Total £430
Step 5: Implementation Plan:
For successfully implementation of digital marketing plan, will design some strategies
that will help Boots company to implement digital marketing plan. For this company can design
training program to provide detail knowledge about the digital marketing of company and how to
use this strategies in company. It will also implement successfully by contently following the
specific plan.
Step 6: Evaluating the Plan: The most important step after the
implementing digital marketing plan is analysing and measuring the plan.
Evaluators can changes the challenging obstacles into successful optimizing
(Magalhães & et.al., 2020). Boots company measure the KPI such as the
view's recommendation, likes and viewers on the company products, public
opinion about the products etc. With the help of KPI organization can easily
evaluate that how's their digital marketing strategies are working, or they
are profitable for organization or not.
CONCLUSION
From the bases of above study it has been describes that the various
strategies of digital marketing which are useful for an organization to
enhance their business online. With the help of those strategies company
can sale their products worldwide, in this study it has been concluded the
different digital strategies which can be use by the Boots organization such

as focus on mobile, deeply understand the customer, use content marketing
etc. In this study it has been also concluded the digital marketing plan for
Boots organization which includes the aim, vision, mission, situational
analysis, financial statement for the company.

REFERENCES
Books and journals
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to
online marketing. Kogan Page Publishers.
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital
marketing strategy. Bulletin of the Transilvania University of Brasov.
Economic Sciences. Series V. 9(2). 61.
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital
marketing. Bulletin of the Transilvania University of Brasov. Economic
Sciences. Series V. 8(2). 111.
Mononen, A. & et.al., (2019). Digital marketing plan for small and medium
sized companies.
Magalhães, M. & et.al., (2020). Canvas marketing plan: How to structure a
marketing plan with interactive value?. In Handbook of Research on
Emerging Technologies for Effective Project Management (pp. 158-
168). IGI Global.
Opresnik, M. O. (2018, July). Effective Social Media Marketing Planning–How
to Develop a Digital Marketing Plan. In International Conference on
Social Computing and Social Media (pp. 333-341). Springer, Cham.