Digital Marketing Strategy and Analysis for Crème Crush

This report assesses the digital marketing strategies for Crème Crush, focusing on Omni-channel marketing and the SOSTAC model. It examines the company's current situation, including its challenges with offline marketing and the potential risks of online marketing such as cybercrime. The report delves into the strengths and weaknesses of various marketing approaches, including multi-channel and Omni-channel strategies, and their impact on customer experience and brand perception. It also analyzes how Crème Crush can leverage digital marketing to increase revenue, improve customer satisfaction, and enhance brand recognition. Furthermore, the report outlines the practical application of the SOSTAC model, covering situational analysis, objectives, strategies, tactics, actions, and control mechanisms to develop and implement a comprehensive digital marketing plan. The report provides recommendations for Crème Crush to gain a competitive edge in the market.

Unit Title and Number: Digital Marketing (Unit 24)
Is this a Final Submission
or REFERRAL submission
Word Count
Digital Marketing
1

Table of Contents
Introduction .....................................................................................................................................3
Conclusion ....................................................................................................................................13
References......................................................................................................................................14

Introduction
The report would assess the marketing activities and arrange them to develop the digital
marketing. Several strategies will be evaluating within this report. This report will also
emphasize on the working capability of a company in the competitive market. For being a
marketing analyst, it is essential task for the company to gain the profit by promoting their
services and goods to the customers. Further, it will affect the customer’s perceptions and the
company. The company “Crème Crush” is establishing their thinking within the digital world.
They are confident about their product quality, but they are anxious about their offline marketing
strategy and they are facing many problems in this market. Thus, the report will analyses the
digital marketing strategy of Crème Crush that may be beneficial for the company in future. The
report will also include the limitations and strengths of the various processes and will provide
possible ways by which it can be solved. The report includes critical analysis of various factors
that can improve the digital marketing of Crème Crush. In addition with this, report assess Omni-
channel marketing and SOSTAC model. Further in this report formative discussions have been
made on digital marketing plan and performance metrics. Lastly, present project cover the
aspects related to set of actions as to effectively develop performance within digital marketing.
Assessing the Omni-channel marketing: For the last few years, Omni-channel marketing has
engaged to several companies for becoming the most prominent business feature. The
companies need to give a seamless experience to their customers, regardless of device or
channel. Consumers may involve with a local SME like Crème Crush in their physical store, or
the online site through social media or a catalog. They can easily access their items and services
by calling the company on a phone, by using the mobile app or online site. Every customer has
experienced a complementary and consistent service from the company (Baltes, 2015). Omni-
channel is the marketing strategy in which company may view the experience of their customers.
Multi-channel marketing is consider as a practice by which company interact with their
customers by using effective combination of indirect or direct communication channels such as
retail stores, websites catalogs, mobile and many more. All these are beneficial in managing
better relation with large number of customers and keep them loyal towards its products and
services. This will directly contribute in increasing profitability level of the company at market
place. Now a days, customers are going online to buy products and services as they can interact
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with various companies and select the best from these. Along with this, companies are also
operate their activities at online platform in which they share all the necessary information about
their products and services. Mainly, multi-channel marketing is focusing on marketing efforts on
the basis of multiple channels so that they can easily target every customers who is willing to
buy its products and services as per their needs and wants. One of the main advantage of this
practice is that it may aid in inviting large number of customers towards company products and
services. For communicating with customers, company use various ways or channels like
Twitter, Instagram, and various social media network. Along with this, it also support in
increasing sales and revenue of the company at market place and at the same time make more
engagement with large number of customers. This is the main reason that firm can easily attain
competitive advantage from its rivals.
Omni channel and multichannel marketing are two very distinct and separate marketing
strategies, even though both focus on the use of several channels towards reach customers.
However, multichannel marketing refers to the capability for interact the potential consumers on
several platforms. In case of Crème Crush, multichannel merely focuses to obtain the word out
via the maximum probable number of channels. By using the multichannel, the company may
more engage with their customers. Their management adopts two or more channels to involve
their customers; most popular are email and social media. On the other hand, Omni channel
inter-relates each channel towards involve with their consumers as a holistic whole and make
sure that they are having a wonderful experience with the company’s brand throughout each
channel. The main target is to develop a strong connection among the brand and customers.
Apart from these, there are several pros and cons of multichannel and Omni channel modes of
marketing. In case of Omni channel marketing, it will help the company to remain in completion
as; nowadays customers are very brand conscious and have many questions regarding it. With
Omni channel, this type of questions can be answered within a few hours. However, the process
of Omni channel marketing is very complex (Baltes, 2015). Omni channel marketing will help
Crème Crush to make its products available to the customers more effectively, but the process of
marketing requires man-to-man interaction, so it will require all marketing executives of the
company to be on one place at the same time.
One of the most important benefit of Omni channel marketing is that it significantly offer offer
customers an omni channel experience in addition with this, it empowers users to personalize

their own experience. With the help of this, customers has the control to access the products,
services, and support options on demand. In addition with this, with the help of omni-channel
organization can effectively able to improve consumer experience and further offer them more
channels to make a purchase such as stores, web or mobile. With the assistance of Omni-channel
marketing organization can effectively able to increase their revenue growth while having high
customer retention. Thus, Omni-channel marketing aid in offering customer self-service with the
help of which effective satisfaction to them can be offered.
One of the major weakness of Omni-channel is that, it is complicated and in this there is a need
to large base of individuals in different places on same time. In addition with this, it is important
for organization to have dedicated fulfillment of employees, especial element in their in-store
items and software.
In case of multichannel marketing, Crème Crush can reach to more customers through ads and
promotions. In short, more the number of ads more will be number of customers. However, to
make large number of ads and promotions the overall marketing cost of the company will also
increase, which can be a challenge for Crème Crush. Multichannel marketing will help the
company to understand its customers well but will also require Crème Crush to implement ways
through which they can understand the needs of their customers. With the help of multichannel
marketing, the company can give time to its customers so they can research and know about a
product before buying it (Lamberton and Stephen, 2016). However, to achieve this, company
must keep all tracks of its products to know if something is wrong with it or not. Crème Crush,
keeping these things in mind can succeed in its field of marketing much more than its rivals.
In addition with this, with the help of multi-channel marketing Creme Crush can effectively able
to create strong impression on audience mind. Apart from that increase in consumer engagement
can also be done along with enhancing customer base while lowering consumer acquisition costs.
Thus, multi-channel marketing company have greater chance of communication with customers
and can further sell their products and services to more consumer base. With the help of this they
can further able to get more competitive edge as compare to their competitors.
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While if it is considered in weakness of multi-channel marketing, it relatively lead towards
increasing sales costs and decreasing economies of scale. In addition with this, one of the major
weakness that has been hold by multi-channel marketing include production and cash flow stress.
In case of Crème Crush, the company should assess the experience of customers in order to
research the product’s quality and stay connected with the clients. The company may also
examine the experience of customers by interact all accessible channels. These types of tests
must be performed by internally and externally (Mogos, 2015). On the other hand, the local
company may estimate their success in context to the response of people, rather than estimating
individual views. Their management must have enough information to know the customer’s
interaction in offline and online store. Besides, they would recognize which information or data
is helpful for the company and segment the customer accordingly. They would also utilize the
marketing automation, and the company may capture this data to develop very wealthy profiles
about the customers and their journey. The company may collaborate with the organizations like
DSPs or Acxiom to enlarge the information with more intelligence (Leeflang et al., 2014).
The process of communication is an effective marketing strategy to know customer’s
perceptions. If a consumer has purchased an item previously, the company must consider in their
marketing strategy. Selecting a proper digital market and adopts it to get the competitive edge in
the market (Kaufman and Horton, 2014). The significance of Omni-channel marketing is created
the awareness between customers related to the items and services provided by the company.
Digital marketing strategy for Crème Crush: There are several types of marketing plan
available for Crème Crush making an organization’s marketing strategies. One such model is
SOSTAC and it is mainly focused on six factors.
Situational analysis- In case of Crème Crush, were they are now, internal analysis may be the
overall analysis of the company, whereas external analysis is the examination of extrinsic
surroundings. The company can utilize a number of methods for analyzing contemporary market
situation and competitiveness in the market. Their management may execute SWOT analysis that
may utilize to identify the internal and external environment.
The main weakness Crème Crush is facing is to stay on offline marketing. Moreover, if they
move to online marketing, the possibility of weakness’ is cybercrime and customers’ details such

as identity etc. (Negative feedback, Administrative clutter). Apart from these, another
remarkable weakness of Crème Crush is the decrease for sales. The decrease in the sales affects
the company greatly as the revenue of the company is highly dependent on the amount of sales.
Thus, it is crucial for company to effectively analysis the target customers before offering their
services. When company offer their products by using offline market that may negatively impact
on the profitability level of the company at market place. In addition with this, it has been
determined that declining of sales of Creme Crush relatively affect their competitive image in
market place that lead towards decreasing overall base of customer range.
Objective- Where do we want to be? Objective is the main summary of the company’s objectives
along with their mission. In contrast to Crème Crush they have to increase revenue -sales to
reduce profit margins and increase customer satisfaction and brand name and supports their
managers to stay in focus on the company’s goals and marketing strategies (Mogos, 2015).
Strategies- How do we get there? Crème Crush would plan the marketing strategies to achive a
growth of 5% they could adopt Porter generic strategy to focus up cost and low cost,
differentiation Promotional mix strategy, product line strategy or brand strategy to attain its
objective. Their management must target a market as per customer requirements.
Tactics- How do we get there exactly? Crème Crush must use 4Ps/7Ps of the marketing mix they
can use advertising, sponsorship. This incorporates shaping relevant action, timing, areas of
responsibility and budget planning. Social media (Facebook-Twitter-Instagram)
Action- The details of tactics Crème Crush can take to achieve. Train marketing staff, develop a
plan for transport and communication etc. Marketing plan is set out as per the objectives of
Crème Crush. Mainly, it is used by the company to control their strength.
Control- Crème Crush must control their plan at several stages in contrast to the target or
designing reparative course of action where required. Crème Crush must evaluate the failure or
success of the digital marketing plan review wat you met and set the objectives and correct the
mistake.
The company has to select two options in their digital marketing business: taking the control of
company’s direction and must react towards the forces beyond the control. Taking control, the
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market is better option for Creme Crush and the way to perform, it is known as a coherent
strategy (Opreana and Vinerean, 2015). This strategy is a part of the business success and
emphasizes the steps that company needs to adopt efficiently in the competitive market.
1. The company should make a mission statement, which defines the main business with a
sentence or two.
2. For distinct objectives and measurable targets for the company, goals should be set to capture
a particular market share.
3. The company must conduct a SWOT analysis. It supports to estimate the company’s strengths,
weakness and external threats and opportunities. Further, a coherent marketing strategy gives the
company a bulk of advantages like diversified network, competitive edge and high investment
opportunity in a new market (Kavoura and Stavrianea, 2014).
4. Imply the insights through SWOT analysis to recognize the aspects, which will support the
company’s ability to attain the objectives.
On the other hand, a digital marketing strategy is a method, which direct towards the failure for
estimating all the aspects in the development.
 Long, medium- and short-term business goals should attain in this marketing.
 The strategies are to be attain at the digital level
 Several channels are utilized by the company
 A proper development plan is needed
Analysis Resources required Activities by the company
SWOT analysis for
Crème Crush
 Technology developments
 Latest trends in the market
 Several activities of the
The company Crème Crush
has to implement several
digital tools to balance the

competitors
 Relevant legislation
 Main events
performance of company and
their stakeholders. The
managers adopt the digital
marketing strategy that may
support them to reach out the
local youth that are more
active in social media. This
activity supports the company
to develop their performance
and their management should
be creative to implement
digital strategy (Felix et al.,
2017).
Recognize the
strategic options
and develop the
strategic priorities
for Crème Crush
 Critical issues from the audit
report
 Interior capacity to deliver the
products
 High return on the investment
The most prominent activity
in this analysis is to develop
the proper and detailed image
of digital tools. It supports
their management to make
and plan thee graphs and
charts on Crème Crush
marketing that may be useful
to analysis the overall market
share.
Choose the target
customers and
SMART objectives
for Crème Crush
 Visibility and awareness
 Involvement
 Conversion and Revenue
 Sentiment
Communication skill will be
effective tool to communicate
the customers. A strategy is a
just plan of activity to attain a
desired target.
Select the channels
and tactics
 Owned media
 Twitter stories
 Delta Air lines
 GoPro
 Facebook
GoPro has motivated an
entire fanbase of the people to
taking the amazing products
and services of company.
Measuring the
success
 Data in sales
 Online channel analysis
 Feedback of customers
 Interior interviews
 Competitor analysis
These resources are needed
for estimating the success of
Crème Crush.
Table 1: Digital Marketing plan
(Source: Learner)
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Range of tools to plan an end-to-end Omni-channel marketing campaign
E-commerce websites- In recent time, e-commerce market is utilized to direct the end-to-end
operations at minimal expenses. With eroding the incentives, this strategy has turn out to be less
profitable for the company since they take the highest share in their profits through the service
fees. The company must create a self-owned e-commerce platform that may more profitable for
the company and it is a main component in the Omni-channel strategy (Taherdoost and
Jalaliyoon, 2014). In case of Creme Crush, a practical e-commerce site must be containing the
complete collection of upselling the products and add towards the volumes.
Secure payment gateways- In the digital marketing, security is the most fundamental component.
Cyber attackers always find for the vulnerabilities within the digital infrastructure and way they
may exploit their consumers. The company must focus on security measurements and secured
payment methods for their customers.
Supply chain management- The local SMEs like Creme Crush needs to work on the supply chain
management for the efficient online operations. Further, logistics operators like warehouses,
transporters and shareholders have the high transactional values (Järvinen and Karjaluoto, 2015).
The company needs to develop the lost cost business strategy that may be useful for the supply
chain management.
Mobile applications- Mobile applications develop the communication process and data
information among all types of channels. It also supports to decrease the time of order processing
and directs to enlarge the output. However, most of the customers now prefer the Smartphones to
buy any products and make the purchases utilizing either the dedicated apps or the company’s
website (Patrutiu-Baltes, 2016). The company will focus on their mobile apps to ensure that
every customer should access the app to purchase the products.
Artificial Intelligence- AI may be used to give the customer a personalized experience and they
can experience the offline service as possible. The company should ideally integrate it while they
scale up the operations. The latest technology would also support the company to analyses the
information.

Augmented reality- AR may be used by the company to offer the customers offline shopping
experience (Lamberton and Stephen, 2016). It also gives the buyers with a benefit to obtain a
virtual experience of the item.
Social media addition- The local companies like Crème Crush must open the latest social media
accounts in Facebook and Instagram to make the products more shoppable. By using this
activity, customers should know about the services and latest products of company. Further, they
choose the right product.
Measurement methods and performance metrics within the digital marketing (KPI)
Depending on the digital marketing plan, some methods and metrics would be more important
than others would.
For Crème Crush we can use (KPI) to measure sales to see whether objectives have been
achieved?
Reaped purchase and sales volume customers complaints etc.
Total site visit- It is the large- picture number that the company must monitor and track over time
to prove an idea of how effective the campaigns are. Further, this number must expand steadily
over time. If it reduces month to month, then the company must take overlook the marketing
channels and identify the issue (Kannan, 2017).
The company must maintain its websites regularly in order to retain its customers. Moreover,
Crème Crush must improvise its websites to attract new customers. Anyways, it is not possible to
describe a product well only through sites and this is a big challenge for the company.
Traffic by channels- This is one of the useful segments that emphasizes which one is better and
which one is underperforming in the overall marketing campaigns. Generally, the company must
break this in four channels: Direct visitors- These are the people mainly come to the website by typing the company
URL in their browser. The URL should be maintained well otherwise it would crash or
fail to open if an extended number of visitors visits the URL at the same time (Kannan,
2017).
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 Search or organic-These are the ones arrive at the site based on an exploration query. If
the websites do not clarify every query of the visitor or does not meet the necessities,
then Crème Crush will lose the visitor. In order to maintain this, the company must
ensure that all the questions of the visitors are answered. Referrals- These visitors occurred at the site from a link on another blog or website. If
the URL is not promoted on other third-party websites, it will not be reflected on them.
Therefore, the company must ensure that all of their URLs are updated on a regular
basis.
New visitors versus return visitors- For Crème Crush, it is also a significant distinction to track
the performance of the company’s product and service (Todor, 2016). Return visitors provide a
sign of the usefulness and quality of the products and service. Nevertheless, the limitation to this
metric is that, not all old visitors are satisfied with the products, so they can reflect negatives on
the website, which on the other hand will hinder the new visitors to trust the company as well as
its products.
Time on the site- Corollary towards interactions per visit provides the insight of interest and
engagement of the website visitors. Visitors who spend a lot of time on the site, they are to be the
loyal customers. The company must focus on these customers and their demands. One of the best
ways to drive the sales performance is to track the quality of products through the sales funnel.
This method is significant for the sales leaders who require a high-level understanding of the
team’s sales process. Another indicator is activity ratio and it supports to drive the company’s
sales efforts and estimate the activity ratios.
The company must keep a track of its website visits and must keep the data on how much
time is spent by the visitor for the particular site. To maintain this, Crème Crush must implement
time trackers that can calculate the average visit time on a site (Taherdoost and Jalaliyoon,
2014). This, on one hand, will not only help the company to the average time on website but also
help the company to know the drawbacks of their sites.
Applications of main digital measurement techniques used in the digital marketing
Engagement rate- It defines the interaction level a part of content that gives by the company.
The rate of engagement supports to determine which type of content the company must use and