Digital Marketing Strategies for Crème Crush: A Comprehensive Report

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DIGITAL MARKETING
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Table of Contents
Task A........................................................................................................................................4
Introduction............................................................................................................................4
LO1: Opportunities, Challenges and Impact of Digital Environment....................................4
Overview of Digital Marketing Landscape............................................................................4
Evaluation of Challenges and Opportunities..........................................................................4
Key Consumer Trends Orchestrating Digital Marketing.......................................................5
LO2: Key Digital Tools, Channels and Platforms and Comparison of Those with Other
Physical Channels...................................................................................................................5
Assessment of Digital Tools...................................................................................................5
Analysing Use of Digital Tools..............................................................................................6
Comparing Digital Marketing Platforms with Physical Channels.........................................6
Impact of Growth of E-commerce..........................................................................................6
Conclusion..............................................................................................................................7
Task B........................................................................................................................................8
Introduction............................................................................................................................8
LO3 Organizing digital marketing activities and building multichannel capabilities for
Crème Crush...........................................................................................................................8
Evolution of Omni Channel Marketing..................................................................................8
Coherent and logical digital marketing strategy for Crème Crush.........................................9
Demographics:........................................................................................................................9
SMART Objective:.................................................................................................................9
CRM Software......................................................................................................................10
Digital Media Channels........................................................................................................10
The Audit plan for Own media.............................................................................................10
The Audit plan for Earned media.........................................................................................11
The Audit plan for Paid media.............................................................................................11
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Arranging the Strategies Effectively....................................................................................11
Actionable measurement framework....................................................................................11
Digital marketing plan and strategy.....................................................................................12
Control..................................................................................................................................15
Tools and techniques to plan end to end Omni channel marketing campaign.....................15
LO4 Methods of monitoring and measuring digital marketing’s effectiveness...................16
Measurement techniques and performance metrics.............................................................16
Critical evaluation and application of key digital measurement techniques........................17
Actions to improve performance in digital marketing.........................................................17
Conclusion............................................................................................................................18
Reference List..........................................................................................................................19
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Task A
Introduction
This task is destined to explore impact of digital marketing activities for supporting business
activities of ‘Crème Crush’ and presenting opportunity for this company to reach greater
market for enhancing area of business.
LO1: Opportunities, Challenges and Impact of Digital Environment
Overview of Digital Marketing Landscape
Online or digital marketing helps to enhance the opportunity for marketers to promote their
products without using traditional method of offline marketing. It has also influenced large
customer base through using internet as a medium (Lamberton and Stephen, 2016). Rapidly
changing behaviour of customers and their opinion regarding new product or services has
facilitated chances for marketers to identify target market segment and promote value of
particular product through using digital media. Being a medium to reach greater customer
base, digital marketing activities helped to promote specific products and instigated
companies to convey value of products in a social media platform (Järvinen and Karjaluoto,
2015).
Evaluation of Challenges and Opportunities
Considering importance of digital media marketing technique, it can be stated that inclusion
of this method in marketing activity supports a company to reach not only target market but
also a greater customer base within no time (Tuten and Solomon, 2017). It differs from
traditional marketing techniques which largely is considered as offline marketing in terms of
cost-effectiveness and ability to reach number of people.
Digital media marketing can be considered as an effective medium how to differentiate
product value from that of the competitors. It is also important to connect with greater
number of customers through using internet as an effective method. In case of evaluating
digital marketing opportunities Social Media Marketing, Search Engine Optimisation (SEO)
and email marketing demand greater attention (Stephen, 2016). This can also be connected
with effective retargeting solution that it helps to modify marketing approach while ensuring
increasing sales margin.
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Despite having numerous advantages of using digital marketing as a method of introducing a
product, it presents challenges to develop online image of a company (Todor, 2016). In case
of operating as a successful company in competitive market digital marketing activities can
deliver issues to develop social media marketing strategy. It is also liable to face challenges
for training employees for working as brand advocates (Lamberton and Stephen, 2016).
Apart from this, challenges can be faced by organisations in terms of selecting appropriate
tool to implement strategy of digital marketing. Intention to acquire remarkable position in
contemporary market demands attention on developing Public Relationship (Tuten and
Solomon, 2017). In this regard social media marketing or digital marketing can present
challenges for a company to maintain brand image as it is a long-term process. Besides
understanding requirements of customers, successfully engaging employees in operational
activities through digital marketing can present challenges to promote a particular product
(Ashley and Tuten, 2015).
Key Consumer Trends Orchestrating Digital Marketing
In case of determining success of digital marketing, trends of customers are important to
access. Regarding digital marketing trends, voice search can be considered as an essential
factor. In addition, smart chat including chatbots persisted adoption of digital marketing.
Ashley and Tuten (2015) revealed that trend of virtual and augmented reality marketing
facilitated chances to promote digital media marketing. Furthermore, introduction of
machine learning and AI along with email marketing and live videos serves as recent trends
that have orchestrated growth of digital marketing and influenced organisations to focus on
this marketing approach.
LO2: Key Digital Tools, Channels and Platforms and Comparison of Those with
Other Physical Channels
Assessment of Digital Tools
Intention to reflect on effectiveness of digital marketing tools several tools including Google
Analytics, ActiveCampaign, MeetEdgar Google keyword planner, SumoMe, UberSuggest are
important to mention. Availability of this marketing tools instigate opportunity for marketers
to evaluate scale of their business while tracking interest of customers. These are also
effective to develop strategies for attracting attention of customers. Moreover, email
marketing, visual content and graphic design are also essential digital marketing tools that
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contrast effectiveness of bricks and mortar businesses (Chaffey and Ellis-Chadwick, 2019).
Adoption of this digital tools propagate opportunity for digital marketers to design their
advertisement and promotional activities utilising opportunities of digital hardware
landscape. In case of evaluating effectiveness of digital marketing tools over bricks and
mortar business introduction of Hubspot, Mailchimp KWfinder and Canva helped marketers
to compete in this competitive market.
Analysing Use of Digital Tools
Considering importance of using digital tools it can be stated that adoption of digital tools as
a marketing approach facilitates chances for organisations to reach the large customer base
within no time. It is also essential to evaluate requirements of customers and identify their
needs to develop particular products. Apart from analysing effectiveness of digital marketing
tools, SEO, display advertising, email marketing, pay per click advertising have helped this
process of digital marketing to overcome challenges of traditional marketing (Tuten and
Solomon, 2017). Digital marketing efforts has also have also been effective to improve brand
image and profit margin of organisations to enhance value proposition and retaining
customers. Hence, it can be evaluated that focus on implementing digital marketing strategy
elaborate chances for organisations to enhance product value as well as profit margin
Comparing Digital Marketing Platforms with Physical Channels
Increasing competition in market has enhanced opportunity for organisations to adopt based
approach for introducing a product to customers. In this regard traditional marketing and
digital marketing efforts are essential to access why traditional marketing effort is easy to
understand and implement digital marketing is comparatively complex method and requires
investment in initial phase of implementation (Lamberton and Stephen, 2016).
Impact of Growth of E-commerce
Digital marketing helps to promote e-commerce business as it supports email marketing and
insists organisations to optimise business process through adopting effective strategies.
Incorporation of this marketing activities in sales and promotional events supports a company
to establish value proposition. It is also essential to understand behaviour of customers and
facilitate chances for online earning. Apart from that inclusion of artificial intelligence (AI)
helps organisations to focus on live streaming (Taiminen and Karjaluoto, 2015).
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Conclusion
This report is premised on developing idea on digital marketing trends while identifying
effective digital marketing tools and techniques. Assessment of this report presents that
introduction of digital marketing approaches including email marketing and search engine
optimisation instigated success of organisation and can contribute to promotional activities of
Crème Crush for enhancing market share.
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Task B
Introduction
Introducing digital marketing strategy for the first time in Crème Crush would only be
effective with the inclusion of multichannel that would include social media, paid advertising
and search engine marketing. The purpose of the current report is to develop an ace Omni
channel digital marketing strategy for Crème Crush that would allow the company is making
a successful and measurable digital footprint.
LO3 Organizing digital marketing activities and building multichannel
capabilities for Crème Crush
Evolution of Omni Channel Marketing
Omni-channel marketing is the new phase of the business strategy implemented in many of
the organizations due to the effective and quality results offered by the strategies to the
organization. In the past decade, it has evolved a lot in comparison to its former condition. It
is basically the integration and the orchestration of the different channels for the purpose of
enhancement of the experience of the users (Manser Payne et al. 2017). It is an integral part
of the digital business strategies and it is proving to be very much beneficial in terms of the
organizations.
In terms of the users and the customers, the platform of omni-channel has fascinated the users
for the companies and the strategies in a whole new manner. Opting for the different
mediums for contacting the customers rather than using the former strategy of calling is one
of the best parts of omni-channel marketing. Moreover, the dynamic interface of this strategy
is proving out to be very much attractive for the users (Hansen and Sia, 2015). However, a lot
of evolution is been underdone by omni-channel marketing to become one of the finest
strategies in digital marketing platforms. The origin of omni-channel marketing dates back to
2003 and since then, newer and better technologies are implemented for the betterment of the
experience of the users, as well as the organizations. Before the aspect of omni-channel
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marketing, the marketing of services was totally dependent on the print media aspects. Thus
the development in the field of omni-channel is one of the integral components in the modern
digital marketing industry (Dahl et al. 2018).
Coherent and logical digital marketing strategy for Crème Crush
Demographics:
In terms of the demographic and physiographic aspects, Crème Crush should target the youth
generation for the purpose of their development in the business as they are an integral part of
the social and the digital media platforms.
SMART Objective:
Specific Crème Crush should opt for certain specific goals or targets like
increase in the sales or sealing a promoted rank in the digital media
platforms.
Measurable The targets that are measurable in nature should also be the priority of
Crème Crush (Laverie et al. 2018). This may include the ratio of the
increase in sales and target ratios of the company.
Attainable The objectives should be attainable by the company like expansion of
the branches in more cities across the country.
Relevant The targets and goals should turn out to be beneficial for the company.
Irrelevant goals are a mere waste for company’s development.
Time- Bound All the goals targeted by Crème Crush should take place under a
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stipulated time period.
CRM Software
Implementation of the digital marketing tools is the basis of getting quality boost in the
digital marketing platforms. For Crème Crush, it is quite recommendable to opt for Hubspot
as an efficient digital marketing tool for their company (Verhoef et al. 2015.). It is an
efficient digital marketing tool which integrates with the different locations of the sales
processes. Another efficient tool could be Lander. It is an effective tool which avails
powerful analytics for the insight of the company websites.
Digital Media Channels
Evaluation of the digital media channels and the websites of the organization is a major step
towards the development of the company in the digital platforms.
 Owned Media Platforms: The owned Media Platforms comprises of the
company websites, blogs and the social media pages. Evaluating these owned
media platforms could promote the rankings of the website in a worthy manner
(Hossain et al. 2017).
 Earned Media Platforms: These earned media platforms comprise of the
reviews and the other aspects which are gained from the users (Hendriyaniand
Chan, 2018). By the optimization of these earned media platforms, the reviews of
the companies could be enhanced in a worthy manner.
 Paid Media Platforms: They are mainly the Google AdWords and the other
resembling aspects of the digital media platforms. Optimizing these platforms
could earn a lot of attention from the users.
The Audit plan for Own media
Organizing campaigns for the owned media platforms like the company websites or the
official social media pages of the companies could help the companies a lot in achieving
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recognition in the digital platforms for the users. As that of Crème Crush, availing such
campaigns could enhance the results of the company in a worthy manner.
The Audit plan for Earned media
Auditing and organizing the campaigns for the earned media campaigns is the best strategy
for boosting up of the company stats and the reputation of the companies in the digital media
platforms to a large extent (Harvey. and Sanchez, 2018). These organized campaigns for
earned media could assist Crème Crush a lot in achieving the specific goals in a worthy
manner and that too in a stipulated time period.
The Audit plan for Paid media
The strategy of organizing the audits and the campaigns for the paid media services like the
Facebook paid services or the Google AdWords could significantly attract a large number of
users through these social media platforms. Thus, it would gradually enhance the target
audience for the company websites, as well as the organization.
Arranging the Strategies Effectively
Once all the strategies mentioned above are developed and organized in a fair manner, now it
is the last and the most vital strategy to be implemented in the field of digital marketing.
Accumulate all the strategies together and coordinate it ideally for the function of each of the
strategies of the company in a quality manner (Saghiri et al. 2017). These are some of the
coherent and logical digital marketing strategies which must be implemented by Crème Crush
in order to seal a quality position in the digital media and marketing platforms.
Actionable measurement framework
Measurable Action Time Period
Overall Website
Traffic
4 months
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Traffic By Source 3 months
Email Open Rate 3 months
Cost Per Acquisition 1 month
Cost Per Click 1 month
Digital marketing plan and strategy
Strength The implementation of effective strategies and tools by Crème
Crush
Weakness New-comers in the field of digital marketing for their organization.
Opportunity Availing quality strategies could enhance the rankings of the website
in a worthy manner
Threat The other companies with similar services might give a tough
competition to Crème Crush in the field of digital marketing.
Table 2: SWOT analysis
(Self Developed)
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