Digital Marketing Strategies for Crème Crush Dessert Shop

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Digital Marketing
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Table of Contents
Introduction......................................................................................................................................2
LO1. Demonstrate an understanding of the opportunities, challenges and impact of the digital
environment.....................................................................................................................................3
LO2. Examine key digital tools, platforms and channels, comparing and contrasting bricks and
mortar and other physical channels.................................................................................................5
LO3. Determine how to organise digital marketing activities and build multi-channel capabilities
in an organisation & LO4. Evaluate methods of monitoring and measuring digital marketing
effectively........................................................................................................................................8
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
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Introduction
The digital marketing is famous in the market of globalisation. This marketing involves the use
of the electronic devices and internet to make sales and purchase of goods and services. The
marketing is conducted through the websites, various search engines and through social media.
This is the best way to attract the customers in large numbers at a one time. The Bee digital
provides the platform of digital marketing to various small-scale enterprises in website
developing and designing, digital media buying, online campaigns and creating branding image
for the companies. The Crème Crush is a dessert shop, which wants to expand its business
through digital marketing.
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LO1. Demonstrate an understanding of the opportunities, challenges and impact of the
digital environment
The impact digital marketing is observed in all companies running their business globally. The
companies are using digital space for expanding their business and promoting their brand to
customers at large. The following are the opportunities and challenges of the digital marketing.
Opportunities
Digital workforce a new way of working: The start-ups and small medium enterprises (SMEs)
are using web and technologies for projects and launching their products in the market. This way
is helpful for the employees as they are not bound to stick in the company rather they have to
work for the projects in the business. This latest trend has eased the way of working within the
organisations in present scenario.
Easily reach to customers: The digital marketing has shown a large growth in selling products
and is proven to be easy medium to customers for shopping. The customers with the increase in
globalisation is using digital platform for the online shopping. The retailers are creating online
platform for increasing sales business and providing services to customers.
Mobility in the business: The consumers are smartly using the technologies for shopping online.
The multinational companies are providing a medium to shop for any part of the world. The
traditional way of shopping was having less mobility in the business. The transaction and
payment through digital mode has made things easy for both customers and business companies.
Internet of Things (IOT): The facility of internet has connected people and devices with each
other and has created the possibility for consumer engagement in shopping, making payments,
paying bills, transferring money etc. It is time saving and secure the business. Companies are
involving more in the online business tactics as they provide more profits in less expenditure.
Challenges
Big data management: The companies have provided opportunities to customers for using goods
and services by digital marketing. However, the companies have to struggle in keeping the data
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of each customers and meeting the demand of customer’s services promptly. The customers have
to face the issues regarding payment and getting offers seems to invade their personal space.
Difficulty in meeting the expectations of customers: The customers are using the services and
goods provided by the company. However, the companies get a setback from the customers for
not providing the exact thing, which was promised. The customers do not wait for the services
and goods as many options are lined up for them in this competitive world.
Finding a space for company digitally: There are many big companies in the market who have
make their space in digital market but the small scale industries companies are still finding their
way in digital marketing. The customers are attracted towards the brand image, which has
reduced the business ratio of the small companies.
Managing the Omni-channel reality: New technologies are been introduced in the digital
marketing every day. The new devices and technologies are attracting people which are not
possible for every company to maintain and track of it. This is increased the competition in the
market and company is worrying about the changing need of the customers in the digital
marketing.
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LO2. Examine key digital tools, platforms and channels, comparing and contrasting bricks
and mortar and other physical channels
Key digital Tools help the marketers to make the complex digital market manageable.
 Social media manager: Social media helps the business to go far beyond a single
platform and outreach various customers.
 Email Marketing Campaign Creator: It is one of the critical factors for the successful
digital marketing.
Key Platforms and Channels: In order to rely upon the digital marketing it is necessary for the
business to achieve the organisational goals.
 Content marketing: It helps the business to create traffic from the targeted customers by
generating high quality as well as reliable contents regarding products and services.
 Social Media Marketing: It helps the business enterprise to increase its quality by
attracting the customers and raising brand awareness.
There is a difference between the digital platforms business and bricks and mortar business style.
The digital platforms are those where the products and groceries are available on the website or
on the application such as Amazon, Flipkart etc. This medium is easy for the customers to get all
product and service on one click. The Bricks and Mortal refers to the old traditional street
business, which offers the products to customers face to face. The customers need to visit to the
stores to purchase the goods, example the grocery stores. There is a comparison between the two
in many ways that are as follows:
Particulars Digital channels Bricks and Mortar channels
Locations In this the products are sold
through online medium i.e.
having a virtual shopping cart
and no physical stores. The
location depends upon the
In this, there are stores physically
present to sell the products. The
customers have to visit the stores
for purchasing products. This
creates difficulty for the
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customers as they can shop for
the products from any part of the
world.
customers to visit store to
purchase a single product. This
consumes both time and energy.
Marketing The marketing is done by using
digital advertising and social
media. This medium is becoming
popular in today’s generation and
a easily reachable to large
number of people in a less time.
The way for marketing was
advertisements made on print
media such as newspaper,
magazines and TV. The old
advertisement medium is not
successful in present scenario.
Customer attention The immediate customer
attention can be gained in this
platform. The online shopping is
easily reachable to the customers
at a time. This platform is easy to
reach to the customers at a large
number.
The customers are not attracted
easily; this platform requires time
to get recognition from the
customers and gaining goodwill
in the market. There might be
chances the customers visits the
stores only once or twice in a
month.
Operating Expenses There is less costs and expenses
in maintaining the business as
there is no physical store in
which are expenses are incurred.
The only requirement in this
platform is a warehouse in which
products are kept.
The operating cost is
comparatively high, as it requires
physical stores, which need
maintenance and other
expenditure such as payment of
electricity water, and stores rent.
There is also a need of the
employees in the stores to whom
the salaries paid on the monthly
basis.
Sales Transaction The sales and purchase
transactions are made through
online payments through cards
and other online payment portals.
This has become easy for the
The sales and purchase
transactions are made by
providing cash to the store
manager. The cards are also
accepted for the payments on
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customers and mangers to
complete the sales transaction on
one click. This is a virtual sales
made between the seller and the
customers, in this the goods are
not immediately received by the
customers; it takes two-three
days duration to reach the
product in the hands of the
customers.
visiting the stores only. There is
a physical sales transaction as
good are delivered immediately
to customers as sales process is
completed.
Table 1: difference between the digital platforms business and bricks and mortar business
style
(Source: Created by the learner)
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LO3. Determine how to organise digital marketing activities and build multi-channel
capabilities in an organisation & LO4. Evaluate methods of monitoring and measuring
digital marketing effectively
Evolution of Omni-channel
The term Omni Channel is known in the recent years and it has evolved itself greatly to become
a prominent feature for the modern business organisations. It has continued itself to become the
digital trends for the marketers.
Year 2010: It was an unfamiliar concept when it was first introduced to the marketing sector
worldwide. It described a new experience for the shoppers in order to extend the marketers
beyond the retailing business.
Year 2012: The increase in the purchase of latest smart phones increased the use of Omni
channel. With the use of mobile devices the purchase of products as well as services became
cheaper for the shoppers.
Year 2014: The rise in the digital age continued the increase in the Omni channel customers in
order to enhance the better shopping experiences for the customers by using various platforms.
Year 2015: The retailers started to adopt as well as increase in the number of channels in order
to increase their touch with the customers which are ultimately making The INTERNET OF
THINGS a reality.
Year 2019: All these sequence of things increased the business enterprise to adopt the Omni
channel and to gain a competitive advantage over the rivals by increasing their selling power
(Abreu and Miranda, 2019). It had also become the customer favourite factor for shopping
(Grewal et al., 2018).
Omni channel has evolved itself though these above stated processes that had helped it to
become the most necessary element in the digital marketing activities (Chopra, 2018).
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Coherent and Logical Digital Marketing Strategy for Crème Crush and Its Implications
The below stated are the list that will help in effective digital marketing strategy for Crème
Crush:
1. Create Blog for Crème Crush: Creating blog and approaching food bloggers to promote the
food products of Crème Crush will help the business to establish rapport with the targeted
audiences. Its implication will create interest among the targeted audiences (Baltes, 2015).
2. Sharing Post and driving Paid Traffic: With the buzz created by the paid audiences in the
blog of Crème Crush it will generate increase in the sales by targeting potential audiences.
3. Host Events and promote it: Hosting food events and promoting it in Social media will
boost up the social presence as well as the audience traffic in the blog. Promote Seasonal and
Festive Offers and Its implication will help to promote the products and will increase the
sales.
4. Post Demographic consumerism: It will help the consumers to feel free about constructing
their own trends as well as fashionable lifestyles and will help the company to define the
consumption pattern rather than defining it by the traditional demographic segments.
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Actionable Measurement Framework Applied In Crème Crush:
Sales and Growth Brand Building Customer Loyalty Engage and grow social
community
Revenue Customer
Base
Revenues Registrations
Average
order
value
International
Customers
Transacti
ons
UK Based
customers
Items
Categoris
ed
revenue
Custome
rs
Increase
Reach
New vs.
Returning
visitors
Organic
Sessions
New blog
readers
Social
Traffic
Newslette
r
subscripti
on
New
Followers
Increased
reach
Referral
sessions
Retainin
g
Custome
rs
Improve
engagement
Return
visitors
Newsletter
subscription
Existing
customer
s
Average visits
duration
Lifetime
value
Blog Readers
Transacti
on per
customer
s
Follower
s
Social
Media
New
likes
Social
conversation
s
New
followers
Brand
mentions
Social
engagem
ent
Network
referrals
Objectives KPI Measurable Metrics
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Digital Marketing Plan and Strategy to Build Multi-Channel Capabilities for Crème Crush
Identify every channel: The first step to carte the multi channel capability is to identify all the
available channels in order to outreach the customers such as social media, blogs, news paper
and many more.
Creating Unified Experience for customers: In order to create same brand experience in every
channel it is very necessary for Crème Crush to post consistent things in order to provide clear
message to customers (Beta.companieshouse.gov.uk. 2019).
Tailor Content to Platforms: While promoting consistent things on all the channels it is
necessary to tailor appropriate way to promote products. By creating effective food videos and
images as well as the menus it will increase the popularity of the company.
This will help the business to build multi channel capabilities for the brand and will also increase
its sales and interest among the customers.
Range of Tools and Techniques to Plan an End-To-End Omni-Channel Marketing
Campaign
 E-Commerce website: This tool will help to manage the end to end operations of the Crème
crush at minimum expenses. They use to provide integration of various applications and
support various services by synchronizing the online as well as offline sales of the business
enterprise (Todor, 2016).
 Secure payment gateways: Security in the digital worlds is the fundamental component that
a business enterprise should always look for. However it is important for the company to
exploit their digitalised infrastructure as well as to secure the gateways of payment so that the
customers can be satisfied regarding safety reasons.
 Social Media Integration and Mobile application: Always updating the social media
accounts helps to increase the awareness of the products and makes it more purchasable by
boosting the experience of the customers. Mobile applications help to make the customers
more user friendly with the business enterprise.
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