Practical Digital Marketing Report: Analysis of Airtel's Strategies

This report provides an in-depth analysis of Airtel's digital marketing strategies. It begins with an introduction to digital marketing and its significance, particularly for telecommunication companies. The main body of the report delves into various digital marketing types, including content market...Read More

PRACTICAL DEGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital marketing refers to the form of marketing which is used to promote the good and
services with the use of internet and online based digital technologies that includes computers,
mobile phones and and other digital platforms and media. As now digital platforms increasingly
incorporated in the marketing plan of the businesses and day to day life routine. People are more
often to use digital devices instead of visiting physical shops, along with the internet digital
marketing has extended to the non- internet channels that provides the platforms such as
television, mobile phones, callback and on hold mobile ringtone. This report is based on the
AIRTEL limited which is an multinational telecommunication services company, it specialises in
providing GSM, 3G, 4G LTE, 4G+ mobile services, this operates in the 18 countries across south
Asia and Africa. This report will includes the role of digital marketing in the communication
strategy as a promotional aspect of the marketing mix (Chaffey and Ellis-Chadwick, 2019)
MAIN BODY
Marketing is refers to the sum of all activities that undertaken to promote the goods and
services and to communicate them to the potential customers. Digital marketing is one of the
form of the marketing that a company use to communicates it product to the customers with the
use of digital based platforms. Digital marketing categorised in various types are explained
below:
Content marketing: this is the form of marketing that mainly involves creating,
publishing and distribution of the content for the targeted and potential customers through online.
This provides support in to attract the prospects and transforms prospects into the customers
through developing and sharing of the valuable free content. This form does not involves the
direct selling instead it build the trust and connection with the potential and targeted customers.
Content marketing has associated with the anticipating and meting the exiting customers needs to
get the valuable information, this idea of content marketing has been developed so that brand
will able to give some valuable to get something valuable in return. With the the help of this
airtel will able to attract attention of the customers and generate leads, expand their customers
base and also help in to generate and increase the online sales of the services. In addition to this
this also provides the support in to increase the brand awareness and credibility and engage the
online community users with the company as that will enhance the brand recognition.
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Search engine marketing (SEM): this is an internet based marketing that involves the
promotion of the goods and services by appearing or increasing the visibility on the search
engine result pages. This is mainly a paid advertising, this is corporate d with the search engine
optimization that works to adjust or rewrite the website content to get the higher ranking I the
search engine result page. Search engine optimization consultants has increases their offering to
the business as to help in learn about and use of the advertising opportunities given by the search
engines. Search engine marketing provides greatest strength to the airtel company is that it
provides the opportunity to put their ads in front of the potential and motivated consumers who
are ready to make the purchase at the movement they see the ads(Hanlon, 2019).
Social media marketing (SSM): this is refers to the process of creating and publishing of
the content on the social media platforms ad website to promote he goods and services. This
involves the use of the social media platforms such as Instagram, Facebook, tweeter and
LinkedIn etc. to connect with the customers to build the brand name, brand awareness, increase
in sale and drive website traffic. It includes he activities such as posting text, images, videos ad
other content that lead to the engagement of the audience as well as paid social media marketing
through the celebrity faces. With the implementation of this communicative marketing approach
airtel will effectively increasing the website traffics, will build the conversations with the
customers, enhance the brand awareness and creates the brand identity and positive brand
association in front of the target audiences. This is all about meeting the potential customers so
that they can socially interact with the each other and with the brand. It also provides the
information about the competitors, their strategy and their products with this company is able
learn from them and able to generate the competitive advantage for itself (Deiss and Henneberry,
2020),
Search engine optimization (SEO): this is refers to the process of improving the quality
and quantity of the website traffic to a web page from the search engine result page. This is an
internet marketing strategy where search engine optimization associated with how search engine
works and website will receive more visitors from search engine when website ranked higher in
the results pages, these visitors can potentially be converted into the customers who are ready to
buy at the time advertisement appear in the web results. This is about making the small
modifications, which could have the noticeable impact on the experiences of the site user and
performance in organic search results. This will help the airtel to improve the quality of the
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website traffic and a little modification will provide the good experience to the consumers that
will help in to create the brand recognition and customers are often to use the services.
Affiliate marketing: This marketing refers to the earning through the promotion of the
product and services of the other company or organisation. Marketer use the promotion of others
product and services for the their own benefits. The benefit of affiliate marketing is to it save
time of creating product and services and also it is beneficial for the better achievement of
financial needs of the marketers (Arkhipova and Gurieva, 2018). Airtel can use this marketing
for their own benefit, company can hire the marker that can help them to promote their services.
It also could help the company to increase the range of customers and provide better information
to the all the services they are providing in the current and in the future. Affiliate marketing helps
the company in better growth and success in the service industry. Company can promote their
services by the other marketer and it help them to reach in range of the customers arccos the
world and in the various location at one time. Thus, company can use affiliate marketing for the
better reach to the customers and increase the profitability in the service industry. Affiliate
marketing can also increase the customers base of the company, because this marketing provide
better reach to all the target customers in the market and give them proper information about the
services provided by the company
Pay-per-click marketing (PPC): This is an model of internet marketing that is used to
drive the traffic on the websites, in which advertiser pay a free to the publishers every time when
the ad is clicked. This is commonly associated with the search engines advertising, where it
allow advertisers to bid for the ad placements in the search engine result page when someone
searches on the keyword which is related to the business offerings. For example google ads is the
mos the popular pay per click advertising system in the world, its ads platform enables the
companies to create and formulate the ads that will appear on the google search engine and other
properties of google (Pandey, Nayal and Rathore, 2020). This advertisements also known banner
ads that are show on the website as per the related content along with this social networks such
as Facebook, LinkedIn, Pinterest and twitter has also adopted pay per click advertising as in
terms of their one of the model of advertising. With the help of this airtel will be able to
encourage its brand awareness along with the increment in sales and provides the effective
advertisement.
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Email marketing: this is an act of sending the commercial messages to the users and
every mail that is sent to the potential or existing customers has been considered as the email
marketing. This is associated with the using email to send the advertisement, request business,
solicit donations and sales, this marketing strategy is mainly look forward to achieve the
objectives such as build brand loyalty, brand awareness and trust of the customers towards the
company. Thus, with this airtel has successfully build the strong customers relation and strong
customers base (Dahiya and Gayatri, 2018).
CONCLUSION
From the above analysis it has been concluded that marketing is the sum of all activities
which has been performed to promote the goods and services and digital marketing is one of the
form of the marketing that includes the use of internet and digital based platforms which is used
to communicate with the potential and existing customers about the product and services. Digital
marketing has been categorised in various types that provides the advantage to effectively
communicate with the customers through digital based platforms and internet. In addition to this
they provide the support to increase the sale and achieve the desired goals and objectives.
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REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Arkhipova, N.I. and Gurieva, M.T., 2018. Modern trends in the development of digital
marketing. RSUH/RGGU Bulletin. Series Economics. Management. Law.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian passenger car
market. Journal of Global Marketing, 31(2), pp.73-95.
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