Comprehensive Digital Marketing Plan and Analysis for Argos Ltd.

This report provides a comprehensive digital marketing plan for Argos Ltd., a British catalogue retailer. It begins with an introduction to digital marketing, comparing it with offline marketing and analyzing consumer trends driving its development. The report then explores digital tools and platforms available to marketers, including hardware and physical channels, and emphasizes the importance of digital marketing platforms compared to traditional channels. The core of the report details a multi-channel digital marketing plan and strategy, including an explanation of omni-channel marketing. Finally, it evaluates measurement techniques and performance metrics, offering actionable recommendations to improve digital marketing effectiveness for Argos Ltd. The report covers various aspects of digital marketing, including situational analysis, vision, and mission of the company, and how digital marketing can be implemented to achieve its goals. The report also includes the use of different tools and platforms like voice search, email-based marketing, augmented and virtual reality marketing, and social media marketing.

Digital Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Explanation of digital marketing and comparison of offline & online marketing conepts....1
P2 Analysis of consumers trends that are Filling development of digital marketing..................2
Task 2...............................................................................................................................................3
P3 Hardware & tools related digital that avail to marketers in terms to building material and
other physical channels. ..............................................................................................................3
P4 Importance of developing digital marketing platforms with compared to traditional
channels........................................................................................................................................4
TASK 3............................................................................................................................................5
P5 Digital marketing plan and strategy to build multi channel capabilities................................5
P6 Explanation of omni channel marketing.................................................................................9
TASK 4..........................................................................................................................................10
P7 Evaluation of measurement techniques & performance metrics .........................................10
P8 Present a set of action to improve performance in digital marketing...................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing is tool of marketing which have different promotional techniques that
offer assistance to reach customers through online channels. Thus, these technologies provides
the proper tool to the business in order to promote the product and service on social media. Thus,
organization can used the mobile phone, digital medium, display advertising to attract the
customer (Yusoff, Alias, Abdullah and Mansor, 2019). Thus, this marketing is called direct
marketing which means consumers and sellers interlink with each other via digital technologies
such as emails, websites, communications etc.
The present report is based on digital marketing of Argos Ltd. It is a British catalogue
retailer operating in the United Kingdom and Ireland. The report will cover the digital marketing
activities such as opportunity, challenges and impact of the digital environment & also compare
the online mad offline marketing, explained the digital tools, platforms and channels and also
compare different physical channels such as bricks and motor.
Moreover, report will demonstrate the digital marketing plan and describe multi channel
capabilities. Lastly, report will evaluate several types of monitoring the digital marketing
effectively.
TASK 1
P1 Explanation of digital marketing and comparison of offline & online marketing conepts
Overview and Digital marketing
Digital marketing termed out as tool of advertising about product and service in the
market via different electronic and digital medium such as emails, websites, mobile
communication etc. However, this current trend of modern customer spend more time in social
media and uses the different digital platforms (Classen and Friedli, 2019). This aids to choose
the best and quality product as per the selection. Therefore, this is reason many organizations are
more concern for their marketing channels and they make huge efforts and target the customer
according to their needs and demands. Therefore, organization can provide a cross-channel,
continuous personal experience to their customers for enhance customer experience. Therefore,
while using this technology firm can expand their business globally this new tool helps to reach
out to more and more customers in number of ways.
Online Marketing
1

Difference between online and offline marketing
This marketing is type of electronic, internet marketing and online marketing that
directly interlinks customer and seller across the world. The purpose of this marketing is
that they provide the service to the customer by different Ways that are as web design,
SEO, PPC, Social media marketing etc (Young, 2019).
online marketing methods are
 Search Engine Optimization
 social medial marketing
 Email, artificial marketing
 Content marketing
 Lead generation
Offline Marketing
This marketing aids to promote the product through different promotional activities that
helps to Create the brand awareness. It also useful to attracts the consumers by increasing the
demand of product. Therefore, the main strategy of offline marketing is to use media channels to
create awareness of product and services. This aids to provide more chance of reaching out
audience.
Offline marketing methods are
 Television
 Posters
 Pamphlets
 Brochure
 Radio
 Flyers
 Newspapers
 Banners
P2 Analysis of consumers trends that are Filling development of digital marketing
Opportunities of digital marketing
Digital marketing is broad Area of marketing and the number of changes has taken in past
few decades. The internet has direct impact on many businesses because this is the best and
2

easiest way to reaching out consumer globally in very less time. Thus, in present scenario
consumer spent more time on internet and this leads firms to take advantages by promoting
their product through online channels. In addition, digital marketing hugely affects the
consumers spending limits. Therefore, There are different types of tool that helps to meet
the consumer demand and aid as to fuel the growth of digital marketing as -
Voice search - This is the best tool that resolve the query of customer by their search
engine. It has mainly 2 types of voice search engine first those that are used by Amazon's Alexa,
Apple Homepod, Google Home and Microsoft’s Cortana they all are smart speaker who give the
immediate answer to the clients, second is Siri and google assistant which is installed in desktop
and smartphones which helps users inform of written search result (Kemp, Randon McDougal.
and Syrdal, 2019). On the other side, Argos take this opportunity and implement this tool in the
business to resolve the queries of customer immediately.
Email based marketing- In this tool the marketer send the Email to subscriber who are
active on the websites. This is one of the smarter activity that builds the trust and loyalty of
customer related to the services. Thus, organization sent the mail to the right segment that can
help to attract the customer.
Augmented and virtual reality marketing - This is one of the best application many
marketer uses this as it attracts the customers through online marketing. This is most effective
tool that assists to introduce most realistic and effective way to promote the product into market
and also enhance customer experience.
Task 2
P3 Hardware & tools related digital that avail to marketers in terms to building material and other
physical channels.
DIGITAL TOOLS
Digital platforms is one of the best tool that helps to Argos because this platform present
the best opportunity to marketers that they can use the technology in order to provide the better
services and experience to the customer, employee, suppliers and other stakeholders. Therefore,
Argos can take advantage for this opportunity because using digital technologies firm can reduce
their cost of promotional activities (Domazet and Neogradi, 2019).
Types of digital tools & hardware:
3

Digital marketing provide cost efficient advantages to Argos Ltd. Thus, this helps to
attract the huge bulk of customers and also provide the efficient tool that aids to connect with
business. On the others side, it also allows business to get connect with a greater number of the
customers. Henceforth, digital marketing tools are as-
Bricks and mortar - This is the best tool which refers to physical presence of
organization and business (Ruan and Siau, 2019). This tool might be describe the location of
organization also describe the open and closed activity of business. Therefore Argos can used
this tool in the business to make the physical presences and reflect the branding also in this it
could contains the sign of building as well as describe the daily activities of the business on
websites.
Social media marketing - This is the best and demanding activities in current trends. Thus, the
marketers and owner of the Argos encourage the local people to search and like facebook page .
Thus, firm can also connect with customer through Twitter also social media approach aids to
develop an interactive and online relationship with customers. Henceforth, there are many social
Media tool such as witter, Facebook, Pinterest and YouTube etc. customer can used this tool by
blogging, tweeting, networking, bookmarking and commenting on social media website.
Artificial marketing - This is another activity of marketing that helps to Argos to
enhance the sales of product. Thus, organization can used this to increase the sales of product.
So, Argos contract with third party and sharing a part of income to the agency that helps to sales
generated. Thus, this is the neat activity that helps to attract the number of customer in all over
the world.
P4 Importance of developing digital marketing platforms with compared to traditional channels
The use of the digital platform and revenue generation.
Digital marketing explained as marketing term that aids to promote the product and service with
use of digital technical (Langan, Cowley. and Nguyen, 2019). Therefore, implement of e-
commerce technique in the business it can helps in recent decades because it plays crucial role
as it generate the huge sales and helps to enhance the business profitability. Therefore, digital
marketing channels are defined in following manner which is described below -
E-mail marketing- This is the best way to do marketing activities in an effective ways.
Therefore, Argos develop the different marketing activities that aids to perform varied online
platform (piller and Tuten, 2019). Thus, using email marketing Argos can able to send the
4

correct information to right and target people also provide the updates that which type of product
and service firm produce and sale. Therefore, this is one of the best e-commerce and digital
marketing platforms that helps business for that they can easily connect with customer and
manage their business activity effectively.
Pay per click advertisement- This is another method of e-commerce marketing which
helps to conduct the business activity effectively. In this method, organization can deliver the
information only to target ad potential customer according to the specific time period (Rohm,
Stefl and Saint Clair, 2019S). However, pay per click is the one the effective tool because it is
type of sponsored online advertising, in this method organization pays when users click the
companies websites so it aids to choose potential customers by improving the phenomena and
important information on ads.
Search engine optimization- it is the methodologists and strategies that involved of
several activities, in this method organization includes the information on different websites
through different keywords such as Google, Bing, Yahoo and other search engines. Herein,
customer can use different websites and search about the organization in order to identify the
actual and real information about the brand, product, service etc (Kingsnorth, 2019).
Display advertising - This is one of the best e-commerce marketing activity that help to promote
the brand , product and service of organization. Thus, the main purpose of using this activity is
that is to deliver general advertisements and brand messages to site visitors.
TASK 3
P5 Digital marketing plan and strategy to build multi channel capabilities
Digital marketing activities.
Executing summary: Argos is multi channel retailer and offers variety of products. It
wants to increase its sales, so it decided to focus on digital marketing. This study is going to
describe vision and objective of the company which it wants to achieve. It will show importance
of situational and different analysis in digital marketing.
Marketing plays an important role as it refers a process of getting potential customers
interested in company's services and products. Digital marketing is an effective type of marketing
by which Argos focuses on developing a digital strategy within digital environment.
Vision & mission: The vision of Argos is to become the most trusted retailer in this
industry & mission is to offer qualitative products and services that give them value for money.
5

Digital marketing goals: To increase its sales of digital TV up to 25% each month by
building market share.
The opportunities and challenges od digital hardware landscape.
Situational analysis:
Strengths
 It has integrated multi channel
capability.
 It offers several goods at lower prices.
 Argos has around 1.1 million active
store card customers.
Weaknesses
 Mainly dependent on UK market.
 Unable to display products in store
(Keegan and Rowley, 2017).
Opportunities
 Lower inflation rate
 Wider range of customers from online
channels.
Threats
 Higher competition
 Global economic crisis
Political
UK government wants to change its old
television broadcast system and this policy
puts pressure on Argos to either buy new
television sets or upgrade them. It can increase
its overall cost (Saghiri and et.al., 2017).
Economic
Unemployment rate has increased which have
negative impacts on its performance. Due to
economic crisis in the country, consumers are
spending less which can decrease its sales.
Social
Some social factors like changing lifestyle,
economic crisis and job loss are impacting
Technological
Due to advanced technology, government has
also decided to change to digital transmission
6

negatively on the sales and demands on Argos
consumer electronic products.
that directly impacts on selling of flat screens
as they are not HDTV compatible.
Competitors: Argos has the big threat from its competitors which includes PC world,
Tesco, ASDA etc. All its competitors has strong internet presence that can decrease sales of
Argos.
Competitors analysis:
Porter's 5 forces
Suppliers bargaining power High Suppliers in this industry have
high control on raw materials.
Customers bargaining power Moderate to high Customers have greater choice
between lots of manufacturers,
so they have high power.
Terror of new entrants High It is stated that anyone can
start retail shop with few and
small investment.
Threat of substitute low There is no substitute and
same features of products for
furniture and home applicants.
Rivalry within industry High There are several well-known
retailers in this industry such
as Wal mart, Galiform and
other that offers discount &
low prices products.
7

STP: Argos focuses on demographic segmentation and target the age of 25-64
dependent kids & households. This age group has higher buying power capacity, so it can
increase their sales. This retailer also focuses on satisfying psycho-graphic needs which
includes pleasure, functionality and image. It positions itself through niche marketing. Its main
positioning strategy is to allow greater efficiency as its products will include brand new HDTV
with home theatre & flat screen (Manser Payne, Peltier and Barger, 2017).
The role of digital marketing on the communication of 7 ps.
Marketing mix: It refers a set of actions that are being used by Argos to develop and
promote its products in the market. It includes:
Products: Its products includes cars or cellphones. Now its product mix include HDTV ready,
traditional TV packages and home theatre.
Place: Products of Argos are available on both online and physical shops.
Price: Lower cost is main pricing strategy of Argos. It also offers discounts & low price DVDs
and CDs to its target market.
Promotion: Direct advertising is being used by this retailer for promoting its goods.
Monetary and evaluation: With the help of its digital marketing campaigns it can be
evaluated that its products becoming more likely to be popular among customers. The choice of
products that appear on social media platforms and sites are categorized & based on search,
sales, seasonal trends etc. This campaign helped out Argos in order to understand their customers
preferences and needs by seeing majority of viewers on different styles and designs of products.
It is also stated that approximate 75% of people who saw Argos's advertisement, they were
persuaded to shop with Argos. It increases 18% sales. So it can be evaluated that digital
marketing campaign of Argos is performing well.
Sales analysis:
Time Actual Standard Variation
2016 £10000 £12000 -£2000
2017 £13000 £14000 -£1000
2018 £17,500 £17000 +£500
8

Analysis: It is identified from above analysis that gradually sales of Argos is increasing. From
estimation or standard sales, actual sales has increased which shows effectiveness of digital
marketing of Argos. There is a small variation in sales, but it can boost morale of Argos that their
digital marketing campaign is going on the right track.
Cost benefit analysis:
Time Actual Standard Variation
2016 £5000 £6000 £1000
2017 £7500 £7000 £500
2018 £6000 £6500 £500
Analysis: From above cost benefit analysis it can be said that the overall cost of digital
marketing of Argos is decreasing. If overall cost of the company decreases then it can give
several benefits to the company. The company can make more profits by decreasing its cost.
Marketing Expenses budget
2016 2017
Mail 700 -
Social media advertisement 7500 5000
Cost of training staff 500 350
Website gradation 5000 4000
Printed Brochure 1500 1200
Total expenses 15,200 10,550
Gross sales 50,500 65,650
Gross profit 35,300 55,100
P6 Explanation of omni channel marketing
Omni channel marketing is called an effective retail strategy which can be used by Argos
to sales & marketing. It refers to the multi channels sales approach that offers its customers with
9

an integrated shopping experience. According to Omni channel marketing, Argos uses and
focuses on different communication channels with the main aim of communicating effectively
with its clients. By using different channels or omni channel marketing, marketing manager of
Argos can deliver an effective brand message (Chaffey and Ellis-Chadwick, 2019).
Argos has ranked 1st out of 30 UK non-food retailers for using and omni channel
offerings. According to new research, it is stated that this retailer support customers to have
variety of cross channel shopping. There are several features included in its different channels
such as online live chat & easy to use store locator. It makes easier for shoppers to research
products and complete their purchases.
The main aim of Argos to take initiative in building multi channels is to make its online
and offline retail marketing activities more effective. According to online retail marketing
strategy, Argos creates a local search listing in business, on review sites. After that they run
promotions to encourage their potential customers to write positive reviews on social media.
TASK 4
P7 Evaluation of measurement techniques & performance metrics
It is important to evaluate and measure effectiveness of digital marketing which is being
used by Argos retailer. There are several measurement techniques and performance metrics in
digital marketing. By creating a measurement template, determining success factors the company
can measure. Argos company makes an effective use of traffic by sources metrics for its digital
marketing because it uses several channels.
Traffic by channels: It is an effective measurement strategy to identify that which
channels is over as well as under performing in overall marketing campaigns.
Direct visitors: By noticing number of visitors that visit company's website by typing URL into
their browser, Argos can measure.
Search: Based on a search query, it can be identified that how many visitors arrive at company's
site.
Referrals: These type of visitors arrived at company's site from a link on another website.
Social media: Social traffic also give the best measurement to Argos. They can measure visitors
and see that who arrive at their site. By noticing social traffic, Argos make effectiveness of its
content marketing (Babić Rosario and et.al., 2016).
10