7QQMM306 Digital Marketing Assignment: Hermes Case Study Evaluation

This case study analyzes Hermes' digital marketing strategy, particularly focusing on their ParcelShop app. The assignment begins with an executive summary highlighting Hermes' move to digital marketing and the benefits of the app, such as real-time delivery service. A digital marketing audit identifies key findings, problems (e.g., eco-friendliness and user experience), and opportunities (e.g., real-time delivery and business expansion). Critical analysis emphasizes the need for market segmentation, technological advancements, and the use of social media for customer feedback. The assignment explores alternative marketing approaches and provides recommendations, such as leveraging social media platforms and fostering internal collaboration. Risks associated with the new strategy, including potential marketing challenges and eco-friendliness concerns, are also addressed. The case study concludes with a bibliography of relevant sources.

Executive Summary
Hermes and their consumer arm myHermes known for
their delivery service have moved to digital marketing
by generating an app called ParcelShop so that
customers can experience real time delivery service
(Ryan, 2016). Therefore, Hermes will continue to grow
and offer premium services and offer convenience,
value and proposition. However, the premium services
should not cost to the Earth as the upgrading
technology should conserve the mother nature and
should not harm humans and other living beings and
Hermes should preserve and protect its inhabitants
keeping in mind the growth of the organization.

Digital Marketing Audit
The key findings are as follows:
•The app Parcelshop is designed
according to the plans of the
customer so that the product is
delivered on time (Ryan, 2016)
•The delivery boy with is picture will
be uploaded along with the delivery
time slot.
•Aims at all causes of failure of
delivery rather than the retailer.
The key problems are as follows:
•The changes should be eco friendly
•All the customers may not know
about the new website or app
•The customers my not be able to use
the app or the app may not be user
friendly
•The customer may forget to leave
the parcel in the safe market area
and can get be misplaced

Digital Marketing
Audit
The key opportunities
are:
•Customers will be able
to experience a real time
delivery service at there
door step anywhere
anytime (Tiago et al.,
2014)
•Hermes and myHermes
will experience a lot of
growth and expansion in
terms of digital
marketing.
•Customers will receive
their parcels in
convenience with their

Critical Analysis
•To better serve up the consumers, the
marketplace should be divided the
length of some similarity (Kannan,
2017).
•Technological advance touching from
accumulation market to section of one.
The interactive technology allow the
client to provide individual information
and be given customized goods and
services.
•The use of social media communication
allows brand to obtain both positive
and negative criticism from their
clients as well as formative what
medium platform work fine for them.
•It is now common for consumers to
post feedback online through social
media sources, blogs And websites on
their experience with a product or
brand.
• It has become increasingly well-liked
for business to use and encourage
these conversations through their
social media channels to have direct
contact with the customers and
manage the feedback they recieve

Alternatives
•Therefore, the
organization has to
market and
advertise about its
new marketing
strategy through
social media
networks and take
feedbacks to
improve their
service as
customers tend to
believe on
experiences
(Kannan 2017).
•Word of mouth
tends to effect more
as it is not planned
and not sent
directly from the
companies. It has to
make sure that
easy way to access
social media.
• Without unity

Recommendation
 By using social media platforms, Hermes can generate
competitive advantage through a variety of means (Tiago et
al.,2014). To arrive at the utmost possible of digital
marketing, it use social media as its major instrument to
create a canal of information.
Through this it can make a scheme in which they are capable
to locate behavioral outline of clients and advice on their
needs and wants. One of the fastest way to improve digital
marketing solution would be to develop more interior
collaboration.
 Employees who deal with customers daily can create content
and manage social media campaign expansion that will allow
everyone to bring their sole viewpoint to form customer
content.

Risks Associated
Hermes should come up with a
plan that involves 4Ps of
marketing that is promotion,
place, price and product (Royle
and Audrey 2014).
The risks involves are:
•As the company has applied this
strategy for the first time and
does not have experience in this
filed, might have problems with
marketing and advertising
strategy.
•The strategy or marketing
campaigns may not be cost
effective.
•Digital marketing plan may not be
eco friendly.
•The employees may not be used
to technology and hence would
take time to approve or learn with
this upcoming plan.

Bibliography
Ryan, Damian. Understanding digital marketing: marketing
strategies for engaging the digital generation. Kogan Page
Publishers, 2016.
Tiago, Maria Teresa Pinheiro Melo Borges, and José Manuel
Cristóvão Veríssimo. "Digital marketing and social media:
Why bother?." Business horizons 57.6 (2014): 703-708.
Kannan, P. K. "Digital marketing: A framework, review and
research agenda." International Journal of Research in
Marketing 34.1 (2017): 22-45.
Royle, Jo, and Audrey Laing. "The digital marketing skills
gap: Developing a Digital Marketer Model for the
communication industries." International Journal of
Information Management34.2 (2014): 65-73.