Digital Marketing Research Report: FreemarketFX & Digital Technologies

This report presents a comprehensive digital marketing research analysis of FreemarketFX, a financial company facilitating currency exchange. It begins with an executive summary and an introduction to the company, followed by an outline of the research methodology, which includes both primary (surveys and interviews) and secondary research methods. The report identifies and profiles the target audiences, including primary and secondary personas, detailing their demographics, backgrounds, goals, and digital preferences. It then explores the evolution and impact of various digital technologies, such as mobile phones, social networking sites, review websites, internet banking, and virtual currencies, on the target audience. A SWOT analysis is conducted to evaluate the company's internal and external positions. Furthermore, the report examines the impact of digital technologies locally and globally, including strengths, weaknesses, opportunities, and threats. It also covers local SEO and advertising strategies. Finally, it discusses future trends impacting the industry, such as big data, content marketing, customer personalization, wearable technology, and new currencies, concluding with a summary of findings and a list of references.

FreemarketFX
Digital Marketing Research

Table of Contents
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................4
Research Methodology....................................................................................................................4
Target Audiences.............................................................................................................................5
Evolution of digital technologies relevant to the target audiences..................................................9
1. Mobile phones......................................................................................................................9
2. Social networking sites.......................................................................................................10
3. Review websites.................................................................................................................11
4. Internet banking......................................................................................................................11
5. Virtual currencies...................................................................................................................12
Impact of digital technologies on Target Audiences.....................................................................12
1. Impact of mobile phone on Target audience......................................................................12
2. Impact of social sites on target audience............................................................................13
3. Impact of review sites on target audience...........................................................................13
4. Impact of Internet banking on target audience...................................................................14
5. Impact of Virtual currencies on target audience.................................................................14
Digital technologies & its impact on Industry Locally & Globally...............................................15
1. Strength...............................................................................................................................15
2. Weakness............................................................................................................................15
3. Opportunity.........................................................................................................................16
4. Threat..................................................................................................................................16
Local SEO..................................................................................................................................17
Local Advertising.......................................................................................................................17
Future trends which impact the industry.......................................................................................18
1. Big data...............................................................................................................................18
2. Curate Content Marketing..................................................................................................19
3. Real-time customer personalization...................................................................................19
4. Wearable technology..........................................................................................................20
5. New currencies...................................................................................................................21

Conclusion.....................................................................................................................................21
References......................................................................................................................................23

Executive Summary
The FreemarketFX is a unique schedule exchange which provides the consumers for exchanging
the currency at mid rate, and it lies under the financial industry. The research methodology
includes primary and secondary research which helps to analyze the impact of digitalization on
the company. The target audience includes primary and secondary data. The primary data is
collected through interviews with potential clients and co-owners. The secondary data is
collected from online reports, blogs and articles. The evolution of digitalization includes a
mobile phone, social media sites, review sites, internet banking, and virtual currencies and its
impacts are on target audience by creating the awareness about the services. The SWOT analysis
is done to evaluate the internal and external position of the company. The future trend which
impacts on the company includes big data, curate content marketing, real-time customer
personalization, wearable technology, and new currency.

Introduction
In this present paper, we will research the impact of digital marketing. The Company name is
FreemarketFX. The paper also describes the research methodology, target audience, evolution of
digital technology which is related to the target audiences, and impact of digital marketing,
digital technologies and its impact locally and globally, and future trends which impact audience
industry. The FreemarketFX is the unique scheduled exchange which provides the opportunity to
transact at the mid-market rate and it is incorporated in 2010 in the United Kingdom
(FreemarketFX et al., 2016). The company allows the clients to optimize to match currency. The
company provides exchange at periodic intervals with the one scheduled exchange at midday. It
the exchange is not matched then the buyer gets the benefits from market buying power.
Research Methodology
The various digital marketing related researchers in the finance industry are described in this
paper. The primary research is used to collect the information through survey and interviews
(Kumar et al., 2005). The data is collected through secondary research from articles, online
reports, and blogs. The data is collected to explain the trends of digital in the finance industry,
and target audience of FreemarketFX is identified. The types of research are explained below:
1. Primary research
Sources used:
The survey is conducted for analyzing the digital trend through the social media page of
FreemarketFX. The total respondents were 30. The Microsoft excel tool is used to calculate

the total respondents of United Kingdom. The interviews are conducted for potential
investors through emails and co-owner of the company.
Topics of investigation:
 Consumer preference towards the service of FreemarketFX.
 Preference of digital and its trends.
 Present digital market strategy of FreemarketFX.
2. Secondary research
Sources used:
 Website of FreemarketFX and social media
 Online reports, blogs, and articles which are related to the financial industry and
audiences.
The sources of research are based on accessing the internet (Kothari et al., 2004). The
implementation of primary methods is done through online sources for example emails and
the online survey. The secondary methods are accessible through blogs, reports, and articles.
The insight of the company is provided by Facebook. The digital technologies in the report
are based on the research of an industry and its primary research.
Target Audiences
The primary data includes an interview of two potential clients through emails and interview of
co-owner. The secondary data is collected through online reports, website of the company, and
Social media web page is used to determine the target audience and personas of the company
(Eccles et al., 2012)
Primary Persona: Kate

Demographics:
 Female
 38 years old
 Primrose Hill , United Kingdom
Background:
 Business women with sixteen years of experience.
 Interested in making money through a huge amount of investment.
 A resident of India and settled in the UK.
 Either high net worth individual
 Frequent traveler with need to often exchange currency
Goals:
 Exchange money with low exchange rate
 Risk-free money exchanges with security
 Convenience and time-saving
Challenges:
 Select the money exchanger within the respective budget.
 Choose the currency exchange with minimum cost.
 Finding appropriate and secure investment
Digital preference:
 Access internet on mobile phone, tablet and laptop.

 Use social media sites on regular basis.
 Prefer to interact with the companies through online by accessing the review sites,
company websites and others.
 The clients prefer various website for money exchange such as money corp., world first
UK ltd, and others.
Secondary Persona: Jack
Demographics:
 Male
 43 years old
 Marylebone,United Kingdom
Background:
 Working as the chief engineer in the reputed company of UK and a resident of Australia.
 Family and children are living in Australia.
Goals:
 Exchange money with less cost.
 Exchange money with security.
Challenges:
 Selecting the appropriate exchange house.
 Appropriate currency pairing.

Digital preference:
 Access internet on mobile phone, tablet and laptop.
 Use social media sites on regular basis.
 Prefer to interact with the companies through online by accessing the review sites,
company websites and others.
Secondary Persona: John
Demographics:
• Male
• 45 years old
• Marylebone, United Kingdom
Background:
• Business user and the company deals in international trade among various countries.
• The business is conducted overseas with the almost every type of company.
Goals:
• Exchange money with less cost.
• Exchange money with convenience and time-saving
Challenges:

• Selecting the appropriate exchange house.
• Appropriate currency pairing.
Digital preference:
 Use social media sites on regular basis.
 Access internet on mobile phone, tablet and laptop.
 Prefer to interact with the companies through online by accessing the review sites,
company websites and others.
Evolution of digital technologies relevant to the target audiences
Target Audience
1. Mobile phones
The evolution of mobile phone was the first time commercialized in 1947 by AT&T. The service
was recognized as mobile telephone service, and it was spread across the towns and cities. The
system used half duplex in which the press to speak system was used to head the other person.
MTS was used in North America till the 1980s. Then new service of user dialing was established
which eliminate the use of operator forwarding. The first handed mobile phone was introduced
by John F. Mitchell and Martin Cooper in 1973 (Ozcan et al., 2014). In 1983 the first
commercially available mobile phone, namely, DynaTAC 800x. The mobile phone was
worldwide subscribed from 1983 to 2014. The Samsung, Huawei, and Apple are the top
manufacturers in the first quarter of 2016. The service of mobile radio was envisioned in the year
1917. The pocket size mobile phones were invented by Eric and Finnish in 1917. The successive
generations of a mobile phone have been advanced with the starting of 0G services for example

Bell’s system service of mobile telephones. In 1991 the digital cellular technology was
introduced of 2G in Finland on the standard of GSM through Radiolinja. In 2001 third generation
was introduced by NTT DoCoMo in Japan on the standard of WCDMA. Then it is followed by
3.5G, 3G+ and others which are based on the access of high speed. Till 2009 the bandwidth of
intensive application is overwhelmed by the networks of 3G (Sesia et al., 2015). In the fourth
generation, the technology is come with the promise to improve the networks and speed. The 4G
has two commercially available technologies in the early stage, namely, WiMAX standard and
LTE standard. The various features of mobile phones are available for the competitors in the
mobile industry which helps to differentiate the product in the market.
2. Social networking sites
The evolution of social media was working since the 1970s. The way of communication is
changed by social media which helps to connect the individuals globally. The golden era of
social media was started in 2001. Continues innovation came in the social networking sites since
2001. The Facebook was introduced in 2004 and twitter in 2006 (Ellison et al., 2014). The social
networking sites were commercialized through various online communities for example
Theglobe.com, Tripod.com and others. The communities were emphasized on bringing the
people together which helps in interacting individuals through chat rooms and it encourage
sharing the personal information through a personal web page. In the 1990s the profiles of users
become the main feature of social networking sites which allow adding individuals in the friend
list. At the end of the 1990s, new methods are developed with the more advanced features. The
emergence of sixdegree.com helps to flourish the social networking sites which are followed by
the makeout club in 2000 then by hub culture in 2002. Then it became the main component if
internet mainstream. The South Korean service was the first mass social media site which was

launched in 1999 by blog based site than new feature were added in 2001. The sale of virtual
goods was by this company firstly then after one year LinkedIn and MySpace followed by
Friendster. The most famous social networking service on the pacific island was Orkut. The
social networking sites were rapidly increased in 2005. In 2004 the Facebook was launched
which was the largest social media site across the world.
3. Review websites
The evolution of review websites helps the company and consumers to interact with each other
through providing the review on the product and services provided by the company. For
example, the development of best international money transfer helps to a consumer to find the
appropriate money exchange company. The techniques by the site are web 2.0 which employ the
authors or professional writers to review the product and services. The early review sites were
Amazon.com and Epinions.com (McAuley et al., 2013). The affiliated links were provided on
the review websites which are enhanced by paying from companies. The growth of affiliated
programs has emerged the review websites which affiliates the review of products. The positive
reviews are written on the review websites which influence the buying behaviors of consumers.
The companies generally pay for the positive review and negative reviews are written by the
competitors.
4. Internet banking
The online banking service was established in 1980. The service becomes popular in the late
1980s. It is started in the US in 1981 with major banks, namely, Citibank, Manufacturers
Hanover and others (Singh et al., 2015). The clicks and bricks hit the market in the 1990s which
introduce the online banking services. It provides various services in the single pack through