Analyzing Emerging Digital Marketing Trends for Hayleys PLC: A Report

This report, prepared for a CIM Level 6 Digital Strategy assignment, analyzes the impact of emerging digital marketing trends on Hayleys PLC, a diversified conglomerate operating in Sri Lanka. The report begins with an organization summary, including its vision, mission, and operational segments. Task 1 presents emerging trends in the digital marketing environment. Task 2 investigates how trends like big data, chatbots, and native advertising can influence online acquisition, conversion, and retention strategies for Hayleys. Task 3 outlines digital marketing objectives, strategy development, and resource requirements to achieve these objectives. The report emphasizes the importance of adapting to technological advancements to enhance marketing effectiveness, increase customer engagement, and maintain a competitive advantage. It explores the application of Porter's Five Forces model and concludes with actionable recommendations for Hayleys to optimize its digital marketing efforts.

PAGE COUNT
Task 01 (a) 01 Page
Task 01 (b) (c) 10 Pages
Task 02 (a) (b) (c) 06 Pages
Task 03 (a) (b) (c) 08 Pages
Total 25 Pages

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 01..........................................................................................................................................4
a) Organisation summary.............................................................................................................5
TASK 02........................................................................................................................................16
a) How emerging trends could influence future online acquisition strategies for Hayleys.......16
b) How emerging trends could influence future online conversion strategies for Hayleys.......18
c) How emerging trends could influence future online retention strategies for Hayleys...........20
TASK 03........................................................................................................................................22
a) Two digital marketing objectives for emerging digital marketing trends..............................23
b) Developing a digital marketing strategy to achieve goals and objectives ............................23
c) Resources required for implementation of digital marketing mix.........................................26
CONCLUSION:.............................................................................................................................27
REFERENCES:.............................................................................................................................27
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APPENDIX:...................................................................................................................................28
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INTRODUCTION
Digital technology has transformed the way of doing business. It has provided a platform for
growth and development. It has created a vast number of opportunities for business to expand
their operations in different markets. Along with this, various types of tools are being used in
operations that have changed the method and functioning of business. Due to this, there are
various new trends that have emerged in digital technology. It has forced organisation to
implement those trends so that efficiency can be increased. Besides this, those trends have helped
in developing effective marketing strategies. With this, business is able to monitor strategies and
making changes accordingly. In addition to this, advancement in digital technology has opened
up new areas for marketing. This has created both; negative and positive impacts on business.
However, for this, several measures have been developed to minimise the negative impacts.
Alongside this, now focus of organisation has shifted on digital strategy. It has benefited it to a
great extent. This has increased the profits and developed products and services. For present
report, organisation selected is The World of Hayleys. It belongs to conglomerate sector and
operates in Sri Lanka. The existence of company at national level requires effective marketing
strategies.
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TASK 01
PRESENTATION
Emerging trends in the digital marketing environment
To : Senior Managers Team, The world of Hayleys
From : Marketing Manager
Date : 05/06/2018
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a) Organisation summary
VISION To be Sri Lanka’s corporate inspiration at all times.
MISSION Delivering superior shareholder value by unleashing the full potential of our people and achieving
leadership in all our domestic and global businesses.
Organisation Name- The world of Hayleys
Type of Organisation- Hayleys PLC is a Sri Lankan multinational & diversified
conglomerate. Hayleys accounts for 2.73% of Sri Lanka's export income. The Company
operates through seven broad
segments: Global Markets and
Manufacturing, Agriculture, Power and
Energy, domestic and industrial
lighting, transportation and Logistics,
Leisure and Aviation, Consumer, and
Investments and Services. Hayleys
comprises over 130 business units and
subsidiaries, 9 of which are publicly
listed in the Colombo Stock Exchange.
Size of Organisation- It operates in overall Sri Lankan market and is having 36000 employees
working in it.
Product and Services- Hayleys is
engaged in different sectors and
produces different types of
products. The company operates in
several segments that are
agriculture, power, energy
logistics, etc. Its products are
construction materials, consumer
goods, fibre, etc. and services are
leisure, aviation, etc. The sectors in
which Hayleys is engaged are FMCG, aviation, fibre, BPO, etc.
Customer Base- Hayleys is highly engaged in B2B business. It majors buyers are medium and
large-scale business. Besides this, in FMCG sector Hayleys target the entire population of Sri
Lanka. It products goods and services to both B2B and B2C.
Competitors- Its main competitors are Cargills, Atitken spence, Expolanka, etc.
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