Digital Marketing Plan for ARGOS: Strategy and Implementation

This report provides a comprehensive digital marketing plan for ARGOS, a British retailer. It begins with an overview of digital marketing, contrasting it with offline methods, and identifies key consumer trends and insights driving digital marketing growth. The report evaluates opportunities and challenges in the digital marketing landscape, examining the development of e-commerce and digital platforms. It assesses digital tools and hardware, compares them to traditional channels, and outlines a multi-channel digital marketing plan, focusing on omni-channel marketing strategies. The plan covers the application of tools and techniques for an end-to-end omni-channel campaign, including a measurement framework and performance metrics. The report concludes with an evaluation of digital measurement techniques and performance metrics, providing actionable recommendations for improving digital marketing performance. The report covers various aspects of digital marketing, including SEO, content marketing, social media marketing, and email marketing, and provides insights into how ARGOS can leverage these tools to increase brand awareness and customer engagement. The report also addresses the challenges associated with digital marketing, such as the shift in consumer behavior and the impact of negative publicity, and suggests strategies for overcoming these challenges.

DIGITAL
MARKETING
PLAN

Table of Contents
INTRODUCTION ..........................................................................................................................4
P1 Overview of digital marketing and comparison between online and offline marketing
concepts..................................................................................................................................4
P2 Determine the key consumers trends and insights that help in growth of digital marketing.
................................................................................................................................................6
M1 Evaluate the opportunities and challenges facing the digital marketing landscape........9
D1 Demonstrate critical analysis and evaluation of digital marketing landscape and the impact
of the growth of e-commerce.................................................................................................9
P3 Assess key digital tools and hardware which are available to marketers in contrast to
'bricks and mortar' and other physical channels.....................................................................9
P4 Examine the development of e-commerce and digital marketing platforms as well as
channels in comparison to physical channels.......................................................................10
M2 Critically analyse the use of appropriate digital tools, both hardware and software, to use
in a specific organisation context to meet their marketing requirements.............................12
P5 Develop a digital marketing plan as well as strategy to build multi-channel capabilities.12
P6 Explain how omni channel marketing has evolved within an organisation....................14
M3 Apply the tools and techniques to plan an end to end omni-channel marketing campaign
..............................................................................................................................................15
D2 Develop a coherent and logical digital marketing strategy and determine its implications.
Generate an actionable measurement framework that can be applied in an organisational
context..................................................................................................................................15
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing..............................................................................................................................16
P8 Set of actions to improve performance of digital marketing ..........................................17
M4 Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................18
CONCLUSION..............................................................................................................................19
........................................................................................................................................................19

REFERENCES..............................................................................................................................20

INTRODUCTION
Digital Marketing involves marketing of products as well as services using digital
technologies like internet, smartphones and many other digital medium (Armstrong and et.al.,
2014). In fact, digital marketing has now extended through to non-internet channels.
Furthermore, digital marketing basically is a strategy and process which usually aims at
connecting advertisers to company's ultimate audience through several digital channels.
Moreover, use of digital marketing in today's era is very essential because through this the
potential customers are easily targetted. Such activities helps in increasing the overall
performance and productivity of an organisation. It also tends at increasing advantage for brands
and business because effective utilization for digital marketing helps attaining desired business
objective. Consumers share their feedback regarding the respective company through social
media sources. Businesses leverage several digital channels such as social media, search engines,
emails and several websites that help in connecting the perspective customers (Cluley, 2018).
This report is based on ARGOS which is British based retailer operated under United Kingdom
and Ireland. It was founded by Richard Tompkins in 1972. Moreover, the company operates its
business activities through physical as well as online platform. It is spread around major part of
the world with approximately 845 retail shops. The purpose of this report is to cover the
overview of digital marketing as well as comparison between online and offline marketing and
also the determination of key consumer trends as well as insights which leads to growth of digital
marketing. Furthermore, keys tools and several channels will be covered in contrasts of bricks
and mortar. However, digital marketing plan and omni-channel of marketing will be covered.
Several method of monitoring and measuring digital marketing will be also considered under this
report.
P1 Overview of digital marketing and comparison between online and offline marketing
concepts.
Digital marketing is term use for marketing and promotion of products and services with
use of internet (Baker and Hart, 2016). There are various methods used by organisation to market
its products digitally such as display advertising, mobile phones and other digital platforms.
Digital marketing is define as a numerous channels to connect through of internet as well as
digital tactics ticks used by organisation to connect with customers. Marketing of products and

services through digital marketing can be done by different ways such as search engine
optimization, content marketing, social media marketing, email marketing, online public relation
marketing. All these tools are helpful for ARGOS business in cost effective marketing of its
products as well as targeting large potential customers at same time. Digital marketing has power
to reach targeted customers and engages consumers by different innovative activities. This
provide an easy way to connect and contact with customers as well as customer's response or
feedback can also be easily identified. ARGOS company should also use different methods of
digital marketing in order to build strong brand image in market. This will help company in
getting better exposure of marketing campaign. However, Argos has both physical as well as
online business in order to carry out its operations worldwide.
Online Marketing: Online marketing or digital marketing is a strategy that basically
utilizes internet as median to advertise as well as deliver promotion to the target customers of the
company (Boone and Kurtz, 2013). It is basically a process that help a business organisation to
catch attention of potential customers through articles, videos, banners and many other. Such
activities and information are placed on main page of company's website that helps in reaching
the key audiences. Online marketing media basically includes: websites, blogs, social media,
email marketing, content marketing, video blogging, search engine marketing and several others.
Organisation basically makes an attempt to make their product popular in the world by
introduction their products on websites, blog and other medium which essentially help in
attracting the ultimate customers.
Offline Marketing: It is basically a kind of advertising strategy which is published
offline. Moreover, the entire plan behind offline marketing is to create brand awareness with no
involvement of websites. There are several forms of offline marketing such as print media as
well as non print media. Some of the main source of this form of marketing: television, flyers,
radio, newspapers, flyers, brochures and many other.
However, Argos is a multichannel retailer which make use of offline as well as online
marketing tools in order to effectively carry out its business operations in UK and several others
parts of the world. Moreover the major point of differences between online and offline marketing
is mentioned below.
Online Marketing Offline Marketing
Online Marketing has several ways in order to Moreover, offline marketing usually have less

attract and advertise customers, but it basically
remains for less time span as compared to
offline marketing (Chaffey and Ellis-
Chadwick, 2019).
ways to attract customers. But the major
advantage is that people do not forget the
physical description easily.
It is wide in nature which means online
marketing is spread globally very easily.
Whereas, the reach under offline marketing is
very low as compared to online advertising.
Customization under online marketing can
easily be made easily when required according
to the needs of business.
Under offline marketing it takes time to make
any changes in marketing.
It is less costly as compared to online
marketing.
This form of marketing is costly because its
usually involves making banners, billboards
and many such things.
Moreover, in the case of Argos the company primarily aims at making use of online
marketing in order to create brand awareness. This is because online marketing is quick easy and
more acceptable by customers in today's technically advanced world.
Keys benefits of Digital Marketing : There are several benefits of digital marketing. Major of
them are mentioned below:
Track-able and measurable results: Digital marketing helps company's like ARGOS to
effectively measure online merchandising (Chaffey and Smith, 2017). This is basically done by
adopting a strategy through it is made clear how effective the adopted campaign is and measure
are taken in order to improve it. Furthermore, evaluation of detailed information about the way in
which customers are reacting towards the strategy of advertisement adopted by respective
company in order to increase the overall profitability.
Cost-effective method: The most important benefit of digital marketing is that it is cost-
effective method of marketing. Moreover, traditional form of marketing is very difficult because
it usually requires large amount of funds. ARGOS is highly benefited with adoption of digital
marketing technique in order to expand its business operations.

P2 Determine the key consumers trends and insights that help in growth of digital marketing.
Most of the customers are now available online and they extensively make use of social
sites and search engines (Charlesworth, 2014). Moreover, this data usually helps in providing a
valuable insights which is required by brand for analysation of customers needs and
requirements. Whereas, once picture of actual customers requirement is clear it becomes easy to
make strategies to attract them. There are several tools available to marketers in order to property
understand the customers some of them are: YouTube, google analytics, social mention and
others. Customer insight is all about analysing of data for better understanding of customers and
making better decision about how, what and when to sell them.
Opportunities of Digital Marketing: There are plenty of difficulty faced under by
marketers in order to make digital marketing successful. Moreover, some of opportunities in
order to solve the issue of digital marketing are measured below:
 Importance of Customer Insights: Consumer insight is a process which aims at
identifying trends in human behaviour in order to increase the effectiveness of goods and
services so as to increase the overall profit. Customer insight is basically about
analysation of data that helps in better understanding of needs of customers (de Vicuña
Ancín, 2018). Moreover, these insights helps a business organisation in making better
business decision. Due to these better decision making strategies adopted by companies
usually become effective and result in increased profitability. Furthermore, due
customers insight effective digital marketing technique is adopted and this tend at
increasing the value of firm in market. However, for ARGOS proper evaluation of
customer insights is very essential.
 Online Consumer Power: In order to make digital marketing strategy successful the
marketers should aim at implementing creative and different strategy as compared to
competitors because such techniques usually rise online consumer power. This will help
company in gaining competitive advantage. ARGOS should therefore, aim at
implementing creative and innovative ideas in order attract more and more customers
towards the respective company.
Challenges and impact of Digital Marketing: Digital Marketing is a vast term which keeps on
changing on a regular basis. Moreover, for companies like ARGOS staying on top of these
changes is always a challenge. Therefore, the top challenges faced are mentioned below:

 Shift of Customer: The prime challenge which are faced by company's under digital
marketing is that consumers tremendously shows shift from one brand to another
(Dodson, 2016). This basically happens when competitive brand have successfully
implemented their advertising strategy in a more attractive manner. Due this exception of
consumers arise and this ultimately result in reduces overall profitability. Because under
such case consumers shifts to another brand. ARGOS under some cases usually suffers
this situation. Moreover, them they aim at implementing several strategies in order to
over this crisis.
 Negative Publicity: Businesses are highly impacted through negative publicity. This
usually reduces the confidence of consumers and overall sales respective company is
suffered highly. Such acts are performed usually by competitive companies. ARGOS
takes several measure in order to avoid negative publicity of company. This is because
the demand under such situation is reduced and exception of customers are not fulfilled.
For example: if a customer negatively response towards a product and spend this new all
around the world then the reputation of that company tends to affected.
 Track and Monitor path of customers: It quite complex to track path which consumers
takes in order to reach websites of the respective company (Frick, 2013). The tracking
and monitoring of customers path is done through several ways like website analytics,
phone tracking, CRM tracking. KPI tracking and many others. This basically involves a
large variety of multiple channel and online communities. Such data usually helps in
identification of qualified traffics and help company's in determination of shopping
experiences for conversion with customers. ARGOG usually aims at taking several steps
in order to successfully understand the several devices used by customers in order to
engage them in process of purchasing.
 Competitive Environment: The competitive business is very challenging and impacts
digital marketing of a company (Goldfarb and Tucker, 2019). Moreover, if strategies
implemented by competitors are more attractive then the demand decreases. This tends to
fall the overall productivity and profitability of the respective company. However,
ASGOS regularly studies the competitive business environment in order to maintain a fix
market share.

 Growth of micro-moments: Micro-moments basically involves several moments that
make up consumer's day where the user actually searches for anything which is in his/her
mind. This is basically performed on smartphone (Cluley, 2018). Moreover, micro-
moments are usually hard to track and difficult to associate because they act as simple
touchpoint. In today's technically advanced world the growth of micro-moments is very
vast.
M1 Evaluate the opportunities and challenges facing the digital marketing landscape
The opportunities as well as challenges that is faced by digital marketing landscape.
There are various opportunities that arise from digital marketing that can aid respective
organisation in its growth as well as development. Such as it will easy for company to reach wide
range of customers as well as they can also promote their products through social media like
Facebook. Instagram, Twitter and so on. In addition to this, it is one of the cost effective channel
of marketing. Along with this, respective organisation also go through various threat that can
occur such as internet connectivity, high competition and many more.
D1 Demonstrate critical analysis and evaluation of digital marketing landscape and the impact of
the growth of e-commerce
Digital marketing landscape is define as digital media which includes social media
marketing, influencer marketing, pay per click and many more. Digital marketing has plays a
major role in the growth of e-commerce. With the help of digital marketing, respective is able to
expand its business worldwide which incurred them low cost. Due to this, Argos is able to
determine needs and preferences of customers which aid them to produce as well introduce
products accordingly. In addition to this, with help of digital marketing, it has become easy for
respective organisation to increase their sales as well as profitability ratio.
P3 Assess key digital tools and hardware which are available to marketers in contrast to 'bricks
and mortar' and other physical channels.
Traditional way of marketing brands usually makes use of several direct and indirect
ways for attracting targetted customers (Fulgoni, 2014). Such methods are very clear cut and
usually involves huge amount of funds. Therefore, in order to overcome weakness of traditional
marketing, digital tools and hardware came into existence. Following are several digital tools:

 Email Marketing: Business usually collect contract information like email addresses and
phone numbers in order to perform lead generation and several other marketing
strategies. Moreover, email marketing is one of the most effective digital marketing
platform in order to address company's potential customers. ARGOS should adopting the
strategy of email marketing in order regularly provide information to customers about the
several offers which are offered by the respective company.
 Search Engine Optimization: In today's technically advance world almost all the
customers are well know with the use of search engine (Carlson and Lee, 2015). Search
Engine by people is basically used in order to collect information about brand as well as
about the product. ARGOS should evaluate and update information of its products
regularly on internet. Search Engine optimization basically follows a five step process
which includes: figuring out what customers are searching for, optimizing web pages for
targetted customers, ensuring that website is accessible for search engines as well as for
humans, adoptions of several ways through which other websites are linked and then start
measuring the SEO success.
 Social Media Marketing: This is one of the most phenomenal thing in the era of
digitalisation. Through social media marketing company's create brand awarenesses for
products and services. Moreover, the number of social media users continue to grow each
day. Therefore, every company should effectively make use social media marketing
because this is used by everyone vastly. ARGOS, can promote their business highly
through implementation of this marketing form.
However, each of these platforms and channels of digital marketing are interrelated to the
elements of marketing mix in an organisation. Digital marketing is actually concerned with use
of technology that directly impacts the lifestyle of people. Moreover, digital marketing works
with seven p's of marketing.
P4 Examine the development of e-commerce and digital marketing platforms as well as channels
in comparison to physical channels.
Digital Marketing has been penetrated into several field in today's highly advance world
(Järvinen and et.al., 2012). Moreover, the prime reason behind this is due to implementation of
several new technology under UK market. The coming future of businesses can not be imagined
without digitalisations. Furthermore, the changing needs of consumers are out predication

because it usually changes every minute. This high adaptation of digitalisation has indirectly lead
to vast development of e-commerce platform not only in UK but around the world.
Growth of online platform and e-commerce: It has been analysed that United
Kingdom is the third largest e-commerce market in the work. Moreover, this position can be
changed any time because UK market is highly advanced on technical grounds. It has been
roughly estimated that more than half of consumers in UK uses online shopping only. However,
ARGOS as a good market share under UK.
Comparison between digital marketing platform and physical channels of
marketing: Both of these channels are marketing are expectationally different from each other
(Kingsnorth, 2019). Under which one form of marketing basically make use of internet and
another form of marketing usually do not involve use of internet. ARGOS make use of both the
channels in order to increase the market share of the company.
Digital marketing platform Physical channels of marketing
Email Marketing: Under this the information
regarding the brand is delivered to customers
through email provided to the company.
Print Marketing: This a form of marketing
under which use of newspapers is made in
order to flow the information to customers
(Wiid and Mora, 2018).
Social Media Marketing: Under this form of
marketing the company usually make use of
platforms like: Facebook, Instagram, twitter
and many other in order to create awarenesses
about their brand and find prospective
customers (Webster, 2018).
Direct Marketing: Under direct marketing their
several forms of advertisement like: brochures,
postcards, canopy and many others.
Search Engine Optimization: Under this
prospective customers usually finds
information regarding the brand using internet.
Broadcast Marketing: It means adversing of
company through television (Kotler and et.al.,
2017). It is quite expensive form of marketing
but it helps in reaching large number of
audience in very short span of time.

However, ARGOS primarily makes use of digital marketing platforms in order to expand
its business operations worldwide. But under some circumstance the company also aims at using
traditional form of marketing in order to effectively sale in products under UK market. These
activities are very helpful for the respective company in order to capture a reasonable market
share.
M2 Critically analyse the use of appropriate digital tools, both hardware and software, to use in a
specific organisation context to meet their marketing requirements
Digital tools in hardware such as Socrative, quizlet, google classroom and many more.
Along with this, software digital tools such as selfCAD, Prezi, scratch and so on. With the help
of these hardware as well as software digital tools, Argos can effectively perform their online
activities which will aid them to generate lead and later will help them to convert it into sales. In
addition to this, with the use of advance digital tools, respective company will be able to modify
its strategies as well as also update their sites and apps in better manner. Through this, it will be
easy for the customers to reach them that in turn will increase company's revenue and sales.
P5 Develop a digital marketing plan as well as strategy to build multi-channel capabilities.
Digital Marketing plan is a document which shares several details regarding all the
planning the an organisations makes to perform marketing campaigns or actions in order to
achieve desired business targets. It basically includes the following aspects: short, medium as
well as long term business goals, it also covers strategies to achieve at digital level and channels
which are to be used.
Vision: The vision of ARGOS is to be become the most trusted retailer where people
usually like to shop as well as to work (Martínez, 2014). Company basically makes several steps
in order to invest on their stores and increase the shopping experience of customers.
Mission: ARGOS basically states out main areas which differentiate it from its rivals and
great value for money.
Marketing Objective: To introduce social media marketing strategy within 10 months in
order to enhance market share by 30% more.
Situational Analysis: ARGOS
Strengths Weaknesses