Analyzing Digital Marketing Performance: A Case Study of Crème Crush

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Report on Digital Marketing
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Author’s Note

Table of Contents
Introduction......................................................................................................................................3
L03: Assess how to arrange the digital marketing strategies and multi-channel activities within a
company...........................................................................................................................................3
L04: Determine the process of monitoring and estimating the digital marketing efficiently..........7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
The report would assess the marketing activities and arrange them to develop the digital
marketing. Several strategies will be evaluating within this report. This report will also
emphasize on the working capability of a company in the competitive market. For being a
marketing analyst, it is essential task for the company to gain the profit by promoting their
services and goods to the customers. Further, it will affect the customer’s perceptions and the
company.
L03: Assess how to arrange the digital marketing strategies and multi-channel activities
within a company
Assess the Omni-channel marketing
For the last few years, Omni-channel marketing has engaged to several companies for becoming
the most prominent business feature. The companies need to give a seamless experience to their
customers, regardless of device or channel. Consumers may involve with a local SME like
Crème Crush in their physical store, or the online site through social media or a catalog. They
can easily access their items and services by calling the company on a phone, by using the
mobile app or online site. Every customer has experienced a complementary and consistent
service from the company (Baltes, 2015). Omni-channel is the marketing strategy in which
company may view the experience of their customers.
In case of Crème Crush, the company should assess the experience of customers in order to
research the product’s quality and stay connected with the clients. The company may also
examine the experience of customers by interact all accessible channels. These types of tests
must be performed by internally and externally (Mogos, 2015). On the other hand, the local
company may estimate their success in context to the response of people, rather than estimating
individual views. Their management must have sufficient information to know the customer’s
interaction in offline and online store. Besides, they would recognise which information or data
is helpful for the company, and segment the customer accordingly. They would also utilize the
marketing automation, and the company may capture this data to develop very wealthy profiles

about the customers and their journey. The company may collaborate with the organisations like
DSPs or Acxiom to enlarge the information with more intelligence (Leeflang et al., 2014).
The process of communication is an effective marketing strategy to know customer’s
perceptions. If a consumer has purchased an item previously, the company must consider in their
marketing strategy. Selecting a proper digital market and adopts it to get the competitive edge in
the market (Kaufman and Horton, 2014). The significance of Omni-channel marketing is created
the awareness between customers related to the items and services provided by the company.
Develop a coherent and digital marketing strategy for Crème Crush
The company has to select two options in their digital marketing business: taking the control of
company’s direction and must react towards the forces beyond the control. Taking control the
market is better option for Creme Crush and the way to perform, it is known as a coherent
strategy (Opreana and Vinerean, 2015). This strategy is a part of the business success and
emphasizes the steps that company needs to adopt efficiently in the competitive market.
1. The company should make a mission statement, which defines the main business with a
sentence or two.
2. For distinct objectives and measureable targets for the company, goals should be set to capture
a particular market share.
3. The company must conduct a SWOT analysis. It supports to estimate the company’s strengths,
weakness and external threats and opportunities. Further, a coherent marketing strategy gives the
company a bulk of advantages like diversified network, competitive edge and high investment
opportunity in a new market (Kavoura and Stavrianea, 2014).
4. Imply the insights through SWOT analysis to recognise the aspects, which will support the
company’s ability to attain the objectives.
On the other hands, a digital marketing strategy is a method, which direct towards the failure for
estimating all the aspects in the development.
 Long, medium and short term business goals should attained in this marketing.
 The strategies are to be attain at the digital level

 Several channels are utilized by the company
 A proper development plan is needed
Make a digital marketing plan
Analysis Resources required Activities by the company
SWOT analysis  Technology developments
 Latest trends in the market
 Several activities of the
competitors
 Relevant legislation
 Main events
The company has to
implement several digital tools
to balance the performance of
company and their
stakeholders. This activity
supports the company to
develop their performance and
their management should be
creative to implement digital
strategy (Felix et al., 2017).
Recognise the
strategic options
and develop the
strategic priorities
 Critical issues from the audit
report
 Interior capacity to deliver the
products
 High return on the investment
The most prominent activity in
this analysis is to develop the
proper and detailed image of
digital tools. It supports their
management to make and plan
thee graphs and charts on
company’s marketing that
may be useful to analysis the
overall market share.
Choose the target
customers and
SMART objectives
 Visibility and awareness
 Involvement
 Conversion and Revenue
 Sentiment
Communication skill will be
effective tool to communicate
the customers. A strategy is a
just plan of activity to attain a
desired target.
Select the channels
and tactics
 Owned media
 Twitter stories
GoPro has motivated an entire
fanbase of the people to taking

 Delta Air lines
 GoPro
the amazing products and
services of company.
Measuring the
success
 Data in sales
 Online channel analysis
 Feedback of customers
 Interior interviews
 Competitor analysis
These resources are needed for
estimating the success of a
company.
Table 1: Digital Marketing plan
(Source: Learner)
Apply a range of tools to plan an end-to-end Omni-channel marketing campaign
Several tools are applied to plan an Omni- channel marketing campaign
E-commerce websites- In recent time, e-commerce market are utilized to direct the end-to-end
operations at minimal expenses. With eroding the incentives, this strategy has turn out to be less
profitable for the company since they take the highest share in their profits through the service
fees. The company must create a self-owned e-commerce platform that may more profitable for
the company and it is a main component in the Omni-channel strategy (Taherdoost and
Jalaliyoon, 2014). In case of Creme Crush, a practical e-commerce site must be containing the
complete collection of upselling the products and add towards the volumes.
Secure payment gateways- In the digital marketing, security are the most fundamental
component. Cyber attackers always find for the vulnerabilities within the digital infrastructure
and way they may exploit their consumers. The company must focus on security measurements
and secured payment methods for their customers.
Supply chain management- The local SMEs like Creme Crush needs to work on the supply chain
management for the efficient online operations. Further, logistics operators like warehouses,
transporters and shareholders have the high transactional values (Järvinen and Karjaluoto, 2015).
The company needs to develop the lost cost business strategy that may be useful for the supply
chain management.

Mobile applications- Mobile applications develop the communication process and data
information among all types of channels. It also supports to decrease the time of order processing
and directs to enlarge the output. However, most of the customers now prefer the Smartphones to
buy any products and make the purchases utilizing either the dedicated apps or the company’s
website (Patrutiu-Baltes, 2016). The company will focus on their mobile apps to ensure that
every customer should access the app to purchase the products.
Artificial Intelligence- AI may be used to give the customer a personalized experience and they
can experience the offline service as possible. The company should ideally integrate it while they
scale up the operations. The latest technology would also support the company to analyse the
information.
Augmented reality- AR may be used by the company to offer the customers offline shopping
experience (Lamberton and Stephen, 2016). It also gives the buyers with a benefit to obtain a
virtual experience of the item.
Social media addition- The local companies like Crème Crush must open the latest social media
accounts in Facebook and Instagram to make the products more shoppable. By using this
activity, customers should know about the services and latest products of company. Further, they
choose the right product.
L04: Determine the process of monitoring and estimating the digital marketing efficiently
Evaluate the measurement methods and performance metrics within the digital marketing
Depending on the digital marketing plan, some methods and metrics would be more important
than others would.
Total site visit- It is the large- picture number that the company must monitor and track over time
to prove an idea of how effective the campaigns are. Further, this number must expand steadily
over time. If it reduces month to month, then the company must take overlook the marketing
channels and identify the issue (Kannan, 2017).

Traffic by channels- This is one of the useful segments that emphasizes which one is better and
which one is underperforming in the overall marketing campaigns. Generally, the company must
break this in four channels:
 Direct visitors- These are the people mainly come to the website by typing the company
URL in their browser.
 Search or organic-These are the ones arrive at the site based on an exploration query.
 Referrals- These visitors occurred at the site from a link on another blog or website.
New visitors versus return visitors- For Crème Crush, it is also a significant distinction to track
the performance of the company’s product and service (Todor, 2016). Return visitors provide a
sign of the usefulness and quality of the products and service.
Time on the site- Corollary towards interactions per visit provides the insight of interest and
engagement of the website visitors. Visitors who spend a lot of time on the site, they are to be the
loyal customers. The company must focus on these customers and their demands.
Assess the applications of main digital measurement techniques used in the digital marketing
Engagement rate- It defines the interaction level a part of content that gives by the company.
The rate of engagement supports to determine which type of content the company must use and
way it performs according to the social media platforms (Kannan, 2017). It also indicates that
how receptive the audience is to the company’s content.
Social media- Customer’s feedback and any type of advice may be counted as the social media
aspect, which may be helpful for the company to recognise their performance.
Open rate- Generally, open rate indicates how many individuals actually open the company’s
websites.
Complaint- To uphold the best rate in delivery and ensure best practices of email marketing are
being utilized, the company needs to their email account must maintain a low complain rate. If it
is high, the company fails to lower it and they may close the account.
Set of actions to develop the performance within digital marketing

 The company must have some form of marketing strategy, as it is necessary to enlarge
the brand awareness. The company may develop their recent strategy and document what
they are doing to enlarge it.
 The company must make a blog and develop the content. It is the best way to develop
the overall marketing strategy.
 It will be recommended that while making the marketing strategy, it will be wise to
develop a content calendar. Having a schedule would support to determine the
performance in digital marketing.
 Using the social media, company may give the vast amount of data to their customers.
Conclusion
From the report, it may be sited that a local company like Crème Crush should recognise the
significance of digital marketing and develop several activities to evaluate the success. It has
found that the company has developed a digital marketing plan to assess all types of issues. The
success factor of this company is based in the digital marketing strategy. It enlarges the overall
production and adopts the latest technology to overcome the issues.

References
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Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
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Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Kaufman, I. and Horton, C., 2014. Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. Routledge.
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Mogos, R.I., 2015. Digital Marketing for Identifying Customers’ Preferences–A Solution for
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Opreana, A. and Vinerean, S., 2015. A new development in online marketing: Introducing digital
inbound marketing. Expert Journal of Marketing, 3(1).

Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2),
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Taherdoost, H. and Jalaliyoon, N., 2014. Marketing vs E-marketing. International Journal of
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