Digital Marketing and Communication: Persollo Case Study Report

This report examines the digital marketing and communication strategies employed by Persollo, a company based in Australia. The report begins with an overview of Persollo's business objectives, which center around establishing an online presence and facilitating product and service sales through social media platforms. It identifies key digital platforms used by the company, including HubSpot, Marketo, Raven Tools, and Web CEO, and discusses the benefits of each in terms of search engine optimization, lead generation, and content marketing. The report analyzes the types of content posted to engage customers, the methods used to manage digital platforms, and the overall efficiency of these platforms in driving sales and brand awareness. It also highlights specific actions undertaken to enhance sales and provides recommendations for improving Persollo's digital strategy, along with strategies to resolve potential issues. The report concludes with a summary of findings and a checklist of key takeaways.

Running head: DIGITAL MARKETING AND COMMUNICATION
Digital marketing and communication
Name of student
Name of University
Author note

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Executive summary
The topic discussed about the management of digital communications and marketing
considering the case study of business organization Persollo in Australia. The objectives of the
company are to create an online presence and manage selling of products and services to
customers without any online shopping web site. The major digital platforms including HubSpot,
Raven tools, Web CEO, etc. are presented here along with the benefits of using those for
enhancing the search engine optimization and generate more traffic. The type of content posted
to engage customers along with the efficiency of the digital marketing platforms are
demonstrated here. Lastly, few recommendations have been provided to generate more sales and
reduce occurrence of issues and ensure management of successful web site.

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Table of Contents
Introduction......................................................................................................................................4
Overview of the company................................................................................................................4
Objectives of the company..............................................................................................................5
Identifying the digital platforms used by Persollo...........................................................................6
Types of content being posted.........................................................................................................7
Ways of managing the digital platforms..........................................................................................8
Efficiency of the platforms..............................................................................................................9
Actions undertaken for enhancing the sales....................................................................................9
Specific recommendations for improving the digital strategy.......................................................10
Identification of issues and resolution strategies for resolving those............................................10
Conclusion.....................................................................................................................................11
Checklist........................................................................................................................................12
References......................................................................................................................................13

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Introduction
Digital marketing is a major effective method of carrying out the marketing activities and
manage the delivery of products and services with the utilisation of digital technologies. The use
of the internet is essential for managing the digital communication and marketing activities and
also includes use of mobile phones, display advertising and other digital media for marketing in
an effective manner. The digital marketing techniques have now extended its activities by using
channels to provide digital media without the use of the internet. The topic focuses on the ways
of conducting a Digital Communications and Marketing strategy according to the Audit report
and allows the small company in Australia named Persollo to market its products and services
effectively and easily (Castronovo and Huang 2012). A brief overview of the company will be
presented along with the strategic objectives that are needed to be achieved through digital
marketing strategy.
Overview of the company
The digital communications and marketing allow the business organisations to leverage
the digital channels including Google search, social media, email and web sites to remain
connected with the customers and effectively market its products and services. Persollo in
Australia has been chosen as the case study here which has created a platform for managing the
e-commerce activities for customers all over the social networks without the use of expensive e-
commerce websites. It is a new company and is located in Level 16, 55 market area, Sydney
NSW 2000 in Australia (Hair Jr and Lukas 2014). The company has been selected for Telstra's
muru-D Accelerator as one of the fast-moving companies, which has managed to attract many
customers within few months of its opening. The company is established brands and people,

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which have further helped in empowering the brands, bloggers, freelancers, influencers and other
people who want to sell their work to the customers anytime and anywhere through online
transactions, have powered Australia.
The company is new, but it has already provided help to more than 30 big brands and
620+ boutiques by increasing the rate of conversations from EDM and social media networks as
well. The applications of the company web site are unlimited, and Persollo can even be utilised
for YouTube and Digital magazines, anytime and anywhere (Järvinen et al. 2012).
Objectives of the company
The major objective of Persollo is to enable proper marketing activities for creating a
digital platform where people can sell their work directly to the web site and ensure that those
are sold to the customers within less time. The company’s major focus has been on providing
various tools for managing the sales of products and services on the social media and find out
new customers through a variety of networks by influencing the marketing campaigns
(Karjaluoto, Mustonen and Ulkuniemi 2015). The goals and objectives of Persollo also include
monetising the social groups of audiences and manage the selling of work of theirs without the
management of an e-commerce web site. Another important objective of the company is to
manage working with the help of simple URL links and to make it optimised for mobile phones.
Persollo also has a major motive of embedding the URL links with the web site, social networks,
messaging services, blogs and emails for influencing the behaviours of customers and people
who want to sell and manage conversations with clients regarding the purchase of items (Knapp,
Vangelisti and Caughlin 2014).

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Persollo wants to go beyond the various activities for enhancing the awareness of the
brand and engage more customers, thereby influencing the direct responses from the clients for
driving the sales and downloading of apps. The delivery of products includes various functions
to create and manage seller to customer marketing campaigns within the different types of
international markets too (Leeflang et al. 2014).
Identifying the digital platforms used by Persollo
The digital marketing platforms are used rapidly nowadays because of the huge number
of benefits. It is important to select the right digital marketing platform for reviewing the typical
issues and ensure present and future levels of adoption by customers in an effective manner,
revenue forecast for the various channels according to the prediction of sales and generated
revenue, improvement of brand perception and overall cost-benefit as well. The digital
platforms must be used wisely for engaging the connected customers and allow the people to
make their work and made products available on Persollo that would be bought by the end users
(Levy and Gvili 2015). Persollo is one of the first, and foremost AI powered digital platform that
creates scopes for the targeted social selling. It provides various tools and techniques for
managing selling of products and services on social media and finds out the new customers
through affiliate networks by running various marketing campaigns and monetising the social
audience without any need to manage an online shop (Miller 2012).
Few essential online marketing platforms used by Persollo include Hubspot, which is a
major effective marketing application for improving and managing the digital marketing
strategies properly. This essential tool can attract leads by developing blog posts, e-books and
videos and optimise those by sharing it on social media with ease and effectiveness. The leads

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are converted by setting up landing pages and information from customers is obtained properly
to gain the loyalty and trust of purchasers (Rice and Atkin 2012). Marketo is another digital
marketing automation tool which creates multi-channel campaigns by saving a lot of time and
resources. It is effective for the management of online marketing strategies while Raven tools
also are considered as a major digital marketing platform that utilises the functionalities of online
marketing including content marketing, social media marketing, search engine optimisation and
PPC (Royle and Laing 2014). Persollo also uses Web CEO for preparing search engine
optimisation or SEO campaign reports to search for the necessary keywords, optimise the web
sites and monitor the performances with ease and effectiveness. This digital marketing platform
also allows for the automation of SEO operations and manages effective teamwork within
Persollo. The business-to-business solutions provided by this digital marketing platform can add
extra value to the CMS and furthermore create an exclusive partnership with the option of the
white label (Ryan 2016).
Types of content being posted
The content is being programmed in the digital platforms for engaging the customers and
to enhance brand awareness. The content must include messages that are consistent and related
to the brand to create a sense of uniqueness and add value to the digital platform. This would
allow for resolving the issues properly and with much ease. The content includes information
about powering of Persollo by various brands and how it has benefited a large number of people
by allowing them to sell their work to a large group of audience. Here businesses and people can
join to make their products and services available for the customers through the involvement of
social media networks such as Facebook, Twitter, Instagram, etc (Schegg and Stangl 2017). The
company manages personalised messages and content for the work delivered by people and

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business in the social media and make people aware of the availability, furthermore influencing
their buying behaviours. The content could be created in blog posts for generating an increase in
traffic while pairing it with SEO. Infographics could be used for managing the content and
enhance the scopes for becoming identifiable on social media (Stone and Woodcock 2014).
Ways of managing the digital platforms
There are various ways or approaches followed to manage the digital platforms with ease.
There are vast numbers of digital channels which can allow for interacting with the customers
and often communication over these multiple channels create chaos and complexities for the
customers to choose the right channel; for purchasing the end products. The conversations and
interaction with customers must be unified over multiple channels for ensuring that the support
staffs of the company can access the existing interactions between the customers and business as
well as provide solutions to any queries and problems faced by the customers (Taken Smith
2012).
The digital media must promote and advertise the content of the company to make the
customers aware of what is available and whether those would be able to fulfill their needs and
requirements or not. The transactional nature of the relationship has been brought down with the
involvement of social networks for enhancing awareness among customers and influences their
buying behaviours too. The relationship between business and customers has been purchasing
and selling (Tiago and Veríssimo 2014). With the advancement in technology and
communication, digital marketing has become an essential tool for many small and medium
organisations to focus on changing the relationship and create loyal customers. Nowadays, the
customers interact with businesses through social media and are more focused on the business by

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remaining a friend or follower. Thus, the business organisation named Persollo must utilise more
messages that are conversational and focus more on becoming virtual friends or followers to the
customers (Yadav, Joshi and Rahman 2015). This would also develop an off-business
involvement with the customers and convert the transactions and business processes into more
revenue and sales generation. The URL links are used and optimised for mobile phones and this
has resulted in embedding those with the social networks, messaging services, blogs and emails,
thereby managing conversations with customers and influence them to purchase (Castronovo and
Huang 2012).
Efficiency of the platforms
As Persollo is a new company with some innovative thinking of conducting business, so
the digital communications and marketing platforms have allowed the company to gain
accurate results with ease within less time. This kind of marketing platform has helped the
organisation to identify the exact number of people who have accessed the web site, and it can
be done by using the HubSpot. The digital marketing has allowed Persollo to determine the
behavioural patterns of individuals as well. It is easy to access and has been embedded into
the mobile applications for allowing the customers to check the new products and services
available anytime and anywhere (Hair Jr and Lukas 2014). Digital marketing by Persollo has
reduced the barriers to entry and has become easy to reach a wider group of audiences along
with options for easy optimisation too. Therefore, it is quite clear that the digital marketing
platforms have been quite effective for Persollo to conduct business effectively.

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Actions undertaken for enhancing the sales
Persollo has focused more on conversion rather than the leads generation to understand
how much time the customers have spent on the social networking web sites and then target them
with a particular content. The marketers of the company have left no stones unturned to research
the market to check whether investments can bring a good rate of return or not. The organisation
has doubled down its efforts on managing customers' services to enhance the brand awareness
and managed its activities across various digital marketing platforms and channels with ease and
effectiveness (Järvinen et al. 2012). This has integrated the buying experiences of customers too.
The online digital and mobile shopping experiences have been optimised by Persollo to make it
convenient for customers to find out what they are looking for with ease.
Specific recommendations for improving the digital strategy
 The instant checkout option of Persollo must be modified for making it convenient for
individuals to sell items and their works easily on the web site.
 It is recommended for Persollo to gain traffic to the web sites by using social media
platforms like Facebook, Twitter, Instagram, etc. and manage the acquisition of
customers properly.
 The surveying of respondents is necessary and recommended to improve the engagement
of customers and develop the brand image and identity through creation of personalised
experiences
 The rules of scoring is recommended as well for allowing the marketing team to focus on
the efforts to manage retention of customers

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Identification of issues and resolution strategies for resolving those
Due to the sharing of information and data online, there are risks of security and
disclosure of private information. There are many web sites within a very limited number of
niches, and this creates complexity to emerge as a successful digital marketing platform. Search
engine optimization can be useful for managing a good amount of traffic and become successful.
The keywords have been less focused, which have reduced the traffic and exposure rate too.
Many Ad blockers are used which have made many people miss the ads and check out what
Persollo has to offer. The increased cost of ads and lack of experience within the competitive
business environment are major issues too (Leeflang et al. 2014). The strategies to resolve such
issues include managing good social media content for making people aware of the company and
make time to reach the web site. Investments should be made on the new and effective digital
marketing platforms because there is no need for running an online shop and conversations
between customers and business can be done directly (Miller 2012).
Conclusion
The digital marketing development has helped numerous brands and businesses to utilise
the technology for marketing as well as incorporate the digital platforms into the marketing plans
for conducting business with much ease and effectiveness. Nowadays, with the advancement of
technology and communication, digital marketing campaigns have become more common and
effective as well. There are various methods and techniques of digital marketing such as search
engine optimization or SEO, SEM or search engine marketing, content marketing, social media
marketing and optimization, direct email marketing, display advertising, etc.. This can allow the
small and medium sized businesses to ensure successful marketing of products and services and
sustain in the market place.

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Checklist

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References
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness, 6(1), p.117.
Hair Jr, J.F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Järvinen, J., Tollinen, A., Karjaluoto, H. and Jayawardhena, C., 2012. DIGITAL AND SOCIAL
MEDIA MARKETING USAGE IN B2B INDUSTRIAL SECTION. Marketing Management
Journal, 22(2).
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Knapp, M.L., Vangelisti, A.L. and Caughlin, J.P., 2014. Interpersonal communication & human
relationships. Pearson Higher Ed.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for
marketing in a digital era. European management journal, 32(1), pp.1-12.
Levy, S. and Gvili, Y., 2015. How credible is e-word of mouth across digital-marketing
channels?. Journal of Advertising Research, 55(1), pp.95-109.
Miller, M.R., 2012. B2B digital marketing: Using the web to market directly to businesses. Que
Publishing.
Rice, R.E. and Atkin, C.K. eds., 2012. Public communication campaigns. Sage.

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Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Schegg, R. and Stangl, B., 2017. Information and Communication Technologies in Tourism
2017.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp.4-17.
Taken Smith, K., 2012. Longitudinal study of digital marketing strategies targeting
Millennials. Journal of Consumer Marketing, 29(2), pp.86-92.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The new hybrid element of
digital marketing communications. Procedia-Social and Behavioral Sciences, 189, pp.335-343.

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