Digital Marketing Strategies for a Division: MKT-607 Report

This report examines digital marketing strategies aimed at promoting organizational growth. It explores the reasons for adopting digital marketing, including customer expansion and cost minimization. The report details various strategies such as blogger introduction, search engine optimization, and the use of social media platforms like Facebook, Instagram, and Twitter. It considers the differences between B2B and B2C marketing, emphasizing the importance of analytics, exposure, and cost analysis. The impact of digital marketing on the promotional strategy is discussed, including the shift of advertising and sales promotion to online platforms. The report also covers different digital media types, including print, broadcast, and internet, and outlines methods for monitoring and adjusting the effectiveness of digital media based on organizational goals, such as checking site traffic and mobile access. References to relevant literature are included.

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Digital marketing strategies for our division
Based on the plans to change the organization's marketing strategy, some of the promotional
budget acquired from corporate headquarters will be used in the establishment of various digital
marketing platforms and strategies. The decision to enter into digital marketing for the
organization was arrived at due to several reasons. The first reason is the need for customer
expansion (Todor, 2016). Through digital marketing, the organization will be able to reach out to
a broad customer base. We need to earn people's trust through the direct interaction facilitated by
the different digital platforms between the customers and the organization officials. Also, the
company chooses to carry out digital marketing to minimize the cost of carrying out marketing
activities, which is being incurred by the use of traditional marketing strategies.
Digital marketing strategies to promote organizational growth
To encourage the growth of our organization various digital marketing strategies applied will
include;
Introduction of bloggers .The bloggers will take the role of marketing various products through
various blogs posted on different platforms.
Optimization of various Search engines. The organization can work towards improving and
revenging its website. Optimization can be done by adding keywords relating to the
organization's products. The process will give the site a higher rank, hence more people and
organizations will become familiar with our products (Järvinen & Karjaluoto, 2015).

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Use of Facebook, Instagram, and twitter adds. By the use of these platforms, the organization
will be able to minimize the cost of carrying out advertisements while at the same time reaching
out to many customers who use these platforms.
Consider factors including B2B versus B2C in the target market, digital media, analytics,
exposure, and costs.
There are several factors influencing business to business versus business to the consumer while
carrying out digital media marketing activity. While practicing B2C digital marketing, the
organization must consider the pricing and promotion of its goods. On the other, while carrying
bout B2B digital marketing, the organization has to consider the divertive demand and fewer
number of customers. The reason behind this is the existence of a large customer base while
marketing for consumers as compared to marketing for business. While carrying out digital
marketing for B2C and B2B, it's important to consider analytics, exposure, and costs. The reason
is due to the keen understanding existing between B2B as compared to B2C.
Influence of the divisions entire promotional strategy through introduction of digital
media
The introduction of digital marketing with an aim of promoting the organization's products will
affect the division’s entire promotional strategy. However, through the application of the five
elements of promotional mix the organization can come up with a clear strategy of allocating
resources among all the five elements. These elements include; public relations, advertising,
direct marketing, sales promotions, and sales promotions. Adoption of digital marketing will
shift some of the promotion mixes to the newly established online marketing platforms. Those

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that are expected to shift are; advertising and sales promotion, the remaining promotion mixes
will be handled directly by the organization staff. The shift of promotion mix caused by digital
marketing will therefore affect the divisions' entire promotion strategy (Kannan, 2017).
Digital media kinds and options
Some of the digital media types and platforms used by the organization for marketing purposes
will include;
The Print media .Different types of print media, include newspapers and magazines. They are
useful since they reach out to many people in the world. It is estimated that about 2.5 billion
individuals read newspapers and 600 million in digital form.
Broadcast media. Advertisements aired in various radio and TV stations can reach out to about
80% of the population in the USA.
Internet is another form of digital media potion. Various platforms that uses internet, include
Facebook, Instagram, and WhatsApp, among other platforms. These platforms can be useful in
carrying marketing activity given the vast number of uses; the USA has about 275 million
internet users (Todor, 2016).
Monitoring and adjusting the effectiveness of digital media based on the organization
division goals
After a successful installation of digital marketing strategy in the business, the following ways
can be used to monitor its effectiveness. Checking on the average time spent on the site by
different internet users.

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Use of traffic sources to determine how users are accessing the organization site. The application
of traffic sources helps determine the keywords Used.
Use of mobile traffic to check how many customers are accessing the organization site through
the use of mobile phones. The reason behind this is most people in the world use a mobile phone
on their day to day activity, hence the need to check on mobile traffic accessing the organization
website.

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References
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), 51.