Digital Marketing Strategies for Enhanced Customer Engagement

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Digital marketing
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Contents
Introduction.........................................................................................................................................3
Omni-channel marketing....................................................................................................................4
Digital marketing strategy..................................................................................................................4
Digital marketing plan for multichannel capabilities.......................................................................6
Techniques to plan for the Omni-channel marketing.......................................................................7
Measurement techniques and performance metrics in Digital marketing......................................8
Critical Evaluation of the above points of measurement and metrics.............................................9
Set of actions to improve the digital marketing performance..........................................................9
Conclusion..........................................................................................................................................11
References..........................................................................................................................................12
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Introduction
Digital marketing is basically the online marketing which is helpful for the marketing of the
product and services by using digital technologies the most of the digital marketing is done
through internet and also through some mobile phones and other digital technologies. It is the
best platform to engage the audience through attractive advertisement on the website and
through the application. Digital marketing may use different techniques and different
channels to connect with their customers where there the customers spend there more times
on the internet. This report mainly shows information about digital marketing and why it is
more important in the present time.
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Omni-channel marketing
The Omni-channel marketing helps to create an all-in-one experience for the customer which
is across all the channels. This type of marketing strategy evolves in the digital interactions
through which they attract people the example of Omnichannel marketing social media and
the e-commerce buying and mixes them with personal connections. In the Omnichannel all
the department of the organization is working together to get their results (Verhoef, et. al.,
2015).
The meaning of the channel in Omni-Channel is the medium which is basically used for
transferring information to the customers. Some of the online marketing channels are social
media and another e-commerce platform. Also, offline marketing channel includes
advertisement with the help of prints, face to face interactions and direct mail. Face to face
interactions come from the event marketing. Omni-channel marketing use some of the
famous channel for marketing such as website, Email, Social Media, Organic search, paid
search, mobile and display advertisement and also other offline channels were also used by
the Omni-channels.
The Omni-Channel has two serious factors:
1. To make it easy for their customers and,
2. To having the combined message for all the customers.
Omniscient is the word that means all are knowing, this is the best way to show Omni-
channel marketing which means that everyone at the organization has known everything that
is related to the journey of the customers. The Omni-Channel approach is all about
togetherness and if the customer services, marketing, sales team, and the retail staff are not in
an aligned manner then this process may be far from them (Manser, et. al., 2017).
Digital marketing strategy
The online digital marketing strategy which is useful for Crème Crush. There are steps that
have to follow in digital marketing strategy:
Business is findable online: at the beginning of the strategy first have to find out that the
company needs to be found online which means that crème crush needs the website. The
online website really helps the company to show their products to most of the people because
it helps to reach customers from another place too.
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Website Accessibility: this means the experience of the users is most important when they
are suffering the company's website. The website is easily accessible to the customer's means
that it can navigate easily, webpages are quickly loading and etcetera. If the customer or the
user may not get easily use the company site than they move to further the company's website
for shopping. One more important point is that the website may easily open in the mobile
phone (Ailawadi, et. al., 2017).
Be Informative: this is come from the great experience of the user on the website which
means that to put useful information for the users for example crème crush is the company
which mainly deals in the beauty products so it is necessary to give information about the
particular products so that the users may easily choose what they have to buy.
Establish Trust: this is to establish a specialist that helps by communicating and show the
real view of the company. Meet the team and give the face to the business are some of the
few touches which definitely helps the Crème Crush to separate from the others and generate
trust for the customers.
Stay in touch with the customers: make sure to communicate with the customers on high
priority this is done through sending emails and newsletter. This email may send weekly,
monthly or quarterly and show the company’s presence in front of the customers (Cummins,
et. al., 2016).
Actionable framework
Awareness and
Visits
Unique visitors Bounce rate Revenue per
visit
Percentage of
product
searches
Interaction
and the leads
Number of
leads
Percentage of
conversion
through lead
Aim value per
visit
Pageviews
Convert (sales
and profit)
Number of sales Percentage of
conversion to
sale
Value of sales Order value
(average)
Loyalty and
support
Percentage of
active
customers
Percentage of
customer
conversion
Percentage of
the existing
value of sales
Number of
products
mentions
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Digital marketing plan for multichannel capabilities
There are some steps which have to be followed for making the multichannel plan for the
crème crush.
In database marketing technology which includes:
 Powering the customers to the data platforms which helps to know about the
customers.
 Build a technology structure which is more suitable for the company.
 Integration with the tech stack
 Website access for the customers.
In data, Omni-channel includes:
 Optimization of the data and monetization.
 Targeting people through digital data.
 Marketing which is account-based.
 Omni-channel marketing.
 Generating demand for the company (Kannan, 2017).
In Audience targeting it includes:
 Customer’s retention.
 Analysis of the business
 Acquisition of the new customers
 Reactivation of the website.
Database Marketing Technology Data and Omni-channel
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Audience Targeting
Techniques to plan for the Omni-channel marketing
Here are some few points and techniques which is important for making the plan for
Omnichannel marketing.
Importance of the Background: this shows that what kind of the content is consuming by
the customers, some of the major enhancement is to be done with the website like to locate
the map of the store so that local customers get directly come to purchase the products from
the store and all the information is to be clearly defined and easily accessible to the customers
(Rowley, et. al., 2017).
Knowledge about the customers (Deep knowledge): for providing the valuable experience
of the Omni-channel, the company must be knowing their customers. For example, the
company has to understand why they are coming for and what they want from the company.
Also inviting the customers for feedback and use tools like social listening.
Coordination in the inter-departmental team: this is an important part in the Omni-
channel marketing that all the department have to work together to achieve the success if
there is no coordination among the department in the Omni-channel marketing then their
project where not get the value.
Responsive Webpages: website is truly responsive because this is the first thing that the
customers may interact with and if this is not as good then definitely customers get out from
the website and search for the further company (Baltes, 2015).
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Measurement techniques and performance metrics in Digital marketing
Following are the techniques and metrics which are using in digital marketing:
Traffic Generation
The important tool of measuring the traffic of website for measurement of the effectiveness
of SEO (Search Engine Optimization) but you want to know details about to the pages for
pay-per individual click (PPC) Campaigns. The number of visitors on your website will give
you information about how well your campaign driving traffic. If your campaign is strong
and active, these visits should be rapidly built.
Who is visiting?
In Digital Marketing some analytics tools which are helpful in measures to you can see how
many visitors are new and how many are returning. This is helpful to show reaching and
engaging visitors. If you are not attracting new customers, you may need to make a new
strategy to reach the top of the conduit (Taiminen, et. al., 2015).
Who is Coming Back?
Which is more important that your visitors are more likely to return and move. Some business
can measure customer retention rate which we can see that how many customers return back
on your site. The metric is affected by engaging and returning customers. The Rate of Return
of your website which helps you determine whether you need to changes in your content.
Where they are coming from?
Google analytics has a procurement section where your visitors are come from. High organic
rate tells about the SEO is active and strong. The external result shows how your brand name
mentioned on the third-party site. And also mobile visits show how many mobile and smart
users engaged to your site.
Click-Thru Rate
The renowned measurement of key performance indicators (KPI) has been click-thru rates.
But the Ad exchanger which helps to display ads have very low click-thru rates. There is the
expectation with the banner ads that with the help of this user get diverted to the link which is
given by the company.
Conversion rate
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It is the most important part of digital marketing, it is generally used for tracking rate of
conversion through ads. The goal of the conversion rate may include generating leads.
Critical Evaluation of the above points of measurement and metrics
There are many tools and techniques are used for tracking the views and who are visiting the
websites and how many clicks are come in the ads which are put by the company. Every
website has its data analytics which helps to show the information regarding what is going on
the website. Click thru rate and conversion rate are also shown with the help of the online
tools (Järvinen, et. al., 2015).
Set of actions to improve the digital marketing performance
The teams in digital marketing use tools in a large number for the promotion of their product
and services and they also track the corresponding result takes too long to respond and it's
quite difficult and a time-consuming process. The performance can be measured with the help
of a few tools and with appropriate knowledge. There are a few steps that can help out in
improving the performance of digital marketing that is listed below-
1. Assess the technology
2. SEO optimization
3. Content reach measurement
4. Social channels tracking
Asses the technology-
As per the allotted budget if there are any gaps in the workflow then it will save them money
and time. Some of the questions that must need to be answered as per the technology stack
are outlined below-
 What kind of pronouncing the person prefer the most?
 Check whether the message is aligned properly or not so that it will be consistent
around all the possible channels.
 Check the most popular social channels the buyer or the applicant uses in a
frequent way.
The core platforms the digital marketing must-have in order to improve their performance
are-
 Automation marketing like Eloqua, Hubspot, Marketo, Pardot.
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 CRM like Salesforce, Microsoft dynamics
 CMS like Drupal, Sitecore, Wordpress, Squarespace, and Kentico.
 Social media platform monitoring, scheduling, engagement like Sprout Social,
Hootsuite, Lithium
 Content management platform like Kapost
SEO optimization-
The SEO specialist is responsible for ensuring the content optimization with all the focus on
the main keywords like URL structure and Google-friendly HTML formatting that interrelate
with the keywords of the product (Stephen, 2016). The complete score of the product page
and the improvement area can be assessed with the SEO tools like Moz. The SEO success
can be tracked by heatmap analytics, traffic, and A/B testing.
Content Reach Measurement-
With the proper measurement of both internal and external reach, the content can be analyzed
of what types of topics, types, and messages are most effective in the market place. The
measurement of external reach is the trickiest part as the 17% of marketers conclude that they
don't have a measurement for content effectiveness in the market and some of the 49% uses
basic metrics like downloads or click.
Social Channels Tracking-
The social media is the platform that can enhance the marketing strategies by applying these
social channels and further the tracking needs to be on the topmost priority. The main point's
needs to be tracked are the number of shares and the number of engagements. For
performance tracking, Google Analytics and SEM Rush tools are used. These tools can help
in crucial metrics measurement such as mostly appeared online, post engagement and post
reach process, etc.
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Conclusion
At the present time, digital marketing is the key source of the business because there are
many companies in the market which are doing the same thing and producing a similar type
of products but the main thing is that who gets the maximum number of customers. The
digital marketing helps the company to attract the majority of people to their website through
online advertisement and from social platform. Through digital marketing once get the
number of people from other places. The Omni-Channel marketing also helps the customers
by creating all in one experience at one place which is across all the channels. In Omni-
channel marketing, all the department work together to getting positive results.
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References
 Verhoef, P.C., Kannan, P.K. and Inman, J.J., 2015. From multi-channel retailing to
omni-channel retailing: introduction to the special issue on multi-channel
retailing. Journal of retailing, 91(2), pp.174-181.
 Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing,
integrated marketing communications and consumer engagement: A research
agenda. Journal of Research in Interactive Marketing, 11(2), pp.185-197.
 Ailawadi, K.L. and Farris, P.W., 2017. Managing multi-and omni-channel
distribution: metrics and research directions. Journal of retailing, 93(1), pp.120-135.
 Cummins, S., Peltier, J.W. and Dixon, A., 2016. Omni-channel research framework in
the context of personal selling and sales management: A review and research
extensions. Journal of Research in Interactive Marketing, 10(1), pp.2-16.
 Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
 Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
 Rowley, J. and Keegan, B., 2017. Looking back, Going forward: the role and nature
of systematic literature reviews in digital marketing: a meta-analysis.
 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), p.111.
 Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.
 Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
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