Digital Marketing Assessment 1 Report: GHD, Metrics and Strategies

This report, based on Digital Marketing Assessment 1, provides a comprehensive overview of digital marketing principles and practices. It begins with an analysis of GHD's objectives, strategies, and results in leveraging digital marketing, including their use of mobile optimization and paid search strategies. The report then differentiates between digital and traditional marketing, outlining various tools used to track marketing metrics across different platforms like Google Analytics, Facebook, and Twitter. It also examines the importance of digital marketing, particularly the role of Facebook in customer engagement, and explores engagement strategies beyond Facebook, such as YouTube and Instagram. The report incorporates digital data metrics, frameworks of the digital marketing process, and references supporting the analysis.

Digital Marketing
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Table of Contents
ASSESSMENT 1.............................................................................................................................3
PART A ..........................................................................................................................................3
Objectives of GHD......................................................................................................................3
Strategies used.............................................................................................................................3
Results .........................................................................................................................................3
Testing parameters ......................................................................................................................3
PART B............................................................................................................................................4
1. Difference between digital and Traditional marketing............................................................4
2. tools to track marketing metrics. .............................................................................................4
Digital data metrics .....................................................................................................................4
Framework of digital marketing process and Importance of the digital marketing.....................5
Importance of the digital Marketing ...........................................................................................5
Importance of Facebook in digital marketing .............................................................................6
Customer engagement other than Facebook...............................................................................6
REFERENCES................................................................................................................................7
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ASSESSMENT 1
PART A
Objectives of GHD
GHD was working with Greenlight, a media agency which provide digital marketing
assistance to organisation so that it can achieve its targeted revenue by appropriate marketing
services. GHD was witnessing huge traffic on its website from mobile affecting its services.
Thus the prime objective of GHD was to capitalise this traffic in a way which optimise mobile
trend. Another objective of organisation was to improve its product listing position. Thus
organisation develop key aim to enhance conversion of customers towards mobile platform and
to raise the site performance on SERPs.
Strategies used
With the identification of issues related to traffic on website GHD collaborated with
media agency Greenlight so that its monthly mobile traffic can be monitored. In order to capture
the first and top position in SERP product lists and paid ads organisation also used paid search
strategy. As key element of PPC strategy organisation also used Google shopping so that
optimum number of customers can access and visit the site through mobile application.
Results
As a result of the effective digital marketing strategies GHD succeeded in achieving
growth and increment in its product listing. By the development of adaptive mobile site
organisation witnessed the increased mobile revenue by 74% and mobile traffic by 164% which
indicates the increasing sales and profitability of the organisation.
Testing parameters
With the help of A/B testing procedures GHD was evaluating the effectiveness of paid
search campaigns so that organisation can assure that more return of investment can be generated
by suitable investment on ads.
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PART B
1. Difference between digital and Traditional marketing.
Traditional marketing is a type of marketing that encounters traditional ads on the daily basis.
They have a one way street where there provides the broadcast a targeted audience about its
product as well as services. Many of the offline marketing tactics such as mention below.
Print such as Newspaper, magazines
Broadcast such as TV as well as radios
Direct mail, Telephone such as Telemarketing.
Digital marketing- it has the limitation that they have very little or no interaction among the
medium form marketing and customers.
2. tools to track marketing metrics.
Google Analytics
Mixpanel
Kissmetrics
Baremetrics
Q- 3
a)
Twitter – it enables in analysing metric like avg tweet.
Facebook- by tracking it is easy to identify share page, post, etc.
You Tube- it helps in analysing type of audience
Blog – this is useful in tracking home page visit, blog visit.
E mail - with this number of revert is tracked.
b)
Facebook – Reach, impressions, page like and follow
Twitter – Average tweet brand follower growth and engagement rate.
Blog- homepage visit, viewed post and blog visit.
You tube- watch time, re watch and average view duration
E mail- bounce rate, open rate, click through rate.
Digital data metrics
Social media is vital because it can prove that a campaign how much successful. Social strategy
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is performing as well as ultimate influences on the overall business as they provide the
opportunity to show the influence on the work executives ,but also provides regular social media
metric that also leads major team of social team.
Every social media platform posses own native analytic for the dive into. For Facebook everyone
finds them within the Insights tab. Such as Twitter Analytic is come under the Twitter. Also,
Pinterest and Instagram. All there is a need to become the business Accounts before anyone able
to see the data. Starting out the data and having a low budget . By visiting the native analysis
resource it evaluates the resources individually that can also be a good beginning point. In order
to reduce the time investment regarding pulling metrix from all the resources as it easy to search
a special media analytic tools that able to fits within the budgets as well as needs.
Engagements are considered as the big umbrella category that has to track. It significantly boils
down how many audiences accounts are whole interacting within the accounts. Each and Every
network gives a proper sequence of the engagement metric such as liker, shares, comments as
well as shares. As High engagement describes that about the audience health in terms of that how
much responsive as how many of them are real followers.
Framework of digital marketing process and Importance of the digital marketing.
Research- Learn about the customers and also how they can behave as well an interact with the
brand. For that there is a necessary to understand the market focus at play that assist or that hurt
the chances regarding the success.
Planning- Align the research with the business capacities and goals as to attract the customers
also they have the limited by the resources ( Duggan. And et.al., 2015).
Implement- Identify as well as create content offers and also the promotion strategies that
provides the messages from a qualified audience.
Measure – Prove that the leadership that the investments made are also becomes through the
yielding incremental results as per the goals.
Optimize -Refine strategies and report on the goals that able to increase the productivity of input
as well as output . Then also double down investments within areas that also the promising
outcomes.
Importance of the digital Marketing
Social media as well as advertising are only piece of the digital marketing. It is also very
important one as social media is also integrated into everything as from point of view from
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school, entertainment and also to hang out with the friends (Greenwood, Perrin. and Duggan,
2016).
Digital marketing also enables small business to compete through a much smaller adverting
budget. As it managed effectively as it provides to them laser -focused control over such as how
they can spend money.
Importance of Facebook in digital marketing
Facebook custom audience tool can work magic as it allows marketers to uploads a contact list
such as Phone numbers, UID , emails that can target certain audiences. For this Facebook
advertising campaigns have specified audiences. This is considered as the prefect for everyone
from few people to many the people (Fuchs, 2017).
It maximizes visibility as planning an online business is considered as the much effective.
Customer engagement other than Facebook
Other than Facebook there are various Engagement such as YouTube, Instagram and Whats
app.
YouTube
Be personal -Here people love to connect, they have many things common as well as
acknowledges similarities with the others. They are not afraid about discussing their past
mistakes as well as telling their exciting stories.
Be Responsive- Everyone has the human connection as they can make the extra efforts to
respond within a comment as also mention directly link to their stores as well as also provides
the feedback or suggestions (Greenwood, Perrin. and Duggan, 2016).
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REFERENCES
Books and journals
Duggan, M. And et.al., 2015. Social media update 2014. Pew research center. 19.
Fuchs, C., 2017. Social media: A critical introduction. Sage.
Greenwood, S., Perrin, A. and Duggan, M., 2016. Social media update 2016. Pew Research
Center.11(2).
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