Comprehensive Digital Marketing Strategies Report for Persollo Company

This report provides a comprehensive analysis of the digital marketing strategies employed by Persollo, an Australia-based e-commerce company. It begins with an executive summary outlining the company's mission, objectives, and industry trends, followed by a SWOT analysis and a comparison of traditional versus digital marketing techniques. The core of the report focuses on Persollo's digital marketing plan, emphasizing the importance of social media marketing, SEO, content marketing, and other digital tools. It highlights the challenges associated with digital marketing, such as information security and cost, and recommends a revised digital marketing strategy to enhance customer acquisition, drive sales, and increase brand awareness. The report concludes with specific recommendations for implementing the proposed marketing plan and a final conclusion summarizing the key findings and suggestions.

Digital marketing and communication
[DATE]
[Company name]
[Company address]

Running Head: Report
Executive Summary
Digital marketing is the process of using the internet facilities for the purpose of doing marketing
in this world of technologies. Digital marketing is the best tool considered as the strategies in the
every sector. This report covers all the marketing strategies of the Australia based company
Persollo. The comparison between the traditional as well as the modern marketing has been
discussed in this report. The Persollo company mainly needs to focus on the different platforms
of the social media marketing. All these platforms are very useful to attract the customers as well
as brands for the Persollo company. The Persollo company provides the e commerce facilities to
all the brands and also looking for the desired customers in order to drive the sales for the
brands. The issue of the information security as well as the cost are associated with the digital
marketing platforms used by the Persello company. This is the reason that the company needs to
re-evaluate the process and need to apply the digital marketing plan. According to the digital
marketing plan, there are many steps or points that should be kept in mind while conducting any
marketing campaign. The digital marketing plan involves the different marketing strategies and
the effectiveness of these strategies.
This report has the main purpose as to find out the best digital marketing plan in order to gain the
profits as well as the competitive advantage. As the main purpose of the Persollo company is to
drive the traffic to the websites, increase sales and search the new clients so, it is recommended
to the Persollo company to follow the marketing strategies and the proper planning in order to
drive the sales and attracts the maximum customers. This report also highlights the
recommendations for the marketing plan as well as the final conclusion.
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Running Head: Report
Contents
Introduction.................................................................................................................................................3
Business mission..........................................................................................................................................3
Objectives of the company..........................................................................................................................4
Industry trends............................................................................................................................................4
Major competitors.......................................................................................................................................5
SWOT analysis.............................................................................................................................................5
Marketing strategies (Traditional and digital).............................................................................................6
Digital Marketing Plan.................................................................................................................................9
Facebook and Online Display Advertising........................................................................................14
Final Recommendations............................................................................................................................16
Conclusion.................................................................................................................................................17
References.................................................................................................................................................19
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Running Head: Report
Introduction
This report outlines the main activities of the digital marketing of the Persollo company. The
research is carried out to understand the company mission, competitors, trends, the different
strategies that are used by the company in order to increase their business. The use of the digital
media and how it is helpful for the successful business of the Persollo has been discussed. The
report consists of the various strategies with analysis of the market and the different digital
marketing tools that are used by the company. As we know that the digital marketing is the
future of the marketing of the companies with huge benefits in this competitive world. The word
digital marketing stands for the promotion of the products with the help of the internet and all the
social media websites. However, making use of the digital media for the achievement of the
marketing objectives is the greatest strategy which can be adopted by the Persollo company to
drive the sales for the brands and people. The use of the digital media is more than the traditional
techniques(Stelzner, 2016).
Business mission
The company chosen for this report is the Persollo, which is the Australia based company and
that unlocks the platform for the customers to manage their different e commerce activities. The
company has main motive to drive the maximum sales for the different clients and the captures
maximum number of the buyers to increase the rate of conversion. The Persollo is the selling
system for all the different brands as well as an influencer for the customers. The company is
powered by the Telstra group of companies which ha the main motive to attract the maximum
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Running Head: Report
number of the clients and manage all the demand and expectations of the customers. Although
the Persollo company is a newly established company, but still this company is working for the
30 big brands and more than 600 boutiques. The company has the mission to increase the rate of
the sales conversions from social media networks by working for the customers anytime and
anywhere via online media.
Objectives of the company
The main objective of the Persollo company is to build the marketing strategies for making use
of the digital media platform where the brands of the companies sell their tasks or jobs to the
website directly and ensure that those are sold to the buyers of the products in a very minimum
time period. The main focus of the report is to provide the different tools for the management of
the products and services on the digital media platforms and looking for the potential customers
by organizing marketing campaigns.
Industry trends
Looking at the trends of the company, then the company is growing very rapidly. There are many
companies who want to invest their money into the Persollo company to take the benefits from
the company. Recently, the company presented an MVP and admitted to have the 120 sellers and
$10,000 in transactions in one week. The company is accelerated by the incubator and the muno
for the payment forms(Joel & Karjaluoto, 2015).
Persollo is also providing the financial services with the help of the digital tools that enables the
users to create payment form in a one single click. The system or digital platform generated the
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Running Head: Report
link or URL to the payment form, which enables selling system via social platforms. The
company is powered by the Telstra company and the company was announced as the best selling
system(Jensen, 2014).
Major competitors
As such there are not high competition but it is analyzed that the competition has been growing .
The growing competition is a threat to the company. The major competitor of Persollo company
is the Neto any doing the same business.
SWOT analysis
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Marketing strategies (Traditional and digital)
It is analyzed that the digital marketing is used more than the traditional marketing techniques.
There are many digital marketing techniques such as SEO, content marketing, email marketing
google analytics that can be used by the companies and there are many players in the economy
like banking sectors, It companies like Airtel, Vodafone and Idea, and different shopping portals.
There are many brands like Lenevo, Samsung, Sony and many more companies who use the
different eCommerce platforms just to promote their products as well as drive sales into the
organization. Talking about the recent trends, the telecom companies like reliance, Airtel,
Vodafone and Idea offering attractive free internet plans and these promote the social media
marketing and provides more customer friendly business environment(Prystajko & Kupferman,
2014).
The difference between the traditional and the digital marketing is found with the help of change
in the process of collection, analysis and data interpretation. The traditional marketing tools or
resources that are used by the organization in the old times are TV, radio, word of mouth,
seminars and personal selling in order to gain the profits and promote the products. In
comparison to the digital marketing channels are slow in the creation of the awareness and
generation of the leads for sales. The traditional marketing challenges are used in comparison to
the digital marketing just to access the user information and trends and brand loyalty.
Content marketing is the essential element of the SEO as the content quality is the main matter of
concern. To make the add and content more attractive, the Persello company can make use of
the images, tags, texts and marketing ads. Moving further, the digital marketing is the most
important platform that is used by the businesses for their growth and return on investments. In
the social media marketing of the Persollo , the company can grow its business by improving the
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customer services, marketing campaign and by creating brand awareness programs(Google,
2016). In the below figure , the percentage growth of different platforms has been shown on the
basis of the survey conducted in the year of 2015. Social media is the platform of creating the
brand awareness.
Brand awareness
Marketing campaign channel
Content marketing Channel
Customer services
Lead generation
Sales channel
60%
45%
35%
25%
19%
7%
Role of Social Media in Business
Role of Social Media in Business
There are many different methods that can be used by the companies in order to take the benefits
and for the growth of the Persello company and these different methods of the digital marketing
involved are given below:
a) Search Engine Optimization (SEO)
b) Mobile Marketing
c) Search Engine Marketing (SEM)
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d) Content Creation
e) Social Media Marketing (SMM)
f) Digital Display Advertising
g) Retargeting and Remarketing
h) Mobile Marketing
i) Interactive Marketing
j) Viral Marketing
k) Email Marketing
l) Affiliate Marketing
m) Digital Media Planning and Buying
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Digital Marketing Plan
A digital marketing plan, or a digital strategy, is the series of actions and steps that helps you to
achieve your goals using online marketing. Depending on the scale of business, a digital
marketing plan may include the achievement of multiple goals and may different action steps.
Now, this definition itself lines out the importance of strategizing an effective digital marketing
plan. Astrategy, it is effectively thought of, can help you stay focused on your set goals(Järvinen,
2016).
Now, as pointed out earlier, the goal for Persollois to expand its reach to more businesses and
offline stores, which can be its future potential clients, and to make them understand how
Persollo can effectively help increasing their sales and increase their brand awareness. However,
reaching out their target prospect is somewhat difficult these days through online advertisements,
due to the recent advent of AdBlockers. Almost everyone has an Adblock software installed on
their systems these days, which ultimately makes the money that the company spends on online
advertisements to trash. Therefore, Persollo needs to revise its digital marketing strategy, so that
they can reach out to more people and make them understand the benefit of using their services.
We have tried to reformulate Persollo’s digital marketing plan, in order to tackle these problems.
The first step of making any marketing plan is to know the target customer, which, in Persollo’s
case are small & medium businesses which do not have a website of their own. In the second,
comes the part to decide on goals, which we already did in the previous section(Hristova, 2016).
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Now, third is identifying the marketing tools that Persollo will need for its Digital Marketing. As
we illustrated above, that the use of internet Ads is no longer a cost effective way of digital
marketing. The company should venture out to different tools, such as:
 SEO/Analytics:Search engine optimization (SEO) is a process of impacting the visibility
of a website or a webpage in aninternet search engine's non-paid results. It is often
referred as organic/naturalresults and also as the "earned" results.
 Social media marketing: It is a process of digital marketing, where the attention or in
other words, traffic, is gained through social media sites.
 Mobile Marketing:This promotional activity is designed for the users of the present age.
Since majority of the population has a smartphone, content through this campaign is
specially designed to be hosted on smart phones(Earnest, 2016).
 Email marketing:It’s a marketing technique where a commercial message is sent through
emails to a group of people. In a much simpler way, every email that is sent to a prospect
or current customer can be considered as email marketing.
 Content marketing:This can also be called as an indirect marketing technique.In this
technique, material, such as videos, blogs, and social media posts +etc are created and
shared online, which do not promote the brand. But,the intent of such content is to create
awareness among the target audience and develop an interest in its services(Stearns &
Rooney, 2013).
Following are the ways howPersollo can utilize the above mentioned tools:
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Running Head: Report
SEO/Analytics:Search engine optimization (SEO) is not a one time event. A company has to
commit itself to the process of SEO. One needs to be patient with this process, as it doesn’t
provide the results overnight. One should plan and build a great website so that target prospect is
captured by it. And since, Persollo itself is promoting the online marketing through its website,
here it becomes all more important to lay focus on the functioning and design of its own website.
The person who is doing the job search engine optimization of the website should be master of
the Keyword Research. If doing it on its own, the company should make sure it is assigned an
expert to the job, else, companies can plan to hire a company which specializes in SEO itself.
But in that case as well, the business needs to be diligent enough to hire a company which has a
good track record has some results to show(Group, 2013).
And as it is said, if you can’t measure it, you will not be able to improve it. So, it is suggested the
business starts using the Google Analytics tool right from the beginning. Google Analytics is a
free tool available online, which can be used to track the information source of a website’s
traffic. With this service, you can have the data for a number of site visits, page views, bounce
rate, average time spent on website, pages viewed per visit and percentage of new visits. It also
provides the information as to how much traffic was through organic search, which can help you
determine your brand awareness among people and how of it was through other sources, such as
advertisements, social media etc
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