Digital Marketing Plan and Strategy for Multi-Channel Capabilities

This report presents a digital marketing plan and strategy designed to build multi-channel capabilities, focusing on the case of Secure Trading. It begins with an introduction to digital marketing and its various channels, followed by a detailed examination of a digital marketing plan, including situational analysis, SWOT analysis, objectives, STP, marketing mix, marketing channels, resources, budget, and control and evaluation. The report then delves into the evolution of omni-channel marketing, highlighting its impact on business practices and consumer experiences. It discusses the shift towards omni-channel strategies, challenges, and best practices. The report also covers the time frame for implementing the digital marketing plan, with a Gantt chart outlining the tasks, durations, and dependencies. The analysis evaluates measurement techniques and performance metrics within digital marketing, and suggests actions to improve performance.

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
LO3..................................................................................................................................................3
P5 Develop a digital marketing plan and strategy to build multi channel capabilities..........3
P6 How omni channel marketing has evolved.......................................................................7
LO4..................................................................................................................................................8
P7 Evaluate the measurement techniques and performance metrics in digital marketing....8
P8 Set of actions are improved the performance in digital marketing.................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing encompasses all the marketing efforts that use an electronic devices
and internet. Business is used the digital channels such as Social media, Search engines websites
and email to connect with the customers. This report will discuss about digital marketing plan
and strategy to build the multi channel capabilities to transmit the signals from one device to
another. This assignment will discuss about the onmi channel that help for expanding the
business across the world. Furthermore, this will evaluate the measurement technique to identify
the performance of digital marketing. It also performing different actions to improve the
performance in terms of digital marketing.
LO3
P5 Develop a digital marketing plan and strategy to build multi channel capabilities
Digital marketing strategy and plan is a series of actions that help for achieving the goal's
and objectives of organization. This strategy will help for building the multi-channel capabilities
for increasing the business process all over the world.
Multi-channel marketing is a process of interacting with the across websites, direct mail,
mobile, digital ads and other channel chosen by prospects. Secure trading is the organization that
use for marketing the product and service on a single channel which enough for today's
customers (Berman and Thelen, 2018). As the number of channels increases, marketer must
adapt new style to target the potential customers. This channel is all about giving the best
services to the customer according to choice or demand of people.
Situational analysis
This is the first step that need to do when developing the digital marketing plan is carry out the
external and internal analysis of business functional such as strength, weakness, resources,
market value and competition etc.
SWOT Analysis-
Threats Opportunities
Main threat of secure trading firm is that when Opportunities refers to the favorable external

people face challenges related the server issue,
lack of safety, low level of management etc. in
this way, it will increase the competition, rising
the cost of inputs and lack of supply chain
management.
factors that secure trading firm uses to give it
competitive advantages. For Example- This
organization is increasing the cost of data
transmission and also launched the new
policies related the online payment services.
Weakness Strength
Secure trading is performing the operation at
its optimum level. The business needs to
improve the competition level such as high
level of debt, turnover and inadequate supply
chain, lack of capital etc (Domazet and
Neogradi, 2019).
Secure trading firm is based on the internet
payment service provider in Canary wharf in
London. This organization is provided the
services whereas they can to do online payment
services. In this way, many customers are
attracted towards their services. This will be
beneficial for people to protect or secure their
personal information. This organization is
building a strong relationship with the
customers. This organization may have
developed a trading strategy that return
marketing beating results.
Objectives -
Secure trading company is based on the online payment gateway solution which is designed to
help the enterprises accelerate and their online offering services. The primary objective of firm
to provide the best service to the consumer and also increasing the profitability across the
world.

STP
 Segmentation- The segmentation of Secure trading is based on the mix of demographic
and behavioral factors. This organization is segmented the people on the basis of their
choice and demand. There are many people uses the online gateway payment service
because it is easy process for save the time.
 Targeting – Secure trading firm is mainly targeting the potential customer those who
are used the online options whereas people can buy the product with the help of online
shops.
 Position – It is a crucial part of organization to maintain their position in marketplace.
They always help to customer and also solve their queries related the business process.
This organization is also used the appropriate channels for the communication purpose
such as social media, email marketing and blogs etc. in this way, it helps for maintain
their position in marketplace.
Marketing Mix
Marketing mix is based on the set of tools that organization uses to implement new marketing
strategies for growth and development. These are the four pillars of marketing mix Product- Secure trading firm is basically sold their product and must deliver the
minimum level of performance. Price- It refers to the value that is put for products. It depends on the cost of production,
indirect and direct factors. Secure trading organization is set up the price of service on
the basis of different factors. They also used the pricing strategies to target the potential
consumers. Place- This organization is identifying the potential customer those who are attracted
towards the service of firm. In this way, it is successfully expands the business different
locations
 Promotion- It includes press reports, advertising, awards to trade and incentives etc.
These are different medium to promote the services in marketplace.

Marketing Channels
Marketing channel is based on the people, company and other activities that require to transfer
the ownership of goods from one point of production and point of consumption. Secure trading
company may include the marketing channels such as distribution model to provide the
services. It also involves the retailers, producers and wholesalers that can use the services.
Resources
Secure trading company is based on the omnichannel service provider to other enterprises.
Secure trading payment gateway will increase the consumer based and give the many options to
the people. They can choose the services according to requirement and need. It can uses the
verification system and security.
Budget
A financial budget of Secure trading designed to present the entire picture of its financial
activity. It combines with the different factors such as assets, sales, income stream etc. The
overall budget of company is $7.6 Million
Control and Evaluation
Control and evaluation is a type of formulation of contingency strategies that helps for
managing the business operations and functions. Secure trading is controlling and managing
their services by using different technology and theories. It evaluates the performance of
organization against the objectives.

Digital Marketing plan time Frame
Task Mode Task Name Duratio
n Start Finish Predecessors
Auto
Scheduled Situational analysis 1 day? Fri 5/10/19 Fri 5/10/19
Auto
Scheduled SWOT analysis 1 day Mon 5/13/19 Mon 5/13/19 1
Auto
Scheduled Objectives 1 day Tue 5/14/19 Tue 5/14/19 2
Auto
Scheduled STP 1 day Wed 5/15/19 Wed 5/15/19 2,3
Auto
Scheduled Marketing channels 1 day Thu 5/16/19 Thu 5/16/19 4
Auto
Scheduled Resources 1 day Fri 5/17/19 Fri 5/17/19 5
Auto
Scheduled Marketing mix 1 day Mon 5/20/19 Mon 5/20/19 6
Auto
Scheduled Budget 1 day Tue 5/21/19 Tue 5/21/19 7,6
Auto
Scheduled control and evaluation 1 day Wed 5/22/19 Wed 5/22/19
8

P6 How omni channel marketing has evolved
Omani-channel marketing is a type of an approach to sale and marketing that provide the
consumer with fully integrated shopping experience. It also utilizing the user experiences from
the brick and mortar to the mobile browsing (O'Connor and et.al., 2018). It is an integrated
shopping experience for people to check all the details related the product and services in proper
manner.
Secure trading Limited is an independent internet payment service provider to other firms
such as gaming, telecommunication and retails. It is the most established firm that can use the
different type of distributed channel to provide information from one place to another. This type
of Omni-channel marketing technology has changed the business practices and marketing
strategy.
Internet has evolved the best ways enterprises that promote their product and services in
marketplace (Laverie, Humphrey and Bolton, 2018). It is creating a seamless consumer
experience across the channels. This strategy takes digital interaction through social media, e-
commerce purchased and integrated with the interpersonal interaction. This marketing channel is
basically used the Secure trading company to distribute their services across the world. In this
way, many companies are shifting towards the Omni-channel because it is easy for organization
to communicate with the client and identifying their need and requirement.
Evolution -

Omni-channel is about continuing a customer shopping experience across the various
platforms. The concept was first introduced to the marketing world in 2010. An idea omni
channel helps for customer to easily accessible various platforms such as emails, text messages
and online payment services. In 2010, According to the report of retail insights predicated strong
reliance on the omni channel for the successful marketer in every year (O'Connor and et.al.,
2018). Many retailer business utilizing the multi-channel strategies for promoting their service
across the world. In this way, it will increase 15-36% transaction size and also increase the
customer loyalty. The growing e-commerce market as the key reason which is needed to
implement omni-channel strategies.
In 2013, It will increase the omni-channel strategy in the smartphones. Many people used
the smart technology for the purpose of competitive research to determine the competitive
pricing. After later, Marketing leads the omni channel that must be used for brands and
organization. This channel is giving the shape of future online business and enhanced the
customer experience. In this way, many organizations are used this marketing concept to
increase their business process all over the world. Secure trading firm is identifying the
consumer experience towards the services. It will create better experience for users in order to
get all the details they need to purchased services. Omni channel marketing is successfully
understands the demand of consumers and then comes down to utilize the data in proper manner.
Secure trading organization is segments the audience those consumers into groups and
understand the path of service.
Nowadays, omni-channel marketing has become the success of organization with engage
with the customers through distribution channel such as mobile application, website online
service etc. Sometimes, there are some significant challenges occurs in the market when firm
shifting to the omni-channel strategies to identify the experiences of users. These strategies were
helped for firm to determine the account and their facts related the consumer engagement (Paul
and et.al., 2018). They also ensure about the consistent experience of users at every time. In this
way, customer look for receiving the personalized interactions and conversation with the brands.
There are some practices of omni channel marketing includes
 Developing a unique and best omni-channel infrastructure with the collaboration among
the different departments.

 Adopting the new concepts and technologies which makes sure to optimize for
smartphones and enable the consumer to stop directly from the social media platform or
sites.
 This channel will be collecting the details of personalizing experience and also offering
the most appropriate and convenient interaction as possible ways.
 It is segmented the audience on the basis of demand and requirement which is necessary
to easily calculated the overall cost.
Omni-channel marketing must be related the customer and organization have unprecedented to
easily access the digital technology and distribution channels. The entire world has created the
large number of data regarding the organizations and consumers. Omni-channel strategies are
better to manage, understand and exceeds the expectations of customers.

Research and development is a type of an approach that help to identify the marketing
strategy towards the growth in global world. It is also known as chronological approach and
many organization can use this technique to apply the concept in marketing strategy. It is the
most efficient process to determine the market value, trends etc.
Research and development approach can be occurred in both offline and online mode
because in earlier, enterprises has used the research through television and Magazine etc. In
past, Magazine or television are the marketing options to promote their services and product in
global world. At present, enterprises has moved towards the online marketing which are the
efficient technique to promote the product and services. Social media network is the largest
online medium that can use for the purpose of marketing.
LO4
P7 Evaluate the measurement techniques and performance metrics in digital marketing
The measurement of digital campaign performance is the important concept that help for
promoting the business services. It also helpful for measure the performance of digital marketing
(Rohm Stefl and Saint Clair, 2019). In this way, users are exposed to overwhelming the amount
of information on daily basis. There are various type of analytic tools allows measuring the
overall new sessions, this will help to show the effectiveness in engaging with the customers.
The Secure trading organization is needed to determine the objective of business by digital
marketing metrics. There are different type of measurement technique.
Traffic Generation- Secure trading is measuring the traffic to website which is the most
important tool for gauging the effectiveness of search engine optimization but firm can get more
information measurement by individual pay per click campaigns. There are large number of
consumers visit the website. If the campaign is healthy, these visits should increase the
popularity.
Click- Thru rate- It is a type of ratio of people those who click on the particular link to
the number of overall users who view emails, advertisement and web pages. It is commonly
applicable for measuring the success of online advertisement campaign for website of secure
trading organization (Saura, Palos-Sanchez and Correia, 2019). It is based on the traditional
measurement of key performance indicator ha been click thru rates, It can display the large
advertising. This indicator is under-stable for consumers. It should be used in the combination
with other metrics for identifying the accurate information through banners.

Cost per click – Cost per click is an internet advertising model that used to directly
traffic on website. It is commonly associated with the PPC in terms of first tier search engines. It
is typically bid on the keywords phrases which are relevant to the target market. This technique
is calculated by dividing the overall cost of clicks on the advertisement by the total number of
clicks. The cost of each click is determined by the keywords. It is high relation with the
conversions and check the keywords to adjust them on the basis of work. Secure trading firm is
also used for analytic program to guidance.
Cost per lead- This measurement technique offers many details about the effectiveness
of marketing channel and their distribution. For Example- It can be determined the total number
of leads generated and identify the value of campaign. Secure trading firm spends $1200 on the
PPC campaign and convert into the many users, if the cost per lead $200. This is very high cost
as comparison to the service price.
Social Metrics- Social metric is generally exposure and measured by the interactivity and
mentions. Secure trading is generates a million of new followed but some few are interactive,
retweeting and sharing the details. It technique should includes the comments, channel view,
followers, subscribers, retweets and relevant to the social media tools. When it comes to the
social media platform, the rate of growth in increasing day by day.
Performance Matrix in digital marketing
Digital marketing Matrix is the important that can use by the marketing team to identify
or measure and track all the performance of marketing campaign. Marketing team can use
different type of tools that help to promote their services in marketplace. For creating a digital
marketing KPI, it easy to target the people and achieve goals and objectives. There are some
digital marketing Matrices for managing and controlling the business operations.
Web traffic Source – Traffic source is a type of report that provide a brief idea about the
source when data send from one place to another. Traffic flow into the website through search
engine, network, campaigns and buttons.
Brand awareness- it is the important factor in digital marketing metrics to provide the
information related services. In this way, it is a key consideration in the customer behavior and
brand management planing or strategy development.

Cost per lead- it is based on the performance advertising and online advertising model
such as cost per impression. Marketing team is identify the lead generation on the basis of online
advertising payment model.

P8 Set of actions are improved the performance in digital marketing
Secure trading always try to improve the performance of digital marketing concept
because it is required for increasing the popularity and awareness about the brand. Digital
marketing is delivered the higher conversion rates in up-to 20.8 times better revenue growth of
enterprises with the help of marketing strategies (van and Lurie, 2018). With this much growth
and development, secure trading now have up to 3.4 times gain better opportunities for
expanding the business and also increasing the workforce.
 The standard targeting approach is based on the site targeting when secure trading used
and don't deliver advertisement with higher level of consumers. Site based targeting in
the simplest form of digital marketing to server ads on the website so that customers are
visiting at that moment. It is needed for organisation to collect the information by
advertisers.
 Behavioural targeting is the advantage of business process to identify the users those who
shows their interest towards online business. In this way, they are directly indicated to the
organisation and shows their interest towards the service of secure trading. Behavioural
targeting includes the decision whether to buy a good impression on the users. Secure
trading organisation is mainly tracked all the details of consumer by online actions. It
also ensures that customers are not retargeted those who already shows the interest
towards the particular service.
 Data driven of advanced behavioural technology is determined and engage with the
consumer across the world by using digital channel. While advanced technology at first
might appear to present an improvement of digital marketing concepts (Wollenburg and
et.al., 2018). It is the first step to change the capabilities that has the target the potential
to deliver the substantial increases in the effectiveness of targeting and customer
engagement. In this way, it will increase the performance of marketing by finding the
new pools of high value customer demands.
 Secure trading organisation should focus on the building business that assets to success
such as website traffic, brand awareness, influence of social media and operates own
database system. These are source of digital marketing to promote the tools and platform
in marketplace therefore, the organisation has been developed their strategies for

increasing the performance of digital marketing. It is the most common factors that help
for providing the details and information to the customers. Secure trading is measuring
the performance of digital marketing by using key indicators and platforms.

CONCLUSION
As per discussion, it concluded that Digital marketing is the best approach for promoting
the product and service in marketplace. This report is used the digital channels such as Social
media, Search engines websites and email to connect with the customers. Digital marketing is
making plan and strategy to build the multi channel capabilities to transmit the signals from one
device to another. It summarised the omni channel that help for expanding the business and uses
measurement technique to identify the performance of digital marketing.

REFERENCES
Books and Journals
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management, 46(7),
pp.598-614.
Domazet, I.S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital Marketing
in the Banking Industry. In Managing Diversity, Innovation, and Infrastructure in Digital
Business (pp. 20-40). IGI Global.
Laverie, D., Humphrey, W.H. and Bolton, D.E., 2018, May. Integrating Customer Journey
Mapping and Integrated Marketing Communications for Omnichannel and Digital
Marketing Education: An Abstract. In Academy of Marketing Science Annual
Conference (pp. 205-206). Springer, Cham.
O'Connor, H and et.al., 2018. Drivers of Creativity Within Advertising Agencies: How
Structural Configuration Can Affect And Improve Creative Development. Journal of
Advertising Research. 58(2). pp.202-217.
Paul, P. and et.al., 2018. Business Information Sciences emphasizing Digital Marketing as an
emerging field of Business & IT: A Study of Indian Private Universities.
Rohm, A.J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education,
p.0273475318798086.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital Marketing Strategies Based on
the E-Business Model: Literature Review and Future Directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
van Laer, T. and Lurie, I., 2018. The Seven Stages of the Digital Marketing
Cycle. Contemporary Issues in Digital Marketing: New Paradigms, Perspectives and
Practices (2018).
Wollenburg, J. and et.al., 2018. Configuring retail fulfillment processes for omni-channel
customer steering. International Journal of Electronic Commerce. 22(4). pp.540-575.

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