Digital Marketing Report: Tactics, Action Control, and Analysis

This report provides a comprehensive analysis of digital marketing strategies for ODEL, a public retail company. It begins with an introduction to digital marketing and its importance in today's competitive landscape, emphasizing the use of the internet, social media, and mobile channels to connect with customers. The report then delves into the tactics ODEL can employ, including determining their target market, content strategy development, website optimization, and customer management systems. It highlights the importance of benchmarking and employee training for effective strategy implementation. The digital marketing mix, encompassing product, price, place, and promotion, along with process, people, and physical evidence, is examined in detail, providing specific recommendations for ODEL's online presence. Finally, the report outlines an action plan and governance structure, including social media platform selection, community engagement, and the use of KPIs and marketing metrics for analytical assessment of objectives. The report concludes with a summary of the key findings and recommendations for ODEL's digital marketing efforts.

Digital Marketing

Contents
INTRODUCTION...........................................................................................................................3
TACTICS.........................................................................................................................................3
Implementation strategy:........................................................................................................3
Digital marketing mix:...........................................................................................................3
ACTION CONTROL.......................................................................................................................5
Action plan and governance:..................................................................................................5
Analytical assessment of objectives:......................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is associated with the use of internet, social media, mobiles and various other
channels for communicating with the customers so that they can be made aware about the
offerings of the company (Chaffey, 2019). With the growing level of competition and changing
taste and preference of the customers the organisation is focussing upon digital marketing
because with this they can ensure efficient reach to the customers. In this report the organisation
that is taken into consideration is ODEL which is a public retail company offering retail
garments trade. This report includes the tactics that will be adopted by them along with the
action control for accomplishing their marketing objectives.
TACTICS
Implementation strategy:
For efficiently implementing the strategy it is important for ODEL to determine their target
market, all the channel partners, to develop the content strategy, optimisation of the website of
the company, development of various customer management systems etc. Further the
benchmarking must be done by the company with the help of which they can determine the
standard of the performance and can establish targets that they have to achieve from the
marketing plan. Such benchmarking will facilitate them in improving the overall productivity
and profitability of the organisation (Kingsnorth, 2019). All the planned strategies will be put
into action by providing significant communication and trainings to the employees so that they
do not resist the change. Also manpower must be encouraged in such a manner that they serve
the customers better with the help of customer service agents so appointed by the company. To
develop better coordination with them meeting must be organised in which they will be provided
information regarding various strategies that they have adopted for accomplishing the objectives.
Digital marketing mix:
Digital marketing mix is a set of tool with the help of which the company can formulate
various strategies with which they can ensure the achievement of the marketing objectives by
efficiently targeting the customers. It includes four elements such as product, price, place and
promotion along with process, people and physical evidence (Chaffey and Smith, 2017). The
digital marketing mix for increasing the sales of the products offered by the company online is
given below:

Product The products that are offered by the ODEL for women include cloths,
accessories, cosmetics, perfumes, bags, shoes etc. While the products that
are offered for men includes sportswear, shirts, watches, shoes etc. In
addition to this a wide range of handicrafts are offered by them along with a
range of dining options. At the time of focussing digital marketing they need
to consider marketing of all the products separately as well as collectively so
that the customer will get to know about all of their products with detailed
description.
Price The products that are offered by the ODEL are on the considerable prices
due to which the focus of the company must be on the providing
comparative view to the customers in context of prices. The offerings can be
provided to the customers with price skimming strategy as with this they can
efficiently serve the price sensitive people as well as price conscious people
in the market. The must ensure real time pricing update on their website as
with this the client can determine the cost at their location as per the taxes
applicable in their state (Durmaz and Efendioglu, 2016).
Place and
relationship
The ODEL must ensure their presence on each and every platform such as
social media, online forms, emails, etc. so that they can ensure prompt
respond to the customers as well as can respond to the negative reviews also.
With presence on platform the accessibility of the customers to the
organisation regarding the stock within the store can easily be analysed by
the customers which can purchased either through the physical store or
online shopping. So they must focus upon integrated marketing approach
due to which they must focus upon different platform.
Promotion The promotion is must for attracting the potential customers and for this
variety of promotional techniques must be adopted by ODEL such as posts
and advertisement on various social media platforms such as Facebook,
Instagram, Twitter, Pinterest etc. They can run various campaigns for
promoting different occasions like Mother’s day, Father’s Day, Christmas,
Halloween etc. In addition to this for promoting their products the company

must ensure digital word-of-mouth through various bloggers, business
listing, forums, wikis etc. Also the company need to emphasis upon the
organic search results, paid and sponsored listings with which they can
resolve the confusion and can impart better information about their products
and services.
People The people who will be managing the online process of the ODEL must be
trained efficiently so that they can manage it properly. Also it will facilitate
them to ensure customer satisfaction as the services to the customers with
prompt reply, frequent deliveries due to better process can be made (Liu,
Perry and Gadzinski, 2019).
Process ODEL need to focus upon the process of their delivery which can be done
with the help of software as it will facilitate them to track the process. In
addition to this the emphasis must be laid upon the procedure of resolving
the customer complaints and the management of the feedbacks from the
customers.
Physical evidence The physical evidence will be the website, advertisement on various online
platforms, the logo of the company in the pop-up and mails and many more.
ACTION CONTROL
Action plan and governance:
Action plan for this marketing plan includes the following considerations:
 Determination of different social media platform for different products along with
different techniques such as for clothing facebook, instagram is better option in which
promotion can be done through advertisement and posts along with various stories on the
page (Behera, 2020).
 Tweet and retweet can be done for different pages as this will enables the customer to
easily compare their offerings with other in terms of quality and prices.
 The community engagement and management must be focussed upon and it can be done
by commenting on the relevant post and pages so that it can grab the focus of the
customers.

 Follow back the users can facilitate the ODEL in analysing their requirements and taste
and preferences with which they can make changes in their promotional techniques.
Analytical assessment of objectives:
For analysing the objectives the technique of KPI i.e., key performance indicator must be
used along with various marketing metrics as with the help of this they can identify the key
indicators such as sales growth, changes in the profit, change in market share etc. The changes in
the performance of these indicators will facilitate to determine the effectiveness in plan
implementation for achieving the objectives of the organisation (Liu, Perry and Gadzinski,
2019). In addition to this the social media engagement, SEO performance, customers spend
through the digital advertisement and campaign also will enable them to determine the efficiency
of the organisation in context of objective accomplishment.
CONCLUSION
It is concluded from the above report that the organisation must be taken into consideration
various aspects so that they can achieve their goals and objectives. To accomplish the marketing
goals and objectives various strategies are formulated related to the products, prices, place and
promotion. With the increasing use of internet the organisation focussing up on adopting internet
for all these and for this promotion is done through social media platform such as facebook,
instagram etc. Also it is concluded that various implementation strategy and action plan must be
formulated so that the plan can be put into action with the help of techniques such as
benchmarking and many more.

REFERENCES
Books and Journal
Chaffey, D., 2019. Digital marketing. Pearson UK.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Durmaz, Y. and Efendioglu, I.H., 2016. Travel from traditional marketing to digital
marketing. Global Journal of Management and Business Research.
Behera, R.K., and et. al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53, p.101799.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for
luxury fashion brands in China. Journal of Brand Management, 26(4), pp.395-409.