Digital Marketing Strategy for Health & Safety PPE Equipment Firm

This report assesses the implementation of digital marketing for a health and safety PPE equipment company targeting small and medium-sized construction firms. It details the required system setup, including hardware, software, and database components, alongside essential tools such as social media tools (e.g., Sprout), email marketing tools (e.g., MailChimp), website analytics tools (e.g., Google Analytics), and Cognitive SEO tools. The report highlights the benefits of these tools, including global reach, cost reduction, measurable results, personalization, and improved sales rates. Recommendations for mitigating market competition risks are provided, focusing on attractive web design, search engine optimization, and effective use of online media. The conclusion emphasizes the significant impact of digital marketing on business growth and the potential for future e-commerce implementation.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING
Table of Contents
Introduction:...............................................................................................................................2
System and Tools for Digital Marketing:...................................................................................2
Benefit of the Solution:..............................................................................................................4
Global reach:..........................................................................................................................4
Lowering the Cost:.................................................................................................................5
Measuring and tracking results:.............................................................................................5
Personalization:......................................................................................................................5
Improved Sales Rate:.............................................................................................................6
Recommendation:......................................................................................................................6
Attractive Web Design:..........................................................................................................6
Optimization of Search Engine:.............................................................................................6
Using Online Media:..............................................................................................................7
Conclusion:................................................................................................................................7
References:.................................................................................................................................8

2DIGITAL MARKETING
Introduction:
Digital marketing is the new innovation in the field of marketing. The main media
used in this systems is the internet. This Digital Marketing can help to connect various
peoples from various locations (Ryan, 2016). Also, the Digital Marketing can be defined as
the summations of various digital tactics to attract the customers where the customers can
spend a vast amount of time to view the marketed product. Various types of digital marketing
are the email marketing, e-commerce, digital advertising etc.
In this paper, Digital Marketing implementation for a health and safety PPE
equipment organization will be evaluated. The main target of this organization is the small
and medium size construction company. The company is well established in this segment and
is ready to implement the digital marketing system.
For the explanation how this digital marketing will be implemented in this case, this
paper will discuss the system setup and the tools which need to be set up for this
implementation process. After a successful implementation, the benefits of this solution will
be discussed, and lastly, some approaches will be recommended to reduce the market
competition risk.
System and Tools for Digital Marketing:
To develop a perfect system for a digital marketing implementation four things are
needed to be considered. These four things are the hardware requirements, software
requirements and database support to store the data of various products. The full system of
the digital marketing can run on various platforms (Frick, 2013). In the hardware section,
specific list of hardware is required which is necessary for running the software. This
includes a server system to serve the clients who are the customers. The software system
which includes an operating system that is capable of running various types of tools required

3DIGITAL MARKETING
for the digital marketing system. Also, a database is required for storing the data gathered
from the sales and from the market.
There are various tools available which are required for a successful digital marketing
implementation (Tiago & Veríssimo, 2014). In this section, the most essential tool required
for the digital marketing will be discussed.
 Social Media Tools: Social media tools is one of the great tools for the digital
marketing. As from the recent research, Facebook has a huge number of active users.
In that case, the social media becomes a major tool to reach the maximum number of
peoples in a single instance (Wamba & Carter, 2016). One example of this type of
social media tool is the Sprout. The Sprout helps the companies to engage with its
customers directly by using an electronic medium. So this tool is needed for more
customer engagement which can increase the number of sales.
 Email Marketing Tools: The email communication medium stared in the year 1971,
and it is continuously growing over recent past years. It is estimated that this growth
will increase more in the upcoming years (Testa et al., 2015). So, in this case, the
email marketing tools become an essential tool for the digital marketing. One
example of this email marketing tool is the MailChimp. MailChimp sends emails to
the targeted customers of a particular product (Shivdasani, 2014). This email is sent
by the companies and by the organisations, and all the email is handled by the
MailChimp. These tools need to be implemented in the digital marketing as it helps
to approach a huge number of customers and simply it can grow the interest in the
product to the customer.
 Website Analytic Tools: Analysis of the organization website is essential for the
business implementations as this is able to track the performance of the organization
webpage (Bekavac & Praničević, 2015). An example of this type of analytic tool is

4DIGITAL MARKETING
the Google Analytics. The Google Analytics can help to determine the source of the
visitors and frequency of the visitors (Clark, Nicholas & Jamali, 2014). It also can
evaluate the most popular section of the organization website and the reason behind
the visitors are leaving the page. This tool is essential in the sense that it can assess
the required improvements of the webpages and can help to determine visitor source
to identify the potential customers of the product.
 Cognitive SEO tool: The Cognitive SEO tool can be used in the digital marketing
implementations. This tool can be used for comprehensive analysis of the core digital
marketing metrics. This tool can be used for digital marketing because it is very
much helpful for the marketing SEO agencies. This Cognitive SEO offers multiple
sites, multiple tools at a cost fraction. Other features of this Cognitive SEO in the
digital marketing is a full backlinks audit, unnatural link detection automatically,
research tool for keyword and daily update of rankings.
Benefit of the Solution:
The main target of all the above given solutions is to effectively reach to the targeted
customers of the organization. The tools which are proposed for the digital marketing
solution has various benefits for the organization. These benefits are:
Global reach:
The social media tools and the email marketing tools are giving a major benefit to the
organization in the case of global market reach. The social media is approaching a vast
amount of peoples around the world using its interface (Okazaki & Taylor, 2013). Whenever
the targeted audience becomes large in size the number of sales automatically get increased.
Also, the popularity of the product also increases when it reaches a large number of people.
In this two way, it is benefiting the organization.

5DIGITAL MARKETING
Lowering the Cost:
The tools used in the digital marketing is different from the traditional marketing
technique. As this tools of the digital marketing technique can reach to vast amount of people
in an effective way, it automatically decreases the total marketing cost of the product as all
the marketing has been done in an electronic way in the used tools (Chaffey & Smith, 2013).
A lower cost of the product to a vast amount of people will defiantly increase the sales rate of
the product, and the organisation will benefit more as the revenue generated from the sales
will be higher.
Measuring and tracking results:
In this proposal for the digital marketing tools web analytics tools is proposed as it
can generate various benefit for the organization. Using this web analytics tools of the digital
marketing, it becomes very easy to determine the effectiveness of the campaign. The web
analytics tool can generate precious information about the customers who are visiting on the
website and collect the data about how they are responding for a particular product listed on
the website. This detailed information can help the company or the organisation to rectify its
problems on the website and can give an outline of how this services can be improved which
actually helps the organization in the business planning.
Personalization:
The digital marketing technique uses a database to store the information about the
customer visit to the webpage. In this database, major information about a customer is saved
such as browsing the history of the customer, most searched products and the shopping
tendencies of the customer. By analysing those data, the organization can give exclusive
offers to the individual customers (Calo, 2013). Exclusive offers are more likely going to be
accepted by the customers as they were previously interested in that product. Thus this

6DIGITAL MARKETING
proposed technique can help to increase the number of sales which will benefit the
organisation financially.
Improved Sales Rate:
The technique of digital marketing is different from the traditional marketing
technique. The traditional marketing technique uses an offline store for product sales which is
limited to a specific area. Unlike the traditional marketing technique, the digital marketing
technique uses an electronic way to reach to its target customers. The tools required for
reaching to the customers in a digital way is already proposed in this proposal document.
Electronic way of reaching to the customers covers a broad range of operation with a less
effective price. Also, the Cognitive SEO tools which are also proposed for the digital
marketing can help by cooperating with the marketing SEO agencies which helps to improve
to sales rate.
Recommendation:
Based on the above proposal some recommendation can be given to the health and
safety PPE equipment company to reduce the risks of the market competition. The
recommendations are:
Attractive Web Design:
In this proposal, it is recommended that better and attractive design of the product webpage
or the sales webpage can attract more customers. Whenever two companies offer a same
product on the same price tag, the organization which has a more attractive presentation of
the product gets more sales. Thus the attractive page can help to mitigate the risks of
competition.

7DIGITAL MARKETING
Optimization of Search Engine:
Only an attractive webpage is not only the way to mitigate the risks of the
competition. With that, the search engine optimization is also required. The search engine
optimization is something which can increase the number of the visitors in the webpage by
ensuring that the webpage is listed in higher priority when a relevant search has been done
using the search engine (Zilincan, 2015). Improving the contents of the webpage can help to
improve the rankings of the webpage. Thus it is recommended to optimise the results of the
search engine.
Using Online Media:
Using the online media in an effective way can give the organization an edge over to
its competitor. The organization can use the online media for the promotion purpose of the
product by showing ads in relevant sections and by redirecting the customers to the product
page. So the online media is recommended for competing with the market rivals.
Conclusion:
From the above discussion, it can be concluded that the digital marketing has a huge impact
on the business aspect of an organization. Digital marketing helps the organization to bring
the innovation to the existing system by implementing new technologies. In this proposal for
digital marketing implementation how the digital marketing tools can be used is discussed
thoroughly. How this tools can benefit the organization in various way is discussed in this
proposal. Further, some recommendation has been proposed to reduce the risks to the
organization due to the competition in the online space. Implementing this digital marketing
proposal can help the businesses to grow more in the near future by implementing the
ecommerce feature.

8DIGITAL MARKETING
References:
Bekavac, I., & Praničević, D. G. (2015). Web analytics tools and web metrics tools: An
overview and comparative analysis. Croatian Operational Research Review, 6(2),
373-386.
Calo, R. (2013). Digital market manipulation. Geo. Wash. L. Rev., 82, 995.
Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.
Clark, D. J., Nicholas, D., & Jamali, H. R. (2014). Evaluating information seeking and use in
the changing virtual world: the emerging role of Google Analytics. Learned
publishing, 27(3), 185-194.
Frick, T. (2013). Return on engagement: content, strategy and design techniques for digital
marketing. Focal Press.
Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: theoretical
challenges and future directions. International marketing review, 30(1), 56-71.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Shivdasani, N. (2014). A/B Testing in MailChimp: 7 Years of Successful Experiments.
Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2015). Why eco‐labels can be effective
marketing tools: Evidence from a study on Italian consumers. Business Strategy and
the Environment, 24(4), 252-265.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business Horizons, 57(6), 703-708.

9DIGITAL MARKETING
Wamba, S. F., & Carter, L. (2016). Social media tools adoption and use by SMEs: An
empirical study. In Social media and Networking: Concepts, methodologies, tools,
and applications(pp. 791-806). IGI Global.
Zilincan, J. (2015). Search engine optimization. In CBU International Conference
Proceedings... (Vol. 3, p. 506). Central Bohemia University.