Digital Marketing Report: Strategy, Tactics, and Situation Analysis

This report provides a comprehensive analysis of digital marketing in practice, focusing on Pi Data metrics, a digital tool company. It begins with a situation analysis, examining market trends, customer preferences, and the competitive landscape through methods like PESTLE and competitor reviews. The report then outlines SMART objectives for the company, including increasing brand awareness and lead generation, and discusses strategies and tactics such as integrated marketing communications and targeted advertising. It emphasizes the importance of understanding the target market and utilizing digital marketing tools and channels effectively to achieve business goals. The analysis covers earned, owned, and paid media, highlighting the significance of each in building brand presence and driving sales.

DIGITAL MARKETING IN PRACTICE -
INDIVIDUAL REPORT AND
POWERPOINT PRESENTATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Presenting Situation analysis..................................................................................................3
Presenting Objectives................................................................................................................5
Describing Strategy and Tactics.............................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing can be define online promoting of goods and services to the
targeted audience. This is one of the most effective approach of marketing that
allows the organization to generate more profit. The present report is based on
Pi Data metrics provides various digital tool such as content performance platform
to the other company. Along with this, study will discuss about the situation
analysis as well as objectives such as lead generation and SMART goals that
are required in digital marketing plan. Furthermore, strategy and Tactics will be
analysed that are required in making appropriate digital plan. Lastly, study will also
discuss about the action and budget that will be required for conducting
digital marketing plan.
MAIN BODY
Presenting Situation analysis
Situation analysis is a process that helps the business in identifying the
opportunity and challenges that can arise from external and internal analysis.
However, this process is very crucial before launching new products in the
market as it helps the organization to analysis the market condition. There
are few things that need to keep in mind for conducting the situational
analysis. The first step is to analyse the customer such the taste and
preference (Alam, Wang and Waheed, 2019). Moreover, company can make use of data
analytical tool in order to identify it’s needs and demands. Along with this,
organization can also conduct customer survey to learn more about their
audience. Another step that Pi data metrics has to follow is to analyse about
the product by taking feedback from the audience so that it can understand
whether the product is fulfilling the customer needs or not. Pi Data metrics
has to analysis the market trend as it will help the organization to
understand the market condition (Bormane, 2019). Along with this, it also very
important for the company as it helps in identifying the past, present and
future behaviour of consumer as well as market condition. However, the main
aim of analysis the market trend is to investigate about the customer

presence and macroeconomic environment. However, Trend analysis can be done
through conducting surveys, interview and feedback form the customer that
helps in understanding the market. It also a sublet of PESTLE analysis as
it analysis about the external factors that affect the market situation ( Giunta,
2020). Along with this, market trend analysed about the trends in consumer
behaviour if PI data metrics is able to make the product according to
customer choice that results in increasing the sales. However, digital
marketing such as social sites will help the organization in identifying
the consumer behaviour on the basis of their purchase. In addition, to this,
trends in industry cost drivers such as business need to aware about
changes in the price so that it can find alternative idea that can reduce
the excessive cost of production (Mejía Trejo, 2018). PI data metrics can make use
of new trends such as Artificial intelligence, virtual assistance, personalized e-mail
in order to attract more and more customer as well as this trend will also
contribute in accomplishing the goals of the company more effectively.
Furthermore, for situation analysis has to focus on market growth that will help
the company in identifying the rate at which market size is growing. It is
one of the most important part of situation analysis before launching new
product and development in the specific market (Negoiţă and et.al., 2018). However,
for covering the large are of market organization has to create awareness so
that it can attract more and more customer. Along with this, digital
marketing will help Pi Data metric in order to promote their product in local as
well as international market. In addition, to this, organization can make use
of digital technology such as social sites likewise Instagram, Facebook as it
will allow the company to share their company information. It will also
help organization to promote and sell their product on online platform.
Along with this, company can use feature such as paid advertisement in
order to create awareness about organization in market. That will contribute in
increasing the growth of the market.
Moreover, consumer review helps the organization to know about the strengths
and weakness of the product that has been introduced by the company.

Along with this, it also a crucial part for situational analysis as it helps
the firm in identifying the taste and preferences of the firm. In addition, to
this, competitor review helps the organization to know about the market
position of the company in the competitive market ( Purba and et.al., 2021).
However, digital marketing will help Pi Data metrics to increase the brand
position of the firm in the competitive market.
Presenting Objectives
The main objective of Pi data metrics company is to generate lead in the
competitive market. However, organization is making use of digital marketing
in order to accomplish this goal. Along with this, digital marketing can be
define as online platform that allows the company to sell and promote their
product on various social site. In addition, to this, the main objective of digital
marketing is to increase the sales that can be achieved by using KPI tool.
That help organization in identifying the performance of the firm in external
market. Along with this, the another aim is to improve the conversion rate
such as company can make use of google analytical tool that will help the
company to track the goal (Rameshand Vidhya, 2019). Moreover, organization will
also try to accomplish the goals such as percentage of return of visitor. That
means analyzing number of visitor that are visiting on online site.
Furthermore, all this objectives can be accomplished by the company by using
various digital tools. Moreover, marketing communication includes direct marketing,
branding, sales presentation etc. the concept of marketing communication is
to connect with the audience in order to give them company message.
Along with this, the main objective of communication is to compete and
convince the stakeholder and consumer as well as to provide true and accurate
information to them. In addition, to this, Pi Data metric can make use of digital
marketing such social sites in order to communicate information to
customer. However, communication objectives of Data metric is to create
awareness in the market as well as promoting brand product and services.
Communication objectives:
 To increase the brand Awareness

 To Increase the lead generation up to 6 months.
Furthermore, SMART objective is consist of particular goals that will
directly contribute in reaching a business goal in effective manner. It is
considered as foundation in digital marketing plan.
SMART GOALS
 To increase the sales by 10% in the competitive market.
 Measure the sales by comparing it from last two years.
 To make use of digital marketing
 It is relevant to company as it will contribute in increasing the brand
awareness.
 Time required will be 6 months
CSF and KPI
These are known as improvement tool that helps the organization to measure the
productivity and performance of the firm in the external environment. The CSF
is known as Critical success factor that is very necessary in order to accomplish the
goals of the organization in limited frame of time. while on the other hand,
KPI is known as key performance indicators that are used to measure the success
of the organization. However, if CSF is missing then organization will not be able
achieve the goals (Ray Chaudhury, 2021). Thus, both this tools are necessary in
order to keep the company on the track. Moreover, the major difference between
CSF and KPI is performance indicators reflects the overall growth of firm
while CSF helps in finding the cause of the success. Along with this, KIP
is identify the performance of the management and helps in measuring the
objectives of firm. On the other hand, CSF provides with the action that
need to be taken for success of company. However, CSF factors can be form
external as well as internal environment that can affect the growth of an
organization in negative and positive way.
Describing Strategy and Tactics
Integrated digital marketing and communication:

It can be describe as process that are used for building unity between various
marketing communication elements. Such as social media, business development as well
as public relation and advertisement. The message of company has to remain
consistent between on all the media channels. However, the concept of using marketing
communication is to deliver the message to the customer as well as to engage with them.
Along with this, it will allow Pi Data metric to increase the brand identity in the market as
well as to engage with customer that contributes in building healthy relation with them.
however, social sites plays major role in delivery the content and communicating
with the stakeholders and target audience (Richards and Marshall., 2019). The social
site allows the organization to display their advertisement such as blogs and
newspaper editorials that contribute increasing the leads.
Furthermore, the message of Pi Data metric is “Let’s grow your business together”. This
will allow the organization to attract more and more customer as well as create
brand awareness in the market.
Target Market: Every company has to segment their customer so that it can
easily fulfil their needs and demands. The division of customer is on the basis of
demographic, geographic, behavioural and psychographic. However, PI data metric is currently
making use of digital marketing thus it will cover the global market. Thus, it
has to provide great quality of services in order to increase their sales. Along with
this, PI data metric will provide their services to all age and specifically to IT
company. In addition to this, it will majorly focus on the customer that has issues
related to information technology (Schiele. and Chen, 2018). Along with this, the targeted
audience of organization will be high level income people as product and services
provided by PI Data metric will be premium. The customer person is basically a
representation of target customer the main purpose of user person is to understand
the needs of the customer. In order to manage the product management.
The organization has decide to sell products such as SEO software suit as well as SEO
Data. The organization has decide to sell this products as it is in demands of IT
company. Along with this, this tool will keep track and record the data of SEO.
Branding and position:

The organization can make use of social media marketing that will
contribute in increasing the brand position of the firm. The organization can
make use of the perpetual mapping that can be define as chart that is used by
the market researcher and company to depict about the views of the customer and
feel about the given brand (Sokolova and Titova, 2019). Along with this, PI Data metric
can make use of social sites, E- mail marketing that will help the organization to
create awareness about the company in the market. However, digital
marketing will allow company to sell products and services online as well as
allow firm to cover large area of market.
Digital marketing tools and channels
Digital marketing refers to the online marketing which are help for promoting the own
brand which are help for connect with the help of potential customer that are using internet and
other digital resources. There are various examples of digital marketing such as social media,
web advertisement, emails etc. and also included the marketing channels and multimedia
messages (Saura, 2021). There are mainly three types of marketing channel such as earned media,
owned media and paid media.
 Earned media refers to the exposure and publicity that are gained from methods which
are other than paid advertisement, it is also called online word of mouth. This help the
organisation that show the ranking on SEO (search engine optimisation).
 Owned media refers to there are the web property which are help to make the brand
unique. The main examples of this are websites and its extensions for the brand.
 Paid media refers to the marketing for which organisation has to pay, this is used for
promoting content in context to drive the earned media (Bala and Verma, 2018). It is
referring to create traffic on the website and helps to increasing the consumer reach.
There is different application which are as twitter, LinkedIn, Facebook etc. For
retargeting PPC (pay per click) it has driving the researcher that are owned this types of
site which are increase the traffic of Pi Datametrics.
Social Media Marketing
Social media marketing refers to the marketing which are help for social network and
social media for the product and services of the company. It is providing engagement for the
existing customer that are helps to reach new customers in order to promote the products. Pi

Datametrics has increases the engagement with customer in order to provide them proper and
related contents which are help them to increasing the reach of the company. There are different
types of application which are used by Pi Datametrices.
Instagram- This is one of the popular application that are help for selling the product or
services and promote it via digital tools (Matta, Gupta and Agarwal, 2020). Also, this application used
by the organisation for promoting the work what they are doing and related to their target
customer. This is help for creating the unique content and great post so that people are liking it
and share to their friends and family. The hashtag regarding the Pi Datametrics is related to the
#SEOPi this hashtag work well for the company also there are so many people who are visit the
site on the daily basis. Moreover, this application is help to get information about how ,any

people are likely to visit and there are 57 percent of females are the post.
LinkedIn- The application is helps for build the credibility and creating the meaningful
network, there are more than 40 million organisation are used LinkedIn in order to operate the
business. There are all the related post such as when someone newly joining the organisation will
post on the LinkedIn so that there are billions of people saw the post and go through to the
websites. There are more 3 million followers on the LinkedIn and they increase the productivity

of the company. It is also known for the paid media because this is charged for the services
provided by them (Paul and Aithal, 2018).
Lead generation techniques-
Banner advertisements-
Banner advertisement is referring to the page which shows all the related contents that are
used by company there are large number of companies which are using banner advertisement for
promoting the services. Pi Datametrices are use this banner advertisement for creating awareness
for the people that are all the services is provided by the company. It is also help the organisation
for high visibility and this is help to increase the productivity. This attract the customer and short
information are help the customer to understand about the other metrics.
CRM-

Customer relationship management is refers to the technology that are help to managing
the interaction and relationship with the potential customer. The goal of the CRM is to grow the
business. There are stages of CRM that records all the meetings, mails, calls that are helping the
organisation in order to improving the services (Kaur, 2017). This is also help for driving the sales,
improving customer services and increasing the revenue of the company.
Emails-
CRM Email are referring to the email marketing which are used for making it
personalised by making it efficient in order to effective marketing on the basis of prospective
clients. This is including with B2B customer that are larger niche.
Action-
Timing
Time
(2022
)
Janua
ry
Febru
ary
Marc
h
April May June July augus
t
Septe
mber
Octob
er
Nove
mber
Dece
mber
Social
media
Instag
ram
Linke
dIn
Lead
gener

ation
Bann
er
Ads
CRM
Email
s
Budget-
Elements Amount
Advertisement $20000
Registered blog domain $45000
Software $32600
Transportation $15600
Total $1,13,200
Control-
For controlling it is important to identifying the sales with the help of KPI indicator in
order to analysing the SMART objectives that should followed by the company. It is essential
part of the business that know about the prospectus of the organisation. The prospects of the
organisation is refers to prospects are given the information regarding that sales that are optimise
by the organisation. With the help of KPI there are several indicators which are depend on the
demand of the client (Weideman, 2017). It is also help for predicting the capability of the business.
For Pi Datametrices there are highest demand is depending on the social media marketing. By
social media marketing it can be increases the reach of the customer that are also increases the
sales of SEO.

CONCLUSION
It has been concluded that digital marketing is help the business in order to promoting the
product and services of the organisation. The report discussed the SMART objectives of Pi
Datametrices that are need to improve within 2 years and also there are defined objectives and
strategies which are likely to target particular audience and the branding position of the
organisation. Moreover, analysed the digital marketing tools such as Instagram, LinkedIn etc.
These are help for increasing the customer base as well helps for CRM with email marketing that
are used by Pi Datametrices. Further, timing and budget are explained that are help for further
expanding the business.

REFERENCES
Books and journals
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