Digital Marketing: Tools, Techniques, Metrics & Analytics Report

This report provides a comprehensive overview of digital marketing, focusing on essential tools and techniques for online promotion and customer engagement. It critically examines the use of social media platforms, email marketing, and search engine optimization (SEO) in enhancing brand awareness and driving website traffic. The report further discusses the integration of these digital marketing tools with a website, emphasizing the importance of user experience and interactive content. Additionally, it recommends key metrics such as engagement, reach, open rates, and click-through rates for measuring the effectiveness of digital marketing efforts, alongside analytical software like Google Analytics, HubSpot, and Microsoft Power BI for data-driven decision-making. The analysis concludes that strategic digital marketing is crucial for organizational growth and success in the modern online landscape. Desklib offers a wealth of resources for students, including past papers and solved assignments to aid in their studies.

Digital Marketing
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Contents
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
Critically examine two digital marketing tool or technique and their integration with website. 3
Part 2................................................................................................................................................5
Recommends metrics and analytical software to measure the effectives of digital tools............5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Digital marketing is based on the component of marketing that help to utilise internet and
uses effective digital technologies. In this report, it will discuss about the different kind of digital
marketing tool or technique. Identify the importance of tool and integration with website.
Moreover, it will describe about the metric of digital tools and analytical software.
Part 1
Critically examine two digital marketing tool or technique and their integration with website
Digital marketing is also known as online marketing, it is based on the promotion approach
to establish a strong connection with potential consumers. This is possible due to the internet and
other forms of digital communication. Basically, it should be considered the social media, web-
based advertising, but it is also using a text, multi-media messages as marketing channels.
Essentially, if a marketing campaign involves by enterprise so that they always used digital
communication approach. It helps to promote the various kind of services in marketplace.
Here are explained the digital marketing tool or technique in following:-
Social media platform- it is the most commonly used tool in context of digital platform or
tool. Without any second thoughts. Nowadays, it has been rapidly increasingly demand of social
media platform because it helps for online business to develop more awareness among
customers. There are different social media platform used such as Facebook, twitter, Instagram,
Snapchat (Richards and Marshall, 2019). On the basis of survey, it has found that 40% of total
marketing done by social media platform. The reason is that when marketers should select social
media in context of digital plan. this is helping to increase the brand awareness, driving
engagement. Increase traffic on landing website page.
Email marketing- in recently, it may be increased the use of email marketing trends
because it has become secure and maintain full of privacy. Emails are usually sent to promote
business, services and advertisement purpose. In different countries, there are 56% of email
marketing comprises through digital approach. It has been carried out by marketers. Hence, there
are lot of emails even today go unseen. In context of business, it has been used the concept of
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email marketing. This is because of sending a business related information from consumers. this
is possible over period of time by developing a trust an having a customized email for every
users.
SEO (Search Engine optimization) - SEO is one of the best process, through which brands
can increase their visibility of website. This is helping to create more awareness among people
regarding search engines. As a result, it can be achieved the best result or outcome. Search
engine optimization is kind of digital technique that help to analyse behaviour of users through
search engine (Key, 2017). It will give a leverage that a benefit or advantage of brands.
Generally, SEO targets different components when it established an interaction with search
engines. For Example- Video search, content search. Through this way, it has become easier for
targeting the particular audience on the basis of keywords. To make SEO, brand and other
management agencies are spending a lot of time and optimizing their website and get better
result or outcome.
Digital marketing tool integration with website-
A website is essentially a gateway for brand. on the basis of analysis, it has been selected
hair dresser business and create a website to provide the information about different hairstyle
services. Nowadays, The internet is very easy for users to search any brand, product and
services. this is possible only just a click. A website is one of the best digital platform to share a
lot of information and represent an unique brand in marketplace. in the website, it should include
all information regarding hairstyles, services. Moreover, it is always try to upload interactive
content so that it will influence more consumers towards brand (Dumitriu, Militaru and Popescu,
2019). For hairstyle brand, having a presence of website which must as it has become easier way
to share information of company. It also represent vision, mission, business objectives. In most
of cases, the reputation management companies such as hairstyle services, which make sure to
target the potential audience who will always attract toward services. The information which
turn, helps brand to build a sense of trust with its potential users. Moreover, it is also helping to
increase the purchase decision power.
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The architecture of website consist of 5-7 pages and created in dynamic forms, including
home, about, product, service, gallery and contact page. In most of cases, it also act a huge
content sharing tool or platform. In this report, it has already focused on the hair dresser who
have established an online business. so that they will create a website and use Search engine
optimization. Moreover, it can uses different blogs as medium to promote different product as
well as service. That’s why, it is very important to increase the brand awareness and have
seamless UI & UX strategy. This can help to engage with potential users and spend a more time
of interactive website.
Part 2
Recommends metrics and analytical software to measure the effectives of digital tools
Metrics of Social media platform-
Engagement- it is the most commonly used metric which often to track or monitor how
actively involved with content. It also helping to target the audience and how effectively promote
the brand campaigns. Engaged with consumers are considered the best aspect because it help to
increase the demand of brand in marketplace. Social media platform will give an opportunity for
users to share, comment and like services.
Engagement is the best metric in which boils down that how much audience accounts are
interacting. Each and every network will have some sort of engagement metric (Miften and et.al.,
2018). But it can be identified through demand. Social media platform have a power to easily
attract more consumers towards brand.
Awareness, Impression & reach- this is another metric of social media platform where it can
easily uses but often confused, impression and reach are important elements. This type of metric
will support to track, monitor activities especially if an enterprise developed a goal on social
media. The platform is automatically keep record the impression of every users, if anyone is
spending lot of time. So as it has been recorded in database system. Reach is the potential ways
to represent as unique viewers a post. It could have focused on the different followers and find
their capacity of information share from one account to another.
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Referrals & Conversion- this is also another metric of social media platform. it can be
utilised to identify the performance of system. The easiest way to understand the importance of
social media. The most applicable aspect of brand with using website and connect with social
media platform. This will help to track the overall sales and marketing goals. Ultimately, an
online brand will achieve their desirable goal or objective. To track data, it has needed to adapt
publishing strategy that incorporate tracking and website traffic analytical program starts.
Referral are how much a user land on the website. This is the best way to find the demand of
brand in context of online platform. That’s why, it is always focused on source or medium to
monitor or track the activities. On the other hand, Conversion is that when someone wants to
purchase something from website. At that time, social media platform will help to do some
conversion as users visited via media channel. It also utilised to keep maintain record of users,
interest and demand regarding brand.
Metrics of Email Marketing-
Open rate- This is the simplest email marketing indicator and vital to understanding how
different subscribers are receiving a messages. To open a rate track and identify the emails of
different subscriber. Open rate is one of the best approach to provide the success of business.
Open rate is primary success factor in context of email marketing metric (Caicedo and et.al.,
2017). It can easily identify the performance of business and manage a campaign with open rates
which is higher than others. If enterprise is doing something, email marketing plays important
role to provide the guidance within next campaign.
Click through rate- it is another common metric that can help business to identify how
can engage with campaign and performing. CTR will be supporting brand to measure how
people clicked on the particular link. For example- if it should include link of offers, CTR can
easily measure the rate of subscriber and identify their interest towards brand.
When crafting an email, there are some essential process followed and increase click-
through rates. But it is always supported to find the attention of users.
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Bounce Rate- This is also another metric to determine the performance of email
marketing. if in case, it is sending an email campaign, to track or monitor bounce rate. This type
of metric will help to measure how many subscriber email address received. This is the best way
to understand the concept of bounce rate. Moreover, quality of subscribers are also identified in
proper manner.
Recommend the Analytical Software
 Google Analytics- it is the most powerful analytical software which is mainly used to
track website activities such as session time duration, page session and bounce rate.
That’s why, it is the most commonly used in the marketplace. Google analytics is web
based software which provided the services by Google. Nowadays, it has been rapidly
increasing the demand of platform inside the marketing line. It provides the best
opportunity to fulfil all essential need or requirement for online business.
 HubSpot- this is another kind of software recommend as provide services in context of
social media marketing. It is the most commonly used software in context of consulting
services. As increasing the online resources academic for purpose of learning (Singh and
et.al., 2019). Moreover, brand will use this software to determine inbound marketing
tactics. These are not only giving a chance to enhance the performance of business across
global world.
 Microsoft power BI- it is a top business intelligence platform or tool that offers a major
support in context of data or information. it is one of the advanced analytical software
that allow user to create report, display information in visualization form. For quick
delivery, many users are combined with group of information in power BI. Afterwards, it
would support for business to keep maintain data or information within system. if in case,
it would be accessible at any time.
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CONCLUSION
From above discussion, it has concluded that digital marketing plays important role in the
organisation because it can utilise tool to promote different product as well as service in
marketplace. On the basis of analysis, it has been summarised about the concept of Digital
marketing which consists of different component of marketing that help to utilise internet and
uses effective digital technologies. In this report, it can be discussed about the different kind of
digital marketing tool or technique such as Search engine optimization, social media platform.
these are consider an important platform in context of business growth and development. it also
identified the importance of tool and integration with website. Moreover, it can be measured the
performance of digital tools and analytical software through recommended metrics.
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REFERENCES
Book and Journals
Caicedo, J.C.. and et.al., 2017. Data-analysis strategies for image-based cell profiling. Nature
methods, 14(9), pp.849-863.
Dumitriu, D., Militaru, G. and Popescu, M.A.M., 2019. A perspective over modern SMEs:
Managing brand equity, growth and sustainability through digital marketing tools and
techniques. Sustainability, 11(7), p.2111.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Miften, M. and et.al., 2018. Tolerance limits and methodologies for IMRT measurement‐based
verification QA: recommendations of AAPM Task Group No. 218. Medical
physics, 45(4), pp.e53-e83.
Richards, M.B. and Marshall, S.W., 2019. Experiential learning theory in digital marketing
communication: Application and outcomes of the applied marketing & media education
norm (AMEN). Journal of Marketing Development and Competitiveness, 13(1), pp.86-
98.
Singh, D. and et.al., 2019. Analytical modelling of software and hardware switches with internal
buffer in software-defined networks. Journal of Network and Computer
Applications, 136, pp.22-37.
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