Digital Marketing Strategies Report: Emerald Insight Analysis

This report provides a comprehensive analysis of Emerald Insight's digital marketing strategies, focusing on their utilization of Facebook as a primary platform. It begins with an introduction to digital marketing and the company, followed by an analysis of their current Facebook marketing tools, including strengths such as brand awareness, targeted advertising, and customer service. The report also addresses weaknesses like the time and resources required, skill gaps, and the need for budget allocation. Furthermore, it examines the use of Google Analytics to measure the success of their digital campaigns, detailing how they track visitor sources, understand customer demographics, and optimize content. Recommendations are provided to enhance their digital marketing efforts, emphasizing the importance of clear goals, regular posting, and content optimization. The report concludes by summarizing the key findings and offering insights into how Emerald Insight can refine its strategies for improved customer engagement and business growth in the digital landscape.

Digital Marketing

Contents
Introduction.................................................................................................................................................3
Introduction to company.........................................................................................................................3
Analysis of current tool............................................................................................................................4
Use of Google analytics to measure success...........................................................................................6
Recommendations...................................................................................................................................8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
Digital marketing is marketing with the help of internet or electronic devices. Large
number of business are using internet marketing nowadays. Digital marketing consists email
marketing, mobile marketing, or marketing on social media. Digital marketing helps business to
develop their online presence and also increases their reach in market as large number of
customers are using internet or social media. Helps business to engage customers effectively
with their product. Digital marketing builds a communication between a customer and company.
Helps to track business performance and develop new strategies for improvement. This report
shows how a company emerald insight develop their digital platform with the help of facebook.
And how they use marketing over facebook and also shows advantages and disadvantages of
using facebook. Use of facebook for development of their business and how it helps them to
engage large number of customers with their product and develop strategies to use the digital
platform for the success of business. Facebook is a worldwide used app and helps company to
engage customers with company product and services.
1 Introduction to company
Emerald group publishing is one of the leading company in publishing books and journal
situated in United kingdom. Company provides books related to management, library studies,
books related to health field, engineering, business education. Company established in 1967 in
the united kingdom and headquarters situated in Bingley. Emerald publishing has employees
around 250 effectively working for the company towards their success(Chaffey and Ellis-
Chadwick, 2019.)
. Vicky Williams is the CEO of the company and company has a revenue around 39.9 million.
Emerald insight provide academic journals , books series. Books related to management,
business education, library studies, books from medical field. Emerald insight provide books to
students, scholars and other academic students for the success of the business. The academic
journals are required for high school students, graduates, psychologist, teachers, literature.
Company main target audience are the student from different fields and teachers of different
backgrounds. Emerald insight uses the digital platforms for the development of the organization.
The digital technologies help them to develop their business at large scale. The business needs to
expand and for that they need an effective marketing strategy for development of their business.
Due to increasing competitors of Emerald insight they need an effective strategy for the
development of their business. Company uses social media marketing for development of their
business. Social media marketing includes marketing over Facebook, Instagram, you tube,

google etc.. Company uses marketing over Facebook because large number of students or
customers have their accounts on social media and Facebook helps them to reach large number
of desired customers they are aiming for the development of their business. Facebook easily
engage customers to their products. Development of business is largely depended on the
efficiency of the business to use digital marketing tools for the development of the business.
Social media helps Emerald publishing to increase brand awareness towards their product and
gain large number of customers. Company drive traffic for the development with the help of
social media platforms. Facebook required to generate leads for the business and helpful to
develop and effective customer service and feedback. The social media builds a two way
communication between a company and a consumer(Ryan, 2016.)
. The social media helps company to monitor their performance and develop new strategies to
improve their performance. Facebook helps emerald insight to target the specific market or type
of customers on the basis of their location, gender and interests. Social media marketing helps
company to engage new customers and retain their old customers with the effective use of the
digital platform for the success of their business. Facebook helps emerald insight to gather
information about their customers like students collect information about the departments in
which they are studying and information about their likes and dislikes, behaviour of the
customers towards the marketing. The company needs to develop an effective chain for the
development of the business and for the effective use of the development of the business. The
business uses different types of digital technologies for the development of the business.
2 Analysis of current tool
The company emerald insight uses Facebook for marketing their products in different
territories and to develop their business at large scale. Company requires Facebook for the
development of their business at large scale and for the establishment of their product in a
growing market.
Strengths in using Facebook
Brand awareness
Facebook is a big platform to market the product at a large scale. Helps business to gain
large number of customers for the development of the business. Due to large number of the
customers are using Facebook it becomes easy for emerald insight to develop the brand
awareness in the minds of their customers(Mooney and Slobodian, 2016.)
. The brand awareness of the product help them to establish their business. Brand awareness
engage the potential customers with the company and help business to increase their sales in the
market.
Drive website traffic

Facebook helps emerald publishing to drive traffic towards their product and develop
customers. Due to large number of customers are using Facebook and marketing over the
platform helps company to develop. Company needs an effective marketing over the facebook to
gain traffic to website. Company can post their services so that customers can visit the website.
Targeted advertising
Emerald insight is publishing books and journals and facebook helps them to market their
product to target audience. Large number of students and young generation are using facebook
and it helps company to market their product on the basis of age gender, demographics, taste and
interest of customers.
Generate leads
Facebook or use of social media helps emerald insight to develop a strong base of
customers. Facebooks helps them to analyse the marketing strategy of their competitors and
prepare their business strategy according to the strategy of the competitor. Effective marketing
on social media helps them to gain an competitive advantage.
Customer service and feedback
Facebook helps emerald publishing to establish an effective communication between
customer and company. The two way communication helps business to communicate with
customers about their problems or questions related to the products and services of the company.
Business receives the feedbacks from the customers to improve in near future.
Monitor and improve
Facebook helps emerald publishing to analyse their situation in a market helps them
prepare plan for future. Information gathered from social media helps them to improve in near
future. Monitoring the strategies of the competitors and prepare an effective strategy to improve
product better than competitor.
Weakness in using facebook
Time and resources
Marketing over facebook needs time. Emerald insight needs to hire an employee to
prepare their marketing strategy and to manage the social media marketing of the business.
Company needs a staff to create an effective content to engage the customers with the company.
Skills

The employees who are responsible to handle social media pages of business needs and
effective skills to develop content and respond to the customers(Kannan, 2017)
. Employees needs proper training because they are representing the image of the company.
Budget
Business needs to pay for advertising their product over social media. Marketing over
facebook needs to invest in paid for advertising. Company needs to prepare their budget to
market their product on digital platform.
Negative feedback
The effective communication between company and customers comes with a
disadvantages. Customers who are not satisfied from company product provide negative
feedback on website and business needs to handle those comments because large number of
audience are visit website and companies reply plays and major role over those customers.
3 Use of Google analytics to measure success
To know where visitors come from
Analytics help business to measure from where customers come to visit the website of the
company. Analytics help business to gather information about the customers like social media
they are using or from which digital platform a company can reach easily to the customers.
To understand the geographical area which brings the most customers
The Google analytics analyse the location ofg the customers from where large number of
customers are attracted towards the product(Stephen, 2016.)
. This helps emerald insight to prepare the marketing strategies on the requirement of their
customers. Help business to retain their customers and create new one.
Segment customer base
Choice and preference of each and every customer is different from one another business
needs to use Google analytics to segment those customers. It helps company to prepare their
strategies on the segmenting the different parts of society. Segmentation helps company to
analyse the real customers of their product.
To create and track the campaign
Google analytics help emerald insight to create the compaign with the use social media.
Campaign is created to drive traffic to the website of the company. After the creation of

campaign the business needs to track the effectiveness of the campaign to attract the customers
towards the company. The campaign is created to reach out the customers.
To check if company achieving goal
Google analytics help business to analyse the goal of the company. With use of social
media and facebook the emerald insight is able to attract the customers or not and effectiveness
of their marketing strategies to achieve the goals of a company(Baltes, 2015.)
. Google analytics help to track the customers.
To learn which search terms bring traffic
When a company is going to market their product on social media that company needs a
effective content to influence the customer towards the website. Google analytics helps to finf
the important keywords nor symbols that easily attracts the customers towards the website of the
company. Effective content help companies to attract the customers towards their product.
Study your competitor
Google analytics helps to analyse the policies or strategies used b you competitors to
attract customers. Helps to know the number of customers visiting the competitors website and
compare them to know the engagement of customers to compete with the competitor.
To understand the kind of content you should create
Google analytics help business to analyse the kind of content business should create.
Analysis helps business to develop the content that able to increase the number of visitors on
company website(Leung and Baloglu, 2015). Content is an impression that attracts the customers
towards the company. Effective content helps business to grow.
Understand why visitors are bouncing off your site
Google analytics provide a report or information about their customers. Helps them to
analyse the visitors visits website but not become a customer of the company. Reasons about the
inefficiency of the content or ineffectiveness of website that are not able to hold the customers.
To understand the social platform to target
Google analytics help business to choose an effective social platforms to market their
product. Social platform help business to develop and Google analytics analyse the social
platform that is effective for the business to achieve their goals. Platform must be in budget of
the company and able to influence the customers towards the company.

4 Recommendations
Business uses digital marketing to develop their business at large scale. To reach large
number of customers all over the globe(Dwivedi, Kapoor and Chen, 2015.)
. Facebook is one of the main platforms to market the business at0 social media helps business to
develop at a large scale. Emerald insight needs facebook to engage students, teachers with their
product.
Have a clear goal and strategy
Business needs to have a clear goal to market their product at social media using
facebook. Emerald insight needs to prepare the strategy according goal and implement that
strategy to their facebook marketing to achieve their goal. Company needs to post daily about
their products. Plans are prepared on the basis of platform a company is using.
Post regularly
Facebook marketing helps post regular about the product like recent changes or new
products to engage and retain customers. Regular post helps business to develop an image in the
minds of the customers. Regular post helps customer to regular interact with the company.
Company needs to develop a regular posting like images and videos about company.
Encourage comments and reply quickly
Facebook helps company to encourage customers to comment about the product. And
reply quickly to the comments of the customers. Company needs to regular comment on the post
of the customers. If company is not able to reply on time then they lose their customers.
Use pictures and videos
Pictures and videos are required to build an identity in the minds of the customers.
Posting pictures helps to provide information about the product to the customer. Videos are also
helps to engage and entertain the customer(Touchette, Schanski and Lee, 2015.)
. People like to entertain at social media and facebook helps company to entertain as well as
market their products.
Nurture your relationship
With effective communication and useful content helps company to engage and develop
an effective communication. Engage them with communication helps in building relation with
the customer. And provide rewards to the effective customers.
Promote your facebook page

Promoting companies facebook page helps them to establish their online presence as well
as increase interaction of the customers with their company. Promotion over facebook increase
the sales of the company as emerald insight is a books and journals company so the students
easily get the books with the help of online platforms. \
Use facebook to l;earn about the customers
Once a customer’s engage with your companies facebook page you can easily market
your product. And helps company together information about the customers likes and dislikes
with the help of their facebook page.
Conclusion
Facebook is a platform on which large number of young generation post their day to day
activities likes and dislikes, and provide their personal information. Facebook helps business to
develop their online presence. Emerald insight is a company which publishes books and journals
and facebook help them to reach their desired customers like students and teachers. Help
business to develop at large scale. Facebook is one of the important marketing tool for
businesses. Facebook helps customers to solve their problems a customers can provide their
feedbacks and companies can provide them timely support by replying on time. Facebook
initiates the development of the business in an effective way so that customers can easily engage
with the product. Emerald insight use facebook as their marketing tool to develop a new market
for them and retain their old customers. Facebook helps them to develop their business strategies
and increases the visitors on their web pages. Facebook is a tool which is required for the
development of the business.

References
Books and Journal
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Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
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Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
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Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
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Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and advertising. The
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