Digital Marketing Strategy Report: Approaches and Tools Analysis

This report, prepared for a Digital Marketing course, analyzes the digital marketing landscape for Finkhaeuser Consulting. It begins with an introduction to the company and the objectives of the digital marketing team. The report then delves into the background of Finkhaeuser Consulting, highlighting its services and specialization in mobile application development, cyber security, cloud computing, and software development. Key findings are presented, including an overview of various internet marketing and e-promotion approaches such as search engine marketing, blog marketing, email marketing, viral marketing, social media marketing, article marketing, affiliate marketing, and geo-marketing. The report further examines marketing changes, including channel management, instant communication, and transparency. It also discusses new-age digital marketing tools like Hub Spot and Ahrefs. The report concludes with recommendations for Finkhaeuser Consulting, including case studies of successful marketing strategies employed by Zappos, American Express, and Lyft. The report emphasizes the importance of a customer-centric approach, digital transformation, and integrated marketing strategies to drive business growth and reach a wider customer base. The Harvard referencing system has been used throughout the report.

digital marketing

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Table of Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Open API tooling.........................................................................................................................3
Processes......................................................................................................................................3
Key findings.....................................................................................................................................3
Approaches to internet marketing and E-promotion.......................................................................3
Search engine marketing..............................................................................................................4
Blog marketing.............................................................................................................................4
E-mail marketing..........................................................................................................................4
Viral marketing............................................................................................................................4
Social media marketing................................................................................................................4
Article marketing.........................................................................................................................4
Affiliate marketing.......................................................................................................................5
Geo marketing..............................................................................................................................5
Marketing changes...........................................................................................................................5
Channel management...................................................................................................................5
Instant communication.................................................................................................................6
Transparency................................................................................................................................6
New age and digital marketing tools for Finkhaeuser consulting...................................................6
Knowledge of organizations..........................................................................................................10
Zappos........................................................................................................................................10
American Express......................................................................................................................11
Lyft.............................................................................................................................................11

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Recommendation...........................................................................................................................11
Conclusion.....................................................................................................................................13

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Introduction
We are appointed in the Finkhaeuser consulting as the digital marketing team. Business of
organization has grown by serving the two clients at corporate level. There are many reasons to
focus on the marketing. Organization in previous month has decided to focus on to wider base of
customers and started to attract small and medium clients of business. Social networks, search
marketing, content marketing and other contemporary at low cost digital marketing techniques
were the key motivation behind appointment. The following discussion will cover the purpose of
developing the online marketing strategies by driving the traffic on website. This will generate
the interest in services and producing leads that can be followed by sales team. Further
discussion covers recommendations that Finkhaeuser consulting will apply in the modern-day
marketing approached with the specified objectives.
Background
Finkhaeuser consulting is a mobile application development organization (Finkhaeuser, 2014).
This organization provides services like business consulting. Finkhaeuser consulting delivers
advice of expert or professional to customers. This organization helps to save the time of
organization through many resources. This organization also helps the individuals to draw the
experience in all parts of the development of software life-cycle (Mark, 2015). This organization
is relying on the depth expertise in system protocol design, web APIs, android development,
android development, and all belongings Linux. It helps to balancing business and technical
requirements. Clients of organization run the range from small business startups to large
businesses that means organization understand specific requirements of customers. This
organization also provides the service of cyber security, cloud computing service, mobile
application development, and software development service. This organization was founded in
the 2014. Head office of the organization is situated in Griefenberg. The estimate size of
employees is almost 1-25 employees. This organization is available to provide the services of
freelance/contact software development. Specialization areas of organization include iPhone +
Android development, server-side and high performance networking (including P2P) and
automation (Holder, 2014).

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Open API tooling
In today’s time open API standard is de-facto standard to generating and describing webbing
APIs. Prance is also known as a command line source and tool code package for analyzing and
endorsing OpenAPI 2.0 and 3.0.0 conditions. Validations are plug-ins as the main development
of prance is a determination of JSON references and allows prance to efficiently compile
specification files (Finkhaeuser, 2015).
Processes
The objective is to create great products and convey joy more effectively. This kind of simple
logic applies to the product that is for personal gratification or a tool to improve work life.
Quality assurance is provided by establishing the processes that helps to follow the feature from
inception towards hands and beyond. This kind of services helps clients to complete work more
effectively. This organization has generated a concept that businesses are based on the great
execution with the hard way. The page contents of organization have been created by the utmost
care. This organization not gives the guarantee about the content completeness, accuracy, or
topicality. This organization is responsible for the content on web pages and not obliged to
display merely to the transmitted or protected facts of third parties and identify circumstances
that point to illegal actions. This organization has the obligations to block or remove the use of
info around general applicable laws that remain unaffected through 8 to 10 telemedia act. It has
the accountability for content of exterior links to third party web pages. There is no violation
evident towards the linking time. If there is any legal infringement become organization remove
the respective link (Smith & Gill, 2016).
Key findings
Approaches to internet marketing and E-promotion
In today’s time globe is surrounded by internet (Chaffey, 2019). People have the objective to
attach everything in everyday life to internet. Co-relation of the terms marketing and promotion
is certain to happen. Marketing on internet is also known as a web marketing, online marketing
and e-promotion for the products or services. Following are the important techniques of internet

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marketing and e-promotion. Finkhaeuser consulting should implement these for achieve the
success at higher level.
Search engine marketing
It seeks to endorse websites by increased visibility in pages of search engine result. It is
completed by the practice of paid inclusion, paid placement, contextual advertising, and
optimization of search engine (Chaffey, & Smith, 2013).
Blog marketing
This is an e-promotion by the mode of web logs known as a web blogs. These are not like
websites of corporates as contain postings on daily or weekly basis and many times on a singular
subject. Many organizations use blogs to raise a dialog through customers as help to explain the
features of its services and products.
E-mail marketing
This is also known as a sort of direct marketing and use email to communicate fundraising or
commercial messages to the audience. This is sent with the many purposes. This helps to
strengthening the business person relationships with present and previous clients to build loyalty
of customers (Leeflang, et al., 2014).
Viral marketing
This is an approach of marketing that generates awareness of brand by use of networks at social
level that already exists. This increases the awareness of brand and achieves other objectives of
marketing like sales of product by self-replicating viral processes, the analogous to spread
computer and pathologic viruses. The information can be extent by conversation of mouth and
can be increased by effects of network on internet. These viral promotions are in form of
EBooks, video clips, text messages, pictures, or brandable software.
Social media marketing
This is term that evaluates the performance of social networks, blogs, wikis, online communities,
and many other collaborative internet procedures of media towards sales, marketing, relations
with public, and services of customers. Major marketing tools of social media consists blogs,
Twitter, Facebook, LinkedIn, You Tube, and Flickr (Kannan, 2017).

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Article marketing
This is advertising in organizations that write small articles regarding industry. These are
generated and available for distribution and publication in the market. Every article includes a
bio box or byline that contains contact information and references for business of authors. This
kind of well written articles released towards free distribution and holds the potential to
improved credibility of business in the market by attracting new customers.
Affiliate marketing
It is a practice of internet based marketing in which organization reward affiliated for every
visitor or customers. This helps the organization to reach wide customers for small portion of
traditional resources of advertising. This allows customers to research and buy amenities and
products at own suitability. The organizations have the benefit to appeal the customers in
medium that convey result very fast. There are many modules of internet advertising that can be
measured, tracked and tested as marketers can regulate the interest of audience information.
Exposure, efficiency, and reaction of internet media can be pursued more easily rather than off-
line means by the procedure of web analytics, aimed at instance sense of advertiser’s
accountability (Smith, 2011).
Geo marketing
Geo marketing and Geo targeting are techniques to identify geolocation of website visitor by
geolocation software and deliver customized content towards the visitors based on location like
region/state, nation, metro code/zip code, ISP, city, and internet protocol address, organization
and other criteria.
Marketing changes
Digital transformation refers to many things to different person (Järvinen, et al., 2012). This is
also known as the simple form. It is an online pursuit to achieve the highest scale level,
innovation, efficiency, and profit by use of data and technology.
Channel management
This is a very important step for marketing group as it undertakes a digital transformation
towards the channel management strategy. These all manage each channel of marketing and how
all are working together. This is also known as the most pervasive challenges that can diminish

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organization marketing return on investment. This need changes in procedure of cross-channel.
In the era of pre-digital a fully integrated strategy of marketing may transpire that not covered by
the marketing researchers. The campaign idea pitches by a creative director. A mixed plan
developed by the team of media. For every media type like radio, TV, etc. assets are produced by
the creative team. The placement and rates are negotiated by the buying team of media. All
points of media touch result in a connected experience around all media as channels goes live in
campaign. This helps to increase the sales and client become happier. These all done more
effectively to convert the new customers as these focused on the funnel bottom. The customer’s
journeys are the most primed to shop or purchase something. This significant goal for
organization is to manage and grow the audience. This all starts and finished by the body of data
(Royle, & Laing, 2014).
The main trend in entire development of digital strategy is the popularity of programs of digital
transformation. The strategy of digital marketing is regularly developing interest in integrated
digital marketing strategies in many channels. The programs of digital transformation are
responding to the challenges of digital silos in organizations. For this organization uses customer
centric approach to audit approach for different personal approaches. Business uses strategies of
marketing and brand development that drives the growth as it is very important to have an
effective marketing strategy before working towards the digital tactics. Technologies at digital
level offer the opportunities for digital disruption (Stone, & Woodcock, 2014.)
Instant communication
In today’s time interaction with the potential customers is like spinning a roulette wheel. This
presents that organization message of marketing will bounce and spin ball before landing on a
space like customers. Social media works as a wheel and allow the organizations to interact with
the people in a community venue and provide channel to promote services, products, and
transparent messages. Groups of private chat and One-on-one messaging are on fire at now.
Messenger of Facebook has more than 900 million worldwide users and studies has presented
that youngers are spending more time on application of messaging than actual social networks.
Burgeoning market, savvy organizations are presenting the connecting methods and marketing
towards potential customers by these applications (Levy, & Gvili, 2015).

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Transparency
Today’s time is of digital world, the customers like to distinguish about the organization that
interact and build loyalty. This is required to be clear and demonstrate for its personality about
the online and organization’s ethos. This is specifically relevant as customers believe on
organization when it provides information. Businesses are translucent and communicate more
effectively with customers (Cheyne, et al., 2013).
New age and digital marketing tools for Finkhaeuser consulting
There are many new ages and digital marketing tools that support to execute an effective strategy
with the right technology and really help to zoom past competition for Finkhaeuser consulting.
There are many benefits of developing the tools that can be understand through the following
tools (Järvinen, et al., 2012).
 Hub Spot marketing
This has many tools to identify and grow the business of Finkhaeuser consulting at any stage.
There are many tools available at free of cost. Forms of web, software of live chat and popus
forms for lead capture. Campaigns of email marketing pipe all data in free CRM and analyze the
visitors of site. This expands in paid tiers sophisticate by automation of digital marketing. To
manage contented & social media to track emails and connecting by the leads, Hub Spot is an
effective solution as it works more effectively with other point keys (Leeflang, et al., 2014).
 Ahrefs
This is an effective SEO tool that support to punch up traffic of website. These have data of
almost 150 million keywords. This is a great for competitive analysis and allows checking out
the linking about competitors about pages and more. This helps to identify the ranks and by the
use of Content Gap tool, it helps to identify the key weakness regarding the content areas. The
tope pages tool helps to identify the traffic and also help to analyze the amount of traffic towards
the sites of competitors. This is also known as the most effective tool as helps the organization to
identify the most robust product in the space (Taiminen, & Karjaluoto, 2015).
 Survey anyplace

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This is the most effective tool that helps organizations to reflect on the organization and allows
building and improving experience of users. This also helps organization to improve formulate
and include image as required. These are very important as designed-well and compatible with
mobile. It helps to remove the friction from completing surveys and increase its competition
likelihood. This also helps to gain more insight (Khan, & Siddiqui, 2013).
 Slack
This is also known as a one of the most important and favored services of communication in
business. This operates in channels designated for specific information. This helps organizations
to operate in specific information of marketing. This is also known as excellent tools for meeting
others and networking in the space of digital marketing and provides freedom to leave or join as
required. This is also known as the most effective and popular channel of communication. This
has effective integrations with many tools. Organization can track the integrations and slack
application towards the tool more powerfully (Karjaluoto, Ulkuniemi, & Mustonen, 2015).
 Trello
This is a content tool of management that organization uses for brainstorming and content
strategizing. This helps organizations to know more about the blog posts schedule for
publication. This also helps the organization to appeal for the small businesses and teams and
delivers an effective ways to schedule and brainstorms online content at global level. This is very
easy to assign many workers to a card and know about that is in charge of editing, writing, and
adding suggestions to a post. The users can generate cards and involve notes on the card topic
and generate deadline and assign topic to specific team. This helps to facilitate collaboration and
deliver clarity about pipeline projects.
 Canva business
This is a strain and project platform that allows user to generate image by the use of custom
pictures, shapes, fonts and icons from the Canva catalog. This offers an effective pleasing and
technique to design presentations, diagrams, and image on the basis of team’s requirements. This
cut out the requirement for a knowledgeable designer and allows to generate the exact visual by
use of wider collection of image (Royle, & Laing, 2014).

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 Google AdWords
This is also known as a one of the effective options for business advertising on search engine of
Google. The mode of payment is centered on the structure of per-per-call structure or pay-per-
click. This multitudes Google Keyword planner allow to research keywords to include in
advertisement and content. The budget can be set according to the requirements. This tool helps
the organization to funnel more scenarios to website. This is the most excellent way to present
products and services on result pages of Google for each and specific queries.
 Google analytics
This is a gold standard for analytics of website. This is very hard to operation like a marketer at
digital level. This is the most basic level that presents the comers of website by pages and
website according to the spending of time. It can help the organization to set up goals and track
conversations that build an increased enhanced ecommerce setup that track the events towards
learning more about engagement (Jackson, & Ahuja, 2016).
 MailChimp
This is an effective marketing and social promoting tool to design orchestrate and automate
campaigns. This helps organization to track the traffic campaigns. This also additionally offers
the integrations by many other organizations. This tool is very powerful for email trickle
campaigns. This is a very good and effective option for organizations to engaging with
customers.
 Asana
This is a management system for collaborative workflow by a visual prominence that designed to
restructure, de-silo facts and objectives within the team. This allows completing many things like
record, visualizing project to complete, create structure for tasks prioritization and deadlines,
allocate tasks to many members of team, highlight points of bottlenecks and friction, report on
projects openly and quickly, and De-silo data among groups. The functions of portfolio helps to
keep up the track status of each projects, ensure member of team has the motivation and support
to find out marketing initiatives on time (Belk, & Llamas, 2013).

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 BuzzSumo
This is a very unique tool of content researches that identifies top influencers in the industry and
describes the search scope to generate evergreen contented or trending contented aimed at
desired customers. This also supports to use the content analytics and measure the performance
accordingly.
 MeetEdgar
This is an effective social media tool of management. This helps to write posts and support to
share more easily. The content can be sort in categories and decided according to the shared
content from every category. This allows scheduling post 24*7, previous posts and again shares
them that can be started and stopped at any time. It also helps to find the most important optimal
language and posts content. This is also integrated by Twitter, LinkedIn, Instagram, and
Facebook (Chaffey, & Patron, 2012).
 Buffer
This is also operates in similar way of Meet Edgar for posting of social media and also offers
analytics on post, as its worth to check out. This offer tiered plans and pricing range from the
charges to $199 every month. This also recognized as the most favorite tool of social media. This
has the simplicity in its proposition value. This can be easily started in a matter of minutes as it
has many features for the advanced user.
 Hootsuite
This is recognized as a solution of social media management. This is very powerful and popular.
This is enough capable to store appropriate content in a mist that members of team can access
posting in 24*7 for social media requirements. This enables many posts to schedule at once by
developed keywords and tags. By the use of Hootsuite it will be easy to manage social media
content performance. This can calculate conversions, ROI, and track conversations of public
about brand or particular matter of subject. These plans has tiered price every month for
organizations.