CIM Level 6 Digital Marketing Strategy Report: Juhayna Industries

This report provides a comprehensive digital marketing strategy for Juhayna Food Industries, focusing on enhancing conversion rates through various initiatives. It begins with an introduction outlining the report's purpose and objectives, which include increasing brand awareness and website traffic. The report then details a digital marketing strategy, emphasizing the importance of understanding the target audience, assessing public channels, and selecting topics aligned with business goals. A key component of the strategy involves content marketing, with recommendations for creating engaging content. Furthermore, the report suggests a communication mix for digital marketing, encompassing email marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, social media management, text messaging, and blogging. The report highlights the significance of each tool in driving brand awareness, increasing website traffic, and ultimately, improving the conversion rate for Juhayna Food Industries. The report references relevant marketing literature to support its recommendations.

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Digital Strategy

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Table of Contents
Task 2.........................................................................................................................................3
Introduction............................................................................................................................3
Objectives for digital marketing.............................................................................................3
Digital marketing strategy......................................................................................................4
Communication mix for digital marketing.............................................................................7
Summary.................................................................................................................................9
References................................................................................................................................10

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Task 2
Introduction
The report has been developed with a purpose of understanding the importance of
implementing a plan for digital marketing in order to improve the conversion rate for Juhayna
Food Industries in Egypt. For this purpose, two objectives for digital marketing are developed
by which the digital content can be optimized for supporting the improvement in the rate of
conversion. Moreover a strategy for digital marketing has been recommended in support of
managing and optimizing the digital content for supporting improvement in the rate of
conversion. In addition to this, a communication mix of digital marketing is also
recommended for delivering the strategy of content marketing for Juhayna Food Industries.
Objectives for digital marketing
In order to increase the conversion rate of Juhayna Food Industries the following two
objectives can be set for digital marketing:
1. Increasing the brand awareness
Although Juhayna Food Industries has been serving customers from more than past 30 years
but there is still a need to increase the awareness about the brand so that more and more new
customers can be attracted for the purchase of products offered by Juhayna Food Industries.
The purpose behind increasing the brand awareness through digital marketing is that the
existing customers can be aware about the new product launch and as well as the social
followers can be converted into qualified leads (Lamberton and Stephen, 2016). The
company can also portray its strength such as strong research and development for enhancing
the products offered by the company. Likewise, the company is dedicated in producing 100%
natural juice from finest fruits and their production methods matches domestic as well as
international standards. The information can be delivered to customers through content

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marketing via digital channels which will aid in improving the conversion rate of the
company.
The process of sales also shortens, market share is increased, and the brand is positioned as a
leader in its sector by creating awareness about the brand. It is equally important to conduct
an internal audit so that the strategies of brand positioning can be evaluated and the impact of
actions of digital marketing on the image of the brand can be understood.
2. Increasing the traffic on website
It is significant for the brand to increase the traffic on its official website. When a website is
visited by people it is often due to some specific reason. It might be regarding fetching
information about the products, looking for information to contact the team, and reading a
recent blog. The delivery of such information through website aids in building a loyal base of
customers for the company. Since the company has global presence the information available
regarding the point of contact is also beneficial for the company to address customer queries
and come in contact with people who are interested in collaborating and expanding their
business. People who read blog on the company’s website get to know the details associated
with the company in a better way (Malthouse, et al., 2013). For example Juhayna Food
Industries put blogs on the benefits of using tetra packs for storing milk. It also enables the
company to communicate how the healthy lifestyle can be promoted. Moreover the success of
any campaign or event can also be communicated to public with the use of digital marketing
which can highlight the contribution of the company in creating awareness among the people
for leading a healthy lifestyle.
Digital marketing strategy
There are different products offered by the company. Therefore it is important for the
company to understand its buying cycles and make strategies related to content which will be

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supportive. The strategies for developing the content for digital marketing in order to increase
the conversion rate are suggested below:
Understanding the audience
In order to move a prospect around the funnel of sales and improve the conversion rate it is
important to begin by understanding the customers and audience of the Juhayna Food
Industries. Questions like who buys the product, issues with the customers, and
understanding their need are required to be addressed. Specific steps can be taken in support
of understanding the audience:
 Since Ruhayna Food Industries has global presence, the customer base is located
across different countries. A demographic overview can be created for evaluating the
core customer base. It will include collection of information such as gender, age,
income, marital status, and geographic location of the customers (Dolnicar,
Lazeraveski, and Yanamandram, 2013).
 Collecting of in-depth information about the reading habits of the customers, how
much time is spent by them on the internet, their reading preferences, and keywords
searched by them on the internet.
 Focus significantly on the buying behavior of the customers. It includes determining
whether the customer is an occasional buyer or shops online frequently. It also aids in
determining whether the purchase is done on credit or debit.
After the holistic view of the customers is developed, the prospects can be identified quickly.
It will aid in brainstorming the ides of content. Moreover when a person is imagined it
becomes to find out the content by which the interest of the customers can be captured.
Assessing public channels
Many of the business owners first create the blogs and then look for homes. A different
approach can be used by Ruhayna Food Industries in which the content will be thought

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strategically before its creation. There are two benefits of using this approach. Firstly, the
publication chances will increase and the time wasted for making content which does not get
looked up by the people is decreased. Secondly, a strategy for smart channel focuses on the
publication of content on different outlets which the customers and content may pay attention
to (Doyle, 2013). A strategy for content clearly links where the time is spent by audience with
where the content will be published. Several prospects can be understood on consumption of
content by customers such as:
 The type of information looked up by the customers on internet.
 How the content is used whether is it for the purpose of discussion, entertainment or
education.
 Whether audience like to consume content in terms of audio, video, info-graphics,
blog spot or newsletter.
An in-depth understanding of these problems aids in making smarter choices regarding
platform building. For instance, if consumers like to read short content then Ruhayna Food
Industries can publish content related to their products in the form of blogs. On the contrary,
if they like to read in detail then newsletter form can be used which can provide detailed
information (Hemmersely, 2016).
Choose topics related to goals of business
The topics can be chosen differently for the content. Some of them are as follows:
 Topics which are evergreen related to the food industries such as benefits of
consuming milk products and juices with no preservatives offered by the company.
 Frequently asked questions from the customers such as whether Juhayna has its own
farms, sponsorships from Juhayna etc.

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 Selection of developing trends and hot topics in the industry such as use of
environmentally sound technology in the manufacturing of different products by
Juhayna Food Industries (Bocken, et al., 2014).
The information sources will be different say from interactions with the customers to the
things read from different resources. It is important to make sure that the selected topic shall
attract the target audience and not the industry peers. It also important to ensure that a
tangible connection is formed between the topic of discussion and what is represented by
Ruhayna Food Industries. Content which is off-topic or off-brand may damage the cohesive
image of the brand in the market.
Communication mix for digital marketing
From the past few years, digital marketing has evolved enormously and therefore, the
communication mix for digital marketing has also evolved. Some of the tools of
communication mix for digital marketing which can be used by Ruhayna Food Industries to
support the increment in conversion rate are discussed below:
E-mail marketing
It is one of the oldest forms which involve marketing through database. The data of the
customers are segmented and personalized message can be delivered to the target audience at
the right time (Chaffey and Smith, 2013). Ruhayna Food Industries can use this technique to
send personalized emails which are bespoke to every receiver on the basis of their buying
pattern. This will enable the organization to create awareness about the new product launch
within the targeted audience. Moreover the informed users might give a check to the products
available on the website of the company thereby increasing the website traffic.
Search engine optimization (SEO)
It is the science of increasing the visibility of website on the search engines like Google,
Yahoo, and Bing etc. Ruhayna Food Industries can use this tool by making increment in the

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particular keyword’s ranking. There are diverse SEO techniques such as blogging, content
creation, link-building, and outreaching (Fishkin and Høgenhaven, 2013). SEO has a direct
relationship with the creating awareness and increasing the website traffic. For instance,
when people search for a keyword on the internet, they have a tendency to open the first link
available to them. Similarly when Ruhayna Food Industries is the first to pop up then people
will open the link and get to know in detail about what the organization is up to. Moreover,
more number of visitors will also increase the traffic on the website.
Pay per click (PPC)
It is the management of paid advertisements in the results of the search. The paid
advertisements are shown on the right or above the results of the search. For instance, when a
consumer searches for any keyword the paid advertisement of Ruhayna Foof Industries will
appear on the result page. It is important that the advertisement is designed with creativity so
that it can attract the customers (Huang and Benyoucef, 2013). It may include information
related to an upcoming event organized by the company or recent achievements of the
company. Each click on the displayed advertisement will redirect them to the official website
of the company which will certainly increase the traffic on the website.
Social media
The management of social media not just includes sending the tweets but it is more of
managing the image of the brand via multiple social online channels. The channels may
include Facebook, Twitter, LinkedIn, and Pinterest etc. From the past few years, social media
has matured and has become complex with the availability of greater tools for reporting
(Tess, 2013). There are over 1 billion users on the Facebook itself. The presence of Juhayna
Food Industries on social media channels is a great way to introduce the company to a large
numbers of audience and covert them into potential customers. It is great tool for creating

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brand awareness. Moreover the interested audience will definitely give a check on the
company’s website which will directly increase the traffic on the website.
Text messaging
Marketing through mobile is the biggest area for growth in the arena of digital marketing.
With the increasing use of smart phone across the world the dependency on it for timely and
quicker delivery of information has also increased (Hudson, 2013). Ruhayna Food industries
can use text messaging as a push strategy by directly sending the information to target
audience along with a link attached to the message. The messaging has dual effect, firstly, it
aware the taegt audience about the brand. Secondly, it redirects the interested audience
directly to the official website of the company which aids in increasing the conversion rate of
the company.
News feed, blogging, and RSS
Blogging altogether involves web design, PR, SEO, and social media. A blog, if good will
definitely be able to attract natural and organic traffic via effective research for keywords
along with the social traffic. These tools are effective for Ruhayna Food Industries for
creating awareness among the audience and increasing conversion rates by attracting to the
visit the website through blogs for detailed information of the content (Smiciklas, 2012).
Summary
From the above analysis it can be summarized that for effective digital marketing strategy it
is important for the organization to understand the audience, assess public channels, and
choose topics related to goals of the business. To support the digital marketing strategy and
increase the conversion rate a communication mix for digital marketing can be used by
Ruhayna Food Industries which includes e-mail marketing, SEO, PPC, social media, text
messaging, and blogging.

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References
Bocken, N.M., Short, S.W., Rana, P. and Evans, S. (2014) A literature and practice review to
develop sustainable business model archetypes, Journal of cleaner production, 65, pp.42-56.
Chaffey, D. and Smith, P.R. (2013) eMarketing eXcellence: Planning and optimizing your
digital marketing. UK: Routledge.
Dolnicar, S., Lazarevski, K. and Yanamandram, V. (2013) Quality of life and tourism: A
conceptual framework and novel segmentation base, Journal of Business Research, 66(6),
pp.724-729.
Doyle, G. (2013) Understanding media economics. USA: SAGE Publications Limited.
Fishkin, R. and Høgenhaven, T. (2013) Inbound marketing and SEO: Insights from the Moz
Blog. USA: John Wiley & Sons.
Hammersley, M. (2016) Reading ethnographic research. UK: Routledge.
Huang, Z. and Benyoucef, M. (2013) From e-commerce to social commerce: A close look at
design features, Electronic Commerce Research and Applications, 12(4), pp.246-259.
Hudson, H.E. (2013) From rural village to global village: Telecommunications for
development in the information age. UK: Routledge.
Lamberton, C. and Stephen, A.T. (2016) A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry, Journal of Marketing, 80(6), pp.146-172.
Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E. and Zhang, M. (2013) Managing
customer relationships in the social media era: Introducing the social CRM house, Journal of
Interactive Marketing, 27(4), pp.270-280.
Smiciklas, M. (2012) The power of infographics: Using pictures to communicate and connect
with your audiences. USA: Que Publishing.

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Tess, P.A. (2013) The role of social media in higher education classes (real and virtual)–A
literature review, Computers in Human Behavior, 29(5), pp.A60-A68.