Digital Marketing Simulation and Strategies Report

This report provides a comprehensive analysis of digital marketing strategies utilizing the Simbound simulation platform. It begins with an introduction to digital marketing and the Simbound game, emphasizing its role in providing practical experience in e-marketing. The main body of the report delves into current industry practices, considering social, economic, and technological factors influencing the UK digital market. The report analyzes the optimal product mix within the Simbound simulation, assessing the performance of various digital marketing platforms, including web, search engine marketing, and email marketing. The analysis covers key performance indicators (KPIs), competitor research, and landing page optimization. The report presents the results of multiple simulation rounds, highlighting the effectiveness of different marketing approaches. Finally, the report concludes with recommendations for improving digital marketing strategies based on the simulation results.

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Current practices in Simbound game using appropriate industry examples................................1
Simbound Simulations ....................................................................................................................2
Optimal product mix ...................................................................................................................2
Landing page optimisation...........................................................................................................5
Key Performance Indicators .......................................................................................................6
Competitor research.....................................................................................................................6
Email marketing...........................................................................................................................7
Conclusion & Recommendation......................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Digital Marketing can be defined as the marketing of the products and services that an
organisation manufactures not through the traditional means of marketing but using digital
platforms such as Search Engine Optimization, social media tools, e-commerce etc. that is used
in order to market the products. Simbound Game is one such digital marketing tool where the
students and learners can practice digital marketing without incurring any real risks i.e. under
this there is a gaming interface using which the learner can try to learn the basics of e-marketing
and digital advertising courses (Havriliuc, Bleoju and Capatina, 2019). It can help the students in
getting familiar with the interface that is very similar to the one that is applicable in practical
situations i.e. in the commercial scenarios. The results are also computed using algorithms that
are used in the real search engines. In the present report, a Simbound simulation has been done
where the technology and its use in digital marketing would be illustrated and analysed. Further,
this report will also illustrate what the optimum product mix is for Simbound i.e. which product
should be presented on which social media platform. Lastly, the chosen marketing element for
the product would be selected and appropriate recommendations and conclusions would be
presented in the report.
MAIN BODY
Current practices in Simbound game using appropriate industry examples
There are many factors in the industry that influence the decision making and the trends
in a particular segment and these are often the major forces behind the preferences of the
consumer in that particular market. Four major factors that influence the digital industry are:
Social Factors: The social factors cover a range of aspects such as the status of the consumers in
the society, their earning capacity and preference, the trends in the industrial market and the
other factors which affects the decision of the potential consumers in the market segment i.e.
what to buy and what not to buy (Capatina and Bleoju, 2015). In the digital industry of UK, there
is a high preference for the products manufactured by Apple Inc. since they resemble a class,
status and quality in the products that they sell. It can be observed that the sales of Cheap Mobile
Outlet is not as high as that of Apple, thus showing that quality and stats symbol are determining
factors for the people in the economy of UK.
Economic Factors: Economic factors involve the buying capability of the consumers in an
economy, their per capita income, GDP etc. and in the present scenario, it can be clearly
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observed that there is a relentless growth in the living status of the people of UK and their pace
with which they are matching the changing trends of the digital technology platform can be
observed easily. In the game as well, it can be clearly seen that even though Apple is the costliest
brand, the number of searches and conversion into customers is highest for this team and this is
also followed by the Android Surprise Deals thus depicting that customers are aware about the
deals and offers that are going on in the current technological market of UK.
Technological Factors: The technological factors depict the current trends that are applicable in
the digital market i.e. the prevalence of social media platforms as a marketing tool, the selection
of online shopping modes over the traditional offline modes are some of the changes that have
been purported by the companies (Capatina and et.al., 2018). Use of social media marketing and
their platforms as a means for campaigning and marketing the products is one of the most
trending tool in the market. It can be clearly seen that the Apple team was able to convert their
maximum number of viewers of the impressions into the highest number of customers by using
similar technique of Simulation i.e. Simbound game.
Sustainability: Sustainability has been an increasingly popular trends that has gained prominence
in the past decade or so and therefore, it has become very important for the customers to know
that how much harm they are causing to the nature by using a particular product in the market. In
the current Simbound game as well, it was clearly seen that the Dark Green eco-friendly team
was able to garner huge number of potential customers through the social media marketing
platform which shows that the consumers of the electronics goods in UK are making conscious
and sustainable choices where their preference is not just to meet their wants but also protect the
nature (Lui and Au, 2017).
Simbound Simulations
Simbound refers to a digital marketing simulation where the team competes with the digital
marketing marketing competition for gaining the highest scores in product in the range of metrics
that includes returns over advertising spends, impressions, conversions, profit and click through
rate.
Optimal product mix
Optimal product mix is prepared by business for knowing which product will be
providing maximum sales. It involves deciding about the channels that will be providing
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maximum results to the company for knowing the platforms through which products could be
sold receiving the maximum results. The simulations has been performed for identifying digital
marketing platforms that will promote the sales of product.
The product mix is prepared after considering all the factors that could influence the business
decisions like available products, top brands to be sold and focusing over the market followers.
Results and Outcomes
Team has played 6 rounds for getting the correct results and knowing which digital platforms are
promoting which products. Analysis of the results over different rounds
Web
Web is a very bigger platform that is used by the businesses to promote its product.
Business to promote the product use various campaigns. Simulation provide the results that are
essential for knowing what product is receiving the highest response from the society.
The surprise deals are attracting highest responses from the market. The results generated
by team is highest by web is by teams red, android surprise tablets, and brown team. They have
efficiently managed the traffic over the web sources. The website is browsed by the society when
hey are in specific needs. The website should be attractive and informative that could drive the
people to purchase the product. The teams were able yo attract the consumers as they were very
attractive and was very smooth to access. It drive the customers to their product of their interests
along with promoting similar options of products that could be purchased by company.
Search Engine Marketing
In search engine marketing products are displayed when they are searched specifically
over the online platforms. Search engine is driving high profits to companies therefore special
focus was given over products that are sold over the websites and search engines. On the basis of
results generated by the teams it could be interpreted that impressions around 88909 were given
by teams in which 3905 clicks were made by the respondents.
Round 1
In round one only team Blue performed. The On 6822 impressions 298 clicks were generated by
the team. The budget spent was £175 and the conversion value were created of £321.
Round 2
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In round two all the teams performed. Highest number of impressions were made by Android
team of 71136 and after that sky blue with 38708 impression. The cost incurred by android are £
1391 and by the sky blue of £816. Highest conversions were made by N Blue.
Round 3
In round three highest cost is incurred by Android tablet of £1454. It has generated highest
conversion values. The highest conversion ratio is achieved by Apple Samsung outlet.
Round 4
In round 4 highest conversions target are achieved by android table. It has also generated the
highest conversions values over the search engine platform. Blue if performing least in all the
teams.
Round 5
Average cost per click is lowest of red even after the impressions are high. Highest rate per click
is of cheap tablet. Android tablet with highest impressions has achieved the highest conversions
and goals.
Round 6
The highest conversions are made by N Blue team with only 13386 of impressions and 548
number of clicks. Highest impression are made by brown by spending the budget of £848.
Search Engine Marketing.
For impressions they paid click through rate of 4%. It generated the profit of GBP 3829
by incurring cost of GBP 2146.59. The increase in rounds increased the impressions that
increased the clicks. High fluctuations were not seen in click through rate. In round 6 the the
budgets for rates increased with the increase in impressions. This shows that for increasing the
number of impression are to be raised by so that more clicks are made by people that could be
converted in cash for business products. Higher impressions require higher costs to be incurred.
Results are showing highest sales are seen in Surprise deals team and also it consumes
the highest of the budgeted expenditures of the product. Where team blue shows only lowest
results in terms of values and costs. Second highest is the Apple Samsung tablet teams but the
consumption of budgeted amount is low in comparison over surprise deals. The results are high
may be because the team used specific search engine that helped it in having higher clicks and
more conversions. For surprise high cost are to be incurred for promoting the products over the
online platforms. After these results are seen highest in brown, Kase and Tablet teams with
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considerable and lower consumption of the budgeted expenditures. The highest conversions are
made by NBlue team with only 13386 of impressions and 548 number of clicks. The digital
marketing platform is can drive effective sales to the business.
Email
Email marketing is also increasingly used by businesses for improving the sales. It
involves sending mails to the customers and informing them about the ongoing sales, trends that
are provided by the outlets. They are used by businesses who could no afford high digital
marketing platforms. It is an actively used practice for informing the customers through mails. In
the present case the teams have been given the tasks for promoting the sales of business. As per
the results drawn by teams it could be seen that the number of people to whom mails were sent
are 3311 and in those only 300 of these sent mails were opened by the customers. Clicks for the
products view were made by only 26 people and in that also the conversions were made by 3
people that does no generate high profits for the market. Company could increase the profits by
making effective mails to the customers attracting their attention. The conversions rates over the
emails are very less. It is assumed that the products would be sold only to selected customers that
will be driving the business for companies.
The business should select the target people to whom emails should be sent. The
responses are high over these markets only when the mailed content regarding the products is
attractive and catchy for the customers. There are various campaigns that are held by the outlets
for promoting the sales of customers. It is essential for companies to ensure that all the mails that
are sent by the customers. They are to be designed in such a manner that the user specific
information is inserted there in the emails. If the user information is not specific the mails would
not be opened by customers. Mail marketing is time consuming but do not costs much to the
business. It involves very minimal cost for sending the mails to the business. Mails could be send
to several to various consumers at a time therefore this should be used by the businesses.
Landing page optimisation
Landing page optimization is the process which look at improving the combination of the
element on the website of the company to increase the level of the conversions. There are many
ways through which organization can optimize the landing page. Some of the tactics are below:
 Make your offer clear: This is the tactic in which it has to be consider that all the main
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offering of the organization are clear on the landing page of the website itself (Brink,
Richards and Fetherolf, 2016). This tactic used to focused on the customer specific goal
which make them feel smart, appreciated and inspired.
 Contrasting colour: It is the another aspect which has to be consider at the time of
enhancing the performance of the landing page. Organization has to make sure that they
uses the combination of the colour on the landing page which eventually help in catching
the eye of the viewer.
 Keep the important part above the ford: It is the tactic in which the organization has to
make sure that they used to keep the landing page element above the digital fold.
 Contact information: Also it has to be consider by the organization that they used to
provide the contact information on the landing page itself (Theodoridis, 2015).
Key Performance Indicators
Simbound provides for a key performance indicators metrics in order to improve the
digital marketing efforts which acts as the measurable value that involves cost per lead, website
visits, cost per acquisitions, marketing qualified leads etc. Such metrics helps in evaluating the
success across all the channels of marketing as way of Simbound technology. In digital
marketing KPIs are counted as the quantifiable goals that helps in tracking and in measuring the
success. It acts as useful method for the marketers in setting up the expectations and in proving
that their work reflects a positive impact. Many of the marketers on digital platform relies on the
marketing tof KPIs in making the decisions and in assessing the marketing data in useful and
organized way. With helps of the KPI dashboard and the marketing tools, an individual could get
comprehensive view of the marketing performance and in making informed decisions for
improving the results over the month. Such KPI metrics, acted as the base in providing a useful
information on the blog and the landing pages with use of the re-marketing ads for reminding the
past visitors about the offers and the brands. Theses are some of the metrics that helped in
improving the efforts of the digital marketing.
Competitor research
With this simulation it was outlined that the competitors are much in the market. Thus,
with the help of this Simbound it was highlighted that the competition within the market is at
peak and there is more need of digital marketing in effective manner. With the help of this
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simulation it was outlined the it is very necessary for the company to research for the
competitors. This is because of the fact that if the competitor will not be analysed properly then
the company will not know about the strategies of the competitors. This analysis of the strategies
of the competitor will help the company in understanding the strategies of the competitors and
then to make the strategies for the company itself. This analysis will help the company in make
the strategies more effective as compared to the competitors.
Email marketing
With the help of this simulation the company get to know the real- world experience in
writing the emails in the corporate world. Also, this enhanced the knowledge of the company
that how to write effective mail for marketing the product (Zhang, Kumar and Cosguner, 2017).
Also, it was helpful in learning the proper call- to -action phrases which may attract more of the
email signups. Also, with this help of simulation it was highlighted that experiment can be done
using A/B tests. These are the test under which two variants A and B are selected and statistical
hypothesis is applied on them and tested and conclusion are drawn from them.
Conclusion & Recommendation
After going through the report it has been summarized that search engine marketing is
one of the best tool which can be used to improve the sales as this tool help in attracting the eye
and the mind of the customer very effectively, also this tool used to provide a good sort of
chance for the customer to gather the different information. Some of the ways through which
search engine marketing can be improved are as follows:
As finding out the keyword is one of the initial task in the Search engine marketing, to
improve the efficiency of the same the organization can start searches by considering what is the
most popular key words in the thought of the organization and on the basis of same comparing it
with the competition. As if that keyword is able to carry out the competitor and the product that
they offer and also what you offer. Than the organization will able to get cover the larger market
area as people searching competitor product will also find the product of the company offer.
Another recommendation through which the implementation of search engine marketing
can be improved in the organization is by changing the title and ALT attributed on content, as
this are the key words which used to get hidden from the view of the viewer, so it has to be
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looked that it should contain a lucrative keywords and be both descriptive and simple.
Search engine marketing always require a clear structure website to give a effective
result, so it is recommended that effective sort of the efforts are made to build a well structure
website and also has to make sure that the website which is build is very easy to find , remember
and accessible to the viewer.
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REFERENCES
Books and Journals
Brink, H., Richards, J. and Fetherolf, M., 2016. Real-world machine learning. Manning
Publications Co..
Capatina, A. and Bleoju, G., 2015, October. Exploring the potential of serious games’ online
communities in leveraging collective intelligence. In Strategica International Academic
Conference “Local versus Global (pp. 294-302).
Capatina, A. and et.al., 2018. Tracking precursors of learning analytics over serious game team
performance ranking. Behaviour & Information Technology, 37(10-11). pp.1008-1020.
Havriliuc, L.D., Bleoju, G. and Capatina, A., 2019. Enhancing the Credibility of the Decision-
Making Journey Through Serious Games Learning Analytics. In Cognitive Computing in
Technology-Enhanced Learning (pp. 29-46). IGI Global.
Lui, R.W. and Au, C.H., 2017, December. Designing simulation games for information systems
education—A case study in teaching for digital marketing. In 2017 IEEE 6th International
Conference on Teaching, Assessment, and Learning for Engineering (TALE) (pp. 290-
295). IEEE.
Theodoridis, S., 2015. Machine learning: a Bayesian and optimization perspective. Academic
Press.
Zhang, X., Kumar, V. and Cosguner, K., 2017. Dynamically managing a profitable email
marketing program. Journal of marketing research. 54(6). pp.851-866.
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