Digital Marketing Communication

This paper offers a real-world medium-sized business a digital marketing communication strategy (SME). The marketing strategic plan examines the choices a SME company has given the opportunities at hand. The article also looks at potential digital marketing communications and how they relate to SMEs’ expansion. A tactical business marketing plan using digital platforms is presented in the study. Brand awareness can be increased through digital media by running advertisements and updating websites. The plan involves the use of websites, search engine optimization, and social media sites to communicate to customers for increased sales. The report also describes a strategy in which use of web analytics can help the SME business to know customer preferences and needs. Brand awareness can be created through digital and search engine marketing. According to this paper, SMEs are firms that have less than 500 workers. The paper evaluates strategic digital communication planning for grocers in Sheffield.

Table of Contents

List of Frequently Used Terms and Acronyms 2

Executive Summary 3

Introduction 6

Details of Proposed Digital Marketing Strategy 6

Digital Marketing Communications (DMC) 6

Digital Marketing Channels 7

Web Pages 8

Search Engine Optimization 9

Marketing and E-mails 9

Social Media Marketing 10

Social bookmarking 10

Media Sharing 11

Social forums and discussion sites 11

Social media submission 11

Social networks 11

Social Blogs 12

Podcasts 12

Micro-blogging 12

Measuring DMC 12

Customer Engagement 13

Digital Marketing Strategy Development 14

Situation Analysis 14

Objectives 15

Strategy 15

Tactics 16

Social media marketing 16

Search Engine Optimization 17

Web-pages 17

Actions 17

Control 17

Conclusion 18

References 19

Introduction

Digital marketing is an essential tool in modern marketing. The contemporary economic activity is highly dependent on adequate marketing. Firms invest a lot in the marketing of their products as well as the launching of new products. Digital marketing efficiently gives a business an advantage since many people use digital media. The internet provides an impetus for companies to rethink and use technology. The interconnectivity provided by the web allows information to be conveyed smoothly. The major trends of the technology and access to the internet have enabled the SMEs businesses to rethink and prioritize the use of technology to promote business success. SMEs are innovative sectors and key drivers of employment, output growth and the economy as whole.

Digital communication has become a vital and a transformational tool in the modern marketing. The media landscape has been changed by the advancement of technology and the application of digital advertising. Firms capitalize on the available opportunities presented by the digital platforms including social media platforms. Examples of SMEs include bakery, green grocers, car dealership, restaurants, health stores, coffee shops, news agents, hairdressers, barbers, local convenience stores and more (Arens 2011, pp.36).

Details of Proposed Digital Marketing Strategy

Digital Marketing Communications (DMC)

Digital marketing refers to the usage of digital media such as mobile media, internet and other channels to market. (Kotler et al., 2009, pp. 124). Digital marketing relates to internet marketing because they are connected. Planning for the DMC is crucial because it involves deliberations that promote content in search engines. Many of the consumers are shopping and viewing products online. Marketers can, therefore, reach a high number of potential consumers. The marketing content is published in the search engines as well as in social media sites. Monitoring can be done, and the result can be measured by the number of viewers, followers, or fans in the internet links. For instance, social media links are designed to collect data on the number of people who have viewed, liked, or shared the content.

The marketing content is well articulated in the company web pages to attract web surfers and persuade them to purchase the products or services. The planning and articulation of information posted on the public pages determine whether customers will be satisfied or not thus the company planners should make their marketing pages worth finding (Armstrong 2015, pp. 217).

The analysis of social media usage helps in forecasting the effectiveness of a post. The success of a DMC can be measured and evaluated by how many times a post is liked, viewed, or shared. A selling post will make customers happy, and they will say positive things, like, share, comment, and buy more of the advertised product. Marketing is a process, and it continues even after the close of sales because the existing customers are engaged more to give repeat sales and also give referrals. Customers who advocate for a product show gratitude for excellent products offered by the firm (Kotler and Keller, 2009).

The effectiveness of a marketing strategy will be measured by how much sales the communication generates.

Digital Marketing Channels

Companies in the contemporary world have choices about the marketing channels. A company website is one of the most important channels for communication and advertising. Corporations invest in website construction and management to ensure excellent information transmission and display of information on their websites. Professionals are hired to design the layout as well as control of the sites. The website is usually the main channel while other sites such as social media sites can be used as support elements (Shimp 2007). (Kotler et al., 2009, pp. 124).

Figure 1 (Digital Strategy 2016)

Web Pages

Website pages are wholly owned and controlled by the firm. A firm manages and effects modifications and changes in the content put in its web pages (Ryan & Jones, 2009, 40-42). Web pages are designed to have the critical highlights and details of the products. A customer should see the vital and eye-catching information. The internet sites support the actions done by other supporting elements of digital marketing.

An effective articulation of digital advertising is the one that combines a firm’s organizational culture, goals, and visions with the consumers’ needs.

According to Ryan and Jones, the steps of building a website include:

Planning: define target market, analyze competitors, set goals, make a schedule, and try to see the page through customers’ eyes

Design: setting the page outlook

Development: working on the actual pages making sure that they align with the firm’s set goals, set design and planned content

Testing: making sure that the website works as it should

Deployment: involves going live and publishing the content (Prospect Consulting. 2013).

A well-designed web page can be an excellent tool which can promote access to information. The availability of information to customers makes them aware of the available products and their prices. Consideration of the target market when designing a website promotes customer satisfaction because they will not have to find substitutes. When customers’ expectations are met, they become consumers of the goods. Online content assists the buyers in comparing prices and quality of products. Customers are also able to order commodities online which is convenient. A web page should also be made accessible and usable (Peoplemetrics 2010).

Search Engine Optimization

The intended use of a website is to convey information to customers, both existing and potential ones. Business interacts with the customers mainly through the main site. Creating a website in itself does not guarantee visitors (Ryan & Jones, 2009, 66). An optimization technique is used to increase the chances of the website appearing in search engines. An optimization is done to improve the volume of traffic to the website pages so that the content can be more visible (Kotler and others 2009, 131). Optimization enhances the webpage visibility in the search engines. The optimization and web developing are always continuing to ensure efficiency and achievement of the set goals. Advantages of search engine optimization include timely, high-quality and relevant search results. The choice of effective keywords and competitor analysis ensures a competitive advantage over the competitors (Ryan & Jones, 2009, 69-73).

Marketing and E-mails

Firms communicate with customers to convey promotional messages, personal messages, and customized messages. Most businesses send promotional messages and new product messages via emails. The strategic use of emails to communicate about new products aims at maintaining the relevance of the products. The engagement strengthens the customer relationship and makes the customers own the brand. Also, the communication adds credibility to the business (Ryan & Jones, 2009, 134). Various tools are used to manage email marketing. Firms use customer lists, campaigns, and crafts. Specific employees manage the customer lists, track and follow up on the marketing campaigns, and design the crafts. Customer relationship management is an important part of the process. The administration through selected officials keeps a record of customers and how they react towards products and business as a whole. Tracking of customers enables communication to be sent to the right kind of customers. (Ryan & Jones, 2009, 135-137). Email marketing cannot be replaced by the social media marketing because each has a role to play in the strategic digital marketing. Email marketing is stable, reliable and valid because it communicates to individuals directly (Ryan & Jones 2009, 148).

Social Media Marketing

Web-based services which join people online have been of great use in modern advertising. Many users come together and view content together through linked platforms. Consumers can be able to see, participate, comment and discuss the information posted by a firm. The social platforms allow the consumers to know the products more in social interaction (2009, 152). Social media enables sharing of different marketing materials including videos, pictures, texts, and audio. Examples of these online sharing platforms are Facebook, Twitter, Pinterest, LinkedIn, MySpace among others (eBizMBA.com. Date of retrieval: 26.12.2017).

The different forms that exist on the social media sites include social forums, social discussions, social bookmarking, social review and rating, social media submission, social media sharing sites, blogging sites and wikis. The examples are explained below.

Social bookmarking

Online users save bookmarks of their favorite web resources. Web pages can be tagged on the web by use of web based tools. The online tagging enables easy access of the tagged content. Social bookmarking promotes exposure, relevance, and traffic in the advertising sites.

Media Sharing

Sites may share information to reach many people. Users can be able to communicate through discussions, comments, and sharing and can also choose to publicize or not. The benefit of sharing includes the ability to know what customers in a particular region like or dislike.

Social forums and discussion sites

Individuals login to different social media sites and choose to discuss any topic of their interest. The use of social panels and discussions enables the company to get closer to their customers. Companies collect data through customers’ contribution and debate which assists in planning.

Social media submission

Online users submit, review, comment and discuss specific products online. The provided information can be in the form of text, video, audio, or a photo. The discussion and commenting can take different forms which might include approval or disapproval which makes individuals like or dislike the product. Social reviewing can lead to a wave of liking or hating. The benefits of social submission sites include; it reveals the trending items and people’s interests, increases online reputation, and also increases the traffic to the posted material (Shimp 2007, 243).

Social networks

Online users create own sites where people can connect and network. Information is shared in different forms like photos, videos, audio, texts and more. The ability of the sites to link many people gives it an advantage of reaching many people from the same locality of geographical location. Use of social networks improves online reputations while offering advertising options (Arens 2011, pp.36).

Social Blogs

Individuals write on topics of their interest and post them on the internet. The hot topics of the day are easy to establish. Users can then give their thoughts and ideas about the blogs. A firm should investigate and evaluate the workability of blogs. A good relationship with blog writers and exposure to consumers can propel the company’s sales.

Podcasts

Audio and video clips can be shared online with the aim of reaching out to customers. The shared video clips are called podcasts which are used widely in television and radio platforms. The type of media is also put on a website of a company to give customers a better understanding of the products as well as a chance to comment on the product or the idea posted. Podcasts create efficient channels to reach out to customers.

Micro-blogging

Users use short messages which are not longer than 160 characters. The quick messaging promotes product visibility and increase customer traffic on the websites. Also, it is an easy way to communicate with the customers (Karunakaran 2008).

Measuring DMC

Creating an efficient digital marketing strategy requires measuring the results. Companies can collect information about how the progress of their marketing communications. The effectiveness of the online marketing can be measured by looking at the return on investment (ROI). Marketing is as crucial as other investments. However, the importance of marketing is not well understood by many organizations which make them fail in marketing strategies.

According to Tikkanen and Vassinen marketing is not only an expense but also an investment because it leads to increased sales and higher revenues in the long run (2016, 78). Calculation of the rate of return assists the firm to effectively compare investment decisions and choices and allocate the budget coherently (Tikkanen & Vassinen,2016, 79).

A precise definition and realization of the return on investment require clear goals and focused managers. Calculation of the ROI can only be done based on overall goals. One can get the return on investment by dividing the net profit by the net investment. The calculated gain excludes the cost of investment. The return on investment of digital marketing is always set higher than other investments because they have higher risks (Tikkanen & Vassinen 2016, 79-80).

Customer Engagement

Finding new customers is one of the goals of advertising. The new technology promotes greater visibility of company profiles and products. The online profiles support new customer acquisition and thus more sales. A company should also consider maintaining relationships with the existing customers. Customer relationship management is crucial to maintaining growth in business. Customers needed to feel important and valued to identify themselves with the brands they like.

Figure 2 (Peoplemetrics 2010)

The uses of digital marketing tools enable meaningful communication. Also, marketers can maintain long lasting customer relationships. Customers will love the fact that they can quickly get access to the company managers and directors.

Digital Marketing Strategy Development

Strategy development involves planning the strategy, deciding the tactics, planning the actions on how to implement the tactics, situation analysis, setting the objectives, and controlling the results of the process. (SmartInsights.com. 2012, Accessed: 26.12.2017).

Figure 3 (SmartInsights 2012)

Situation Analysis

A situational analysis aims at getting a clear picture of the internal and external business environment. The analysis includes the report of the business market, competitors, products, customer base, environment, and opportunities available for the business (About.com, 2013, date of retrieval 26.12.2017). SWOT analysis can be done to analyze the marketplace. Internal strengths and weaknesses, and external opportunities and threats of the business are examined (Morris 2009, pp. 385).

The Organization

Strengths – O

Existing Brand

Existing Customer Base

Existing Distribution

Weaknesses – W

Brand Perception

Intermediary use

Technology and skills

Channel Support

Opportunities – O

Cross-selling

New Markets

New Services

Alliances and Co-branding

SO Strategies

Leverage strengths to maximize opportunities = Attacking Strategy

WO Strategies

Counter weaknesses through exploiting opportunities = Build strengths for attacking strategy

Threats – T

Customer choice

New entrants

New competitive products

Channel conflicts

ST Strategies

Leverage strengths to minimize threats = Defensive strategy

WT Strategies

Counter weaknesses and threats = Build strengths for defensive strategy

Figure 4 (Morris 2009, pp. 386)

Objectives

The setting of targets of a digital marketing strategy is vital. Setting objectives enable the company to forecast the future business growth. The goals of a firm may include how the digital communication is used. Objectives of a firm enhance the image and attitude towards the company. Also, the image created can enhance demand and sales. The objectives should include ways of maintaining existing customer relationships as well as acquiring new customers. The plan can also include how to use the digital marketing communication to get new customers.

Strategy

A company can deliberate on the channels to use in the digital world. A website is one of the channels that a company can fully control. The advantage of using a website is that the information about the company can be condensed in a page where customers can view, analyze, and discuss the company and its products. The availability of information in web pages enables customers to get full information which enhances decision making. Factors like customer targeting, segmentation, and positioning of a firm among the many competitors in the business must be taken into consideration when designing a digital marketing plan. The designing of the web pages must also include the frequently asked questions so that the customers can get answers to their questions. Satisfaction will bring customers back to the pages (Hundekar, Appannaiah and Reddy, 2010).

Tactics

A digital marketing strategy requires a tactical planning. The tactics include the specification of the channels to be used, how and when to execute. Besides the web pages, a marketing strategy will consist of other appropriate channels like social network sites depending on the applicability. The chosen channels have to be suitable for the business. For instance, the company can select the use of search engine and social media beside the use of the main site.

Social media marketing

A firm should consider how products should be presented in different channels of social media. A tactical presentation different from the competitors should be done to promote uniqueness. The unique display makes it easy for the company to stand out and effectively reach the target customers. The plan also needs to incorporate the frequency of updates frequent updating keeps customers updated on what is happening. Communication with customers should be made easy and accessible (Management Study Guide 2016). For instance, including single-click surveys that cannot be edited can help get first hand and honest feedback from customers. Fields for comments and leaving feedback should be done in a way that customers can share information, ideas, and suggestions. Online conversations and direct messaging is also a crucial part of the marketing that enhances customer satisfaction. Quick responses to online chats make customers feel valued. Customers also take pleasure in direct communication with company representatives and add their confidence with the company.

Search Engine Optimization

Customers need to visit a website to see the content. Use of an optimization technique can ensure that a site is visible to web users. The optimization technique works by use of the right keywords. Analytic tools can be used to find out the most searched content on the web. An example of an analytic tool is Google Analytics. Customer search is monitored analyzed and used by the company to increase visibility in search engines as well as increase website visitors.

Web-pages

Practical skills and knowledge are required in the webpage development. An external help might be needed to design something that will support the objectives of a firm as well as meet customer expectations. A right internet page should be customer friendly with a smooth and clear usage of visuals. Also, most important information should be easy to locate with little navigation in the page.

Actions

A plan for strategy implementation is required. Clear guidelines should be made in the implementation of digital marketing strategy for effective communication. The usability and control of the web pages should be enhanced by modifying and monitoring regularly. Clarity in the digital communication will lead to success in of marketing strategy (Lea 2015).

Control

The company can use different methods to control the results of the digital channels. Google analytics can be used to analyze and monitor the activities in the marketing channels. The information collected can be used to enhance the usability of the websites and social media sites. Surveys are mostly used to get the required information about the customers and online users. The frequent analysis improves the communication and promotes efficient development of marketing strategy (Smart Insights, 2012, date of retrieval 26.12.2017).

Conclusion

Marketing strategies and communication have changed due to the advancement of the technology. The progress enables firms and organizations to develop strategies that will suit their businesses and align them with their goals. Use of web pages, search engine optimization and social media is recommended in the industry to increase revenues. SMEs in Sheffield can maximize revenues by use of strategic digital marketing in a competitive market where the roles of organizations, firms, and consumers have changed. Firms should be searching and analyzing more information instead of sending it. Companies should create a dialogue to engage customers. A marketing strategy should be designed to accord the customer value and recognition. Marketing is all about customer engagement and businesses need customers. Marketing strategy is one way of preparing a firm to meet customer expectations (Greenberg 2014).

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