In today’s world, to start a business and make it visible globally digital marketing is used. Digital marketing helps in promoting the products and services globally. Using online marketing methods for promotion is beneficial as in short span of time a large set of audience are covered (Yasmin, Tasneem and Fatema, 2015).
a. Benefits of digital marketing and its uses
It is important to use a marketing plan to promote the products and services, using digital marketing strategy help in reaching to larger viewers in short span of time. It also helps in knowing what services are provided by the competitors on the market. So that steps could be taken accordingly to achieve more profitable venture (Abdullah, 2017). For better marketing of products and reaching the right target audience, digital marketing is important. As online marketing contributes in spreading the awareness worldwide and is a flexible option for promotion. Even the competitors in the market are using online marketing to reach to customers.
b. Importance of digital marketing for Tesco
Tesco is an international grocery and general store that serve thousands of products. It is very important to have a digital marketing strategy so that more customers are attracted towards it. More customers means better benefits, thus it is a just a way to promote the services to the customers, to get more users in the business. More users or customers are a sign of profit to the company (Ahmed and Hussen, 2015). Using the old traditional method is difficult as well as time consuming, thus by applying minimum efforts and getting maximum output could be attained with the help of digital marketing.
a. Mobile and social media marketing
Social media marketing provides opportunity to reach to target audience. Social media marketing make sure that every kind of audience has been reached. It is an important part of a business for making profit. By using social media marketing products are showcased online so that services are available to customers (Chaffey, 2016). It is also favourable as it helps in in getting feedback from customers so that improvement can be made. It is true that users are actively available on social media all the time so that audience can be targeting in a faster way (Singh, Veron-Jackson and Cullinane). This approach is widely used as it is cost effective method. By using social media marketing techniques is beneficial as it helps in knowing the interest area of users. By this mean of marketing strategy millions of people can be reached in minimum time. Thus it can be concluded that advertising about the products on social networking site is worth it, as youth is active on social networking site all day long. Hence, advertisement of their interest will drive them to look more about it; which in turn will increase the traffic of the site (Singh, Veron-Jackson and Cullinane). Hence, this contributes in increasing business growth. It is a faster way to reach to the audience and users can remain active all the time. It is a cost effective approach for marketing, as well as it targets to all kind of target audience (Envato, 2016). Focusing on getting target audience can be accomplished by search engine marketing. Getting more audience on the website is done by showcasing all the products and services available in an efficient manner (Wu and Liu, 2016). After visiting the website, the appearance of website helps in keeping the customers for longer time. The website should be innovative to provide user friendly access to the services. Search engine optimization helps in bringing the website in top search results and also in keeping track of online traffic (Wu and Liu, 2016).
b. Marketing channels
Apart from these various marketing channels are available to get customers; two types of channels can be used direct channel as well as indirect channel. Direct channel is one where producer and customer deal directly with each other. Indirect channel is where an intermediate entity is used between producer and customer. Mostly indirect channels are used for reaching to large audience that too in a cost effective manner. It helps in reaching new target segments in lower cost estimates (Camilleri, 2018). Apart from that various platforms are used like Facebook or Twitter for promoting the product. As promoting the services using these platforms is very flexible and offers a great way to reach to target audience. It helps in engaging the customers by simply adverting about the products. These marketing channels are very useful for small businesses that are initially looking for customers.
For getting new customers
For getting new customers to the business, the best method is using digital marketing. For making the lifestyle easy social media marketing methods are used. Digital marketing provides various ways to promote the products in an efficient manner. It also helps in improving the relation with customers (Hall, 2016). As everyone in the society is using digital devices thus promoting the services so that target audience is reached.
Retaining the customers
Various channels used for marketing that assure that customers are stable. Email marketing is one of the methods to keep the customers stable for a longer run. As receiving the information via Email sounds like personal notifications (Ryan, 2016). It can be treated as a medium for communicating services and new products to the regular users. Keeping the regular users updated about the discount and offers is possible via Email marketing. Emails are sent to those users who show interest in various products and services (TechMagnate, 2017). So that they can keep track of all the new offers as well as new production in a company.
Using search engine for strengthening visibility
It is true that digital marketing is a cost effective approach, rather than using the old traditional marketing strategies it is recommended to use any source of digital marketing for better results (Yasmin, Tasneem and Fatema, 2015). But if the website is not visible to the user, then digital marketing is of no use. Therefore the first concern is to make website visible to the users and this could be done using search engine optimization (Yasmin, Tasneem and Fatema, 2015). It is important to check the flow of traffic on the website and trying to get more traffic. By increasing the traffic towards the site means that large number of customers is looking at the services provided by the business. Thus making the audience aware about the products and services provided by the company helps in growing the business. Getting the customers to the websites is not the task, but making sure that they spend time on the website so that business could be expanded (Armstrong, Kotler, Harke and Brennan, 2015). There are several ways and methodology available to get more customers to the website. One of the methods is online marketing as everyone around the world is active on internet. As it is simple to grab the traffic through online media, blogging is one of the example uses to increase the traffic of the website. To improve the visibility of the website and make the it visible in the top search results, search engine tactics are used.
a. (i) Steps undertaken to design and effective SEO
Adding On-Site keywords- Keywords are one of the important elements to enhance search engine optimization and also to enhance link building. Adding all related keywords on the site regarding the services offered by the business helps in fetching more traffic (Ramos and Cota, 2010). Related keywords could be leashed from Google to target more customers. Not only keywords but maintaining the title page of website, and using Meta data helps SEO learn more about the site (Baltes, 2015).
Building Focused pages- It is important to build webpages that are focused on the list of keywords. To get the page ranked high in search result specific keywords to engage more users.
Off-Site Optimization- Getting other websites linked to our website helps in increasing the rank of the site in search results. Links can be gained by Blackhat or whitehat softwres (Baltes, 2015).
Creating Links- Linking between internal sites as well as external linking helps search engine to learn more about the website. Blogs also helps in gaining traffic to site. As adverting about the products and services offered on different sites helps in bringing traffic to the site (Holliman and Rowley, 2014)
. Apart from that learning about the competitors and what they are serving to the customers helps in knowing more what need to be improved in the organisation.
Quality Content- To get more customers to the site, quality content can contribute in that. Creating the creative content for the site helps in marketing and getting more customers. Other than that writing blogs on website helps in getting audience, thus expanding businesses by means of digital marketing (Baltes, 2015).
Monitoring the Results- After performing all the step sit is important to note and check that is it actually making difference in the business. Checking weather marketing strategies are working correctly or some changes are needed for getting profit in the business (Baltes, 2015).
(ii) Steps taken to design pay per click effectively
Setting pay per click is important as it helps in internet advertisement of the business. Tools are used to set PPC (Pinho and Soares, 2015). Various steps that are undertaken are:
Defining Goal- It is the first step to fix an objective of the company so that online marketing plan could be designed. As identifying the goals helps in getting more traffic to the website, so that planning campaign could be designed accordingly. As if the objective is clear, marketing strategies keeps in boosting the sale (Dou, et. al, 2010). Proper plan is designed for every objective.
Selecting Platform- Various platforms are available for advertisement of services such as yahoo, Facebook, Google. These platforms need to be chosen in a proper way as advertisement is directly proportional to sales.
Target Planning- Once the platform is decided it is important to find out the target audience. Customers can be targeted in several ways like targeting audience according to the location or by their type (Pinho and Soares, 2015). As Geological targeting helps in getting the customers according to their location, whereas targeting people according to their interest keeps in customizing the ads. The ads are designed according to the target audience.
Finding Keywords-It is a basic step, in which list of keywords are created according to the trend. List of keywords are prepared according to the companies’ objective, help in bringing the website in top search results (Ramos and Cota, 2010). Once the keywords are selected it is important to monitor the keywords that are not contributing to any traffic, thus it should be removed.
Writing Creative Text- Advertisement is the only way to promote the services of business. Thus it should be designed in a creative and an innovative manner to get more users. It contains certain tagline endorsing the services provided by the company (Pinho and Soares, 2015). Thus it is important to select an effective text for the advertisement to attract more audience (Fulgoni, 2016). For ensuring that high quality has been served extension can be added to gain the trust of customers.
Landing Pages- Landing pages are those pages which gets opened whenever users clicks the advertisement. The landing page should look appealing to the audience so that they stay for a longer time and explore the services offered. Thus by optimizing the landmark pages helps in receiving more customers (Dou, et. al, 2010).
Monitoring Competitors- Benchmarking is the key strategy of marketing. In a competitive world it is important to keep an eye on the competitors in the market (Fulgoni, 2016). Knowing about the strategies used by the competitors, keywords used in their design as well as knowing about the development plan helps in designing an effective plan for the organisation.
Monitoring and Tracking- As all the products have certain keywords related to all the products. Monitoring these keyword lists by tracking code helps in knowing which keywords are actually profitable to the company (Dou, et. al, 2010). The keywords which are not contributing to any profit to the company should be removed.
(iii) Steps taken to design effective online display campaign
Understanding the objective and nurturing the sale- Online advertisement is a main source to reach large number of audience. It is a convenient method as people are available on the internet all the time (Stokes, 2011). By online advertisement method it is possible to reach large audience in short span of time.
Building familiar branding ads- There are many competitors in the market serving the same kind of services (Stokes, 2011). Thus the advertisement of competitors are analysed so that same kind of branding strategy can be used. Branding of the services includes promoting various discount offers as well as customers benefits. This is a flexible method to increase the marketing funnel(Tuten and Solomon, 2017).
Designing implementation- The appearance of an advertisement is of key importance, these are designed in a way to capture customer’s attention. Selecting an innovative design pattern, attractive tagline and picture helps in grasping more customers (Stokes, 2011). Advertisement should be implemented in such a manner that in depict the entire story to audience.
Using rich source of media- Once the advertisement is designed it need to be showcased on a right source of media to attract more audience (Stokes, 2011). Publishing the advertisement on the right source is beneficial as it helps in getting target audience.
Optimizing the campaign by testing- It is recommend to check whether the ads are beneficial to the business or not and. So that investment could be done in the most effective ads by removing the online display which is not profitable. So that performance could be increased by getting more users(Tuten and Solomon, 2017).
b. Getting audience using search engine marketing
Getting customers is an easy option but making them stay for a longer period of time is directly related to the content a website contains. Appearance just helps in getting customers for one run, but building strong customer relation is related to the content and description it provides(Zilincan, 2015) . Content directly indicates what services are provided and is an optimum way to make sure the website is working correctly. And all he keywords are relevant and correct.
c. Improving website performance via website optimisation techniques
Once the website is launched it is important to keep track of the website on regular basis. Tracking the website on the regular basis helps in boosting the performance of the site. Most importantly designing the website is just the first part. But maintaining the speed of website and increasing the load capacity of the site is important. Various methods are used to increase the traffic on the site thus to make sure website performs normally it should have high load bearing capacity. Speed of the website can be achieved by maintaining the basic pages in cache memory (Kim, E. and Raykhenberg, 2016). There are certain pages which are accessed each time a customer visits the website, thus these pages are kept in cache memory so that these pages are enabled to users within seconds. Caching boost the speed of the website, it also reduces the response time. Thus grasps user attention and contributes for a longer stay of customers on the website. As company has several products which means there are large number of images on the website (Berg, 2016). Loading these images whenever a customer request, is very time consuming process. Thus to resolve this issue compression method is used, where large pages take more time to load is compressed to smaller images but marinating the speed. Like if a page has great quality content and images compression is the best web optimization techniques and helps in boosting the load time (Ryan, 2016).
Thus improving the performance of website is of key concern. Website showcases the impression of a company globally. It displays all the products and services offered by the company to the audience. Thus managing the traffic of the website is important but keeping in mind that it should not affect the speed and performance of the website. Website should be optimized in such a way that it delivers a user friendly experience to the visitors for effective sale(Wei and Stata, 2017) . As users have the tendency to stay on the website which loads faster and have higher results.
Apart for the external efforts provided to boost the performance of the website. It is crucial to check the order in which the products are loaded. If the products are loaded in a correct order it will increase the total response time of the website and will degrade the overall performance, Thus orders should be uploaded in a correct sequence so that efficiency is maintained. There are various websites whose major role is downloading of services thus it is important to decrease the size of file. Another approach that can be used is CDN (Content Delivery Network) it is a group of networks in which servers are located at different geological locations. Each server contains the copy of the file stored on the website. So that whenever a request is received from the user’s end, the file is searched on the closet located server and the file is delivered from that particular server. This reduces the load on the website by enhancing the performance (Wei and Stata, 2017) . Thus this setup impacts the overall presentation as whenever customers’ requests for latest libraries it could be fetched from nearest servers.
The performance of the website can be boosted up by reducing the number of resources. This can be done by removing redundant information the websites. Even html codes and CSS files have data that is not required are removed. Thus minimizing the resources helps in decreasing the load time as the total amount of space increases.
Last but only the least codes are bided on servers so that they are not loaded again and again on the website. Apart from that optimize database is important for efficient access. This is done by removing the old products from the database which is of no use now or removing old tables which do not contain relevant data (Wei and Stata, 2017).
d. Laws and guidelines need to be taken with regards to Search Engine Marketing
Keywords selection is an important process and it looks easy. But while selecting keywords it should be noted that they are not translated and are valid. Various laws are encountered like copyright law; website should follow proper copyrights standards. If the website is not authenticated it won’t appear in search results (Weideman, 2017). Also website should assure basic quality assurance principals, such that no false data and keywords are present (Zhang, Kumar and Cosguner, K., 2017). Also before a website appears in search result it should be registered legally.
Email marketing: Process and activities associated
Email Marketing is one of the most effective forms of digital marketing. Every business should invest in email marketing as research shows that email is 40 times more effective at acquiring customers. It is a promotion method that is accessed by all age people and from everywhere (Holliman and Rowley, 2014). As customers often believe that quality of information is received over emails and it is an integral part of every day’s life. Sharing information via Email helps in getting more customers for the company by increasing the traffic (Ryan, 2016). Whenever additional offers or discounts are launched by customers, email is used as a source of medium. Whenever the users see the Email, the interested user automatically drives to the website. Thus it helps in reaching to large audience in a cost effective manner. It provides exposure of the product globally and helps in engaging the audience for longer run. Email marketing delivers services and engages the user which in turn helps in optimizing the business needs. The purchase of a product depends on marketing emails as most of the customers are available online. It is true that users check their emails at least once a day thus, by writing optimal subject lines helps in getting more audience attracted towards the business (Zhang, Kumar and Cosguner, 2017). Benefits of email marketing are getting interested users to the site as the one who are concerned by seeing the email will only visits the site. In short email marketing can be done in a cost effective budget as well as it helps in reaching large amount of users (Chang and Lu, 2015).
Tools to measure the success of digital approaches
HubSpot – It is one of the solutions for measuring the success of the digital marketing. It as an approach used to measure inbound marketing and it uses logical steps to monitor and track the process. So that exact glance of website can be seen, tracking from where the traffic is attained, checking the landing pages or social media platforms so that future steps can be taken accordingly (Howie et.al , 2018). So that steps can be taken accordingly, by how to achieve success as compared to competitors.
Google AdWords- It is a unique tool of Google that is used to track the success of the website by designing and maintaining the pay per click ads. It also helps in monitoring the statistics of the products sell and services used so that return on investment can be calculating (Howie et.al , 2018).
Moz Pro- It is an important tool that measures the metrics of website, as metrics are used to read the critical traffic of the site and it also provide the user with insight benefits. It allows the users to streamline search engine optimization without performing multiple tasks.
Effective digital marketing strategy
Various steps are undertaken to design an effective digital marketing plan.
Conclusion
Among various marketing strategies, digital marketing is a cost effective approach, rather than using the old traditional marketing strategies it is recommended to use any source of digital marketing for better results. But if the website is not visible to the user, then digital marketing is of no use. Therefore the first concern is to make website visible to the users and this could be done using search engine optimization. It is important to check the flow of traffic on the website and trying to get more traffic. By increasing the traffic towards the site means that large number of customers is looking at the services provided by the business. Thus making the audience aware about the products and services provided by the company helps in growing the business.
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