Question:
Discuss about the Digital Marketing Strategy for Implementation.
Being a rental car service company, Gocar needs to set their digital marketing strategy to address and attract the target customers. This is due to multiple reasons. The customers are likely to be online and search for online resources to resolve any quarry they have. Moreover, the Gocar is a mobile application based car service that helps the customers rent a car to set out for journey. They provide the customers to their door steps from where they can take the car anywhere they like for a fixed amount of charges. The trip is considered to be over only when the car is returned to its pick up location. This is a convenient service first started by Gocar in the face of Ireland.
Digital marketing strategy is just like a normal marketing strategy to fulfill the organizational goal. However, the marketing strategy based on digital sources is different from the normal mode of strategy as it requires different planning. The planning involves multiple steps to attain its success. The following part of the discussion proposes an effective digital marketing strategy that can help Gocar addressing their overall goal.
The first step of digital marketing strategy should be to identify the ideal customers of the business, that can be created by research, survey and interviewing the target audience. However, in case of digital marketing the digital resources are prioritized for gathering the information. This data quantitative data involves location, age and income of the customers. (Chaffey and Bosomworth 2012) Company can utilize google analytics to identify the location, form where the maximum traffic is coming from. This will be evaluated in the later section of the report. Qualitative information on the other hand involves the goals, challenges and priorities of the possible target customers.
Accordig to Chaffey and Ellis-Chadwick (2016) the marketing goals of Gocar have to be aligned with the company’s business goal. Moreover, this requires the company to have a measurement tool calculate the effectiveness of the marketing strategy.
It is important for Gocar to evaluate the exiting marketing channel before incorporating ne strategy. The existing marketing channel is of three types that are owned, earned and paid media framework. It will help Gocar to categorise the digital vehicles, assets or channels already being used. The owned media is the digital asset Gocare holds. This can be the website, social media profiles, blog content or imagery, owned channels and the application the company use. The company has to have complete control over these Medias for calling them owned media. Earned media on the other hand are those reviews received from the customers. It can be earned when other people share company’s content, getting press mentions and positive reviews. Lastly, the paid media refers to the channels used by the company for promoting their content for an exchange of money (Ottman2011). It is to grab the attention of the target customer groups for which, they can utilize various third party social media channels like Google AdWords, paid social media posts, native advertising and other possible means.
The above mentioned can help identifying the current scenario of digital marketing used by the organization for meeting their goal. It also identifies the efficiency of these marketing channels. It will further help in identifying the gap in current digital marketing strategy of the organization and start thinking about the required modification.
The owned media should always be prioritized as all the other channels direct the customers to the owned media channel. It is important for Gocar to align their content in the owned media with their digital marketing goals. The process involves audit of the existing content, identify the gaps in the existing content and create a content creation plan. The first step is to study the existing content and rank the available contents in priority based order (Lovett and Staelin 2016). Next is to identify the modification required in the existing content for attaining the digital marketing goals. Gocar in the final step will require formulating a plan for creating the content necessary. Gocar can use a simple spreadsheet. However, it is mandatory to include budget information in case they want to outsource the creation process. In case of self production of the content, they require to produce a timeframe required for the task.
This step involves the identification of the inbound traffic for the existing content. Gocar needs to identify the location of maximum inbound traffic they are receiving. The next step is to rank each of the earned media sources according to their effectiveness. Google Analytics can help in acquiring the information required. It is likely to find on or the other content receiving more traffic (Stephen and Galak 2012). The company can then align their goals with their earned media. It is to determine how earned media can contribute in the process of achieving the goals. Gocar can utilize the media from where they receive maximum traffic for minimizing the gap between the current status and the goal.
This step of digital media marketing requires Gocar to identify the maximum traffic received from the paid media. It will be pointless to continuously invest in the media that is attracting less amount of traffic, hence can revise the investment accordingly (Lovett and Staelin 2016).
The final step of the proposed strategy is to bring together all the data recovered and analyzed. This will give Gocar detailed information on the profile, goal, inventories and content. They can then formulate a strategy document based on this information. The document will contain the required modification and plan that needs to be implemented on the digital marketing of the company that can help attaining the goals of the company.
Google Analytics can be a useful tool for identifying the necessary marketing channels for the business to attract the customers. The process of identification involves the analysis of the data from all the channels that are directing traffic to the company’s website. It includes the organic search, paid search, social media, referrals a direct traffic (Crutzen, Roosjen and Poelman 2012.). It is noticed that the service provided by Google Analytics is used by a few number of organizations despite of its utility. Gocar should implement this tool as a digital marketing tactics for monitoring all the platforms and understand the efficiency of the channels in terms of advertising. It further helps in gathering data on how many users are actually converting. This means that it not only tracks down the number of visitors that are being diverted to the website and the location of these users, it also communicates the information on how many users are actually completing their actions (Plaza 2011). Moreover, types of actions are also possible to track down using the Google Analytic tool.
The Google Analytic Channel further offers the company to use some of the basic digital marketing channels that could possibly be utilized. They are organic search or SEO, paid media, display, emails, referrals, social media and others. These channels can prove to be useful for Gocar in their digital marketing venture.
The channels selected for the Gocar has utility in both individual and community level. The email services and referrals are sent to attract individual customers. The company can utilize the Google Analytics tool for identifying the potential customers in a given location and send promotional contents for availing the services provided by the company. This is believed to be one of the best digital marketing channels in present in the market. Social media marketing and organic search or SEO is another important marketing channels recommended for the company. It is because the second largest traffic a company can receive is from their social media pages and organic. People are more into social media these days and are attached to all the time. Hence, it is one of the best possible ways to get the customers’ attention by posting contents in the company’s social networking pages.
Pay per click Advertising is another marketing channel that Gocar can use to get success in their digital marketing process. The channel is a paid channel where the company placing advertisement has to pay to the host website every time a viewer clicks on the advertisement. Various benefits are identifiable for the companies who are using pay per click. Some of the benefits of using this channel of advertising are as follows:
Display Advertising has recently risen in the market due to its potentiality to efficiently convey the message to the customer. It has the capability to convey all sorts of messages. It is the designed advertisements that are placed next to the content on the websites, e-mails or other digital format and also in instant messaging. The graphical presentations help catching the customers’ attention. Hence, it not only helps in promoting the products or offers, but also increases the online presence of the company and reach out the customers (Goldfarb and Tucker 2011). Additionally, it facilitates in increasing the brand awareness and driving leads.
Blogging is considered as another channel of promotion as it helps in driving traffic to the company website. It further increases the SEO. It requires using particular key words that will help the customers to find the business in the internet. This blogs further requires quality content to develop the interest of the reader to go through the complete information provided. Moreover, the quality content provided on the blog will position the brand as the industry leader (Onishi and Manchanda 2012). Last but not the least; it helps in developing relationship with the customers.
It is necessary for the company to select its content wisely as it determines efficiency of the digital marketing. The customers are interested only the benefits they will receive form the service or products. Hence, it is important to deliver the core content to the customers and avoid unnecessary information.
References
Chaffey, D. and Bosomworth, D., 2012. Digital marketing strategy. Implementation and Practice.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Crutzen, R., Roosjen, J.L. and Poelman, J., 2012. Using Google Analytics as a process evaluation method for Internet-delivered interventions: an example on sexual health. Health promotion international, 28(1), pp.36-42.
Goldfarb, A. and Tucker, C., 2011. Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), pp.389-404.
Kritzinger, W.T. and Weideman, M., 2013. Search engine optimization and pay-per-click marketing strategies. Journal of Organizational Computing and Electronic Commerce, 23(3), pp.273-286.
Lovett, M.J. and Staelin, R., 2016. The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Science, 35(1), pp.142-157.
Onishi, H. and Manchanda, P., 2012. Marketing activity, blogging and sales. International Journal of Research in Marketing, 29(3), pp.221-234.
Ottman, J., 2011. The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler Publishers.
Plaza, B., 2011. Google Analytics for measuring website performance. Tourism Management, 32(3), pp.477-481.
Stephen, A.T. and Galak, J., 2012. The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 49(5), pp.624-639.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download
