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ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 5 HND Diploma in Business Unit number and title Unit 24. Digital Marketing Submission date Date Received 1st submission Re-submission Date Date Received 2nd submission Group number: Student names & codes Final scores Signatures NGUYỄN ĐAN THẢO VY – TBS Class FA21P1 538 BTEC Bridge Assessor name: Lực HH Student declaration I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is a form of malpractice. P1 P2 P3 P4 M1 M2 D
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Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID Number: Unit Number and Title: Unit 24 Digital Marketing Academic Year: 2020- Unit Assessor: Assignment Title: Report 1: Analysis and Research Issue Date: Submission Date: Internal Verifier Name: Date: Submission Format: This is a group project. Each group should have maximum 5 members. This should be written in a course, formal business style using Arial, 1.5 lines spacing and font size 12 with Justify Text to enhance the legibility for markers. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 3.000 words , although you will not be penalized for exceeding the total work limit. You are also required to deliver a 30 minutes group presentation. Each member will be assessed individually during this presentation. Unit Learning Outcomes: LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital environment LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels Assignment Brief and Guidance: Your company is a Fashion Company in Vietnam (Please choose a specific company to apply). To improve competitive advantages and catch up on the current market trend, your company has decided to change from traditional marketing to digital marketing strategies. Your team is assigned to develop a digital marketing plan for the firm in order to improve its
insights that are
fuelling the growth
of digital marketing.
LO2 Examine key
digital tools,
platforms and
channels, comparing
and contrasting
bricks and mortar
and other physical
channels
P3 Assess the key
digital tools and
hardware that are
available to
marketers in contrast
to ‘bricks and
mortar’ and other
physical channels.
P4 Examine the
development of e-
commerce and
digital marketing
platforms and
channels in
comparison to
physical channels.
M2 Critically
analyse the use of
appropriate digital
tools, both hardware
and software, to use
in a specific
organisation context
to meet their
marketing
requirements.
INTRODUCTION My company has decided to shift from traditional marketing strategies to digital marketing strategies in order to improve competitive advantages and keep up with current market trends. Hence in this project, I have to conduct critical analysis and research to improve competitive advantages and keep up with current market trends and I've been tasked with creating a digital marketing strategy for the company in order to boost business performance.
1.1 Company Profile
Juno is a famous brand specializing in providing fashion products such as bags, accessories and shoes. The company always knows how to make customers discover their hidden beauty, making them feel more in love with themselves. Juno was established in
2005, after more than 10 years of operation, the firm has increasingly matured and affirmed its position in the leading shoe manufacturing fashion industry in Vietnam. In which shown through the chain of sales systems that have been present throughout the country with 96 stores such as Nam Dinh, Hue, Vung Tau, Bien Hoa, Binh Duong, etc.
1.2 Company via online platforms
Although Juno's offline customer is quite stable, the company has not taken advantage of Digital Marketing to its full potential. In general, Juno articles on Facebook promote new items or offer special promotions. Although the article is varied, the post is relatively short, and the number of likes, shares, comments, and customer interactions are also negligible. Interacting with customers and replying to customer messages is also quite slow. Page likes, or customer interaction stats for Juno's social media pages are shown below. Juno Facebook
marketing may be expensive since not only do you have to pay for the campaign to be placed on TV, radio, publications, and so on, but you also have to pay to keep them running, which can add up to a significant amount of money. Digital marketing, on the other hand, is relatively inexpensive because platforms such as social media are free, and you may pay whatever you want to promote the campaign. Another different is that digital marketing allows you to track campaign performance much more quickly and easily than traditional marketing campaigns. This implies that when utilizing digital marketing, you can readily assess the reach of the campaign and how effective it is, allowing you to determine if you should promote it further or discontinue it. One of the primary distinctions between traditional and digital marketing is the number of people who are reached. Digital marketing may reach a larger audience, and the campaign has a better chance of being seen. Traditional marketing, on the other hand, does not guarantee that consumers will see the campaign. The distribution of the product, as well as where it can be seen, is the product's place. People had to walk inside the businesses to see it before digital marketing. Nowadays, owing to internet buying, businesses can ensure that their products are positioned in the correct location. This means that customers will be able to purchase the exact product when they are outside or even at home.
P2 Determine and analyse the key consumer trends and insights that are
fuelling the growth of digital marketing.
Trend 1 : Digital convenience Digital marketing makes daily purchasing easier for customers by allowing them to search and shop more quickly, saving them a lot of time and energy that would otherwise be spent on physical shopping. This ease of use enables Daily Shopping to collect consumer-specific data. By ordering the merchandise, digital marketing can deliver it to your door. Trend 2: Conversational Marketing Bringing together digital assistant consumer adoption and innovation in search query processing, conversational interfaces, and messaging. Conversational marketing was noted as a crucial innovation in the recent Gartner hype cycle, alongside AI, which frequently drives it.
It is clear that many of the technologies on the Innovation Trigger slope are not likely to become mainstream for another 5 to 10 years. Personification, real-time, and conversational marketing are three of the most important trends for marketers to consider in the next 2 to 5 years. (Chaffey, D., 2020) According to Gartner: "Conversational marketing tools enable firms and customers to communicate in ways that imitate human interaction at scale." This category is nearing the Peak of Inflated Expectations." (Source : Gartner Inc , 2019) Trend 3: Influencer and Advocacy Marketing People gravitate toward authentic and real experiences in today's society, where social media is widespread. In addition, potential clients are more likely to believe a real person than an advertisement about how amazing a particular product or brand is. This is where influencers enter the picture. While influencer marketing can be quite powerful, it can also be incredibly expensive. To get the most out of a company's marketing expenditure, marketers should carefully select their influencers and ensure that the ambassadors they use cater to and reach the correct consumers. Using an effective hashtag that people can
Businesses taking this approach are hoping to reap the benefits reported by Mckinsey research, which found that intensive users of customer analytics are 23 times more likely to clearly outperform their competitors in terms of new customer acquisition, and 9 times more likely to outperform them in terms of customer loyalty. (Source: Altimeter Digital Marketing Survey, 2019; Q2; Base N=500) Trend 5: Marketing Technology
Marketing Technology (Martech) offers a confusing array of software services for companies trying to better their administration of digital media, experiences, and supporting data. If your company and its agencies use the proper mix of Martech, it can help you acquire a competitive advantage; however, if you don't, you may be missing out on the insights and automation processes that your competitors are employing.
M1 Evaluate the opportunities and challenges facing the digital
marketing landscape
Digital Marketing Opportunities
After applying various tools and approaches, digital marketing can be successful and provide opportunities. These technologies assist marketers in reaping the full benefits of digital marketing, including: Consumers are easily reached. Digital marketing is an efficient approach for businesses to reach out to a big number of potential customers at the same time. Using the internet as a marketing channel is a rapid way to reach a large number of potential customers and prospects all around the world at the same time. Social media marketing has also transformed these marketing operations on various social media platforms such as Facebook, Twitter, LinkedIn, and Pinterest, etc. Direct Advertising Digital marketing allows for direct advertising and raises awareness of a product or brand. Companies can now simply display adverts for their products and services on various digital media. A competent online advertising strategy and promotional tools, on the other hand, can assist digital marketers in performing successfully in a highly competitive marketing environment. Ads can remain eternally Advertisements are more available to target customers at any time or in any location thanks to digital marketing. Prospects can visit any website and view advertisements at any time and from any location. The constantly displayed adverts entice prospects to contact you and find the items and services they require. However, in order for these adverts to appear on a webpage, they must be successfully managed. Advertisements Around the World
Without a doubt, digital marketing is a powerful instrument for business growth, but it is not without its obstacles. Among these difficulties are: Internet Access Restriction Digital marketing is heavily reliant on the internet. In some places, users may not be able to access the internet or may have weak internet connections. Digital marketing may be ineffective in locations with no or limited internet connectivity. Consumer Connection and Conversation are Limited Because digital marketing is heavily reliant on the internet, marketers may struggle to make their advertisements more complete and begin a conversation with their customers about the company's brand image or products. Brands face fierce competition. When a consumer looks for a specific product of a certain firm on the internet, several competing goods and services with the same marketing methods emerge on the customer's home page. Customers are dissatisfied as a result, and another company's product is cheaper and of higher quality. As a result, some buyers lack faith in many advertisements that appear on a website or social media and mistake them for fraud or a dishonest brand. The Danger of Hacking Strategies One of the disadvantages of digital marketing is the danger of hacking a company's promotion methods through digital media (internet). Hackers or competitors might simply track and copy a well-known company's valuable promotional methods and use them for their own goals. Anti-Brand Behavior (Doppelganger) Another disadvantage of internet marketing is that a single individual or group of people can tarnish the reputation of a well-known business by acting as a 'doppelganger.' Anti-brand activists, bloggers, and opinion leaders use the phrase "Doppelganger" to disparage a brand's image. Advertisement for Limited Products Another practical disadvantage of digital marketing is that it solely benefits consumer items. Industrial items and pharmaceuticals cannot be promoted via digital means. The information provided above may assist digital marketers in understanding the benefits and drawbacks of digital marketing. Visit the links under related posts to learn more about digital marketing.
LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels
P3 Assess the key digital tools and hardware that are available to
marketers in contrast to ‘bricks and mortar’ and other physical channels.
It is critical to have the correct range of software solutions to handle data insights, content, and digital marketing! Without the right ones, a company will be unable to develop a strategy that reaches target customers and follows them through the customer journey - providing insights into customer journeys, personas, conversion rate optimization, and a variety of other digital metrics critical to staying ahead of competitors.
1. Customer search analysis and keyword research Google Keyword Planner - Google provides a variety of tools and analytical platforms to keep data analysts happy - they are never short of tools that help you plan, manage, and optimize SEM strategies. Keyword Planner may be found in the 'tools' section of your AdWords dashboard. Even if the firm do not invest in AdWords, they can still use it. This is a fantastic tool that shows them the average monthly search volume for keywords as well as your typical organic ranking for them. The firm may also filter terms by geography and configure parameters for Google or Google and search partners. 2. Rank checking Advanced Web Tracking (AWR) enables businesses to examine their rankings on a daily, weekly, or on-demand basis. Reports can be accessed from any device. It does, however, provide a wealth of additional essential features such as localization, Developer API, and even social media exposure. 3. Backlink analyis Buzzsumo - The backlink tracker, which is not available in the free edition, allows the firm to detect who links to their competitors and evaluate most shared backlinks. The company can also see their social share for each URL, their most shared content on social, and locate influencers using Buzzumo.
