Digital Marketing Plan Essay

IntroductionIn the real age of advanced engineering science and media, where customers turn over access to broad merchandising culture all time, it is non easy for a business scheme to grow and develop efficiently without implementing sound trade st putgies. Such strategies should mainly include digital securities indus filter out beca expenditure of the broad use of computers and adoption of internet and different(a)wisewise associate devices. With undistinguished investment on web based commercialize and creation of website, a large population of customers and new markets may be exceedingly quartered by such market technique. The present paper major in providing a digital merchandise cast for bagel Nash Limited. The hospitality industry, is normally immediate changing and dynamic sector. It constitutes to the leading(p) sectors in the global economy, considering its turnover and transactions. As a result, hotel sector is highly sophisticated and competiti ve industry. As bagel Nash has greatly grown and op whileting in more nations in the globe, it is straight a must for beigel Nash Ltd to adopt a digital selling strategy to alter the smart set stay ahead of its competitors.Adoption of digital trade strategy result also enable the conjunction to overstretch and retain a large population of customers, market sh atomic number 18, and increase its acquire in the todays competitive environment whose customers have issuely information regarding the market (Chaffey & Ellis-Chadwick 2012, p. 15). Digital merchandise is one of the new desist cheap and growing solutions that enable companies to pull out maximumcustomers under no boundaries. If beigel Nash adopts a digital market strategy, the caller volition get word it easy to send messages to its potential customers, and as a result, this strategy exit end up attracting many new customers (Ryan & Jones 2012, p. 56). The economy of the todays adult male is actua lly demanding e real business owner to look for the outflank trade deals he or she fuck find. Usually, one house solitary(prenominal) find these deals on the internet. Digital trade helps companies to maximize their motion-picture show to consumers who be highly looking for the products and function of the companies.This aspect halts digital trade to a greater extent operative than any other form of advertising. Increasing the exposure of the beau monde through with(predicate) adoption of digital selling is highly portrayed by big firms especially McDonalds (Parkin 2009, p. 67). Digital merchandising get out have numerous benefits for both beigel Nash Ltd and its customers. However, on the other hand, adoption of digital marketing strategy has some drawbacks, which arose from the use of technology and internet marketing as strong as its everydayity of the purport market.When take for digital marketing Bagel Nash volition not cut back its marketing budget in th e current economy. Instead, this fast viands organization forgeting single counsel on victimisation its marketing budget efficiently by investing in digital marketing campaigns (Chaffey & Ellis-Chadwick 2012, p. 25). Actually, this is the allow time for Bagel Nash Corporation to review its marketing plans and bring digital marketing into its focus due to the rising costs of marketing using traditional Medias such as Magazines, which do not give the order a stock warrant that it is actually targeting its potential customers. Situation analysisThere be very view business organizations that operate without marketing in the current era of information communication and technology. If fortunately, a certain business is efficiently growing, this does not entail that the organization has captured all the entire market leaving no more growth opportunities. If an organization is already progressing, such an organization abide perform much better by adopting a digital marketing stra tegy, thus enabling it to increase its market sh be (Chaffey 2000, p. 157). If an individual has a business in the modern marketplace, it result definitely be stern to run it with implementing a marketing strategy and not enough path a local anesthetic newspaper advertising to maximize the businessexposure (Bird & Bird 2007, p. 78).In addition, running an advertisement on a local TV station is currently useless because the most appropriate forms of marketing atomic number 18 those based on online marketing. In summary, before an organization starts getting the advantage of a large consumer base the organization should correspond that it attracts them to its website, and that is when the tools of online marketing come into action. There is need to present goods and service in a visually and clear appealing manner on the organizations website. The website, depart be the store of the party on the internet. The operate and nutriment for thought substances offered by Bagel Na sh will be convenient to access, having fair prices, and intelligibly defined delivery methods (Ginty, Vaccarello & Leake 2012, p. 134). The club should also add a intercommunicate to its website for the purpose of providing fresh theme, innovations, and photos for customers to have a look. Adding a blog will also aid in satisfying the criteria of the take care engine for dynamical renewal as well as use. Adding a blog to the connections website also helps during replacement of the search engine (Chaffey 2008, p. 143).Other popular approaches that can be employ to help Bagel Nash to market its website are complaisant media sites such as Facebook, Twitter, link grammatical construction, Buzz, and other tactics of search engine optimization (Wind & Mahajan 2001, p. 89). The company can also market the website through the use of Google tools such as Google Local in order to maximize its online exposure. Despite the benefit of all these methods and tools, where an organization can promote its website using online marketing, organizations still have to deal with some issues that are related with digital marketing (Chaffey & Ellis-Chadwick 2012, p. 45). Online trade protection issue is the key concern with customers who prefer online shop and need some kind of security to be sure that the information they will be provide for their transaction cannot be accessed by other users or abuse in future. A company can result this matter of security by acquiring some verification certificates for online security and incorporating them on its website (Kaufman 2014, p. 90).Other concerns of online marketing include viral marketing, annoying standard ads that may discourage customers, placing much information somewhat products and function on the home rascal that is unnecessary to the customers, and problems when searching for a product or service on the website (Payne, Frow & Cambridge University Press 2013, p. 79). Therefore, it is recommended that, before anor ganization launches a digital marketing strategy, it should clearly understand whether the customer do online shopping a great deal and whether they have skills of surfing the internet. As far as Bagel Nash is concerned, its target market is tourists and passel who like fast foods and are always updated about the latest trends in fast food industry (Greenberg & Kates 2014, p. 115). Therefore, these people believe on internet to get new updates about hospitality work and do interactions most of their time on the internet. ObjectivesAchieving although challenging objectives are already set for the company to acquire in the next three stratums. collectible to the current poor economic status that the company is operate in, achieving these objectives in the first year will be slow. The objective of the first year will be to build brand awareness to the market. Bagel Nash will aid in maximizing the awareness of its fast food products and services and their availability as well. W e have already created the companys page on Facebook, which has more than 1,000 customer likes. Theses likes are for people from different countries virtually the world. The companys marketers will promote the website by using other main well-disposed networking sites, in-store advertisements, and emails. Optimization of search engine and updating serve of the companys data will be carried out more efficiently in order to ensure the website is always in depend in searching results using different search engines.During the year, the company will also introduce secure online shopping which will aid in improving the companys growth rate. The rate of growth of the company with increase from 6% of 2014 to 10% before the first year ends. In the following(a) year Bagel Nash will be growing calm down growth and will be among the leading search engines. In this year, the company will highly focus on introducing innovative technology and ensure that it uses the latest web technologies to enable regard of new visitors. The growth rate in this year will be expected to increase by 7% because the company will open new branches in other countries.Bagel Nash will offer online selling to the countries it will be operating in (Ferrell 2014, p. 56). In the third year, the company will revive for the worlds economy, hopefully. The company will be able to capture a 25% market share. For British, aggressive marketing technique to maximize its market share. Online shoppingwill be introduced to Britain countries in order to facilitate the companys valuable customers as well as maximizing its market share. As a result, this will increase footfall-struggle attracting new customers (Dholakia 2002, p. 57). StrategyThe following are the strategies that will be used to make the digital marketing plan more successful. Facebook lookalike consultation- Using Facebook, lookalike audience will enable the company to reach new customers who will be interested in the services of the compa ny because they are like the existing customers the company cares about. Using made-to-order Audiences, the company can decide to develop a similar audience that aims at targeting people who have similar characteristics with the Custom Audience arguing (Marich 2013, p. 76). For instance, if the company has over 5,000 penetrates in its marketing database, the company can upload this contacts onto Facebook and enable targeting a demographic that is similar to the existing buyers. Email marketing- other strategy that will be used is email marketing.This fast food company will double the number of emails it sends per month. In case the company has compelling content of information that it would like to send to customers, it will be easy to inform all the subscribers that are in companys email list via email communications. It is logical to argue that, email marketing is the leading digital channel used by many companies for ROI (Hemann 2013, p. 89). Bagel Nash will start strategizin g highly on making email marketing a digital marketing strategy. Better blogging- most customers like referring to the content of a companys blog as the match a company should use to start the fire. The marketers of Bagel Nash LTD will try to come up with a compelling content of the companys blog. A compelling blog content always has a potential of be well in all search engines. 90% of blog accesses are new and therefore, this will act as a driver for the website handicraft of the company. In addition, the blog will also be used to serve as a Twitter and Facebook post content and also as a puzzle for email marketing campaigns.By ensuring that the blog of the company has better content, its web traffic will rise as well as the content becoming more compelling. Digital PR- one can build contri aloneion of the content through instruction execution of Digital PR strategy. Reaching out to several websites and sending them using a solidness pitch, theycan end up writing an article of the company or try to feature the Companys CEO on a blog post. The more people talk about the company and its services and Tweeting and chatting about the company, the more the company will be exposed in the upcoming years. Unique promotion- the marketers will brainstorm a very incomparable form of promotion that will attract more people and, as a result, this unique promotion will drive enormous promotional material for the company in the next three years.The unique promotion of Bagel Nash will come up with user made jingle battle and photo upload promotion to entice its great buffs on loving media networks to fully understand the services offered by the company in a clever way. In case this promotion will become successful, it will be ranked as one of the most popular promotions for the company in the next years. We expect that this digital marketers plan will strive if the higher up discussed strategies are implemented properly. In the list of the above discussed strategies are new while some have been world used for the historic years. If these strategies will be incorporated properly, the company will have a perfect development and growth for the next three years using a digital marketing perspective. The strategies will highly contribute towards attraction of new customers and as a result increase gross revenue and get of the company. TacticsThe most ordinarily used tactic by many companies is e-mail marketing. However, most studies conclude that even if e-mail marketing is in the main used digital marketing tactic because it is measurable and less costly, services offered by Bagel Nash Company need other tactics to order with e-mail marketing. Discussed below are the tactics that will be used during the implementation of digital marketing plan. Social media- marketers tend to focus highly on social media and spend more money on it than other digital marketing tactics. This is due to the fact that this tactic is the most commonly used online activity in most countries. Just like any other tactic such as e-mail marketing, social has a higher capability of retaining customers and increase the companys exposure. In addition, social media has low negative impact regarding rewarding existing customers (Greenberg & Kates 2014, p. 25).Referral marketing- referral marketing is the leading tactic in terms of acquiring customers and shaping conversions. Most people are aware of referral marketing and argue that it is among the efficienttactics. Bagel Nash will use referral marketing to lead generation possibilities (Fenwick & Wertime 2013, p. 34). The tactic will enable the company to attract new customers as well as building stronger customer blood. The marketers of Bagel Nash will enjoy one of the main advantages of this digital marketing tactic. Referral marketing will highly optimize the sales mickle of the company, giving the company a qualified predictions that will increase its sales funnel (Vassos 2006, p. 95). Referral marketing will help the companys marketers hit a more qualified appearing from customers due to their satisfaction. Referral marketing is a very good tactic used in many organizations to attract and retain customers.It is a methodical customer cycle that is based on the strength of effect (Jones & Silverstein 2009, p. 58). Content marketing- according to most studies, content marketing is the second leading digital marketing strategy after social media when it comes to matters of spending. In addition, content marketing is ranked as the most rough-and-ready tactic in the area of achieving marketing goals such as computer memory and awareness. Customers seek advice and information on fields they have interest. Therefore, Bagel Nash will put much effort to give its customers relevant information to enable it gain authority on its field by being a reliable and helpful resource (Ginty, Vaccarello, & Leake 2012, p. 145). According to economics such as Jeremy Chandler, content marketi ng portrays the companys human side to people.The website developers will be encouraged to make use of personal constituent and try by all means not to eliminate human voice on the companys website (Lee & Ebrary 2001, p. 98). Customers tend to become more hook to organizations that offer reliable content about their goods and services and incorporating content marketing into the digital marketing strategy will help in attracting and retaining a large population of customers (Bailey 2011, p. 67). In order to attract more customers and achieve the set goals, it will be necessary to combine all the above discussed tactics into the digital marketing plan. In additional, Bagel Nash should not at any time forget treating its customers with quality care. ActionSuccessful implementation actions of digital marketing can bring significant advantages to an organization. Digital marketing will be the main potent means of achieving the goals and objectives of Bagel Nash LTD. The marketerswill ensure that they build up a reliable customer relationship as well as business contacts through the use of digital tools. These will not only be used to communicate with the customers but also to get their suggestions and comments. Secondly, it will be of great advantage to contact marketing search in order to enable the marketers use the appropriate platform for the digital marketing strategy. It is important to understand the target meeting of customers in order to choose the correct channel of reaching them (Wilson 2001, p. 123).another(prenominal) action that will be put into practice is considering the benefits achieved through the use of different digital channels in order to choose the qualified one. Email marketing will be one of the most effective means of reaching the companys target audience. The marketers will make use of this tool and design a quality content that can attract more customers. Controls- Bagel Nash is among the leading fast food restaurants in Britain and always focuses on the quality of food and services it offers to its customers. The staff members are all the time ready to improve the companys marketing system and implement digital strategies.With the availability of both external and congenital controls the marketing worry will be able to upgrade the current marketing system and evaluate performance accordingly (Flores & Palgrave Connect (Online service) 2014, p. 67). The management of the company is always in a process of improving their food and services and always ready to hear the views of their customers (Thomas 2011, p. 90). The company already focuses on improving customer services and the introduction of the new digital marketing strategies will enable the company improve customer satisfaction and attract more customers. The marketing department will comprise of advertisement manager, advertisement analyst, promotion manager, promotion analyst, sales manager, and market research analyst. Implementation plan tableCon clusionIn conclusion, digital marketing is broadly being used by a large number of companies. In the current age of advanced technology and media, where customers have access to broad marketing information any time, it is not easy for a business organization to grow and develop efficiently without implementing sound marketing strategies. Implementing digital marketing strategy will highly contribute towards the growth and development of Bagel Nash Ltd.BibliographyBailey, M 2011, Internet marketing An hour a day, capital of Indiana, Ind Wiley Technology Publishing. Bird, D, & Bird, D 2007, Commonsense direct & digital marketing, London Kogan Page. Chaffey, D 2000, Internet marketing Strategy, implementation and practice, Harlow, Engl. u.a. Financial Times/Prentice Hall. Chaffey, D 2008, Internet marketing Strategy, implementation and practice, Harlow u.a. Prentice Hall. 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