Digital Marketing Strategy Of IT Excellence of Davenport †Free Sample

Question: Discuss about the Digital Marketing Strategy Of IT Excellence of Davenport. Answer: Introduction Digital marketinggenerally refers to the advertisement process that is delivered through the digital channels, such as websites, search engines, emails, social media, and mobile applications. According to Tiago and Verssimo (2014), digitalmarketing is the most effective and helpful method to reach out to maximum people and establish the brand image. On the contrary, in spite of covering a wide range of marketing activities, the process may lead towards business failures if it is not managed appropriately. For example, one of the most common types of the digital marketing is through paid search, which is also renowned as PPC (Pay-per-click) (Baltes 2015). This advertisement procedure is the sponsored result, which appears when the specific search terms are required or when the business requires targeting to a particular audience. The maintenance of the flexibility, visibility, and effectiveness is necessary in order to undertake the fruitful digital marketing process. The study would thus explore the digital marketing strategy undertaken by IT Excellence of Davenport, which provides the best IT solutions around the business. The understanding of the business needs and requirements would confirm whether the existing strategy is feasible enough to accomplish the business goals. If not, the managerial recommendations would present the most suitable digital marketing strategy for the business by analyzing the theoretical background. Concentrating on such solutions, the business leaders would be able to maximize the business profits and strengthen the sustainable position for a long run. Situation analysis IT Excellence Devonport, the small IT Company, located in Devonport, Tasmania, offers the best IT solutions to the business professionals (Itexcellence.com.au 2017). The company is much concerned about the value of time and therefore looking after the specific business needs. The efficient expertise and skills are used to the IT businesses for developing the best solutions within short time. The company helps the businesses with data recovery, IT security, gaining better insights into the business, and office automation. In addition to these services, the company even provides the general IT solutions as well. The company maintains the competitive price rates and provides the discounts for the bulk use. IT Excellence of Davenport provides the data security services to the IT companies. The company provides the IT solutions to the larger IT organizations. One of the major services offered by the company is the Data Recovery Services (Itexcellence.com.au 2017). It is notable that Data loss is much expensive and inconvenient. Generally, the organizations keep the backup of the data in order to prevent the uncertain situations (Gummesson, Kuusela and Nrvnen 2014). However, it is noticed that due to some of the malfunctions or malwares, the stored data is lost. Especially, when the hard drive fails, the data would be lost accordingly. The crashes of the hard drive signify that the access to the paid-for programs is no longer available. The lack of availability to the license keys would crash the entire system. During such time, it is necessary to purchase the new software for the reinstalling purposes. The use of the advanced recovery techniques sometimes helps in recovering the lost data. IT Excellence provides that security to the IT firms. Moreover, the company provides the MS automation services that save the time and money (Itexcellence.com.au 2017). The company generally uses the Email marketing procedures to ensure the completion of the digital tasks. It is notable that Email marketing requires the high expandable data drive to restore the data (Kumar 2015). However, the company is a small organization that provides the data securities to the IT businesses. Hence, the company lacks the sufficient resources for expanding the email data drive. It is quite problematic for the company since the huge amount of data is needed to be restored. In fact, the lack of sufficient space in the data storage may cause the data loss that will affect the business services and reputation (Karjaluoto and Ulkuniemi 2015). Moreover, the company does not have any sound promotional strategy to generate more customer traffic and leads. The lack of proper customer buzz is much challengin g for the company to survive for a longer time. Hence, it is necessary for the company to improve the digital marketing process through effective promotions and modified email marketing that would be helpful in generating more customers or business clients (Royle and Laing 2014). The identification of the proper means of promotions would help in attracting more customers and generating revenues accordingly. Another most prominent issue is the management of the existing websites (Jrvinen and Karjaluoto 2015). The company requires paying attention towards the executives who have been managing the emails and concerns received from the business clients. It is necessary to train the service executives more efficiently to gather the interests of the target customers. When the customers receive the expected services and their queries are instantly solved, they would be inclined towards availing the help from these websites. The identification of the theoretical context of the digital marke ting process would ensure the necessity of improving the digital marketing process for the business development purpose (Lipiinen and Karjaluoto 2015). Recognizing the proper theoretical concerns would help in presenting the preferable recommendations for the company. Objective Setting The objectives of this digital marketing plan are as follows: To develop the conceptual ideas about the effective digital marketing process To increase the sales of the IT solutions offered by IT Excellence, Davenport To improve the existing email marketing strategy for creating customer traffic To provide the actionable recommendations for the betterment of digital marketing strategy Strategy Development Some of the digital marketing channels, such as Facebook, Twitter, and Groupon are much fruitful social networking sites that help in connecting people and develop the business communication. Moreover, in case of promoting the business and creating the customer buzz, the contribution of the social networking sites is much remarkable (Taiminen and Karjaluoto 2015). In fact, the company, IT Excellence can use this theory to enhance the customer base by generating the customer traffic. Concentrating on the effective strategy development for the digital marketing process would lead the organization towards the right direction. It is necessary for the company to develop the tactful strategies to establish the right digital marketing method. The company requires utilizing the following strategies to develop the digital marketing. The company requires building the buyers persona by collecting the demographic and psychological information. The detailed information about the customers requirement would help in building the effective relationships. Identification of the digital marketing goals and tools is also necessary for providing effective digital services to the customers. Evaluating the existing digital marketing channels and assets is also essential to understand the underlying issues and gaps. Auditing and planning the owned media would suggest the further development of the digital marketing method. The projects are broken into individual and small tasks and distributed among the larger number of individuals. Task divisions help the individuals to complete the tasks within the scheduled timeframe. It is even helpful process of getting control over the digital process. Tactics The current business atmosphere is surrounded by the huge competitions among the business competitors. The business companies often use the digital methods to face the challenges posed by the external competitors (Royle and Laing 2014). The lack of proper customer buzz is much challenging for the company to survive for a longer time. Hence, it is necessary for the company to improve the digital marketing process through effective promotions and modified email marketing that would be helpful in generating more customers or business clients. Many of the business activities are controlled by using the advanced technologies or modernized method to reach out to the target customers. Similarly, Digital Marketing is a remarkable and efficient process of providing services to the target customers and making profits by offering the time saving and efficient solutions at a competitive rate (Jrvinen and Karjaluoto 2015). There are few types of digital marketing processes that are widely used by the business marketers. It is to be stated that the company requires improving or modifying the current email marketing strategy instead of changing the entire digital marketing process. The limited resource of this small company is needed to be invested in modifying the existing strategy. Especially, the small business marketers or the entrepreneurs that have limited resources to invest on business can be benefitted by these digital marketing strategies. The following types of digital marketing processes are used. Paid Search Pay-per-click (PPC) is a type of digital advertising process, which refers to the paid to search solutions. PPC appears on the top or side of a search engine. The customers required paying to the business when the ad is clicked. The PPC search has the flexibility to e searched by tailoring the preferences (Donnelly et al. 2015). This ad targets the particular audience suitable for the business. The flexibility, visibility, and effectiveness of the organizations are presented through this search if the customer puts the right term or keyword (Chaffey and Allen 2015). The search engine optimization (SEO) is the greater option for this type of this digital search. Content Marketing Creation of the attractive contents, which are not promotional in nature helps in gathering the customer buzz. Especially, in case of IT solutions or technical solutions, the informative contents are much beneficial in gathering the attention of the target clients (Stone and Woodcock 2014). It is quite difficult to some extent, but is much feasible and relevant to the audience. Resourceful contents are also much appreciable for attracting more customers towards the contents developed for the business purposes. Email Marketing Email marketing has been around for few decades from now. It is still considered as the most direct and quickest form of reaching to the target customers. The major reason behind such frequency is the consumers are much attached to their emails. However, the business marketers require identifying the best possible way of using this process (Holliman and Rowley 2014). It is noted that the successful email campaigns must be informative, engaging, entertaining, and relevant. The companies require using the adequate information for guiding the decisions for the effective communication process. There are some of the core attributes that are needed to be followed by the business marketers while using this process. For example, the business marketers need to be trustworthy, conversational, relevant, strategic, and coordinated to be successful in this context. Mobile Marketing Use of the mobile devices is becoming increasingly integral part of our daily lives. The marketers need to understand the method of effective and unique communication process. The instant checking facilities are quite convenient for the business marketers to reach out to the targeted audience (Menon et al. 2015). In-app marketing is one of the most effective forms available in the mobile devices. However, it is necessary to recognize the right method to convey the messages through mobile marketing process. Marketing Automation Marketing automation is another type of digital marketing platform that ties the different marketing types altogether. Campaigns become more effective if this digital marketing process is used in the right way. The software used for the marketing automation automates and streamlines the workflows and the marketing tasks (Hartemo and Hartemo 2016). It generally measures the results of the digital campaigns and helps the business marketers to increase the revenues faster. Marketing automation process helps in gaining more insights about the right programs to be used (Green 2015). Moreover, this process even creates the significant impact on the bottom line process as well. These different typologies of the digital technologies help in reaching to the target audience as per the business requirements. It is notable that the development of the high-tech and highly advanced technologies would be much helpful in terms of gaining the supports from the external sources while establishing the digital business. Actions The company, IT Excellence has been utilizing the email marketing method. The following actions would be relevant for developing the skilled email marketing process. Emails should contain the messages, which are more persuasive and consistent. Customers usually prefer consistency about the services and information they are receiving from the company. Hence, maintaining the consistency level is essential. It is necessary to avoid the misalignment of the messages. The broken emails and alignment of the different messages confuse the customers and create the negative impact. Hence, it is necessary to avoid these messages. Managing the contents of the message is another most necessary action to be undertaken by the company for influencing the customers. Controls It is necessary to control the actions by monitoring the entire email marketing process. The service executive of the company requires developing a complete quality checklist that would measure the contents, time, structure, and information of the mail. Checking the progress report would also ensure the proper controls on the digital marketing plan. It influences the choices of the clients and communicates with them more clearly (Holliman and Rowley 2014). In some of the cases, it is noted that the agents may assume the challenges due to the conflicting priorities. As per the theoretical concept, it is cleared that managing the customer relationship is necessary to generate the sufficient amount of revenues. Therefore, modifying the existing email marketing would be beneficial for the company. The limited customer base may affect the long term sustainability of the business. Even the theoretical approaches are considering that the company needs to develop the social networking proces s for the future development. In such cases, maintenance of the proper social networking methods would be much helpful for the business. Actionable Recommendations The case scenario reflects that the company has been facing challenges in gathering the sufficient customer traffic for increasing the revenues and ensuring the growth. The email marketing process undertaken by the company requires more development to ensure the business success in a significant way. As per the theoretical development, it is notable that the company requires developing the proper networking process to create the customer buzz. Considering such requirement, the further study would provide the effective ideas about the efficient email marketing process. The steps are described further: Personalization of the email It is to be considered that the practice of the personalized email greeting is much effective. The email marketing process requires the strengthened relationship building with the business clients. The recipient needs to know the sender of the email to gain more reliability. The personalization process of the email marketing helps the clients to identify the sender of the email. Moreover, it determines the authenticity that generates trust and developing frequent business process. It also feeds the subscribers individuality for the betterment of the services. The service executives if IT Excellence can use the name while receiving and replying to the emails received from the clients. Shorter and longer subject lines In order to prepare the proper subject lines for a particular IT services. It is necessary to maintain 60 to 70 characters while preparing the subject line for an email. It is researched that including 70 characters in a subject line is most beneficial to engage the readers in clicking through the content. It is one of the most effective and beneficial email marketing strategies to attract more customers. Providing Free Contents Providing a free content or free template is another most beneficial form of email marketing that would create the positive impact on the customers minds. While offering the IT solutions to the business clients IT Excellence requires providing the informative contents to the clients to attract towards the services. It helps in resolving the queries of the customers as well. However, it is even necessary to develop the attractive contents to make the information influencing enough for the business clients. Time Scheduling It is necessary for the company to identify the most convenient time to circulate the emails among the business clients. Sending the emails anytime may create the negative impact on business clients. It is necessary to communicate at the initial stage to obtain information about the right time of sending emails. It is suggested that from 9 am to midnight is the most convenient time to send emails. The clients mostly prefer to check their emails during this period. Hence, it is a considerable strategy to be utilized while circulating the emails among the target clients. Using the social networking process to promote the business It is noticed that IT Excellence lacks the sufficient resources for the development of the promotional strategies. However, the limited customer base may affect the long term sustainability of the business. Even the theoretical approaches are considering that the company needs to develop the social networking process for the future development. In such cases, maintenance of the proper social networking methods would be much helpful for the business. Development of the business pages and websites in the social networking sites is one of the cost saving strategies for promoting the business. The business clients can present their concerns and experiences through such social networking pages. It would thus develop the proper networking with the business clients, which is essential for the business development. The recommendations are presented to modify the email marketing process in a significant way. Identifying the skilled strategic views would be efficient enough in developing the strong customer base. While the company lacks the adequate resources, implementing these strategies would help in increasing revenues by creating the customer buzz. Conclusion The study observes the digital marketing strategy undertaken by IT Excellence, Davenport that offers the digital and technical IT solutions to the business clients. 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