MAR051-6 Digital Marketing Strategy

MAR051-6 Digital Marketing Strategy

1. Literature review

1.1 Introduction

 The research study has highlighted the implication of “Search Engine Optimization (SEO)” in the organization to enhance brand performance. SMO is a progression process for the betterment of the quantity and quality of the company website and search engine to eliminate website traffic. Related challenges and difficulties are demonstrated here in technological innovation. This is a digital marking strategy that develops customer interaction and understanding of the requirement of customers. In this research, there is mention the methodological hypothesis is the benefit of secondary data collocation. The “Cross-Channel Promotion” is a marketing implication action plan, which is beneficial to the connectivity and collaboration theory of digital media. This plan contemplates customers toward the company and increases the explore target market. This literature review, mentions the theoretical framework which is highly appropriate to understand “customer purchasing behaviour”.

1.2 Conceptual framework

1.3 Integration of Literature

1.3.1 Systematic literature review

Table 1.1: Systematic literature review

(Source: Self-created)

1.3.2 Thematic literature review

 Significance importance of SMO implication in digital marking 

 Vast areas are present for the implication of “Search engine optimization (SEO)” in the firm. MNC companies apply these strategies to improve the quality of the official marking webpage and search engine (Maggioni et al. 2002). The SCO generally targets the natural traffic on the web for smooth accessibility of the customer. Addition there are several specified departments present that the organization applies the SMO.

There are different types of SEO are perusing that organizations apply in website development such as Technical SEO, “On-page SEO”, “Off-page SEO” and local SEO. The technical SEO based on ” crawling, indexing, rendering, and website architecture” in the business website. This is known for better speed increment and developing creative website maps, and avoiding unnecessary traffic. It also helps to find resources and link with other social media. This approach is highly effective and optimistic for the customers to handle access to the official website (Arya et al. 2019). Local SEO deals with national scale and improve the better search result. Multinational organizations such as Google, Amazon, and Nike use their local SEO to regional, and local resource presentations to the audience (Morais et al. 2020). The Localization techniques help the user to find the new company out late and the restaurant increases the band sales activity. The customer can easily locate the nearest store or specified location to reach the company. “Off-page SEO” is an online version that refers to “word-of-mouth” (Bhandari and Bansal, 2019). This is an external activity to increase the brand value and presents a comfortable search experience to the customers. Their additional tactics are online reviews, Backlinks, and Brand signals in the search box. “On-page SEO” is a common way to develop website visibility and eliminate extra that fine on the internet. The common elements of the practice are the Title tag, Meta description, Images, Internal linking, and search-optimized content. SEO strategies also use in “social media platforms” for helping customers to case the product discretion simply by clicking on the link (Tsagkias et al. 2021). The furthermore application the SEO is a mobile advertisement, and “Search engine marketing” which is the biggest place point of Google. In this category, there are different attributes and popular such as Web analytics, Pay-per-click, and “Cost per impression”.

Challenges that occurred in SMO practice 

 The identified challenges regarding the SMO implication to improve brand performance are

 Changing Algorithms is synonymous with constant changes in the experiment of the algorithm of a search engine. The organization needs to update the system to compete with the recent trend. It is hard to identify the random word that customers search on the website (Shen et al. 2019). SMO marketing is now the most crucial component for a company’s efficient functioning in the globalized market.

High competition is one of the major challenges in the SMO implications of website modification. As per the report, there are “1.9 billion websites” present in the intervention (Herhausen et al. 2020). In addition, the competition in social media is a challenging factor for the company. The organization needs to innovate and approve to attract the target audience. Finding detailed information on the UK organization’s media marketing promotion is the present focus of the research.

Web Vitals is based on the customer experience and the service provided by the company is a risk factor. The goatee needs to be more interactive to introduce the core value or research result. Visual stability is also necessary (Olson et al. 2021). Web designers need to have a positive approach to the customers o increase their focus.

Keyword Cannibalization is a prime risk factor for the SMO that occurred when the customer uses the same keyword on several pages of the search engine. Therefore, the same search engine detected the same search engine as competitors and form multistep pages.

Internal Redirects is currently making threats to the Website search engine. Over 301 redirects help the brewer currently present to the user after deleting the last page (Liu et al. 2020). That work in presenting the new page takes some time refers to latency.

Lack in AI-Generated refers to Customers who frequently encountered security concerns and litigated matters involving online purchases on the internet. The organization uses a range of social media platforms for media marketing (Mendonça, 2022). Both the revenue and the growth in sales are rising. Making the organization’s e-commerce website more customer-centric is challenging. Personalized page presentation to the visitors will improve the user experience.

 Difficulties in the Meta description are often fined in the design of the webpage. There are similar research pages present the engine needs to identify the differences between similar product research and avoid duplication.

The duplicate continent is a few complex technical problems in the UK retail organization. Compliance concerns and resource shortages are only two of the difficulties that come with online marketing (Martínez-López et al. 2020). The company offers to talk to the consumer about issues with a lack of openness.

 Impact of “Cross-Channel Promotion” on digital marketing 

The “Cross-Channel Promotion” of the organization is advantageous. Media marking, collaboration, and technical support are included in the media-making innovation. Additionally, it expands the marketer’s decision-making capability. Social media aids an organization’s ability to identify problems, empathize with customers, gather information, and foster internal communications. A number of factors influence their online purchases, including availability, affordability; selection, time savings, and return need to be improved (Younan et al. 2020). Building a relationship with the consumer will be made easier by favourable customer feedback. It influences the customer’s capacity for decision-making. Positive testimonials and a simple delivery procedure further boost the potency. According to data, online purchases are common. Businesses and organizations must switch to digital marketing to expand their presence in the UK market, which is undergoing a rapid upheaval. Therefore, in the future, this will be more crucial than ever (Mohammed et al. 2019) will. The information gap and absence of article searching generate problems in the research analysis. In this context, a lack of client-centric approaches and problems with corporate and customer security are some of the obstacles the organization encounters in its media marketing initiatives.

Marking strategies to increase brand performance 

The necessity to go through countless internet articles to get specific details has been noted as a research barrier. The business must give specific examples of its established procedure. The study has focused on social media marketing and how it helps build a brand’s image in social stability. Using social media marketing is now feasible to interact with clients on a number of social media platforms, such as Instagram, WhatsApp, Twitter, and others. Social media has evolved into a useful tool for business promotion in the twenty-first century (López García et al. 2019). Customers are increasingly using social media to introduce popular products to the market. It is interesting to investigate qualities that interest customers using the publication criterion. This can help companies sell creative products in the UK market, which will effectively increase brand recognition (Pijls et al. 2021). Additionally, producing high-quality products can increase consumer trust in the company, allowing it to improve the calibre of its goods and services and better satisfy customer demand. Media marketing infrastructure innovation is required to enable high-quality business contact and advertising. The organization’s lack of consumer preference and feedback analysis is one of its biggest problems (Popkova et al. 2019). Due to the intense competition in the online market, customer preferences have grown, and personalized options have become more available. Unhappy customers who submit negative reviews harm your reputation in the media. Building an accurate picture of the study to highlight the relative elements requires patience and persistence.

1.3 Theoretical Paradigm

“Customer-led positioning theory” is a digital marking theory that helps the organization to make a position relationship with the client and contrived significance brand to improve productivity. It also helps in the SMO implication and the CCP implication. The theory has two different marking factors such as “sales-led marking” and “customer-led marking”. The key adjective of model re PR, sales activity of the industry, and improve conventional advertising. The “customer-led marking” improve customer expects which are recommended in the research (Zhang et al. 2022). Additionally, the SMO help in customer experience, better quality designs, and the development in the product. It also focused on the betterment of communication practices and improving the company product destination. The web design needs to be specific and short and the research needs to be easily accessible. The theoretical frame is helpful in intensive awareness. The theory is applied in cross-promotion to attract potential client and customer relationships.

“Hawkins Stern Impulse Buying” affects the rational behaviour of the customer and the. The audience’s desire to make purchases is developed by explosive action. The use of social media significantly increases the propensity to buy. Social media and its trending technique have a big impact on consumers’ choices to purchase products from internet-based companies (Toubeset al. 2021). Thetheoretical framework that illustrates the process of internet shopping has significantly influenced the conviction that consumer behaviour is psychologically influenced by their purchases of goods from the online sector (Bouzembrak et al. 2019). Price, branding, incentives, internet trends, and reviews posted by tens of thousands of customers on apparel, among other factors, can influence and psychologically tempt consumers. Social media has the power to persuade and psychologically influence consumers.

1.4 Methodology

In this study, secondary data is gathered and used to get knowledge about the primary subject. This can also assist in gathering a variety of solutions to the issues the business is now facing in order to build its brand. Additionally, it might boost a company’s capacity to draw clients from the worldwide market by raising the amount of understanding required to examine the factors. In order to analyse the data that has been gathered and to better integrate it into the study, the descriptive technique has been used (Boursianis et al. 2022). Consequently, analysing various data points can aid in improving the study’s overall quality. In light of this, formulating some plans to enhance the data quality and specification. The data that have been used here are followed by the “data protection act (2007)”. There are no vulgar comments of negative implied have not been mentioned here. The chosen articles are from the last five years; therefore, the information table is based on the current scenarios. The hypothesis is closely related to the factors mentioned in the research. The secondary data mention the authenticity and cover all the critical factors that have been required. There are performed all the stages that are present in the research engine. There are mentioned the significant importance l and the research gap there refaced by the researcher.

1.5 Literature gap

Analysing the impact of digital marketing strategies on brand growth and customer retention is the method used in this study. Since there were numerous flaws encountered while doing this investigation. The “secondary data collection” had gaps in certain areas, such as creativity, productivity, and brand identification. As a result, the information gathered is difficult to match the context for theme analysis, which also decreased the understanding of the material being used in the study (Ebrahim, 2020). Therefore, some restrictions are also recognized in this study as conflicts that have a detrimental impact on the growth of brand awareness. As a result, restrictions can compromise the research’s quality and limit its ability to be expanded in the future. Furthermore, the information gathered is time taking in the UK aspect.

1.6 Conclusion

In order to improve brand performance, the secondary research study has underlined the need for “Search Engine Optimization (SEO)” in the organization. Here, technological innovation obstacles and difficulties are illustrated. This digital marketing technique promotes customer contact and customer requirement comprehension. The methodological assumption that is the benefit of secondary data collocation is mentioned in this study. “Cross-Channel Promotion” is a marketing strategy that supports the digital media industry’s “connectivity and collaboration theory”. This strategy increases market research and considers customers’ attitudes toward the business. The theoretical framework that is most suitable to comprehend “customer purchasing behaviour” is mentioned in this section. In addition, the mythological consideration promotes the authentic and realistic data collection method to justify the research analysis. The theoretical paradigm is an approach of the researcher to recommend scientific moulds to increase brand performance and understand customer behaviour.

1.7 Recommendation

• Customer-centric approaches  

One of the key elements for the organization to maintain its market position is the customer-centric market. However, it is a difficult task to do and calls for many market data and customer insights, which might improve the company’s capacity to comprehend market behavior (Ma and Sun, 2020). As a result, it can also assist the business in successfully meeting client wants and requirements on the market Therefore, for effective business development, SMO can be used through comprehending the customer journey, which can assist clients in analysing their needs for a customized service.

• Improve customer privacy and security 

The organization may also experience security problems that can be avoided by implementing cutting-edge antivirus software and controlling access to the company’s servers. This has the potential to keep track of client information breaches in the market. As a result, the business can enhance security measures and the employee’s ability to handle such situations. As a result, the business can also boost information encryption, which will raise the data’s level of security the business (Huang and Rust, 2021). Maintaining the integrity of the invention and idea that the firm will use in the market can also improve the security of the company’s records. Additionally, it can help build brand recognition in the marketplace.

• Improve technical configuration

The organization needs to improve the technical innovation on its webpage. Therefore, the linking image and URL will hp to the customer to get detailed information on the product (Katsikeas et al. 2020). Used Sparkling and colourful icons are easily visible to the naked eye there it will automatically increase customer engagement. Additionally, it can improve employee capabilities, which will improve the calibre of the work produced by the organization. Engine optimization is also accessorized with the affiliate marking that refers to helping the firm in revenue sharing and the company cost analysis. The other uses of the system are targeting behavioural changes of the customers, performing Contextual advertising, and blocking spamming ads on the internet.

• Shortcut pages for easy access

These tactics can assist the business in building brand trust and cross-digital marketing techniques that can increase client interaction with the brand. Insert shortcut icons in the search bar to increase effortless accessibility of the uses (Kumar et al. 2019). Since additional audiences may be targeted in the market, this can also assist many businesses in successfully maintaining their current business processes and expanding their operations into new markets. As a result, it can also increase the organization’s financial stability, which can help to enhance other aspects of the business process for effective market execution.

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