Digital Marketing Revolutionizes Businesses: Benefits & Opportunities - Essay Sample

Introduction

Digital and social media marketing have dramatically impacted the way businesses work; most of the companies that have adopted online platforms to market their products and services enjoy more profits, adequate market coverage, customer loyalty, convenience, and many more benefits (Chaffey & Smith, 2017). Digital and social media platforms such as email, websites, Facebook, tweeter, and Instagram have significantly helped many companies to explore more opportunities and increase their market share. EcoForest Leisure being one the best and companies offering recreational and wellness services in the UK, it is vital to consider using online platforms to explore the market and create more awareness because it is still new in the market. The Digital and social media marketing approach will enable the company to expand the explore more opportunities in the market. There are many gaps in the market that this company can fill by adopting these platforms, these include the range of services it offers as well the scarcity of the services in the region Peak District in the UK (Kladou & Mavragani, 2015). This article, therefore, presents digital and social media marketing strategies that will help EcoForest Leisure to establish an online presence and expand its market in the modern world of technology.

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SMART Objectives

The primary objective that the company intends to accomplish is to effectively move from traditional marketing strategies to the modern online platforms of marketing. It involves three major platforms that are commonly used by many companies to market their products and services. They include email, website, and social media platforms (Facebook, Tweeter, and Instagram). All these platforms have shown positive impacts on companies that have adopted. Through a strategic and unique approach, the company is expected to explore more benefits and reduce challenges associated with the current method of marketing (Kladou & Mavragani, 2015). SMART objectives that are Specific, Measurable, Attainable, Relevant and Time-Bound should be considered in order to ensure success, convenience, and effectiveness.

Email Marketing Objectives

The company considers email as one of the best marketing platforms; it ensures close contact between the common and the customers. It provides a platform to make promotions, offerings for the customers, and ensure up-to-date communication. Customers are likely to make more clicks than other platforms such as tweets hence more effective (Zhang, Kumar & Cosguner, 2017).

a) Inform Subscribers

The company will use email to inform target customers about the existence and services available. Regularly showing up in the inbox of the customers earns the company a great advantage to keep them informed of everything concerning the company.

b) Attract Customers

An email will help to attract clients to the business and the services it offers. It helps to maintain customer loyalty by sending emails such as promotional and gives massages to invite them. The emails will help to impress the customers as well as the potential clients with the services and position the survives at an essential place in the industry.

c) Guide

The company will use specific emails sent to customers to guide in accessing the company's website. In this case, website links will be attached to emails. It will help to guide potential customers to open websites and view services.

Website Marketing Objectives

It will be necessary for the company to develop a website and ecoforestleisure.com; this must involve an inbuild search engine optimization (SEO) feature. The site will be the center of digital marketing in the company. It will be a user-friendly SEO website comprising recognizable business domains, available hosting, content management system (CMS), accessibility, and crawling elements.

a) Increase Raw Traffic to Your Website

The website will allow the company to have many clicks from the website content. SEO will help to keep detail track of customers accessing the site and use it to make marketing decisions.

b) Increase E-commerce Sales

Most of the leading companies in the industry use e-commerce for advertising and making sales; therefore, this approach will be aimed at increasing sales of services through a website. The closer the customer's search, the services the company offers, the closer they make purchases. It will act as a sales and marketing platform.

c) Branding

EcoForest Leisure is a business that is under brand development; therefore, using a website to build a brand is one of the critical missions that the strategy will be addressed. SEO features help the consumers to interact and participate with the brand, and in the process, the company will achieve a brand name in the market.

Social Media Marketing Objectives

EcoForest Leisure will utilize four leading social media platforms to reach many audiences. These include Facebook, tweeter, Instagram, and YouTube. These platforms have been identified as the leading social media marketing channels that EcoForest Leisure can successfully incorporate in its marketing strategy. The objectives include:

a) Increase Exposure and Develop Brand Awareness

Unlike the website, social media platforms can reach many audiences at a given time. Social media platforms will increase the number of times the brand appears online and create impressions to build a good background of the brand across the country.

b) Expand the Market for Ecoforest Leisure

The competition in the industry is stiff; however, with social media, the company will be able t reach many customers and create awareness about its existence and the services available hence increasing the number of potential customers and eventually increase market share.

c) Monitor the Feedback Customer Feedback

In all the four social media platforms, there will be comments section to allow all the customers who view the adverts and any marketing content and give their feedbacks. The information will be useful in making decisions and improving marketing and service delivery.

Action Plan

The action plan provides justifications, recommendations, and presents ways of implementing the above online marketing platforms; all programs are aimed at achieving given objectives for each platform.

Email

To succeed in email marketing to the company should undertake the following steps:

Step 1- Select Suitable Tools for The Email

The success of email marketing used by different companies depends on the types of devices selected; these include campaign monitor, mail climb, constant, contact, active campaign, etc. it is, however, essential to consider to objectives that the company requires to achieve when selecting the tools. For the case of EcoForest Leisure, constant contact and campaign monitor because they are actively relevant in realizing the above objectives. Other tools that should be added to ensure effective email marketing for EcoForest Leisure include autopilot, user fox, HubSpot, market, and Pardot. All these tools have been proven successful for the companies that have implemented. They are marketing automation features that will help to interact with customers consistently; it is cost-efficient and uses less bandwidth to communicate with subscribers (Zhang, Kumar & Cosguner, 2017).

Step 2: Identify the Target Audiences

Identifying the target audiences is one of the most critical factors in email marketing; this should be aligned with the information and the objectives that have to be achieved in the long. Since EcoForest Leisure offers luxury services, it is essential to target customers who are likely to be involved in such activities. The target client is the exact audience the company will invest in attracting, informing, and guiding. To fiend the best audiences here are the ideas to consider:

• Who and what are the qualities of the current clients the company serves?
• What do they share in common?
• What are some of the critical problems experienced in the market that has compelled the current customers to buy our services?

These and many other customer-oriented questions should be answered to identify the audience to interact with using email marketing. Using the above questions, the company should create a template using the answers provide as entities. Then record the identified audience in terms of their demographics, that is, age, gender, location, industry, job title, and ethnicity. Identifying customers will determine the type of information and the time of interacting with them.

Step 3: Develop Strategies to Use to Compel Audiences to Opt-In to The Company's Email List

Now that the company has identified the target audiences, it is essential to create tactics that can be used to attract or convince them to subscribe to the email platform. some of the ideas useful in implementing this step include:

give audiences something valuable to consider in return; one of the common ways of attracting the audience to subscribe to the email list is to provide updates of the content. However, it has to be based on the identified audiences to design what these customers will consider valuable. There are high chances of losing a subscriber from choosing to gate a useful item to offer in return.

Use direct ask, and this is where the company explains to the target audiences, they need for subscribing. It involves using enticing content pop up.

Use the footer or header of the website to encourage audiences to subscribe to the email.

Besides, it essential to a segment email list; this should d be based on audiences' characteristics and behavior to determine what to address. Research studies show that segmenting email has beneficial impacts on the email list. It has been found that it creates put 14% of high open times, and 100% more clicks (Zhang, Kumar & Cosguner, 2017). Therefore, segmentation can be based on the size of the company, location, activity on the webpage, and the time audiences have been in an email list.

Step 4: Select the Type of Emails to Convey

This is the final step that involves setting up a base to achieve set objectives. It is essential to consider who and when to send an informative, attractive, and guiding email to the customers. At this point, the subscribers must have signed up for the email and find something valuable with the company. Therefore, it is essential to continually interact with subscribers to convince them about the benefits of visiting EcoForest Leisure and enjoy the services available. Newsletters commonly used formats, these massages come to audiences' inbox in designated intervals and allows the company to show them the value of functions available. The newsletters should contain 80% of educational content and 20% of promotional material.

Website

Website marketing is one of the leading online platforms that many companies in the UK have adopted; it is, therefore, a positive move for Eco Forest Leisure to consider it. it is, however, essential to set up a set-by-step procedure to establish a cost-effective and efficient website marketing platform where all the SMART objectives can be accomplished in a short time. The website home page should strategically display the overview of the premises; the menu bar should contain service category, help, about, and location. here are the recommendations and steps that the company should implement:

Step 1. Design and Review A Website

The first step is to consider developing a website that can help to achieve the objectives of the company. Design and review of a site are essential; their e are several website tools that must be considered to ensure that the project is focused on the objectives effectively and conveniently (Bilgihan, & Bujisic, 2015)...