Digital Marketing 1

Digital Marketing

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Instructor

Institutional Affiliation

Date
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DIGITAL MARKETING REPORT

1. Introduction
Digital marketing is used to promote the company’s products and services through digital
channels or online platform. Whereas the internet is the most common and widely used
channel linked to digital marketing, there are other different types of digital marketing
include electronic billboards, mobile apps, digital television, wireless text messages and
radio channels. Digital marketers examine internet activities such as what the users are
viewing, how long, goals, sales conversations, what content is performing and not
performing. Currently, a consumer’s lives easily revolve around digital advertising
channels.
1.1 Objectives
The general objectives of the report are to:
 To give the general overview of Gluten-Free chocolate and its benefits to TTCC as an
additional product.
 Give recommendations on how the company can effectively plan and develop its
website in the future.
 Suggest content marketing as a digital advertising strategy that can help TTCC
achieve its objectives.
 List features which can make the company website to be user-friendly.
 Describe the type of information that can be derived from Google Analytics which
can improve the company’s future performance.

2. Analysis
2.1 Company Background
The Traditional Chocolate Company (TTCC) has been retailing Seasonal Chocolate Gifts
and Fine Chocolate for over 30 years. Its exclusive brand has been developed on the
company’s strategy “Signature Chocolate” basis. TTCC brand is believed to be respected
because of its quality and higher prices which reflects the packaging, gift ideas and
quality. The organization own 50 shops across the UK and the company produces and
transport its Signature chocolate from the Manchester unit. The company depends on
shops, national press and sometimes TV advertising to promote the sales and brand. In
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the last few years, the company has witnessed various challenges due to increasing costs
and reduction of the town centre shopping. This has resulted in a drastic profit decline.
Additionally, there is a threat from competitors who are importing cheaper products. The
board has decided to explore various strategies that can increase profit margins. The
convention tactic of expanding stores is expensive and involving.

2.2 The Current Company Website

TTCC’s website has been in existence for more than 10 years. It has been dormant with
little development meaning that it does not contribute to the performance of the business.
The website only serves as an online brochure and the updates on content are not
important. However, there have been minimal online chocolate gift purchases. This is
because there is no appropriate digital marketing tactic and a small amount of investment
has contributed to low visitor traffic numbers and internet sales have been poor. Shipping
gifts using post has been very expensive particularly for orders that have less value. The
online sales only contribute to 5 % of the total sales. There is a concern to utilize the
company website and penetrate more market segments of the company’s products.

3. Gluten-Free Chocolate

The Traditional Chocolate Company is planning to venture into Gluten-Free chocolate as

a strategy to increase its range of products. This will be a very good strategy because
Gluten-free products markets have witnessed tremendous growth in the current past. The
international Gluten-free product market is anticipated to reach $5.279 million in 2022.
The company stands to benefit when they introduce Gluten-free chocolate because
chocolate lovers who are allergic to gluten and have celiac diseases will flock in
supermarkets to look for the new product (Missbach et al., 2015). Additionally, Gluten-
free chocolate will make the company’s brand to be more respected given that it already
enjoys a large customer base from its quality, packaging, gift ideas and low prices. The
market of Gluten-free looks bright since consumers believe that Gluten-free foods help to
improve digestive systems, cholesterol levels and increases energy levels. Gluten-free
chocolate will exclude protein gluten that is commonly found in rye, barley and wheat.
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The current increases in the number of patients suffering from celiac diseases and gluten
prejudice are anticipated to fuel the growth market of Gluten-free chocolate in the near
future. Additionally, the Gluten-free chocolate will witness growth in demand particularly
from the millennial. The increasing market of Gluten-free market from the millennial is
important because it will lead to high sells of the Gluten-free chocolate. Most people
looking for digestive health foods and weight management in their lifestyle will
transform the market of Gluten-free chocolate. TTCC should be excited about
introducing Gluten Free chocolate because of the current improved marketing and
distribution channels (Missbach et al., 2015).

There has been a lot of awareness about the advantages of Gluten-free foods and other
institutions have been involved in the campaigns to support market growth. Gluten-Free
chocolate will enjoy its presence in the market because other companies have already
done marketing. The introduction of an online store known as glutenfree.com by General
Mills allows other companies in the industry use the online store since consumers that
wanted gluten-free foods were visiting more than seven stores for them to get all that they
wanted. The website offers a solution to customers and other firms that produce Gluten-
free products. Therefore, TTCC should continue with the plans of introducing a new
Gluten-Free Chocolate because there is a wide market (Missbach et al., 2015).

4. Website Planning and Development Process

 Research and Goal Setting
To be efficient in the planning and development of the company website, you will begin
by doing research and setting goals. Setting goals will enable the website to have the
direction. It is imperative that you consider creating a website that will sell (Armstrong
2009).
 Planning the Site
This is an important stage because it forms a skeleton of the guideline of your site. The
map will enable the developer to understand the outline of what the website will look
like, how many pages it will be and the way they interrelate with each other (Kaufman &
Horton 2014).
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 Designing the Layout

The design of the layout is what will give TTCC’s website character. This step entails that
you become more creative with videos, pictures and other things that will capture the
attention of customers. During this stage, it is imperative that you keep referring back to
the targeted customers. Think about logos, colours and other things that might encourage
the targeted audience to connect with the site (Kaufman & Horton 2014).
 Coding the Website
After creating all aspects of the company’s website, you will be ready to start developing
the website itself. The coding naturally starts with the homepage and steadily subdivides
out to different pages contained in the site. The sitemap will be the next process to ensure
that all things are coded accurately. It is also important to establish CMS and frameworks
to ensure that all aspects are fitted onto the server when installing. After your website is
arranged basing on the sitemap, you should test it before proceeding to the next step
(Armstrong 2009). If it works well, then check for the formatting. This point involves
getting a clear understanding of what technology you are applying to. In fact, it is advised
that you look for a qualified developer to do the coding for you. When you are coding,
you should not forget to look at factors such as CMC and SEO plugins.
 Testing and Launching
Before you are about to launch the website, it is vital that the real users test site. All the
content and links should be tested to establish if it is working well. Additionally, there are
tools which can be applied to determine if anything should be changed. Check all the
content including grammar and spelling. If the website has different forms, make sure
that they are in order. Check the website repeatedly to ensure that everything is working
perfectly then launch it live. Launching comprises uploading it to the server (Kaufman &
Horton 2014). You will need the File Transfer Protocol (FTP) during this process.
 Maintenance
You should understand that the job is not over after launching the website. Because
technology is changing more quickly, it is imperative to update the website with what is
occurring in technology. Again you should be constantly checking out for errors because
they can completely block users from getting relevant information. Maintaining the
website will ensure that the content is up- to- date. Whereas maintaining the website is
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vital, it may be a complex and expensive process. It is significant to look for other tools
which can be downloaded from the website. Reports can be done daily to provide data
and information about the progress of the site.
 Digital Advertising Strategy
4.1 Content marketing will work well for The Traditional Chocolate Company
TTCC Company should use content marketing as an indirect advertisement of its
products to customers by offering them with interesting and helpful information. The
company can develop content in the form of infographics, videos and blogs. Distributing
of original content is an effective way to link with the target audience (Kaufman &
Horton 2014). Through the sharing of the company's information with its potential
clients and customers, they will find it attractive; they will probably trust your brand.
Content marketing will also establish your business as an influence and enhance your
online status (Kaufman & Horton 2014).

When your target customers views, you consistently publish important and new
information within your sector, they will reveal that the company is the leader in the
industry. For you to stay ahead of competitors, you have to reliably publish your
information. You should even post more than 18 times in a month. Written content is not
the only way you can advertise your products, you can also develop content in the shape
of original graphics. Visual aspect is likely to attract the attention of the users when used
with fascinating information; the customers will spend more time on your site.

Additionally, infographics can be shared easily on social media, implying that they
increase the chance that the organization’s visitors will share the link with other people. If
you will wish to have more presence, you can use videos to connect visitors (Kaufman &
Horton 2014). Developing original video content is tedious and expensive but the
performance of the organization can be excellent. Content advertising is among the
greatest online advertising tools because they support other advertising and marketing
efforts such as paid search, social media and even SEO. That is why TTCC should make
the content as the main part of its strategy (Chaffey & Smith 2013).
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Content marketing will largely contribute to the new Gluten-Free chocolate sales because
people like blogging about what they eat. Many customers will blog about Gluten-free
products which have an active blog that covers many topics such as personal recipes and
knowledge.

5. Websites should be User-Friendly

When you are planning to have a company website, the objective is to attract more
customers, increase understanding about the business and promote the products and
services. These objectives can be achieved only when your website is user-friendly (Ryan
2016). Some of the important features of a user-friendly website include:
 Attractiveness in appearance,
 Easy to navigate,
 Easy to read and
 Consistent and clear in design, layout and labelling.

6. Google Analytics Information

Google Analytics is an analytics tool provided for free by Google to aid organization
analyzes their traffic. As much as the word web analytics sounds like a small portion of
the company's digital presence, the repercussions of Google Analytics are very huge. This
is because a good number of websites of many businesses act as a hub for all of their
digital traffic. If you will be running any marketing and advertising activity such as social
media ads and search ads, your potential users will be going to visit the company website
on many occasions. Because your website is the main hub of the business’s digital
presence, the website is the most important function to provide you with information
about the effectiveness of campaigns performed to promote the product online. Google
Analytics is an important free tool that will help the organization to track its digital
marketing.

6.1 How Google Analytics work

Google Analytics insert various lines of tracking code into the company website’s code.
When your users visit the website, the code records their different activities and their
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traits such as interests, gender and age. The code then transmits all the information to
Google Analytics (GA) server after the user leaves the site.
The next step is that Google Analytics cumulates the data gathered from the company
website in basically by four stages:
 User level (connected to activities by each user)
 Session level (each user visit)
 Page view level (each user page visited)
 Event level (video views, button clicks, etc)

6.2 Differences between Google Analytics Metrics and Dimensions

Metrics are the real statistics that Google collects about the visitor behaviour on the
website whereas dimensions are the different ways you can observe these numbers in
relation to the business questions which you want to answer. For example, to know the
number of individuals that visit your website is not very essential to the company.
Knowing the number of individuals who visit your website by location or age is more
essential to establish who your main audiences on the internet are. You may know, for
instance, that 75% of your users are the millennial generation in east coast cities. This is
exceptionally actionable and useful information about the right kind of audience you are
targeting with digital marketing (Chaffey & Smith 2013). From this example, the
unprocessed number of user’s visits is known as metrics while gender and age are
dimensions through which you divide that metrics.

6.3 Important Google Analytics Data

There are two kinds of data that can be collected from Google Analytics:
 User Acquisition Data: this is data in regards to your visitors before they view
your website. Before clients visit the company’s website, you can get information
about their demographics such as their interests, gender and age. You can also get
additional information about whether they are on social media or their place of
origin. This is called user acquisition data because it assists an organization to
know which user channel or group to target. You can make a choice on specific
visitor groups that have the traits you wish to attract.
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 User Behaviour Data: this is the type of data about your visitors during their visit
on the website. User behaviour data include:
 The duration the user has taken on the company website
 The user’s first and last page on the company website
 The mainly regular pathway by which the users go through the website.
User behaviour data is important because it serves as a guideline to advance your
website so that a lot of visitors can start converting through buying from your
company website and signing up for the organization newsletter (Rosson et al.
2007).

7. Conclusion
The Traditional Chocolate Company currently provides a wide range of chocolate in the
UK. Their range of chocolate includes Seasonal Chocolate Gifts and Fine Chocolate
which has been enjoying a large market share because of the unique brand strategy based
on the companies “Signature Chocolate” range. As an established organization in the
chocolate industry with a reputable image, TTCC can look to increase its current products
by including Gluten Free chocolate as a strategy to expand its range of products.
Gluten-free products markets have witnessed tremendous growth in the current past. The
international Gluten-free product market is anticipated to reach $5.279 million in 2022.
Additionally, TTCC should develop and improve its website which can serve as a tool for
the business to improve its status online since the existing website has seen low visitor
traffic numbers and the internet sales have been poor. It should also come up with
Content marketing which will work well for advertising its products on the internet
(Chaffey & Smith 2013). The website should be developed well for future marketing
such that it is user-friendly to attract more customers.
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Bibliography
Armstrong, G., 2009. Marketing: an introduction. Pearson Education.
Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital
marketing. Routledge.
Kaufman, I. and Horton, C., 2014. Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. Routledge.
Missbach, B., Schwingshackl, L., Billmann, A., Mystek, A., Hickelsberger, M., Bauer, G. and
König, J., 2015. Gluten-free food database: the nutritional quality and cost of packaged
gluten-free foods. PeerJ, 3, p.e1337.
Rosson, M.B., Sinha, H., Bhattacharya, M. and Zhao, D., 2007, September. Design planning in
end-user web development. In IEEE Symposium on Visual Languages and Human-
Centric Computing (VL/HCC 2007) (pp. 189-196). IEEE.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital

generation. Kogan Page Publishers.