Digital Marketing Strategy and Campaign Plan †MyAssignmenthelp.com

Question: Discuss about the Digital Marketing Strategy and Campaign Plan. Answer: Recommendations Go Go Van is one of the first startup companies in Hon Kong to reach a $1 billion valuation (Russell 2017). However, in order in penetrate further into the market effective digital marketing and communication strategy is crucial. The following recommendation will highlight the policies and strategy that should be used by Go Go Van to gain competitive advantage and sustainability in the market: The organization should implement Search engine optimization for improving the visibility of their website. SEO has become one of the most effectivestrategies of marketing as it will increase traffic and the organization will be able to track the activities on their websites (Ryan 2016). Similarly, the organization may use Search Engine Marketing to marketing their website and products in a highly competitive market. However, Search Engine Marketing is a paid service availed by many companies and businesses that pay Google to show their Advertisements in the search results. The organization may also use banner advertisements to increase the brand awareness within the market. These banner advertisements are cost effective and convey the overall message to the consumers. Social Media marketing is also very effective in developing a transparent platform where the consumers can directly interact with the organization. Facebook, Twitter and Instagram consist of millions of consumers, whic h provide the organization to reach consumers from all over the world using minimum investments (Camilleri 2018). However, as there are huge chunks of population who use advertisement blockers, banner advertisements may not be effective for the organization and content marketing has the better chance of reaching the consumers. These digital marketing strategies are less expensive and provide more effective result than the traditional form of marketing. Influencer marketing is another form of marketing where there is emphasis on particular personality that tends to have a lot of influence on the overall population. The current market trend shows that influencer marketing is mainly used on Instagram. However, it has been used on Facebook and Twitter so that attention of large number of target consumers can be gained. The main purpose of the influencer-marketing program is to create word among the customers (Al Ateeq et al. 2015). Go Go Van can approach famous personalities that are followed by large number of followers. The target consumers will be influenced if they see that the personalities that they follow on different social media websites are availing services of Go Go Van. This is the best possible organic way of using word of mouth where people will tend to talk about the services offered by the organization. However, there are two types of influencers, one is the earned influencers and other is the paid influencers. The earn ed influencers are personalities that have genuinely liked the product and service offered by the organization (Jrvinen and Karjaluoto 2015). Therefore, they will promote the product and service offered by the organization on their own. However, popular social media users and bloggers can be paid compensations to promote the services of the organization. However, celebrity endorsement may not be feasible for Go Go Van but there are other influencers such as the social media followers, the existing customers, famous industry and business analysts and journalist. These influencers are good enough to have a positive impact on the target consumers in the business-to-business segment. Globalization has increased the availability of information on the online media so Zero moment of truth is a phenomenon that is becoming more and more common in the modern business environment. ZMOT is the moment where the customer is exposed to the organizations brand and they start searching for organizations products and services with the intention of purchasing (Farfn, Cuevas and Rivera 2017). However, the organization is still unaware of this fact that this customer exists. The consumers use any of the ZMOT sources to find and compare products that will fulfill the need that has been generated. This is the most crucial phase for acquiring a consumers and Go Go Van will have to develop extraordinary online presence and provide reasonable prices if they want to improve their product quality. In most of the occasions, the users visit company websites but in most of the cases they leave without purchasing the services and products. This happens as they consumers have been searching for a better deal (Mandal and Joshi 2017). Therefore, the organization will have to provide better prices than the other companies in the market do. This will help in developing a strong loyalty towards the brand. As the market is highly competitive, it is necessary for the company to offer better services and deals than their rivals in the market are. Remarketing is another strategy, which should be used for acquiring customers at ZMOT, which will market the services offered by Go Go Van to the consumers that have showed their interest in purchasing the services. This will help in increase in brand retention and loyalty among the existing customers. The company is still relatively new when compared to global giants in the market but use of coupon codes is one of the basic strategies used by the startup companies to increase their sales volume. The organization has not much used the coupon strategy for attracting customer on the online platform. Initially, the offers should be simple so the organization can effectively accommodate coupon code into the marketing strategy. The organization should provide special deals to regular consumers and discount offers to the target consumers (Baltes 2015). However, in order to the organization to understand the behavior of the target customers so that they can develop offers according to the customer needs. The use of latest technology is important in this respect so the organization websites have to be up to date so that all the latest features are incorporated into the company website. This will enable them to use push notification, which is one of the effective ways of grabbing the attent ion of the consumers as most of them use smartphones and tablets (Thomas and Housden 2017). The uses of application have increased significantly so this is a viable strategy for the organization. The organization should also social media platforms to promote their coupon codes as this increase revenue generation for a short period. Loyalty programs are schemes, which are used by most of the companies to retain the existing customers in the market. The organization should use loyalty programs such as providing the existing customers with loyalty cards so that they can collect points on each of their purchase. These points should be redeemable so that consumers get prizes and discounts on their purchase (Lee and Chan 2018). The cost of retaining the existing customer is less than acquiring new customers so that a section of their marketing strategy should focus towards the existing customers. This strategy should be applied on application downloads as well; the consumer will not download the applications until there is some reward attached to it. Database marketing is form of direct marketing where the existing consumers are called to promote a particular service (Agrawal 2016). Go Go Van should collect data of their existing customers and call them to provide information about the current promotional schemes. Ho wever, as databases are prone to cyber attacks, the organization should develop effective security systems for protecting the consumer data. However, this form of marketing is cost effective and increases the awareness of the target market. Application popup messages are an effective way of collecting email addresses of unique consumers. Go Go Van will have to use popup so that they can make the consumers aware of the latest offers. Even though the numbers of visitors on a website are high, they are not contributing to the revenue generation of the organization, as majority of them do not purchase any of the product. These popup helps in retaining the visitors by collecting their emails (Warnaby and Shi 2018). Therefore, the organization will be able to provide them with information about the latest schemes and discounts. Go Go Van will get the opportunity of bringing back the consumers that have visited the website but have not placed any orders. Moreover, the conversation rates of emails are much higher than any other social media platform and ROI is extremely high. As most of the consumers do no prefer to see popups on websites the types of popup should be identified. Therefore, Go Go Van should use content based and scroll based popups to provide the interested customers with information they require. The e commerce sites have become extremely popular and the consumers have high expectations from these companies. Logistics companies play an important role in adding to the value of their service so Go Go Van should collaborate with popular ecommerce sites as these ecommerce sites have to deal with large number of orders every day therefore they tend to take external logistic help all the time in order to reduce their burden. In context to business-to-business marketing this is one of the most effective way of revenue generation for the organization. Application Programming Interfaces is considered to be the future of digital marketing and with the advancement in technology, API can be easily used to provide consumers a better experience and act as a third party medium between the organization and consumer (Vergara and Dodeja 2017). The API is used to transmit data in real time, which have various applications. The company should use API to develop mobile applications that will be a ble to track vehicles, drivers, clients and shipments. This would also at as an interface where the consumer can ask for help when they need it. This includes juggling of logistics operations and warehouses. These interfaces should be used to promote the services provided by the organization and made available freely to all users. Go Go Van has used co branding to collaborate with other companies so that they can gain marketing benefits. As the organization has been very successful, it is easier for them to gather investors. It is wise of the logistics companies to form partnership with ecommerce companies and other companies, which require extensive warehouse management (Wilkins, Butt and Heffernan 2017). This will enable them to increase their reach, increase marketing budget and improve their credibility in the market. Therefore, co branding with other companies will be quite useful for Go Go Van has formed a partnership with the freight company 58 Suyun (SGSME.SG 2018). The merger with the China based 58 Suyun has proven to be extremely effective for the organization. Therefore, the organization should seek out for other similar opportunities of expansion with complementary companies having similar goals and business operations. However, it is not necessary to form partnership with companies having similar type of business. Go Go Van should identify companies that will provide benefit as mergers are generally used to provide mutual benefits to both the parties (Hajli et al. 2017). These could also mean merging with companies in a foreign market. As the organization has established a strong foothold in the local market, they should make as many international expansions as possible for them and the best way of expanding the business is merging with established companies in the foreign market. The organization will have to provide a unique message to the target consumers. The organization will have to promote the Go Go van as Hong Kong Peoples Go Go Van. This slogan will signify that the company in interested n serving all the local people of Honk Kong irrespective of the order size. Moreover, it will signify that the organization is present all over Hong Kong, which means that consumers form different part of Honk Kong will be able to avail the service. Go Go Van should organize events, which should focus on conveying this message to the consumers. The perception of the consumers regarding the organization is important for influencing the buying behavior. Therefore, the organization will have to make efforts in developing the perception that organization is ready to serve all the people in Hong Kong that needs assistance. References Agrawal, A. (2016).Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/ajagrawal/2016/05/31/7-ways-to-boost-your-revenue-with-digital-coupon-marketing/#11868bff25b3 [Accessed 4 Mar. 2018]. Al Ateeq, A., Al Moamary, E., Daghestani, T., Al Muallem, Y., Al Dogether, M., Alsughayr, A., Altuwaijri, M.M. and Househ, M.S., 2015, February. 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