nep-mkt New Economics Papers
on Marketing
Issue of 2023‒11‒13
one paper chosen by
Marco Novarese, Università del Piemonte Orientale

  1. Digital Marketing Strategies, plan and implementations: A case study of Jumia Group and ASDA Uk. By Ologunebi, John; Taiwo, Ebenezer

  1. By: Ologunebi, John; Taiwo, Ebenezer
    Abstract: The rise of digital marketing has dramatically changed how brands promote themselves and engage with customers, as Chaffey and Ellis-Chadwick discussed in their 2019 research. This article thoroughly explores "Digital Marketing Strategies, Planning, and Implementation, " aiming to provide a comprehensive understanding of its multi-layered nature and profound impact. We start with a historical view, tracing digital marketing's evolution from humble beginnings to its current pivotal role in modern companies. We underscore how digital marketing is vital for connecting with tech-savvy consumers today, highlighting the latest trends Ryan outlined in 2016. Effective digital marketing depends on strategy, which we closely examine. Identifying target audiences and using customer journey mapping to devise compelling campaigns is critical. We also explore strategically selecting appropriate digital channels and integrating online and offline efforts to maximize reach and engagement. Creating a successful digital marketing plan requires meticulous planning. We walk through situational analysis, SWOT assessment, goal-setting, and aligning key performance indicators to gauge success. We also emphasize content strategy, social media, SEO, PPC ads, and email campaigns in shaping a cohesive plan. Next is implementation, where we explain executing each strategy after planning - creating and distributing engaging content, managing social campaigns, applying SEO tactics, administering PPC ads, and crafting persuasive emails. Real-time monitoring and analytics, as Chaffey and Bosomworth noted in 2015, provide insights into effectiveness. Evaluation through data-driven decisions is integral, focusing on key metrics and tools to assess campaign performance, per Chaffey and Patron in 2012. We also reveal iterative optimization tactics for continuous improvement. However, we acknowledge ethical challenges in digital marketing, like dynamic algorithms. We highlight common pitfalls to avoid errors and offer guidance on leveraging new technologies. Case studies provide real-world insights into implementing strategies. Looking ahead, we anticipate emerging trends like AI, automation, personalization, and enhanced customer experiences shaping digital marketing's future landscape. In conclusion, this article comprehensively explores modern marketing facets, equipping practitioners and researchers to navigate the evolving digital world.
    Keywords: Digital marketing strategies, content strategy, social media engagement, search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing campaigns, social media marketing, SWOT analysis, KPI, modern marketing
    JEL: M30 M31 M37 M38 M39 O31 O32 O35
    Date: 2023–10–06

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