Digital Marketing Mix

Digital Marketing Mix

Place

The company will utilize its virtual stores to distribute its goods. The virtual stores of the company will be an e-commerce site that will assist consumers in shopping online through the organization’s website, instead of going physically to the existing physical stores. The virtual outlets will enhance the shopping encounter by assisting the consumers to buy goods at their convenience. The virtual store channel will enhance the visibility of the company’s brand by enabling it to serve as many consumers as possible.

Product

The company’s digital product mix will involve various goods such as garden instruments, home appliances, restaurant food, apparel, manufactured food, and groceries. A product mix with different goods will assist the organization in serving consumers with different preferences and tastes. The company will modify its digital merchandise to the traditions of the UAE region. For instance, particular food differences will be appreciated, like selling halal food that is not prepared with pork. The company will also change its productions according to the seasons of the region’s cycle of business, as it is a custom in the region’s culture like Dubai for individuals to take their summer vacays to go to cooler regions. The company will also have to change its productions and sales to fit with the Islamic cultural holidays like Eid and Ramadan that will increase its sales. In such holidays, Carrefour will acknowledge the elevated demands and plan its distribution well, to avoid disappointing the consumers.

Price

The company’s price position will be as a discount and will use pricing as part of its promotional attempt. Due to the company’s powerful and famous name already, it will not be worried about its dilution because of its discounted goods. The company will introduce allowances and discounts by lowering costs for a short duration to attract consumers, thus, gaining a larger market share. The company will achieve this through minimizing the percentage of the costs of the goods. The company will also utilize psychological pricing by pricing goods so that they appear lower. For instance, if a product is to cost $90, it could be lowered to $89 for the buyer to consider it less. Finally, the company will also introduce the goods to be sold online with a price penetration approach by offering an initial lower cost compared to the competing companies selling the products online to gain a larger market share.

Promotion

Carrefour will use influencers on the internet, including famous movie/TV stars and bloggers, and involve them in their advertisement process. Bloggers will post information on their pages to advertise the company. Movie/TV stars will be involved in elevating acceptance of the company goods by the consumers. Secondly, the company will also introduce a promotion campaign where constant content will be shared with consumers on all social media sites. This will assist in increasing awareness for the company and products in the minds of the consumers. Besides, the company will introduce several other digital marketing approaches, including Search Engine Optimization, banner advertisements, and developing its blog to enhance website traffic. The company will also develop online posts, which will be more appropriate to the target consumers. The posts will also promote more actions by consumers, including sharing with friends or writing their comments. This will involve the current social media trends like memes and hashtags. The company will also gather information on consumers and send them texts via SMS or emails. This strategy will lead to repeat buying by the consumers..

People

The company will put in efforts and finances to assist in training its employees not only to offer great services to the consumers but also to pass on their skills and eventually raise the service standards of the company. Besides the normal salary of the employees, the company will also provide other allowances, including insurance covers, supplementary pension schemes, profit-sharing schemes, and bonuses for attaining targets. The company will also focus on hiring employees who will show respect to the consumers, and are dedicated to the organization.

Process

The company will strive to ensure its products are always present for the consumers. To achieve this, the company will install systems that will always notify if the inventory levels are low. The company will provide more goods when the inventory levels go down. This will enable the consistency of goods in ensuring they are always available to consumers when required. The company will also have an online delivery procedure, whereby, orders will be obtained in the computer systems, and depending on the orders, the suitable products from the inventory will be transferred to the delivery service providers. Carrefour will also research market opportunities to comprehend the requirements and demands of the consumers. It will also develop comprehension concerning consumer needs via feedback gathered through the social media pages. Lastly, the company will also be involved in looking for methods of innovating and improving the procedures regarding the costs and efficiency. Saving costs will eventually result in reduced costs for goods as well.

Physical Evidence

The company will have its website, which will be user-friendly, and that will permit consumers to view the company’s goods in pictures of high quality taken from different angles. Also, the company will gather feedback from the consumers concerning its packaging to enable it to enhance this. Besides, the company will also try to update itself on the likes and preferences of the consumers. It will adapt itself to both the domestic market.

Resources Needed

Manpower

The workforce required to ensure the implementation and success of the marketing mix plan include the content team, the acquisition team, and the monetizing team (Ramirez, 2018). The content team will involve employees who are responsible for developing, sourcing, and management of all the content to be used in marketing. The content team will tackle social content, infographics, videos, podcasts, blogs, and other online content. The acquisition team will be responsible for the first acquisition of consumers, including the lead generation approach and acquisition approach. Besides supervising the paid and organic traffic campaigns, they will assist in tracking analytics and monitoring the key performance indicators. The monetizing group will be devoted to making money, thus assisting the company towards achieving its goals. The monetizing group will assist the company in maximizing the revenue being generated by the company and other teams.

Materials and Machinery

The company will need and utilize various materials and machinery in implementing the approaches. The content creation team will utilize Canva and SurveyMonkey (Kiru, 2019). Canva will assist in creating beautiful designs and for any online platform, from Facebook to social ads to informatics. The software has pleasing templates, which one can customize with text, images, and colors at no cost. SurveyMonkey will assist in gaining consumer feedback to ensure effective marketing campaigns. The acquisition team will utilize both Kissmetrics and Google Analytics. Kissmetrics will provide the analytics the instruments that will assist in increasing conversions across the whole website. The site will be employed in tracing the company’s site visitors through their whole shift journey and will also offer the company reports concerning each part of the channel. This will assist the company in fine-tuning the whole conversion procedure to elevate sales and revenue. Google Analytics will assist in identifying the new company visitors, how they managed to reach the site through sales funnels, and what they do on the corporate website.

Minutes

The total time required for the implementation of the marketing mix approach is approximately six months. Various considerations will be considered, including the competing companies using digital marketing, the place of business, the budget, and the industry. Since the digital marketing approach is to be implemented in the UAE where social media is highly used by citizens, where competition is not so high because of the company’s popular name, and using a good budget, the company is likely to use few months to start and implement the marketing approaches. The company will ensure it fixes each aspect of its sites (from backlinks to contents to consumer encounter), post more often, and offer high-quality content as soon as possible, to start seeing the meaningful outcomes of the approach.

Money/ Budget

A total approximation of $375,000- $500,000 will be required in implementing the digital marketing mix plan. The following is a breakdown of the intended budget:

Content creation and marketing: $100,000-$125,000

Email marketing: $25,000-$50,000

Search Engine Marketing and social media advertisement: $100,000- $125,000

Influencer marketing: $100,000-$125,000

Website: $50,000-$75,000

Skills

Various skills are needed in implementing the marketing mix approaches. Search Engine Optimization skills will assist in ensuring that a certain website is simple to identify; thus, increasing the search engine visibility of the webpage and drawing capable consumers (Doyle, 2019). Content marketing skills will also be important in the content marketing campaign in building trust and associations with capable consumers and also change possible visitors into customers. Competencies in paid social media advertisements will also be significant in maximizing promotion channels. Data analysis skills will also be significant in enhancing consumer encounter and developing effective approaches. This skill will assist the company in identifying, analyzing the information well, and getting ahead in the market. Design skills will also be important in developing fresh, visually appealing, and unique designs that will draw more attention from possible consumers. Email marketing skills will also be significant in reaching out to several consumers, building awareness of the company, and generating revenue. Awareness concerning email marketing is vital in developing effective approaches that assist in boosting the value of the business and interact with more consumers.

Systems

Platforms that will be employed in the process of digital marketing include social media sites like Facebook, Twitter, LinkedIn, Emails, company websites, and Google advertisements.

Summary of Resources Needed

Resource Needed

Reason

Manpower

-Content team

-Acquisition team

-Monetizing team

-To tackle social content, infographics, videos, podcasts, blogs, and other online content

-Will be responsible for the first acquisition of consumers, including the lead generation approach and acquisition approach.

-Will be devoted to making money, thus assisting the company towards achieving its goals.

Materials and Machinery

-Canva

-SurveyMonkey

-Kissmetrics

-Google Analytics

-Creating beautiful designs and for any online platform, from Facebook to social ads to informatics.

-Gaining consumer feedback to ensure effective marketing campaigns.

-Tracing the company’s site visitors through their whole shift journey and will also offer the company reports concerning each part of the channel.

-Identifying the new company visitors, how they managed to reach the site through sales funnels, and what they do on the corporate website.

Skills

-Search Engine Optimization skills

-Content marketing

-Paid social media advertisements skills

-Data analysis skills

-Design skills

-Email marketing

-Ensuring that a certain website is simple to identify.

-Content marketing campaign in building trust and associations with capable consumers and also change possible visitors into customers.

-Maximizing promotion channels.

-Identifying, analyzing the information well, and getting ahead in the market.

-Developing fresh, visually appealing, and unique designs that will draw more attention from possible consumers.

-Reaching out to several consumers, building awareness of the company, and generating revenue.

Metrics & Tools

Website Traffic

Website traffic can be so significant in identifying how individuals find the company business. If more consumers return and more new consumers visit the company website to purchase goods, this suggests that consumers like the operations of the company. On the other hand, reduced returns and referrals mean that the strategies and approaches adopted by the company are not as effective as expected. Therefore, this indicates the marketing operations that work best and those that require more work.

Customer Engagement

Consumer engagement assists product managers in knowing how consumers are utilizing the goods produced. Through consumer engagement, marketers get to know how consumers interact with the campaigns and content developed to engage them in a deeper interaction. Increased interactions between the consumers and the marketers will indicate that the consumers are interested in the products and the campaigns to promote the products.

Churn Rate

Churn rates refer to the number of consumers a company loses in a specific duration divided by the number of consumers the company started with. Marketers examine churn rates to assess the metrics by segment and identify whether they are delivering to their promise. If the churn rates are high, it means that the company will not be using appropriate strategies and that they should be revised. The company should start by identifying whether the issue arose due to goods or communication.

References

Doyle, A. (2019). Important digital marketing skills that employees value. Retrieved from https://www.thebalancecareers.com/digital-marketing-skills-2062386

Kiru. (2019). Digital marketing tools for small businesses. Retrieved from https://www.doublehike.com/best-free-digital-marketing-tools/

Ramirez, G. (2018). How We Restructured Our Inbound Marketing Agency Into Growth Teams. Retrieved from https://inbound.human.marketing/restructured-inbound-marketing-agency-into-growth-teams