ECOM 301 Saudi Electronic University Digital Marketing Strategy Presentation
Description
Hi friend I am doing with it I just want to make sure the PowerPoint presentation
The requirement of the presentation is as follow:
Make a power-point presentation of your Project work mentioning all the contents that you explained in parts 1&2 and present in the class. There must be minimum 10 slides in the presentation with a good background design, readable font size, and style with appropriate color.
Suggested presentation layout:
Slide 1: Cover page (Name, ID, and the brand chosen)
Slide 2: Explain the micro-environment
Slide 3: Explain the macro-environment
Slide 4: Explain the digital marketing strategy
Slide 5: Explain the marketing mix
Slide 6: Relationship marketing
Slide 7: Explain the digital marketing campaign you prepare for the brand (Part 2) Including the (campaign message – schedule – example of the campaign content and channels – monitoring of the campaign) All in a brief
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Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
E-Marketing (ECOM301)
Digital Marketing Plan Project
Student Name:Ahlam Alamri
Student ID:180110712
Course Title: E- Marketing
Course Code: ECOM301
Academic Year/ Semester:
CRN: 23615
Instructor Name: Nada Alhamdan
Student Grade:6
Grade Level:
Low/ Middle / High
Introduction
For small businesses, digital marketing is the simplest way to become the center of
attention. SEO, email marketing, influencer marketing, mobile marketing (through text or media),
PPC, video marketing, electronic billboards, affiliate marketing, in-app mobile adverts, and other
tactics can all be part of a digital marketing strategy (Hemani, M., 2017). To stay afloat in today’s
market, business owners and entrepreneurs are using novel techniques.
Unfortunately, for small company owners, the daily grind of duties like constructing a website,
tweeting, blogging, emailing, advertising, creating a homepage, and so on may be so
overwhelming that they lose out on the larger picture. According to the Digital Marketing Institute,
a series of technical advances around the beginning of the twenty-first century laid the groundwork
for a contemporary and enormous digital audience. The internet, big data, and smartphones are
seen as the most important of them (UWA, 2019).
Description of the Platform
The inspiration for Print.sa comes from the daily lives of university students and how they
live them. Printing is one of the most common chores that students perform during their academic
careers. We’ve heard from them about printing issues: it’s expensive. Print.sa launched as the
Kingdom of Saudi Arabia’s first online printing platform in February 2018. The concept is created
and embellished using the printing market as a source (Copy Centers and Students). The service is
then expanded to include other communities and corporate clients around the area. We effectively
dismissed consumers in more than 126 Gulf cities within the first year, and we are growing. The
print platform combines printing service providers in all cities around the Kingdom to simplify the
process of printing with high quality and at an affordable price with a home delivery service. A
window of the print platform that allows access to printing service providers around the Kingdom
and their various delivery options such as free delivery, expedited delivery, or shipping to all cities
in the Kingdom and the Gulf nations. Our services are also delivered within 24 hours from service
providers in your location and by shipping between 3 to 4 working days to all cities in the
Kingdom (Retrieved from: https://www.print.sa/).
Vision
Leadership and excellence to be the best platform that provides the most sufficient printing
services in the Gulf. (Retrieved from: https://www.print.sa/)
Mission
Creating a harmony between customers need of prints and the service provided in the
platform. The services should be provided with the highest standard quality and less costs.
(Retrieved from: https://www.print.sa/)
1. Investigate the micro-environment as part of the situation analysis for your company.
a. Competitors analysis
b. Suppliers and/or Digital Marketing intermediaries.
c. Customers persona
Digital Marketing Fundamentals
1.1.Online Market Analysis
As a digital marketing manager, I feel that analyzing the marketplace or the scenario is an
important aspect of developing a digital marketing plan. It is the beginning point for our digital
strategy planning framework. Taking frequent time out for scenario analysis is critical for us
because it helps us to be realistic about what we can achieve from internet marketing and
prioritize to get the most out of our efforts. It consists of two major areas for identifying the
future prospect or potential for digital marketing: the micro-environment and the macroenvironment.
In general, a business’s micro-environment encompasses the conditions in its local region
of operation that impact its performance and decision-making freedom. Competitors, customers,
distribution channels, suppliers, and the general public are all included. These elements influence
corporate success in a variety of ways, and knowing them is critical for strategy design.
Figure 1. Micro and Macro-environment factors in digital marketing
Figure 2. Micro-environment factors
Our customers/Clients
We place a high value on determining our target consumers. We provide online printing
services throughout the Kingdom of Saudi Arabia, with a focus on students, instructors, business
owners, and those that require our high-quality services. As evidence, we have a record of
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satisfied clients who have provided us with positive comments about the good and better services
we have provided to them.
Our competitors
Since we are just a start-up business, there has been a lot of competition for printing
services. Our main competitors are those digital printing services that have been around longer
than us. It includes Saudi Xerox, Zeejprint, and others located in Saudi Arabia that had been
known for a long time.
Our Employees
We hired employees who are equipped with the marketing aspects and have profound
abilities to deal with different types of customers. Also, who is equipped in digital marketing and
computer savvy. We also treat them with transparency and equality as part of our responsibility
and as part of our growing team.
Suppliers
Since we are a local business, we expand our integrity and trust to our suppliers as they
give us solid support upon reaching the success of our business. Our suppliers are also here in the
Kingdom.
Media/Digital Intermediaries
We advertised our company via digital media. We build a platform that allows you to
easily locate printing service providers around the country that offer various delivery options such
as a free receipt, rapid delivery, or shipping to all cities in the kingdom and the Gulf States.
Furthermore, the Print s.a app is available in the Google Play Store and the App Store. Google and
Apple are our middlemen because we use their services to advertise our services throughout Saudi
Arabia.
We also encourage everyone to open the site for more information (https://www.print.sa/)
Additionally, you can also browse the platform on Facebook, Twitter, Instagram, and Snapchat.
Competitor Analysis
As a growing team, we also evaluate the variables influencing the business’s growth as well
as strategies to make it more productive. As a digital marketing manager, I must evaluate the
tactics of the organization’s rivals while developing an organization’s plan. Competitor analysis
drives an organization’s strategy and has an impact on how businesses behave or respond in their
industries. To analyze or appraise its status among rivals, the company conducts a competitor
analysis. There’s a good chance we’ll confront some market competition. Contrary to popular
belief, competition is beneficial to the company. When there is commercial rivalry, it typically
signifies a demand in the market and that the item is worth selling. In our situation, because there
are many electronic online printings in Saudi Arabia, we always offer the finest discounts to
customers who want our services because we compete in the whole marketing arena. Our clients
are extremely precious since we deliver the best services possible and ensure customer satisfaction.
2. Summaries the macro-environment variable your company needs to monitor when
operating the digital marketing campaign. (two or three variables for each force are
sufficient)
a. Technological forces.
b. Legal forces.
c. Economic forces.
d. Political forces.
e. Social forces.
Digital Macro-environment
Technological forces
In the day-to-day operations of a business, technology plays a critical role. A major
challenge for businesses in the digital world may be the constant need to adapt in order to
keep up with the rapid change and acceleration of technology and services. Poor decisions
and opportunities might emerge from a failure to adjust to changes and trends. Incorrect
social media platform usage is also to blame for these poor decisions and missed
opportunities. Various social media platforms, such as Twitter vs. Instagram, might be
more appropriate for different businesses. Depending on money, time, and resources, a
corporation must decide which kind to focus on and which to avoid. A firm needs to utilize
a suitable social media platform.
Legal/Political forces
We all know that ethics and laws are inextricably linked. As a result, we deal with
legal and political issues while protecting our clients through the application of current
laws. To deal with an individual’s basic right to privacy, we apply Data Protection and
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Privacy Law. We can access and amend personal data under this legislation, but those who
maintain data about others must adhere to data protection norms.
Economic forces
The economy has stopped as a result of the outbreak, and Saudi Arabian rivalry is
strong. The engagement of local governments is the result of an effort to contact clients
through a slashing digital world. To improve online access, policies and pro
grams have been implemented with the ultimate goal of strengthening the economy
3. Devise a digital marketing strategy for your campaign. (refer to figure 4.5, page 147 or
ch4, slide 9)
a. Where are you now? (situation analysis)
b. Where do you want to be? (business objectives)
c. How are you going to get there? (strategy)
d. How exactly do you get there? (tactics)
e. Who does what and when? (actions)
f. How do you monitor performance? (control)
4. Summaries the marketing mix best suitable for your campaign. (refer to ch5)
a. Product variables
b. Price variables
c. Place variables
d. Promotion variables
e. Process variables
Digital Marketing Strategy
A comprehensive digital marketing strategy acts as a road map for a company’s online
expansion. Reaching a larger target audience, engaging the public through interactions, and
generating conversions create a continuous cycle. These are key steps in establishing a
strong and relevant web presence for our platform
E-Marketing mix
A marketing mix is a great tool for coming up with a good marketing plan and putting it
into action using successful tactics. Our whole marketing approach hinges on the evaluation of
goods, promotion, price, and site functionality. Positioning, targeting, and segmentation are all
closely tied to the marketing mix strategy. Finally, all of the components of the marketing mix and
the extended marketing mix interact. In a digital marketing mix, we assess the 6Ps of marketing
mix: product, pricing, place, people, promotion, and process (Grunert, J., 2021).
Products/Services
Print s.a. provides the highest quality printing services. The print platform provides a
variety of printing choices on various paper sizes and kinds. Print s.a. also provides a variety of
packaging options to meet the demands of consumers. You can examine the possibilities accessible
using this tool. To find out the pricing, simply register and upload the file, and you’ll be able to
view the best prices by city.
Table 1. Printing options (Retrieved from: https://www.print.sa/)
Printing Faces
Type of Paper
Color Printing
Print on one side, which is the
You can also choose the type
You can print your search at
most common used in
of printing paper, either the
the best price, color or normal
universities
normal 80 g paper and the
printing, and you can choose
Two-sided printing
most used or the shiny paper
certain pages of search to be
just colored.
Table2. Packaging Options (Retrieved from: https://www.print.sa/)
Tape and Limbs
Type of Packaging
Color Printing
Color Packaging
You can choose the
Whether the
You can choose the
According to your
color of the search bar packaging required is
color of printing on
university and
available in several
leather (required in
fine packaging from
specialization
colors as well as you
most universities), or
the outside between
requirements, you can
can add metal limbs
luxury velvet entries
gold and silver
choose the color of
to protect and
for gifting or keeping
according to the
the skin or velvet
decorate the search
additional copies
requirements of the
packaging between
university and
the colors available to
specialization
us.
message
Price
The prices vary according to the type of packaging and printing asked by the customers. If
you choose luxury packaging, then expect that the price is a little higher than plain printing and
packaging. Yet, its way too low compared to other printing services. Thats why our products and
services are affordable.
Place
We are very accessible to clients around the Kingdom.
PromotionAs a digital marketing manager, I consider Google is the essential platform for online
entrepreneurs. With almost 77,000 queries every second on Google, search results are an
outgrowth of people’s ideas; they have issues and seek solutions (Enfroy, A., 2022).
Process
The Print platform has well-structured processes to avoid mistakes and save expenses.
Process of Printing (Retrieved from: https://www.print.sa/)
Lift the document
after signing in to your account, upload the file in pdf
format with high security and privacy.
Select print options
such as printing type, paper size and packaging type with
the choice of delivery mechanism.
Choose the payment method
using mada’s cashier card or credit card or using the
balance from the wallet.
Receive your prints
receive them easily through pick-up, express delivery or
shipping points for your area.
3-How can you implement relationship marketing for your campaign? (refer to ch6)
a. Could you create a virtual community? And how does it help the relationship
marketing.
b. Could you use digital media to support customers advocacy? And how?
Marketing Relationship Implementation
Managers in forward-thinking firms are realizing or have already understood that scientific
management is not the only management strategy that may boost market share, sales, and
profitability. Such businesses have begun a corporate culture shift in order to embrace marketoriented behaviour. Customer relationship marketing (RM) has therefore evolved into an
organizational foundation for operational success. I feel that the aforementioned competitive
methods, both directly and indirectly, have caused many firms to change their corporate culture,
from the top of the firm to the very bottom where customer facing occurs. Despite the fact that
cultural transformation can be difficult and time-consuming, the rewards are suited for modern
markets and effective RM projects and operations (Magwood, J., 2012)
Digital tools have become a central component of almost any movement. And yes, we will
use digital media to support our customers advocacy. Social media helps us to amplify advocacy
efforts by potentially reaching more people, in more places, faster than ever before. To use social
media effectively, we should have a clear plan in mind of who our audience is, which social media
platforms are most suited to that audience, and what results you hope to gain from our efforts.
Some of the most-used digital advocacy tools include websites, blogs, Facebook, Twitter, email,
and texts (Rehr, D., 2017).
References
Chaffey, D., (2014, April 29), Online marketplace analysis for digital marketing, Smart
Insight. https://www.smartinsights.com/digital-marketing-strategy/online-marketplace-analysis/
#:~:text=What%20is%20online%20marketplace%20analysis%3F%20In%20modern
%20marketing%2C,of%20broader%20marketplace%20analysis%20using%20this%20classic
%20view%3A
UWA, (2019, February 28), The Evolution And History Of Digital Marketing, UWA
Online. https://online.uwa.edu/news/history-of-digital-marketing/
Hemani, M., (2017, August 24), What to include in your digital marketing strategy, Thrive.
https://thriveagency.com/news/comprehensive-digital-marketing-strategy/
Enfroy, A., (2022, February 9), The Ultimate List of Digital Marketing Statistics for 2022,
Adam Enfroy Ventures LLC. https://www.adamenfroy.com/digital-marketing-statistics
Grunert, J., (2021, March 19), Marketing Mix, Investing Answers.
https://investinganswers.com/dictionary/m/marketing-mix
Magwood, J., (2012, January 4), Relationship Marketing and Virtual Communities Means
Value Added, Customer Think.
https://customerthink.com/relationship_marketing_and_virtual_communities_means_value_added/
Rehr, D., (2017, February 7), How Is Social Media Being Used In Advocacy?, Huffpost.
https://www.huffpost.com/entry/how-is-social-media-being-used-inadvocacy_b_589a7b12e4b0985224db5bac
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Part 2 – Digital Marketing Campaign
Campaign Message
We at Print.sa offer quality printing services at an affordable price. Print.sa recognizes
how expensive printing can be, especially for those with restricted access to funds. Our stance
is that, with the high cost of living, your printing needs should not be an added burden.
Therefore, we take pride in providing you with quality products, that are specifically designed
in accordance with your needs.
With us, you have unlimited options from printing colours, choices of paper, various
delivery/collection options and packaging colour selection, all whilst remaining within your
budget. At Print.sa our core values are centred around honesty, transparency, and loyalty. Our
customers are our top priority. Therefore, our main aim is to ensure that your needs are met,
whilst lightening your financial load.
Digital Marketing Campaign Schedule
As e-marketers we are awarded the opportunity of not only tailoring but also targeting
our messages, based on the different types of audiences that we aim to reach. This is evidently
largely achieved through the means of personalization and mass customization (Chaffey et al,
2012). Therefore, based on this I intend on using social media marketing, mobile marketing,
and email marketing for my campaign. In addition, I have chosen the above marketing means
for the following reasons:
Social Media Marketing
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Due to the popularity of social media, this is an obvious choice for any business that
wishes to reach their desired audience thus I intend on using this to my advantage. The overall
aim is to utilize as many platforms as possible in a consistent and coordinated manner. I also
acknowledge that social media marketing is not as straight forward as it may seem. One needs
to be creative, objective and have a data driven strategy in place to be completely effective
(Chaffey et al, 2012).
I aim to consistently post at least 3-4 times a week on various platforms for the duration
of the campaign. Consistency is key in terms of building a good following and allowing for
positive engagement from followers, whilst positing just enough as opposed to everyday. I aim
to deliver quality content and not content that is constantly in ones face. In turn, avoiding
disengagement.
Mobile Marketing
It is said that individuals make use of the mobile phones constantly throughout the day.
Evidently, one does not have to be seated in front of their PC and Television sets anymore. All
they require can be easily accessed from their mobile device (Ryan et al, 2009). Thus, in
addition to social media we can also market our campaign via texts, websites, and various
mobile applications. What is more captivating about this means of marketing is that I will be
able to tailor the campaigns content by utilizing different locations or time zones. With that
being said, I intend on distributing content and ads 3-4 times a week as well.
Email Marketing
In addition to the above-mentioned marketing strategies, email marketing has proven
to be extremely effective in terms of reaching a large audience and producing desired outcomes.
Not only can one analyse the open rate of their emails but there are a lot of perks that come
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along with email marketing (Ryan et al, 2009). For one, emails that create a sense of urgency
often produce desirable results, in terms of getting individuals to act based on the content of
the mail. Secondly, there is ample room for tailoring and personalization such as adding
recipient names to give that personal touch and improve the open and click through rates. Thus,
as most individuals receive emails daily, I intend on distributing content 5 days a week.
Social Media Platforms and Digital Media
The biggest brands are utilizing social media platforms to create brand awareness,
whilst enabling their content to reach individuals far and wide. Social media users can share
content with their followers and their followers with their followers. Causing a ripple effect,
allowing a brand to reach audiences that they would not have reached on their own (Chaffey et
al, 2012). Thus, I will be making use of the following social media platforms to generate brand
awareness for Print.sas digital marketing campaign:
Facebook:
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It will enable the campaign to reach large audiences
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It is a great platform for targeted advertising
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Encourages customer engagement and interaction
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It has powerful analytics tools that can be used
Twitter:
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Ads reportedly get slightly more exposure than larger social platforms
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Easy to communication channel to interact with influencers and followers
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Hashtags trend frequently
Instagram:
4
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Visually appealing platform
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Great for reaching younger followers / It is an app created for mobile devices
Creating campaigns guide
Facebook
Instagram
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6
Twitter
7
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Estimated Social Media Platform Budget
Facebook – SR 15 000
Twitter – SR 5 000
Instagram – SR 10 000
Monitoring and Optimization
To date, there are numerous monitoring tools that are used in digital marketing world to
monitor ones campaign and ad progress. However, for this campaign in particular I will be
making use of google analytics for the following reasons:
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I will get an idea of the impression that I make to my desired audiences
I will be able to identify the location of users
View my SEO rankings
Based on my findings I will be able to set additional goals
I can use the tool for segmentation
I will gain greater knowledge of keywords and make better use of them in future
I will be able to get a better understanding of my competition
I will get an indication of which social media platform works best for the campaign
I will be able to gain insight into which consumers I am the most compatible with
I will get an indication as to which post users are engaging with the most
It will allow me to determine which products and services are doing extremely well
Finally, it will allow me to determine what to offer consumers next
Google Analytics
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Bibliography
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Chaffey, D. and Ellis-Chadwick, F., 2012. Digital Marketing: Strategy, Implementation and
Practice. 1st ed. Harlow: Pearson Education.
Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for
engaging the digital generation. London: Kogan Page.
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