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Digital Marketing Strategy Presentation
Digital Marketing Strategy Presentation
• A unique selling point for Prognomics is their use of a revolutionary material in their
product known as Graphene, which improved the quality of their product and will give
them a competitive advantage in the market.
Google (86.02%), Bing (6.55%) and There are many helpful tools and
Yahoo (3.27%) accumulate 95.84% of guideline, in order to get your website
Search Engine Market Share. on Google’s spider good side:
• Google’s Webmaster Central
• Structured Data Testing Tool
• Google Search Console
• Search Engine Optimization Starter Guide
• Google AdWords
• Google Analytics (Content Experiments)
SEARCH ENGINE MANAGEMENT
(CONTINUED)
Pay-Per-Click (PPC)
• Google places PPC Websites at the top of the page → raises
awareness, high and quick conversion rates. (Better for short term
growth)
• Cost-efficient – Google Ads won’t charge you for displaying ads.
Instead, you pay only when someone clicks your ad.
• Ad only appears to people that search for relevant keywords.
Examples of relevant keywords:
allergy testing, food intolerance test, gluten intolerance
test, food sensitivity testing, allergy blood test, private
allergy testing, lactose intolerance testing, Diabetes,
type 2 diabetes, diabetes symptoms, low blood sugar,
normal blood sugar, high blood sugar
SOCIAL MEDIA PLATFORMS
• Ideal for low budget companies
• Consumers spend 20%-40% more money on companies that are using social
media.
• 71% of consumers who have had a positive experience with a brand on social media
are likely to recommend the brand to their friends and family- growing your customer
base even further.
• Facebook
- B2C
- 70% of business-to-consumer marketers have acquired customers through Facebook
- Can target by age, gender, employment, interests, purchasing behaviours,
relationship status etc.
• LinkedIn
- B2B
- targets consumers based on job titles
ELECTRONIC – CUSTOMER RELATIONSHIP
MANAGEMENT (E-CRM)
• PROSPECT365
Provided by ProspectSoft, voted the UK’s top technology provider.
The software is a CRM and CMS (Content management system)
which creates and manages digital content.
E-MAIL MARKETING
Objectives: Benefits:
• Educating users about the • Low-cost
product. • Has immediacy
• Promoting products or • Easily Targeted
announcing a sale.
• Highly easy to Share
• Global access
• Easy to measure results
• Fast return on investment
SUMMARY
The company may face more problems than opportunities in this early
stage of its development. However a solid digital marketing strategy, will
alleviate the problems and allow the company to grasp the
opportunities. The most fearsome threat for the company would be the
very strong competitors existing in the market. Nevertheless their
products are too specialised and do not target a wider segment like
Prognomics. With proper development of the website, using Search
Engine Management’s SEO and PPC, it is certain that we will be able to
offer our customers an outstanding experience, while building our brand.
Social Media, are a big part of today and especially for brand building
purposes. They offer a way of interaction with consumers that was not
possible in the past, while if used properly can convert into a great asset
in identifying our target audience through them.
REFERENCES
• NHS Food Allergy Retrieved from: https://www.nhs.uk/conditions/food-allergy/
• AllergyUK Statistics Retrieved from: https://www.allergyuk.org/information-and-advice/statistics
• BBC News (2011) “The rise and rise of allergies” Retrieved from: https://www.bbc.co.uk/news/health-12550300
• Google AdWords Retrieved from:
https://ads.google.com/aw/campaigns/new/express?campaignId=1626220470&ocid=294377974&step=cpa
s&euid=305359837&__u=4394786613&uscid=294377974&__c=8596969926&authuser=0