Digital Audit And Marketing Strategies For Telappliant Company

Telappliant company external analysis

Telappliant is a company located in United Kingdom which was formed in 2003.It provide information technology, telephony and internet connectivity services to small and medium business enterprises. It also provides cybercrime solutions. The company has a total of 117 employees with four locations in the country (telapplant, 2022).Telappliant can reach the customers and potential users through Twitter,Facebook,Instagram,Google+ ,and youtube. This essay will discuss digital audit and digital marketing strategies used by Telappliant to enhance competitive advantage in the market. The essay will also discuss 5 digital Porter’s Five Forces, digital PESTLE and digital SWOT analysis in relations to Telappliant company.

Telappliant company external analysis

. A digital audit involving assessing effectiveness of all digital platforms in enhancing the company’s campaign. It is imperative to carry out audits during early stages of planning strategies to enhance performance and contemplating channels available to incorporate in the plan. Various questions should be answered during digital audit such as which channels do the company have, which is good or bad, what are their effectiveness, and who is obliged to operate them? ( Rahmatullin &vGuzelbaeva, 2019).

There are marketing trends that the Telappliant company must confront otherwise it will be overtaken by competitors. The introduction of 5G network in 2019 has brought changes in the industry. More than 50 nations have embraced the technology and various manufacturers have incorporated it in their phones and personal computers. Use of Artificial Intelligence has become popular in the field of information technology to increase efficiency in businesses .AI has benefited firms through server optimization, enhancing quality assurance, application deployment, automating processes, improving productivity, and building secure system. The field of information technology has also developed voice first skills. This where smart devices are incorporated with voice-activated technologies, smart speakers, and voice assistants which are integral in Search Engine Optimization (SEO) strategy. Another market trend is that the chatbots demand is rising.69% of costumers in United States choose to utilize chatbots when dealing with products as response is much faster. The incorporation of chatbots in a website help a company to respond to customer’s queries at any time as they are 24/7 responsive (Savoie & Raisinghani, 2019).

The top competitors of Telappliant are Voipfone, and D Edge Global Group.Voipfone has been winning the best business  VoiP provider Award since 2014 in United Kingdom. It has also won other awards like Customer Satisfaction Awards, Best Internet Telephone Service, and Precious Queen’s Award for business. Voipfone has divided its products to various categories to meet different segment of UK customers. Edge Global Group is another information technology that is challenging Telappliant by having more reliable services like commercial finance and utilities, and very recent technology of 6G in particular. The expertise and provision of numerous affordable services makes the company to be more competitive.

The digital PESTLE analysis of Telappliant company examine political, economic, social, technological factors that affect the success of the business together with legal and economic factors. The analysis would help the company understand the digital market and devise ways to make improvement in its activities (Perera, 2017).

• There have been numbers of governments that has given support to the development of the new technology like 5G network.
• There have been detrimental governmental regulations encompassing use of digital information like big data.
• Availability of ICT infrastructure in different countries and increase of digital divide.
• Government provision of more secure online payment methods.
• Government funding educational programs emphasizing on e-commerce and online safety.

• Presence of many small and large companies providing similar goods and services globally.
• High tariffs and sanctions on imported goods in different countries where online customers are located.
• Competition between goods and services provided online versus brick-and-mortal businesses which are very close to customers.
• The presence of different payment methods accessible to potential customers globally has facilitated e-commerce.

• Customer’s trust on buying products and services online from unknown sellers is a challenge to Telappliant.
• The outbreak of epidemics like Covid 19 leave consumers with online shopping as the only alternative.
• Lack of public awareness and negative perception of online shopping is an issue of concern affecting e-commerce today.

• Information security, fraud and hacking are issues companies investing on e-commerce are facing in the modern society.
• Development of ICT infrastructure across the world.
• Availability of mobile Apps from different companies that are facilitating consumer’s relations.
• Availability of artificial intelligence that are facilitating tracking customer purchasing habits and preferences.

• Trademark security problem
• Copyright protection issues
• Rules regulating online transactions like providing product description, price, and delivery means.
• Privacy issues concerning customer’s information received by companies.

• Emission of radiation through telephony services.
• Reduce emission of carbon dioxide through providing mediated communication eliminate need to commute.

Marketing trends confronting Telappliant company

The use of Porter’s Model in Telappliant company in examining external factors helps the firm to consider bargaining power of customers, and competition intensity when formulating business strategy (Kabeyi, 2018).

The level of Telappliant competition in the market is strong force. The porter’s model determines the impacts that competitors have on one another (Wu et al,2012). It has strong force on low switching cost where customers can more easily to other sellers. The company has strong force on low differentiated products meaning its products are more similar like others in the market. It has also strong force in terms of high aggressiveness with other companies like Coms and Voipfone..

Telappliant company customers have high bargaining power. The Porter’s model on this area identifies how customers’ perceptions, preferences and purchasing decision impact on the company (Eskandari et al,2015). In this case the strong force is brought by the following external factors:

• Strong force on high buyer information
• Weak force on small size of singular buyers
• Strong force on low switching cost

The company’s suppliers bargaining power has weak force on its supply. The porter’s model on supplier bargaining power determine the impact of suppliers in their demand to the firm and its rival companies (Adelakun, 2020). The weak force of Telappliant bargaining power of suppliers is brought by the following outside factors:

• Weak force on high ratio of firm concentration on supplier
• Weak force on moderate to high entire supply
• Weak force on moderate to high number of suppliers

Telappliant substitutes have weak force in matters of competitiveness. Porter’s Model define this component as determinant of strength of substitute products to attract customers (Wu et al,2012). The weak force on Telappliant’s threat substitute in caused by:

• Weak force on low buyer propensity to substitute
• Weak force on low performance of substitutes
• Moderate force on moderate to high availability of substitutes

Telappliant company encounters moderate force threat on new firms entering the market. The Porter’s Model defines this component determinant of impacts of likelihood of new firms entering the market (Adelakun, 2020). The moderate force on threats of new entry is brought by the following:

• Strong capacity of potential new entrants
• Weak force on cost of brand development
• Weak force on high capital requirements
• Establishing a firm like Telappliant requires high capital and high cost to brand development hence making new entrants weak.

Telappliant Company Internal Digital Analysis

THE Following is brief analysis of strength, weakness, opportunity, and threat of  Telappliant company.

• Top technology like android, use of artificial intelligence and more proficient technology devices.
• Most valuable products online
• Globally iconic firm identified through its website
• Expansion in services like iCloud , streaming services and digital content stores

• High priced products
• Limited advertisement and promotion on digital platforms
• Entering in non-competency areas like game streaming, video content streaming competing with dominant companies like Netflix.
• Allegation of tracking customers through tracking Apps installed in their phone.

• Consistent growth of customer on digital platforms
• Expanding distribution channels to deliver products more quickly when ordered electronically
• Use of Green Technology
• Use of Smart Wearable Technology
• Utilize artificial intelligence

• Coronavirus outbreak
• Increasing competition from companies like Viopfone
• Lawsuits on breach of customers’ information privacy.

Inventory management is the process by which an organization track products movement from the source, in the warehouse and in distributors or retailer’s stores. It enables the company to have right quantity at right place, in right time under low cost (Song et al,2020). One of the key factors that has contributed to success of Telappliant is management of its supply chain. The company decided to cut down the number of key suppliers in production, distribution and storage. Telappliant decided to relocate its activities from headquarters to other three locations in the country so that products offered online can be delivered to customers on time.Its central warehouse, orders and customer’s data are efficiently synchronized to enhance better management of inventories.

Content audit evaluates, assesses, examines content quality used in inventories. It identifies content that requires to be updated, a gap that requires to be filled with new content, and any portion of the content that need to be removed (Sperano, 2017). This content audit was only carried on the company website and social media. The third parties were not part of the audit. The following online platforms were taken into consideration. Site search for Telappliant which are linkedin, Twitter,Facebook Google+ ,and YouTube, About Us ,Support, Product Sales and Marketing where information about the company products were searched. Some of results were as follows: Some products lacked descriptive heading making no sense to customers and not calling them for an action. The web content is conversational as it is using ‘you/your’ which is recommendable content strategy (telapplant twitter page). The word Telappliant is mentioned several times in the same platform. There are also uneven styles depicted in the webpages. Moreover, the images and videos in the website lacks caption. There are long sentences observed in terms and conditions pages. There are also actions words used like read, look, buy, check, call, and use (telapplant facebook page)

Top competitors of Telappliant company

(d) Customers’ insights

Customers insight is interpreting trends in behavior of people in order to understand their motivation, frustrations and tastes in order to boost product or service relevance and effectiveness. The company starts with customer experience before embarking on in technology (Vakani et al,2011).

SMART objective of Telappliant

5S model is a tool used to improve workplaces by ensuring it is clean, Orderly, safe and is properly organized to minimize wastage and increase productivity. It is meant to improve physical and mental environment (Haughey, 2013). Used together with Telappliant company objectives, the SMART goals will boost productivity to enhance innovation and technology accessibility for its users. The goals will assist in fueling the company’s social media marketing strategies for products launched since 2020 with modern technology.

• Increase users’ traffic to company’s website through social media
• Increase lead by 5% in the next product launch
• Boost online purchase by 5% for next new product

• To track all-important KPIs mentioned below to determine particular data points for analyzing such as competitive merits and demerits, user satisfaction and loyalty, hashtag usage, and conversion rates.

• Inform direct users on new releases and updates through social media.
• Provide Telappliant support, free offer, and contactless delivery as substitute to in-store buying.

• Boost social media engagement by 5 percent to reach current users as scheduled.
• Maintaining brand visibility through social media tools

 Tracking SMART goals and KPIs on 6-month basis to determine their viability

Digital marketing strategy

Digital marketing strategy is a progressive thought plan that use SMART goal to grow an enterprise. Technique associated with digital marketing strategy include social media marketing, content marketing, paid ads, and website design (Baltes, 2015). This is Telapplant company marketing strategy that should be implemented to boost sales.

Digital Marketing Strategy for High Speed Internet Connection

SWOT ANALYSIS (As highlighted Above)

SMART GOALS (As highlighted Above)

Density-Urban areas

Region-United Kingdom and globally

• Age-18 to 45
• Gender- males and female
• Marital status-,singles, married couples
• Income- middle class
• Occupation- students,executives

• Degree of loyalty-switchers, loyals, hand core
• Benefits-sense of achievements and belonging, self-expression, service speed, advanced features and capabilities.
• Personality-ambitious and determined
• User status-potential users, on-users.
• Media Channel-Active on Facebook, twitter, Instagram, tiktok
• Digital device-mobile phone. PC, Tablet, computer

• social class-upper and middle class
• lifestyle-explorer, succeeder, aspirer, resigned
• risk aversion-risk neutral, risk avoiding

(Sarah, 24 years old student)

Geographic’s

• City-London
• Density-Urban area

• Gender- female
• Marital status-single
• Income- low income
• Occupation- student

• Social class- middle class
• Lifestyle-explorer
• Risk aversion-risk neutral

• Facebook is part of her life
• Active on Instagram, twitter, TikTok
• Looks for cheapest internet service provider

• Lack of funds
• Slow internet connection
• Need for access to virtual classes

• To attend online classes
• To have new adventure in technology
• To have faster internet that will download content faster

• sense of achievements and belonging
• self-expression
• service speed
• social connections

objection (Answers to FAQs)

• which is the cheapest package you have?

The cheapest package we have is $ 5 monthly plan

• Which methods can I use to make payment?

payment is done through PayPal, Master Card, Visa Card

• Do your products have warrant?

Do you offer 5G internet connection?

Yes , we have the fastest internet connection ever

After producing goals and buyer’s persona, the next stage is to think which digital media to use in order to reach the audience. In this case I opt to use e-mail marketing where I would have personalized my content using the world ‘you’ (Chaffey et al,2012)

Other types of digital marketing strategies that can be utilized by Telapplant company include lead generation, video marketing, social networks, push notifications, influence marketing, affiliate marketing, advertising social networks, online advertising, content marketing, inbound marketing, and Search Engine Optimization (SEO) (Kingsnorth, 2019).

Each of the strategies stated above requires a special tactic in order to be effective in boosting sales. The use of keywords tactic is effective in generating more traffic when using SEO.It enables the content to be placed in first page when inserting keyword on web search. The best channel for utilizing keywords is website. The content should have the product mentioned frequently and use of words like ‘the best’, ‘most stable’. ‘the fastest ‘etc. (Kaufman &Horton, 2014). For example, the best UK internet provider in 2022.Use of pay per click and pay per sale are tactics used to enhance affiliate marketing. A company that has attractive offers on these tactics will attract bloggers and content creators who will recommend its products to consumers. The two tactics are used in blogs, social media, and website. The content creators will insert links in their content where the user will be redirected to the company webpage. The content creators mostly have a niche where the content is closely related to the products recommended. For example, a blogger who have electronic niche may write a content with keywords Top 10 UK Internet providers in 2022 where the blogger includes Telapplant and insert the link in the description. When users click the link, they are directed to the company website where the product is sold (Saura et al,2019).

Digital PESTLE analysis of Telappliant company

SEO and marketing strategies requires good timing otherwise it will not be effective. The two strategies are most effective when launching a new product and when there are more products in the stock so that to meet the high demand that may arise as the strategies reaches all users in any part of the world. The strategies should be used one month before launching a new products to at least one year after the release of the product (Järvinen &Karjaluoto, 2015).

There are various metrics that are used to measure the performance of SEO as provided by the google. It is necessary to identify which work best for the company and require tracking regularly. One of the metric is Organic traffic which the number of visitors who visit the company website. This happen when users insert keywords on search engine. When there is high organic traffic it means your SEO is doing well (Järvinen, 2016). Keyword ranking is also another method to measure SEO performance. Any word that user type on search engine and provide results is a keyword. If you can type a keyword and find your website on the first page and mostly at near the top, then it means the SEO is doing well. Other metrics include Page Speed, Backlinks, Bounce Rate, Time Spent on the Page etc. (Järvinen &Karjaluoto, 2015).

Conclusion

The use of digital marketing strategies has become a trend in corporate world for both small and large companies. Every firm is competing for customers online. In order for a company to devise an effective digital marketing strategy, it is important to conduct both external and internal factors which is enhanced by various analytical tools.Telapplant company is one of the enterprises that are doing well in utilizing different strategic tactics through various media channels to boost its competitiveness.

References

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https://linkedin.com/company/telappliant

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www://mobile.twitter.com/telappliantbuzz

www://mobile.twitter.com/telappliantbuzz