Revamping Marketing Practices Of A Small Scale Organization Through Digital Marketing

Background of organization and the problem

Background of organization and the problem:

AMC square is a small scale organization operating in the publishing industries. The organization recruits in-house technical writers and professionals and prepare books belonging to the technical domain. (Anon, 2018) The organization was set up in the year 2012, in the last 6 years the organization has been successfully able to empower its employee base but the organization has not been able to develop a strong and dependable client side. The core reason behind the same is the intense market competition coupled with lack of effective advertising and marketing practices being implemented by the organizational management. The limited financial resources available with the organization can be referred to as the reason behind this ineffective planning. (Plus, 2018) This has eventually impacted the brand awareness level of the organization in the market hence leading to a potential problem and the requirement of revamping the marketing practices being used by the organization.

“Lack of effective marketing and advertisement practices being implemented by the organization to target the Core market and increase brand awareness”.

The focus will be on solving the same using digital marketing approach.

Suggested Course of Action:

In order to tackle these issues and ensure better financial optimization of the resources available within the organization, DIGITAL MARKETING can be suggested as the ideal practice for the organization (operating at small scale). (Heldman, 2017)

In this proposed project, the aim will be on analysis the fact that how digital marketing practices can be used to optimize the marketing and advertisement practices of a small scale organization.

Core:

The predicted learning outcomes for the proposed project include:

• The meaning and importance of digital marketing.
• The impact of the digital marketing on the business efficiency or process.
• The potential benefits of using digital marketing for a small scale organization.
• Different digital marketing practices that the organization can use for their business optimization

The social presence of an organization is one of the crucial factors that decide the perspective of the customers or the market towards an organization and its services. (Phillips, Bothell and Snead, 2012) This social presence of the organization is highly related to the brand awareness level of the organization and how it can be used to impact the behavior of the customers towards the products and the services offered by the organization. (Springer, 2010) Traditionally, physical marketing practices like door-to-door marketing, advertising, sponsorships etc. were amongst the top pics of the organization but with the advent of the technological age, practices like digital marketing, Social media marketing etc. have grown on to become a preferred choice for the businesses. (Phillips, Bothell and Snead, 2012)

As in case of small scale organizations, it allows them to reach out to a far greater or expanded market section with the help of digital channels and platforms like digital media, social handles etc. (Springer, 2010) Digital marketing provides them with a cost effective way to reach or cover a larger geographical area and generate potential business leads and customer domain. As evident, the hike in the technological trend has considerably impacted the daily practice of general public who now intend to spend more time on social handles and platforms like Facebook, Twitter, YouTube etc. These users usually conduct an online search for the product and the services they intend to use and then conduct the required business or transactions online.

Problem Statement

Consider an example, when a user googles for a food shop near him, he is more likely to visit the first two or three links that are displayed. (Phillips, Bothell and Snead, 2012)The reason behind the same is the trust that is established in the customers or the users following the positioning of the brand in the top pages of google or any other search engine. Now, while selecting them from the first 3-4 links the user will analyze the position of each of the service providers and the reviews that other customers of the organization have posted on the different social media handle. This will further affect the perspective of the person conducting the search and how he or she perceives the organization and its services, hence, in turn, impacting the overall decision of the user. 

Digital marketing approach intends to target these users and convert the users into potential business leads for the organization. (Rocha et al., 2013) In order to achieve the same, the organization tries and impact the perspective and the behavior of the customers towards the organization. This, in turn, helps them build positive social media presence and a positive brand awareness.  (Phillips, Bothell and Snead, 2012)The key strategies that are generally used to target the user perspective and behavior include:

• SEO or Search engine optimization for ensuring that the website or the business of the organization ranks amongst the top links as displayed on the google or any other search engine.(Rocha et al., 2013)
• SMO or Social media optimization. The purpose of social media optimization is to ensure that the band or the organization sustains or poses a positive image on the social media handles like Facebook, YouTube, twitter etc.
• SMM or Social media marketing where the organization intends to advertise or market its products and services for sales using the social media channels and the platforms.(Hanna, 2010)   

There are several other strategies like email marketing, mobile marketing etc. which intends to address the common purpose of creating a positive social image and strong trust relationship with the client side. (Hanna, 2010)

Undertaking this project will allow me to learn the impact of these practices on an organization and how one can effectively utilize these methodologies to address the issues of the organization he or she works in. Additionally, learning about digital marketing and its practices in a small scale organization will add to my existing knowledge set and then help me progress towards a more successful and growth-oriented carrier in the same domain. (Phillips, Bothell and Snead, 2012)

Adding such skills to my knowledge and skill portfolio will help me to gain the operational knowledge about the use of such skills in a live environment. In addition to this, throughout this project, I will able to undertake and track some of the essential skills that are required for a better execution and implementation of the project.

Finalized Methodology or pathway:

For this particular project I intend to follow a research methodology where the prime focus will be on conducting the research and collecting information relevant to the following sequence of tasks:

Initial Phase Methods:

• Understanding the nature of the organization and the industry it works in.
• Understanding the target market and the core market the organization wants to target.
• Observing and analyzing the customer demographics of the target market in order to get a clear picture of their preferences and behaviors. (Springer, 2010)

Execution phase:

• Understanding and evaluating different digital marketing strategies, their focus areas, the key benefits that they offer.
• Mapping the business requirements of the target organization with that of the obtained or analyzed business of the organization.(Springer, 2010) 
• Articulating the set of strategies to address the business requirements of the customers.

Control and evaluation phase:

• Evaluating the impact of the strategies to identify the addressable areas, the modifications required in the strategy and how effectively it can address the core issues evident within the organization.

By the end of the project I will be able to produce the following documents and information sets:

• Learning Contract (The current Document)
• A detailed project report
• List of supporting documents and evidence

Information:

• The meaning and importance of digital marketing.
• The impact of the digital marketing on the business efficiency or process.
• The potential benefits of using digital marketing for a small scale organization.
• Different digital marketing practices that the organization can use for their business optimization

References

Anon, (2018). [online] Available at: https://www.quora.com/How-Digital-Marketing-helps-small-and-medium-businesses [Accessed 2 Jul. 2018].

Hanna, N. (2010). E-Transformation: Enabling New Development Strategies. New York, NY: Springer-Verlag New York.

Heldman, K. (2017). CompTIA Project+ Study Guide. Newark: John Wiley & Sons, Incorporated.

Phillips, J., Bothell, T. and Snead, G. (2012). The Project Management Scorecard. Hoboken: Taylor and Francis.

Plus, J. (2018). Top 10 Benefits of Digital Marketing for Small Business (Infographic). [online] Business 2 Community. Available at: https://www.business2community.com/infographics/top-10-benefits-digital-marketing-small-business-infographic-01174211 [Accessed 2 Jul. 2018].

Rocha, A., Correia, A., Wilson, T. and Stroetmann, K. (2013). Advances in Information Systems and Technologies. Berlin, Heidelberg: Springer Berlin Heidelberg.

Springer, M. (2010). Project and program management. [West Lafayette]: Ichor Business Books/Purdue University Press.

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