Digital Marketing Strategy For NPW Gifts

Question

Task: Write a report analysing the social media activities and initiating appropriate digital marketing strategy for NPW Gifts.

Answer

Introduction
Initiating social media and digital marketing strategy has been the new marketing initiatives of the brands with the change in the behaviour of the consumers. This is making the marketers to improve their digital marketing engagement over time (Chaffey et al. 2013). However, for developing exceptional digital marketing strategies the marketers need to focus on the relationship based interactions with the customers. Tiago, and Veríssimo (2014) has further stated that the digital marketing behaviour of the business has modified the human activities, habits and interactions with the brands. It has led to the development of real world social relationships between the customers and the companies. Moreover, digital initiatives also helps in gaining number of benefits such as efficiency, convenience and better participative information.

The company chosen for the analysis of social media activities and planning digital marketing strategy is NPW Gifts. NPW is one of the hub of marvellous ideas where the customers get the chance to set the surprise and delight their loved ones. The company is known for offering exceptional opportunities to the customers by giving them the chance of choosing them from wide range of party & drinking, beauty & fashion, games and gadgets and others (Npwgifts 2020). However, it is important for the company to analyse, plan and develop for the digital marketing strategy of the company for making their service known to the customers.

The report conducts an audit of digital marketing activities of NPW Gifts and its competitors. Further, the report develops a digital marketing strategy for the organization and a digital marketing plan for the development of its future marketing activities.

Digital Marketing Audit of NPW Gifts

Table- RACE Model
Source: Npwgifts, 2020

SWOT Analysis

Table- SWOT Analysis
Source- Brooks et al. 2014

Competitors
The two competitors of NPW Gifts that is using digital marketing strategy and has gift stores in social media platforms are Things Remembered Personal and Spoonflower. These two are the small and medium size gift selling organisation and acts like a direct competitors of NPW. The social media activities of Things Remembered include Facebook page, Instagram profile, LinkedIn, Pinterest, Twitter and YouTube. They conduct content management and other social media interaction activities in these platforms. Similarly, SpoonFlower is yet another competitor of NPW that has their presence in social media such as Facebook, Instagram and other wide range of social media platforms (Knoji 2020). Both the competitors of NPW Gifts have more presence in social media compared to them and act as a threat to the company. 

Key Customer Groups and Development of Persona
NSP is known for selling gifts to the customers that ranges from various kinds of brands such as SUGU, Sunday Rain, SOKO, Drinking Buddies and others. The gifts ranges from beauty products such as tissues, wipes, hair products and others to stationary products. Moreover, they are also known to sell adult games, sound machines, desktop games, family games and others. There is a separate trending collection for the customers such as Unicorn, and Mermazing (Npwgifts 2020). Based on these product ranges the two key customer groups of NPW are divided into psychographic and behavioural groups.

Table- Customer of NPW Gifts
Source- Camilleri 2018

Customer Journey
From the flowchart below that shows the journey of the customers in NPW website where it is seen that the customers can open the website of the company and then decide to open an account to purchase the product (Richardson 2010). In this case of digital marketing strategy, the customer has the option of either an yes or a no. if the decision is no then the customer can just view the product or gift categories the company is offering and then decide whether to purchase the product or not. Here as well customers can either choose to purchase or not to purchase. If the customer choose to purchase in this stage or in previous stage then they have to open their personal account and then purchase the product online. However, in case they still do not have the intension to purchase any product then they can move out of the website

Digital Marketing Strategy

TOWS Matrix

Table- TWOS Matrix
Source- Kannan 2017

From the analysis of the strengths, weaknesses, threats and opportunities faced by NPW Gifts in its current usage of social media it can be seen that the company lacks in several social media usage area that can help them grow their presence further. This means that the company can make use of its strengths such as its presence in multiple social media channels and the pictures it posts in their social media to overcome its competitive threat and its weakness of low followers and comments in its social media pages. Thus, from the analysis it can be stated it will be beneficial for the company to adopt number of strategies to increase their social media presence such as use of video marketing and direct conversation (Natter et al. 2008). This is because only through this digital marketing strategy NPW will be able to increase their social media presence and become a better digital company in future. The analysis of TWOS matrix has been efficient in finding the ways in which NPW Gifts can be competitively strong through digital mediums.

What is the recommended Digital Marketing Strategy?

Table- Recommended Objectives
Source- Author’s Creation

Looking at the above digital marketing strategy chosen for NPW Gifts it is seen that it will help in meeting the overall objective of the company that is to be competitively strong in the market. Video marketing gives a chance to the company to create better appeal to the current customer behaviours and to attract trust of new customers. Moreover, creating a streamlined digital marketing strategy by focusing on only gaming product will help the company to increase their recognition in a new way (Chaffey et al. 2013). The effectiveness of the company to use new video marketing in their digital platform can be mapped through the SAP framework of suitability, acceptability and feasibility. This can be seen from the table below.

Table- SAP Framework
Source- Author’s Creation

Creative offer and messaging
NPW Gifts is suggested to make use of the below mentioned texts and sub-heads for the development of it new video marketing campaign. The headline text shows the main message that the new video marketing campaign will make use of and the sub-headline and the body copy message will be headline of the video post that the company will post in all kinds of social media platform (Npwgifts 2020). The video will reveal their new trending products that the customers never expected to get in such low prices.

Table- Digital Messaging
Source- Author’s Creation

Digital application of the 7ps

Table- Digital Marketing 7Ps
Source- Brooks et al. 2014

Smart Objectives
The two objectives determined for NPW Gifts digital marketing strategy will be measured against SMART criteria to make it reliable and easy to achieve.

Objective 1: To build strong brand awareness among the target audience by 30%.

Specific- to increase the awareness of the brand.

Measurable- to increase awareness by 30%

Achievable- introducing social media video marketing campaign

Realistic- Company already runs digital content marketing.

Time- in next one year.

Objective 2: Increase the sale of gaming gift products of the company by 40%.

Specific- increase sales of all game related products.

Measurable- measurable by 40% increase of present total sale of the company.

Achievable- increasing discounts on gaming products online.

Realistic- trending game products will be less costly to attract demand.

Time- in next one year.

Digital Marketing Plan
Metrics Required
With the planned digital marketing strategy of NPW and the planned SMART objectives the digital marketing plan of the company will focus on the development of metrics that will help in analysing the success of the digital marketing strategy (Tiago and Veríssimo 2014). The digital metrics are the activities that will help in collecting the data from different social media pages of NPW Gifts that has changed after the implementation of their new video marketing digital strategy.

Table- Metrics Required
Source- Author’s Creation

Resources Required
Along with the digital metrics it is also important to determine the resources, staffs required and budget. This is because only through effective use of resources, staffs and budget the company will be able to implement effectively. The below table shows the plan of all resources required for the implementation of planning digital marketing strategy. Some of the resources that the digital marketing strategy needs such as manpower, money, materials, management, minutes, measurement, methods, machines and mother nature. Together these resources will help in the total achievement of the marketing plan. The table below shows the requirement of the current plan that is to implement new video marketing strategy and the possible options that the company has for using it in the success of the plan.

Table- Resources Required
Source- Author’s Creation

Budget
The below table shows the detailed distribution of the budget that the company will have to invest for implementing the plan digital marketing strategy. The budget will be used to measure the cost required and measure the extent of profit the company is able to gain after six months of digital video marketing strategy.

Table- Budget

Source- Author’s Creation

Tactical Plan
The tactical plan shows the strategic activities the company can take as a part of their marketing plan to increase their awareness. Moreover, there are also activities in regards to the considerations to be made, decisions, post purchase decision and repeat sales. All these strategies have different reach potential and can be used for the success of the digital marketing initiative of the company. there are a total of more than 30 activities that can be implemented by NPW Gifts in their environment and be competitively stronger.

Conclusion
From the above analysis it can be concluded that NPW Gifts will be able to attain success and reduce its weakness of low recognition and awareness among its customers through the implementation of the video marketing strategy as their new initiative. The company already holds its presence in the market by posting pictures, answering to the queries and comments of the customers and creating a link with them. However, it is seen that NPW Gifts still lacks in various areas of its digital marketing initiative, as there are limited followers and comment in all its existing social media platform. The company has been using only image content publishing in social media and will change its motive to make use of video marketing. This digital marketing strategy is both achievable and feasible due to the available resources and capability of the firm in handling digital platform from so long. However, the ability of the firm to reap long term benefit depends on the extent and frequency to which they develop new video and post it in new media. Overall the digital marketing plan will help NPW to gain recognition and become more competitive compared to its customers.

References
Brooks, G., Heffner, A. and Henderson, D., 2014. A SWOT analysis of competitive knowledge from social media for a small start-up business. Digital marketing strategy Review of Business Information Systems (RBIS), 18(1), pp.23-34.

Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing, tourism economics and the airline product (pp. 69-83). Springer, Cham.

Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.

Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.

Knoji, 2020. List of NPW's social media pages. [online] knoji. Available at: < https://npw.knoji.com/questions/npw-social-media-pages//> [Accessed 13 May 2020].

Natter, M., Mild, A., Wagner, U. and Taudes, A., 2008. Practice prize report—Planning new tariffs at tele. Ring: The application and impact of an integrated segmentation, targeting, and positioning tool. Marketing Science, 27(4), pp.600-609.

Npwgifts, 2020. NPW – The Home Of Design Led Impulse Gifting!. [online] Npwgifts.com. Available at: [Accessed 13 May 2020].

Richardson, A., 2010. Using customer journey maps to improve customer experience. Harvard business review, 15(1), pp.2-5.

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Digital marketing strategy Business horizons, 57(6), pp.703-708.