In the contemporary competitive business world, strong digital marketing strategy is imperative for any company to become successful. While the strategy is important in increasing the revenue and the clientele base of a firm, customers’ needs, tastes, and preferences are becoming more sophisticated as a result of enhanced digital platforms. In particular, internet marketing has played a key role in shaping consumers’ buying decisions. Hence, companies that have not implemented appropriate digital strategies are facing major challenges including the threat of being faced out of the market. Any company despite its size or the industry may take advantage of strong digital marketing strategy to expand and compete favorably in the industry of operation. In digital marketing, there is a need for the company to define its strategy before implementation (Chaffey & Smith, 2013). The paper aims at creating a digital strategy and implementation plan for SmaDiTec Solutions Company using the model of TCEO to launch its SmaDiTec Mobile App software.
Situational Analysis (THINK)
SmaDiTec Solutions Company is involved in offering unified enterprise software that is widely used in digital marketing. The company has an exceptional organization culture that promotes innovation while providing incomparable digital advertising solutions for marketers. The company’s management platform endeavors to streamline and scale ad buys throughout all channels making it possible for advertisers to access guaranteed, as well as biddable inventory to achieve their digital marketing targets and objectives. The company’s holistic approach provides the marketer with a distinct recording system to fulfill their planning, research, reporting and optimization goals. Advertising is considered as one of the most powerful strategies for boosting the sales and increasing the market share for any firm, agency or an organization (Chaffey & Smith, 2013).
SmaDiTec Mobile App software is intended to enhance advertising campaigns in the United States. As a result of advancement in communications and communication technology across the world, the software will be helpful in promoting and supporting advertising campaigns for companies and marketers. SmaDiTec Mobile App would be helpful in identifying distinct sites where customers are likely to visit regularly improving media planning decisions. The software has enhanced features including SmaDiTec Ad Planner that is effective in meeting the advertising needs of the businesses, agencies and companies across the United States. Moreover, the mobile application software is secure to serve an extensive market since each user has a different account with enhanced login details (Chaffey & Smith, 2013).
In addition, the Mobile App software could be integrated with other software programs that already exist in the market including the Mobile Ad-server that would be helpful in enhancing the traffic based on quality and volume. The software is intended to minimize the costs of advertisement such as those incurred in printing business catalogs, as well as the banners. Also, the application will be helpful in making digital marketing advertising strategies more efficient since it can be integrated with several applications enabling marketers and agencies to reduce the cost and time for advertisement. Besides, the Ad-server supported by SmaDiTec Mobile App software can be used by agencies and marketers for web-based, as well as video advertisement campaigns. The mobile application software is also capable of allowing the users to view distinct advertisement through the Youtube regardless of their geographical locations. When a user views a similar video from a different locality, the Mobile App is capable of changing the advertisement’s nature so as to acclimatize in the new environment (Chaffey, 2009).
Marketing Objectives (CREATE)
The marketing objectives of SmaDiTec Solutions Company are intended to streamline marketers and agencies’ advertising campaigns and strategies. It aims at providing advertisement solutions through the Mobile App application software by serving the customers’ ads using the smartest ad server by volume. Moreover, the company intends to boost the speed through trafficking using a simpler and effective interface that is user-friendly. Also, it aims at helping its clients to access relevant advertising data in just a single search and display media enabled by the SmaDiTec Mobile App software (Chaffey & Smith, 2013).
Implementation of the Marketing Strategy (ENGAGE)
The marketing strategy will involve launching of digital ad management platform, SmaDiTec Mobile App software that would be helpful for the agencies and marketers in promoting their advertising campaigns for their products, as well as services in the most effective manner. Moreover, the strategy will include data-driven systems of management and streamlined operations capable of promoting advertisement campaigns at local, national and international levels. Further, the market strategy will concentrate on launching the Mobile App software comprising of ad serving solutions intended to support digital advertising campaigns especially for marketers and agencies across the United States. The digital marketing strategy will streamline the workflow for trafficking, planning, optimizing, targeting, as well as reporting (Chaffey & Smith, 2013).
The target customers will include marketers and agencies in the United States and across the globe. The marketing strategy will offer solutions for trafficking in order to reduce the time spent by our clients in managing their online advertising campaigns. The software would be highly differentiated depending on feedback from the customers so as to meet their advertisement needs in the most appropriate manner. Also, differentiation will help the target customers in increasing their applications specifically on web-based interface significantly reducing users’ time on routine tasks and creating more time for other promotional activities (Chaffey, 2009).
In addition, the company will penetrate the market as a merger where it will form a joint venture with other digital advertising companies in the United States. The main reason for adopting this marketing strategy includes access to technology, increase its competitiveness and acquire management competencies from reputable advertising agencies in the United States. Moreover, this market strategy of forming mergers will enable SmaDiTec Solutions Company to access the channels of distribution, expansion, as well as research and development in the United States’ digital advertising industry (Chaffey & Smith, 2013).
The implementation plan of the Mobile App software will include a three-stage approach. During the first stage, the company will target information, computing, as well as high-end data processing industries in the United States. After successful penetration of SmaDiTec Mobile App software in these markets, the application will venture into the telecommunications industry and later into business service, as well as finance industries. These stages of implementation will be imperative in enabling the company to penetrate the entire United States’ market while providing solutions for ever-increasing demands, preferences, and needs for effective digital advertising strategy (Chaffey, 2009).
Timeline
Digital Objectives (OPTIMIZE)
The objectives of the digital marketing strategy will include integration of advanced features of Mobile App such as conversion measurements and creative optimization to enhance its efficiency. The tracking goals of the digital marketing strategy will include formulation of actionable advertisement campaigns through consolidated data, as well as advanced reports to optimize the functionality of the SmaDiTec Mobile App software. The outcomes of the digital marketing strategy will include leveraged integrated reporting to improve the effectiveness of the advertisement programs for our clients. This will enable the company in increasing its revenue while providing solutions to the United States digital advertising industry (Chaffey & Smith, 2013).
Conclusion
The digital advertising industry in the United States has continued to grow significantly due to advancement in information and communication technology. Hence, launching of a Mobile App with enhanced features will play a significant role in promoting the growth of the industry through providing marketers and agencies with an advertising platform.
References
Chaffey, D. & Smith, P. R . (2013). E-marketing Excellence: Planning and Optimizing your Digital Marketing. London: Routledge.
Chaffey, D. (2009). Internet marketing: Strategy, implementation and practice. Harlow: Financial Times Prentice Hall.
