IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/118771.html
   My bibliography  Save this paper

Digital Marketing Strategies, plan and implementations: A case study of Jumia Group and ASDA Uk

Author

Listed:
  • Ologunebi, John
  • Taiwo, Ebenezer

Abstract

The rise of digital marketing has dramatically changed how brands promote themselves and engage with customers, as Chaffey and Ellis-Chadwick discussed in their 2019 research. This article thoroughly explores "Digital Marketing Strategies, Planning, and Implementation," aiming to provide a comprehensive understanding of its multi-layered nature and profound impact. We start with a historical view, tracing digital marketing's evolution from humble beginnings to its current pivotal role in modern companies. We underscore how digital marketing is vital for connecting with tech-savvy consumers today, highlighting the latest trends Ryan outlined in 2016. Effective digital marketing depends on strategy, which we closely examine. Identifying target audiences and using customer journey mapping to devise compelling campaigns is critical. We also explore strategically selecting appropriate digital channels and integrating online and offline efforts to maximize reach and engagement. Creating a successful digital marketing plan requires meticulous planning. We walk through situational analysis, SWOT assessment, goal-setting, and aligning key performance indicators to gauge success. We also emphasize content strategy, social media, SEO, PPC ads, and email campaigns in shaping a cohesive plan. Next is implementation, where we explain executing each strategy after planning - creating and distributing engaging content, managing social campaigns, applying SEO tactics, administering PPC ads, and crafting persuasive emails. Real-time monitoring and analytics, as Chaffey and Bosomworth noted in 2015, provide insights into effectiveness. Evaluation through data-driven decisions is integral, focusing on key metrics and tools to assess campaign performance, per Chaffey and Patron in 2012. We also reveal iterative optimization tactics for continuous improvement. However, we acknowledge ethical challenges in digital marketing, like dynamic algorithms. We highlight common pitfalls to avoid errors and offer guidance on leveraging new technologies. Case studies provide real-world insights into implementing strategies. Looking ahead, we anticipate emerging trends like AI, automation, personalization, and enhanced customer experiences shaping digital marketing's future landscape. In conclusion, this article comprehensively explores modern marketing facets, equipping practitioners and researchers to navigate the evolving digital world.

Suggested Citation

  • Ologunebi, John & Taiwo, Ebenezer, 2023. "Digital Marketing Strategies, plan and implementations: A case study of Jumia Group and ASDA Uk," MPRA Paper 118771, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:118771
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/118771/1/MPRA_paper_118771.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    3. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    4. Killian, Ginger & McManus, Kristy, 2015. "A marketing communications approach for the digital era: Managerial guidelines for social media integration," Business Horizons, Elsevier, vol. 58(5), pages 539-549.
    5. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    6. Stein, Alisha & Ramaseshan, B., 2016. "Towards the identification of customer experience touch point elements," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 8-19.
    7. Peter Jones & Daphne Comfort & David Hillier, 2009. "Marketing Sustainable Consumption within Stores: A Case Study of the UK’s Leading Food Retailers," Sustainability, MDPI, vol. 1(4), pages 1-12, October.
    8. V. Kumar & JeeWon Brianna Choi & Mallik Greene, 2017. "Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 268-288, March.
    9. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    10. Badran, Mona Farid, 2021. "Digital platforms in Africa: A case-study of Jumia Egypt's digital platform," Telecommunications Policy, Elsevier, vol. 45(3).
    11. Nicodemus Kitukutha & Judit Oláh, 2018. "Trust And E-Commerce, Case Study On Jumia Company," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 313-323, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ologunebi, John & Taiwo, Ebenezer, 2024. "Personalized ad Content and Individual User Preference: A boost for Conversion Rates in the UK E-commerce Business," MPRA Paper 120595, University Library of Munich, Germany.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kafferine Yamagishi & Lanndon Ocampo & Dharyll Prince Abellana & Reciel Ann Tanaid & Ann Myril Tiu & Maria Esther Medalla & Egberto Selerio & Chrisalyn Go & Rey Cesar Olorvida & Amalia Maupo & Deariel, 2021. "The impact of social media marketing strategies on promoting sustainability of tourism with fuzzy cognitive mapping: a case of Kalanggaman Island (Philippines)," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 14998-15030, October.
    2. Belém Barbosa & José Ramón Saura & Dag Bennett, 2024. "How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses," The Journal of Technology Transfer, Springer, vol. 49(1), pages 69-103, February.
    3. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    4. Hajer Kefi & Sitesh Indra & Talel Abdessalem, 2016. "Social media marketing analytics : a multicultural approach applied to the beauty & cosmetic sector," Post-Print hal-01456580, HAL.
    5. Valter Afonso Vieira & Marcos Inácio Severo Almeida & Raj Agnihotri & Nôga Simões De Arruda Corrêa Silva & S. Arunachalam, 2019. "In pursuit of an effective B2B digital marketing strategy in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1085-1108, November.
    6. Anna Makrides & Demetris Vrontis & Michael Christofi, 2020. "The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas," Business Perspectives and Research, , vol. 8(1), pages 4-20, January.
    7. Tiago, Teresa & Tiago, Flávio & Faria, Sandra Dias & Couto, João Pedro, 2016. "Who is the better player? Off-field battle on Facebook and Twitter," Business Horizons, Elsevier, vol. 59(2), pages 175-183.
    8. Alarcón-del-Amo, María-del-Carmen & Rialp, Alex & Rialp, Josep & López-Belbeze, Pilar, 2024. "Unveiling the dynamics of exporting firms: How social media shapes export costs and relationships," International Business Review, Elsevier, vol. 33(5).
    9. Witek-Hajduk Marzanna K. & Zaborek Piotr, 2022. "Social media use in international marketing: Impact on brand and firm performance," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(2), pages 121-142, June.
    10. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    11. Grubor, Aleksandar & Jakša, Olja, 2018. "Social Media Marketing: Engaging with Consumers in Digital Era," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 356-363, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    12. Dolega, Les & Rowe, Francisco & Branagan, Emma, 2021. "Going digital? The impact of social media marketing on retail website traffic, orders and sales," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    13. Ebrahim Forghani & Reza Sheikh & Seyed Mohammad Hassan Hosseini & Shib Sankar Sana, 2022. "The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 13(2), pages 625-640, April.
    14. Georgios Polydoros, 2022. "Digital Marketing Techniques and Tools in Covid-19 era," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(11), pages 86-91, November.
    15. Morana Fudurić & Andreina Mandelli, 2017. "Corporate and Non-Profit Social Media Policies: A Content Analysis," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 7-22.
    16. Đurđana Ozretić Došen, 2017. "Editorial preface," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 5-6.
    17. Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    18. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 67-86.
    19. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    20. Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).

    More about this item

    Keywords

    Digital marketing strategies; content strategy; social media engagement; search engine optimization (SEO); pay-per-click (PPC) advertising; email marketing campaigns; social media marketing; SWOT analysis; KPI; modern marketing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:118771. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.