BTEC – Unit 24 Digital Marketing

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 BTEC – Unit 24 Digital Marketing

Assignment Front Sheet

Qualification Unit number and title

Pearson BTEC HND in Business Unit 24: Digital Marketing (RQF)

Student name Assessor name

Muhammad Arslan Gohar Khan Iqbal Yasin

Hand in date Completion date Submission date

21-12-18 25-12-18

Assignment Title Unit 24: Digital Marketing (RQF)

“You must complete this assignment on time. If you experience difficulties, you
Hand in Policy
must inform your tutor accordingly”

Late Work Policy Consideration will be given to students who have valid reasons for late
submission (e.g. illness).

Plagiarism Policy In cases of plagiarism, college regulations will be applied. You must declare
that this assessment is your own work by signing the following statement:

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.

Student signature: Date:

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 BTEC – Unit 24 Digital Marketing

Table of Contents

LO 1 - DEMONSTRATE AN UNDERSTANDING OF THE OPPORTUNITIES, CHALLENGES AND IMPACT OF

THE DIGITAL ENVIRONMENT. 4
DIGITAL MARKETING: 4
ONLINE MARKETING CONCEPT: 4
OFFLINE MARKETING CONCEPT: 6
CONCLUSION: 6
EFFECTIVE DIGITAL MARKETING ACTIVITIES: 7
IMPACT OF DIGITAL MARKETING: 8

LO 2 - EXAMINE KEY DIGITAL TOOLS, PLATFORMS & CHANNELS,COMPARING & CONTRASTING BRICKS &
MORTAR & OTHER PHYSICAL CHANNELS. 9
DIGITAL PLATFORMS: 9
ROLE OF 7P’S IN DIGITAL MARKETING: 10
TYPES OF DIGITAL MARKETING TOOLS: 11
CONSUMER DIGITAL ADOPTION: 13
ROLE OF AUTOMATED & NON-AUTOMATED ACTIVITIES 15
CRITICAL ANALYSIS: 15

LO 3 - DETERMINE HOW TO ORGANISE DIGITAL MARKETING ACTIVITIES AND BUILD MULTI-CHANNEL

CAPABILITIES IN AN ORGANISATION. 16
OPPORTUINITIES & CHALLENGES (EBAY): 16
CRITICAL ANALYSIS: 17
OMNI-CHANNEL MARKETING (E-BAY): 18

LO 4 - EVALUATE METHODS OF MONITORING AND MEASURING DIGITAL MARKETING EFFECTIVELY. 19

KPI’S & ANALYTICS PLATFORMS (E-BAY): 19
MONITORING & MEASURING TECHNIQUES 20
CRITICAL ANALYSIS 21

BIBLIOGRAPHY 22

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LO 1 - Demonstrate an understanding of the opportunities, challenges and
impact of the digital environment.

DIGITAL MARKETING:
The marketing of items or services utilizing digital channels to achieve consumers attention is known as
digital marketing. The key goal is to promote brands through different types of digital media. Digital
marketing reaches out besides web marketing to incorporate channels that don't require the utilization of the
web. It incorporates cell phones (the two SMS and MMS), online networking marketing, show publicizing,
internet searcher marketing, and some other type of digital media. (Smart Insights, 2017)
Example: One effective digital media campaign was by Pizza Hut, which made an application that enabled
clients to make their own pizza by hauling their chosen toppings onto a graphical pizza base. The iPhone
would then figure out which of the chain's a huge number of areas the client happened to be closest. The
organization publicized the new application on the web, in print, and on TV - even winning an arrangement
in Apple's very own iPhone business.

ONLINE MARKETING CONCEPT:

“Online marketing is in every case quickly changing and developing. Because of this, it isn't something you
can get a course reading and take in everything from”. “Here's the some present ideas in web based
marketing you should know about” (IMPACT 80/20, 2013):

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SEO: “SEO represents
search engine optimization
and has for some time been a
standout amongst the most
essential web based
marketing ideas”. “In the
event that SEO is done
effectively your site will be
one of the first to spring up
for some, search questions,
bringing about an enormous
increment in snaps, peruses
and buys. Search engines
have a calculation for
positioning high, yet don't
discharge that data to keep the opposition among sites streaming”.

ANALYTICS: “Analytics, or anything that gives measurements and information, are critical to Internet
marketing efforts. Analytics and information enable you to modify marketing efforts dependent on various
measurements. You can shape and take care of business a campaign to accommodate your crowd while
additionally observing what works for future campaigns– while likewise shedding what isn't working”.

HTML&CSS: “They may not appear to be essential, but rather understanding fundamental HTML and
CSS gives you a noteworthy edge over the opposition. On the off chance that you are furnished with the
correct information to settle on keen choices around there, your site will emerge. Web based marketing is
made up principally of managing different sites and having a recognized one, because of HTML and CSS
aptitudes, will have any kind of effect”.

SOCIAL MEDIA: “Social media campaigns can be hard to go up against. It's critical to take in
everything you can about web based life, which is in reality simple to do with data you can discover on the
web, and in addition books identified with the subject. Take in all that you can so as to ace the specialty
and in the end have the capacity to effectively advance your business adequately via web-based networking

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media stages. An incredible online networking and viral marketing effort can be tricky to pull off, however
will pay profits for those that hit for those that get it right”.

OFFLINE MARKETING CONCEPT:

“Traditional marketing is well known, as the name applies, because of its long history. Consistently we
see TV advertisements, hear radio plugs or see paper promotions. In any case, the truth of the matter is that
traditional marketing channels will lose piece of the overall industry to web marketing on account of the
benefits of the web”.

ONLINE MARKETING OFFLINE MARKETING

“Search Engine Optimization (SEO)” Radio
Google Advertising Television
Content Marketing Billboards
“Mobile Marketing” Newspapers
E-stores “Magazines”
“E-mail Marketing” “Catalogues”
Social Media “Brochures”
Banners Direct Mail

CONCLUSION:
“The pattern of traditional marketing is on the down fall; new media has even supplanted a few
structures. Marketing openings on the web are reasonable for any organization and the improvement of
new marketing diverts are in advancement. Therefore the development of web marketing deals volume is
justified. The main advantages of web marketing has over offline marketing are reduced costs,

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measurability, constant outcomes and campaign management, better focusing on and long term exposure.
Utilizing the favourable circumstances and chances of web marketing expertise you can make financially
campaigns to expand your upper hand”.

EFFECTIVE DIGITAL MARKETING ACTIVITIES:

“The internet provides organizations with a scope of chances to connect and reach with existing and
potential clients. It likewise affords clients the chance to research and audit an organization's items and
services and to associate with that organization continuously. (Techfunnel, 2018)”

“According to customer
insight, Social Media
Marketing (18%) Content
Marketing (17%) and
utilization of Marketing
Technology (16%) are required
to be incorporated the most in
advanced marketing strategies
in 2018. Least utilized will be
information the board and
additionally paid hunt and
social promotions. The research
recommends there will be a move from the beforehand well known utilization of paid search and social
media advertising, to expand use of marketing technology, content marketing and natural social media. We
definitely realize content is lord, as in a past graph of the day we revealed that exploration reports utilized
for content marketing are the best to create an arrival on venture. Search engine optimization is still and I
predict, dependably will be vital. It may never be best of the most utilized strategies, yet it's never going to
be the base. A solid SEO technique will give long terms gains, however it's high exertion and results are
moderate. Content marketing and paid media give returns and results quicker.”
“The consumer power has automatically been raised. Because with the help of digital marketing a large
number of consumers are targeted which was not possible with the help of offline marketing process. Since
the modern generation is very social and active, and has the ability to use digital technology. So because of
that they are more use to of using and having the concept of digital marketing and reaching people or
marketing products and services through internet or digital platforms, because of the reason more
consumers can be targeted in low price.”
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IMPACT OF DIGITAL MARKETING:
IMPACT ON BUSINESSES
• “Progressively reasonable methods of reaching a wider crowd. Advertising on the web is more
affordable than print advertising, and more people see it. It's that straightforward. Hundreds, or even
thousands, of people can be reached to by means of supported posts on different web based social
media sites for a couple of dollars a pop. It can take a few hundred dollars to run a solitary print
advertisement in a paper, and after that thought must be given to regardless of whether the target
demographic audience have seen the promotion.”
• “Everybody's on the web, so more people are seeing your promotions. Once more, it's that
straightforward. Nowadays, people get everything from their news, their weather, the gossip on
Bessie's most recent undertaking, and even their basic supplies, all with a couple of snaps of a mouse
or swipes of a finger.”
• “To a greater variety of effortlessly open advertising outlets. Digital advertising opens a radical new
universe of chances. There are Internet based life, email campaigns, content advertising, Search
Engine Optimization, banner promotions, thus significantly more. These capacities can without much
of a stretch be dealt with online also, making the procedure smoother.”
“While there are dependably negatives with any advertising system, the effect of digital marketing on
organizations has, by and large, been a positive one. With more access to a more extensive crowd, digital
marketing lights up organizations in manners that were once impossible, saving organizations time, cash,
and acquiring new clients more than ever.”
IMPACT ON CONSUMER BEHAVIOUR
“The greatest change in customer behaviour is that shoppers expect a reliable and customized involvement.
Consumers want and expect customized informing from brands. Advertisers ought to interface with them at
the correct spots at right
occasions, which
includes expanded
constant restriction.
Present day shoppers
are not loyal clients,
they are more variety
searchers. The prime
change in buyer
behaviour is that

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customers, progressively get some distance from anything they see as marketing. As consumers are getting
to be technically knowledgeable, they are getting to be anxious towards intrusive or irrelevant substance and
messages. Over 25% cell phone clients have introduced promotion blockers and this number is expanding
quickly. Accordingly, leading advertisers are adjusting their procedures to achieve progressively organized
purchasers and setting more weight on strategies, for example, verbal promoting and narrating.
(IntelliAssist, 2017)

CRITICAL ANALYSIS:
Digital marketing provides opportunities to overcome the challenges of communication, market and
products. One of the most effective models suggested for digital marketing is Think, Create, Engage
and Optimize. The think stage of the model is the beginning step where the strategic plan for digital
marketing is formulated according to the type of business and the context in which the business
operates referring to the PESTLE impact. The second stage to create involves creating effective
campaigns and shaping platforms. This step includes creating web assets, social media platforms,
conceptual copyrighting and mobile applications. The third step in this model is to engage the
customers, drive online traffic and build relationships with the customers. This step requires SEO,
Search advertisement, email marketing, social media marketing etc. The last step is the most
important of all which helps to maintain the ranking by constantly optimizing the web assets. Apart
from utilizing these assets, challenges from competition and communication barriers can be
eliminated using extensive consumer research. The idea of the business must be remarkable and
customers should be obsessed about it. Moreover, the advertisements and content should be
attractive to drive the attention of online users.

LO 2 - EXAMINE KEY DIGITAL TOOLS, PLATFORMS &

CHANNELS,COMPARING & CONTRASTING BRICKS & MORTAR &
OTHER PHYSICAL CHANNELS.

DIGITAL PLATFORMS:
“Technology has changed the go to market methodology of present day organizations. As indicated by an
on-going Accenture report, "While it used to take Fortune 500 organizations a normal of 20 years to
achieve a billion-dollar valuation, the present computerized new companies can arrive in four years.
Advanced stages are to a great extent in charge of this move." Digital Platform that will end up being their

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new plan of action and quicken the compass of new markets. Following are the digital platforms that are
used for digital marketing now a day”:
• GOOGLE SEARCH ENGINE: "Advertising" plan of action.
• SOCIAL PLATFORMS: Facebook, Twitter, Instagram, LinkedIn – “advertising” Business model.
• KNOWLEGDE PLATFORMS: Forums such as StackOverflow& TEDX – "advertising" plan of
action.
• APPLICATION STORES: Apple/Google Play – "digital great" plan of action.
• MARKET PLACES: Amazon commercial centre, shopping motors: "web based business" plan of
action.
• MEDIA PLATFORMS: Spotify, Deezer – "membership" Business Model.
• CROWD-SOURCING PLATFORMS: Uber, BlablaCar, AirBnB – "pay as you go" plan of action.
• CLASSIFIEDS PLATFORMS: Real estate … – “advertising” business model.

ROLE OF 7P’S IN DIGITAL MARKETING:

“The 7 P's are critical in digital marketing and have a major effect in a successful business.”
v PRODUCT: “You should have the capacity to evaluate the market and the clients' temperament to
comprehend if the item you are selling on the web is truly needed by the consumer or not. A decent
item sold at the wrong time or in the wrong place probably won't move to such an extent, so you
should be instructed by they way somebody surfing on the Internet will be pulled in to purchase your
item.”
For Example: “Karma Snack, a digital marketing company, they help customers to locate the
correct market, statistic, and best season for advancement in their products, and after that assistance
send the campaign.”
v PRICE: “By judging the paying capacity of people on different products related to yours, and by
analysing the buying pattern the consumers follow more then accordingly set a nominal price which
attracts the consumer to buy your product and includes your profit ratio. The price can be raised even
after analysing the demand of the product.”
For Example: “Karma Snacks, enable customers to locate the sweet spot for your products pricing
by testing evaluating, limits, and doing inside and out research on your opposition's main concern.
The ultimate objective of each campaign is to expand your productivity, which lessening costs, while
expanding your market value”.”
v PROMOTION: “When you are promoting your item through digital marketing you have to address
whether you are tending to the correct target gathering of people. Regardless of whether you are

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getting the intended interest group to your site, you should make sure that you talking the language
they get it. A successful promotional campaign will mean your notices and the advertisements
attempts to connect however many potential clients as would be possible. A decent web based
promoting organization would deal with investigating the traffic to your site, the source of the traffic,
and the normal remain.”
v PEOPLE: “When you are doing digital marketing, you must have the capacity to re-appropriate the
work and contract the general population to do things like compose powerful substance. It will
likewise be important to successfully pass it back to the administration. In conclusion it is essential
to inquire as to whether you have the general population to share data on the item, administration, or
organization on sites, discussions and so forth by posting about it.”
v PLACE: “In the world of digital marketing, your website is where all transactions occur. Testing of
shading plans, catches sizes, pictures, photographs, formats, dependably helps in enhancing your site.
Your site needs to continually advance; there are times where your site won't seem as though it
completed seven days back, multi month from now, or in 12 months' time. Just in the event that you
are information driven, all progressions and upgrades will be advocated by expanded ROI for you.”
v PROCESS: “It is critical for Internet marketing as well. You have to inquire as to whether you have
flexibility in your site, the capacity to deal with substantial number of clients, the best possible help
consistently, and a framework to answer FAQs. There will be a period when a digital marketing
company scales campaigns as indicated by every customer's needs. There are times when customers
advise the web promoting organization to downsize the efforts since they can't deal with the volume,
and need to grow assets, and the showcasing organization modifies campaigns likewise.”
v PHYSICAL EVIDENCE: “On the web, it is troublesome for the client to know how the item will
profit them. So it will be important to impart such that the client will have the capacity to feel sure
about obtaining an product or service. You can do reports and articles that will energize the clients
about the product and the service. Video and pictures additionally enable the client to feel good.
(Rosado, 2014)

TYPES OF DIGITAL MARKETING TOOLS:

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SEARCH ENGINE MARKETING (SEM): “While SEO describes the way toward getting unpaid
traffic from web engines – SEM refers to the paid traffic from web indexes. The most widely recognized
type of web search tool marketing is likely Google Ad words for the straightforward reason that Google is
by a long shot the most utilized search engine.”
SEARCH ENGINE OPTIMIZATION (SEO): “Search engine optimization is the way toward
enhancing substance or sites with the goal that they appear in query items in web search tools like Google.
Search engine websites choose which sites to appear for a pursuit term dependent on catchphrases
referenced on the site and connections that refer to this site.”
PAY-PER-CLICK ADVERTISING (PPC): “Like SEM different types of PPC publicizing additionally
describe marketing strategies where the advertiser pays for each tap on a connection to a site. Aside from
web search tools, every informal community offer the open door for Pay Per Click promoting. These
promotions at that point show up in the feed of the focused via web-based networking media clients.”
SOCIAL MEDIA MARKETING: “The Social Ms has a solid spotlight via social media marketing.
Online life positively has a legitimately earned place in this list. Social Media Marketing is „the utilization
of internet based life stages and sites to advance an item or service." That implies all sharing of data and
commitment with followers, fans, accomplices or competitors via web-based networking media stages with
the objective of advancing your items is a piece of computerized promoting.”
CONTENT MARKETING: “Content marketing is the specialty of utilizing narrating and significant
data to expand mark mindfulness with the objective of inspiring your intended interest group to make a
beneficial move. Content promoting goes for building relationships with potential clients and turning into
an accomplice as opposed to a sponsor.”

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EMAIL MARKETING: “Email showcasing is extraordinary compared to other changing over
advertising channels. By sending ordinary updates to your email endorsers you can manufacture and
sustain a relationship. By offering some benefit with your email refreshes you can construct trust – in the
long run, you will have the capacity to transform a level of your group of audience into customers. Email
marketing is undeniably more than purchasing an email list and shelling them with special messages or a
one-time promoting spot in another person's email newsletter.”
INFLUENCER/AFFILIATE MARKETING: “Affiliate marketing is an execution based sort of
computerized advertising. As opposed to PPC promoting with associate marketing, the advertiser does not
pay for traffic but instead for transformations. The rates are typically higher yet the hazards in favour of the
advertiser are restricted since he pays for transformations. Influencer marketing is mainstream with
bloggers and high-traffic site proprietors who profit from pitching other individuals' items to their group of
audience.”
VIRAL MARKETING: “You know those viral recordings you see on the web? All things considered, a
few organizations utilize those as a smart type of advertising. Regardless of whether it's collaborating with
a prominent viral substance maker or advancing it themselves, the possibility of viral advertising is to
make something share worthy – by making it interesting, on pattern and topical.”
RADIO MARKETING: “Those breaks in your most loved music program where somebody reveals to
you what vehicle to purchase or what cleaner to utilize. A portion of these spots can be fairly irritating, a
chosen few figure out how to engage – at any rate when you hear them for the first time.”
TELELIVISON MARKETING: “It isn't dead yet: The spot that separates your most loved TV
program. While we are increasingly becoming used to discovering approaches to discard having to really
sit in front of the TV advertisements there is still some marketing accomplishment in TV publicizing.”
MOBILE PHONE MARKETING: “A large number of the above sorts of digital marketing can happen on
your cell phone. You are most likely utilizing Facebook, Instagram, and Google on your cell phone all
things considered. In any case, there are some different sorts of advertising on your cell phone that so far
would not fit into any of the referenced classifications. SMS marketing has been around for quite a while.
Furthermore, with innovation like Bluetooth still on the rise, the marketing and publicizing choices for
portable particularly in neighbourhood marketing have by a long shot not yet been completely utilized. (Life
of a B2B software marketer, n.d.)

CONSUMER DIGITAL ADOPTION:

“The life-cycle stage of consumers with digital adoption is a bit diversified. The reason behind is that the
modern day generation is more of technology accepting based generation. Whom innovative things and
something that they see on digital media attract, they are not the ones who read newspapers and magazines.
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Where as there is a part of generation that still believes in doing thing old school ways. Following are the 5
brackets in which life cycle now a days fit”:

• INNOVATORS: “According to the graph 2.5% is the part of consumers that is innovative and is
ready to accept and willing to take risks in innovation. They are youngest in age and highest in the
social acceptance of digital marketing who have great financial lucidity and interaction with more
innovators who have risk tolerance.”
• EARLY ADOPTERS: “According to the graph this is the second fastest category of 13.5%
consumers who adopt innovation and accept digital media. This category is an early adaptor but is
more of a opinion based generation, they have their own vision of seeing innovation in digital
marketing.”
• EARLY MAJORITY: “This category has 34% of consumers who accept digital innovation after a
gap of certain period of time after trying. Early Majority will in general be slower in the
appropriation procedure, have better than expected societal position, contact with early adopters, and
only here and there hold places of feeling initiative in a framework.”
• LATE MAJORITY: “About 34% per-cent of consumers falls in this category. Late Majority are
commonly incredulous about digital advertising, have underneath normal societal position, almost no
money related clarity, in contact with others in late majority part and early majority part, next to no
sentiment initiative.”
• LAGGARDS: “The consumers that fall in this category are of about 16%. These consumers are the
ones who want things old school way and don’t believe in the digital innovation era. These people
regularly have a aversion for change-specialists and will in general be progressed in age. Laggards
commonly will in general be cantered around "traditions", liable to have most reduced social
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position, least money related smoothness, be most seasoned of every single other adopter, in contact
with just family and dear companions, next to no to no supposition initiative.” (On Digital
Marketing, n.d.)

ROLE OF AUTOMATED & NON-AUTOMATED ACTIVITIES

“The role of automated and non automated sales and support activities on digital media would be in such
a way that you get an online chat box with a representative of a respective firm or website who is there to
answer all the quires online on the spot and solve the problems that are faced by the consumers. Because of
the automated system the life has become easier, now a day every well known brand is using an automated
sales software so that they could have all the related data and feedback of the consumer when he shops for
the first time so that he doesn’t have to go through the process of filling the form next time he order’s
anything. Where as in non-automated firm, the consumer is supposed to physically be present at the store
or office of the respective firm and meet the manager or a representative to get the issue sorted out.”

CRITICAL ANALYSIS:
The tools and techniques provided through digital mediums provide ease of access to the customers.
The conventional barrier of time, location and physical presence are overshadowed by the existence
of digital channels. Digital channels provide a new business model to organizations. Brands like eBay,
google, Facebook are mostly dependent on search ads for their revenue. Search ads helps brand in
acquiring and retaining customers while providing money to the publishers of ads. Similarly, Email
marketing helps in customer retention and providing value to the customers. Social media platforms
are established to create and share content with members. Social media marketing helps in branding
and customer participation. Affiliate marketing facilitates brands in generation of sales and branding,
as through affiliate marketing ‘finder’s fee’ is given to referees for every referral they give to prospect
new customers. Video based digital channels provide value and retention to the customers. Digital
tools are highly effective as brands are able to precisely target their audience and customize their
brand message according to individual needs. Digital channels are measurable to the point of exact
number of click on campaign specific posts which helps in evaluating the performance of digital
marketing strategies.

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LO 3 - DETERMINE HOW TO ORGANISE DIGITAL MARKETING
ACTIVITIES AND BUILD MULTI-CHANNEL CAPABILITIES IN AN
ORGANISATION.

OPPORTUINITIES & CHALLENGES (EBAY):

SWOT ANALYSIS OF EBAY
v STRENGTHS:
• Brand Image: Over some time, E-bay has assembled a solid brand picture and is known as a
noteworthy contender of Amazon.
• Global Presence: In the final quarter of 2016, the site included 2 million dynamic purchasers
and the aggregate number of worldwide dynamic purchasers at E-bay is presently in excess of
167 million.
• Large network of buyers & sellers: The extensive worldwide system of its purchasers and
merchants is likewise a critical quality of E-bay. Its online business stage associated a huge
number of purchasers and dealers in 2016, leading a Gross Merchandise Volume of $84
Billion.
• Digital Growth: Fast digital development is likewise an important strength of the E-bay
platform. It utilizes a really progressed innovative foundation that streamlines the capacity
and handling of a lot of information.
• E-bay Valet: E-bay Valet has likewise made the offer of E-bay more stronger. In excess of
100,000 clients have encountered the advantages of E-bay Valet. In 2016, E-bay declared a
partnership to extend the advantages of E-bay Valet to all the FedEx areas.
v WEAKNESSES:
• Weaker position against competitor: In spite of all the technological advancement, rivalry
has continued developing extreme for E-bay. Amazon has been seeing quicker development
and other neighbourhood and worldwide web based business brands are additionally making
the circumstance extreme for E-bay.
• Technical issues: Technical issues happening now and again on the E-bay site are an
essential weakness that requires surviving.
• Weakness in internal control over financial reporting: Some material weaknesses were
distinguished in E-bay's inner power over money related detailing which can adverse affect
its reputation, business or its stock costs.

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v OPPORTUNITIES:
• Diversification & acquisitions: The brand has made some essential acquisitions like Paypal
and StubHub. The brand can discover further development through broadening and
acquisitions.
• Mobile Platform: Business over the portable stage is developing quickly and offers new
open doors for E-bay. The quantity of versatile clients all through the world is growing
quicker. Structuring imaginative encounters for the portable clients can give extraordinary
new open doors as far as deals and marketing.
• Investment in marketing: The brand must adopt a more grounded strategy to advertising.
This will enable it to discover faster growth and new opportunities in the developing markets.
“Investing resources into marketing can likewise enable it to penetrate its current markets
further and handling the focused weight.”
v THREATS:
• Competition: Competition is one of the essential threats confronting E-bay. Aside from
online and portable sources, the brand likewise faces solid rivalry from the disconnected
sources. Among its essential rivals are Amazon, AliBaba, Flipkart.
• Regulatory framework: “The administrative system is additionally a vital risk, which can
add to the operational expenses of the Internet business brands. The regulatory framework
has continued developing complex and E-bay's business is additionally subject to against trust
laws. E-bay works in a few nations and it is liable to web based business laws in every one of
those business sectors. In addition, in a few developing organizations the benefits offered by
neighbourhood law zone not accessible to E-bay.”
• Currency Fluctuations: Greater part of E-bay's income originates from outside US. The
subsidence has passed and the greater part of the world's economies are back on track. Be that
as it may, the cash fluctuations and a more grounded dollar lead to low income or losses.
Change in outside trade rates result in financial loss.
• Uncertainty due to Brexit: Brexit has offered rise to some economic vulnerability. It has
additionally offered rise to instability in the economic situations that can reverse affect E-
bay's money related outcomes. (Pratap, 2017)

CRITICAL ANALYSIS:
eBay is currently facing challenges as the competition in the international market is on the rise. Moreover,
the availability of internet, desire to contribute and user-friendly technology has changed the rules of

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engagement for the customers. Digital marketing strategy of ebay should focus on constantly iterating and
evolving their content. Keyword selection is of prior importance which enhances the ranking of website in
organic search through SEO. There are four main components of SEO involving keyword search, on-page
optimization, off-page optimization, and SEO evaluation. Keyword selection should be based on extensive
research with keyword tool and other such tools available online in order to understand the most searched
keyword/quarries by the users of internet. These words than should be incorporated in the content of the
website. Moreover, the effective use of pay-per-click will help in generating more revenues for the website.

OMNI-CHANNEL MARKETING (E-BAY):

“E-bay made Omni-channel retails a reality for other brand come true in 2014. So that the consumers could
have online and offline shopping experience all at one place. According to the CEO of E-bay “ A retailer
might call it a multi channel or Omni channel shopping experience, but a consumer calls that shopping”. E-
bay has launched an Omni channel experience for retailers and consumers in partnership with big
commerce. Which allows the merchants to consistently rundown and move items on the eBay commercial
centre, while additionally being able to manage stock and requests locally. eBay Inc. is enhancing savagely
to empower Omni-channel shopping. The organization's red laser application enables customers to make
speedy, portable value examinations in a hurry. Furthermore, eBay Inc. is helping retailers convey
multichannel purchaser
encounters: eBay
Enterprise accomplices
with retailers that need to
include Omni-channel
capacities, the magento
internet business stage
empowers shopping
highlights through
various channels, and
PayPal is empowering
worldwide instalments on
the web and disconnected
for retailers all things
considered. Moreover,
same-day delivery is a

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vital piece of the Omni-channel shopping pattern. Customers would now be able to buy items through cell
phones, tablets or PCs and have them delivered from stores in less than a hour in numerous metropolitan
territories.” (Ebayinc.com, 2016)

LO 4 - EVALUATE METHODS OF MONITORING AND MEASURING

DIGITAL MARKETING EFFECTIVELY.

KPI’S & ANALYTICS PLATFORMS (E-BAY):

“The achievement of either Amazon or eBay is assessed by taking a look at the two organizations' key
execution markers (KPIs), which can be separated into four classifications”:
• SALES & REVENUE: “As of August 31, 2018, Amazon had trailing year income of $208.13
billion – an expansion of 30.8% from 2017. Interestingly, eBay's income totalled just $10.07 billion,
with an expansion of 6.6% from 2017. In the course of recent years, Amazon has essentially
outpaced eBay in income development with normal yearly income development of 25.97% versus
2.86% for E-Bay.”
• PROFITABILITY: “Amazon additionally has higher overall gain at $300 million for the trailing a
year versus - $147 million for eBay. The two organizations have seen a few difficulties in immediate
and indirect costs influencing gross edge and working edge measurements. Through August 31,
2018, Amazon is revealing a five-year net edge normal of 20% contrasted with 74% for eBay. In
spite of the edge outperformance from eBay, Amazon has still outpaced eBay in total compensation
development with a trailing year development rate of 27.92% for Amazon versus no overall gain
development for E-Bay.”
• VALUATION METRICS: “Valuation measurements, for example, the cost to-deals (P/S)
proportion and cost to-profit (P/E) proportion basically indicate which organization's stock has
earned a more noteworthy incentive from financial specialists. In 2018, Amazon's P/S proportion
remained at 4.76, while eBay's was 3. 33. In 2018, Amazon's forward P/E proportion is a lot higher
than eBay's at 72.99 versus 12.72 for E-Bay.”
• ACTIVE USER BASE: “As per information from Statists, Amazon was the most mainstream web
based business commercial centre as of December 2017 with 197 million clients for every month. E-
Bay in any case, was Amazon's third-nearest match with roughly 113 million exceptional month-to-
month guests.”

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• SELLER RATING: “Seller rating is a mixture of purchaser sentiments on vender gainfulness,
client benefit, correspondence, convenience and suggestion with a main estimation revealed by
Ecommerce bytes Sellers Choice. Starting at 2018, the Ecommerce Bytes Sellers Choice report
indicated Amazon and eBay with the best two rankings at 6.23 and 6.18 respectively.”
• THE BOTTOM LINE: “Amazon by a long shot is the greater enterprise, dwarfing eBay in deals
and pay. Amazon has an altogether higher forward P/E demonstrating more prominent space for
development. As of September 2018, Amazon was exchanging at $2,002,90 versus $33.02 for eBay.
Its potential is generously outpacing other claim to fame Internet business commercial centres, for
example, Etsy and Overstock.” (Investopedia, n.d.)

MONITORING & MEASURING TECHNIQUES

E-BAY MARKETING TECHNIQUES:
“For the initial couple of years, the organization did not spend a dime on advertising, depending rather on
viral, verbal marketing and its capacity to piggyback on its rival's unending efforts to hold market
acknowledgment. To attract in new clients, E-Bay tied up with more than 60 sites including America Online.
This gave E-Bay access to the biggest client base on the web while at the same time anticipating AOL to
enter the auction territory. E-Bay likewise included merchant to individual exchanging, while at the same
time tending to the quickly developing divided private company marketing by making an feature called
business trade. E-Bay has right now gone into a joint venture with Facebook, agreed to a vital association
with Yahoo and Google as an exclusive outsider supplier of graphical and content based promoting
individually. E-Bay has effectively gained local e-commerce organizations, which convey an unmistakable
territorial flavour to the clients who can search for items, which are difficult to dispatch, for example, cars or
old-fashioned furnishings, locally. The organization has additionally fabricated a worldwide presence with
clients in excess of 150 nations. E-Bay simply centres and holds fast to the organization esteems, which are
currently a correspondence methodology, which is bringing about powerful outcomes. For purchasers, it
focuses on Trust, Value, Selection and Convenience. It likewise has Neighbourhoods; a talk stage enabling
similarly invested purchasers to give surveys on brands and items.” (Asgar, 2016)

E-BAY PERFORMANCE AND POPULATION MEASURES:

“Within a brief timeframe in receiving new procedures and building the correspondence methodologies by
building trust among the dealers and purchasers, eBay recorded a development rate of 19% year on year in
first quarter' 2013 equalling to $49 billion incomes for the Quarter. With simple to utilize/peruse commercial
centre, clients began to utilize versatile for their exchange by including 2.8 million commercial centres and
PayPal clients for the quarter time frame. 9 Million dynamic clients for the period, first quarter 2013 with
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13% expansion on year on year premise and 17% development rate, representing 68% of the total Gross
Merchandise Volume. PayPal observed 5 Million active enlisted clients in first quarter of 2013. Executed
$41 billion, speaking to 21% development rate of the aggregate payment volume. GSI saw 16% year on year
development in same store deals for the period. Yet, eBay's development system is trusting in it's the same
old thing and stage including”: (Ukessays.com, 2016)
• Capacity to attract purchasers and venders.
• Volume of transactions and cost and determination of merchandise.
• Client service and brand recognition.

Critical Analysis
The campaigns of ebay are evaluated on the basis of cost-per-click, click through rates, cost of
acquisition and conversation rates. Moreover their overall spending on the digital marketing depicts
steady patterns.

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