Digital Marketing Salford Business School
How my time at Salford Business School has prepared me for a career in digital marketing?
My time in Salford business school has prepared me for a career in digital marketing as during this time I have learned about Digital Marketing Communications, Online and Offline Consumer Behavior, Digital Marketing Analytics and Strategy and Search and Social media Marketing.
During this time I have analyzed the Google merchandise store analytics using spss. The Marketing analytics helped me uncover how to interpret data to better solve marketing problems to make better choices. For example the analysis between age and bounce rate was conducted using one way anova analysis. This type of analysis helped me discover whether age was a contributing factor for how long consumers clicked on the page.
This module taught me to pin point what is the more relevant information when it came to website engagement. During this analysis I have managed to discover what was more significant in the users engagement by creating a correlation table. This showed me what was more valuable from the analytics. For instance there turned out to be a strong correlation between bounce rate and revenue. Therefore in order to increase revenue it's important to have a good bounce rate and make consumers want to stay in site longer rather than clicking away.
I have also learned why consumers make purchasing decisions and how easily certain consumers can be influenced by different people. For instance when consumers interact with their peers and they see their reviews, these indicators play a big role when it comes to their purchasing behavior. I learned how paid influencers such as celebrities play a big role when leading the consumer to make a purchase. When consumers see their favorite celebrity advertise a product, this can further lead them to make a purchase.
I was also taught how social media channels can be very powerful when it comes to communicating with your audience. When companies use facebook, instagram or youtube. They are putting themselves in a much better position to reach out to their audience in an effective manner. If this is not implemented efficiently, this can lower the companies value and and consumers will find it much more difficult to relate to them.
During this digital marketing course I have also had to create an individual marketing plan and analyzed a company called Moonpig. This taught me how to target different age groups within the market. I understood that the younger audience tend to use instagram more, therefore targeting the 18 to 25 year olds would be more effective using instagram. While with the 26 to 45 year olds, it would be much more efficient using facebook. The other consumer group I analyzed was the 46 to 65 year olds. With this group TV adverts would be more efficient to use as this age would prefer to relax and watch TV.
When it comes to analyzing the Micro environment, the internal side of the business. I have used porters 5 forces to analyse this. For example Moonpig had to keep track of the threat of new entrants as this way very high for them as it would be very easy for a company to start an online card business and blow up. Therefore this analysis taught me that companies should monitor possible new threats that arise. I have also learned that the Macro environment, the external side of the environment which cannot be controlled and how this had a direct impact on Moonpig. The economical impact worked better for them as more consumers switched to online shopping therefore this had a positive impact for an online business like Moonpig.
I have also created created a Smart objective for Moonpig and created a gantt chart showing how exactly they can increase their instagram users by 10 percent. This experience taught to create a clear and achievable objective and monitor the time scale using a Gantt chart in order to achieve this.
Thank you for taking the time to finish reading this blog article. These skills I was taught in Salford business school will be implemented once I begin my career in digital marketing and I will have learned this new information permanently. This experience has also taught me to be more independent and not be afraid to ask questions and admit when I am wrong. Otherwise it would be much harder to learn, therefore it was essential to ask for help when needed. I have also learned not to compare myself with other as everyone works differently and at different paces. Therefore it's important to simply give the best you can to avoid regrets. Thank you again!
Sincerely,
Yusuf Abbas
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