Digital Marketing Plan For Google Merchandise Store

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Company Overview

Google LLC, is a world-renowned American Multinational Technology Company which specialises in various internet products and services, like search engine, online advertising technologies and cloud computing. The company gained the first spot in the BrandZ Top 100 Most Valuable Global Brands with a brand value higher than $245 Billion (...). The firm is currently working towards strengthening its customer base and has announced various new projects like Longevity, Google Genomics, The Liftware Spoon, etc. (…).

Google Merchandise Store is official store of Google that contains merchandises that are produced by the company. The company is currently looking for new and effective ways of marketing this website to make customers aware about their merchandises and connect with them appropriately. For this, a Digital Media Marketing Plan is being developed for the company to achieve this agenda and to effectively develop integrated marketing communication strategy for the company.

Situational Analysis

Internal Analysis:

This refers to the internal capabilities of the company that could help the firm to identify its core strengths and weakness. The biggest core strength of the firm is that the companies have effective sources both tangible and intangible. The company has effective digital channels to communicate with their customers. In addition, firm has modern facilities, effective equipments,  access to latest technologies and so forth. Another strength of this company has is its widespread reputation and effective customer base which helps the firm to ensure a high customer response from their digital marketing plan (...).

However, despite so many capabilities, the firm lags behind to cope with the future technological requirements of the world. The resources, though effective are limited and would be soon obsolete. Moreover, the firm is dependant more on advertisements which made the firm receive a big drop in their revenues from ads (…).

External Analysis:

Macro environment:

This refers to the general environment which induces external pressure on the company's operations. These factors could be well described by performing PESTLE analysis which are external environment factors that could effectively provide opportunities and threats avaibale for the firm in the outside market.

Micro Environment:

Market Trends:

For effective Digital Market Analysis, it is imperative for companies to analyse the market trend. Online shopping has been a quite widespread phenomena where shopping is concerned and worldwide, it has witnessed a growth in recent years. Within the UK market, this trend is quite widespread and the country has witnessed a substantial rise in its online sales. Following is the data of E-Commerce sales represented as a percentage of overall retail sales in recent years.

(Source: Global Online Retail Spending – Statistics and Trends, 2018)

Another effective trend that is shaping up the market and its players is the enhanced technology. With rise in automation and Artificial Intelligence, online market is planning to cover wider areas of providing customer satisfaction. Within the business processes too, AI will allow companies to manage each customer effectively and personalisation could be appropriately managed  which would enhance shopping experience of individuals (...).

With rising figures of online shopping trends, it is quite an opportunity for Google Merchandise Store to develop and feature effective products online and introduce new product lines to make it a one-stop shop for its customers. In addition, where AI is concerned, it would allow the company to transform its business operations and opt for methods that eradicate the possibility of errors. With the viewpoints of Tegmark Max (2016), there are various concerns in recent times that hint at the safety of implementing AI systems. This is because these are and will be generally designed to minimise human intervention which could enhance the threat in case it makes a decision that is one in favour of the company.

Buyer Personality

Customers are an integral part of a firm's existence and for Google Merchandise Store, these customers are an effective aspect to be considered for its Digital Marketing Strategy. To achieve this, the firm is required to dig in to Buyers' Persona in order to understand their customers and communicate with them.