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Introduction To Digital Marketing
Digital marketing means marketing of goods and services over the medium of internet or any other digital medium like mobiles phones ,emails etc. It is also known as “data driven marketing.” Through this company can maintain relationship with the customers by exchanging their ideas and thoughts that helps in the achievement of goals of the both parties [sellers and buyers] (Jobber and Ellis-Chadwick, 2012). It's main objective is to reach the customers globally and generating sales and motivate them for taking an action. The present report is based on the JUST EAT UK that deals in online food and delivery service and acting as an intermediary between independent food outlets and restaurant and customers. The below report explains the customer -centric digital marketing audit and objectives of digital marketing strategy and evaluation matrix and customer engagement campaign using SoLoMo approach etc.
Customer centric digital marketing audit
Customer centric digital marketing means, in this company does marketing of goods and services and exchange of ideas and thoughts according to the customers ' requirement and their comfort (Weber, 2009). A customer centric approach can add value in the company and it is helpful in differentiate the products from the competitors' products.
JUST EAT UK target market is young people of the country. JUST EAT UK uses the following model for analysing the customers and their behaviour. It depends on the situation of the customers and the company .models for analysing the customers are as follows-
Easy -to- convince model- These model reflects that purchases that require less consideration like purchases by loyal customers and buys from one decision maker etc. With the help of this ,JUST EAT UK are succeed by generating moments of inspiration. Andrew David model of the buyer 's journey affects the buyer purchases. It is helpful to know the customers for future purchases (Kline, Dyer-Witheford and De Peuter, 2003).
Circular model – This model has six stages that is used in B2B customer 's journey. It's cyclical process fits in that situation where purchasing are done repeatedly. This model explains that what employees of the company need to do at stage of the buyer journey.
Stages involved in buying decision process of customers- Buying decision process is the decision making process that is used by the buyers before purchasing the products and services. For capture the large market JUST EAT UK should analyse the buying decision process. These process includes five stages that are a