Strategic marketing refers to the process undertaken by the firm with the motive to differentiate its products or services from competitors. By capitalizing strengths and opportunities business unit develops tactics for getting desired level of outcome or success. Small tribe digital marketing consultancy is small and medium size enterprise which established in Nigeria. The company is now focusing on expanding its business in United Kingdom. Small tribe provides data clarity through human brilliance has supercharged digital performance throughout social, digital PR, SEO and PPC (Chaffey and Ellis-Chadwick, 2019). The company helps in implementing, developing and monitoring paid and organic online advertising techniques. The business deals completely within marketing to clients and other companies throughout digital channels. Small tribe helps in creating as well as adopting the best possible techniques to reach the target customers. The firm counsel on everything from communicating with the small businesses to coherent the message they should evidently hear based on their requirements and demands. Small tribe provides promotion of brands to link with prospectus small size business using a range of digital communications. This not only includes social media, web based marketing and email but also comprise multimedia message, transcript as well as marketing channels.
Mission, vision and corporate objectives
Mission: To provide the best small size business results and deliver various factors through Small Tribe services. The company’s mission is to be leader in marketing and agency services. The enterprise team works to mitigate the apathy from any business and work to inspire the world with aspect outcomes. Small tribe mission is to partner with small businesses for the success to create diverse client base which includes small firms and people throughout world.
Vision: To become one of the leading digital marketing partners for many small firms. The company endeavour to be the organizer in digital marketing consultancy services across the globe by transform the sector and to set new standards of achievement and professionalism. Small tribe vision is to become a top consultancy firm contributing digital sales solution, online marketing techniques and internet brand management within the international markets.
Corporate objectives:
To enhance the apparent value of small enterprises through 20% within the forthcoming financial year.
Small tribe purpose is to elevate brand awareness and authority within the society of small firms.
Situational analysis
PESTLE analysis
Political: One of the major drawbacks that can cause Small Tribe is to alter their products, advertisements and overall brand representation within UK’s political laws. Internet is a global platform such as social media and SEO platforms within Nigeria and UK may not be same (Kingsnorth, 2022). The company should consider this factor before promoting their products in UK markets. Small tribe should consider international as well as local laws such as GDPR. They should search for potential, preferred and banned platforms.
Economical: The economic factor of Small tribe fits into the nationwide level. The economic uncertainty requires assigning Small tribe resource strategically to engage in the negative impact of economic pressure. Throughout economic slowdown, Small tribe is inclined to lower their expenditure in the area of digital marketing consultancy. Small business expenditure is also negatively pretentious as an outcome of deteriorating economic situation (Olson et al, 2021). The firms providing digital marketing consultancy services as well as the platform following digital attendance have to act in response to this hike suitably.
Social: The tendency of individuals to make use of mobile apps and social media affects the probability of accomplishments of digital marketing consultancy firms. The higher numbers of small business users of digital platforms comprise that the industry provides a wide target market reach within UK. Small tribe is focusing on strong digital presence along with making use of electronic media and print to target new audience within UK.
Technological: One of the major factors that play an essential role within the growth as well as development of digital marketing consultancy agency is the level of technology and innovation available (Chaffey and Smith, 2022). Growth and innovation in technology have helped the digital marketing stage to grow. Small tribe must consider that how their website is displayed within UK across the range of channels and devices obtainable that their clients has been aware of. The company have made sure that the hardware & software are working good and handle the trouble efficiently. Repeated problems with social media, website and mobile application concern company’s activities as well as discourage company to terminate the use of such platforms.
Legal: The legal frameworks for Small tribe outlines the regulations linked with management of consumer’s information as well as uphold the privacy of the information. The law maker authorities build up these laws and guidelines for the digital marketing consultancy firms. The regulations leading the sector help the company to place them as a convincing firm (Kingsnorth, 2022). The digital marketing consultancy firm have to stay up the specific level of clarity to designate that they are not develop the consumer information. Overlooking the privacy and safety of the consumer data is result into legal exertion for the corporation.
Environmental: The environmental factors engage with the focus of Small tribe on sustainability. The company takes decision pertaining to the impact of weather conditions and make modification in the business operations. Some of this modification is practical in the way of renewable energy sources; recycle as well as controlling the carbon emissions (Frue, 2019). The elevate emphasis of functioning of environmental friendly functions that inspire firms to look for such options and option. The digital marketing consultancy industry offers an option to the conventional broadsheet based marketing all the way through print media.
SWOT analysis referred to as strength, weakness, opportunities and threats. This is an important tools helps Small tribe to plan and also provide valuable insights. This helps to analyze internal factors of the company.
Strengths
Tailored services: The major strength of the Small tribe is to provide modified services to small businesses which enable the company to handle the various requirements and challenges of every business.
Increase brand awareness and revenue: Small tribe by helping businesses to grow their online presence (McGruer, 2020). The firm can helps them to increase their sales, reputation and build their brand image within UK. This requires boosting revenue as well as branding awareness that is major goals for every business.
Multifaceted services: another major strength of the Small tribe is that they offers a variety of services which includes content creation, website development, online marketing, social media marketing, search engine optimization, email marketing as well as lead generations. This helps the company to approach new clients within UK to take benefit from online opportunities accessible to them.
Weaknesses
Staffing: Small tribe may face challenges related to hiring and retaining staff based on skills and knowledge. This can lead to helpful limitation within the quality of services offered.
Costly tools and platforms: It is mandatory for the companies to use high end technologies and software techniques to be booming in digital marketing (Vollrath and Villegas, 2022). These tools are very costly and spend in them can put stress on company’s budgets.
Changing industry trends: The digital marketing consultancy industry is rapidly changing at fast pace with new innovation and technologies. The company must keep up with these modifications to stay competitive that desires further resources and time.
Opportunities
Increasing demand for digital marketing: as many firms are now realizing the significance of having a strong online presence (Dias, 2017). This offers a great opportunity for Small tribe to grow their business in UK.
Customized services: with a range of digital marketing channels available in the market, there is a strong obligation of tailored services that meet the needs of each small firm. Small tribe can offer personalized services that can assemble the requirements of small businesses.
Threats
Competition: The firms in digital marketing are highly competitive. Small tribe requires finding a way to distinguish themselves to attract large audience within UK.
Online trends: Customer behaviour changes rapidly, companies within digital marketing needs to stay updated with the new trends and implement these techniques within their businesses (Vollrath and Villegas, 2022).
Cybersecurity: Cyber attacks and data breach can pose a major threat for Small tribe and its customers. It is necessary for the company to have appropriate safety measures within their operations to protect private and sensitive information’s.
Porter five forces analysis
In the fast pace world of digital marketing consultancy to stay ahead of the competition in very vital, porter 5 forces tools assist Small tribe to gain the competitive advantage.
Threat of new entrants: Barriers to entry in digital marketing are typically lower than the conventional industry (Coman et al., 2020). To handle this Small tribe should focus on structure a strong brand image and online presence. Small tribe can create a high quality and different content to constantly give value to clients and can dampen new firms to enter into market.
Bargaining power of suppliers: Small tribe can establish strong connections with content creators, advertisements platforms as well as technology firms to secure essential resources for their digital initiatives. The firm by minimizing the dependence on the single platform can diversify marketing channels as well as partnerships to diminish provider related risk.
Bargaining power of buyers: Small tribe should understand their audience requirements and demands. They should tailor their digital marketing efforts to offer customized experience as well as values. They can also put into practice loyalty initiatives as well as commitment method to retain existing clients and decrease their bargaining power.
Threat of substitutes: Small tribe should showcase their unique trade points as well as value plan to make it stronger for clientele to find feasible alternative (Polanco-Diges and Debasa, 2020). They should stay further on by constant innovation and technology within digital marketing strategies. They should be open to new knowledge as well as channel that can interrupt the business.
Competitive rivalry: small tribe by regularly assessing their competitors within digital marketing strategies. They should recognize their drawbacks and strengths to refine their own techniques. The can build up a swift marketing tools that helps them to become adapted with changing market conditions.
STP Process
Segmentation
Segmentation is the procedure of dividing Small tribe into various groups of potential business with similar requirements and behaviours. This will help the company to sell its services to each customer group by use of various strategies modifies to their requirements and demands. There are mainly 4 types of market segmentation such as demographic, psychographic, geographic and behavioural. The firm will use customer segmentation that interacts with brand which helps them to understand unique segments with specific preferences and behaviour. Small tribe by developing target market strategies can resonate with each group and increase the successfulness of their campaigns (Veleva and Tsvetanova, 2020). Local based marketing allows company to grind in on detailed customer segments with the target propose which get better customer experience for a people that more and more value immediate fulfilment. The company can gain benefit from local service oriented business such as cafes and restaurants as they offer dine-in, takeout and mobile ordering services. Organization can also segment retail businesses in local market that sell online through digital platforms. Local marketing can boost a store’s foot traffic as well as helps the company to build brand image within UK. Small trice by modifying the marketing efforts to specific business in local area can enhance the overall customer experience. By understanding their unique requirements and preferences of each segment will allow them to offer relevant content and suggestions that resonate with audience.
Small tribe will use browsing habits of small businesses tailor their marketing content to handle the specific needs, aspirations and pain points of each customer segments such as cafes, salons etc. Various businesses segment prefer different communication channels. They can identify that resonate with each segment as well as allocate their marketing resources accordingly (Darma and Noviana, 2020). This involves email marketing, content marketing, social media and offline channels in local service segments. Small tribe will modify their website, user interface and landing pages to offer seamless experience for each segment. They should consider the navigation and designs for specific business company wants to target. Audience segmentation can help out in identifying new market segments that have been unobserved. They can appreciate diverse audience needs and can adapt services to appeal these previously untapped segments and potentially growing the market reach for local businesses.
Targeting
Targeting is a marketing process that allows the firms to segment some customers to meet segment criteria. This helps the company to increase the effectiveness of programs. It is also used within email marketing for segmentation. Small tribe will use differentiation targeting strategy is to focus and identify small local businesses that have most potential value for the brand (Vieira et al, 2019). The firm by targeting multiple markets can aim to grow its reach and brand awareness to increase customer demands and revenue in long terms. Marketing through local campaign helps the company to target customers or small businesses according to language, preference and customs. Small tribe will adapt effective local marketing campaign strategy which includes changing layouts, communication channels and units of measurement. Efficient local campaigns can drive conversion, drive sales and ROI by appealing to global audience within an authentic manner; adapting and measuring the activities can contribute for long term growth and sales.
The company using localization allows them to keep international while staying local at the same time. This strategy aims to create new customers and markets, create needs, build awareness and also boost sales as well as conversion rates. The company using differentiation targeting strategy through local campaigns can assist in proving right message to right audience. Small tribe will also use cost effective strategies to reach its target audience and increase more sales. Social media is an effective strategy for company to engage with its customers and start their brand reputation (Deepak and Jeyakumar 2019). They can create customer specific ads for social media channels and maintain personal relationship with them. The company can also do partnership with influencers that can assist them to reach target customers including cafes, salons and many other small businesses within UK. A differentiation strategy is a targeting approach for implementing strategies to gain competitive advantage. Small tribe can conduct digital marketing audits that will assist them in providing clarity, digital space and direction to meet its targeting goals & objectives of business (Mackeviciute, 2022). They can measure the efficiency of its online local campaigns such as email marketing, SEO and PPC for engaging small businesses within UK. A digital audit can assist in identifying gaps as well as grasp opportunities offering clarity into targeted area where the business might not be performing well to redirect strategies. Another way to target audience is to enhance their experience by satisfying their needs and demands. The company can target customers through enhancing customer services, after sales support and strong online presence.
Positioning
Positioning is defined as a products or services distinct from other similar offerings within the market and in minds of clients. An effective positioning of services makes it unique and believes customers using it as the diverse advantage to them (Kotler et al, 2021). There are lot of businesses within UK providing similar services, so it is necessary for the company to position its services in a unique and innovative way to gain competitive advantage. Successful positioning links with company’s value, offerings and personality with the needs & requirements of target audience. Small tribe should analyze the needs of small businesses in UK by comparing it to its competitors. They can also recognize their current market position and evaluate the market for their services as well as customers influence on it.
Small tribe can also provide exceptional customer experience by focusing on seamless, memorable interaction as well as delivering customization. Positioning requires the Small tribe for implementing continuous marketing initiatives that must be reinforce with target market perception of small businesses. Positioning is very essential of marketing plan as its impact all the aspect of Small tribe (Li et al, 2021). They can promote their services through influence marketing on various digital channels which plays a crucial role in attracting the large number of target audience. They can set up a campaign on social media with influencer to gain leads and boost brand coverage. Chatbots referred as AI technology that reacts to the customer’s queries, Small tribe can leverage chatbots that provide full time services to customers and it is also cost effective method for the company. These technologies play a crucial role in converting casual website visitors into new consumers as well as engage existing clients. Small tribe can also use voice search within digital marketing that assist users who are extremely busy as well as time sensitive.
Artificial intelligence is growing enormously in the marketing as well as provides benefits to companies (Hanlon, 2022). This is used for a range of purposes such as keyword research, content creation and analyzing marketing techniques as well as chatbots. Adopting AI within their marketing will help the company to gain competitive advantage by differentiating its services from competitors with innovation and uniqueness. Small tribe can also use innovation within user experience that will enhance the satisfaction and experience of customers that interrelate with the services with strategies, patterns as well as tools (Aaker and Moorman, 2023). Small tribe should also provide personalization to connect with small businesses in more tailored manner by resonating with them. They can handle them through emails as well as provide services that more suitable to them.
Marketing mix
Objectives:
To increase the number of clients from the new target segment by 25% and within six months
To achieve a 15% increase in brand authority among the local service-oriented businesses
Marketing mix refers to selection of marketing technique that include various areas to concentrate that can help the company to create a comprehensive plan. 7 Ps of marketing mix includes product, price, place, promotion place, packaging, people and process.
Products: A Small Tribe agency offers an range of services to maintain the business within create traffic as well as revenue (Park, 2020). Their services includes content marketing, video production, pay per click, search engine optimization, social media marketing, web designing, public relations, marketing strategies, email marketing and many more services. Small tribe marketing agency employ skilled within each area that can help them to grow in UK. Online advertisement is the most useful form of digital marketing products that can help the Small tribe to generate traffic to site, build brand image and enhance brand awareness among customers. The company can use lead generations to gain leads through internet and reach out to target customers within UK. Social media marketing will help the company to promote their services on social media channels such as twitter, LinkedIn, Facebook and many more. Content and copywriting helps the company to take specific actions connected with various types of online marketing messages. The digital marketing has brought many opportunities for the Small tribe to expand their business within UK (Adams et al., 2019). The major key to get marketing agency success is to implement new marketing strategies to serve the best way to sell Small tribe products efficiently.
Price: price is a cost of the product or services which the buyer is willing to pay. Pricing online products is very crucial as this helps the company to increase profits with scale. Good price strategy helps Small tribe to make use of discounts, opportunity for allowances and payment terms. The company should price their products higher than competitors to offer the idea of quality offering within UK. Digital marketing agency is sector where firms get rates of a recognized digital marketing organization are probable to be higher than other small firms trying to build status. Small enterprises have various requirements than many big corporations. Small tribe should take time to learn about their customers within UK market and charge specific prices based on the scope of campaigns (Olson et al., 2021). Small tribe will implement that budget and take full advantage of every cost to repurpose content all the way through more marketing channels. Small tribe will offer packages pricing to provide customers the best. Both Small tribe and customers will be benefited from this pricing that will provide transparency about needs and budget of the businesses or clients. Small tribe will also provide menu pricing where customers have an option of choosing the digital marketing services. Menu pricing is an improved option which allows the customers to formulate negotiations.
Place: This refers to place where companies provide products and services to customers. Within digital marketing there are a range of platforms where customers can buy services. The appropriate place for Small tribe’s customers is where they can reach and is suitable for them. A well organized as well as optimized website serve as the cornerstone of the strong online presence. Small tribe possess the skills and knowledge to grow visually appealing, user-friendly as well as mobile friendly website that productively present a brand while offering a seamless browsing practice (Weygandt et al., 2020). By incorporation of search engine optimization (SEO) strategies, Small trice can enhance the website visibility, drive organic traffic as well as improve search engine optimization. Small tribe also use content marketing strategies’ to offer value and engage content that will attract the target customers within UK. The company will also provide distribution channels such as email marketing, guest blogging, social media to intensify content reach. Social media is an effective place or platform that has become valuable tool for the Small tribe to connect with their customers, foster engagement and also raise brand awareness. Small tribe also offer and curate engages content, monitor discussion, manage social media and connect with followers (Erlangga, 2021). Small tribe employ pay-per-click and search engine marketing to engage online views and immediate outcomes. The firm should conduct all-inclusive keyword research; optimize campaign and convincing copies to certify visibility and rates.
Promotion: This refers to online advertising communication tools to reach the target customers. This includes the use of public relations, online marketing, direct communication as well as sales advertising to reach along with influence the target customers. To start the journey to expand business within UK, Small tribe will use lead magnet to gather their business contact information, engage the nurturing procedure that will put them towards the point where they are prepared to engage with the consultancy (Adiyono et al., 2021). The company will boost its online presence through strategic listing within online directories to consider customers to turn the web for solutions and suggestions. In the procedure of promoting Small tribe the visibility carries tremendous focus to deliver a direct route to a relevant customers actively looking for digital marketing services. AI-driven automation tools also save time and energy of firm. Small tribe by tackling routine administrative functions can allow team to channel their expertise, skills and creativity in forming captivating initiatives and strategies. Chatbots offers instant responses to customer queries, ensure that customers feels supported as well as valued throughout their services. Small tribe will also create case studies from successful customers to grow capably. This helps the corporation to show victory stories and rage clientele testimonials for highlighting the company’s capabilities (Widodo, 2022). The company will also collaborate with various other consultancies in UK and influence within industry. The company should also conduct affiliate programs that can encourage influencers to endorse the offers to their target audience.
People: Enormous business needs people that are engaged within an online distribution as well as direct contact with customers. Customer services are essential within an Small tribe where interactions are not physical. The firm should design better customer support systems where its clients and staff can interrelate with each other scalable and effortlessly. This also enables them to construct a reliable and continuous experience for both. The role of the marketing team is to take a broader look at the advertising perspectives as well as providing the appropriate direction the executives. Their responsibility is to recognize the right audience, platform for target, suitable user journey, understanding the strategy and engaging with remote marketing staff with the business goals and objectives (Rana et al. 2020). SEO specialist also ensures managing tools; optimize content to function in search engines, creating texts, key performance metrics and conduct SEO audits. Small tribe consultancy by creating marketing blogs, strategize web content, plan content outreach, coordinating with the SEO specialist can create efficient content increase their performance and create strong brand image. Paid advertisement is the most efficient promoting investment where PPC team use a range of paid advertising channels to promote offering to right customers and meet initiative gaols. Their major responsibility is to segment target customers, decide campaign goals, execute campaigns, monitor, establish key performance indicators, concluding initiative gaols and create paid marketing copies.
Process: This involves procedure and its implementation of offering online services and the core experience. Process optimization relies on collection of data as well as measure the information with KPIs. To have an optimize procedure there is a constant requirement of tracking the efficiency of the company’s operations within Small tribe marketing mix. Tracking procedure as well as the performance of the overall system, engages to find essential errors. The appropriate agency partner can assist Small tribe to overcome challenges, fuel business growth as well as boost marketing performance (Armutcu et al., 2023). The company should identify and underline needs and objectives for successful client onboarding. Sales as well as onboarding staff should work with clients to recognize key stakeholders, objectives and suitable solutions that fit their requirements. The company by analytical need assessment might be used to build a business case for substitute software the firm uses to carry out direct email campaigns. The firm by assessing digital marketing strategies with their objectives can accomplish the use of online channels. The effective implementation of digital marketing strategy is important for company’s success. Monitoring and tracking the data from marketing initiatives can assist the firm to evaluate the efficiency of their marketing efforts and create more successful budgets for adopting marketing strategies (Hanlon, 2022). Marketing automation helps the company to manage process and initiatives across various channels as well as platforms. These technologies assist the Small tribe to target customers within automated webs, social media and emails.
Physical evidence: This refers to various elements of service experience, which includes post purchase, facilities and designs. Online brand awareness throughout various channels is an good example of online evidence. A well measured and optimize websites acts as a foundation of the strong online presence. Small tribe offers a skills and knowledge to form visual appealing, user-friendly and mobile responsive websites that successfully represent the brand while offering a flawless browsing occurrence (Aaker and Moorman, 2023). The company by implementing search engine optimization strategies can improve search engine rankings, website visibility and drive organic traffic; they can optimize websites for functionality and alteration to make sure visitors have a positive practice as well as probability of change within customers. The business will also use content advertising strategies to propose value and fit into place content that attracts the customers within UK. Reviews and testimonials from customers are necessary to build up the brand reputation of Small tribe to expand their business within UK with strong online presence. Digital marketing certifications add credibility to Small tribe’s resume to pursue new opportunities (Erlangga, 2021). The company with various marketing tools and certifications can show staff their proficiency in particular areas. The benefits of digital marketing certification involves learning new skills, qualifying higher paying positions, improve quality of work and stand away from competition within strong online presence.
Budget
To accomplish the objectives of marketing mix along with resources for the targeted online marketing activities a budget of £200,000 has been analyzed for Small tribe. The average Small tribe will use Google advertisements between £70000 on their online advertisement campaigns. The community events expense will include around £25000 that will help the company to plan and execute the events to advertise awareness of brand and its impact on community. Small tribe will make use of training and certification programs for its staff by spending around £35000. This will help them to explore creativity and promote strategic ideas within its staff. This also helps employees to learn new technologies and networking with digital marketers. The company will spend around £30000 on digital marketing tools such as Google analytics, Hubspot, Canva and many more to allow the marketing staff to implement effective strategies to attract target customers within UK. Budget for promotional materials will be £40000 including banners, case studies, eBooks, websites, brochures and many form of published content that helps to the company to create brand awareness.
Control measures and evaluation
A key performance indicator is a well-organized metric that Small tribe can use to measure some aspect of business performance as well as marketing activities. The firm will make of customer acquisition metric that measures the expenses incurred by the Small tribe to attract new customers within UK markets. Small tribe will also use customer lifetime value (CLV) metric that will assist them in tracking total marketing expenses for generating new customers. Small tribe’s ROI (return on investment) will help in measuring marketing campaigns revenue and effectiveness of strategies (Olson et al., 2021). Companies that focus on customer satisfaction enjoy higher maintenance rates and attract new audience through positive marketing. This is very essential for Small tribe to improve customer satisfaction. This is very essential to develop a deep understanding of the clientele including interests and demographics. The company should also take time to investigate its customer’s reviews to gain deep insight within their disadvantage and strengths. The company can conduct feedbacks and surveys to assist Small Tribe to collect helpful insights into their clients and build up services. The company will provide quality services to its customers to ensure that all deliverables meet the audience and deliver on time. It is required to offer transparent and clear communication during the project lifecycle.
Conclusion
Small tribe digital marketing consultancy has an opportunity of scaling by focusing on selected customer base as well as type of service they provide. The company is focusing to expand its business in UK market, especially small businesses by implementing effective strategies and tools. The company can commit to empower small companies by enhancing their presence within the online channels and accomplish objectives in the UK. The company by implementing local market strategies through campaigns and cost effective strategies can position themselves in UK with strong brand awareness. The company should also focus on needs and demands of the customers by taking feedbacks and reviews. The company should also invest in research and development to analyze the strategies of competitive firm, which will help them to gain competitive advantages.
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References
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