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# The marketing mix image source CxShawx(14th March 2012) Ref 1. https://marketingexpert.cim.co.uk/media/1015/practical-guide-introduction- to-marketing-v3.pdf Subway is a Successful company to what customers need or want and which develop the right product with the right level of quality to meet customer expectations. The product value is in the eye of the beholder – Subway gives the customers what they want, not what we think they want. This includes a breakfast menu and a lunch into the late evening. Subway’s products include sandwich subs of footlong and 6 inch. Cookies; drinks and vegan options as well as salad, wraps and pizza. A Subway Club 6" sandwich Examples of fast and efficient service image source Subway (Jan 2022) Freshly baked cookies in store image source subway (Jan 2022) subway coffee and tea served daily image source (Feb 2022) Vegan optional menu available as advertised Subway offers a variety of subs as sandwiches both veg and non veg, and refreshments to cater for a wider market, extending the core product. Such as meal deals bundling products, also providing a large number of products on offer being online. Ref 2. (Chaffey, D, Chadwick, S.E. 2022) Breakfast and pizza items also available in stores. image source Subway (2022) The famous suway sub footlong with brand advertising The product is fresh and appeals to the customer market and is made in store by sandwich artists. Showing that with the brand product is a professional quality service which the Subway franchises portray. The brand logo can be seen on subway’s refreshment drinks and on their packaging for sandwiches and wraps giving it a unique brightly coloured look. Ref 2.(Chaffey D, Chadwick S.E 2022) Subway has adapted to development in technology by providing a service online advertising for uber eats via a telephone service to pick up from store or have the product delivered. This has created a tipping point which creates an influx of demand for the products and services offered. Ref 2. (Chaffey D, Chadwick S.E 2022) image source SubwayNewport retail park (Sept 2019) Informal dining at subway and friendly customer service Subway is a walk in service to it’s customer needs offering breakfast lunch and snacks all day in a restaurant in locations central to towns; cities and shopping complexes. Subway has a user-friendly internet experience to keep up with the times. The walkin restaurants offers an informal setting suitable for all ages. Ref 1. https://marketingexpert.cim.co.uk/media/1015/practical-guide-introduction- to-marketing-v3.pdf The reputation of the brand rests in the hands of the staff. They are appropriately trained, well-motivated and have the right attitude. Subway used the advertising slogan "Eat Fresh" and focused on how its sandwiches are made from freshly baked bread and fresh ingredients, in front of customers to their exact specifications, by employees. Ref 1. https://marketingexpert.cim.co.uk/media/1015/practical-guide-introduction- to-marketing-v3.pdf The price is competitive, with value-add on’s which are better value for money. The subway meal deal. A variety of Sandwich subs available advertised with descriptions and a Selection of customised bread. A dislpay counter of the ingredients that make up a subway sandwich can be found in store and value for money add ins, vegan food and drinks. image source https://restaurants.subway.com/united-kingdom/en/newport/unit-3-audley-avenue Subway offers Uber Eats through ordering through the internet or telephone and a delivery service is available, so no need to physically go instore to the restaurant. As well instore eating and dining with refreshments available. The snacks are also suitable for lunches for companies who can order in platters as advertised by leaflets. image source https://restaurants.subway.com/united-kingdom/en/newport/unit-3-audley-avenue

# Email marketing An overview of email marketing best practices 5 examples Sending a welcome email to the customer so they know they are subscribing to a legitimate site and there sign up has worked.  Any information they are looking for on the site will reach them via an email.  Discounts are a good way of pulling the customer to subscribing to an email and click through rates will also be high.   It also allows the website /business to grow and engage with customers more effectively.  The brand will benefit from a boost from the engagement. Source: https://www.wordstream.com/blog/ws/2019/01/03/email-marketing-best-practices Source: https://www.getresponse.com/blog/email-marketing-best-practices Make unsubscribing easy! Although getting people to subscribe may seem easy, not all followers will maintain interest due to different factors associated with the product they have subscribed to.  They may have now found alternative items elsewhere or simply their customer requirements may have changed overtime. Ultimately emails may end up in spam or as junk emails hence a unsubscribe button or link is useful to have.  One which occurs as a foot note as a good example.  Easy to access and use. Source: https://www.getresponse.com/blog/email-marketing-best-practices Segment the audience. This is important as a business and brand as one item advertised via an email may not be suitable for all recipients in an email list.  Hence segmentation is going to be important, such as gender, age specific and interests.  Hence a need to divide email lists into shorter lists is more effective. Source: https://www.constantcontact.com/blog/email-marketing-best-practices/ Source: https://www.getresponse.com/blog/email-marketing-best-practices Conducting A/B Testing of emails This is done by creating two email lists, version A and version B to see which one performs better than the other. In this way optimization can be achieved for the intended audience as we now are able to engage in their specific interests or their choice from the A/B emails.  The more engagement achieved enables the business to target with specifics as to what the audience is picking and choosing to read and which CTA’s work best from the A/B email list. Source: https://www.constantcontact.com/blog/email-marketing-best-practices/ https://www.mailerlite.com/ultimate-guide-to-email-marketing/ab-testing Auditing emails Auditing is important as emails can get outdated and have less relevance overtime. Also analysing the statistics of where the email ends up is important in realising how good the content of an email is over time.  For example, how many emails ended up in the spam box or junk folder.  How many CTA’s where successful. Also, which email recipients to focus on which have a high volume of sales.   Having engaging content to keep the customer focus on the brand being sold. The main things to monitor are the KPI’s such as delivery rate, open rate, click rate, bounce rate, spam rate and unsubscribe rate. Source: https://www.getresponse.com/blog/email-marketing-best-practices Bad emailing practices 3 examples Over sending emails This is a problem as a recipient of a barrage of emails which are too frequent may not be able to digest so quickly the content and may in turn see them unsubscribing.  So, the click through rate is now a negative effect than a positive one.  Usually classed as email burnout. Source: https://trinity.one/insights/digital-marketing/email-marketing-mistakes/ Crowded email content This can be a problem if the recipient does not want to spend a considerable amount of time reading the email.  Keeping it simple rather than having to many products or brands discounted on display can be overwhelming for the reader.  Bulky emails increase loading time on mobile devices and can ultimately be ignored. Source:  https://trinity.one/insights/digital-marketing/email-marketing-mistakes/ Skipping email segmentation This can be problematic, again if gender or age and GDPR rules are not considered then the email marketing may misfire on the audience intended.  Male brands may not appeal to the feminine person and vice versa.  Or trendy teenage items may not appeal to an aged person.  Hence segmentation is important, or emails may become spam quite quickly or the audience may quickly unsubscribe to the brands displayed. Source: https://www.businessnewsdaily.com/7101-email-marketing-mistakes.html Source: https://www.businessnewsdaily.com/7101-email-marketing-mistakes.html Source: wix media Source: Wix media

# Inbound marketing Each organisation's approach to inbound marketing Strengths and weaknesses of the inbound marketing approach used by each of the two organisations. Review Inbound marketing looks at ‘digital media interactions’ Chaffey D, Chadwick F.E (2022) Digital marketing. This is a low-cost alternative and includes ‘organic social media and SEO’ ‘reducing advertising as it targets specific individuals. it is also more selective to its audience which in itself ’generates awareness and demand’. Chaffey D, Chadwick F.E (2022) Digital marketing. Boohoo fashion clothing site the URL. https://www.boohoo.com/womens/looks/partywear#FZZ44682 Boohoo and Dorothy Perkins attract customers through 'organic' distribution channel. Chaffey D, Chadwick F.E (2022) Digital marketing. ‘Search engine optimisation (SEO) is a stand-alone, magical online marketing tactic for boosting the quantity and quality of traffic’, using keywords. https://www.weidert.com/blog/seo-is-central-to-an-effective-inbound-marketing-strategy Photos in ads and blogs occur through channel marketing advertised through Amazon. John Lewis a little more traditional more engaging in blog format though content is for a wide audience. Place is now online marketing. Boohoo and Dorothy Perkins engage a selective audience. Product marketing is specific and selective to the audience engaging and those which have engaged as customers fill in email or phone contacts. Providing future leads for marketing and potential future customers. Boohoo has a ‘load more’ in terms of call to action but could do with better promotion content on the first landing page rather than a home page. To provide a catchy cue to create a more immediate call to action. https://unbounce.com/landing-page-articles/what-is-a-landing-page/ Dorothy Perkins URL https://www.dorothyperkins.com/ and John Lewis retailers URL https://www.johnlewis.com/special-offers/c50000110 Content marketing on social media such as Facebook builds awareness, visibility, and push content marketing. Blogs are customer and product focused developing a relationship with the customer to engage interest. Each organisation's approach to inbound marketing Strengths and weaknesses of the inbound marketing approach used by each of two organisations. Strengths, Dorothy Perkins retailer Attracts customers by content related to product, price, and promotion. ‘Call to action’ Such as key words ‘shop now’ clicks putting focus on the customer. (Library of BADM) tailoring selectively to the ‘buyer persona’ ‘petite’, ‘tall’, curve’ and ‘maternity’. A push content marketing effect. Headers lead the customer via attracting through promotion and price, via a ‘process’ (BADM library) adding products to a basket. Selective audience is female orientated only. Social media pages have catchy blog posts information content marketing developing and engaging in a customer relationship with products designed to attract to the needs of the customer. Diverts the visitor to landing pages through call to action rather than a main page on the website and a customer relationship via emails on purchasing the product, calls to action for goods to be purchased. Good visuals, professional with white space background easy to view. John Lewis retailer sign up for emails on main page building Customer relations and call to action immediately which ‘shows buttons and clear visual cues’ Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy. though a lot of them with a wide rather than narrow focus. Target audience is wide and not so selective, Keywords for sales promotion of products and home pages they ‘are useful at looking at specific targeted messages.’ Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy. A Wishlist for potential customers. A Video advert on social media using interruption marketing, targeting families with a larger budget. YouTube adverts supporting social causes attracting customers with a social conscience. Place is more digital rather than location with home pages rather than a landing page, with one cue to an immediate call to action for directing the customer focus. Weaknesses, Dorothy Perkins is a female targeted audience and too specific. No physical evidence only place which is now an online shopping experience hence unable to see product physically before being bought. No video content, ‘call to action is needed to guide the customer to the point of sale’ regarding emails. ‘Emails should be at the end of a message blog, making it easier for the customer to drive it towards the point of sale’. Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy. Instead, emails occur at the point of sale when a purchase is in place, more useful for future leads for potential customers. John Lewis Products aimed at customers with larger than average budget price selective upmarket audience base. Uses interrupting marketing on social media as does Dorothy Perkins. Which organisation was best at inbound marketing and why? John Lewis has an inbound marketing strategy which is not as good as Dorothy Perkins retailer. Attracts the customer with video content on social media, interruption marketing, pop up email subscription to obtain leads into customers. Solution selling by catering for a specific lifestyle John Lewis includes household styled furniture clothing for both adults and children an all-in-one fix to the problem shopping on different sites or stores. Providing an engagement with the customer and building relationships with push factors such as good content push marketing and emails. But home page has many cues which diverts the focus away from channelling the customer focus on one call to action, to point of sale. Dorothy Perkins waits until point of sale for calls to action for emails. Some immediate cues for calls to action regarding promotion and sale items which are more effective than a general home page when selling, more of a landing page with an effective cue. No physical evidence available of product, but place is more online digital marketing through search engine optimisation. https://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing advertising or social conscience marketing. Dorothy Perkins is a selective nice market. Boohoo again a general home page not really a landing page with a sales promotion or promotion which could provide a cue to a call to action to drive sales. Examples of how each organisation could improve its inbound marketing Deliverable. Dorothy Perkins as a retailer could include clothes for a child Dorothy Perkins as it is already female specific. It could include recycled clothing for those with a social conscience. John Lewis as a retailer could include more cost-effective recycled clothing for a smaller budget family and furniture. Attribution marketing is used by channels through Amazon for Boohoo and Dorothy Perkins though John Lewis has it’s dedicated site, lacks attribution marketing using specific channels, other than social media. Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy. ‘Chatbots’ Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy. can be included on the website from a good customer service experience and engagement. An opportunity for sales driven targets which can be used by all three fashion retailers. Blog post Https://www.karambusinesssolutions.com/all-news Source : Wix media

# Personal branding The importance of ‘personal branding is part of a strong business strategy. It allows you to connect with customer authenticity and identify yourself as a professional in the industry’. Source: Think Global Forum https://www.thinkglobalforum.org>tfg-blog Also, because it shows ‘authenticity’ to be a success. And can ‘create a connection with your target audience’. Building ‘a strong personal brand’ can be done by devising ‘a content strategy’ and using ‘social media’. thinkglobalforum.org/tfg-blog/5-reasons-personal-branding-is-important-for-business# ‘Social media platforms like LinkedIn, Twitter, and Facebook are excellent tools for establishing and growing your personal brand because it allows you to reach more of your target audience’. Metigy.com/metigy-learning/5 proven-strategies-to build-your -personal-brand-through-social media/# How to use social media for personal branding Good examples of using social media for personal branding Kingsnorth.S, 2nd Edition Digital Marketing Strategy, An integrated approach to online marketing.2019 Social media can be used for personal branding, there are different types of social media networking. ‘Facebook for example offers company pages and insights to provide analytics on performance’. ‘Facebook is an important channel for business in the B2C space’ business to customer. Twitter offers a great deal of advertising potential to an audience that is limited on time’ for blogging. Although the ‘content needs to be more frequent here than other channels’. ‘You can expect to post several times a day’ than’ daily’ for Facebook ‘or weekly for LinkedIn’. ‘Visual media’ ‘image sharing’ through video content is ‘universally more engaging’ ‘videos have higher engagement levels’. Such as YouTube and Instagram. These are ‘important channels’ for ‘B2C and B2B’ business to customer and business to business. LinkedIn is a channel mostly and widely used by business to business and is a long ‘established network’. As well as ‘the most popular job boards in the world’. ‘It has enabled a great deal more networking and content sharing ‘and ‘has significantly increased engagement levels’. Kingsnorth.S, 2nd Edition Digital Marketing Strategy, An integrated approach to online marketing.2019 The most popular channels and main ones are Facebook, Instagram, Twitter, YouTube and LinkedIn. These type of platforms ‘allows you to control your brands narrative, so when others look you up, you know exactly what they will find.’ Metigy.com/metigy-learning/5-proven-strategies-to-build-your-personal-brand-through-soial media/# An overview of each can be further looked into with examples such as Elon Musk Tesla and Jeff Bezos Amazon Elon Musk video advertising through YouTube; Jeff Bezos on YouTube Elon musk Facebook; Jeff Bezos on Facebook Elon musk on twitter; Jeff Bezos on Twitter Elon musk on LinkedIn # Personal branding

#content marketing Good marketing content allows ‘brand awareness and engagement’ increasing higher conversion rates. Building a customer relationship through trust in the brand through good content. Frequent content boosts loyalty of the brand. Good examples of content marketing use blogs, videos, podcasts, eBooks, and social media. Source: Adobe experience cloud team, 5-23-2023, content marketing, definition, Types and how to do it. 3 examples of content marketing to explore are Tui Thompson travel group, Hays travel and Trail finders. • Tui content on social media Facebook allows engagement it has video content. Video content to appeal to the customer of utopia like surroundings. Allows for customer loyalty by following the page. The brand is evident. Specific to customer pain points for those looking for serine isolation. • Social media Facebook Hays travel, photo content of holidays but no video. Paid advertising brochure like content. Buying into the persona for those looking for a resort holiday. • Trailfinders social media content Facebook contains a video, Pain points for those who would consider working abroad after reading the blog. Picture content targeting at single people, buying into the persona. You can follow the page for more story’s customer loyalty and engagement. Comments can be shared on the page. • Trailfinders using the website. The short content appeals to the persona of a business orientated flight and club intended for a customer with a bigger budget. Again, it allows for customer engagement leading to potential sales. • By clicking on the book now feature. • Hays travel using the website. Hays travel creates a diverse website to find a variety of customer personas from family holidays to single and adventure holidays. • Also, the customer engagement buys online, in branch or online enables various options for the customer resulting in eventual sales such as buy online, by in branch and top up online. • Tui using the website. The pain points look at the customers' ability to purchase; and instantly is a content feature on reduced holidays appears below the search facility. • This will allow more engagement by the customer; it attracts a variety of customers looking for budget holidays. • Trailfinders on social media Instagram. Luxury holidays through Trailfinders showing adventure and serenity. • Hays travel on social media Instagram. Looks at video of customers on holiday and contentment. • Paid advertising also targeted at Family persona and single holidays. • Tui holidays on social media Instagram. Appealing to adventure and festive type persona holidays. · Blogs by Tui show travel insurance information before travel and making sure the customer is prepared. Tui blogs on insurance. Sourcehttps://insurance.tui.co.uk/blog/ · Blogs by Hays looks at a perfect utopian idea of a holiday for the customer challenging budget. Hays travel blog. Source https://www.haystravel.co.uk/blog · Blogs by Trailfinders shows information of various blog content related to different topics as in general keeping up to date with current issues. Trailfinders blog. Source https://www.trailfinders.com/blog · Tui provides the best in social media, videos, podcasts and eBooks. As the ultimate experience of a holiday and appeals to all types of consumers for holidays from family to the well-travelled individual. Videos by Tui source https://www.tui.co.uk/destinations/discover/video/page/4 Podcasts by Tui source https://www.tui.co.uk/packyourbags#:~:text=Russell%20Kane%20and%20some%20very,%2C%20food%2C%20science%20and%20entertainment. eBooks by Tui source https://www.tandtpublishing.co.uk/thomsontui-case-study-ebook.html # Brand marketing content

Introduction: Access to the internet Changes in the number of people accessing technology. Compared to now, to the digital conversion into email, digital radio, and new electronic devices such as the kindle for eBooks. It replaces, places and locations such as libraries and stores and the physical product evidence normally when buying. The digital process is all online eliminating some of the original traditional marketing mix, having a large impact on people’s lives. S, Kings North 2018. The introduction of the internet Known as the information superhighway which was launched in the form of the internet in the 1990’s. The main challenge for marketers is in the use of cookies allowing marketers to track consumer habits and tailor marketing and promotions. This has enabled the world to become more connected than ever before through electronic devices and is having a large impact on people’s lives. (Avantika Monnappa Last updated on Sep 23. The percentage connected to the internet worldwide examples are 2019 data 15% USA, Mexico 14% and China 10%, establishing that the internet is available worldwide. Internet speeds from 2017 to 2021 data in the UK from Stastica Suggests that in 2017 3.8 MBPS to 2021 increased to 50mbps increasing significantly, in terms of efficiency and speed for data usage over 4 years. Data from age concern Age, and use of technology in comparison from the young to the aged. The ages between 16-24 have a greater usage for all categories of communication, using electronic devices in comparison to ages over 65. Age concern. Digital devices used by young audience’s such as mobile phones and PlayStation plugged into a TV. (Alex Gandra, May 10 2019) The use of Alexa speaker and tablet devices, for more mature audiences. RA Ghandra, May 10 2019ef 5 UK data shows that 60% people access technology by using a smartphone compared to laptops 16% and television 1%. How customers search for information Customers search for information using various mediums known as Alexa using a speaker to probe for information. Search engines such as google on smart phones and laptops. Downloads from online shopping, eBooks from stores such as Amazon designed for the Kindle. What consumers buy online Activities include shopping using a smartphone, tablet, or PC. Consumer behaviour for online purchasing was top for electronics 69%, Books 67% and clothing 63%. Data taken from the USA. K.Saleh, April 1 Consumer behaviour Consumers can use smart devices to shop online not just for clothing, food, and banking. Also, for holidays, voucher experiences for booked holidays which are becoming popular through Facebook advertising. Online shopping and services and products used Examples are for retail sales: Food shopping, clothing and fashion items, jewellery. Holidays, purchasing a house. Access to services such as solicitors, CAB citizens advice bureau via email. Sports and leisure facilities such as Gym memberships. Market place through social media such as Facebook and eBay for second hand goods. eBooks for the kindle through Amazon and music downloads. S, Kings North 2018. Online video consumption Mainly by YouTube, downloads and streaming of video content on mobile phones and electronic devices. Such as Tik Tok; Instagram; Facebook and twitter which advertises video content and LinkedIn for B2B. (Business to Business). L. Ceci, Mar 11, 2022 (Chaffey D, F E Chadwick Digital marketing 2022) Consumer trends for the USA over the last few years and predictions of the future usage for video consumption. Shows how video streaming outstrips video downloads and pay per view between 2017 to 2021. (Julia Stoll) Consumer Trends The improving internet speeds over the last few years is enabling a faster and more efficient customer experience which in turn is also increasing the amount of internet user’s overtime. This can be seen for the American populations where the use of video usage is done through electronic media devices such as YouTube on mobile and computers. Smart phones are also allowing the increase in sales overtime as per consumer shopping behaviour, as can be seen in the USA. The penetration of technology is evident especially for those accessing YouTube than standard TV cable and satellite packages. Video streaming compared to downloads is ever increasing with time. Summary The impact of technology has caused a push factor driving consumer behavior and is evident as it has become more efficient with the touch of a screen. An advance in touch type technology has made technology, user friendly for all ages to use, with advanced speaker technology. This has enabled penetration of technology worldwide and is not in isolation, with the improved advanced SEO (search engine optimization) and apps for shopping online. (Chaffey D, F E Chadwick Digital marketing ,2022 S, Kings north, 2019)