Use of digital marketing in brand building efforts

Abstract

This paper has been prepared in order to present an evaluation of the Digital Marketing strategy adopted by companies all over the world to build their brand and where Square Toiletries Limited (STL)’s Digital Marketing strategy stands in comparison to that. The assessment will critically evaluate the STL’s Digital Marketing strategy by considering some important variables such as its history which contains detailed analyses of Square Toiletries Limited’s existing brand portfolio and current extent of their presence in the digital media. Moreover, the report contains STL’s goals, objectives, mission statement and visions for the future. In addition, the report also contains my specific tasks, responsibilities and duties of the job in the organization and also my critical observation and recommendation about the organization. The completion of this paper will provide a comprehensive report of the organization’s digital marketing strategy to the reader. Information was collected from both primary and secondary sources to compile this paper. The sources include personal interview from STL incumbents who work in Marketing department, data from websites, and theoretical knowledge from various text books. In conclusion, the paper sums up on the Digital Marketing process of the organization and offers some feasible recommendations on how STL can use Digital Media to build their brand.