Content

PROBLEM DEFINITION 1

PROBLEM BACKGROUND 2

DELIMITATIONS 3

INTRODUCTION 4
The Company’s Background
Brand

ONLINE MARKETING 7
Online Advertising
Email-marketing
Search Engine Optimization (SEP)
Affiliate marketing
Social Media Marketing
Viral Marketing

MARKETING PLAN 14

METHODOLOGY 15

ANALYSIS 16
SWOT Analysis
PESTLE Analysis

STRATEGY 22
SOSTAC Model

SOLUTION 25
Search Engine Optimization
Content
Keyword Analysis
Title tag and Meta description
Links
User Signals

BIBLIOGRAPHY 32
Introduction:

The main aim of this project is to annualize how digital marketing can play an effective role in
boosting a company’s overall marketing strategy. In order to achieve this, we must identify effective
digital marketing strategies which can in turn lead to increase in online trading of waste materials and
attract strongly engaged customers to the company. Through this research, we will define more
clearly the target market that the company needs to aim at since this is still not clear and mostly
assumed.

Now than ever before that the whole world has become conscious about the environment and the
urgency of recycling for optimization of resources (Kukreja, 2022). The companies that thrive on the
belief of NOTHING IS REALLY WASTE are gradually emerging. Waste Outlet is also one those
companies who stand on this futuristic approach. It is an online trading company providing an outlet
for waste materials that can serve as raw materials and hence contribute to social and environmental
benefits (Waste Outlet). Though this concept is functional and innovative, finding potential customers
and defining the target market has proven to be challenging. We aim to address these challenges to
boost the gradually growing market of online waste trading platforms.
The Company’s background:

Waste-Outlet is a Danish company specializing in waste industry and digital innovators working for
more than 2 decades in these areas. Here the whole trading process of waste material is made simple
by just a click away. Thus it provides a market place where one can buy and sell waste resources for
the best price online. A single listing is placed by sellers on which dynamic bidding takes place thus
this in turn provides right market price. Here the company aims to deliver positive change in the waste
industry towards a circular economy, to promote a new life to waste materials and thus create more
transparency and competition.

The intension behind the creation of Waste-Outlet was to abolish the society that is based on
consumerism and tends to produce tremendous quantity of waste that lands up in landfills. They aim
at a society that is waste free, resulted by 100% of it be recycled through circular industry principle. It
provides digital platform that enables online bidding trade of your residual or secondary raw
materials. Thus promote positive environmental, economic, and social impact in the society by
efficient use of waste materials that can otherwise prove to be environmental threat if not disposed
considerably (Waste Outlet).
Brand:

We refer to the term Brand as a business and marketing concept that enables us to identity a given
company. It is tangible in nature since we cannot actually see or touch. Brand is the perception of the
company that can act as an identity and thus influence its hold in the marketplace. This assist
companies to create trust and credibility among the people. It provides competitive advantage against
their competition since people tend buy the products that they have trust on. Companies such as Coca-
Cola, Disney, and Gucci have created a brand, which is more valuable than the actual product or
service they produce. Brand has the highest market value since it can not only attract new consumers
but also retain the existing (KENTON, 2022).

Brand strength can be valued through four consumer perception dimensions

DIFFERENTIATION how the brand stands out

KNOWLEDGE how much consumers know regarding the brand

ESTEEM how much consumers value the brand

RELEVANCE how much customers feel they achieve through the brand and how it meets their
requirements

Differentiation and Relevance falls under the Brand Vitality criteria while Knowledge and Esteem
falls into the Brand Stature group. So in order to better understand the strength of a brand, we need to
focus on how our brand can currently influence and grow in the future (Zhang, 2017).

Consumer-based brand equity pyramid (Keller, 2003)

Online Marketing:
We can define Online marketing as "the use of the internet and all associated digital
electronic technologies to achieve marketing goals" by reaching various users at their
convenience (Chaffey D., 2009). Here the marketing goal of the given company is to attract
new customers and retain the existing by providing service satisfaction. As rightly
highlighted by Chaffey, (2007) digital otherwise known as online marketing involves
implementation of digital technology through channels like television, mobile phones,
internet, email, databases etc. and thus contribute to marketing in efforts to successfully
acquiring of customers and retain in a multi-channel purchasing & consumer lifestyle
process.

We now know that the concept of marketing has evolved with times of technology
advancement. With the growth in internet users, companies have come to the realization that
how economically valuable this platform can be in the growth of their business (Yang, 2017).
This advancement further pushed the businesses to focus on the customer need and demands
in order to figure out the marketing process of catering their goods and services that can be
more effective and profitable.

The marketing process can be explained in five simple steps:

 Step 1 – understanding the customer

 Step 2 – designing a marketing strategy that appeals to potential customers
 Step 3 – creating customer value
 Step 4 – building strong customer relationships
 Step 5 – creating value for customers

(Martin, 2020)

Different Methods of Online Marketing:

 1. Online Advertising

We sometimes happen to click on an image of a cute dog on Instagram or react to a video on

Facebook, only to realize that it was actually an ad. Digital ads can very much assist in
increasing brand awareness by showcasing you content both in and out of your networks. It
can provide better understanding of the target audience through the analysis of ads platform.
It further helps in creating high performing content by proper assessing of ad content that can
promote in achieving business goals. We aim for a profitable ad strategy which can be
measured by the positive return on your investment. Each ad networks use bidding system
since there is limited amount of ad space. Online advertising consist of various types such as
Social Media Advertising, Paid Search Advertising, Native Advertising and Display
Advertising.

 Social Media Advertising:

Every month, there are nearly 2.5 billion active users on Facebook (Department, 2022), 1
billion on Instagram (Department, Number of monthly active Instagram users 2013-2021,
2022), and 330 million on Twitter worldwide (Department, Twitter: number of monthly
active users 2010-2019, 2022). Through Social Media, one can reach very specific target
audiences across various platforms, have ad formats that can leverage your business goals
and help in investing advertising efforts leading to sales.

A) Facebook-
Facebook is the most widely used social media network. Advertising on Facebook
includes Photo ads, Video ads, Story ads, Lead ads. Facebook Messenger is also a
different messaging app that comes with its own advertising opportunities as a part of
Facebook. Through Facebook, we can target 3 kinds of audiences that are Core
audiences consist of audiences divided on the base of age, interest and geographic
location, Custom audiences that comprise of previous customers and Lookalike
audiences that have similar interests to those of your existing customers.
B) Instagram-
Instagram has nearly half of the users globally than Facebook. One can promote posts
and stories through professional Instagram account or create ads on the page or create
ad campaigns for the audiences. It also enables us to create Shopping Post ads by
including tag that displays the products’ image along with price.
C) LinkedIn-
The LinkedIn platform has worldwide over 830 million active members (Statistics,
2021). This platform consists of working professionals therefore provide great
opportunity for B2B advertising. We can target customers based on criteria like job
title, function and industry. It can majorly act as a lead generation device.
D) Twitter-
Twitter takes a more organic approach in providing brand awareness. Twitting
maximizes your reach, enables retweets, likes and replies, grow followings, website
 get more traffic with each clicks and also helps in promoting the app and its
downloads.
E) Printerest-
It has around 300 million people (Mallard, 2019) actively engaged and predominantly
female. Printerest is very visual and mainly attract people who are interested to see
their favourite brands. On Printerest, we can pick a pin in a way that it appears in
relevant places, set up targeting audience, decide to pay for the engagement and track
the performance of the ad campaign.
F) YouTube-
YouTube has approximately over 2 billion monthly users worldwide (Ceci, 2022).
This platform has user-generated video content like movie and TV clips, video blogs,
music videos, educational videos and many other subjects. We can target relevant
audiences who are already watching videos from similar brands or on related topics.
G) Snapchat-
Snapchat has 218 million users globally (Department, Daily active users of Snapchat
2014-2022, 2022) and it provides unique interactive movements between the users.
Thus helps the brand to sponsor itself in more interactive way.
H) Tiktok-
This is one of the newer platform with 500 million monthly users (Chen, 2018). We
can approach mainly young audiences and a brand can create videos that are funny.
Thus can outstand by creating memes or content that is more hilarious, thus more
effective.

 Paid Search Advertising:

It allows business to attract attention of their audiences in a more targeted way since it allow
you to anticipate the requirements of the potential customers and in turn serve them with ads
that are highly relevant. Over the period of time it enables the company to analyse the search
ads and improve it to be more effective in attracting more customers.

 Native Advertising:

Best example for this is Buzzfeed who produce content for brands that will popularize on
social media and thus generate revenue for themselves. Native advertising creates a symbiotic
relationship between publishers and brands.

 Display Advertising:

Ad networks like Google Display Network and Facebook's Audience Network are the leading
promoters of display ads. It is the best place to showcase your ads with the right target
audience at the right place and time (Braccialini, 2021).

2. Email-marketing
Email marketing is sending commercial emails to a list of customers who has expressed
interest and in turn provided permission to receive email communications from the brand.
These commercial emails contain information regarding brands’ contacts, drive sales just like
a newsletter which promotes to build a community. These emails can be promotional mails or
informative in nature or just intent to re-engage with the customers. Email marketing is
important since it is has great accessibility to wide range of audiences, very affordable mode
and one can own their list of emails (Fanning, 2022).

3. Search Engine Optimization (SEP)

Search Engine Optimization is the art and science of getting your brand related content to
rank higher in the search engines like Google and Microsoft Bing. Through search option,
people get content online and therefore it is essential to rank higher in the search engine
which leads to increase in traffic to a website. One can increase the ranking by modifying the
phrases on the site, blog, or other online content that have more chances to appear in the
search engines. There is wide variety of marketing tools for companies to use for this
purpose. The search engine optimization process involves optimizing the components like
links, content and page structure of search engine algorithms in order to rank higher in the
search results (Search engine optimization, 2022).

4. Affiliate marketing

Affiliate Marketing is an advertising tool where a company provides compensation to third

party publishers for generating traffic or leads for them. An affiliate could be an organization
owning multiple websites or list of marketing emails. This kind of advertising proves to be
very cost effective since the company need to pay for only the leads that are converted. They
can approach broad range of market and can have control over the conditions in which leads
are generated (FRANKENFIELD, 2021).

5. Social Media Marketing

Investopedia defines the term: “Social media marketing (SMM) is the use of social media
websites and social networks to market a company’s products and services”. It is all about
connecting to the masses and assisting them to understand your brand better which in turn
lead to the success of the brand. It creates new audience for the business, built strong
customer relationship, generates more leads and allows their conversion, have upper hand
over the competition and is more cost-effective (Henderson, 2020).

6. Viral Marketing
Viral marketing creates interest in a brand with the help of messages that spread quickly
among the masses. Since they spread as lightening, it gets circulated around from one social
platform to another very easily. Viral marketing can be carried out with the help of the
content being very interesting and attractive. This kind of advertising can prove to be low
cost, reach vast audiences in short span of time and effectively built up the brand (Viñarás,
2022)
Marketing Plan:

A marketing plan is a comprehensive document about how the company’s strategic objectives
of reaching target market will be achieved by using specific marketing strategies and tactics.
The marketing strategy defines which customer groups the company will pursue and how it
will further lead to value for these customers. After creating an overall marketing plan, the
company will design a marketing program, which will actually deliver the intended plan to
target customers. The program will build customer relationships by putting the strategy into
action. The purpose of the marketing plan is to give direction and focus to the company. The
foundation for marketing plan is to define the target market and segment. In order for the
Marketing Plan to succeed, it is import to constantly annualize the strategies and modify as
per the outcome. A company will be completely handicap without a successful marketing
plan (CHEN, 2021).

Target Market:

Target Market is a group of people sharing similar characteristic that a company has
identified as potential consumer for their products. This market can be widely categorized on
the basis of age, location, income, lifestyle, hobbies, interests or career. It is not easy to
produce a product which can appeal to absolutely everybody. Therefore it is important to
know which group of masses will be approachable and can be appealed with the product in
question. Recognizing the target market is an important part of a product development plan,
along with manufacturing, distribution, price, and promotion planning. Therefore, to be the
most profitable it can be, a company needs to identify these parts of the market that it can
serve the best (TEAM, 2021).
Methodology:

In the first part, I focused on analysis. I analysed waste-outlet as a start-up company with the help of
SWOT analysis and then understand on where the brand is positioned compared to its competitors. I
had then done an external analysis by using the PESTE analysis to have a deeper understanding of the
possible threat for waste-outlet. In the second part, I focused on the strategy using the SOSTAC
model, where I had established a strategy on how waste-outlet can achieve its desired ranking in
Google search engine for them to attract new potential online customers. Finally, in the third part, I
talked about the solution that I made and there I had been in depth with the SEO strategy on how it
can help waste-outlet and thereby I re-designed the landing page of the website.
Analysis:

SWOT ANALYSIS –

SWOT analysis involves a structure enables a company to evaluate its position in the
competitive market and further assist in developing plans strategically. It is designed to have
a realistic, fact-based, data driven outlook at the strengths and weaknesses of a company. The
organization needs to take into account all the factual information leaving aside pre-
conceived beliefs and focus on real life contexts (KENTON, Strength, Weakness,
Opportunity, and Threat (SWOT) Analysis, 2021).
Strengths –

On the based of the internal analysis of Waste-Outlet, I identified the following strengths.
Waste-Outlet is one-stop for all the needs of online waste trading where buyers and sellers
can contact each other without any involvement of the third party. This company facilitates
trading of waste material irrespective of its volume or size, anything and everything which
can be recycles and of any quantity can be included for trading. There is an online chat option
also available at the disposal of the customers facilitating resolution of queries and doubts.
Various types of subscription are provided to the customers thus helps to include variety of
potential buyers and sellers having tailored needs. At the end of the deal or transection,
Waste-Outlet takes a very small percentage of the fees for facilitating the trade.

Weaknesses –

Along with the above strengths, Waste-Outlet also have few weaknesses. They fail to have a
good Google ranking since in many key searches; it appears on 3rd page or at times not
visible at all in the search. They do not have an user friendly website and not well organized
allowing the user to find exactly what they are looking for. Its poor site mapping disengages
the user for longer time and in many cases result in null revisits to the site. They also have
almost no presence in the social media area thus result in poor online traffic and popularity.
This in turn results in very low optimization of the marketing tools and underutilization of
online resources. During my time as intern, it was also brought to my notice that they do not
have many payment options for the user to choose from during the trading process.

Opportunities –

The ultimate vision of Waste-Outlets is to have a world free from waste, where 100% of the
unwanted produce produced at one hand is recycled and optimized on the other. This vision
serves to be a positive concept which is in line with the current need of the society and
therefore ensures strong support and growth of the company. People are environmentally
conscious and thus further tend to provide support and encouragement towards the goals.
Hence this positive push would provide result in more visibility on social platform and cater
increased popularity among the masses. More traffic is attracted towards them and ensure
increased client base. We can target various companies big or small in Danish market and
gradually spread wings in the Global market.

Threats –

As our environmental degradation pose most pressing issue in one hand, on the other hand we
have a gradually increasing population working towards the betterment of the environment.
This increasing awareness on the importance of effective management of waste along with
technological advancement, has given rise to multiple online waste trading platforms in
Danish market specially. Thus this leads to increase in the competition in the market and
further prove to be difficult for Waste-outlet to establish its prominent mark. There are many
upcoming online wastes trading market place offering better wider range of options in
comparison to Waste-outlet. Upon completion of a trade transaction, it proves to be very
difficult to ensure recurrence of future transaction between the same trading parties since the
sources are revealed to each other. There is high possibility that the buyers and sellers would
approach each other directly for future transaction avoiding the involvement of Waste –outlet
being an intermediating party and save on the pay-out.

Conclusion:

I would like to conclude by stating that, in all Waste-Outlet has great variety of products to
offer and at the same time the competitive market around online waste trading serves to be
challenging external factor, Waste-Outlet has managed to retain few customers time and
again. The major immediate concern for now is to score higher rand in the Google search
engine in order to attract more customers and increase online traffic.
Pestle Analysis:

Political Factors –

Tax policy, environmental regulations, trade restrictions and reform, tariffs, and also political
stability are some of the political factors that need to be considered by Waste-outlet as a
company who is looking to have strong grounds in the market (Pathak, 2020). Now the
Danish Government have established new policy agreements with the Danish recycling
companies enabling them to have better access to recyclable waste. This extents support by
providing investments and green technologies for waste management. The agreement has the
ambition to make the waste sector climate neutral in 2030, and sort 80 per cent of Danish
plastic from incineration in 2030 (New political agreement to ensure a green Danish waste
sector by 2030, 2020).

Economic Factors –

Economic growth/decline, interest, exchange, inflation and wage rates, minimum wage,
working hours, unemployment (local and national), credit availability, and cost of living are
all economic factors that affect the strategic planning of a company (Pathak, 2020). Denmark
has long been engaged in making of its circular economy strategy to promote recycling of
resources. It also advice in directing all recyclable waste treatment to the private sector; thus
creating a clear division of responsibilities between municipalities and the private sector
(OECD Environmental Performance Reviews: Denmark 2019, 2019).

Social Factors –

Social factors include cultural norms and expectations, health consciousness, population
growth rates, age distribution, career attitudes, health, and safety. All these factors assist a
company in better planning of marketing analysis and strategies (Pathak, 2020). With time,
people are becoming more conscious about the environment thus are more open to the
concepts like recycling and efficient disposal of waste.

Technological Factors –

Technological factors involve the innovations and developments in technologies. Emergence

of new developments such as AI, IoT, Machine learning embark technological advancements
and thus forces the company to upgrade themselves to be in par with these developments. If
the companies like Waste-outlet fail to embrace this modification, it will not be able to hold
grounds in the market. Waste-outlet should keep up with the infrastructural evolution and
involve actively in the research work (Pathak, 2020).

Legal Factors –

Changes to legislation impacting employment, access to materials, quotas, resources,

imports/exports, and taxation are some of the legal factors that affect the company’s strategic
planning. For instance, there are laws maintain by the company internally for its operation
and there are business law established by the county (Pathak, 2020). For example in
Denmark, there is extensive legal framework to handle the environmentally sound waste
management. This framework helps in regulating waste streams specifically, various methods
of treatment of waste and waste management. (OECD Environmental Performance Reviews:
Denmark 2019, 2019).

Environmental Factors –

These factors are mainly factors related to the surrounding environment and the ecological
aspects. Depending on the waste disposal laws, environmental protection laws, energy
consumption regulation, the company like Waste-outlet should structure their marketing
framework. Global warning and increase in the quantity of waste material urges the need to
promote optimization of raw materials and management (Pathak, 2020).
Strategy:

SOSTAC MODEL:

(Chaffey, 2022)

SITUATION ANALYSIS - Where are we now?

At this stage we need to define and identify the customers that we are targeting. Waste- outlet
target group consist of organizations and industries that are technologically inclined towards green
planet and environmentally conscience. It could be organization producing cutleries out of food
waste (buyer) or Juice processing industries (sellers). Than analyse the strength, weaknesses,
opportunities and threats of the company, as done in SWAT analysis. We further need to know our
competitors. We need to know their operations, strategies and mainly what makes them different
from us. Companies like Tarprec APS and Special Waste systems A/S are some of the competitors of
Waste-outlet. We also require to evaluate the current digital channels that are into action and how
effective are they in reaching our goal.

OBJECTIVE – Where do we want to be?

Waste-Outlet needs to have clear goals that they desire to achieve. The goals should be specific,
measurable, relevant and attainable in a specific period of time. The main goal is to increase the
ranking in search engine and increase traffic towards the website. This growth in the ranking can be
measured by number of leads that they obtain through the analytic reading on Google. It can also be
achieved by efficient use of the online marketing tools available and monitoring the SEO strategy
outcomes. By increasing the ranking in the search engine, Waste-outlet will be able to unlock vast
resource of potential customers and increase their business. But this process needs to be attained in
short period of time since they need to keep up with the competition. With growing online
marketing tools, one can be baffled with the increasing options. So it is very important to implement
a strategy in 3 months and modify it with time to facilitate development.

STRATEGY – How do we move online?

(Antevenio, 2019)

The strategy is to optimize the use of online marketing tools at every level of conversion so that
maximum profit can be gained.

TACTICS & ACTIONS – How exactly do we do it? & What is our plan?

A good SEO strategy can help the website gain its SEO ranking in Google Search Engine. It
will help us to give us advantage over the competitors and produce high volume of leads. We
need to create a strong SEO system that can be applied to our website.

CONTROL – How did you do?

We finally need to have complete control over the operations guarantying the smooth flow. We
need to monitor the traffic that is coming through our website visits and through what channels is it
getting through.
User Signals:

We can use User signals as good indicators of our quality of our online tolls implemented.
The user can provide their opinion and their experience during their visit to the website. This
will assist us in modification of our website when needed. Their interaction can be recorded
by the rate of the bounces received. The bounce rate can be explained as the percentage of
viewers leaving the website after just one webpage. This raises the need to improve the
content on the loading page, improvise the web design or mismatch between the content and
the keyword.

The website of Waste-outlet is very basic and not very user friendly. It also takes more
loading time on the mobile compared to the computer. This can be avoided by optimizing the
digital images displayed on the website. Only those that are most relevant and informative for
the users should be uploaded. For making sure that the images are optimized, we need to
consider whether they are in JPEG, PNG or JPG format, their size and the file size. We can
optimize the images in software like Photoshop or PIXLR in order to ensure maximum
optimization for web performance. We can also include an Alt tage in all the images. This
will indicate the users what is supposed to be there if an image when it fails to upload
properly.

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