The document provides an overview of Telappliant, a UK-based IT company. It discusses conducting a digital audit and marketing strategies to enhance competitive advantage. It then analyzes Telappliant's external environment through digital Porter's Five Forces, PESTLE, market trends, and competitors. An internal analysis uses a digital SWOT and inventory analysis. Key points include assessing digital platforms' effectiveness, confronting trends like 5G and AI, top competitors like Voipfone, examining political, economic, social and technological factors, and identifying strengths in technology but also weaknesses in pricing and limited promotion.

1. BMT396 Digital Marketing Audit
Answers:
Introduction
Telappliant is a company located in United Kingdom which was formed in 2003.It provide
information technology, telephony and internet connectivity services to small and medium
business enterprises. It also provides cybercrime solutions. The company has a total of 117
employees with four locations in the country (telapplant, 2022).Telappliant can reach the
customers and potential users through Twitter,Facebook,Instagram,Google+ ,and youtube.
This essay will discuss digital audit and digital marketing strategies used by Telappliant to
enhance competitive advantage in the market. The essay will also discuss 5 digital Porter’s
Five Forces, digital PESTLE and digital SWOT analysis in relations to Telappliant company.
Telappliant company external analysis
(A) Market Trend
. A digital audit involving assessing effectiveness of all digital platforms in enhancing the
company’s campaign. It is imperative to carry out audits during early stages of planning
strategies to enhance performance and contemplating channels available to incorporate in
the plan. Various questions should be answered during digital audit such as which channels
do the company have, which is good or bad, what are their effectiveness, and who is obliged
to operate them? ( Rahmatullin &vGuzelbaeva, 2019).
There are marketing trends that the Telappliant company must confront otherwise it will be
overtaken by competitors. The introduction of 5G network in 2019 has brought changes in
the industry. More than 50 nations have embraced the technology and various
manufacturers have incorporated it in their phones and personal computers. Use of
Artificial Intelligence has become popular in the field of information technology to increase
efficiency in businesses .AI has benefited firms through server optimization, enhancing
quality assurance, application deployment, automating processes, improving productivity,
and building secure system. The field of information technology has also developed voice
first skills. This where smart devices are incorporated with voice-activated technologies,
smart speakers, and voice assistants which are integral in Search Engine Optimization (SEO)

2. strategy. Another market trend is that the chatbots demand is rising.69% of costumers in
United States choose to utilize chatbots when dealing with products as response is much
faster. The incorporation of chatbots in a website help a company to respond to customer’s
queries at any time as they are 24/7 responsive (Savoie & Raisinghani, 2019).
(B) Competitor Analysis
The top competitors of Telappliant are Voipfone, and D Edge Global Group.Voipfone has
been winning the best business VoiP provider Award since 2014 in United Kingdom. It has
also won other awards like Customer Satisfaction Awards, Best Internet Telephone Service,
and Precious Queen’s Award for business. Voipfone has divided its products to various
categories to meet different segment of UK customers. Edge Global Group is another
information technology that is challenging Telappliant by having more reliable services like
commercial finance and utilities, and very recent technology of 6G in particular. The
expertise and provision of numerous affordable services makes the company to be more
competitive.
(C) Digital PESTLE
The digital PESTLE analysis of Telappliant company examine political, economic, social,
technological factors that affect the success of the business together with legal and
economic factors. The analysis would help the company understand the digital market and
devise ways to make improvement in its activities (Perera, 2017).
(I) Political Factors
There have been numbers of governments that has given support to the development of the
new technology like 5G network.
There have been detrimental governmental regulations encompassing use of digital
information like big data.
Availability of ICT infrastructure in different countries and increase of digital divide.
Government provision of more secure online payment methods.
Government funding educational programs emphasizing on e-commerce and online safety.
(Ii) Economic Factors
Presence of many small and large companies providing similar goods and services globally.
High tariffs and sanctions on imported goods in different countries where online customers
are located.
Competition between goods and services provided online versus brick-and-mortal
businesses which are very close to customers.
The presence of different payment methods accessible to potential customers globally has
facilitated e-commerce.
(Iii) Social Factors
Customer’s trust on buying products and services online from unknown sellers is a
challenge to Telappliant.

3. The outbreak of epidemics like Covid 19 leave consumers with online shopping as the only
alternative.
Lack of public awareness and negative perception of online shopping is an issue of concern
affecting e-commerce today.
(Iii) Technological Factors
Information security, fraud and hacking are issues companies investing on e-commerce are
facing in the modern society.
Development of ICT infrastructure across the world.
Availability of mobile Apps from different companies that are facilitating consumer’s
relations.
Availability of artificial intelligence that are facilitating tracking customer purchasing habits
and preferences.
(Iv) Legal Factors
Trademark security problem
Copyright protection issues
Rules regulating online transactions like providing product description, price, and delivery
means.
Privacy issues concerning customer’s information received by companies.
Environmental Analysis
Emission of radiation through telephony services.
Reduce emission of carbon dioxide through providing mediated communication eliminate
need to commute.
(D) 5 Porter’s Five Forces Analysis
The use of Porter’s Model in Telappliant company in examining external factors helps the
firm to consider bargaining power of customers, and competition intensity when
formulating Business Strategy (Kabeyi, 2018).
(I) Competition Rivalry
The level of Telappliant competition in the market is strong force. The porter’s model
determines the impacts that competitors have on one another (Wu et al,2012). It has strong
force on low switching cost where customers can more easily to other sellers. The company
has strong force on low differentiated products meaning its products are more similar like
others in the market. It has also strong force in terms of high aggressiveness with other
companies like Coms and Voipfone..
(Ii) Bargaining Power (Buyers)
Telappliant company customers have high bargaining power. The Porter’s model on this
area identifies how customers’ perceptions, preferences and purchasing decision impact on
the company (Eskandari et al,2015). In this case the strong force is brought by the following
external factors:

4. Strong force on high buyer information
Weak force on small size of singular buyers
Strong force on low switching cost
(Iii) Bargaining Power (Suppliers)
The company’s suppliers bargaining power has weak force on its supply. The porter’s model
on supplier bargaining power determine the impact of suppliers in their demand to the firm
and its rival companies (Adelakun, 2020). The weak force of Telappliant bargaining power
of suppliers is brought by the following outside factors:
Weak force on high ratio of firm concentration on supplier
Weak force on moderate to high entire supply
Weak force on moderate to high number of suppliers
(Iv) Threats Of Substitutes
Telappliant substitutes have weak force in matters of competitiveness. Porter’s Model
define this component as determinant of strength of substitute products to attract
customers (Wu et al,2012). The weak force on Telappliant’s threat substitute in caused by:
Weak force on low buyer propensity to substitute
Weak force on low performance of substitutes
Moderate force on moderate to high availability of substitutes
(V) Threat Of New Entry
Telappliant company encounters moderate force threat on new firms entering the market.
The Porter’s Model defines this component determinant of impacts of likelihood of new
firms entering the market (Adelakun, 2020). The moderate force on threats of new entry is
brought by the following:
Strong capacity of potential new entrants
Weak force on cost of brand development
Weak force on high capital requirements
Establishing a firm like Telappliant requires high capital and high cost to brand
development hence making new entrants weak.
Telappliant Company Internal Digital Analysis
(A) Digital SWOT
THE Following is brief analysis of strength, weakness, opportunity, and threat
of Telappliant company.

5. Strengths
Top technology like android, use of artificial intelligence and more proficient technology
devices.
Most valuable products online
Globally iconic firm identified through its website
Expansion in services like iCloud , streaming services and digital content stores
Weaknesses
High priced products
Limited advertisement and promotion on digital platforms
Entering in non-competency areas like game streaming, video content streaming competing
with dominant companies like Netflix.
Allegation of tracking customers through tracking Apps installed in their phone.
Opportunities
Consistent growth of customer on digital platforms
Qualified Personnel To Offer Excellent Digital Services
Expanding Distribution Channels to deliver products more quickly when ordered
electronically
Use of Green Technology
Use of Smart Wearable Technology
Utilize artificial intelligence
Threats
Coronavirus outbreak
Increasing competition from companies like Viopfone
Lawsuits on breach of customers’ information privacy.
(B) Digital Inventory Analysis
Inventory management is the process by which an organization track products movement
from the source, in the warehouse and in distributors or retailer’s stores. It enables the
company to have right quantity at right place, in right time under low cost (Song et al,2020).
One of the key factors that has contributed to success of Telappliant is management of its
supply chain. The company decided to cut down the number of key suppliers in production,
distribution and storage. Telappliant decided to relocate its activities from headquarters to
other three locations in the country so that products offered online can be delivered to
customers on time.Its central warehouse, orders and customer’s data are efficiently
synchronized to enhance better management of inventories.
(C) Content Audit
Content audit evaluates, assesses, examines content quality used in inventories. It identifies
content that requires to be updated, a gap that requires to be filled with new content, and
any portion of the content that need to be removed (Sperano, 2017). This content audit was
only carried on the company website and social media. The third parties were not part of
the audit. The following online platforms were taken into consideration. Site search for

6. Telappliant which are linkedin, Twitter,Facebook Google+ ,and YouTube, About Us ,Support,
Product Sales and Marketing where information about the company products were
searched. Some of results were as follows: Some products lacked descriptive heading
making no sense to customers and not calling them for an action. The web content is
conversational as it is using ‘you/your’ which is recommendable content
strategy (telapplant twitter page). The word Telappliant is mentioned several times in the
same platform. There are also uneven styles depicted in the webpages. Moreover, the
images and videos in the website lacks caption. There are long sentences observed in terms
and conditions pages. There are also actions words used like read, look, buy, check, call, and
use (telapplant facebook page)
(d) Customers’ insights
Customers insight is interpreting trends in behavior of people in order to understand their
motivation, frustrations and tastes in order to boost product or service relevance and
effectiveness. The company starts with customer experience before embarking on in
technology (Vakani et al,2011).
SMART objective of Telappliant
5S model is a tool used to improve workplaces by ensuring it is clean, Orderly, safe and is
properly organized to minimize wastage and increase productivity. It is meant to improve
physical and mental environment (Haughey, 2013). Used together with Telappliant
company objectives, the SMART goals will boost productivity to enhance innovation and
technology accessibility for its users. The goals will assist in fueling the company’s social
media marketing strategies for products launched since 2020 with modern technology.
(I) Specific
Increase users’ traffic to company’s website through social media
Increase lead by 5% in the next product launch
Boost online purchase by 5% for next new product
Measurable
To track all-important KPIs mentioned below to determine particular data points for
analyzing such as competitive merits and demerits, user satisfaction and loyalty, hashtag
usage, and conversion rates.
Attainable
Inform direct users on new releases and updates through social media.
Provide Telappliant support, free offer, and contactless delivery as substitute to in-store
buying.
Realistic
Boost social media engagement by 5 percent to reach current users as scheduled.
Maintaining brand visibility through social media tools
Time Bound

7. Tracking SMART goals and KPIs on 6-month basis to determine their viability
Digital marketing strategy
Digital marketing strategy is a progressive thought plan that use SMART goal to grow an
enterprise. Technique associated with digital marketing strategy include social media
marketing, content marketing, paid ads, and website design (Baltes, 2015). This is
Telapplant company marketing strategy that should be implemented to boost sales.
Digital Marketing Strategy for High Speed Internet Connection
SWOT ANALYSIS (As highlighted Above)
SMART GOALS (As highlighted Above)
Density-Urban areas
Region-United Kingdom and globally
Demographics
Age-18 to 45
Gender- males and female
Marital status-,singles, married couples
Income- middle class
Occupation- students,executives
Behavioural
Degree of loyalty-switchers, loyals, hand core
Benefits-sense of achievements and belonging, self-expression, service speed, advanced
features and capabilities.
Personality-ambitious and determined
User status-potential users, on-users.
Media Channel-Active on Facebook, twitter, Instagram, tiktok
Digital device-mobile phone. PC, Tablet, computer
Psychographics
social class-upper and middle class
lifestyle-explorer, succeeder, aspirer, resigned
risk aversion-risk neutral, risk avoiding
Buyers Personal
(Sarah, 24 years old student)
Geographic’s
City-London
Density-Urban area

8. Demographics
Gender- female
Marital status-single
Income- low income
Occupation- student
Psychographics
Social class- middle class
Lifestyle-explorer
Risk aversion-risk neutral
Behavior
Facebook is part of her life
Active on Instagram, twitter, TikTok
Looks for cheapest internet service provider
Problems
Lack of funds
Slow internet connection
Need for access to virtual classes
Goals
To attend online classes
To have new adventure in technology
To have faster internet that will download content faster
Benefits
sense of achievements and belonging
self-expression
service speed
social connections
objection (Answers to FAQs)
which is the cheapest package you have?
The cheapest package we have is $ 5 monthly plan
Which methods can I use to make payment?
payment is done through PayPal, Master Card, Visa Card
Do your products have warrant?
Do you offer 5G internet connection?
Yes , we have the fastest internet connection ever

9. After producing goals and buyer’s persona, the next stage is to think which digital media to
use in order to reach the audience. In this case I opt to use e-mail marketing where I would
have personalized my content using the world ‘you’ (Chaffey et al,2012)
Other types of digital marketing strategies that can be utilized by Telapplant company
include lead generation, video marketing, social networks, push notifications, influence
marketing, affiliate marketing, advertising social networks, online advertising, content
marketing, inbound marketing, and Search Engine Optimization (SEO) (Kingsnorth, 2019).
Establishing Targeted Tactics
Each of the strategies stated above requires a special tactic in order to be effective in
boosting sales. The use of keywords tactic is effective in generating more traffic when using
SEO.It enables the content to be placed in first page when inserting keyword on web search.
The best channel for utilizing keywords is website. The content should have the product
mentioned frequently and use of words like ‘the best’, ‘most stable’. ‘the fastest ‘etc.
(Kaufman &Horton, 2014). For example, the best UK internet provider in 2022.Use of pay
per click and pay per sale are tactics used to enhance affiliate marketing. A company that
has attractive offers on these tactics will attract bloggers and content creators who will
recommend its products to consumers. The two tactics are used in blogs, social media, and
website. The content creators will insert links in their content where the user will be
redirected to the company webpage. The content creators mostly have a niche where the
content is closely related to the products recommended. For example, a blogger who have
electronic niche may write a content with keywords Top 10 UK Internet providers in
2022 where the blogger includes Telapplant and insert the link in the description. When
users click the link, they are directed to the company website where the product is sold
(Saura et al,2019).
Delivering Suitable Action
SEO and marketing strategies requires good timing otherwise it will not be effective. The
two strategies are most effective when launching a new product and when there are more
products in the stock so that to meet the high demand that may arise as the strategies
reaches all users in any part of the world. The strategies should be used one month before
launching a new products to at least one year after the release of the product (Järvinen
&Karjaluoto, 2015).
Establishing Measures Of Control
There are various metrics that are used to measure the performance of SEO as provided by
the google. It is necessary to identify which work best for the company and require tracking
regularly. One of the metric is Organic traffic which the number of visitors who visit the
company website. This happen when users insert keywords on search engine. When there is

10. high organic traffic it means your SEO is doing well (Järvinen, 2016). Keyword ranking is
also another method to measure SEO performance. Any word that user type on search
engine and provide results is a keyword. If you can type a keyword and find your website on
the first page and mostly at near the top, then it means the SEO is doing well. Other metrics
include Page Speed, Backlinks, Bounce Rate, Time Spent on the Page etc. (Järvinen
&Karjaluoto, 2015).
Conclusion
The use of digital marketing strategies has become a trend in corporate world for both small
and large companies. Every firm is competing for customers online. In order for a company
to devise an effective digital marketing strategy, it is important to conduct both external and
internal factors which is enhanced by various analytical tools.Telapplant company is one of
the enterprises that are doing well in utilizing different strategic tactics through various
media channels to boost its competitiveness.
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www://mobile.twitter.com/telappliantbuzz

12. www://mobile.twitter.com/telappliantbuzz