DIGITAL MARKETING

GROUP 24 – GEORGIOS LAMBROU, RUTHVIK TALLURI, CHRISTOS

EPAMINONDA, FERNANDA PRATA, VASILIS MOUSKOS
BACKGROUND
• Prognomics, a spin-out project of Swansea University, is a high tech diagnostics firm
that developed prototype sensing devices for health and non-health applications.

• A unique selling point for Prognomics is their use of a revolutionary material in their
product known as Graphene, which improved the quality of their product and will give
them a competitive advantage in the market.

• Prognomics is spending £50,000- £100,000 on marketing to promote their product and

also give information about their products to consumers and other investors.

• World class partnership in industry and academia including Cambridge University,

University of Rome and other academic and research partnerships around Europe and
Asia.
 PROBLEMS, OBJECTIVES,
OPPORTUNITIES & THREATS
Problems: Opportunities:
• Limited opportunities due to being based in the
UK
• Growing Concern about Allergies

• No Brand awareness • Growing Market

• No online presence or social medial presence
Threats:
Objectives:
• Establish Online/Social Media presence • Very strong existing competition
• Create Website
• Increase Sales of products
• Improve Brand Awareness
COMPETITORS & CONSUMER
ANALYSIS
Direct Competitors:
• BIOTECON - (Gluten)
• Nima – (Gluten and Peanut)
• Glutenox – (Celery, Gluten, Hazelnut, Peanut and Soya)
Indirect Competitors:
• Biteappy – (Research tool for allergy-friendly and diet-specific restaurants around the world.
Consumers:
• 8% of children and 2% adults are diagnosed with a food allergy in the UK = 2 million people.
• 1 in 100 have coeliac disease = gluten intolerance.
• 1 in every 14 children under 3 years old has at least one food allergy.

B2B – Food and Medical Industry

B2C – Nursery Home, Parents of Young Children (ages 18-40)
WEBSITE
SEARCH ENGINE MANAGEMENT
Search Engine Optimization
Consumers today live in a digital world. An estimated 94% of B2B buyers say
that they search online before making a purchase. SEO describes a strategy
that encompasses nearly every aspect of site building and constant
development. When done efficiently, it creates an outstanding experience for
the consumer, further building their trust in the company.

Google (86.02%), Bing (6.55%) and
Yahoo (3.27%) accumulate 95.84% of
Search Engine Market Share.
There are many helpful tools and
guideline, in order to get your website
on Google’s spider good side:
• Google’s Webmaster Central
• Structured Data Testing Tool
• Google Search Console
• Search Engine Optimization Starter Guide
• Google AdWords
• Google Analytics (Content Experiments)
SEARCH ENGINE MANAGEMENT
(CONTINUED)
Pay-Per-Click (PPC)
• Google places PPC Websites at the top of the page → raises
awareness, high and quick conversion rates. (Better for short term
growth)
• Cost-efficient – Google Ads won’t charge you for displaying ads.
Instead, you pay only when someone clicks your ad.
• Ad only appears to people that search for relevant keywords.
Examples of relevant keywords:
allergy testing, food intolerance test, gluten intolerance
test, food sensitivity testing, allergy blood test, private
allergy testing, lactose intolerance testing, Diabetes,
type 2 diabetes, diabetes symptoms, low blood sugar,
normal blood sugar, high blood sugar
SOCIAL MEDIA PLATFORMS
• Ideal for low budget companies
• Consumers spend 20%-40% more money on companies that are using social
media.
• 71% of consumers who have had a positive experience with a brand on social media
are likely to recommend the brand to their friends and family- growing your customer
base even further.
• Facebook
- B2C
- 70% of business-to-consumer marketers have acquired customers through Facebook
- Can target by age, gender, employment, interests, purchasing behaviours,
relationship status etc.
• LinkedIn
-  B2B
-  targets consumers based on job titles
ELECTRONIC – CUSTOMER RELATIONSHIP
MANAGEMENT (E-CRM)

• “Without a CRM system, 79% of all marketing leads are never

converted to sales”
• CRM systems gather the data  - enables to review that data, and
make decisions on it - more informed decisions. A fundamental
decision-making tool.
• Can influence customer retention

• PROSPECT365
Provided by ProspectSoft, voted the UK’s top technology provider.  
The software is a CRM and CMS (Content management system)
which creates and manages digital content.
E-MAIL MARKETING
Objectives:
• Educating users about the
product.
• Promoting products or
announcing a sale.
Benefits:
• Low-cost
• Has immediacy
• Easily Targeted     
• Highly easy to Share
• Global access
• Easy to measure results
• Fast return on investment
SUMMARY
The company may face more problems than opportunities in this early
stage of its development. However a solid digital marketing strategy, will
alleviate the problems and allow the company to grasp the
opportunities. The most fearsome threat for the company would be the
very strong competitors existing in the market. Nevertheless their
products are too specialised and do not target a wider segment like
Prognomics. With proper development of the website, using Search
Engine Management’s SEO and PPC, it is certain that we will be able to
offer our customers an outstanding experience, while building our brand.
Social Media, are a big part of today and especially for brand building
purposes. They offer a way of interaction with consumers that was not
possible in the past, while if used properly can convert into a great asset
in identifying our target audience through them.
REFERENCES
• NHS Food Allergy Retrieved from: https://www.nhs.uk/conditions/food-allergy/
• AllergyUK Statistics Retrieved from: https://www.allergyuk.org/information-and-advice/statistics
• BBC News (2011) “The rise and rise of allergies” Retrieved from: https://www.bbc.co.uk/news/health-12550300
• Google AdWords Retrieved from:
https://ads.google.com/aw/campaigns/new/express?campaignId=1626220470&ocid=294377974&step=cpa
s&euid=305359837&__u=4394786613&uscid=294377974&__c=8596969926&authuser=0

• Google Developers – Product Retrieved from: https://developers.google.com/search/docs/data-types/product

• Google Webmasters Retrieved from:
https://webmasters.googleblog.com/2017/08/badges-on-image-search-help-users-find.html?fbclid=IwAR0
EJwe89IuJLrzXhC-QQFC8O4mi5ONaGM89MNJ8UJy5bcKsIYxeWAkkpGA
• Google Support – Google Image Publishing Guidelines Retrieved from:
https://support.google.com/webmasters/answer/114016?hl=en&ref_topic=2370565&fbclid=IwAR0pU0HS8NoT
0B4jDZZ5GEc0jdAGpbuYjToj3ehv0hqmJtYZE1vsia-_5a4
• Google Search Console – Add Property Retrieved from:
https://search.google.com/search-console/welcome?fbclid=IwAR1UVAPYX1Iwdxb343Hc47XPFhG_4rGmVpE1k9n
3kv51WctlQgdu9lcPiWY
• Statista (2018) –Worldwide desktop market share of leading search engines from January 2010 to July 2018
Retrieved from:
https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/?fbclid=IwAR3MX4is
midVciFbFH2DahYL2eiqE8U-CCVtNuk5r54yCl1Uu78f-u2E-UE
• Google My Business Retrieved from:
https://www.google.com/business/?gmbsrc=ww-ww-ot-gs-z-gmb-l-z-h~z-ogb-u&ppsrc=GPDA2&fbclid=I
wAR2yq6kEyeCLiSQ5AY8mEymy3pmD1m17PNhYP6Kv6ZnW-xK8MNWHKh70qd8
• Social Media platforms statistics Retrieved from: https://