Internal and external environment of Origin Digital, Essays (university) of Management Fundamentals

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Executive summary This report is based on critical discussion of internal and external environment of Origin Digital, which supports digital facilities of other organisations. Social media designing and reach with SEO for scaling the website is main program of this organisation that ensures technological transition in fourth revolution. Moreover, there are different risks and threats, which can be achieved through technology dependent strengths. Possibilities to improve internal complications were discussed with evidences in current market scenario. Finally through recommendation list the complications can be improved and lower the scope of failure.

Introduction

This business report of a renowned marketing brand, Origin Digital UK involves strategic connections and environmental analysis that can suggest innovation in branding facilities. Initially, the background of the study reflected organizational strategies that helped to connect international businesses and promote their programs with attractive hashtags or slogans. Through STEEPLE and TWOS, internal and external environments are analysed and critically justified for future development as well. Finally, a few recommendations are discussed to improve the limitations in the digital era and achieve technological stability.

Context and background of the company

Origin digital is a digital agency and a for-profit organization that concentrates on creating and executing digital marketing campaigns. They understand that to be successful online, an organization needs a well-executed plan that incorporates all the necessary channels. Origin Digital is a subsidiary of Origin Media, a global entertainment company. Origin Digital was founded in 2006 and headquartered in London, England. Origin Digital is a digital content and services company (Origin digital, 2019). Figure 1: Journey of Origin Digital (Source: Origin digital, 2019) At the initial stage, Origin was not able to connect the whole world through a digital business networking facility, as there was a lack of technological understanding in 2006. However, they acquired Ambition digital and Jill, which helped them to grow faster in the new era. In 2019, they announced that they had a team of 20 to work integrated to help other organizations with website and social media support (Origin digital, 2019). The company provides a portfolio of digital products and services including video, gaming, music, TV, and social media. Origin Digital's products and services are marketed to consumers in North America, Europe, Asia, and Australia. Origin Digital's music products include songs

available on streaming services such as Spotify and Apple Music. Origin Digital's social media products include platforms such as Twitter and Facebook. Figure 1: Area of expertise of Origin Digital (Source: Origin digital, 2019) Origin Digital believes that digital marketing is one of the effective marketing strategies that evaluate customer purchasing rates and implements specific campaigns to attract customers. This marketing service organization maintains customers' records, which helps them in SEO and individual specific marketing approach and enhanced branding as well (Origin digital, 2019). Origin Digital had well-designed specialties such as analytics, email marketing, advanced SEO implementation, product development, web design, user experience, UX, and service design (Origin digital, 2019). They have a wide range of services available, including website design, search engine optimization, social media management, and more. They also have a team of experienced professionals who are dedicated to providing quality work and reducing technological implications in an organization. Technological transformation is important in the new business era and Origin involves solvers, designers, and storytellers to maintain a complete flow chart that can attract customers by connecting their lifestyles. Digital transformation in advertising is tied in with tackling computerized endeavours (Deloitte, 2022). It implies utilizing innovation consistently advance all parts of the plan of action, including what it offers, the way it communicates with clients, and how it works. Set forth plainly, computerized change is a way to future-evidence a business. Digital change meaningfully alters the manner in which an association works. Frameworks, cycles, work processes, and culture are all essential for this interaction. This change influences each level of an association and unites information across regions to cooperate more. The computerized change will significantly affect the manner in

subscription. Cultural diversities in digital branding are especially evident when considering the many different cultures that exist online (Manikowska, 2019). To cater to these varied needs, many digital agencies and branding firms have established themselves as experts in cultural diversity. One of the first steps in creating a culturally diverse digital brand is to understand the cultural values of the target audience. This can be done by conducting surveys or interviewing customers. Once the cultural values are known, it is important to create digital content that reflects these values (Kovačević, 2019). Some of the most common cultural values that need to be considered when designing a digital brand are authenticity, individuality, and respect. Technology Data management and encryption in digital branding can be essential to protect Origin’s confidential information along with its customers. By properly protecting those intellectual data Origin can ensure that, the brand remains confidential and protected from unauthorized access. Encryption technology can help protect organizational confidential data by scrambling it so that only those who have the correct key can access it (Rahman, 2021). Digital platforms have revolutionized businesses to connect with their customers (Gao and Zhang, 2020). They provide a quick, easy, and affordable way for businesses to communicate with their customers and followers. To create a successful brand through digital platforms, businesses must first understand the different aspects of brand development. This includes understanding the customer, understanding the competition, and understanding the market (Pradhan et al., 2018). After understanding these aspects, businesses can create a digital brand strategy. One of the most important aspects of digital branding is the creation of a strong digital identity. This includes establishing a clear brand message, creating a consistent visual identity, and developing a strong online presence. Environmental Digital branding has become an increasingly important part of marketing and communication for businesses of all sizes (Rowles, 2022). To be sustainable, digital branding needs to take into account the environmental, social, and economic factors affecting the world in which we live. One way to do this is to use sustainable design practices when creating a digital presence. Sustainable design practices aim to create products and services that are resource- efficient, user-friendly, and have a positive impact on the environment. A digital brand involves sustainability factors that can be recyclable or maintain a virtual world to create public interest (Mundiri et al., 2021).

Environmental stability is an essential part of any digital branding strategy. Creating a consistent and identifiable look and feel for the website, create a strong foundation for the brand (Apasrawirote et al., 2022). The website reflects the values and philosophies of the business culture and connects innovation for integrated development (Giunta, 2020). This means that websites need to be consistent with the branding and look of other marketing materials, including advertisements, social media profiles, and product packaging. The website should also be consistent with the colour scheme and design of other website assets, including the organizational logo, header, and footer. Economical Digital branding is one of the most efficient ways to increase the GDP of a country. When done correctly, digital branding can help a country become more recognizable, more attractive to businesses, and more prosperous. One of the best ways to increase the GDP of a country through digital branding is to make the country’s website easy to use and navigate (STOJANOVIC and KURTIĆ, 2019). A website that is easy to use and navigate will attract more visitors than a website that is difficult to use. A website that is easy to use and navigate allows businesses easily to find the information they need. Businesses want to find information quickly and easily, and website that is easy to increases the intangible assets with net organizational market value. Figure 2: Digital advertising spending worldwide from 2021 to 2026 (Source: Statista, 2022) International digital branding is growing at an astonishing rate, and it is important to have a strategy in place to keep the brand top of mind in all corners of the globe. According to a study by eMarketer, global digital branding spending was reached $710 billion by 2021. That is an increase of more than 22% from 20202, and it shows no signs of slowing down (Forbes,

aware that many companies collect personal data without their consent. This data can be used to track users' activities and interests, and cannot be sold out for commercial purposes. As per human rights, consent is important to share any individual's information with an unknown authority. TOWS Analysis TWOS Internal External Strengths Weakness Opportunities ● Implement research- based techniques ● Support innovation in the marketing process ● Create brand awareness ● Ethical support ● Social improvement ● Community development Threats ● International market acquisition plan ● Increase competencies to be a part of continuous development ● Data security ● Illegal measures in customer services Table 2: TOWS analysis of Origin Digital ( Source: Created by the learner) There is a variety of ways to conduct digital marketing research. One popular approach is focus groups, which is the main strength of Origin to get customer attraction easily. Focus groups allow marketers to collect feedback from a sample of target consumers in an informal setting (Origin digital, 2019). Innovation in digital marketing is crucial in order to stay ahead of the competition. Some of the most popular forms of digital marketing that use innovative techniques include online advertising, email marketing, and social media marketing (Dornberger, 2020; Low et al., 2020). Online advertising has seen a lot of innovation in recent years, with platforms such as

Google AdWords and Facebook Ads becoming more and more popular (Origin digital, 2019). These platforms allow businesses to place ads on the internet and then track the results. This allows businesses to see how effective their ads are and make changes as needed. Through online advertising, Origin increased its brand value and tried to maintain attractive brand awareness in the UK. Right digital marketing strategy in businesses can target potential customers with relevant ads that reach a large audience (Origin digital, 2019). In addition to online advertising, businesses can also create content that is shared on social media platforms, which can help to boost brand awareness. By investing in digital marketing strategies, businesses can build a strong brand presence and achieve greater success in the international market as well. Digital marketing is the process of creating, managing, and executing a marketing plan that uses digital technologies to reach and engage customers. The goal is to improve customer loyalty, ROI, and brand awareness (Lal et al., 2020). Digital marketing is effective when it is tailored to reach the right customers with the right message at the right time. It can be used to create a relationship with customers, generate leads, and drives traffic to a website. Digital marketing can be used to create a relationship with customers. Digital marketing is a powerful tool that can be used to increase the competencies of the organization. However, it can create an organizational threat to maintaining the quality in every financial year, as competition is high in this industry. It can help organizations to reach new customers, grow the business, and build brand loyalty. Digital marketing is all about creating a relationship with its customers through digital channels. This can include website design, online advertising, social media marketing, and email marketing which can get huge bounce rates if not planned properly or optimized the channel regularly. Data security has become a top priority for many organizations, as hackers continue to target sensitive data. The most common way hackers gain access to data is through theft or infiltration of the organization’s systems. Origin digital works with different data of other organizations, which need to be, protected critically using the data encryption process (Origin digital, 2019). Otherwise, these issues can create threats to an organization and lead to reputational loss. SAF analysis has helped in this project to complete the analysis. Recommendations for future The future of digital marketing and targeting strategies becomes complicated and challenging for management of corporate organisation. Management has faced challenges to determine perception of different ages people and communities to achieve brand values.

scientist and analyst who improve the security concerns of Origin security and lack of complaints against breaching issues customer networking and build trust for technological or digital support branding and top most option for digital service provider Connecting global market to increase the scope of digital marketing Managing international customers rather than UK specific customers Maintain international relationship with different organizations and manage international trade Influence net market revenue and modify the operational process to provide premium services 6 months Competency enhancement and strategic planning to meet the requirement of upcoming business world Motivating the operation through standard protocol that helps customers to get effective outcome at the end of the service Achieve attractive competencies in digital service provider market Increase the market share and revenue to be the top most organization in this sector 9 months Table 3: SMART recommendations for Origin Digital (Source: Created by learner) 4P of Marketing mix analysis Marketing mix is another method for an organisation to adapt marketing strategies for advanced business environment development. Here, management of Origin Digital has to focus on four elements of marketing to influence consumers for strategic planning to gain opportunities.  Product: The products and services must be updated according to modern trends in advertisement industry to deal with major challenges. Here, managers should review

market demands and realistic services for advertising and web design services to acquire right planning (Venaik and Midgley, 2019).  Price: The digital industry is highly competitive and price oriented to generate services factors. In order to manage fundamental challenges, management has to apply competitive price and offers facilities to consumers to market opportunities management.  Place: It is essential for digital companies to build client relationship with IT companies to access contracts regarding different advertisement and development services (Szolgayová, 2022).  Promotion: It is one highly invested area in market preparation process to acquire large market. Here, management should use social media, email, and television network for implementing advanced promotional events.

Conclusion

Finally, it can be concluded that Origin Digital is a renowned organization in UK, which follows specific protocols to support their clients and resolve the issues of client managed strategically. They achieved a huge role to motivate and inspire social and business markets in the last decades, which helped organizations in the era of the fourth technological revolution. Moreover, this organization has well planned to achieve strategic strengths, which support both external and internal environments.

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