Digital Marketing Communications Plan

nName

nInstitution

nCourse

nDate

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nDirect and Digital Campaign Strategy

nObjectives

nTo develop an effective digital campaign strategy, it is very essential that objectives are formulated aiming to accomplish the purpose of the digital campaign. In this respect, the objectives should be set utilizing the SMART strategy (Specific, Measurable, Attainable, Realistic and Timely). More importantly, it is critical to have adequate knowledge of the firms position in the current market. This will assist in establishing a create image of the existing position and parts to address the digital strategy. For instance, some of the objectives include; to improve the visit in the company website by 15 per cent for the period between January to March 2017 compared to similar time of the preceding year determined via Google Analytics (Ryan 2014).

nThe second objective is to increase the awareness of the brand by 10 per cent for the period between January and March 2017 relative to similar time of the past year determined via Google Analytics. Thirdly, the objective is to increase the online registration of the customers by 15 per cent for the period between January and March 2017 as compared to similar period of the past year determined via Google Analytics. The objectives replicate precisely what will be assessed on the key performance indicators (Tiago and Veríssimo 2014). Therefore, in designing the digital objectives, the organization should support them through the general goals of business as well as the KPIs.

nIn this case, the objective offer a precise metric that can be accomplished within a specified timeline and will be assessed. The objective of digital campaign strategy is realistic when there is comprehensive groundwork on existing performance by researching and assessing the previous performance. The objectives provide a comprehensive customer transformation because it discusses how they will know the existence of the brand, the reasons for visiting the website and ultimately how fast they will be able to register and buy companys products through the site. Therefore, they will address issues related to conversion, acquisition and awareness (Kaufman and Horton 2014). Nonetheless, various digital strategies would reinforce diverse areas of this customer transformation.

nAcquisition Strategy

nCustomer acquisition is one of the most challenging tasks in digital marketing. However, it can be achieved by utilizing an appropriate strategy to obtain the suitable customer that can buy the brand. The ability to win the hearts of new customer means that the company is developing. An acquisition strategy that links offline and online needs can be referred to as Omni-channel (Ryan 2014). It plays a role in appealing customers to the brand. Organizations need to gather customer data more effectively in order to compete sustainably with other companies. A company can develop an acquisition strategy but developing operational improvements and changes to the customer transformation using these target data. The digital marketing plan will ensure that target customer data are accessible with the firm (Tiago and Veríssimo 2014). Through this strategy, the company would be able to understand the process of customer journey. In addition, it helps to formulate the type of Omni-channel, personalized experience for their customers to purchase goods and services.

nMost importantly, digital marketing strategy would help to address the needs of the different customers, which play an essential role in the process of segmentation. Through segmentation, the digital strategy helps to define the type of customer the firm and the brand is targeting. In addition, the digital strategy would pursue the consumer value and their future and current trends (Kaufman and Horton 2014). In addition, segmentation will help the acquisition strategy to address the lifecycle of the target customers. In this regard, the strategy would attempt to employ website personalisation and behavioural email marketing. Similarly, the acquisition strategy would analyse the behaviour (predicted and observed) of the customer in reaction to a purchase. Customer segmentations indicate tactics to be used to win different groups of customers by meeting their demands and needs (Ryan 2014). Similarly, it helps to provide a more appropriate communication to these groups, which ultimately lead to better rates of responses.

nCommunication plan

nCommunication plan involves use of owned, earned and paid media in the digital strategy. Owned media communication involves the use of extra sites and avenues for customers to engage with the brand. The strategy would employ use of social media channels, blog, mobile and websites owned by the company to improve the accessibility of the brand to customers. Moreover, the plan would also utilize paid media. The use paid media would apply advertising sites in social media such as LinkedIn, Twitter and Facebook that have the potential to improvement the content of the product (Tiago and Veríssimo 2014). The plan would also contract experts and influences that would share or tweet the website links to increase the links to many customers. It would also involve, paid promotion, display advertisements and pay per click. On the other hand, the communication plan would utilize earned media, which utilizes platforms such as reviews, reports, shares and mentions. It would also involve content or recommendations collected or raised up by third party online sites (Ryan 2014). This would ensure that the product has reached intended people at a large scale.

nThe first stage of the communication plan is to utilize engagement campaign among women. Therefore, it would use the media to reach out to potential women customers. Secondly, the plan would incorporate the marketing mix by asking the customers to provide postings and comments through the earned, owned or paid media to inspire reviews on the brand. Thirdly, communication plan would address on interesting and appropriate content aiming to encourage audience participation. It would also establish positive relationship for better engagement campaign. Fourthly, the plan would enhance subscriptions through permission-centred systems with RSS registration (Ryan 2014). Women subscribers would be encouraged to refer as many people as possible including their friends and families. Consequently, this would create a social platform for sharing interesting information. The next step of the plan would be welcoming women audiences to interrelate with the brand through the media by giving their suggestions, and comments as well as writing about the product. The sixth step of the communication plan would involve participation in polls and surveys that offer a chance to start commitment while understanding the women subscribers needs. Through these forums, the company would initiate dialogues that are appropriate to the customers. Finally, the plan would promote the use of social networking through social media sites in order to understand the daily experiences of the women subscribers and the brand (Tiago and Veríssimo 2014). It will also assist in sharing important information about the product.

nIntegrated Communication Plan, Source (Ryan 2014)

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nReferences

nKaufman, I. and Horton, C., 2014. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge.

nRyan, D., 2014. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

nTiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.