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Digital Marketing Plan Assignment

   

Added on  2021-04-21

4 Pages722 Words29 Views
3A-Digital Marketing PlanObjectives to be achievedIncreased the website traffic by 2.5XIncrease the sales from digital channels by 1.5XDigital Marketing MixSocial MediaKoreans are big fans of social media and the growth of social media among the Koreans brings a great opportunity for the marketers to expand the reach of their marketing campaigns.Facebook- To be used for increasing the engagement with the targeted audienceand drive conversation amongst them. Another objective is to do effective social listening to understand what its customers are talking about the brand, and how they perceive the brand, what are the factors which they give more weightage to while evaluating the cosmetic products. This strategy will help in doing a better consumer profiling which can then be used for pushing highly targeted content to the audience. Facebook can also be used forgenerating leads, by giving an option of “Call to Action”, they can get the lead ofpeople who are actually interested in the product.Instagram- Another popular social media channel which is ranking up in the charts of popularity. Instagram has to be used similarly like Facebook, with the additional usage of the story feature of the Instagram. The story feature has to be made a part of celebrity endorsement that is showing the benefits of using the brands cosmetic product. The objective being to increase the sale and brand awareness.
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Snapchat- People these days are going crazy about Snapchat, owing to the number of filters it offers to its audience. Snapchat has to be used in the same way as Instagram and leverage on the celebrity endorsement to broadcast live promotion to the audience.SEM- Search Engine MarketingOrganic promotion limits the reach of any campaign; hence it is advised to go with both organic and inorganic campaign for promotion. Inorganic campaign gives the required reach and the numbers for the success of the promotional campaign. Amorepacific has to tie up with a lot of Lifestyle, shopping, beauty, entertainment websites for Affiliate marketing. The number of impressions to be delivered has to be in millions through the affiliate. Also, the campaign should be designed in such a manner that the traffic is diverted on the website of Amorepacific.Summary of the co-ordinationIn marketing it is really important to track the performance of the individual marketing channels to understand the effectiveness of each promotional vehicle. Hence in order to track the digital campaign the following metric has to be tracked:Number of impressions delivered(CPM)Traffic on the websiteCTR- Click through rateBounce rate (Larsson, 2016)Time spend on the ad viewingTime spend on the websiteNumber of successful purchasesAffiliate trackingPerformance of the meta tagPerformance of the key wordsAnalysis of all the above mentioned metric will help in driving a much better offline campaign, as the data obtained from digital promotion is more specific and highly relevant. The combined strategy of both offline and online channels can then be used in sync to achieve the desired outcome.
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