[SOLVED] Digital Marketing Plan for ABC Company

The assignment outlines a digital marketing plan for ABC Company, focusing on increasing online presence and customer engagement through various channels such as webinars, direct news distribution, and social media management. The plan includes a 5-month schedule with specific goals and objectives, aiming to increase authentic followers on social media by at least 10,000 individuals.

Project /PROJECT FRONT SHEET for all CIM Level 3, 4 and 6
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Project2
Digital Marketing
Digital marketing represents an organization with opportunities engage and interact with the
audiences better. Efficient use of digital marketing techniques can better customer experience
and hence improved satisfaction.
Task 1 Briefing paper
(a) This section represents the digital marketing plan for ABC Company Company. ABC
Company is a global company with the headquarters in the US. ABC Company as mentioned
earlier is an agricultural production industry with its headquarters in Des Moines. The
business began in 1926, and until now, the industry has employed up to 12,500 employees
across the globe in more than 90 countries. The pioneer part was acquired by the industry in

1999 and has become part of the science company focused on scientific food production to
solve global food challenges. In doing this, ABC Company is committed to delivering
solutions to assist in meeting the growing population’s demands for agricultural products
through increased food production. The core values of the company assist in providing
quality agricultural products. The core values help in the provision of safe, sufficient products
with sustainable energy.
Background of the company ABC Company organisation has been
taken in this report which located in
Johnston, Lowa, US. They serve their
products and services in all over the world of
different kinds of products such as Hybrid
and Varietal seeds. There services are
developing such as Encirca which used by
farmers to maximize crop yield. In addition
to this, they are also combined the latest
technology for weather, soils, etc.
Dealing with B2C It is agricultural and subsidiary company
which has wide size in the world. The
company focusing on (B2C) type with the
main competitors being other agricultural
companies such as Monsanto Company.
Current digital marketing activities include
the analysis of the website data, campaign
analysis, and the marketing metrics analysis.

(b)
First oppotunity ABC Company has many competitors in all
over the world such as Dow Agrosciences
LLC, Monsanto Company and Channel Bio,
LLC. First, the Encirca services
conglomerate their unique set of activities in
the whole-farm to take decision services.
The all competitors are determined their
effective services which are geared towards
helping growers to maximize their profits and
production. The Encirca services ensure that
on-farm data are shared with local pioneer
and Encirca representative. Through this
sharing, the customers get more benefit from
the digitized Encirca services when the soil
data is availed to them for digital analysis
purposes. Technological changes are
determines improvement to make products
and developing processes.
Second opportunity Barney's biggest threat to the technological
products which can be destroying the
traditional print industry. Technological
products created by man with using several
applications of knowledge to improve person

life in the society. In the Barney's case new
technological products for more consumer.
Technological process means to make
improvement in products and services. For
instance, traditional manner of printing
magazines includes mechanical press.
Third opportunity There are several techniques implemented in
digital marketing such as big data, internet of
things, marketing automation, conversion
rate optimisation, etc. In the big data includes
market and customer insight and predictive
analytic. Internet of things includes
marketing applications. In the mobile
marketing, advertisement, site development
and apps included to make relations with
personnel. Digital experiences includes
several includes such as multi channel
analytic, email marketing automation, social
media marketing, paid search, etc.

The external technological changes in ABC Company Company brings about
reduction in the operating costs of business. This is because technological advancements in
the company would enable more automated operations like the management of big data and
data analytics. Another opportunity is the room for improvement in the communication
process. External technological advancements in an email, websites, and personal digital
products like the Encirca helps the company to improve communication with consumers.
Many software programs used by the enterprise are user-friendly, and this allows business
owners and partners to ABC Company to intensively use the computer software and
hardware. The external changes in technology also enable the company to receive consumer
feedbacks through the electronic media. This shift in external technology allows the company
to clinch new markets rather than just concentrating at a given geographical location. There
are a lot of benefits which come with the external technological advancements.
The external changes in technology demand a more advanced digital type of marketing since
the migration is towards techno savvy route. Future digital marketing digital activities will
require the financial analysis in the market to be completely digital with the extensive use of
Google analytics of the market trends. It is for these reasons that the ABC Company is also
marshaling up the relevant technological tool for market analysis. In Russia for example, the
company has employed the use of Google forms in the analysis of the market trends as far as
the technical analysis are concerned. The data obtained from the pioneer website indicates
that the website surfing registered the highest percentage regarding technological applications
compared to other services. This shows that the external technological advancements are
projecting a brighter future and intensive use of technology across 2016-2017 and even years
to come. Most of the opportunities due to external technological advancements are current
opportunities while others are future opportunities.

(c)
Importance of customer focused Nurturing relationship with customers
determines crucial part to grow effective
business. In this aspect, automation and
innovation it not requires for customer
improvements. There are many reasons due
to which digital marketing need to be
improve such as treat customer right and
maintain interactions effectively. Always
business need to listen to customer and their
requirements. According to the customer
feedback the chosen organisation will
perform their functions. There are several
methods can be implemented such as survey,
focus group, observation, point to sale,
customer services, etc.
Understanding customer behaviour Customer satisfaction important aspect which
create chatting with live over phone. It is
important to 81% of companies which
possess excellence experience for
outperforming their competencies. With
creating valuable things, communication can
be made as two way process for developing
outcomes. If personal connection perform at
home, people can run as the anti virus scan

on the device to make sure it is not infected.
Following are certain factors impact on the
business operations:
Customer acquisition Customer acquisition management includes
set of several methodologies and system that
help to manage prospects and inquiries
generated through variety of marketing
techniques.
Customer loyalty Customer loyalty can be determines as the
people choose and using particular shop to
buying particular products. Customer exhibit
their loyalty which made by the companies.
Certain products and brand extended in the
period.
Improving user experience In order to determines effective results, there
are so many ways can be implemented for
great development. In this way, different
roles need to be understand for products
which being used. Further, success also need
to understand design path with guiding the
features to accomplish success.
When developing effective digital marketing activity, it is important to take into
consideration being customer focused. In any business entity, the original gift is the high

number of clients who in turn bring in the high purchasing power in the company fewer
customers would defiantly mean less profit made in the business. Therefore, as the digital
platform takes over the economic world, it is important to have the customers in mind. Being
customer focused would mean developing less sophisticated technology platform from where
all the eligible customers can interact with the executives. The platform should be as well
flexible enough to contain the views of the clients with the view of making necessary
adjustments on the digital platform. Understanding customer behavior is a robust procedure
which requires close enginemen to get their points of view. Effective digital marketing
activities need the opinion of the customers as to what should be incorporated in the digital
platform and what should be excluded. The customers, for example, are aware of which
digital machines including phones they can use to access such information and therefore it’s
important to have their ideas heard. Once the customer’s views are understood, the digital
platform would be generated in such a way that it serves both the interests of the company
and that of the customers. The integration of these two ideas would ensure robust and
dynamic websites, for example, are created for ABC Company.
There are some theories which have been put forward to expound on the digital marketing. A
case in place is the Network theory. This is a type of theory which studies the relationship of
all sorts, be it between people or things. Social network analysis is an overlapping tool for
learning patterns that develop a social network and how they influence human behavior.
Companies borrow the same analysis when developing the digital platforms to understand the
customers before further development commences. Clients in a deeper meaning also form
part of the integrated society which also form a network of its type. The same courtesy in
understanding the customer needs when it comes to digital marketing is also extended to the
stakeholders. They too need to be regarding the developing technology to understand the

deeper insight of the company’s management. Effective digital marketing activities require a
deep understanding of the digital platform used.
Task 2 Report
(a)
Strength and weaknesses of the organisation
Strengths Weaknesses
 Performances of the organisation
carries by premium suppliers for
automative coatings which is known
as the product quality and customer
satisfaction as well.
 The ABC Company has more than
60,000 employees are work together
in more tha 80 nations.
 Geographically, the company has
diverse that assists grow and reduce
impact of slowdown in the nation.
 Due to stiff competition, market share
of the company is stagnant which
relatively stagnant economies.
 Automotive coating developed in the
many countries who working
industrial and as the decorative
segments industry.
ABC Company researchers have cut years off the research work and development time
needed for getting the new plant breeds in the market. The digital migration has enabled the
company to use robots and automation instead to perform that task instead. The robots
retrieve microscopic plant samples and extract DNA. This assists greatly in delivering the

genetic signals to plant breeders in the greenhouse. As a result, there is a rapid sprouting of
genetically modified organisms whose information are fed into the web servers directly for
access. The introduction of technology at ABC Company fifteen years ago resulted in 70
percent of the principal financial groups being considered transactional workers. Technology
took over some lower-level jobs as the customers began accessing some account information
online and completing the transactions themselves. Another current use of digital marketing
in ABC Company is the Encirca services. This a digital marketing platform which for
decades has journeyed with ABC Company to help the company remain profitable and
sustainable. The digital evolution in agriculture benefits pioneer in many ways. First, the
digital marketing products are sources of revenue while strengthening the customer relations
and routes to a modern market. Second, many customers as mentioned before can access
information from the websites which are vital for market planning and projection. Finally,
most of the transactions are done using the digital electronic machines, and this enhances the
validity of the process, accuracy, and accountability.
(b) Monsanto Company is the largest competitor of ABC Company. They just as ABC
Company enjoys a broad use of digital marketing. They are using digital marketing in seeds
and genomics segment, research and development, distribution of products and agricultural
productivity segment in general. Most of the customers generally interact with the executives
of social media platforms and also for the company’s websites. Therefore, it is the good for
the business to make effective communications' strategy for the company, Monsanto has aims
at educating the world about their products and the agricultural biotechnology in general. The
company has some teams structured around the audiences so that it ensure high competencies
in it. These teams ensure completeness is the information circuit either via the digital
platform or the usual way.

Monsanto has the effective knowledge about customer so that it is the biggest
competitor of our chosen enterprise. They are determines effective services as compare to
ABC Company which make high revenue and profits in functions and operations.
The digital platform for Monsanto Company works wonders because the online team ensures
every question from a client is addressed by the team of experts who are always online except
weekends. Their pricing policy in digital marketing demands that the price of the products be
expressed in strong currencies known globally, for example, the dollars. Monsanto has an
elaborate distribution policy in its digital marketing. In the online system of Monsanto, the
digital market distribution channel follows two intermediaries between the producer and the
final consumer. First is the E-commerce store which commercializes the products and the
Courier. The Courier here is the company which ensures the agricultural products are
transported from the online warehouse to doorstep of the consumer. Again in the promotion
policy in digital marketing is well enhanced at Monsanto together with online sales
promotion, the search engine optimization (SEO). There is also good public relations in
Monsanto’s digital marketing though this is a virtue they share in common with ABC
Company.
(c) About Monsanto, ABC Company Company needs to make some adjustments to offer
fair competition globally in terms pod agricultural products. Firsts, the online digital
marketing system should have the search engine optimization. SEO plays a dominant role in
the digital promotion since it influences the position of the digital channels available to
organizations such as websites, blogs, and other social networking accounts. The DuPont
digital marketing system should also have much of the sales promotion rather than an
advertisement. The advertisement is good, but too much of it may even raise a question of
credibility on the frequently advertised product. On the issues of the promotion policy, both

companies are at par although much is still need in DuPont as far as the establishment of real
concrete metrics to measure the results of the undertaken communication campaigns are
concerned. There should be a proper configuration of the buyer persona using the Google
analytics at ABC Company. DuPont also should have the constant online team of IT
professionals who ensure no question from the client goes unanswered. This will ensure ABC
Company company is set to the overtaking lane concerning services delivered.
Validity ABC Company carefully determines terms
for the visitor agreements. It is legally bound
with agreements which need to be read
carefully. In order to using the website,
subject posted with terms and guidelines
which applicable for the services that
available for privacy statements. Terms are
use to incorporated through reference as they
are fully set for specific visitors agreements.
Reliability Reliability is the quality which being
trustworthy and performing consistently very
well in systematic way. It includes reliable
information which include degree to which
results included such as measurement,
calculation, specification which being
accurate.
Effectiveness Effectiveness includes degree which includes
something that successful operating to
accomplish desired results and success. It is

the best way to considered efficiency in the
business unit.
Applicability Applicability is the quality which being
relevant and appropriate for developing
effective functions in business unit. It is
applicable to raise questions that
implemented with local laws to act and
committed with other people.
Task 3: Digital Marketing Plan
a) Digital marketing objectives focused on online customer experience is ideal for online
customer experience. One of the aims is to reduce the bounce rate. Bounce rate is the people
who enter the company’s site and leave or bounce. These individuals leave, and they don’t
continue viewing other related pages on the websites (Kehinde, 2011 p. 70). This is an
important measure of the quality of the site. This is because all businesses want their visitors
to stay intact and complete actions initiated. Such actions may include, purchase, contact or
download on their websites of activities. The lower the bounce rate, the better the websites
and this implies the website is robust enough to contain the visitors. Researchers say a bounce
rate below 50 percent is good. However, this differs from business to business. In ABC
Company, a bounce rate of below 30 percent is considered great because the company faces
stiff competition in the agricultural sector. Another objective is increasing the organic traffic
volume. Organic traffic is a natural traffic from the search engine result pages. This is
considered a free traffic and distinctively deferent from the paid traffic. The organic traffics
in companies like ABC Company is achieved by high search engine rankings through the
implementation of the search engine optimization. This is an objective which will ensure the

company obtains the robust SEO. Achieving the high organic traffic volumes encompasses
making changes to the company’s website that improve the rankings and including key words
in the content.
b)
SMART objectives
In order to determines effective functioning, following recommendations can be
implemented in business:
Specific: SMART goal include specific element which
determines ore specific description which is
bigger chance to clarifies differences in order
to create new software product. It includes
things that exactly want to accomplish that
are setting as goals and objectives of ABC
Company.
Measurable: Measurable goals means that people identify
exact things which they can see, feel and
hear. Therefore, company will easily
accomplish goals and objectives in
significant manner. Therefore, ABC
Company need to collect evidence that make
healthier lifestyle to refining the results.

Achievable Achievable means investigating the whether
goals are really accepted towards the
organisation. It includes efforts, time and
costs which would be taken against profit and
other obligations on the priorities level in a
life. Time money and talent included to reach
for certain goals.
Realistic Realistic element include actually assessment
of running multinational business which is
famous and cater to develop skills in the
team. Due to lack of resources, ABC
Company unable to get their objectives
which behind the goals.
Time bound: Time bound includes activities and time for
each. Therefore, ABC Company can
accomplish their targets which could be set
with developing of output and input.
The digital marketing mix of tactical activities at ABC Company mainly revolves around the
7Ps since all the seven tactical aspects under discussion begin with letter Ps. The
recommendation on the digital marketing mix is to know what products or services are the
company going to offer. The products and services must be aligned with the digital
perspective to consider the future benefits and to determine the potential spin-off products of
services. In ABC Company, the spinoff products include specialty products, material science,

and agriculture. The industry should, therefore, use much of the technological aspect to create
global leaders based on the strong industrial logics and to nature industry leaders focused on
core competencies. The company should have in place a low-cost integration and innovation
combined with expanded customer offerings in the major growth sectors. The intended spin-
offs are described better in the diagram below.
Another recommendation is on the pricing of the products and services. Price forms the most
critical part of the marketing mix. Choosing the right prices and will make the business grow
and make profits and builds a strong relationship with other business partners. The websites
should be incorporated such that each price of any single commodity is available on the
website and can be obtained using the search engines. The company should also create the
online virtual stores like the eBay to act as distribution channels. This will help the company
to position itself in the marketplace. And lastly, the company should partner with the online
shopping partners like the Amazon to have their products delivered to customers upon online
purchasing of goods and services.
c) Monitoring and controlling the activities needed to accomplish goals and with
implementation of KPI such as websites page viewer who posses quality to ensure proper
functioning in business. With the help of several tools such as google analytic, ABC

Company can be measure customer experiences. For instance, satisfaction survey before and
after the plan.
The essential metrics required to control the recommended settings effectively depends on the
traffic parameters. In this metric, the total site visits and the emails are considered to monitor
and track over time to give a rough idea of how useful the recommendations are driving the
traffic. Traffic by source or channels is another essential metrics to control the direct visitors,
organic search, referrals and social media in general. Another method is to determine the
number of new visitors versus the number of return visitors (Andrews, 2017 p. 287). This
distinction will help in tracking the return visitors and indicate the usefulness of the quality of
the recommended digital marketing mix. Are the recommendations sticky enough to retain
visitors on the site? If this question is answered, then the suggestion is good enough. When
this tracking is done a week over, and month over month, then the recommended digital
marketing mix is performing to the expectations. The brand awareness metric tracks how
people hear about your brand on social media and search engines. Monitoring the customer
lifetime value will also assist in measuring the amount of gross profit that is generated a
customer over the entire period they do the customer. Measuring the ratio of lifetime value to
customer acquisition costs would give the relationship between the lifetime value of a
customer and the cost of acquiring that particular client. The measure of interactions per visit,
time on site, bounce rate exit rate and mobile traffic is all methods that could be used to
control and monitor the recommended digital marketing mix.
Digital Marketing Plan
SMART Objectives

Marketing is a rather critical concept for ABC Company because it needs to
raise awareness about its products and services. Therefore, it is necessary to come
up with several SMART objectives intended to organize the movement and establish
the direction in which the organization has to go. The organization reviewed within
the framework of this paper is ABC Company. A number of SMART objectives will be
developed and the 5Ss will be used.
Increase Sales
Evidently, the first goal of high importance that should be reviewed by ABC
Company is the attempt to increase sales. This SMART objective is expected to
drive business and improve financial state of the company. The very first thing that
ABC Company is expecting to see is a flawless return on investment. This
supposition means that the increase in sales will be triggered by efficient marketing
strategies and will exceed the costs of the latter. The company will have to come up
with a series of specific marketing subgoals if they are willing to promote their
business. Here, the problem consists in the fact that merely stating an objective of
increasing sales is not a sufficient measure within any given business framework.
For instance, one of such specific objectives is to increase the sales among major
companies operating in the seed industry by 15% by the end of 2017 (August 1st –
December 31st).
Expand Merchandise Awareness
The second SMART objective that is reviewed within the framework of this
paper relates to the efforts that are made by the company in terms of expanding
product awareness among all the types of customers. ABC Company should be
interested in reviving the attention to their products and coming up with a vibrant
slogan that may spark interest in the customers. Here, the driving factors are the
customers’ attitude toward the company’s products and the possibilities to change
the latter. ABC Company and its Russian department may also be interested in
rolling out a campaign based on the slogan. In perspective, increasing merchandise
awareness can become one of the factors that contribute to the improvement of the
awareness rating of the company. This can be done both by online and offline
marketing. Offline -expanding of regions covered by AgroAcademies. Education of
farmers showing methods of rising harvest with Pioneer hybrids. Online: going live

with translations of AgroAcademies and other presentations on YouTube channel,
promoting website through AdWords, direct mailing of news and invitations for the
events. The timeline for this objective is the period from September 1st to November
30th.
Brand Management
The third SMART objective that is relevant within the framework of creating a
digital marketing plan for ABC Company is brand management. The company should
be interested in creating and maintaining a certain image in the minds of its
customers in order to remain prominent in the community. For instance, ABC
Company can make the best use of advertisements that are based on the company
colors and strong messages instead of focusing on the process of promoting certain
products or services (this particular objective can be reached within the time frame of
two months – from August 1st to September 1st). The ultimate goal of the company
should be worldwide recognition that can be achieved without any further
explanation (for instance, meaning that the name of the company could be removed
from the logo, but the customers still would be able to recognize it). The combination
of these three SMART objectives will help the marketing department in terms of
maintaining the existing levels of performance and recognition.
Seven P’s
Product – ABC Company expects to provide the customers with the new
products based on soybeans and sunflower seeds. This P is based on the needs of
the customers and the products that are popular in the area. Meeting the
expectations in terms of the product mix is one of the key goals of ABC Company.
Place – ABC Company has only three warehouses over Russia. On
transferring sales model to direct sales its needed to build a chain of warehouses
closer to customers what can make decrees logistics costs and time of delivery.
Price – when working on the pricing strategy of ABC Company, the marketers
are interested in coming up with a price list that represents good value for customers’
money. The company does not aim at making their products the cheapest on the
market. Instead, ABC Company expects to prove that their products are worth the
money that is spent on them and make their customers happy (even though they
may pay a bit more than the customers that prefer products of other companies).
The main issue is not stable ruble, main plan is to “freeze” convertible rate for every
three months. One of the ways to improve the pricing strategy is to introduce a
difference between online and retail prices (meaning that the former will be lower
than the latter).
Promotion – here, ABC Company is interested in advancing its PR and
promotion strategies because the way in which customers interact with businesses
has changed critically over the last decade. There is a variety of tools that can be
used by the company to increase performance and expand the reach. It is also
important to mention that promotion strategies should be able to convey all the
necessary information and appeal to the customers’ emotions. The concept of
earned media can be used by ABC Company to trigger numerous reposts, retweets,
and other acts of sharing information. By going viral, the company will be able to
enlarge its customer base and cover more regions. Therefore, it is important to

realize that the concept of owned media should also be taken into consideration. The
more owned media ABC Company will have, the more options will be available to
them in terms of marketing and conquering the market: updated web-site, YouTube
channel, twitter, Facebook. The concept of paid media (pay-per-click, for instance)
is the third option that is available for the company. Here, ABC Company can pay for
advertisements that will be oriented at their potential customers.
People – it is evident that ABC Company is not an exception and seriously
depends on the human resources that are currently available within the given region.
Therefore, it is critical to find team leaders and managers that will be responsible for
maintaining the progress of the organization. The product mix of the company will
also be seriously impacted by these decisions as the set of services that are
provided by ABC Company may be changing recurrently.
Processes – here, the core goal is to make sure that the services that are
provided by ABC Company are of the highest quality possible and totally satisfy
customers’ needs. The existing marketing strategy should be based on the
supposition that the company’s customers should receive products that are worth the
money being spent on them. Also, the management will have to review
transportation services and opening new warehouses for better logistics.
Physical Evidence – in the case of ABC Company, the customers will receive
specific seed products that will serve as a “physical product” that validates the
relationship between the organization and its clients. The deal between the two
actors should be tangible and supported by a set of official documents that certify the
purchase and specific Dupont guarantees that are intended to strengthen the
customers’ faith in the high quality of the company’s products.
Measurements
There are numerous measurement variables that can be used by the
managers to assess the organizational performance of ABC Company within the
framework of the current project. The first proposition is to launch AdWords
promotion of the company’s website and run the process of SEO optimization (see
Figure 1). This is going to allow ABC Company to measure their reach and scalability
of their business within the Russian environment.

Figure 1. Google Analytics.
The instrument that will be used to evaluate the performance of the website is
called Google Analytics. It also provides the end user with the possibility to export a
report regarding the website’s performance. The company will also be interested in
measuring the number of people that are interested in learning more about ABC
Company. The target market of the company are farmers and agro holdings. Another
important variable that will be taken into consideration is the data contained in the
forecasts regarding financial statements of the company. This particular variable will
seriously rely on the specifics of the given region. Another vital area that requires
attention from the managers of ABC Company is the development of a mobile app.
In terms of measuring the company’s performance, it will allow the administrators to
collect necessary feedback and generate reports that will explicitly showcase the
company’s overall level of performance. This application will be aimed to provide
both company representatives and the customers with valuable statistics. It is also
important to save certain information in the system (such as the client’s name, a
detailed description of purchases, and the region where the client resides) so as to
generate informative reports. The contacts will be separated via regions so that the
company has the opportunity to evaluate the popularity of certain products in
different regions. Also this app can be used in preparing allocations and possible
needs of each farmer. This can be used in planning of import for the coming sales
season.
Based on the customers’ preferences, ABC Company will be able to develop
custom marketing plans for each zone of Russia. The company may also be willing
to design vivid and informative brochures and catalogs that will be sent directly to
clients. ABC Company will be able to measure their impact on the number of (loyal)
clients and see if their customer base expands owing to the distribution of additional
materials. The company may also make the best use of the FAQ that will save
customers’ time and critically reduce the load on the employees in terms of customer
support. It may be interesting to see how the introduction of FAQs minimized the
number of unsatisfied customers and unanswered questions. The last measurement
opportunity that is reviewed within the framework of the current paper is the

production of academic textbooks. By doing this, ABC Company expects to extend
its reach and become a well-known company in Russia. The rationale behind
introducing this aspect of measurement is the creation of a positive brand image that
is going to be beneficial for ABC Company that is aiming at conquering the Russian
market.
Tactics and Budget
In order to increase recognition and find new opportunities of promoting the
company, Dupont will provide webinars for those who cannot attend field Agro
academies. Another part of the digital marketing plan that can be useful in terms of
measuring the company’s performance is direct news distribution. This will help the
company to see which of their customers are interested in reading their latest news
and recommendations. The budget of the company will include a 5-month plan
focused on its online presence and digital marketing (see Figure 2). Specifically, by
the end of the year, the company expects to increase the number of authentic
followers on social media by at least 10.000 individuals and other companies.
Figure 2. Gantt chart.
References
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education. pp. 287
Dahlén, M., Lange, F. and Smith, T., 2010. Marketing communications: A brand narrative
approach. John Wiley & Sons. Pp 65-67
Kehinde, O.J., 2011. Integrated Marketing Connnunication: A Catalyst for the Growth of E-
Business Management. The Social Sciences, 6(4), pp.64-73.
Gambetti, R.C., Graffigna, G. and Biraghi, S., 2012. The grounded theory approach to
consumer- brand engagement. International Journal of Market Research, 54(5), pp.65-
68.
Percy, L., 2014. Strategic integrated marketing communications. Routledge. Pp 34-36.