Digital and Data-Driven Marketing

Running head: DIGITAL AND DATA-DRIVEN MARKETING
DIGITAL AND DATA-DRIVEN MARKETING
Name of the Student
Name of the university
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1DIGITAL AND DATA-DRIVEN MARKETING
Executive Summary
This report discusses on the strategies and the communication plan of the usage of Instagram
stories in the process of marketing promotions and the budget plan have also been included.
The paper deals with the campaign procedure and the plans related to the same and thereby
concluded by suggesting some recommendations on the same. The report mainly focuses on
the data which state the rate of popularity of Instagram and also includes a comparison of
Instagram with its contemporaries. The added features that have aided the purpose of
marketing have also been discussed. The key performance indicators have been included as
well in the paper along with a brief discussion on the various factors on which the campaign
depends.

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Table of Contents
Introduction................................................................................................................................4
Reasons for using Instagram stories in the marketing strategy..............................................4
Objectives of the report..............................................................................................................5
Overview of the Instagram Company........................................................................................5
Comparison of Instagram with its contemporaries related to marketing strategy.................6
Campaign plan for making use of Instagram stories in marketing strategy...............................7
Factors on which the campaign plan depends........................................................................7
The users............................................................................................................................7
Type of Content..................................................................................................................7
Engagement Rate...............................................................................................................8
Brands on Instagram..............................................................................................................8
Strategies for the campaign plan................................................................................................9
Communication Plan..................................................................................................................9
Key Performance Indicators.....................................................................................................10
Budget for the Campaign Plan.................................................................................................11
Data Strategy............................................................................................................................11
Target audience and business segments...............................................................................11
Type of business...................................................................................................................12
Size of the business..............................................................................................................13
Startup Statistics in UK........................................................................................................13

3DIGITAL AND DATA-DRIVEN MARKETING
Usefulness of using Instagram stories..................................................................................14
SWOT and PESTLE Analysis of Instagram Company............................................................14
Campaign Idea and the strategy...........................................................................................15
Test plans and learning plans...............................................................................................16
Conclusion................................................................................................................................17
Recommendations....................................................................................................................17
References................................................................................................................................19
Appendix I................................................................................................................................23
Appendix II..............................................................................................................................25
Appendix III.............................................................................................................................26
Appendix IV.............................................................................................................................28
Appendix V..............................................................................................................................29
Appendix VI.............................................................................................................................32
Appendix VII...........................................................................................................................36

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Introduction
Considering the digital world, the vital goal of marketing is getting access to a 360-
degree view of the customers along with the ability to meet the needs of the customers
because every individual customer is important for the success of the business. In this era of
digitization the customers are making use of more and more channels, switching in between
the devices while making a single transaction thus generating volumes of consumer data.
Digital and data driven marketing is a new and modernized way and with the increasing
numbers of the users using the social media network it serves as a perfect platform to
showcase the products and best place to promote new arrivals. Instagram stories has been
added as a new feature in Instagram application where the users are able to capture and post
images as well as video content in slideshow format and modifications can be made
according to the requirements or purpose. In this paper the topic of discussion is the
campaign plan that needs to be adopted to convert 25,000 small business advertisers on
Instagram to make use of the new feature that is Instagram stories for their product promotion
and reaching the target audience.
Reasons for using Instagram stories in the marketing strategy
There are many reasons for the Instagram stories being used as marketing strategy and
some of them as per the research done by Ashley and Tuten, (2015) are as follows:
1) The popularity of the feature and its effectiveness and the data as found form various
studies proves that the average time that the users spend on this platform since the new
feature was added is 28 minutes and one-third among the users watch the stories almost every
day (Heinze et al., 2016).

5DIGITAL AND DATA-DRIVEN MARKETING
2) As per the research done by Järvinen and Karjaluoto, (2015), studies show that the 20% of
the stories which are posted by the businesses produce a result that is direct interaction with
the users.
3) More than 10,000 followers on Instagram, unlocks some additional features that include
posting link with the stories and thus the customers can access the link directly (Ryan, 2016).
4) The live Instagram stories is an emerging trend and the consumers are attracted to the live
streams and the events, host sessions can be steamed live that will attract the customers
(Chaffey and Ellis-Chadwick, 2019).
Objectives of the report
The main aim of this following portfolio is as follows:
1) To find Marketing Mix strategies for almost 25,000 companies to make use of the
Instagram stories as their advertising medium.
2) To provide instances in support of the marketing strategies those include Instagram stories.
3) To show how Instagram stories can serve as a powerful tool in creating good content and
enhancing the growth of the business.
Overview of the Instagram Company
Instagram Incorporation is the developer of Instagram, which is a mobile application
that is Web-based and allows its users to share pictures or video, upload the posts applying
various available filters. It is also linked to the users Facebook, Twitter and Flicker profiles.
The firm aid its users to view, like and comment on various posts that are shared by the
friends in their profile. The application is compatible with Windows Phone devices, Android
and Apple iOS and started its function in the year 2010. The headquarters of this company is

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in San Francisco, California and it operates as a subsidiary company of Facebook, Inc. The
users of the application can share their posts publicly or with their followers those who had
been previously approved. Users can search for their friends and browse profiles and tag their
friends in different posts. Many features have been added since its development and recently
it has added the feature of “CloseFriends” that enables the user to keep the stories private. As
per the research done by Agam, (2017), it has been showed that 50% of the engagements of a
post uploaded in Instagram happen within 72 minutes of the publication of the post and 95%
within a week. The usage of the Instagram posts thus prove to be a powerful tool in case of
advertising and promoting businesses and new ideas related to the same. Instagram has
proved itself to be one among the best social networking sites especially for the marketers
and the advertisers owing to the huge number of users approximately counting to 800 million
and form these 500 million being active on daily basis. It addresses audience that is wider
than that of Twitter and Snapchat combined together and a growing number of audiences
with every passing day. As per the research done by Manikonda et al., (2015), more than 70%
of the businesses in US have started using Instagram as their business platform considering it
as their primary social media network in case of marketing. It can be well understood from
the fact that at present 7 out of 10 hash tags have been branded already.
Comparison of Instagram with its contemporaries related to marketing strategy
Social media has been an important platform for marketing of various brands owing
to their popularity and growing number of users. The trend started form the early 21st century
and gained pace with applications such as Facebook and Twitter. As per the research done by
Latiff and Safiee, (2015), it was in the year 2010 that Instagram made its mark in this sphere
by providing the unique way to the marketers for staying in touch with customers by making
use of pictures and catchy captions gained their trust. At present Instagram has become a
trend worldwide and it targets almost all sections of society thereby making itself a platform

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that is favoured by the marketers to promote their products. As per the research done by Ting
et al., (2015), due to the increasing number of users and the craze it created made Facebook,
the social media giant to acquire it and convert it in proper way to a platform that proved
effective for the small scale companies mainly to bring in growth in their businesses. Since
then it has been a significant platform for the companies to make business communications.
As per the research done by Vásquez and Escamilla, (2014), Instagram has made it to the
marketing world by its interactive media such as images, videos and stories bearing catchy
captions that attract the customers to the brand and provides the facility to the wide range of
audience to give their valuable feedback and comments. These characteristics and growing
number of users has made it a powerful marketing tool and it has surpassed its
contemporaries.
Campaign plan for making use of Instagram stories in marketing strategy
Factors on which the campaign plan depends
The users
As per the research done by Burns, (2016), it is approximately 79.98% of the
Instagram accounts that are personal while 17.7% are generally private and the remaining
2.3% are the account of the business organizations. The growth in the number of the profiles
of businesses over the past few years and the noticed increase is almost 66% from the month
of July to that of November in the year 2017. As per research done by De, Cauberghe and
Hudders, (2017), with the added insights and Ads available for the Business profiles, this
recorded count is being predicted to increase even more thereby acting as a powerful tool in
the sphere of marketing.