Digital Marketing with Advertising and Digital Communications

This report on Desklib covers digital marketing with advertising and digital communications. It includes research about clients, current and potential audience, marketing objectives, campaign ideas, media plan, and measurement tools. The report focuses on Ben & Jerry ice-creams and their target market of middle-aged urban society under the age group of 24. They want to capture the market area which involves youth as well as elderly people of high income group. They want to increase their market share by 10% within 6 months. The report also includes SMART marketing objectives of Ben & Jerry and measurement tools for review of success.

Digital Marketing with
Advertising and Digital
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Research about the clients...........................................................................................................3
Research for current audience and consider potential new customers which organisation wants
to acquire. Is this brand awareness or about new product launch...............................................3
Key insights of the customers which organisation wants to connect through media campaign. 4
Formation of marketing objectives.............................................................................................5
Create a campaign idea and analyse creative idea......................................................................5
Create media plan using relevant channel...................................................................................8
Measurement tools for review of success. .................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................11
Books and Journals...................................................................................................................11
Online........................................................................................................................................11

INTRODUCTION
Digital marketing is also known as online marketing which assist organisations in
promoting their products or overall brand into the market (Hanlon, 2019). This report is based on
Ben &Jerry ice-creams which is an American company involved in manufacturing of sorbets,
ice-creams and frozen yogurts. This report will include about research about the clients and
identification of the operation in which business deals. It involves research of current audience
along with potential audience and the audience which organisation have to acquire. Different
tools are used in order to gather the data about the customers and media campaign is used for
building connection with customers. A campaign idea is generated and media plan is produced
with the help of channels and measurement tools are used in order to review the campaign
success.
MAIN BODY
Research about the clients
Ben & Jerry Ice-cream offer their products for the segment of middle aged belongs to
urban society under the age group of 24. Ice-creams of Ben & Jerry are relatively of higher price
which cover affluent customers. The expectations of the customers towards ice cream are very
high which makes them willing to pay expensive prices (Krishen and et.al., 202). The quality of
ice-creams which The values that are exhibited by Ben & Jerry offer to their targeted customers
justify their prices which assist them in maintaining their brand image. The values which they
includes in their business majorly focus on making the world better place. The core values of
The values of Ben & Jerry consist dignity and human rights, economic & social justice,
protection of environment along with regeneration and restoration. The organisation offers
products which are their premium ice-creams, non dairy products, frozen yogurt and many more.
Research for current audience and consider potential new customers which organisation wants to
acquire. Is this brand awareness or about new product launch
Ben & Jerry ice-creams target the youth segment which belongs to upper class as they
offer ice-creams at premium prices. They have majorly acquired cosmopolitan city as they are
majorly brand conscious people. The targeted customers falls under the category of below 24
who consumes ice-creams on regular basis. According to the current trends of society, health

conscious individuals become the potential customers of Ben & Jerry. They want to consume
ice-creams in healthier manner which lead to manufacturing of sugar free and gluten free ice-
creams (Liu, Perry and Gadzinski, 2019). They wants to capture the market which belongs to age
group of above 24 by providing healthier version of ice-creams. Ben & Jerry focus on the health
of society along with the taste which results in manufacturing of more nutritious ice creams
which can be consumed by patients of diabetes.
Ben & Jerry ice-creams wants to create brand awareness in market regarding their
products so that they can increase their market share. The untapped market of elder age group
can be easily attracted by offering healthy ice creams. Manufacturing sugar free ice-creams can
provide them opportunity in fulfilling their core values which includes maintaining healthy
lifestyle of society. They wants to satisfy the needs of customers in appropriate manner which
develops their brand image in positive way.
Key insights of the customers which organisation wants to connect through media campaign.
The identification of audience perception is important for an organisation in order to
serve their requirements. Ben & Jerry have researched their market where they have analysed
about the requirements of healthier ice-creams which can be consumed in the diseases like
diabetes (Matidza, Ping and Nyasulu, 2020). The media campaign can easily connect with the
audience by analysing their requirements towards the ice-cream which they offer. The media
wants to convey the information to the elderly age group people who belongs to upper income
level. This segment of society can afford premium and expensive prices which can increase the
profitability of organisation. With the help of extensive research, organisation have analysed
various insights which are mentioned below:
 Ben & Jerry have to focus on adding wide variety of flavours in their ice creams which is
required by the youth. They can use different flavours and can involve innovative ideas to
present their ice-creams in market which can easily establish their brand image in
targeted as well as in untapped market.
 The use of ingredients in ice-creams should be majorly focused by an organisation so that
they can do justice with the health of society (Nabieva, 2021). Novel Food Ingredients
Regulations should be followed by Ben & Jerry so that they can attract the customers
who are highly health conscious. Unique flavours with novel ingredient can rise the sale
of ice-creams in appropriate manner.

Formation of marketing objectives
This can be referred as actionable targets which are developed to provide specific and
clear actions along with overall direction. Ben & Jerry have developed their SMART objectives
which assist them in increasing their brand image in appropriate manner. It assist them in
providing all the necessary details which they can use for achievement of goals. The SMART
marketing objectives of Ben & Jerry are mentioned below:
 Specific: Ben & Jerry wants to capture the market area which involves youth as well as
elderly people of high income group. They wants to increase their market share by 10%
within 6 months.
 Measurable: Within 2 months Ben & Jerry have acquired 5% of market share
successfully which make them eligible for achievement of their specific targets.
 Achievable: Ben & Jerry can include sugar free substitute in their ice-creams so that they
can cover targeted market. They have to capture market within 6 months which can be
easily possible as half of their target is accomplished within 2 months.
 Relevant: The objective of Ben & Jerry can help them in achieving their goals by
providing sugar free ice-creams. It assist them in maintaining the healthy environment by
focusing on health of people.
 Time: The time period which Ben & Jerry have set for their marketing objective is very
appropriate as they have enough time to carry out research. They offer higher quality ice-
creams which take time and capital for manufacturing.
It is evaluated that their marketing objectives are very realistic which they can achieve
according to the prescribed schedule which they have set (Pandey, Nayal and Rathore, 2020).
Ben & Jerry contribute their positive value by contributing towards development of society.
They prevent people from consuming unhealthy substances which can results in negative
outcomes.
Create a campaign idea and analyse creative idea.
Campaign can be used by Ben & Jerry which can be referred as multi channel promotion.
It is an attractive manner to influence the mind of customers by sharing relevant information
about brand and products. Ben & Jerry have created campaign to promote their sugar free and

gluten free ice-creams so that they can contribute towards the development of healthy society.
They use natural sweetness which are healthier alternatives to manufacture their ice-creams for
people suffering from diabetes and health conscious people. They have initiated this campaign
with the help of attractive pictures which attract the mind of targeted audience. They have used
social media platforms such as Instagram as it is highly attractive platform for influencing
people. Every segment of society is active user of Instagram which makes it most appropriate
platform.
The campaign focus on the fulfilment of demands of the customers who are fitness freak,
health conscious and suffering from diabetes. Campaigns effectively engage the customers in
effective manner which assist organisation in creating their loyal customer base. They wants to

attract youth and elderly people by adding new flavours which are tastier and healthier. Ben &
Jerry uses sugar alcohols like maltitol, xylitol and erythritol which are great substitutes of sugar.
These are natural sweeteners which contains lower calories extracted from plants and berries.
The campaign will target all the cultural segments of the society which includes all the caste and
religions.
Create media plan using relevant channel.
Ben & Jerry used digital media platform for attracting their customers which is highly
effective. The media planned is prepared below:
Campaign
and
rational
Objectives Target
audience
Medium Content Run time Evaluation Estimated
cost
Ben &
Jerry have
used
various
social
media
plans for
The main
objective
of
campaign
is to make
people
healthy
The target
market of
Ben &
Jerry is
youth and
elder age
group
They have
launched
campaign
with the
help of
different
social
The
campaign
includes
knowledge
and
message
related to
Campaign
will start
in
September
and will
finish in
the month
Google
analytics
can be
used to
measure
the
customer
Cost can
be
involved
approxima
tely
$10000

their
customers
so that
they can
acquire
the large
market
share.
and assist
them in
maintainin
g healthy
lifestyle.
They
wants to
offer ice-
creams
which
diabetic
people and
healthy
conscious
people can
easily
consume.
people
from
higher
income
group.
media
platforms
such as
Instagram
and You
Tube.
health and
how
consumers
can
consume
ice-creams
while
maintainin
g their
healthy
lifestyle.
of
October.
engageme
nt.
Measurement tools for review of success.
 Social analytics: It provides organisation a quick facts related to the results of the
campaign (Puthussery, 2020). Ben & Jerry can easily understand the areas which require
improvements.
 Google analytics: It assist organisation in understanding the rate of people interact via
websites of an organisation. The number of visitors can be easily tracked with the help of
this tool.

CONCLUSION
From the above report it can be concluded that digital marketing is used by organisations
to advertise their products in their targeted market. The internet is used by marketer as a platform
in order to connect with their potential customers. This report have included about the target and
potential customers which organisation have to capture. A detailed research is carried out for
getting the customer insights which help in providing better services. The campaign idea and
marketing plan is generated to increase brand awareness.

REFERENCES:
Books and Journals
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Krishen and et.al., 2021. A broad overview of interactive digital marketing: A bibliometric
network analysis. Journal of Business Research, 131, pp.183-195.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for
luxury fashion brands in China. Journal of Brand Management, 26(4), pp.395-409.
Matidza, I., Ping, T. and Nyasulu, C., 2020. Use of digital marketing in estate agency industry in
Malawi. E-Learning and Digital Media, 17(3), pp.253-270.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
DEVELOPMENT. Theoretical & Applied Science, (2), pp.333-340.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Puthussery, A., 2020. Digital marketing: an overview.