Digital Marketing

This document discusses various digital marketing strategies and campaigns for promoting menstrual cups. It covers email marketing, social media marketing, website marketing, and the use of analytics to measure campaign effectiveness. The document also includes a profile of the client, keyword planning for the campaign, and a bibliography.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING
Task 2 – Action Plan for a Digital Marketing Campaign for Menstrual Cups
1. Email Marketing
Objectives
To promote the use of menstrual cups of women of every age group, from eighteen
years to fifty years.
Actions
A hundred email messages have been sent out to prospective customers by securing
their email addresses through an online database.
KPI’s
The key performance indicators for the email marketing campaign include site traffic,
click through rate and delivery rate.
Goals
To encourage the use of menstrual cups among a wide range of women in a short
period of time
Measurements
Successful analytics have been measured based on the number of times the company’s
website has been viewed via the email messages sent out.
Spend
No financial resources were spent on this email marketing campaign.
2. Social Media Marketing
Objectives

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The objective of the social media marketing campaign is to reach out to as much of
the target audience as possible and promote the use of menstrual cups through the use of
platforms such as Facebook, Twitter and Instagram.
Actions
Facebook
A separate page will be created of the company on Facebook that will give viewers an
idea of the Company, its history and the products that it deals in.
Twitter
An account will be created for the company on Twitter that will contain detailed
information about its products along with aesthetically pleasing images.
Instagram
The Instagram page for the company will contain photos of the menstrual cups that
are being advertised in a manner that it is not graphic or repulsive. The key benefits of using
menstrual cups will be highlighted through photographs on the Instagram account.
Instagram
KPI’s
The key performance indicators that will be used for social media marketing are
engagement and outreach.
Goals
To get as many women as possible to use menstrual cups by disseminating knowledge
about it through social media
Measurements

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Measurements are done on the basis of the number of likes that the social media page
of the products gets
Spend
No financial resources were spent on this marketing campaign
3. Website Marketing – SEO
Objectives
The objective of website marketing is to attract the attention of customers online to
the use of menstrual cups through the use of target keywords in the content on the website of
the product
Actions
Use of targeted keywords and the strategic placement of such keywords in the content
of the website of the company that is marketing the menstrual cups, that is, The Sanitary
Foundation.
KPI’s
The key performance indicators that are used for determining the success of website
marketing are rank and visibility. An attempt will be made to see how high up the website of
the company ranks on search engines such as Google.
Goals
To encourage the use of menstrual cups among the target audience
Measurements
The success of this campaign is one that is measured on the basis of the number of
times that the company website is visited by users of the web.

4DIGITAL MARKETING
Spend
$ 500 was spent in the recruitment of a search engine optimization expert who use
targeted keywords and generated content for the website that would draw the attraction of
users of the web
Task 3 – Blogging
Blog 1
March 5th 2019
Sanitary menstrual cups are an effective way to maintain hygiene during
menstruation. Are you tired of feeling wet and in pain during your periods? Then you can
take recourse to the use of menstrual cups to manage the pain while controlling the blood
flow quite effectively.
Blog 2
March 6 2019
A useful way to deal with menstruation today is to use menstrual cups for this
purpose. Menstrual cups are quality sanitation devices that keep you secure and comfortable
while your periods are on, and while saving you quite a bit of money as well.
Blog 3
March 7 2019
There can be no better way to handle period pain today than by making use of
menstrual cups. These are made of hygienic material, are safe for all skin, are durable and
affordably priced and provide you with a one stop solution for dealing with your periods.
Task 4 – Using Analytics to Measure the Effectiveness of Social Media Campaigns

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SEO
When search rankings are poor, analytics can be improved by using strategic
keywords in website content to direct enough traffic to the site.
Online and Offline Campaigns
The radio and print posters are likely to be received well by the audience if people are buying
these offline and online in large numbers.
Dwelling Times
Dwelling times can indicate which parts or web pages of a social media campaign is drawing
the attention of a viewer the most, causing him or her to spend more attention to it than other
parts of the same campaign.
Bounce Rate
Prioritizing visible content is an effective way by which bounce rate can be avoided
Email marketing campaign
When email marketing is generating low users, the problem can be resolved by including
more links to the company page in the email marketing messages, and making the email tag
lines more catchy and attractive to make these viewed more readily.
Task 4 – Creating a Profile for the Client
1. The client is the Sanitary Foundation which manufactures menstrual cups
2. The client needs to make use of social media marketing strategies to market its
products effectively
3. The marketing campaign will help the company to make its product known to largest
number of buyers in the shortest time span accompanied by instant sales

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4. The digital marketing strategy will include advertising the purchase of the menstrual
cups on social media platforms such as Twitter, Facebook and Instagram
5. The campaign will be carried out over six weeks. The first week will focus on
Facebook, the second week will focus on Twitter marketing and the third week will
focus on instagram advertising. Weeks four to six will be spent in viewing web
analytics and customer responses via facebook pages
Task 5 - Keyword Planning for the Campaign –
Fifteen words that are likely to do well for the campaign are as follows – menstrual, blood
flow, pain, cost effective, cramps, agony, cheap, plastic, tampons, hygiene, safety,
painless, skin friendly, soft, water
Top keywords are as follows –
Hygiene
Cheap
Cost effective
Skin friendly
Water

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Bibliography
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Kannan, P. K. "Digital marketing: A framework, review and research agenda." International
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Ryan, Damian. Understanding digital marketing: marketing strategies for engaging the
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Stephen, A. T. (2016). The role of digital and social media marketing in consumer
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Taiminen, HeiniMaarit, and HeikkiKarjaluoto. "The usage of digital marketing channels in
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Todor, Raluca Dania. "Blending traditional and digital marketing." Bulletin of the
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