Digital Marketing Campaign - Crème Crush

The role of digital marketing in the growth of the business is essential. Many organizations are taking advantages of the internet and promoting their business online. The aim

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Digital marketing

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 1
Executive summary
The role of digital marketing in the growth of the business is essential. Many organizations are
taking advantages of the internet and promoting their business online. The aim of the report is to
develop the digital marketing campaign for the crème crush.
Crème crush is the small size enterprise and looking for developing the digital marketing plan as
it is difficult for the company to afford the offline initiatives to grow the business. Hence the
report will provide the overall marketing plan and strategies. In addition, it will conduct
secondary research to cover the best marketing practices for the company. It will also critically
evaluate the measurement techniques and provide actions to improve the performance of the
Crème crush in digital marketing.

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 2
Contents
Introduction.................................................................................................................................................2
Digital marketing campaign for Crème crush..............................................................................................3
1. Development of Omni channel............................................................................................................3
Market research.......................................................................................................................................3
2. Digital Marketing strategy for crème crush and actionable measurement framework.........................4
Objectives and goals............................................................................................................................4
Categorizing the business objective.....................................................................................................4
Strategy Implications...........................................................................................................................5
Segmentation.......................................................................................................................................6
3. Marketing plan to build multi-channel capabilities..............................................................................6
A marketing plan with Channel strategy..................................................................................................6
Website................................................................................................................................................6
Email...................................................................................................................................................7
Mobile app...........................................................................................................................................7
Social media........................................................................................................................................7
4. Evaluation of measurement techniques and performance metrics........................................................8
Implementation and measurement techniques.........................................................................................8
Supply chain management...................................................................................................................8
KPI......................................................................................................................................................8
First visit metric...................................................................................................................................9
Returning Customer visit matric..........................................................................................................9
5. Critical evaluation of measurement techniques....................................................................................9
6. Set of actions to improve performance of crème crush in digital marketing......................................10
Conclusion.................................................................................................................................................11
Bibliography..............................................................................................................................................12

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 3
Introduction
In the recent past some years digital marketing become important aspect of any business, hence
the need of digital market is increased. Many organizations are increasing and expanding the
business into the international market (Hamilton, 2018). SMEs are also growing continuously
through providing their services and selling products online. However it is also very essential for
any business to make a right marketing strategy so that the business can easily reach that target,
operate efficiently and enter in the foreign market and move closer to their financial objectives
and achieve success (Sanchez-Torres, 2019).
Crème crush Ltd is the private organization based in UK. The company is the small size
organization and operates with the 2 staff members. The organization is working since 2016. The
main business of company is to provide food and services and mobile food stands. The
organization is listed as inactive (Companies house, 2018).
The purpose of this report is to make a digital marketing strategy or a plan so that the company
expands the business efficiently. In addition it will also include the marketing metrics and
different channels to evaluate the success and also identify customers and personalize their
experience.

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 4
Digital marketing campaign for Crème crush
Crème crush is the small size business located at UK. Organizations business functions include
takeaway food shops and mobile food stands with a staff of 2 members. The manager’s team is
around 50 percent of non-mangers and 50 percent of director level. Basically the organization
has Dessert shop (Companies house, 2018).
1. Development of Omni channel
Market research
Omni channel is the most useful way to sell the products or promote the products of the
organization. Since past, some years technology continues and business practices and marketing
strategy too. Omni channels marketing strategy includes digital interaction with the customers of
the company. Digital interaction such as social media and e-commerce integrates customer the
interpersonal interaction (Verhoef, 2015).
To expand the business Crème crush also can sell its products through Omni channels. An Omni
channel includes various channels such as social media and e-commerce websites and other
marketing websites such as amazon eBay and various others. However the company selling their
items such as ice crème, coffee and various others though home delivery (Crush, 2019). Yet the
organization has to develop the E- business strategy so that they can promote the business.
2. Digital Marketing strategy for crème crush and actionable measurement framework
Objectives and goals
The main objective of the company is to enter the international market with the least investment.
In addition, its major goal is to increase the customer base through the digital market. As it is
difficult for the small size business to afford the initiatives to grow the business that provides

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 5
little or no ROI (Kim, 2018). Hence the marketing through Omni channel brings large profit and
ROI with less investment. Crème crush has to make a company’s websites and provide the
products information to the customers.
Categorizing the business objective
As better customer experience one of the major aspects of any business and it help to sustain in
the competitive environment. Hence if the increasing customer base is important retaining
customers is equally important that is because of better customer experience, weather it is offline
or online (Kandampully, 2018). Hence it is essential for the company to interact continuously
with the customers. If the customer is unable to reach, the company has to provide such services
so that the customer instant gets information. In while doing this Crème crush also has to start
engaging customers through multi-channel which includes online, stores, over the phone or
through social media (Kumar, 2019).
Basically, Crème crush has to attract, engage, convert, and retain the international customer. In
order to do that the organization has to make an attractive website and provides all the
information about the company profile and areas of the operations. Website is the most
appropriate channel to sell the products (Liu, 2019).
Omni channel also includes Email; the Crème crush also provides information to customers to
solve all the query of the customers through emails. Social media also becomes an important
source for the promotion of the products of the company. To attract the customer many
organizations using Facebook as a promotion and marketing channel (Robertson, 2018).

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 6
Launching an app to keep updating to all the customers and promoting the company’s products is
also a part of strategy and goals. Increase the international customer base with the expansion of
business through online transactions.
Strategy Implications
More than 80 percent of people help visits these social media and company’s websites. People
will reach the company’s information and them through the company’s websites and mobile.
Through the mobile app, they can easily access the food and services by sitting at home. Also,
marketing analytics give access Crème crush to data about customers’ needs and enable them to
check weather information is appropriate, are they gathering traffic and drive the purchase of the
system (Chaffey, 2019).
However, there are many other challenges the organization is facing such as security risk is the
major challenges hence the company has to maintain some data security policies while
maintaining this.
Segmentation
After developing the strategy and set the goals Crème crush needs to measure how they will
figure out the progress against objectives, and how business doing after implementing the
strategy.
When it comes to customers, there are millions of customers visits the social media hence the
organization has to target those customers who often use the internet and youth one of most
activate users of the social media and apps.

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 7
3. Marketing plan to build multi-channel capabilities
A marketing plan with Channel strategy
As increasing the use of social media lead to increase the use of the internet, hence many
organizations are using social media to promoting the products through the internet. There are
various channels of marketing such as websites email print ad promotional event and mobile app.
Website
Crème crush has its own websites yet they need to add more information as there is only location
is given into the company’s website. Through websites, crème crush provides the products
information and can connect the customers and interact with them on the cross border. The
Crème crush has to provide all the news about changes and launching a new product. This will
help the company to raise awareness about the products and keep the customer updated about the
forthcoming changes as a result customer engagement will increase (Ainebyoona, 2018).
Email
Through Email Crème crush can update the customer from time to time. The company can email
those who are the least use of the internet but are connected to the company. This helps the
company to retain the customers for the long term. The organization can also provide some
discount offer to attract them.
Mobile app
The mobile app also becomes a major source of online business. Many organizations are
introducing their own app. Crème crush also needs to launch its own app. McDonald Pizza hut
and various other organization also launched the app and provide the home delivery to the
customers. Crème crush also can provide the services through the app. However, the

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 8
organization has to promote the app and for promoting the app the company can provide
information on their websites and social media pages. Also, they can offer free services such as
free delivery of food and other discount offers can also attract the customers (Conkinovska,
2018).
Social media
Crème crush reaches to their customer on their preferred channel as some use social media such
as Facebook amazon; hence the organization can get engaged with them where they prefer.
Multichannel marketing will enable organization to reach the different segment customer base.
More touch focuses implies more information. Nonetheless, since a multichannel approach just
intends to get the word out by means of the most extreme conceivable number of channels, the
information gives more data about the channel itself than the genuine client. Generally speaking
the organization needs to coordinate showcasing offices, comprehend the purchaser, build up the
multichannel stage and binds together better client experience.
4. Evaluation of measurement techniques and performance metrics
Implementation and measurement techniques
Supply chain management
After making strategies and setting goals for E-business the organization has to work on the
supply chain and integrate it. However, Supply chain includes some operations such as suppliers
and delivery boy. And they only extend cost advantages if a company has high transaction
volumes. The company also can tie up shipping solutions companies and make better supply
chain management (Ardito, 2019).

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 9
KPI
After implementation, the organization has to set key performance indicator such as How many
followers are there of the company’s websites. Driving traffic of the website of the company also
a KPI for a marketing campaign and look for increasing the social media reach. How many
followers are there on Facebook and Twitter or LinkedIn and how often they visit the website?
The Crème crush can increase traffic with constant publishing blogs and information. Also, they
have to promote content on social media channel.
(Insights, 2018)
First visit metric
The company has to measure that how many new visitors started following the websites and how
many people downloaded the app. They also has to determine that how to increase the user and
visitors, so that the organization increases the performance (Nissen, 2019).
Returning Customer visit matric
The Crème crush has to measure how many times and how many visitors return the websites and
use the mobile app. With this matric, the company also provides information about average
browse rate in the month if the average time they spent on the websites.

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 10
There are various other measurement metrics such as page views user of mobile app and most
visited pages exit and bounce rate. Google analytics can help the company to measure the
conversation rate of the campaign of the company such as the actual products sale, subscribes,
app downloader and various others (Chaffey, 2019).
Overall the campaign helps the company to increase the business in the local market and enable
to increase the profit and expand the business to the international market.
5. Critical evaluation of measurement techniques
Apart from the benefits, there are various factors that the crème crush has to analyze before
developing KPI to measure the performance. As these KPI typically needs pulling data together
from various sources such as various web channels. While developing KPI crème crush require
the involvement of IT and this results increased lead time and cost as well.
The organization should measure the same items in the same way; otherwise, the dialogue
centers on the validity of the data rather than what it means. Also, there are various tools to
create KPI such as IBM, SAP and various others. Yet these tools and they include various
functions that the company might not use.
Anyway, these difficulties can be defeated as the organization needs to build up the stage to
create KPI with the goal that it should effortlessly incorporate numerous information sources and
offer drill-down detectability to frameworks of record to respond to the inescapable inquiries
concerning were a number originated from. Crème pulverizes Use KPIs in a bigger program of
change that characterizes them reliably over the association. Also rather than spending money in
less useful tools the company has to bring in multiple data sources.

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 11
6. Set of actions to improve performance of crème crush in digital marketing
After developing and implementing the strategy the company has to measure the performance
and later develop the performance strategy. Here are the steps that help Crème crush to improve
the performance:
• The crème crush has to review and revamp marketing strategy as the digital world is
continuously evolving and what work last year might not bring company same results.
• After reviewing the strategy the company has to form a team and conduct the market research
and analyze the ongoing trend in the respective field.
• According to the latest trends the company has to maximize the efforts and subscribe to
various channels.
• Later Crème crush has to diversify the strategy, for that the company has to join the various
online groups on different channels.
• Develop innovative content and provide information with the unique videos of the success
story of the company (Chaffey, 2019).

DIGITAL MARKETING CAMPAIGN-CRÈME CRUSH 12
Conclusion
This can be concluded from the above discussion that since the past some decades E-business
becomes the key element of business expansion. Many organizations are utilizing this mode for
the growth of the business. Crème crush is the small size business and looking to change the
mode of business transaction through Omni channel. In order to make a strategy, the
organization has to set the objectives and goals. Objectives include attracting new customers and
retain old customers through marketing and promotion by various channels and so that the
organization can provide services and deliver products. Also after implementing it Crème crus
has to measure the campaign growth and analyses the number of a new customer that connects
the company. In order to do that they have to set the KPI to measure the growth and also can
utilize various marketing metrics to determine increased customer and followers.
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