Digital Marketing Campaign Planning and Analytics MAR7511B
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This article discusses the campaign plan and use of digital communication tools, content management strategy, campaign budget, timeline, and metrics for evaluating campaign success in Digital Marketing Campaign Planning and Analytics MAR7511B.
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Digital marketing campaign planning and analytics mar7511b
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Table of Contents 4.0 Campaign Plan and use of digital communication tools.......................................................3 4.1 Campaign plan.......................................................................................................................3 4.2 Digital communication tools..................................................................................................4 5.0 Content Management Strategy and content calendar for the campaign................................4 5.1 Content Management Strategy..............................................................................................4 6.0 Campaign Budget..................................................................................................................5 7.0 Campaign Timeline...............................................................................................................5 8.0 Metrics for evaluating campaign success..............................................................................7 REFERENCES................................................................................................................................1
4.0Campaign Plan and use of digital communication tools 4.1 Campaign plan The digital communication plan is basically a strategy document that outlines how campaign will be executed to accomplish the desire goals.The main objective of this plan is outline the activities that need to be happen or how it should happen as well as the timeline when it need to be happen (Carmichael and et.al, 2021). It is basically helps the company in promoting products, brand and services. Thus, it is known as set of guidelines which helps in outlining how to optimize digital content on relevant and practical.This plan will help M&S in increasing their brand awareness in the market as well as to attract large customer (Kohli and et.al., 2018). Event name:Summer Sales Goals:To generate high quality lead and raising the brand awareness in the market (Santoriello, 2020). Objectives: To increase the sales of the company by 10% as compared to year 2021. T enhance the brand awareness in the competitive market. To connect with the customer as well as to resolve their issues in effective manner. To increase the market share of the company and to generate profit (Lanaghan, 2018). Targeted audience: As Marks and Spencer is a retail company in clothing and food products it is generally targeting audience age of young adult who are above the age of 30 (Ruscher and et.al, 2019).The company in clothing sector is specifically dealing with female of good or high income. It is also targeting young worker and students in order to run their business. The company through digital campaign is also trying to reach audience of international market so that it canincrease the profitability and to enhance their brand awareness. The organization is also targeting small organization so that it can collaborate with them and increase their market share (Hanlon, 2021). Budget: The company will be making use of £100000 for making the effective digital campaign. Channels:
Marks and Spencer will be making use of digital communication tools like LinkedIn, Instagram, Facebook, Pinterest and Twitter in order to share their information on such sites as well as to connect with the customer (Dumitriu and et.al, 2019). Along with this, these sites will be used as it has various features like Live and paid advertisement which allow the organization to select the targeted audience (Russmann, 2021). Thus, these tools will help in connecting the customer more effectively and efficiently. 4.2 Digital communication tools These tools allow people to communicate with one another and it can be in form of written, verbal, visual or audible communication.It allows the organization to share their thoughts and ideas with the customer in order to attract them. However, Mark and Spencer will be making use of tools like Facebook, Instagram, Pinterest, Twitter and LinkedIn in order to communicate with the audience as well as to enhance the sales in competitive market. In addition to this, these tools have various advantage such as paid advertisement in which the company can select the target audience to whom it wants to share information with them (Dommett and Temple,2018). These tools also give free cost advertisement service to the user. Although the hashtag feature makes it easy to find the content on the social media as well as increase the social media engagement. Along with this, live features and short videos allow the organization to target the audience and enable to share the content to see on the explore page and can reach people that ate not interested in brand (Singgalen, Sasongko and Wiloso, 2019). 5.0 Content Management Strategy and content calendar for the campaign 5.1 Content Management Strategy A content management strategy is known as structured plan to create govern, publish the organization content and data (Tom, 2020). It is important for the organization as it helps in underpins the crucial information that contributes in success of company in this thriving digital age.Although a well-structured content helps the organizationin increasing the bigger investment as well as it provides the framework to maintain the accountability and measuring the result (Gesualdo and et.al, 2022). In addition to this, the content strategy is higher level business activity which act as a road map that guide content marketing. The content strategy should define
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about the goals of the company such as in Mark and Spencer the company is trying to increase their leads by raising the brand awareness. The organization is trying to reach this goals in with few months.Moreover, M&S can make use of content Repository tab which is designed to house the most commonly promoted website content in one place.This spreadsheet ensure that it do not lose track of all the great content (Diamond, 2019). For managing the content of Twitter Marks and Spencer can make use of Twitter Updates as this tab allow to plan out all of the content week by week. There are generally three tab such asdate, time and day.Although in the message column input the copy that company will lie to tweet and in the link section paste the URL (Kohli and et.al, 2018). However, campaign name and material of marketing should align with each other. In addition to this, organization can also make use ofFacebook updates and it work exactly like Twitter but there is no character count column. Thus, this application helps in tracking the traffic that comes from Facebook. Furthermore, LinkedIn updates has been used to manage its post but the content should be more professional and less brand focused as compared to other social media tools. Although the format of this is similar to other social sites updates. Along with this, M&S will be makinguse ofPinterestand it is one of the most highly visual social networkso the company can be focus on organizing the images in the tab. Although the company can make use by pasting the link in google spreadsheet or by attaching the document in excel spreadsheet. However, the company is suggested that it should always organize the image in the google drive, drop box or desktop folder for scheduling and planning the content for the week. Such sites also help in backing and storing the information (Bene, 2018). The size of the image should be around 600* 900 pixels so that infographics could perform even better. Although the Instagram update helps in including the link in Bio section of the ID which allow the visitor to know the details about the company product and services. The Instagram h picture resolution should be of high quality 1080*1080 pixels. 6.0 Campaign Budget The estimated and budgeted cost required to conduct or host the digital marketing campaign is $100000 per year over the different social media platform (Richards and Marshall, 2019). The detail digital marketing budget is covered in excel attached with the file (see excel attached).
7.0 Campaign Timeline Task ModeTask NameDurationStartFinishPredecessors Auto Scheduled Digital Marketing Campaign (Summer Sale Event) 82 daysMon 5/9/22Tue 8/30/22 Auto ScheduledProject Initiation24 daysMon 5/9/22Thu 6/9/22 Auto Scheduled Defining event goals and objectives2 daysMon 5/9/22Tue 5/10/22 Auto Scheduled Writing summer event campaign brief3 daysWed 5/11/22Fri 5/13/223 Auto ScheduledCreative brainstorm5 daysMon 5/16/22Fri 5/20/223,4 Auto Scheduled Identification of target audience4 daysMon 5/23/22Thu 5/26/225 Auto Scheduled Conducting market research5 daysFri 5/27/22Thu 6/2/226 Auto ScheduledCompetitive analysis3 daysFri 6/3/22Tue 6/7/226,7 Auto ScheduledTeam kick-off2 daysWed 6/8/22Thu 6/9/228 Auto ScheduledProject Planning24 daysFri 6/10/22Wed 7/13/22 Auto ScheduledBudget Development4 daysFri 6/10/22Wed 6/15/229,8 Auto Scheduled Writing content of digital campaign2 daysThu 6/16/22Fri 6/17/2211 Auto Scheduled Sourcing communication tools or marketing channels 3 daysMon 6/20/22Wed 6/22/2211,12 Auto ScheduledSourcing sponsors2 daysThu 6/23/22Fri 6/24/2213 Auto ScheduledSelecting sponsors1 dayMon 6/27/22Mon 6/27/2214 Auto Scheduled Hiring technical experts3 daysTue 6/28/22Thu 6/30/2214,15 Auto Scheduled Designing campaigns graphics5 daysFri 7/1/22Thu 7/7/2216 Auto ScheduledIdentification of risk4 daysFri 7/8/22Wed 7/13/2217 Auto ScheduledProject Execution15 daysThu 7/14/22Wed 8/3/22
Auto Scheduled Selecting marketing channel3 daysThu 7/14/22Mon 7/18/2218 Auto Scheduled Finalizing speaker reach out list2 daysTue 7/19/22Wed 7/20/2218,20 Auto ScheduledWeb development4 daysThu 7/21/22Tue 7/26/2221 Auto ScheduledWeb analytics3 daysWed 7/27/22Fri 7/29/2222 Auto Scheduled Creating and promotion of summer sale digital campaign through blogs 2 daysMon 8/1/22Tue 8/2/2222,23 Auto Scheduled Launching final events on social sites such as Facebook, Twitter, LinkedIn, Pin-interest and Instagram. 1 dayWed 8/3/22Wed 8/3/2223,24 Auto ScheduledProject Monitoring15 daysThu 8/4/22Wed 8/24/22 Auto Scheduled Monitoring SEO ranking2 daysThu 8/4/22Fri 8/5/2225 Auto ScheduledMonitoring risk3 daysMon 8/8/22Wed 8/10/2227 Auto ScheduledIdentification of KPI4 daysThu 8/11/22Tue 8/16/2227,28 Auto Scheduled Monitoring likes, views and growth on social sites. 5 daysWed 8/17/22Tue 8/23/2229 Auto Scheduled Analyzing performance using metrics. 1 dayWed 8/24/22Wed 8/24/2230 Auto ScheduledProject Closure4 daysThu 8/25/22Tue 8/30/22 Auto Scheduled Conducting launching ceremony2 daysThu 8/25/22Fri 8/26/2231 Auto Scheduled Celebrating achievement1 dayMon 8/29/22Mon 8/29/2233 Auto ScheduledTaking feedback1 dayTue 8/30/22Tue 8/30/2233,34 Gantt Chart
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Network Diagram: 8.0 Metrics for evaluating campaign success The marketing team of M&S organization will use or review the following metrics in order to check and evaluate the digital campaign success: Increase in followers: This is one of the metrics which is used by the marketing team of M&S where they will review the followers on their social media sites. In case if the follower on M&S social platforms such as Facebook, Twitter etc. will increase by 150000 within the next 6 months than it can be said that the digital campaign of M&S is successful (Bonnevie and et.al., 2020). This measure also indicate that majority of target audience has viewed their campaign and they are now aware about their clothing and food quality. The impact of which they have started following M&S on different social sites. Number of people reached campaign: Another metrics used by M&S organization in order to evaluate the success of its digital campaign and summer sales is number of people that have reached their campaign. It is basically evaluating by the company via analysing the number of views on digital campaign video. If the views on digital campaign is more than 500000 within 5 days of publishing the event than it can be said that the digital campaign such as Summer sales of M&S organization is successful. The impact of which the profitability of company will increase (Haluga, Miljkovic and Kurecic, 2021). Average engagement rates: The average engagement rates are one of the best metrics to evaluate the digital campaign success. This metrics is basically used by the marketing team of M&S to evaluate its digital marketing campaign. Under this method, the company basically identifies the number of likes, shares and retweets on summer
vacation campaign on social media platform such as Facebook, Twitter, LinkedIn, Instagram and Pin-interest (Awad and et.al., 2020). If the number of likes, shares and retweets is more than 200K, 100K and 50K respectively than, then it can be indicating that the campaign is successful otherwise not. Increase in sales revenue and market share: Last matrix used by the marketing team of M&S company in order to evaluate the success of campaign is sales revenue and market share. It means if the sales revenue of company is increased by 10% and market share rate increase by 15% then it can be said that the campaign is successful. It is because the main objective of company behind conducting this summer event and digital campaign is to enhance the sales and market share of the company (Desai, 2019). Also, the increasing the awareness of M&S brand and products such as cloth and food quality is also one of the goal which the marketing team want to achieve through digital marketing campaign.
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