Digital Marketing Campaign Planning and Analytics MAR7511B

Digital marketing campaign
planning and analytics
mar7511b

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

4.0 Campaign 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 can increase 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 organization in 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