Digital Marketing Communication Plan

This document discusses the process of creating an effective digital marketing plan and its impact on business objectives. It explores the analysis of material for promotional strategy and the application of models of consumption & communication. The document also provides insights into Birchbox's digital marketing strategies, including the use of social media platforms. It discusses the marketing mix of Birchbox and the digital strategies adopted. The document concludes with the measurement of results and the importance of data virtualization in evaluating the effectiveness of digital marketing campaigns.

Digital marketing
communication plan
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Table of Contents
INTRODUCTION...........................................................................................................................3
Analysis of material for promotional strategy:...........................................................................3
Application of models of consumption & communication for the presents scenario:................3
CONCLUSION...............................................................................................................................8
REEFRNCE.....................................................................................................................................9
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INTRODUCTION
The digital marketing plan is described as a process in which company make effective
strategies, policy and procedure for accomplishing goal and objective at digital level. In addition
to this, it is a written document that describe how to plan for digital marketing action. The main
purpose is to achieve long as well as short term goal of business organisation. In context of
Birchbox, it is one of the well established company which is located in New york who deal with
beauty products in order to satisfy customer (Aswathy and Nair, , 2020). This company was
founded in the year 2010 by Katia Beauchamp. In addition to this, they manager of company
focuses on adopting digital marketing consultant for the purpose of use of various techniques
such as STP approach, Marketing mix strategies. Communication's theory and advertising PR for
the purpose of achievement of various objectives.
Analysis of material for promotional strategy:
Birchbox is a grooming and a beauty brand that is having its operations present across
different parts of globe. They are offering some unique services such as those of make-up,
skincare and haircare that is used for delivering to males and females (Chaffey and Ellis-
Chadwick, 2019). It is used in couple of years and used for the purpose of delivering right
products to their target customers.
Digital media as growing and gaining lot of popularity the sue of such platforms can be
used further. Such as three social media application include Facebook in which according to
present study there are 1,409,157 followers, on other sites like Instagram there are 1,838
followers, Twitter has 1,44,000 followers, Pinetrst has 942,405 followers and YouTube has
53,769 followers. All these figures indicate that there are ample number of people who are
connected on such social media sites by BirchBox. There is some tools that can be used by
BirchBox for the purpose of approaching such customers who are part of their digital media
world.
Application of models of consumption & communication for the presents scenario:
Digital marketing plan is basically a document that consist of various details of sharing a
digital marketing campaign. There are certain features of a digital marketing plan as discussed
below:
 Short and long term business objectives.
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 Various channels to be sued for communicating effectively to their customers.
 Various action & developmental plans.
In present scenario, there is development of a marketing plan for the purpose of
promotion of their brand. It is will be used for deciding various marketings strategies by this
organisation. Following are some major steps that are part of overall marketing plan:
Marketing objectives: In this first step of marketing plan is setting of objectives:
The main objective of BirchBox in the present scenario is to use digital media as a tool
for promotion and expansion of sales of products (Chaffey and Smith, 2017). Three tools that are
social media marketing, Email marketing and content marketing will be adopted by the
marketing department for purpose of promotion of BirchBox.
Analysis of situation: The first step in every digital marketing communication plan is
related to development of a plan with help of various techniques such as SWOT analysis and
STP analysis are two major tools that can be applied in the organisation for purpose of formation
of further strategies of marketing:
SWOT analysis:
Strength Weakness
There is a loyal customer base that has been
established by Birchbox that is providing
maximum portion of revenue for this brand
(Cheng and Liu, 2018).
There is no small samples of product that can
be used by their customers and test them to
make a decision to further buy it or not
(Dodson, 2016). In comparison with other
similar competitors this brand is lacking the
availability of small quantity samples for their
customers.
Opportunities Threats
The overall market segment of Birch box is
very narrow it can be said that they are having
most range of products only for young women
(Ferdous, 2019). Which leads to no choices
available for women in their 30s or 40s. So,
there is a opportunity for this brand that they
There is a increase threat from brands that are
increasing their online subscription. It is
creating a situation of rising threat from such
brands (Pelsmacker, Van Tilburg, and
Holthof, 2018).
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can expand their range of products for such
segment of market in coming time period.
Segmentation : This is the first part of STP approach , in this step their is segmentation of
market that is market has to be divided in various categorises or segments. It is helpful in
making division so that on market can be selected and can be further targeted for the purpose of
creating a different position (Ferdous, 2019). Such as Birchbox has segmented market based on
women who are willing to look great and make use of products. For this there is a category of
below 18 years of age that is mostly of teenagers, 18 to 24 years, above 24 years.
Targetting: In this step the above made segment have to be targeted by this brand based
on their available range of products and promotional strategies that are being adopted (King and
Coughlin, 2016). They are targetting men and women who are between age range of 18 to 24 as
this brand is having a belief that at this stage a person is having a desire more to look good and
they are willing to spend on their beauty products.
Positioning: Positioning is a strategy that acne help in increasing promotion of Birchbox
by adoption of social media as a tool ( Saxena,, Mellacheruvu and Deshpande, Cisco Technology
Inc, 2017). Such as Birchbox is willing to create different position by use of various unique
characteristic such as they are increasing their physical existence in form of more shops, there
are launching of themed boxes, a range of planning to be launched in which every product will
have more samples and there will be more spending on advertising of products (Singh and Jain, ,
2019).
From above made analysis it can be said that STP as a tool can be adopted by BirchBox
in which they will be identifying their new target segment of customers that is those who are in
age group of 18 to 30 years (Wang, 2016). Apart from this there is use of digital media for the
purpose of attracting those segment of people who are using digital media tools for review and
making decision of products to be used.
Marketing mix of Birch box:
Basis Strategy
Product There are various product categories in which
Birch-box is dealing such as themed boxes in
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which all product can be planned by customers
such as it helps in creation of product
according to a person imagination, colours and
preferences (Yue, Yan. and Chen, 2019). All
this is helping in attracting of more customers
based on their unique feature.
Price Prices of Birchbox have been kept not very
high so that it has a cost advantage as the
quality that is being offered by Birchbox is
completely unique and very high in
comparison with other similar brands
(Zettelmeyer and Merkley, 2017).
Place Presently there are many physical outlets that
have been opened to be easily approachable for
their customers. But apart from this there is
Workington on expansion of such platforms
based on e-commerce availability. So, that
people are able to approach all their range
through such online sites.
Promotion There ahem been many promotion strategies
that are already very unique have been adopted
by Birchbox. It includes theme based boxes
were shared with many bloggers and
customers. It lead them to share their
experiences on various social media sites that
lead to attracting of more people toward these
products of this brand. but apart from this there
is a requirement to make use of such digital
media sites and content based marketing for
expansion of present sales have to be done by
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marketing department of BirchBox.
Digital strategies:
Based on above created marketing objectives, there will be use of various marketing
campaign in Birchbox. It will be based on communication Strategy such as Paid mail
advertising, CRM, optimization, social media etc. basically social media is focussed more for
purpose of adoption of cost effectiveness in BirchBox.
Measurement of results: It is the last step of every digital marketing plan, in this various
KPIs are used for the purpose of measurement of effectiveness of above adopted strategies.
Digital world is evolving at a rapid speed. So, There is a need for use of a data virtualisation
system by BirchBox that can help them in making a comparison between laid objectives and
actually achieved targets in terms of increased sales and Market occupancy.
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CONCLUSION
From above made discussion it can be said that digital marketing is developing very fast
as a tool of promotion by many big brands. In case of cosmetic industry this are has gained a lot
of expansion and growth in some recent years. Major reason is the growing use of such type
sites by Younger population of countries. There are many tools that are sued for developing a
attractive digital media plan such as STP analysis. Marketing mix, SWOT analysis are some of
the frameworks that can be adopted for purpose of attracting more customers and spreading
positivity by highlighting of differentiation offered by products of a particular brand.
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REEFRNCE
Books & Journal
Aswathy, R.V. and Nair, V.R., 2020. A study on digital marketing and its impact. Our
Heritage, 68(30), pp.7557-7561.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Cheng, D., Qi, H. and Liu, Z., 2018. From STP to game-based control. Science China
Information Sciences, 61(1), p.010201.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Ferdous, A., 2019. Digital Marketing and Communication Practices by Texort Digital Marketing
Agency: A hands-on initiative through social media communication.
King, D. and Coughlin, P.K., 2016. Looking beyond RTI standard treatment approach: It's not
too late to embrace the problem-solving approach. Preventing School Failure:
Alternative Education for Children and Youth, 60(3), pp.244-251.
Saxena, A., Mellacheruvu, R. and Deshpande, P., Cisco Technology Inc, 2017. Spanning tree
protocol (STP) optimization techniques. U.S. Patent 9,655,232.
Singh, D.V. and Jain, S., 2019. A Review on Contract Management on Sewage Treatment Plant
(STP).
Wang, C.H., 2016. Integrating correspondence analysis with Grey relational model to implement
a user-driven STP product strategy for smart glasses. Journal of Intelligent
Manufacturing, 27(5), pp.1007-1016.
Yue, J., Yan, Y. and Chen, Z., 2019. Matrix approach to simplification of finite state machines
using semi‐tensor product of matrices. Asian Journal of Control.
Zettelmeyer, F. and Merkley, G., 2017. CDK Digital Marketing: Addressing Channel Conflict
with Data Analytics. Kellogg School of Management Cases.
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