Digital Marketing for UK Government's COVID-19 Communication Plan

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Dividing target market into different segments.......................................................................3
2. Identifying one or more digital media for the communication and defining the target market
for every media............................................................................................................................4
3. Defining the message for two segments..................................................................................5
4- Identifying if the media has to be neutral or led by an influencer...........................................5
5- Describing a plan, the outcomes expected and control metrics...............................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing refers to that platform of marketing which enables in reaching to large
number of audience within making interaction at the online platform. The major advantage of
digital marketing is aligned with reaching the high range of audience (Desai, 2019).
The current study is based on preparing the structure for UK government digital
communication plan in context of informing the population about the new rules in regards to
managing COVID infection from fifth wave of COVID. The report will highlight target market
and creates segment. Furthermore, selected digital tools will be described. Moreover, the
message that is needed to communicate will be shown. Proper description of the plan will be
highlighted.
MAIN BODY
1. Dividing target market into different segments.
The targeted market refers to targeting the population to whom the message needs to be
delivered as there is large number of population that has been established in UK and the message
needs to be allocated to all age of people (Barati and et.al., 2021). Therefore, prior focus needs to
be made over dividing the targeted market into different segments. The targeted market for
communicating the message is associated with people between the age of 15-45. People from
this age group are highly active over online platform. Therefore, communicating message to
them automatically leads to delivering of message towards their families. Thus, segment of the
targeted market has been created in systematic manner that has been explained below:
DEMOGRAPHIC SEGMENTATION
People targeted on the basis of age
In this segmentation mainly those people have been included who are college students or
working man and women. People who are among the age of 18-45 will be included in this
segment.
People targeted on the basis of educational attribute
The educational attribute has often been considered. Mainly the audience that is highly
educated will be targeted as educated person effectively understand the needs of policies in
context of taking precaution (Zhou, Wei and Xu, 2021). The targeted population in this will be
lawyers, health professionals and professors as they communicate the things in their families and
society that help in creating more awareness. For purpose of dividing target market, demographic