Digital Marketing Plan for Moonpig

Digital marketing
plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P1 External analysis of organisation(macro and micro environments)......................................3
P2 Explain the Buyer Persona(s) for the company using the Buyer Persona Spring..................5
P3 SWOT analysis using the above information......................................................................6
P4 Make a plan out of the SWOT analysis.................................................................................7
Clear strategic recommendations utilising Buyer Persona Spring Strategy Template – which
makes clear use of the above analysis.......................................................................................10
Strategic recommendations which include type of further digital analysis that the company
should undertake to inform the marketing strategy...................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The concept of digital marketing plan is referred as the activity of documentation that
contains all details related to the planning of digital marketing actions. The planning includes
deciding whole business goals, development competitive strategies to achieve objectives by
digital medium, select the best channel of communication, prepare a action plan, and about the
investment and timing to complete the defined task. Digital marketing is the advertising and
promotion of goods and services through the digital channels such as social media, websites and
mobile applications. Marketing plan is the document that defines in which way the organisation
can achieve their goals by using various marketing strategies digitally. In this report, the chosen
organisation is Moonpig which is an internet based business, head office in London and
Guernsey in 2000. The organisation is selling personalised greeting cards, flowers and gifts. In
this report macro and micro environment factor are analysed that affect the organisation
efficiency. All buyers personas are identified that help an organisation to select target audience.
SWOT analysis of the respective organisation is being covered in the report.
TASK
P1 External analysis of organisation(macro and micro environments)
Business environment includes several element that affect the performance and decision
making capacity of organisation. These factors are dynamic in nature because they are dealing
with changing Government plans, fluctuations in economic conditions and many more. To
ensure the business sustainability Moonpig organisation should analysis these elements closely
by external environment scanning(Bui, 2018). The respective organisation conduct PESTLE
analysis to identify external macro factors that is discussed below:
Political factor- political factors are related to political environment in which the
business conduct its activities. These are government policies, rules and regulations, Moonpig
organisation should develop strategies to overcome affect of these factors. Effective decisions
can be taken if these factor is examined well.
Economical factors- There are various economical factors are exist in the market that are
relate to the economic condition of the respective country such as economic development,

employment rate. Moonpig organisation should create effective strategy to deal with such factors
effectively.
Social factors- These factors are related to the society in which the organisation is
trading . There are various trends are exist in the society like lifestyle and social trends that effect
the functioning of the respective organisation (Camgoz-Akdag, Alyildiz, and Gundogdu, 2018).
These factors should be properly identified to regulate business in the society in effective
manner. The respective organisation maintain good relation with the society to built image.
Technological factors- Moonpig organisation have to face the technological factors that
are continuously changing within the working environment. It is very important for the
organisation to upgrade their technology and working style to achieve all goals and objectives
with efficiency. The respective organisation adopt the online mode for trading.
Legal factors- Legal factors consist all rules and regulations that are formulated by some
legitimate authority to establish ethical environment in the organisation. In relation to Moonpig,
the organisations should evaluate all factors such as contract law, employment law and wages act
to ensure the smooth functioning of organisation.
Environmental factors- This factor ensure the good working environment and culture is
provided to employees, so they can accomplish determine their as well as organisational goals
and objectives within the defined time frame. Moonpig organisation uses environmental friendly
techniques such as using solar penal to produce energy for the organisation and transferring zero
carbon to environment.
Micro environment-
Micro environment is referred as the environment that is closely associated to the
business and having the power to affect the performance. The factors of micro environment is
direct related to business operations. It elements are competitors, suppliers, customers,
intermediaries, shareholders and employees(Dolmat, 2017). Moonpig build better relation with
these elements because they also affect the organisational activities. The organisation should
evaluate strategies of their competitors which are also dealing in greetings and flowers. How
they are handling with current trends and attract customers. Appropriate supply chain is adopted
to ensure the product reachability to customers on time. Various discount and offers are to
customers to increase the customer base and productivity of organisation