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Digital Marketing Plan : Assignment

   

Added on  2020-07-22

12 Pages4054 Words144 Views
Digital Marketing Plan

Table of ContentsINTRODUCTION...........................................................................................................................1TASK ..............................................................................................................................................1SMART Campaign objectives................................................................................................1Targeting, messaging and channelisation strategies...............................................................3Digital Marketing Media Plan................................................................................................5Budget Allocation and how it delivers against campaign objectives.....................................7CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONDigital marketing has been tremendously followed in every sector now-a-days. It requiresa business strategy analysis; SMART campaign goals are very crucial in such situation. Applyingthe objectives in effectively and efficiently to achieve desired outcomes. Framed targets setshould be Specific, attainable, measurable, realistic and time-bound. They must possess all thesesignificant targets in their strategy. Targeting special segments and whole market to achieveincreased sales can be reached by formulating target, messaging and best channel strategies.Segmentation is also followed by most of the retailers now-a-days. Perfect Fit, seller of womenshirts online. (Ryan, 2016) By having improved focus on broad choice of tailor made shirts thecustomers are being targeted. Company is requiring a digital marketing plan through this report.In the report, all the aspects regarding allocation and achieving the target and budget for thecompany has been prepared. It has deeper insight on how smartly the strategy is prepared anddistribution channelisation has to be adopted by the company. In order to achieve the set targetsand acquiring increased customer share are the goals that are kept in mind while preparing thisreport.TASKSMART Campaign objectivesFormulating a marketing plan with setting future aim it is useful to look over 'what is essential?'Campaign strategy is the crossroads of objectives and internal capacity. Purpose is the firstelement of campaign policy; they describe the desired outcome of an effort. As the goals are thetargets to achieve organisational goals. SMART objectives help the Organisation in assessing thequality measures. SMART aspects must be measured for effective design of objectives. Perfectfit has been intended to grab higher market share in 2017 3500 new customers are to be targetedthis year (Tiago and Veríssimo, 2014). To achieve the desired goal the store has to make the bestplan that has to be SMART.The SMART objectives are:Specific: Objectives should be focused and clearly framed with motive of success. If theexpectations are on same level then the collective measures are need to be framedeffectively. Specific objectives are easier to measure. They should be clearly defined sothat they are understood by everybody, to know what the organisation is exactly trying toaccomplish. Otherwise, there would be double coverage among A-level trade1

publications. Perfect fit has a specific target to achieve digital channels that can bettersupport their acquisition targets. Though, they know they need to develop retentionstrategies but current specific goal is to explore the digital channels.Measurable: To report progress the objectives should be measurable. Measurable is notonly quantitative but it can be qualitative. Social campaigns must be framed with anfocus on behavioural alteration or qualitative measurement. It allows to accomplishobjectives effectively for sustainable values. Measurable objectives let the organisationdefine what efforts are required for effectively achieving intended targets. In given casethe organisation has measured its targets for future in qualitative and quantitative bothaspects. It has qualitative objective to grab high market share by digital marketing. Thequantitative is fixed in number 3500 new customers to be targeted this year. Additionally,the retailer has allocated a budget of 30000 pounds, excluding catalogue costs and otherformed marketing activity.Achievable: Before developing a strategy, perfect fit is recommended to examine thetarget market and expectations of consumers to avoid failure. Environment should bediagnosed properly for resources availability and how to reach intended goals (Royle andLaing, 2014). 'Is your goal attainable?' is the first question that organisation has to answerbefore formulating strategies. If administration is not having resources foraccomplishment then it will impact the desirable values. Perfect fit has smartly plannedthe objectives as it has healthier consumer backdrop and increased Internet-savvypopulation. Increase in market share is to be achieved in year 2017, targeted 3500 newconsumers. Also, Perfect Fit is aiming to increase the Average order value (AOV) to 55pounds from 50 pounds.Realistic: It definitely doesn't mean be pessimistic, clear idea should emerge as to what isto be achieved and what could not be achieved. Perfect fit has targeted to reach 3500 newcustomers are to be targeted, it should assess that it is possible to attain the increasedcustomer share. Realistic means that objectives should be in alignment with theorganisational mission and vision (Dodson, 2016.). Campaigns that do not aim topromote non-profit’s true purpose in their targets results in confusion and distraction inthe minds of their employees.2

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