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Digital Marketing Strategy and Campaign Plan

   

Added on  2021-04-17

10 Pages2773 Words65 Views
Running head: DIGITAL MARKETING STRATEGY AND CAMPAIGN PLANDigital Marketing Strategy and Campaign PlanName of the studentName of the universityAuthor note

2DIGITAL MARKETING STRATEGY AND CAMPAIGN PLANRecommendationsGo Go Van is one of the first startup companies in Hon Kong to reach a $1 billionvaluation (Russell 2017). However, in order in penetrate further into the market effective digitalmarketing and communication strategy is crucial. The following recommendation will highlightthe policies and strategy that should be used by Go Go Van to gain competitive advantage andsustainability in the market:The organization should implement Search engine optimization for improving thevisibility of their website. SEO has become one of the most effective strategies ofmarketing as it will increase traffic and the organization will be able to track the activitieson their websites (Ryan 2016). Similarly, the organization may use Search EngineMarketing to marketing their website and products in a highly competitive market.However, Search Engine Marketing is a paid service availed by many companies andbusinesses that pay Google to show their Advertisements in the search results. Theorganization may also use banner advertisements to increase the brand awareness withinthe market. These banner advertisements are cost effective and convey the overallmessage to the consumers. Social Media marketing is also very effective in developing atransparent platform where the consumers can directly interact with the organization.Facebook, Twitter and Instagram consist of millions of consumers, which provide theorganization to reach consumers from all over the world using minimum investments(Camilleri 2018). However, as there are huge chunks of population who useadvertisement blockers, banner advertisements may not be effective for the organizationand content marketing has the better chance of reaching the consumers. These digital

3DIGITAL MARKETING STRATEGY AND CAMPAIGN PLANmarketing strategies are less expensive and provide more effective result than thetraditional form of marketing.Influencer marketing is another form of marketing where there is emphasis on particularpersonality that tends to have a lot of influence on the overall population. The currentmarket trend shows that influencer marketing is mainly used on Instagram. However, ithas been used on Facebook and Twitter so that attention of large number of targetconsumers can be gained. The main purpose of the influencer-marketing program is tocreate word among the customers (Al Ateeq et al. 2015). Go Go Van can approachfamous personalities that are followed by large number of followers. The targetconsumers will be influenced if they see that the personalities that they follow ondifferent social media websites are availing services of Go Go Van. This is the bestpossible organic way of using word of mouth where people will tend to talk about theservices offered by the organization. However, there are two types of influencers, one isthe earned influencers and other is the paid influencers. The earned influencers arepersonalities that have genuinely liked the product and service offered by theorganization (Järvinen and Karjaluoto 2015). Therefore, they will promote the productand service offered by the organization on their own. However, popular social mediausers and bloggers can be paid compensations to promote the services of theorganization. However, celebrity endorsement may not be feasible for Go Go Van butthere are other influencers such as the social media followers, the existing customers,famous industry and business analysts and journalist. These influencers are good enoughto have a positive impact on the target consumers in the business-to-business segment.

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