Developing a Digital Marketing Strategy for Verdant Leisure

Running Head: DIGITAL MARKETING STRATEGY
Digital Marketing Strategy

DIGITAL MARKETING STRATEGY 1
Executive summary
The main aim of this report is to develop the digital marketing strategy for Verdant Leisure. This
report evaluated situation analysis by using SWOT analysis. It is evaluated that Verdant Leisure
can target the people between the age group of 21- 60 years. It is also found that Verdant Leisure
can use unique selling proposition by offering outstanding customer service, on- site facilities
and excellent holiday accommodation. It is determined that Verdant Leisure can use marketing
mix strategy by focusing on product, price, place and promotion. Verdant Leisure uses Digital
and Tactical Strategies such as Content Strategy, Search Engine Optimization, Social Media,
Mobile Friendly Website and Application and Personalization.

DIGITAL MARKETING STRATEGY 2
Table of Contents
Executive summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
Background of the Organization..................................................................................................................3
Situational Analysis.....................................................................................................................................3
SWOT Analysis.......................................................................................................................................4
Establishing Objectives...............................................................................................................................5
Strategy Definition......................................................................................................................................6
Segmentation of the Target Audience......................................................................................................6
Marketing Mix.........................................................................................................................................7
Digital and Tactical Strategies.....................................................................................................................8
Content Strategy......................................................................................................................................8
Search Engine Optimization....................................................................................................................8
Social Media............................................................................................................................................8
Mobile Friendly Website and Application...............................................................................................9
Personalization........................................................................................................................................9
Measuring Results.......................................................................................................................................9
Conclusion.................................................................................................................................................10
References.................................................................................................................................................11

DIGITAL MARKETING STRATEGY 3
Introduction
Digital marketing can be defined as the marketing of the products, services, organization or
business with the help of online channels. Digital marketing is often referred to as online
marketing. It includes social media marketing, email marketing, search engine optimization,
content marketing and paid advertising. With the passage of time, the prevalence and the
efficiency of the digital marketing techniques have increased to a great extent. The most
important elements of digital marketing is its content as it has the capability of attracting new
customers, increasing loyalty and keeping existing customers engaged (Karjaluoto,Mustonen and
Ulkuniemi, 2015).
The focus of this assignment is on Verdant Leisure which is an award winning holiday park. The
assignment aims at creating a digital marketing plan for the organization.
Background of the Organization
Verdant Leisure is an award winning holiday park in United Kingdom. The holiday parks of
Verdant Leisure are situated across Northumberland, Scotland and Country Durham.This holiday
park provides outstanding customer service, on- site facilities, excellent holiday
accommodationalong with a range of holiday homes for sale.Perfect environment is provided to
the customers and their families by Verdant Leisure for spending precious time together such
that memories can be created that lasts for a lifetime. Wide range of holiday options are offered
to the customers by Verdant Leisure that are suitable for all budgets. A number of awards are
also linked to this organization. Also, the holiday parks of Verdant Leisure are surrounded by
natural beauty i.e. from amazing seascapes and National Parks such that the wonder of the
natural environment can be found right at the doorsteps. This is also one of the reasons which
have led the organization to get committed with to promoting and improving sustainable tourism
along with the protection of the natural environment (Verdant Leisure, 2019).
Situational Analysis
Situational analysis is used for the purpose of analyzing the internal and external capabilities in
order to understand the capabilities of the organization along with the customers and the business