Digital Marketing Strategy for Starbucks

Digital Marketing
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
Overview of the Digital Marketing process................................................................................3
The Digital marketing Campaign................................................................................................5
Step 1 - Situation Analysis ........................................................................................................5
Step 2 - Link Digital Business with Digital Marketing Strategy................................................7
Step 3 - Formulate Objective......................................................................................................7
Step 4 - Design Implementation Plan to meet the Objectives....................................................8
Step 5 - Budgeting .....................................................................................................................8
Step 6 - Measure the campaign................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCE.................................................................................................................................11

INTRODUCTION
Digital marketing strategy is the group of actions and activity's, which includes the use of
different online platform and channels in order to achieve aims and objective of the organisation.
This platform can be paid, own and earned media. This aid to accomplish the goals of
organisation with online marketing strategy, and for achievement of the digital strategy goals it
requires use of digital campaigns. For the digital campaigns it includes the use of online
platform for creating product and services awareness and brand promotions, it can be webinars
and online meetings. Starbucks is the American coffee-house chain, its a multinational brand
which is headquartered in the Seattle, Washington. It is famous for world's finest fresh coffee
which offers the multiple variety of coffee products along with traditional coffee trades. This
report is about the digital marketing strategies development, which includes the construction of
the creative and effective digital marketing campaigns along with study and implementation of
different digital marketing strategy development assets. Such as the study of digital marketing
process, evaluation of six step digital marketing campaign (Kingsnorth, 2019). Situation
analysis, design and implementations of different objectives and plan to meet that.
Overview of the Digital Marketing process
This is the log term process which include various steps to achieve the goals of digital
marketing. Such as research, planing, implementation, measurement and optimization. Starbucks
is with the aid of developing internet technology's is now reached the consumers of their
different market segments. By the help of this process they are increasing their products services
and offerings throughout different area of target market, as it helps to reach the customers of
variant location at same time for the product and services informations with the aide of multiple
digital platform (Chaffey, and Smith, 2017). As the online app promotion can facilitate to
increase the higher numbers of online doers and product variety offers. Through digital
marketing process company is taking the review of customer's for improvement and customer's
can easily get the answers of their quarries. Digital marketing is reducing the distance of provider
and consumer which can helps to make strong customer relationship. Different steps of digital
marketing is as follow in context to the Starbucks.
Online Visibility of Business- In the starting of this process it require the different path
to get visible in digital platforms. Starbucks is present in multiple digital platform which make it

visible on internet, such as different websites, you-tube channel, company page and profile on
different social media platform with the huge contents of their product and brand informations.
Generating Potential Traffic for the Business- The other step of the digital marketing
is to gather the customers traffic in the online profile and content of the company. This also can
be related to the development of more customers with the aid of online promotion and online
strimming of company products and information (Kotane, Znotina, and Hushko, 2019). So this
can be done with the aid of different social media platform and attractive content on it.
Starbucks is using one of the most attractive product and information contents on their social
media pages. Such as in the Facebook, Pinterest, Google +, twitter, you-tube and Schoultz.
Customer Engagement Plans- Next step is engagement of consumers on digital content
for the achievement of digital strategical objectives. Promotional and advertisement should be
influencing, attractive, which can be related easily get related to customers life. With the aid of
influencing online campaign company can make more customers for their brand. Such as
Starbucks is using the digital campaigns which includes the very attractive and influencing
content like #whatsyourname campaign. In this they involve the information related to their
product and the funding of their profit for transgender youth's. There is various video content and
creative online infographics of this campaign, which engage large number of customer's along
with new interacting consumers.
Lead Generating- Then the other step is to generate lead which can be considered as the
final task of the organisation goals. Their is the majorly two type of lead generation micro and
macro level. It depends on the online attractively of product information and social media page
of the company which influence the lead (Ab Rahim, Ibrahim 2020). As micro level
achievement is the situation where customer's just get interact to the online campaign of the
product, and then click to explore that information, in this case their will be the half chances of
the sale. In other hand macro level lead generation there will be the complete surety of product
sale.
Calculation of ROI- Final step of the digital marketing process is the calculation of the
achievements and evaluation of goals achievement. That cane involves the financial and
customers development calculation in the result of digital marketing investment. This is
involving the customer's numbers calculation because customer's can increase the future profit
and revenue (Chaffey, and Ellis-Chadwick, 2019). With the aid of ROI calculation company