Developing a Plan for Analyzing the Impact of Current Digital Media

This assignment discusses the development of a plan for analyzing the impact of current digital media. It covers the steps to create a digital marketing plan, including situational analysis, goal setting, and personalization strategies. It also explores the framework for developing and testing strategies, focusing on customer journey, tools for maximizing customer engagement, and channels to use. The assignment concludes with insights on analyzing the impact of digital media and its effectiveness, and how it can impact future strategies.

Digital Marketing

Table of Contents
INTRODUCTION..........................................................................................................................3
MAIN BODY...................................................................................................................................3
1) Develop a plan for analyzing the impact of current digital media...............................3
2) Framework for developing and testing strategies.........................................................3
3) Show how will:.............................................................................................................4
CONCLUSION..............................................................................................................................4
REFERENCES...............................................................................................................................5

INTRODUCTION
Digital marketing refers to the marketing of goods and services through digital
technologies on internet that involves several apps, mediums, mobile phones etc. This helps in
targeting actual customers in an easy manner and increase customers satisfaction as well as
company’s revenue. In this report, Stop ‘n’ Stay company is chosen which have several self-
catering options for traveler, businessman and family or wedding party as well as number of
accommodation options which includes standard, exclusive and luxury rooms. Under this
assignment discuss about the digital media technological impacts and their optimization by the
company in order to that analyse the strategies and plans related to the customer journey and
engagement.
MAIN BODY
1) Develop a plan for analyzing the impact of current digital media.
Digital marketing plan refers to the document that shares a clear information
towards the plan of actions that includes a goal, objectives, strategies, mediums to use,
action and development plan, budget as well as time schedule. In order to examine the
digital media impact, prepare a structural digital marketing plan step by step that includes
situational analysis in this identify the internal and external factors of Stop ‘n’ Stay
company. After that, establish a SMART goals and personalization strategy that are
suitable as per the current market situations. Prepare some digital strategies and tactics to
implement as well as monitor and measures results by using KPI technique for successful
evaluation (A Step-By-Step Guide to Structuring a Digital Marketing Plan, 2019).
2) Framework for developing and testing strategies.
a) Consider customer journey.
For considering customers because they will require discounts in journey
packages so the company Stop ‘n’ Stay offers both packages which have high as well as
low prices of travels. This will include several services and facilities such as hotel,
restaurants, round flight tickets let them to choose as well as save some money. At that
time a company can focused on converting their window-shopping customers to be their
clients.
b) What are the tools for maximizing customer engagement and why it used?
For increasing the customer engagement, Stop ‘n’ stay use emails as a tool that
helps in building strong customer relationships. When a company sends right emails then
they should feel like a brand expansion and the value which will provide them in emails
should enhancement company’s in app as well as on site services. Whereas, user
engagement considers as a Two-Way street, the manager is responsible for continuing
the conversation going on while customers may give feedbacks on a regular basis. In this
the main job is making a sense of client’s behavior before churning issues of them
(Chaffey, 2019).
c) Who and Why will involve in this process?

The company Shop ‘n’ Stay should involve in this process and interact with
clients in order to understand their wants and requirements as well as sets price range
which they accept, able and willing to pay for their tour packages.
d) What channels will use and why?
As, it should be recommended that be on You tube is an incredible tool or channel
for Shop ‘n’ Stay company because the company already have used LinkedIn and
Facebook kind of social media marketing for increasing the homeowner registrations
which was not results effective. So, a company can use YouTube as it will help in
increasing more awareness as well as homeowner registrations. Along with its, a
company can choose an option of displaying attractive ads on social networking sites
that helps in eye catching views of customers (Kingsnorth, 2019).
3) Show how will:
a) Analyse the impact of digital media and its effectiveness.
Digital media marketing is required for all businesses as it becomes necessarily now a
days that impacts on the company’s situations, decisions, processes, goals etc. as directly
or indirectly. The above strategies of Shop ‘n’ Stay company’s related to digital media
can impact positively in order to attract large customers but it requires to formulate
rapidly as it changes according to the customers requirements (Symons, 2019). Whereas,
increasing in the number of followers, subscribers, reactions on posts, referral traffic as
well as click through rate etc. shows the effectiveness of digital marketing strategies.
b) How might this impact on future strategies.
There are some factors that will influence Shop ‘n’ Stay’s future and growth
strategies which includes trust, decisiveness, records, networks, competition, patience,
optimism as well as risk. As digital marketing is rapidly increasing so, the company can
adopt appropriate strategies, concepts, objectives, goals etc. for positive growth and
survival in a competitive world (Saura, 2019).
CONCLUSION
It has been concluded from the above assignment that digital marketing plays an
important role in every kind of businesses in order to promote their products and services by
using various strategies as well as plans. There are several factors that includes in this study
which positively and negatively impacts on the business profits and increase the company’s
registration.

REFERENCES
Books & Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Symons, M. and et. al., Accenture Global Services Ltd, 2019. Multichannel digital marketing
platform. U.S. Patent 10,332,042.
Saura, J. R. and et. al., 2019. Digital marketing strategies based on the e-business model:
Literature review and future directions. In Organizational Transformation and Managing
Innovation in the Fourth Industrial Revolution (pp. 86-103). IGI Global.
Online
A Step-By-Step Guide to Structuring a Digital Marketing Plan. 2019. [Online] Available
through: <https://www.wearemarketing.com/blog/a-step-by-step-guide-to-structuring-a-
digital-marketing-plan.html >.