Implementing Digital Media- Digital & Social Media Plan

Implementing Digital Media- Digital & Social Media Plan
Executive Summary
The digital media implementation plan is represented. It helps to clearly map out the objectives
of the business and digital goals. The intension of implementing this plan is to target the clearly
identified personas. Mainly, the Gucci business is represented in this report, for digital media
implementation. The situational analysis is conducted, which assists to know the business’s
current position. This analysis supports with the knowledge gathering on internal strengths,

internal weaknesses, external opportunities and external threats of the business. The object of the
business is to implement digital media. The business objectives are defined with digital goals and
KPI in the report. The target audience are also identified. The tactics and actions are provided
with required control-measurements and analytics. This report also projects other important
factors that play a remarkable role in social media engagement.
Table of Contents
1. Overview of Business.........................................................................................................................1
2. Situational Analysis...........................................................................................................................4
3. Business Objectives, Digital Goals and KPI....................................................................................6
4. Target Audience and Customer Journey.........................................................................................9

5. Tactics and Action...........................................................................................................................11
6. Measurement &Analytics/ Indicative Budget................................................................................12
7. Conclusion........................................................................................................................................13
References................................................................................................................................................15
Appendix..................................................................................................................................................19

1. Overview of Business
Gucci refers to a fashion brand from Italy. It is owned by a French company. It has a
strong digital presence online today which is popular and active in several social media channels.
Gucci has tried many new tactics in the past, where it also has tried the shock tactics, to
concentrate on the male market, which dint work well (theadvertisingreviewblog, 2013). Later,
during 2017in the high-end luxury market, Gucci was discussed more on social media (Jaekel,
2018).The Gucci online fashion and the luxury brands are now present on mobile phones and the
proof of its sale is represented in the below figure (Centric Digital, 2016).
Figure: Gucci mobile sales(Centric Digital, 2016)
Figure: Evolution of Gucci
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Figure: Gucci’s Global Revenue
Gucci integrated with the advanced digital world for its marketing campaigns. It evolved
e-commerce, digital marketing, social media and integrated with the mobile applications. This
resulted in improving their consumer relationship in the modern world (Danziger, 2017). It also
started the “Memes” and a witty caption. The Instagram ads became popular with the memes,
where a lot of sharing, conversation took place. However, this dint make the campaign
successful as the viewers ended up with negative reaction, on the content(McCrae, 2017).Gucci’s
aim is to increase its e-commerce sales from the luxury brand with 24 percent, by 2020 (Milnes,
2016).
Any organization requires a marketing plan as its mission. The mission statement can
easily help to know the purpose of a company in a specific business, and can also determine what
the company is trying to achieve. It is impossible to work on business’s success, without a
mission statement and this can be set only by assessing the business’s condition and its
competence. The business’s mission statement concentrates mainly on the market and its
environment apart from its product or services. A perfect mission statement must be committed
to bring out its best features that benefit the customers and the company, rather than limiting
opportunities. Situational analysis on the complete business environment has to be conducted
after determining the mission statement. Because, this helps to stay competitive. Marketing is
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important to stay in the competition. Various social media options are available today for this
purpose.
Social media refers to online media which advances the conversation in contract with the
traditional media approach. In the traditional media, the readers cannot participate in the
development of the content, but it is possible in social media content. Because, it is a place where
a lot of people talk, share their views and bookmark in a huge network. There are various social
media sites like YouTube and Flickr via social networks like Facebook, Twitter, Pinterest and
LinkedIn. In this technology oriented world, there are huge scope to attract large number of
people in the social media. Moreover, it is even fun to be a part of it, because of the options like
sharing photos, videos, like and dislikes. It provides large engagement which is not possible by
Television. At present, all types of businesses are opting social media for marketing, because it
offers less cost promotion for the business (Ward, 2016).
Answer the following to find the best social media for the business (Ward, 2017):
1) Which social media suits best for your business?
2) What is the estimated budget for the social media plan?
3) What are the social media goals of your business?
4) Who is implementing the social media plan for your business?
5) How is the success of the social media plan measured?
Additionally, through social media it is easy to monitor and can be measured anytime. On
the other hand, the social media strategy also requires management of KPI and execution.
The social marketing's goal requires to be integral to the community, where the objective
is to increase awareness using a specific tactics, through social media. The tactics proceed with
actions and controlling the actions. Social media can also bring opportunities through online
advertisements. It benefits with the amount of time and number of employees involve in this
approach. Here, the content tracking is required. If one content is present in different ecosystem,
with different language at different timing it can help to reach many people and can establish
good relationship too. As these days, the digital tactics are essential for marketing. The key
point to bridge the gap between the business and the customers is to establish online connection.
For instance, via tweets. For a successful plan, good planning is the key, which roots from
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