Digital Media communications Plan Assignment 2022

Running head: DIGITAL MEDIA COMMUNICATIONS PLAN
DIGITAL MEDIA COMMUNICATIONS PLAN
Student’s Name
University Name
Author note

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DIGITAL MEDIA COMMUNICATIONS PLAN
Introduction
Marketing is considered to be one of the most vital elements for the overall success and
profitability of the business organization. Birchbox is a beauty and grooming business
organization having a global presence. The business organization provides highly personalized
makeup kits, hair care, skin care products, and sample for both men and female. They also
provide delivery to the doorstep of the consumers thereby gaining them a competitive advantage.
However, Birchbox plans to expand its operations and reach to its new target segments while
retaining the old customers. The purpose of this report is to conduct a marketing communications
plan for Birchbox.
Discussion and analysis
Communications theory
Marketing communication is considered to be one of the most essential marketing strategies of
any business organization. The AIDA model of communication identifies various stages of a
buying procedures of a consumer based on which the organizations can implement strategies to
attract the customers (Angell and Kraemer 2019).
Attention – This is a stage in which the consumers are generally attracted to the product or
service offered by the customers (Chaffey and Ellis-Chadwick 2019). At this stage, the marketers
must take initiative to attract the consumers by making them aware of the products presence in
the market.

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DIGITAL MEDIA COMMUNICATIONS PLAN
Interest – In this stage, the consumers tend to gain more information about the product. Hence,
the marketers must evoke interest by informing them about the unique features and
characteristics as well as the benefits of the products to the customers.
Desire – In this stage, the consumers compare the products with the competitors products, they
research on the products or services. Hence, at this stage, the marketers must evoke desire by
providing offers and discounts or free gifts to create a sense of urgency among the consumers
(Chaffey and Ellis-Chadwick 2019). This will enable the business organization to generate desire
among the consumers.
Action – This is the final stage of a consumer purchasing behavior when they finally decide to
purchase the products. The marketers must ensure that they are provided with after sale service
to retain the customers and make them loyal to the business organization’s products and services
(Confos and Davis 2016).
Marketing planning
Birchbox – The mission of Birchbox is to reach to the new segment customers and retain
existing customers of the business organization. The company plans to expand its operations to
the new target segments.
Goals and objectives of marketing
Increase sales – The marketing must take steps to increase the sales and profitability of the
business organization.