Digital Marketing Strategies and Analysis

DIGITAL
MARKETING
1

EXECUTIVE SUMMARY
The report herewith aims at assessing the significance of digital marketing in the context of
Virgin Money Giving which is non-profit organization formed by Virgin Money in year 2009.
The mission statement of company reflects the ambition of its parent company that is to “make
everyone better off”. The major brand strength of Virgin Mobile Giving is its low processing
fees while Just Giving enjoys competitive advantage in terms of its first mover benefits. The
report presented Virgin Money Giving' communication strategy that is designed for attaining
marketing objectives.
By devising proper strategy company can frame objectives will help company in determining
clear goals that will help in promoting its services to prospective fund raisers. The primal
objective of company is to double the market share of online money giving in the UK from 20%
to 40% by the end of 3 years. On the other hand, marketing objectives help business in raising at
least £10m through official website of brand in one year. With the help of search engine
optimization company can enhance footfalls on the official web site of Virgin Money Giving.
Currently, total market share of Virgin Money Giving is less than 20%. Therefore, to
enhance this share, company is using its competitive advantage in terms of low processing fees.
Further, company can use various promotional techniques in this respect like, Search engine
optimization, Social Media marketing, Pay per Click, Mobile application etc.
Further, creative proposal can be designed to motivate new users to be a part of Virgin
Money Giving. The report defines that company can also use Facebook post by creating pages in
the name of Virgin Money Giving. It has been recommended that organization can highlight
pictures, videos, opinions of existing users etc.
2

The digital marketing campaign will help in attaining the marketing and business
objectives as per the plan. It will also help in generating an estimated return of £10.000.000.
Furthermore, to measure the effectiveness of this program, Virgin Money Giving can use A and
B marketing testing. With this company can identify which technique is more appropriate for
business.
Furthermore, in 2nd and 3rd year the marketing budget for company will be increased.
Therefore, various recommendation will be given to attain the marketing targets to reach the
target of 40% by end of 3rd year. These are:
 Mobile application for Apple, and other iOs devices can be designed. With this company
can target high end customers interested in giving funds for noble cause.
 Marathon and other fund raising events can be conducted in other parts of UK other than
London.
 Media channels can be used for positive publicity in order to gain attention of large
number of audience.
 The investment in search engine optimization and pay per click can be increased in 2nd
and 3rd year with 2%.
3

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Business and Marketing Objectives ................................................................................................4
2.1 Business Objectives...............................................................................................................4
2.2 Marketing objectives..............................................................................................................4
3. Segmentation and Targeting .......................................................................................................5
3.1 Market Overview...................................................................................................................6
3.2 Potential segments to target ..................................................................................................7
3.3 Proposed target audience.......................................................................................................7
3.4 Customer Acquisition and Retention strategy.......................................................................8
4 Communications Objectives ....................................................................................................9
5. Outlining the communication strategy ..................................................................................10
6. Data Strategy .........................................................................................................................11
7. Creative proposals..................................................................................................................12
8. Plan For Digital marketing campaign ...................................................................................12
CONCLUSION .............................................................................................................................13
4