DIGITAL MARKETING 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 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. 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
Digital Marketing in Virgin Money Giving
Added on 2020-02-05
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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 frameobjectives 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 usersto 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 2ndand 3rdyear 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 3rdyear. 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 3rdyear 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
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