Digital Marketing Strategies and Analysis

This assignment delves into the world of digital marketing, examining various strategies, their effectiveness, and the challenges faced in implementation. It analyzes key digital marketing tools and platforms like Google AdWords and social media marketing. The document also explores successful digital marketing campaigns, highlighting best practices and offering insights into future trends. Case studies provide real-world examples to illustrate these concepts.

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.
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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%.
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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
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INTRODUCTION
Digital marketing is an advanced approach that emerged progressively in 21st century. It
can be refereed as marketing of a wide range of offerings with the aid of digital technology
(Chaffey, Smith and Smith, 2012). Digital marketing makes the use of effective techniques like,
search engine optimization, e-posters, social media marketing, instant messaging, blogging and
content automation. Further, designing shopping applications can also be considered as a kind of
digital marketing. This is cost effective approach used by business to reach millions of
customers.
The idea behind this report is to highlight the significance of digital marketing in the
context of Virgin Money Giving. It is a non-profit organization formed by Virgin Money in year
2009. The main purpose of this organization is to assist various fund raisers to generate funds for
charitable and other good causes. It has also benefactor of London Marathon. At present,
company is intending to use online fund raising to encourage donation for charity work. The
main aim of Virgin Money Giving is to double its market share of online fund raising from 20%
to 40% in 3 years. Therefore, in this report, a marketing plan will be devised as per the provided
budget of £400,000 for 1 year. Further, SMART objectives will be framed that will help cited
company to attain marketing goals.
BUSINESS AND MARKETING OBJECTIVES
2.1 Business Objectives
Virgin Money Giving is a charitable organization who aims to raise fund for various
benevolent purpose (Ryan, 2014). The mission statement of company reflects the ambition of its
parent company that is to “make everyone better off”. With this aspect, organization wants to
make the state of fund raisers superior by generating more funds which will help them in
bringing change in the society. Further, it will also help company in building goodwill in the
market. The key objective of company is to double the market share of online fund giving in the
UK from 20% to 40% by the end of 3 years (IDM/Virgin Money Giving-2015).
2.2 Marketing objectives
Marketing objectives will help Virgin Money Giving in framing clear goals that will
assist in promoting its services to potential fund raisers which could be attained within a
provided time frame. It will further provide direction to all the marketing efforts of company
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(Jobber and Ellis-Chadwick, 2012). For this aspect, organization can take assistance of SMART
objectives which stand for, specific, measurable, attainable, relevant and time bound. Marketing
objectives will also assist in redefining the challenges faced by business so that company can
track its progress towards them. In this respect, marketing objectives can be as follow:
 To increase the online fundraising from 20% at present to 40% and above by the end of 3
years (IDM/Virgin Money Giving, 2015).
 To create minimum 10 promotional pages of Virgin Money Giving on different online
portals within 3 months. Therefore, marketing managers can create digital pages on e-
commerce sites, Facebook, Twitter, LinkedIn etc.
 To raise at least £10m through Virgin Money Giving website in one year
 To have at least 5000 visitors per day to the website and ensuring 5% of them to become
part of our fund raiser groups. Therefore, marketing goal of company is to have at least
5% conversion rate.
 To influence around 20% of charities to become registered users of Virgin Money Giving
for raising funds through online sources. Since, only 12 %, of charities are using online
fund raising therefore, this ratio must be improved up to 20% in 1 year.
 To use search engine optimization for enhancing footfalls on the official web site of
Virgin Money Giving.
Furthermore, a proper marketing plan will help company in attaining the aforementioned
marketing objectives effectively. However, it is appropriate for welfare organization to consider
the provided marketing budget of £ 400,000 for 1 year Royle and Laing, 2014).
3. SEGMENTATION AND TARGETING
In order to accomplish the framed marketing objectives, it is viable for Virgin Money
Giving to use market segmentation and targeting approach (Brenna and Croft, 2012). Here,
segmentation will enable marketers to divide the total market into various customer groups. On
the other hand, targeting will help company in determining the potential fund raisers to whom
company wants to influence first. Therefore, business can ascertain different groups that it
wants to target and determine various mediums for the same. On the basis of effective
segmentation and targeting, a sound strategy can be prepared by Virgin Money Giving that will
also assist in customer acquisition and retention (Stone and Woodcock, 2014).
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3.1 Market Overview
At present, total market share of Virgin Money Giving is less than 20% as compare to its
major rival, JustGiving that has 73% of market share. The main reason of increased market share
of Just Giving is due to first mover advantage in online fund raising websites (Ramsay, 2010).
Further, it has been identified from surveys that online market share has increased by an
estimated 95% in past 5 years. In addition to this, it has been identified that fund raising market
is controlled by JustGiving as it is the first major player. On the contrary, Virgin Money Giving
holds second position. Further, dominance of JustGiving can be understood from the following
table.
IDM/Virgin Money Giving
(2015)
On the other hand, Virgin Money Giving has raised over £77 million from London
Marathon. Further, it has raised over 200million from 2009-2013. Also, it has increased an extra
£12 million from charities as compared to its major rival, JustGiving. More than 10,000 charities
are registered online with Virgin money giving (Klimis, 2010).
In this respect, a comparison can be done between two brands which is as follows:
Virgin Money Giving Just Giving
It charges a nominal fees of 2%. (Virgin
Money Giving, 2016)
It charges 5% fees on donations. (Just Giving,
2016)
It is a leading fund raising partner of
London Marathon. It assisted in raising
around £77m funds through runners
(Durkin, 2013).
It collaborates with Vodafone, a renowned mobile
network company who assists brand in launching
Just Text Giving app. It further helps in raising
charity through text messaging (Verhoef and et.al.,
2014).
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Since its establishment in 2009, it has been
suffering from the issue of lack of
awareness among fund raisers.
It was founded in year 2000 and since its
establishment, it has been enjoying first mover
advantage.
The major brand strength of Virgin Money Giving is its low processing fees while Just
Giving enjoys competitive advantage in terms of its first mover benefits.
3.2 Potential segments to target
Since, its inception that Virgin Money Giving is a fund raising company therefore, its
major target is Charities (Vo and et.al., 2010). At present, company is offering its services to
major voluntary organization like, Cancer Research, Save the children, British Red Cross and
Macmillian Cancer Support etc. However, company can still focus on other charities, non profit
business etc for whom it can raise funds. The organization will get benefit in terms of increased
brand awareness and income in terms of fees and gift aids (Chi, 2011). However, the major
disadvantages of targeting charity are that only 12% charities believe in online fund raising.
Thereafter, company can also help individuals working for social cause to raise funds at small
scale. In addition to this, organization can raise funds for corporate members. The charities are
also targeting fundraisers for accomplishing its purpose since, cited company is new in this
market so it should target the charities first. It will be also beneficial for organization as it has
limited budget (Stone and Woodcock, 2014). For this aspect, it is important for Virgin Money
Giving to make use cost effective and innovative communication strategy which will further help
in generating awareness about the services offered by brand.
3.3 Proposed target audience
In order to reach the target audience it can be proposed that company should use effective
marketing strategy. It has been identified that major concern of Virgin Money Giving is on small
and medium sized Charities and other nonprofit corporations. The benefit of targeting them is
that they are yet to take benefit of online fund raising therefore; they offer the opportunities for
Virgin Money Giving to be their platform of choice. The company will focus majorly on
individuals or business interested in bringing difference in society using benevolent services etc.
In order to influence the fund raisers to become part of their business company can quote its
success in London Marathon where the main focus of Virgin Money giving is to assist runners
raise more and more funds for charity. Further, the marketers of Virgin Money Giving should
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ensure that its communication proposals meet the needs of target audience in best manner
(Chaffey, Smith and Smith, 2012). The main purpose of charities is to generate funds for noble
cause therefore, company can highlight how it can help them in raising funds from various
sources at low cost. Charities work for welfare and social cause rather than profit making
therefore, low fees charged by cited company will be beneficial for them. Thereafter, brand
image of Virgin Money Giving will also support and benefit charities in raising funds in less
time and cost (Ryan, 2014). Therefore, company can take help of digital campaign that will assist
in building trust among the charities regarding online fund raising. However, it is feasible for it
to consider the budget while reaching the target group.
3.4 Customer Acquisition and Retention strategy
The customers play role of lifeblood for Virgin Money Giving as they consume the
services offered by company and generate fees and subscription in return (Jobber and Ellis-
Chadwick, 2012). The major charities that use Virgin Mobile Giving for raising funds are, Save
the Children, Alzheimer’s Society, Macmillan Cancer support, British Red Cross, Anthony
Nolan, Cancer Research UK, Cystic Fibrosis trust, Child Cancer with UK, Leukemia and
Lymphoma Research and Mind etc. Further, it also organizes fund raising events for such
customers like, London Marathon, Nightrider, Deloitte ride, Triathlon in London, UK Challenge
and many more. They are some examples of existing leading charitable company working with
Virgin Money Giving (Davies and et.al., 2011). Therefore, they help company in attaining its
noble goals and building the positive image of brand in market. Further, it is significant for
organization to stimulate to customers also. Therefore, to acquire new customers and retain them
in long run it is feasible for company to understand their goals and objectives. The innovative
digital technology like, search engine optimization, mobile applications, e-commerce sites,
blogging etc will help in acquiring new customers (Dorfman and et.al., 2012). With the help of
these new events organized by company and other achievements must be highlighted. By using
this technique and showcasing positive image, Virgin Money Giving can retain its present
customers and attract new one.
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4 Communications Objectives
Communication is an effective approach that will help company in exchanging important
information, ideas, knowledge etc with target audience (Royle and Laing, 2014). With the help
of communication, organization can spread awareness about its services and enhance its market
share. It further help Virgin Money Giving in developing strong interpersonal relationship with
target customers. It further assist in retaining the customers in long run. Also, communication
plays strong role in attracting new customers in market. Further, to attain and support the
marketing objectives, it is feasible for company to frame communication targets (Brennan and
Croft, 2012). Therefore, communication plays a viable role in acquiring the set marketing goals.
In this respect, the communication objectives of Virgin Money Giving can be as follows:
To build brand awareness among target audience; NGOs, charity, individual etc: In
order to measure brand cognizance company can measure the increase in number of page
visitors. Further, organization can also measure the number of times page visited by customers.
Thereafter, search engine optimization will also help in determining the level of brand
recognition among customers (Stone and Woodcock, 2014). It further states how frequently the
brand name appears on search engine sites. Further, marketers can also track the number of
followers on social web pages like, Twitter, fan following on Facebook etc. The increased
number of footfalls on e-commerce site of Virgin Money Givings will show the improvement in
brand awareness.
To build awareness about the brand benefits: The communication objectives should
be aimed at building recognition about the benefits of using Virgin Money Giving for fund
raising. This will also support in attaining the strategic goal of enhancing market share up to 40%
in 3 years (Ramsay, 2010). In this respect, the more people aware about the services offered by
business the more they will be demand. Therefore, the increased customer base will further result
into enhanced market share of brand and thus will provide direction towards attainment of
strategic goals of business.
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5. Outlining the communication strategy
In order to attain the defined marketing objectives, it is important for marketers of Virgin
Money Giving to design a effective communication strategy. Since, the company is intending to
increase its market share by 20% in 3 years it can take assistance of digital marketing campaign
(Vo and et.al., 2010). Digital marketing is the best and most appreciated approach at present. It is
also cost effective method of reaching millions of customers within low time. Therefore, there
are large number of communication channels that can be adopted by company which can be
further explained as follows:
 Search engine optimization: It is a process of making website popular among users by
showing the name of brand frequently on search engine results pages (Griffiths and
Casswell, 2010). It is crucial approach for Virgin Money Giving as up to 93% online
experience start with usage of search engine. With this aspect, company can stimulate its
visitors to transform into its users in future. It will further help in increasing the footfalls
on the official brand page of company and thereby accomplishing the marketing targets.
 Social Media marketing: It enable the use of leading social sites for developing brand
recognition in market. With this aspect, company can interact with its target audience,
generate awareness about its operations and ensure the increase of more and more visitors
(Chan and Guillet, 2011). It is justified for organization to use this marketing as social
media users are enhancing by up to 30% every year. At present 93.5% of individuals are
using social media like, Facebook, twitter, YouTube. Therefore, company can design at
least 10 promotional web-pages on various social sites. It will also help in attaining the
marketing objectives.
 Pay per Click: It is a procedure of using leading PPC networks like that of Google
AdWords in order to target the prospective audience. Therefore, company can stimulate
the charities and other voluntary organization already in need of fund raisers. It can be
used because it is effective approach for increasing online traffic.
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 Mobile application: Virgin Money Giving can design a mobile applications where
customers can donate funds upto certain limit within their comfort zone. It will help in
keeping the users informed about the fund raising endeavors of company and stimulate
them to raise more money for noble cause (Chaffey, Smith and Smith, 2012).
Furthermore, the organization can also take help of other methods like, emailing the fund
raisers thank you after participating in fund raising event. It will also help in building goodwill of
company and stimulate target members to repeat fund raising in future. Also, it can thank its
employees for organizing effective fund raising programs that helped business in getting
recognition and more fund raisers. Therefore, the aforementioned strategy will help in generating
funds in initial year. Further, it will also help in attaining the business objective of making every
one better off as employees and customers will feel privilege of being part of Virgin Money
Giving (Verhoef and et.al., 2014).
Furthermore, with the help of communication strategy, company will be able to reach 500
visitors per day on its official website which is also part of its marketing objectives. In this
respect, various innovative ways can be used by entity to drive traffic on its website (Klimis,
2010). For this aspect, company can use advertisement on social media pages, paid search like,
pay per click etc. It will further provide support in attaining the marketing target of acquiring
atleast £800,000 from the official e-commerce sites of Virgin Money Giving. On page search
engine optimization can also be used. Thereafter, guest blogging is another effective approach
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Illustration 1: Google Ad words visual marketing through pay per click scheme

that will help in increasing the number of visitors on site. The success of company in London
Marathon campaign can be highlighted along with irresistible headlines. The effective web
designing showcasing the videos, achievements, vision, mission, core competencies and other
features of its services will help in attracting various charities to become part of its online
business. (Durkin, 2013). Therefore, company will be able to influence 20% charities to be come
registered users. It will also provide a major support in enhancing the online fund raising from
20% to 40% in future. With this aspect, Further, interactive portal can be designed where target
audience can resolve their queries. In order to retain customers in long run, it is important for
company to build loyalty and advocacy in present users of service. However, to measure this,
Virgin Mobile Giving can use different tools like, Net Promoter Score which is an scale compass
from -100 to 100 that determines the willingness of existing users to recommend the services
offered by company to others. Therefore, more number of people suggesting name of Virgin
Money Giving will reflect the brand loyalty among them (Verhoef and et.al., 2014). Thereafter,
Sentiment analysis will also help in determining how the users value the services offered by
brand. Hence, the communication objectives will help in generating awareness among customers.
It will also help in converting the visitors into potential buyers.
6. Data Strategy
There are millions of customers,leading charities and organizations that are part of
business of Virgin Money Giving. Therefore, it is responsibility of company to maintain and
safeguard the customer data (Taken Smith, 2012). The data maintenance will also help keeping
the information of users so that they can be approached in future. Further, as per the Data
Protection Act of UK it is important for company to safeguard the confidential data of service
users. In this respect, organization can take help of finger print technology which enable the use
of data by authorized persons only. Thereafter, data based management system is another
approach that help in storing, retrieving and disseminating information within organization
(Jobber and Ellis-Chadwick, 2012). The important customer data can be used by company for
attaining its business objectives. According to the legal compliance also, it is important for
Virgin Mobile Giving to safeguard the data (Brenna and Croft, 2012). There are many regulatory
frameworks like Direct Marketing Association code and privacy and electronic communications
regulations that makes mandatory for organization to protect the customer data. The violation of
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these policies can result into negative image of brand in market. Therefore, customers will avoid
raising funds from Virgin Money Giving.
7. Creative proposals
With the help of creative aspects, company can motivate the existing users to be a part of
company and attract new one for remaining with them in future. Therefore, organization can
highlight its vision “to make everyone better off”. Thereafter, company can use creative tag line
like, help in bringing difference in the society to encourage people to support more in fund
raising for noble cause (Durkin, 2013). Therefore, Virgin Money Giving can design an attractive
e-poster which will showcase the success of company in London Marathon. In this respect,
organization can highlight pictures, videos, opinions of existing users etc. Along with this
company can also use Facebook post by creating pages in the name of Virgin Money Giving .
Therefore, company can keep the members and target audience aware about its efforts in the
direction of noble services.
“HELP US IN MAKING A DIFFERENCE IN SOCIETY”
Donate More.....
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8. Plan For Digital marketing campaign
Activities Budget Time frame
Marketing Research £80,000 6 months
Cost of Designing Campaign
(paid to marketing experts,
web developers)
£50,000 2 month
Budget for social media
marketing
£60,000 2-3 months
Budget for SEO £120,000 4 months
Pay per Click £50,000 5 months
Designing mobile application £40,000 6 months
Total budget and time frame £400,000 1 year
9 Timeline
Activity/Months 1 2 3 4 5 6 7 8 9 10 11 12
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Marketing Research
Cost of Designing Campaign (paid to
marketing experts, web developers)
Budget for social media marketing
Budget for SEO
Pay per Click
Designing mobile application
10 Expected Return
Particular Amount
Expected Returns £10.000.000
This return can be attained by convincing 20% of the charities for online fund raising.
Further, by converting 5% visitor ratio into customers. Thereafter, pay per click and search
engine optimization are some techniques that will help Virgin Money Giving in increasing traffic
at official site and thereby attaining the expected returns.
11. Proposed testing
Furthermore, to evaluate the effectiveness of this marketing program, Virgin Money
Giving can use marketing testing. It further help in identifying that how far the expected return
matches the gained benefit from the campaign. However, it is important for company to ensure
that benefits should exceed the expenditure done in designing marketing campaign. Further, A
and B testing can be used by marketers for comparing two versions of web page or mobile
application against each other. With this aspect, company can ascertain which one is better for
them. Therefore, it has been identified that Facebook web page is working better for Virgin
Money giving as compared to its Twitter page. Further, the number of individuals following the
brand is more on Facebook therefore, increased level of individuals are getting linked with brand
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(Klimis, 2010). This will further helping in enhancing the awareness of brand among customers .
Therefore, market share of company is increasing at fast pace.
12. Recommendation on how plan will role out in 2 and 3 year to reach the target of 40% by end
of 3 rd year
Since, its inception that devised plan is for 3 years that will help company in increasing
the market share from 20 to 40% after completion of 3 years. Further, the marketing budget will
also be increased in 2 and 3 rd year therefore, more expenditure can be incurred by company. In
this respect, following recommendation can be considered by Virgin Money Giving.
 Company can conduct meeting of JMG charity and VMG donation to convince them to
become part of their fund raising campaign.
 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%.
CONCLUSION
Summing up the entire report, it can be concluded that digital marketing is effective approach
that help in increasing brand awareness at present. With the help of this approach Virgin Money
giving can attract different audience to help in its fund raising programs. In order to reach the
customers, company can use segmentation, targeting. In addition to this, proper communication
can b used to reach the prospective audience.
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