Digital Marketing Plan for Unilever: SOSTAC, Tactics, and Actions

This report provides a comprehensive analysis of Unilever's digital marketing strategy, employing the SOSTAC framework to assess their current online presence and to develop a strategic plan for enhancing their digital marketing efforts, particularly for a new line of organic products. The analysis includes a situational assessment using SWOT, followed by the establishment of objectives, tactics, actions, and controls. The report details segmentation, targeting, and positioning (STP) strategies to identify and reach the most profitable customer segments. The marketing mix (7Ps) is utilized to define the product offerings, pricing strategies, placement, promotion, people, processes, and physical evidence necessary for successful market penetration. A budget allocation is proposed to support the marketing activities. The action plan outlines specific steps to achieve the set objectives, including increasing market share, maximizing profit, and boosting sales. The report also includes a personal blog reflecting on the learning experience and the application of marketing concepts.

Digital Marketing
Project

EXECUTIVE SUMMARY
Digital marketing strategy refers to a collection of different planned actions that helps
company to performed their business in online platforms in order to meet their specific
organisational goals more effectively. This makes company to analyse the most suitable and
profitable online channels that helps in increasing the revenue of the company as well as improve
relationship with their customers. For the following report, chosen company is Unilever for
which digital marketing strategy is developed by analysing their situation, objectives, tactics,
actions, and controls.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Critically assessing the company's current online presence (situational analysis) with the help
of SOSTAC Framework.........................................................................................................3
Developing a digital marketing strategy for the company which includes objectives, tactics,
actions and controls................................................................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
PART 2 .........................................................................................................................................12
INTRODUCTION.........................................................................................................................12
MAIN BODY.................................................................................................................................12
Marketing Plan.....................................................................................................................12
Content Calender..................................................................................................................13
Discussion of SEO and keyword techniques........................................................................13
Data Analysis and discussion in relation to marketing plan and activities carried out........15
Reflection.............................................................................................................................16
Personal Blog........................................................................................................................17
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................25
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PART 1
INTRODUCTION
Digital marketing strategy refers to a method that makes company to make their focus on
using digital technologies in order to market their products or services in all over the world.
Different types of digital campaign are present that help company to market their products and
services worldwide effectively (Peter and Dalla Vecchia, 2021)
. In the following report, selected company is Unilever which is an international company of UK
and provides consumer goods to their potential customers worldwide. The founders of the
company are Lever Brothers and Margarine Unie and founded on 2 September 1929 and its
headquarters is in London, England. The report describes the SOSTAC framework for analysing
company's current online presence. It further analyses the digital marketing strategy for the
company which includes its objectives, tactics, actions and controls.
MAIN BODY
Critically assessing the company's current online presence (situational analysis) with the help of
SOSTAC Framework
Summary-
SOSTAC Framework refers to the marketing model that help company to create an easy
that helps in creating an easy way for setting clear and concise goals in order to market their
products and services in digital platform effectively. Unilever is one of the largest company of
UK which operates their business in almost 190 countries and owns around 400 brands in all
over the world. Its products are divided into three categories that are Home care, food and
refreshment as well as personal care (Napolitano, 2021). The consumer goods of Unilever are
used by the consumer in their daily lives. The company provides diversified range of the
products that help company and it was also a biggest spender on media and marketing in all over
the world. The changing in digital technology does not affects Unilever because it is succeeding
in making their customer engaged with their social media platforms. Situational analyses refer to
the first step of SOSTAC framework that described the current position of the company. Its
situational analysis is described with the help of SWOT analysis:
Strengths
 Around in 190 countries Unilever
Weaknesses
 The products of the company are
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operates its business that makes
company to attract more and more
consumers with their global presence.
 Unilever place its image in top of the
mind of their customers that makes
customers to prefer them first.
 The company has deep brand portfolio
along with heterogeneous consumer
goods range (Kitchin and Bustard,
2017).
 The price of their products are flexible
in nature which match the willingness
of their potential customers in order to
meet it.
imitable in nature which affects its
continuous operations.
 Because of limited diversification in
their business its product mix is poor.
 Easy availability of substitutes as well
as low switching prices affects
company are one of the most effective
weakness of the company that affects
its operations.
 The company is huge depend on
customers which also affects them to
make competitive position in the
market.
Opportunities
 In increase of development in the
economy which helps in increasing the
living standard of the people which also
creates opportunity for the Unilever in
order to enhance its sales.
 By the growing of health conscious
products in the market creates
opportunities for the company to attract
more and more customers for their
healthy products.
 Development of digital technology and
social media campaign creates
opportunities for the company to
enhance their market growth more
effectively.
Threats
 The business of Unilever highly
depends on retailers and they are
making their own private label brands
which creates biggest threats for the
company (Bustard and Kitchin, 2021).
 It strongest competitors in the market
makes difficult for the Unilever to
sustain in the market because they are
focus on making continuous launch of
new products along with competitive
prices.
 Most challenging threats for the
company is product imitation because
affects company in order to maintain
their competitive position in the market.
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 The millennial generation are
increasing rapidly which also creates
opportunity for the company to make
their faster growth and higher profit.
 Increasing in the popularity of
Ayurveda products in all over the world
creates threats for the company to
engaged customers for long time in the
company.
Developing a digital marketing strategy for the company which includes objectives, tactics,
actions and controls.
In order to create digital marketing strategy for the company, it is important for its
management to analyse their objectives, tactics, actions and controls in order to achieve their
goals in effective manner (Chaffey and Smith, 2017). Objective describes what company want to
be in tits future whereas tactics describes the things which is needed to achieve their goals,
actions describes certain steps in order to achieve their objectives as well as control describes
how a company measure their performance in order to achieve their goals. In respect of Unilever,
for developing its digital marketing strategy for its more variety of organic products, its
objectives, tactics, actions and controls are described below:
Objectives:
The objectives of Unilever for making its digital marketing strategy are:
 To increase its market, share by 5% in next 12 Months.
 To earn maximum 50% of profit in upcoming 7 months.
 To increase the sales with 50% in next 15 Months.
Segmentation, Targeting and Positioning
The Unilever want introduce new products in market in order to achieve their objectives
as well as develop their digital marketing strategy more effective (Brands, 2017). The company
makes different varieties of organic products for their customers in order to attract more health
conscious customers for their products in all over the world. In order to analyse the target
customers for Unilever's more variety of organic products, STP analysis used which analyse its
segmentation, targeting and positioning are described below:
Segmentation- It divides the customers in different group or segments on the basis of
their common traits and interest. The segment for its more variety of organic products is the
combination of geographic and psycho-graphic segmentation where the company is focus on
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providing various organic products that match the interest or taste of the person in different
countries.
Targeting- This makes company to find the most effective and profitable target
customers from their selected segments. The most profitable target customers for the different
variety of organic products of Unilever in more health conscious people in different countries.
This will help in developing the market strategy for attracting the target customers for their
different varieties of organic products.
Positioning- This makes company to do something different from their competitors in
order to make their products and service in an effective position in the market (Sharma and
Bumb, 2021). The Unilever is focus on position itself in the market by providing healthy and
organic products to their target customers. Digital marketing strategy help them to make
effective position in the market.
Tactics-
In order to analyse the tactics for more varieties of organic products of Unilever, marketing mix
is used in order to help them to market their products more effectively in all over the world.
Marketing Mix-
It refers to a marketing tools that help company to market their products more effectively
in the market in order to attract more and more customers towards it. It describes 7Ps that help
company to market their products in more efficient manner.
 Product- It refers to the offerings that a company want to sell their potential customers in
order to earn more and more profit (Smith and Zook, 2019). In case of Unilever, in order
to make digital marketing strategy for their products are different variety of Organic
products such as shampoo, drinks, etc.
 Price- The price refers to the cost that a company want to charge in the exchange of their
products from their target customers. As the products of Unilever are consumer goods
and want to provide the more variety in organic products, this makes company to charge
reasonable price from their customers in order to attract as well as engage them
effectively.
 Place- This refers to the area where a company want to market their products as well as
attract more and more customers. As the Unilever has presence in 190 countries in all
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over the world this makes digital marketer to develop its digital marketing strategy
effective in order to attract more and more customers for their products.
 Promotion- This describes the strategy that a company used in order to promote their
products and service in the market. As the Unilever is focus on Digital campaign and
social media campaign in order to promote more and more products more effectively.
 People- This describes the person that help company to deliver most effective product or
service to their customers. In Unilever, its labours are highly skilled and experienced that
helps in producing high quality organic products in order to make them satisfy.
 Process- This refers to stages in order to makes raw material into a final product. The
production process of Unilever is very that help in producing the high quality products to
their customers (Rowles and Brown, 2017). The organic products of the company are
manufacture in a very hygienic and safe process in order to provide healthy service to
their customers.
 Physical evidence- This refers to things that help in making the physical presence of the
company in the market. The stores and shops of Unilever in all over the country are its
physical evidence that helps in attracting the customers for its more varieties of Organic
products in the market.
Budget allocation-
In order to develop digital marketing strategy for the different varieties of organic
products of Unilever, the budget is required in order to accomplish it effectively (Matidza, Ping
and Nyasulu, 2020). The budget is mentioned below:
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Print Media 7000
Total 148000
Action Plan-
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The actions required to meet the objectives of the Unilever by using digital marketing
strategy for their different varieties of Organic products are described below:
Objectives Strategy Tactics Control and
measure
Time period
To increase its
market share by
5%
In order to
achieve this
Unilever need to
provide their
products in lowest
price from their
competitors.
By providing
various of
discount offers in
their consumer
goods company
can increase its
market share.
The company
measure its
performance by
analysing
repetition of
customers within
a certain period of
time.
12 Months
To earn
maximum 50%
of profit
By providing
more varieties to
their customers it
can help company
to attract more
and more
customers which
helps them to
earn more profit.
The company can
use digital
platforms or
social media
platforms in order
to attract
customers from
all over the world.
The performance
of the company
can be measured
by analysing their
social media sites.
7 months
To increase the
sales with 50%
In order to
increase its sales
can offer its more
varieties of
products in
reasonable price
in order to attract
more customers
as well as
The company can
provides more
attractive offers to
the customers in
their different
varieties in helps
them to increase
their sales more
effectively.
The performance
is measure by
analysing number
of offer provided
to their customers
(Azeredo, Reis
and Pinto, 2020).
15 Months
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engaged them for
long term.
Controlling and Monitoring
The controlling and monitoring refers to the process that makes company to review the
status of their task in order to ensure that it work works within a set time, scope and budget
(Pasha, 2018). In context of Unilever, its is important for the company to measure the
performance of their digital marketing strategy in order to make them effective for their future
purpose. There are various of tools available in the market that help company in order to measure
the performance of their digital marketing campaign. In order to measure its digital marketing
performance for their different varieties of Organic Products are described below:
Google Analytics – This refers to the most usable tools that helps in monitoring the
performance of any web analytics on the internet. This help management of Unilever to measure
the performance of their digital marketing for their different varieties of organic products. They
monitor the performance on the basis of bounce rates, page views, visitor’s acquisitions,
conversions, etc. on their digital marketing campaign.
Hoot suite- This is an another tool that help company to manage and monitor the
performance of their multiple social media channels with in a one place (Mone and London,
2018). This help Unilever to measure the performance of their social media channels by
analysing their real time analytics which includes followers, engagement, mentions, number of
clicks of in their links. This will help company to measure the digital marketing performance for
their different varieties of organic products in all over the world.
Sales-Force- This refers to a cloud based software of customer relationship management
that help company to measure their performance in digital marketing campaign. This will collect
the all the data related to their customers such as social media accounts, activity history,
conversation with their customer care, deals they interact with in order to forecast their sales
activity.
CONCLUSION
From the above mentioned report, it is concluded that digital marketing strategy help
company to analyse the best method that help them to market their product and service in digital
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platforms in order to attract customers from all over the world. SOSTAC Framework is a most
useful method for that helps them define their objectives what they want to become in their
future, what are things needed in order to achieve this objectives, what are action needed in order
to accomplish it as well as how to measure the performance or control it effectively. STP
analysis help company to analyse market segmentation and target customers for their products
and services. Product, price, place, promotion, people, process and physical evidence are 7Ps of
marketing mix that help company to market their products and services effectively. Google
analytics, hoot suite and sales force are some tools that help company to control and measure
their performance in their digital platform more effectively.
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REFERENCES
Books and Journals:
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, pp.251-265.
Napoletano, T., 2021. Marketing of Food Ideas: a Digital Marketing Plan for the E-Commerce
Start-up “Da MaMa” (Doctoral dissertation).
Kitchin, P.J. and Bustard, J.R., 2017. Event sponsorship. Event management: An international
approach, pp.167-184.
Bustard, J.R. and Kitchin, P.J., 2021. 5 MARKETING EVENTS: AN ECOSYSTEM
PERSPECTIVE. Events Management: An International Approach, p.117.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Brands, L.F., 2017. “Exclusivity Dared”. Digital Marketing Strategies for Fashion and Luxury
Brands, p.165.
Sharma, S. and Bumb, A., 2021. Marketing at the Bottom of the Pyramid: Overcoming the
Challenges through MICMAC Analysis. Journal of Global Marketing, 34(4), pp.292-
307.
Smith, P.R. and Zook, Z., 2019. Marketing communications: Integrating online and offline,
customer engagement and digital technologies. Kogan Page Publishers.
Rowles, D. and Brown, T., 2017. Building digital culture: A practical guide to successful digital
transformation. Kogan Page Publishers.
Matidza, I., Ping, T. and Nyasulu, C., 2020. Use of digital marketing in estate agency industry in
Malawi. E-Learning and Digital Media, 17(3), pp.253-270.
Azeredo, H., Reis, J.L. and Pinto, A.S., 2020. The LexDoBusiness Collaborative Platform.
In Marketing and Smart Technologies (pp. 377-387). Springer, Singapore.
Pasha, O., 2018. Can performance management best practices help reduce crime?. Public
Administration Review, 78(2), pp.217-227.
Mone, E.M. and London, M., 2018. Employee engagement through effective performance
management: A practical guide for managers. Routledge.
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PART 2
INTRODUCTION
Blogging is one of the most lucrative and rewarding careers in the current business and
job landscape although many still use and practice as an outlet to showcase their talents and
hobbies while working their main jobs (Pilkington, 2018). The art of self-publishing online is
being used rapidly by individuals and corporates alike in order to either supplement existing
products and services and in many cases, as a marketing tool to start a new business endeavours
from scratch (Andersson, 2019). This report will cover writings of personal blog summaries and
various ways to market the blog and make it a well-functioning avenue of money making.
MAIN BODY
Personal Blog
A marketing blog has been created for the purpose of writing these summaries and the
detailed page outlook has been designed below along with the link.
https://edinnn.blogspot.com/2022/03/best-places-to-visit-in-edinburgh.html
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Marketing Plan
Marketing Plan Ideas for completion
The title of my blog
is
Best Places To Visit In Edinburgh
My inspiration for
the blog was…
To entice people to travel after the pandemic as restrictions have
eased and to highlight underrated travel locations within Edinburgh as
it is a city worth exploring by everyone who has interest in travelling
to unique locations.
My target audience
is…
Tourists and travellers who are looking to visit unique locations with
new experiences to discover along with people who are already
planning or are interested to visit UK and are looking for places to
visit.
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My USP (unique
selling point) is… Simplistic design and easy to interpret tourism and travel specific
information along with detailed description of highly sought after
places to travel. The information is highly concentrated and
knowledgeable.
My target audience
will find it via…
My social media channels which will include Instagram, Twitter,
LinkedIn and Facebook. My blog will also be back-linked using
articles and answers given on Quota. I will also make a YouTube
video on the same title with cross referencing of the blog post.
My readers will
share it because…
It provides spotlight to prominent and respectable places worth
visiting in Edinburgh, it has detailed sources about the information
and domain of each location listed so that visitors can visit the
websites of these locations as per their leisure.
How will I test my
blog before I publish
it
Making sure the links generated in the post are properly referenced
and working, using grammar tools to check proper spelling and
formatting, conducting market research into the locations in
Edinburgh which provide unique and worthwhile experiences to
market towards travellers.
An example of
successful content
targeting the same
target audience is…
Some relevant competitors targeting the same segment include:
 st-christophers
 opodo
 e-dreams
Content Calendar
Report
Discussion of SEO and keyword techniques
The current scenario of digital marketing is quite complex and widespread as the sector
has seen Multifood growth over the last decade. Business across have been shelling out budgets
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in millions solely dedicated to digital and social media promotion tactics to drive sales and
revenue as digitisation has once again gained priority in the post pandemic world (Bizzi, 2020).
Application of digital marketing tools in context of promoting blog “Best places to visit in
Edinburgh can provide predictable results with consistently high level of lead generation and
measurable visitor traffic.
SEO short for Search Engine Optimization is one such tool which has seen universal
application for the purpose of attaining and maintaining online branding and increasing traffic
naturally. Search engine optimization is an important tool in context of promoting digital content
such as blogs as it links the target audience of the blog to the digital content upon searching for
their requirement. In context of the blog “Best places to visit in Edinburgh” search engine
optimization can be used to direct travellers who seek to visit London to the blog and increase
viewership.
Search engine optimization can be used to promote online content so as it makes the
content easily reach the target audience. Search engine optimization helps businesses enhance
their ranking on search result web ages of major search engines such as Google or Bing (Pandey,
Nayal and Rathore, 2020). Blogging content based on specific location such as London or
content such as travelling can be promoted to the target audiences that it appears as top result on
search engine results pages after searching specific keywords. The various elements of search
engine optimization which can be applied for promoting blog about travelling in Edinburgh,
London are provided below:
 Keyword research – Gaining important insight into the keywords being used in the
content is very important as wrong phrases, links and quotes can reduce the impact of
search engine optimization in attracting internet users to the travelling blog. (The
Ultimate Keyword Research Guide for SEO, 2021). The prominent keywords which
support promotion of Blog “Best places to visit in Edinburgh” include combination of
travelling keywords with keywords of location such as Edinburgh explore or Edinburgh
travel. In addition to this keyword about specific attractions of Edinburgh ca also be used
for search engine optimization. This includes the main attractions of Edinburgh like
national museum of Scotland, Blair street underground vaults, Edinburgh Zoo, Edinburgh
Castle etc.
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 Keyword Mapping – It is a very complex process in which keywords are applied and
incorporated to a company's landing page as it is necessary to start the process of
marketing and SEO from the first visit of people on the website. This is also where a lot
of businesses make a mistake as their landing pages are not optimized and attractive
enough. The keywords used in search engine optimization of the blog “Best places to
visit in Edinburgh” will be included in the landing page content with the main keywords
such as Edinburgh and travel being highlighted and main focus of the landing page. The
keywords will be presented in an attractive manner with usage of images, colourful style
and fonts.
 Connecting message to target Audience – The process of SEO does not simple end
with researching and incorporating keywords in the content and the web pages in general
but they have to be relevant according to the current needs of the demographic. The
Teams in charge of SEO are marketing specialists who constantly study the buyer
behaviour and industry trends and keep making changes to the keywords accordingly.
The keywords for search engine optimization of the blog “Best places to visit in
Edinburgh” will be changed as per changes in consumer preferences and external
environment changes. This includes usage of COVID-19 travelling feedback with
Edinburgh travel to help consumers looking for safe travel to London get to the blog at
high search results rank.
My blog will contain keyword relevant to the marketing needs and queries raised by beginners
who are looking to enter online business arena and established veterans who need specialized
tips and will feature backlinks to other blogs and trendy keywords such as 'digital marketing',
'inbound sales' and 'content marketing'.
Search engine optimization in case of the blog “Best places to visit in Edinburgh” will be
implemented by using keywords for beginners which are relevant to preferences of target
audience. This includes consumer specific keywords such as Edinburgh safe travel or location
specific keywords such as Camera Obsucra. The keywords will be incorporated in an attractive
manner in order to rank high in search engine results and attain large audience at the company.
Data Analysis and discussion in relation to marketing plan and activities carried out
Blogging is a very complex field as there are multiple individuals and companies actively
engaged in it but the success rate is very small compared to the scope the field has as efficient
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and proactive blogs have the capacity to generate sustainable revenue on their own without any
external and supplementary activities involved (Hanlon, 2021). Analysing the blogging
performance and establishing metrics for facilitating analysis and research of the content that is
being written and published is very important.
Data analysis helps in identifying critical errors, evaluating current marketing efforts and
measuring blog and website traffic which are very important parameters for digital marketing (21
Best Marketing Blogs You NEED to Read, 2022). Analysis of blogging content and performance
on the basis of established metrics is essential in case of the blog “Best places to visit in
Edinburgh”. This is because it will help regularly improve the quality of the blog according to
consumer responses that it provides the target audience utmost satisfaction. The tools and
applications which will be used for analysing data of the blog are provide below;
 Google Analytics – It is the most diverse and primarily used tool for analysis of any
written and to be published content on the internet and is used by companies and
individuals as first priority when researching about the reach of their content due to its
simplicity and utility. This is being suitable data analysis tool for the blog “Best places to
visit in Edinburgh “the metrics used for analysis are lifted straight from the biggest and
most reliable pool of data being Google. In addition to this the usage of Google analytics
provides convenience in case of evaluating performance of “Best places to visit in
Edinburgh”. The amount of and type of traffic currently being attracted through the
content of “Best places to visit in Edinburgh”. Can be easily divided and examined
through Google analytics.
 Facebook insights – It is also an important publishing and analytical tool used for
analysis of data that is published through advertising and promotional channels of
Facebook and being a social media giant, the firm provides people and companies with
different metrics and tools under the package called Facebook Insights. Analysis of page
activity, Number of likes and extent of content teach to mass or niche audiences can be
conducted for “Best places to visit in Edinburgh” through the usage of Facebook insight.
The impact of search engine optimization in attracting travellers from different
background can be completed with the help of Facebook insights.
 Twitter Analytics – The social media website has recently doubled down to its
commitments towards helping new individuals and established businesses alike to use the
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extensive platform to conduct their promotional and content marketing needs. Twitter has
enabled formation of separate business account which can support data analyses of “Best
places to visit in Edinburgh” blog. The profile activity, tweet impressions, number of
people engaged with the Twitter page can be used to understand the interest of audience
in “Best places to visit in Edinburgh” blog.
The blog “Best places to visit in Edinburgh”. will be subjected towards a variety of
analytical and statistical checks after it's due publishing. It will also be the canvas upon which
major applications such as Google tag manager will be used to make the content appear as
professional and well sorted as possible.
Tags related to travelling in London, Edinburgh and COVID-19 travel in the area will be
properly coded and linked with URL's leading which can connect consumer to “Best places to
visit in Edinburgh”. The content in “Best places to visit in Edinburgh”, will include keywords
which are getting regularly searched on Google such as safe travelling, explore Edinburgh,
attractions in London etc.
After the publishing takes place, Google's analytical suites will be sued to properly study
the amount and type of traffic directed towards the “Best places to visit in Edinburgh”. The
social media channels such as a personal Facebook page and twitter for professionals account
will also be opened as part analysing performance of the blog “Best places to visit in Edinburgh”
using different metrics such as twitter likes and Facebook page reach (Mogaji, Soetan and Kieu,
2020).
Reflection
This activity in which I was tasked with designing, writing and publishing my own blog
in the vast world of the internet was a worthy labour as my time invested was very fruitful and I
learned a lot of different things about the complex dimensions of digital business such as
blogging, search engine optimization and content writing. Gibbs reflective cycle is an old yet
reliable method of constructing a proper argument regarding the experience attained while doing
a task and it's elements are explained below in context of the blog I made in this project and the
learnings associated with it.
 Descriptions – This project which I undertook focused on developing and efefcitvelly
promoting blog by using digital marketing tools and techniques. The title of my blog was
“Best places to visit in Edinburgh”. I made a blog which focused on the best travelling
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locations in Edinburgh, London and this experience was helpful in building my industry
specific knowledge.
 Feeling – Initially I was not happy as this was uncharted territory for me as I have always
studied and prioritized offline and physical channels of marketing as opposed to online
ones so I had to build my knowledge about blogging from scratch. I learned about search
engine optimization and gained knowledge about how the belong revolving around
travelling to Edinburgh which improved my confidence in timely completing this project.
 Evaluation – The written content that came out of this project was a highlight for me as I
developed excellent standards of writing quality and relevant content full of travelling
industry specific keywords such as safe travel, explore Edinburgh and name of famous
places in the area . The task of formatting and promoting the blog was a major hassle
because I don't have expertise in digital marketing. I learned about SEO and ways of
measuring the performance of blog on various digital platforms such as Google,
Facebook and Twitter.
 Analysis – I think that the overall goal of undertaking this project was fulfilled as I
successfully published my own blog and went through a strict and well documented
process of back-linking keywords both internally and externally. Although the way in
which I used google and twitter analytics lacked urgency and professionalism because I
was not able to use the results gained from Twitter and Google analysis with Facebook
data to gain an overall view of performance of my blog “Best places to visit in
Edinburgh”.
 Conclusion – This entire experience of undertaking blogging on the topic of “Best places
to visit in Edinburgh” has opened my eyes to the world of digital marketing and it's vast
scope and this experience will help sharpen my written skills along with creative
applications of various SEO methods in trend today. I am now also aware of the relation
between travelling and blogging as I was able to create a successfully travel blog and
promote it to target audience.
 Action Plan – Next time when I make another blog or develop a marketing plan for a
content online, I will research keywords well in advance and spend more time on digital
presence on social media sites such as Twitter and Facebook. This will help me
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incorporate Google and Twitter analytics with Facebook metrics to develop
comprehensive view of the performance of my blog
Presentation
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CONCLUSION
In the above concluded section of this project report, a blog was constructed, marketed
and evaluated in a specific time period for the purpose of gaining a broad understanding of the
different processes involved in writing and promoting content using the internet and social
media. A blog was made which highlighted the current best blogs in the market providing variety
of marketing solutions and it was complemented with a detailed marketing plan which listed the
ways it will be promoted and the idea behind it. There was also discussion on SEO and keyword
usage in promotion, different ways to analyse online content and the personal reflection about
making the above mentioned blog.
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REFERENCES
Books and Journals
Pilkington, O.A., 2018. Active learning for an online composition classroom: Blogging as an
enhancement of online curriculum. Journal of Educational Technology Systems, 47(2),
pp.213-226.
Bizzi, L., 2020. Should HR managers allow employees to use social media at work? Behavioral
and motivational outcomes of employee blogging. The International Journal of Human
Resource Management, 31(10), pp.1285-1312.
Andersson, Y., 2019. Blogs and the art of dying: Blogging with, and about, severe cancer in late
modern Swedish society. Omega-journal of Death and Dying, 79(4), pp.394-413.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal, pp.j-ausmj.
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