Digital Marketing Plan: Strategies for Cadbury World's Success

This report presents a digital marketing plan for Cadbury World, a visitor attraction. It begins with an introduction highlighting the increasing importance of social media in modern marketing, emphasizing its role in brand awareness, customer engagement, and cost-effectiveness. The main body outlines smart objectives, focusing on increasing sales and improving conversion rates through data-driven campaigns, split testing, and conversion rate optimization. The report identifies the target market as children and students, employing webographics to understand their online behavior and preferences. It then proposes innovative and creative ideas, including content series, user-generated content, live videos, brand partnerships, and visual content. The report concludes by detailing how to measure the success of the marketing campaign, including metrics like overall website traffic and traffic source analysis. References to relevant academic sources are provided throughout the report.

DIGITAL MARKETING
PLAN

Table of contents
INTRODUCTION 3
MAIN BODY 4
Smart objectives 4
Proposed target market 5
Innovative and creative Ideas 5
Measuring the success of your campaign 6
Timescale 7
Pay per click advertising 7
CONCLUSION 8
REFRENCES 10

INTRODUCTION
The use of social media in the organisation is increasing at a very fast rate. The role of social media in the
organisation to make it successful is so wide. The organisation these days are using the social media and websites foe
interacting with their audiences, building up their brands, address the issue in the real time and empower the costumers of
the organisation. Social media is relevant to the organisation as it:
Helps in improving the awareness of the brand
In one click of the button the brand of the organisation is promoted to millions of the people around the
world. Social media increases the brand visibility to the potential as well as the current users (Matikiti, Mpinganjira and
Roberts-Lombard, 2018).
Cost effective
The organisation uses the social media as a resource for marketing the organisation, services and products
free of cost. The organisation can use the social media by sharing a video to build more sales and the excitement for the
brand in the customers instead of spending million on the TV advertisements.
Customer engagement
The organisation can use the social media as a way to communicate with their customers and engage in a
two way conversation. This helps to build an engagement with the customers that allows the customers to shave voice.
Loyalty to brand
Social media provides an easy way for the customers to connect with the organisation to understand the
brand messaging of the business. It helps in building the bonds that are essential for the long term business to be
successful.
Improved customer satisfaction
Social media provides the customers to speak up their problems and helps in achieving greater customer
satisfaction. This is done by acting upon the customer’s problems and making bonds with them.
Education
The organisation can also use the social media for educating the customers by posting articles and videos
(Hollebeek, 2019).

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• Different platforms and their uses in business are:
• Facebook
• The platform is used by one billion users every day. By building a email list new
customers are attracted. It’s used for the interaction after they are attracted towards
the organisation.
• Instagram
• Used by one billion users every day. The companies can share photos and videos
for the promotion.
• Twitter
• The platform is used to find ways to monetize. It gives the companies to make
limited noise with the character limit.
• LinkedIn
• It is used by the professional to find and get the jobs relevant to them. It is also
used for sharing content.
• YouTube
• It is a video based platform used by the organisation to promote the business
online.

MAIN BODY
Smart objectives
When the organisation is setting the objectives for the company it need to make
sure that it is aligned with the business goals and key indicators of the performance. The
main objective in the digital marketing is to improve the sales of the business. Increasing
the sales of the Cadbury’s World is directly linked with the advocacy and the developing
engagement. In the time where there are many distractions it is very difficult to maintain
the attention of the audience. The company use the large amount of data they have of their
customers to identify the correct search criteria for the campaigns in the digital advertising.
The company can use the information like the age, location and the activity on the
internet to improve their advertisements and become less intrusive. This can help in
making better engagement with the customers. For increasing the sales the company
campaign tracking to when the specific keywords, target groups and the times are not
working. The company is paying for the clicks and this makes it important for the
campaigns to stop the moment they are not working according to the expectation. The
company can use the split test for the similar keywords, text and images to maximise the
rate of information of the digital advertising campaigns. The company is able to use the
split test when they are having two keywords as they can split test them to know which one
performs better (Low and et.al, 2020).

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The other main objective of the company is improvement in the conversion rate for
the advocacy and developing the engagement. The company check their pay per click
advertisement budgets increasing and the rate of conversion in the market is decreasing. In
this the company can use the conversion rate optimisation so that it can get the most clicks
and hence pay or themselves. The company have to make the website that is easy to use
and attract the visitors on the page to take action the company want them to make. They
have to develop the engagement of the customers. This need to be done because of the
competitors in the online business is taking the customers and the company need convert
the visitors into the customers. The conversion optimisation helps the company to stay
ahead of the competition.
The company need to increase the cost of digital marketing. The aim of the
company is to direct the customers to the business and make sure that they act as the
company want and this is done with the help of CRO (chief risk officer). CRO is the
executive to manage the risk at the company. The CRO have the god knowledge of the
various backgrounds such as legal, economic, accounting and actuarial. The CRO
constantly evolve with time as the business and the technologies change. This helps in
improving the purchasing pattern that in turn improves the conversion rate and the combat
the rise in the cost of digital marketing (Santoso, Kauf and Aristo, 2019).

Proposed target market
Cadbury World is located in Birmingham, England and is a visitor attraction. The
place is run by the Cadbury Company and this place features the exhibition tour that s
self-guided. This is used by the company to tell the visitors about the chocolate and the
business at Cadbury. The place is visited by around 500,000 people each year and the
mainly includes the children and students. This makes children and students target
audience for the Cadbury world as they prefer chocolate more than any other thing.
Chocolate satisfies their needs in the best ways (Bueno, Caro and Gallego, 2018).
The company uses the webographics for the segmentation of the targeted
audiences. The company use the data of the customers by knowing the use of internet,
habit and preferences when surfing online. The webographics criteria include:
• The type of sites the audience have visited or browsed in the past.
• The average connection speed of the customers.
• The platforms used by the audience to browse web, search and buy products and
services online.
This helps the company to understand the how to reach the audience in the better
way and design the marketing proposition for the development of the company.

Innovative and creative Ideas
The company have to make successful social media campaign in which they have to find the creative
and innovative ways to engage the people and that is a tough task to perform. The company can use the
following innovative and creative ideas to keep the social media feeds fresh and updated:
Creating a daily, weekly or monthly series
The company can use the social media by running continues series for targeting the audience whom
they want to engage for the campaign. The company can start a daily, weekly or monthly basis series to connect
with the audience. Communication with the audience helps the company to grow the credibility and trust. The
company can provide audience with the goal’s and vision of the company by engaging the customers with the
content (Janouskova, 2017).
The company can use a platform that best suit the business objectives and provides a large amount of
target audience like Instagram. After choosing the platform the company can fill the platform with the series of
valuable post that are engaging and convey the message in the best way.
Sharing user generated content
The company can use the user generated content for sharing and promoting the company. There are
benefits for doing so by the company; the company is putting the customers and the followers in the forefront.
This can help the company to get unique content that can increase the brand trust and in return the followers
will get the appreciation and exposure (Fox and et.al, 2018).
The company by using the user generate content is telling the target audience about the company
through the customers and the perspectives of the real customers. The company can encourage the customers to
use the hashtag when they post something related to the company. The company can use the Buffer, social
media tool for this purpose.

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Leverage of live videos
The company can use the Facebook as a tool for promoting the company by putting
up contents in the form of live video. It is an effective strategy for the marketers. The
audience are more engaging to the experience due to the real time interaction with the brand.
The company can also use Instagram for this purpose and demonstrate the product live, ask
for feedback, keep Q and A sessions and interact with the customers about a trending topic.
Partner with another brand
The company can use another strategy for benefiting the business by teaming up with
the brand having the same target audience as that of the company. This helps the company to
promote their business to the target audience of the other brand having the taste and interest.
Visual content
The company can explain the things to the customers via text but with that they can
use the visual content for better understanding. This also helps in developing the
engagement of the customers as it is easy to look at the visual content and understand the
things in comparison to reading the text for the understanding. It is found in the research that
80% of the marketer are using the using this strategy as it is more effective. 60% of the
marketers use the blogging strategy to attract the customers (Fox and et.al, 2018).

Measuring the success of your campaign
The company can measure the effectiveness of the digital marketing strategies
for a long lasting impact and the success of the business in the market. The company
should measure the effectiveness on the regular basis, make changes according to the
needs of the company and do the cross-comparison.
The company can use the following metrics for measuring the effectiveness:
Overall website traffic
The official website of the company is the way to measure the various marketing
activities of the company. The main aim of the company is to bring traffic by the
campaign. The campaigns can be focused on the increasing the email market
engagement, number of followers on the social media platforms and earning the links on
other websites; all of this can be seen on the official site of the company. The company
can check the traffic on the website to ensure the effectiveness of the activities in the
marketing. The company have to look for the traffic for boosting or making any changes
in the conversion rate, lead generation, or ROI. The company can check the website time
to time to get the duplicate content, missing metadata, broken links or any issues that can
cause disturbance in the functioning of the website (Lies, 2019).

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Traffic by source
The company should always know the source of the traffic or where it is
coming from. This help the company to segment the digital market strategies that are
effective and the activities that needs to improve for increasing the sales. The
company can concentrate on the activities are having the low performance in the
campaign by monitoring the traffic by sources.
The main sources of traffic on the website tracked by the Google Analytics
are:
• Organic search- The links clicked by the users that made them to land on the
company’s website.
• Direct visitors- The users use the URL to search for the company directly, or
maybe they have bookmarked it and have visited it again.
• Referrals- The users come to the company’s website when they clicked on the link
provided on some other website.
• Social- The user visited the website of the company after finding the content posts
or the social media profile (Palos-Sanchez, Saura and Debasa, 2018).

TimescaleActivities/Strategies Purpose Time required
Search engine optimization (SEO) The SEO helps the company’s website to
improve in ways such that it increases the rank
of the company’s website in the search engine. It
is done by improving the phrases and the
keywords related to the company. The rank of
the keywords and higher the rank will let more
people to come and visit the website and be
familiar with the business of the company that
increases the website traffic (Al-Thagafi,
Mannion and Siddiqui, 2020).
Four to six months
Pay per click advertising It is an online and cost effective strategy. The
company can bid on the keywords that make the
ads to show up. The users search is triggered
when the search consist the company’s
keywords. The ad appears above the organic
listing and if the customer clicks the ad then the
company has to pay for the click.
Twenty minutes in the work week system.
Content marketing The company use content to reach to the
customers, interact with them and communicate
them while engaging. The content may include
blogs, post, videos, infographics and more things
that add value to user.
Six to twelve months.

CONCLUSION
It can be concluded from the file that the company have to make digital marketing plans
with keeping the important details in mind for the success of the company. The report
concludes of the factors that help in improving the awareness of the brand in the market that
includes the cost effectives, customer engagement, loyalty to the brand and education to the
customers. The different platforms used by the customers for different purposes are given that
include Facebook, Instagram, twitter, LinkedIn and YouTube. The smart objectives of the
company are discussed that link to the development of engagement and advocacy. The target
market of the Cadbury World is identified and the use of webographics is discussed (Low and
et.al, 2020).
The innovative and creative ideas are discussed for the digital marketing like the
creating a daily, weekly or monthly series, sharing user generated content, leverage of the live
videos, partner with another brand an visual content. . The methods to measure the success of
the activities done by the company are discussed and the methods include overall website
traffic and traffic by source. A time scale is given for the activities to be undertaken by the
company for the effective success of the company for longer period of time, the activities
include search engine optimization, pay per click advertising and content marketing.

REFRENCES
Books and journals
Al-Thagafi, Mannion and Siddiqui, 2020. Digital marketing for Saudi Arabian university student
recruitment. Journal of Applied Research in Higher Education.
Bueno, Caro and Gallego, 2018. Inbound Marketing to improve interest in public postgraduate courses. ESIC
Market. Economic & Business Journal. 49(3). pp.533-550.
Fox and et.al, 2018. Selfie-marketing: exploring narcissism and self-concept in visual user-generated content on
social media. Journal of Consumer Marketing.
Fox and et.al, 2018. Selfie-marketing: exploring narcissism and self-concept in visual user-generated content on
social media. Journal of Consumer Marketing.
Hollebeek, 2019. Developing business customer engagement through social media engagement-platforms: An
integrative SD logic/RBV-informed model. Industrial Marketing Management. 81. pp.89-98.
Janouskova, 2017. Cross-border Takeover Regulation and Control–The effect of short-terminism in the UK
market: The Cadbury experience. Aalborg University. URL: http://projekter. aau.
dk/projekter/files/261766823/IBE_thesis_Janouskova_Martina. pdf.
Lies, 2019. Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming
Social Engineering Techniques in Marketing. International Journal of Interactive Multimedia & Artificial
Intelligence. 5(5).
Low , 2020. Smart digital marketing capabilities for sustainable property development: A case of
Malaysia. Sustainability, 12(13), p.5402.
Low and et.al, 2020. Smart digital marketing capabilities for sustainable property development: A case of
Malaysia. Sustainability. 12(13). p.5402.

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Matikiti, Mpinganjira and Roberts-Lombard, 2018. Application of the
technology acceptance model and the technology-organisation-environment
model to examine social media marketing use in the South African tourism
industry. South African Journal of Information Management. 20(1). pp.1-12.
Micheaux and Bosio, 2019. Customer journey mapping as a new way to teach
data-driven marketing as a service. Journal of Marketing Education. 41(2).
pp.127-140.
Palos-Sanchez, Saura and Debasa, 2018. The influence of social networks on
the development of recruitment actions that favor user interface design and
conversions in mobile applications powered by linked data. Mobile
Information Systems, 2018.
Santoso, Kauf and Aristo, 2019. The Information System of Name Card Sales
Based on Digital Marketing to Improve Creativepreneur on College E-
Commerce Website. Aptisi Transactions On Technopreneurship (ATT). 1(1).
pp.64-72.