Developing a Comprehensive Digital Marketing Plan for Cadbury World

This document presents a digital marketing plan for Cadbury World, focusing on leveraging social media to enhance brand awareness, customer engagement, and ultimately, sales. The plan outlines SMART objectives, including increasing sales and improving conversion rates through strategies like targeted digital advertising and website optimization. It identifies children and students as the primary target market, emphasizing the use of webographics to understand their online behavior. Innovative ideas for social media campaigns are explored, such as creating engaging content series, sharing user-generated content, and utilizing live videos. The plan also details methods for measuring campaign success, including tracking website traffic and analyzing traffic sources to refine marketing efforts. The objective is to create an effective digital marketing strategy that drives visitor engagement and business growth for Cadbury World.

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).
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).
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.
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).
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).
Timescale
Activities/Strategies Purpose Time required
Search engine The SEO helps the company’s Four to six months

optimization (SEO) 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).
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.
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.