Digital Marketing Plan for Crème Crush: A Multi-Channel Approach

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DIGITAL MARKETING
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Table of Contents
INTRODUCTION............................................................................................................................. 3
LO3 ORGANIZING DIGITAL MARKETING ACTIVITIES.......................................................................4
P5 DIGITAL MARKETING PLAN MULTI-CHANNEL MARKETING...................................................4
P6................................................................................................................................................... 8
LO4............................................................................................................................................... 10
P7 and P8................................................................................................................................. 10
CONCLUSION............................................................................................................................... 12
REFERENCES.................................................................................................................................13
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INTRODUCTION
The evolution of digital technology and social media has helped so many organizations to make
their products and services to reach to the mass. This assignment gives light on digital
marketing and the various marketing strategies which is related to the digital world. In this
assignment, a report is to be developed on the company Crème Crush which will include a
market digital marketing strategy for the company by applying various tools and techniques for
the marketing campaign of Crème Crush. Further, these techniques will be analyzed and critical
evaluation will be done of the same.
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LO3 ORGANIZING DIGITAL MARKETING ACTIVITIES
P5 DIGITAL MARKETING PLAN MULTI-CHANNEL MARKETING
The digital marketing plan is the plan which is made by the marketing department for Crème
Crush. The plan will be made with the help of the following activities;
Multi-Channel Marketing: The multi-channel marketing is the method of marketing which is
done by reaching the customers directly or indirectly. The Crème Crush reaches the customers
in various manners like websites, retail stores, mobile applications, e-commerce, e-mails etc.
and provides a huge base of variety in front of the customers to choose as per their ease and
requirement. To build up a multi-channel marketing plan requires so many efforts and so many
factors is to be taken into consideration by Crème Crush like analyzing the custo0mer needs
and the best way of reaching out the customers, deciding on the best possible objectives which
can attract the potential customers and retain the existing customers. The designing of the
techniques and other factors are to be considered by the company. There are various benefits
of the multi-channel marketing like customers can be provided with so many options in terms
of variety, a medium of shopping, ease of shopping, attracting and retaining the customers
easily and it is a cost-effective technique also. There are different techniques and models which
can be used for developing digital marketing which is as follows (Kingsnorth, 2019):
RACE PLANNING: It is the model which is used in digital marketing which helps the marketer of
Crème Crush to frame the marketing activities in a more structured way. RACE stands for Reach
Act Convert Engage. This type of planning is done in the initial level of the marketing plan which
includes different strategies, planning, study etc. which is as follows :
1. Reach: In this step, Crème Crush will reach out the maximum customer for the
awareness and promotion of the products and services offered by the company. The
company reaches the customer with the help of websites, trafficking different micro
website and social media page. For this company, some time has to pay for the
trafficking the website with their adds (Osborne, 2015).
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2. Act: In this step, the company tries to interact with the customers with the help of social
media and generate leads. This step provides the full information about the product of
Crème Crush by giving options like view the product, add to basket, register, sign up etc.
this also focuses on the encouragement of the participation of the customers by sharing
the content of the product with the help of the social media, customer reviews etc.
these activities help in interacting with the customers.
3. Convert: This step leads the interaction step to the vital step to sale the products. The
audience or the customers visit the product is made to pay.
4. Engage: This refers to the long-term engagement with the first time buyers so that they
keep on purchasing the products of Crème Crush. For this, the company keeps on
contacting with the customers via e-mails, pop-ups, advertisements by measuring the
active customers and especially targeting them (Osborne, 2015).
4 Cs OF COMMUNICATION: This strategy is another version of the marketing mix which is
an improved one and includes the following:
COSTUMER: This strategy focuses on the target market the need and requirement of the
customer. Efficient research is done before coming into the market about the taste and
preferences of the customer. This gives a base of designing the strategy to crème Crush.
COST: It is one of the most important and sensitive parts of the marketing strategy. Crème
Crush has to analyses the market prices and make a comparison with the competitors
before putting the prices on the website along with the facility of the online payment.
CONVENIENT: Convenient is the policy which should be given to the customer in terms of
the easy payment facility, home delivery, excellent quality of the products and services
should be given to the customers. The website should be mobile friendly and user-friendly
so that the customer can have a great user experience (Mokhtar, 2015).
Communication: Crème Crush has to comunicate4 with the customers in the best possible
manner with the help of blogs, pop up adds, providing application, building up social media
network by using different social media platforms.
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ACTION
From the above strategies, in order to successfully implement it, the action is to be taken.
Crème Crush has to give full attention to the activities which are taking place in the
company and observe the weak areas and work on them. Along with this, the companies
need to target the customer with the help of digital marketing and advertisements by using
Facebook, Instagram etc (Armstrong et al., 2018).
DEVELOPMENT PLAN
CAMPAIGN TYPE START DATE
END DATE
(Q1)
START DATE
END DATE
(Q2)
START DATE
END DATE
(Q3)
START DATE
END DATE
(Q4)
National
Marketing
1/01/2019
to
20/03/2019
20/04/2019
To
25/06/2019
25/07/2019
To
20/09/2019
1/10/2019
To
28/12/2019
Local Marketing 10/01/2019
To
20/03/2019
3/04/2019
To
10/06/2019
08/07/2019
To
25/09/2019
5/10/2019
To
25/12/2019
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Public Relations 12/01/2019
To
23/03/2019
1/04/2019
To
15/06/2019
1/07/2019
To
22/09/2019
10/10/2019
To
1/12/2019
Content
Marketing
10/01/2019
To
22/03/2019
15/04/2019
To
15/06/2019
1/07/2019
To
18/09/2019
12/10/2019
To
13/12/2019
Social Media
Marketing
4/01/2019
to
30/03/2019
06/04/2019
To
19/06/2019
05/07/2019
To
10/09/2019
02/10/2019
To
18/12/2019
Online Activity
Ex: Blog, Website
18/01/2019
To
23/03/2019
04/04/2019
To
23/06/2019
14/07/2019
To
20/09/2019
09/10/2019
To
11/12/2019
Market Research 2/01/2019
To
30/03/2019
2/04/2019
To
26/06/2019
3/07/2019
To
23/09/2019
2/10/2019
To
28/12/2019
CONTROL
The control has to be kept by Crème Crush in order to understand whether the marketing plan
is being successfully implemented or not. The control will help to overcome the weak areas of
the plan and with the corrections in the plan the marketing can be done effectively (Armstrong
et al., 2018).
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P6
Omnichannel marketing is the marketing is the marketing which is done by using every
platform, if any customer wants to buy the product of Crème Crush the customer can buy it
from a website, mobile application, retail store etc. Omni challenge helps the company to easily
reach the mass of the customer with the help of the following:
E-commerce: It is the building up of the website from where the customer can buy the product
online by doping online payment.
Mobile application: With the help of the mobile application also customer can buy the products
of Crème Crush and can enjoy the ease of access by exploring other items also with home
delivery and easy payment gateways (Manser et al., 2017).
E-letters: The e-letters help the company to give away the description by reading which the
company can sell the products and customer can know more about the products.
EVOLUTION OF OMNI-CHANNEL: With the evolution of digital technology the marketing has
also evolved to a great extent. The marketers are using digital technology for expressing their
thoughts and ideas by designing various strategies and applying models in order to reach out to
the mass with their products and services. This was for the first was introduced in 2010. The
ideal Omnichannel marketing is the one which can be accessed by the customer on every
platform be it social media, websites, application or the retail stores.
TOOLS AND TECHNIQUES FOR MARKETING CAMPAIGN FOR CRÈME CRUSH
ARTIFICIAL INTELLIGENCE: With the implementation of artificial intelligence the all the business
are flourishing in terms of generating revenue and earning the profit. Crème Crush has also
implemented artificial intelligence like introducing the mobile application, giving the best user
interference to the customers.
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Secure payment gateway: Crème Crush has given a secured payment gateway to the customers
so that the payment can be done online in a secured manner without causing any risk to the
customer’s financial accounts (Manser et al., 2017).
Better Reality: The Company is providing the customers with augmented reality to the
customers like the virtually beautiful appearance of the products, retail stores like doing
attractive packing of the products which will attract the customers.
Supply chain management: Crème Crush has to maintain effective supply chain management in
the business. The company has to focus that the supply of the products of the goods to the
same level as the level of digital marketing is done of the company. the better the supply chain
of the company the higher the revenue generation of the company will be generated
(Christopher,2016).
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LO4
P7 and P8
The following are the evaluation technique which is used to evaluate the performance metrics
of the Crème Crush:
Traffic generation: This is the activity or a calculation which is done the basis of the pay per
click and the search engine optimization. The higher the clicks the higher the traffic and the
name flashes on the top of the optimization the higher the cust6omer have searched or visited
the product
Mobile Traffic: The traffic generation method helps the company to know the number of
customers who have visited the company website or the online stores on various e-commerce
websites (Francis, 2016).
REVENUE METRICS: The revenue metrics is the performance metric which helps to identify the
position of Crème Crush with the help of ascertaining the revenue and the profits generated by
the company.
CONVERSION METRICS: This activity focuses on the conversion of the interest of the customers
into the sales of the products. This metric shows the number of people who have shown
interest and have become the customer of Crème Crush.
RETURN ON INVESTMENT: This is the most important part of measuring the effectiveness of
the various strategies and the marketing plan that is being developed by Crème Crush. The
higher the return the higher the profit is made by the company (Francis, 2016).
ACTIONS IMPROVES DIGITAL MARKETING
Review: The review of the marketing strategy helps to ascertain the weak point and the strong
point of the whole plan and accordingly the changes can be made if required.
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Sound Employees: It is very important for Crème Crush to hire technically sound employees in
order to effectively implement the digital technological plan in Crème Crush.
Assess Technology: It is important for Crème Crush to assess the technology which is being
used by the company for the purpose of digital marketing and attracting the customers. This
helps the business to give the best of the alternative to increase the accuracy of the plan.
SEO Optimization: This is one of the best tools to identify the position of the company in terms
of the digital background. The SEO optimization gives an idea of the people who have used the
website it helps to know the level of the visibility of the website to the people irrespective of
their demographic (Ledford, 2015)
Social Media: This social media platform is one of the strongest platforms for Crème Crush to
display their products and services which increases the count of the customers who have visited
the site.
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CONCLUSION
The assignment has helped to understand the importance of the digital marketing and how it
can help Crème Crush to reach of the customers by using various digital platforms like social
media, emails, e-letters, application, website etc. This has helped the company to sell the
products to customers and generates the review. The assignment has further discussed various
tools and techniques that are being used by Crème Crush to know the revenue, traffic of the
people etc. which has helped the company to ascertain the revenue generation of the
company.
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