Analysis of Starbucks Digital Marketing Strategy and Campaign Report

This report provides a detailed analysis of Starbucks' digital marketing strategy, focusing on the development and implementation of effective digital marketing campaigns. The report begins with an introduction to digital marketing, explaining its role in achieving organizational goals through various online platforms and channels. It then provides an overview of the digital marketing process, including online visibility, traffic generation, customer engagement, lead generation, and ROI calculation, using Starbucks as a case study. The report analyzes Starbucks' digital marketing campaign, breaking it down into six key steps: situation analysis (including a SWOT analysis), linking digital business with strategy, formulating objectives (such as the #whatsyourname campaign), designing an implementation plan, budgeting, and campaign measurement. The report highlights how Starbucks leverages its brand value, market share, and customer trust to achieve its marketing objectives. The analysis also considers the company's weaknesses, opportunities, and threats, providing a comprehensive view of its digital marketing efforts.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
Overview of the Digital Marketing process................................................................................3
The Digital marketing Campaign................................................................................................5
Step 1 - Situation Analysis ........................................................................................................5
Step 2 - Link Digital Business with Digital Marketing Strategy................................................7
Step 3 - Formulate Objective......................................................................................................7
Step 4 - Design Implementation Plan to meet the Objectives....................................................8
Step 5 - Budgeting .....................................................................................................................8
Step 6 - Measure the campaign................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCE.................................................................................................................................11

INTRODUCTION
Digital marketing strategy is the group of actions and activity's, which includes the use of
different online platform and channels in order to achieve aims and objective of the organisation.
This platform can be paid, own and earned media. This aid to accomplish the goals of
organisation with online marketing strategy, and for achievement of the digital strategy goals it
requires use of digital campaigns. For the digital campaigns it includes the use of online
platform for creating product and services awareness and brand promotions, it can be webinars
and online meetings. Starbucks is the American coffee-house chain, its a multinational brand
which is headquartered in the Seattle, Washington. It is famous for world's finest fresh coffee
which offers the multiple variety of coffee products along with traditional coffee trades. This
report is about the digital marketing strategies development, which includes the construction of
the creative and effective digital marketing campaigns along with study and implementation of
different digital marketing strategy development assets. Such as the study of digital marketing
process, evaluation of six step digital marketing campaign (Kingsnorth, 2019). Situation
analysis, design and implementations of different objectives and plan to meet that.
Overview of the Digital Marketing process
This is the log term process which include various steps to achieve the goals of digital
marketing. Such as research, planing, implementation, measurement and optimization. Starbucks
is with the aid of developing internet technology's is now reached the consumers of their
different market segments. By the help of this process they are increasing their products services
and offerings throughout different area of target market, as it helps to reach the customers of
variant location at same time for the product and services informations with the aide of multiple
digital platform (Chaffey, and Smith, 2017). As the online app promotion can facilitate to
increase the higher numbers of online doers and product variety offers. Through digital
marketing process company is taking the review of customer's for improvement and customer's
can easily get the answers of their quarries. Digital marketing is reducing the distance of provider
and consumer which can helps to make strong customer relationship. Different steps of digital
marketing is as follow in context to the Starbucks.
Online Visibility of Business- In the starting of this process it require the different path
to get visible in digital platforms. Starbucks is present in multiple digital platform which make it

visible on internet, such as different websites, you-tube channel, company page and profile on
different social media platform with the huge contents of their product and brand informations.
Generating Potential Traffic for the Business- The other step of the digital marketing
is to gather the customers traffic in the online profile and content of the company. This also can
be related to the development of more customers with the aid of online promotion and online
strimming of company products and information (Kotane, Znotina, and Hushko, 2019). So this
can be done with the aid of different social media platform and attractive content on it.
Starbucks is using one of the most attractive product and information contents on their social
media pages. Such as in the Facebook, Pinterest, Google +, twitter, you-tube and Schoultz.
Customer Engagement Plans- Next step is engagement of consumers on digital content
for the achievement of digital strategical objectives. Promotional and advertisement should be
influencing, attractive, which can be related easily get related to customers life. With the aid of
influencing online campaign company can make more customers for their brand. Such as
Starbucks is using the digital campaigns which includes the very attractive and influencing
content like #whatsyourname campaign. In this they involve the information related to their
product and the funding of their profit for transgender youth's. There is various video content and
creative online infographics of this campaign, which engage large number of customer's along
with new interacting consumers.
Lead Generating- Then the other step is to generate lead which can be considered as the
final task of the organisation goals. Their is the majorly two type of lead generation micro and
macro level. It depends on the online attractively of product information and social media page
of the company which influence the lead (Ab Rahim, Ibrahim 2020). As micro level
achievement is the situation where customer's just get interact to the online campaign of the
product, and then click to explore that information, in this case their will be the half chances of
the sale. In other hand macro level lead generation there will be the complete surety of product
sale.
Calculation of ROI- Final step of the digital marketing process is the calculation of the
achievements and evaluation of goals achievement. That cane involves the financial and
customers development calculation in the result of digital marketing investment. This is
involving the customer's numbers calculation because customer's can increase the future profit
and revenue (Chaffey, and Ellis-Chadwick, 2019). With the aid of ROI calculation company

can get aware about the effect of this process and how much profit it gave and can give in the
future. Starbucks has used all these steps in effective way to make their brand more valuable and
increase their revenue through online marketing.
The Digital marketing Campaign
Every organisation who needs to promote their product in digital platform either for
product promotion, brand awareness and for the achievement of higher revenue. So for this they
have to make this this objectives in strategical form with implementation of different digital
marketing task and activities (Remondes, 2018). And for the achievement of this digital
marketing strategy's digital marketing campaign is use which is less expensive then traditional
marketing campaign it can involve the social media platforms and other digital ways to achieve
the marketing objectives of company. Their are majorly six steps of campaign explain below in
contest of Starbucks.
(Source: Every Name’s a Story #whatsyourname, 2020)
Step 1 - Situation Analysis
Situation analysis is the process involves the use of different analytical tools and models.
For the analysis and evaluation of micro and macro environmental factors, in order to under the
market situation, as it highly effected by the environmental factors (Ištvanić, Crnjac Milić,
2017). Theses factors basically involves the social elements such as customer's needs and
requirements. The another element is can be technology which can be helpful in the better
product development and promotion. All the situation related to theses factors are crucial

analyses for the development of influencing campaign. Along with this other impotent factor
which has to be consider is company growth rate and their competition to make more effective
and better marketing strategies along with products. One important of the analytical framework
is SWOT which should be use by the organisation to analyses all theses factors in terms of
strength, weakness, threat, opportunity. SWOT analysis if stated below in context of Starbucks.
 Strengths- This includes the internal factors of the organisation for the analysis of their
strength. In order to meet the competitive edges and to develop the effective strategy's
of company for different functional area of organisation management. So the Starbucks
strength is their brand value, their multinational business segmentation they are having
higher market-shears and customer's trust along with the premium quality product line
for their customer's (Key, 2017). All these strength of the company is helpful for the
achievement of their campaigning goals.
 Weakness- weakness of the company is can be related to their internal or external
factors (Nsabimana, and Zaveri, 2019). Which can some time reduce the limit of
business capabilities. In the case of Starbucks there are some weakness such as their
higher price rate of the products which is useful in the profit but it effects the number
of sales and customer's engagement because due to higher price it reduces the
affordability of products. This can also effect the market-shear of company at lower
income area. Their product have some limited variety with specific ingredients so there
is the chances of product copy by the other local competitor of the company.
 Opportunities- This element of the analytical framework is totally depend on the
analysis of external factors of market related to the company which can work as the
opportunity for the company (Vinerean, 2017). For Starbucks their opportunities is
can be developing technologies which can aid them to increase their number of
products with new processing techniques and they can reach the number of customers
with internet technology. They can expend their business in developing market with
the aid of STP, partnership and acquisition is another opportunity which can helps to
make their brand more productive and reach more customer's by the market-shears of
their partners.
 Threat- This element of the SWOT analysis is majorly identified by the analysis of
external factors which can effect the future limits and performance of the company. For

Starbucks their business threats is can be their Competition such as low cost coffee
cafe and other. This factor can decreases the market-share of Starbucks with low price
coffee house and their product variety. Imitation is can also become the threat for
company as various small coffee house are trying to copy the Starbucks product test
and appearance. All theses threat is can be reduce with the implementation of attractive
digital marketing strategy's and campaigns.
Step 2 - Link Digital Business with Digital Marketing Strategy
In this step basically digital business of company can get merge with the digital
marketing strategy in order to make it more successful. Digital business is the use of internet
techniques for the customer's support and their experiences enhancement, through which
company increase their operational functions efficiency and provide their product and services
with online support (Anjum, Thomas, and Prakash, 2020). It support the traditional way of
serving functions with internet technology's. Digital business have changed the company
operations and functions in different level which save the time of customers and provider to
select and transport the right product at customer's door steps. Digital business is can be link to
digital marketing strategy, because customers and other peoples first go to the digital business
site of the company for exploring the type of product and price to select right one according to
their needs. So this can be a right place to implement the digital marketing content through
which numbers of people get interacted and helps the company to achieve their goal
(Mohammadian, Mirbagheri, and Khanlari, 2019). As Starbucks are using their online home
page for online services and their product and offers promotion. Their online business is can also
be a content of digital marketing.
Step 3 - Formulate Objective
This step of the campaign is one of the crucial step as it involve the development of
specific objectives which have to be done in the the process of digital marketing campaign.
Starbucks is very accurate about their goals which they want to accomplish with the campaigns.
One of their major objective behind their # whatsyourname campaign is to increase their positive
brand values as they are supporting the transgender through this marketing plan along with their
product promotion or awareness. This campaign is publish on their webpage known as Starbucks
stories and news. Then the other objective is to make equitable and positive culture at workplace
and in the community. With this campaign they also trying to get the opportunities of supporting

and fulfilling the transgender and their family's. Starbucks have sate the aim of raising 100.000
euro for helping them. With the partnership of charity Mermaids and by the sale of mermaid
cookies.
Step 4 - Design Implementation Plan to meet the Objectives
Once the objective of campaign get selected then it comes into the fourth step designing
of the plan and its implementation to achieve the goals. This can be the marketing map through
which marketer coordinate the activities of digital marketing in order to meet objectives of the
company (Mohammadian, Mirbagheri, 2019). These digital marketing step may involve the
consideration of the products byers. Then targeting of the new costumers, selection of the best
social media and digital medial channel or platforms for easy interaction with public. Starbucks
select all the terms for their campaign objectives then they move forward to implement that plan
as they have first. Design their plan for Mermaids cookies and brand promotion and then they
implemented this in the form of campaign to achieve their goals.
Step 5 - Budgeting
This is the another essential step is for the digital campaign which has to be conduct for
the calculative distribution of financial resources in different area of digital marketing. This
includes the estimate budget selection for campaign project, in order to accomplish the smooth
activities of digital marketing without any complications (Karaağaoğlu, and Çiçek, 2019).
Through this step company can monitor the correct spending, in order to reduce the
overspending and underspending. So the budgeting should be done the implementation of some
questions like.
 Which one of the platform can be influencing
 How much of the financial cost should be required by optional platforms
 Then how much of the cost is invested by their competitors on their campaign
 How much company can get in result of campaign
 Is the expenses can be sufficient to cover their conducts.
So campaign budgeting should be done by answering all these questions for the balanced
investment of the financial resources. And then digital marketing task get differentiated in
multiple steps with sufficient investment to carry out the campaign successfully.

Step 6 - Measure the campaign
Final step of the campaign to calculate the result with in selected time period. Such as in
the form of Return on Investment (ROI). As company invest on their campaign plan with some
achievement objectives so for that they have to calculate it after the some selected time period
for their their achievements. Their achievement is just not depend on the financial profit as their
objective is can be differ from financial terms, this can be customer's increasing and brand value
development. So for this calculation step there some different process such as the online chat is
can be the effective way of generating and closing the lead (Tancharoenwong, 2018). Time
spent- this involves the procedure through which company can calculate the spending time of
peoples according to which they can consider them as engaging customer's. Starbucks have
achieved 600% increase in demand for its helpline service with in the past five years.

CONCLUSION
From the above study it has been concluded that digital marketing strategy is the planing
of the company to promote, advertise and sale their product with the aid of digital platform and
this is important in the present developing and competitive market. As this can help to interact
with the numbers of people in same time at same platform. To achieve the goals of digital
marketing objectives, digital campaign is the process and this involve six major steps in it such
as Situation Analysis, Link Digital Business with Digital Marketing Strategy, Formulation of
Objective, Design Implementation Plan to meet the Objectives, Budgeting and Measure the
campaign. To complete all these it involves the aid of different model and tools of marketing
such as SWOT analysis and social media platform along with attractive content development.
Company can calculate the achievement of this process and they can change it further if not
getting the profit from that with other design of plan.

REFERENCE
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Online
Eight awesome social campaigns from Starbucks, 2020 [online], Available
through<https://econsultancy.com/eight-awesome-social-campaigns-from-starbucks/>
Every Name’s a Story #whatsyourname, 2020, [online], Available through
<https://stories.starbucks.com/emea/stories/2020/whatsyourname/>