Digital Marketing Plan: Objectives, Strategies, and Metrics

This assignment outlines a digital marketing plan for Amorepacific, focusing on achieving specific objectives such as increasing website traffic and sales through digital channels. The plan details a multi-faceted approach, leveraging social media platforms like Facebook, Instagram, and Snapchat, with tailored strategies for each to enhance brand engagement and drive conversions. It incorporates Search Engine Marketing (SEM) through affiliate marketing, emphasizing the importance of organic and inorganic promotion. The plan also highlights the significance of tracking key performance indicators (KPIs) such as impressions, website traffic, click-through rates, and conversions to measure the effectiveness of each marketing channel. Furthermore, it underscores the use of meta tags for comprehensive campaign monitoring and optimization, integrating both online and offline strategies to achieve the desired outcomes. References to relevant marketing literature support the strategies proposed.

3A-Digital Marketing Plan
Objectives to be achieved
 Increased the website traffic by 2.5X
 Increase the sales from digital channels by 1.5X
Digital Marketing Mix
Social Media Koreans are big fans of social media and the
growth of social media among the Koreans
brings a great opportunity for the marketers to
expand the reach of their marketing campaigns.
 Facebook- To be used for increasing the
engagement with the targeted audience
and drive conversation amongst them.
Another objective is to do effective social
listening to understand what its
customers are talking about the brand,
and how they perceive the brand, what
are the factors which they give more
weightage to while evaluating the
cosmetic products. This strategy will help
in doing a better consumer profiling
which can then be used for pushing
highly targeted content to the audience.
Facebook can also be used for
generating leads, by giving an option of
“Call to Action”, they can get the lead of
people who are actually interested in the
product.
 Instagram- Another popular social media
channel which is ranking up in the charts
of popularity. Instagram has to be used
similarly like Facebook, with the
additional usage of the story feature of
the Instagram. The story feature has to
be made a part of celebrity endorsement
that is showing the benefits of using the
brands cosmetic product. The objective
being to increase the sale and brand
awareness.
 Snapchat- People these days are going
crazy about Snapchat, owing to the
number of filters it offers to its audience.
Snapchat has to be used in the same way

as Instagram and leverage on the
celebrity endorsement to broadcast live
promotion to the audience.
SEM- Search Engine Marketing Organic promotion limits the reach of any
campaign; hence it is advised to go with both
organic and inorganic campaign for promotion.
Inorganic campaign gives the required reach and
the numbers for the success of the promotional
campaign. Amorepacific has to tie up with a lot
of Lifestyle, shopping, beauty, entertainment
websites for Affiliate marketing. The number of
impressions to be delivered has to be in millions
through the affiliate. Also, the campaign should
be designed in such a manner that the traffic is
diverted on the website of Amorepacific.
Summary of the co-ordination
In marketing it is really important to track the performance of the individual marketing channels to
understand the effectiveness of each promotional vehicle. Hence in order to track the digital
campaign the following metric has to be tracked:
 Number of impressions delivered(CPM)
 Traffic on the website
 CTR- Click through rate
 Bounce rate (Larsson, 2016)
 Time spend on the ad viewing
 Time spend on the website
 Number of successful purchases
 Affiliate tracking
 Performance of the meta tag
 Performance of the key words
Analysis of all the above mentioned metric will help in driving a much better offline campaign, as the
data obtained from digital promotion is more specific and highly relevant. The combined strategy of
both offline and online channels can then be used in sync to achieve the desired outcome.
All the activities of the digital promotional plan can be tracked and monitored by placing Meta tags
in the content of the campaign. These Meta tags will further help in getting the entire day of the
audience, his interaction with the content, the time for which he interacted with the campaign and
so on. All these activities are triggered through meta tags which are part of the promotional content,

the finding of the campaign is then received by different software’s which are created to monitor
and optimize digital and social media campaigns(Spiller & Tuten, 2015)

References
Spiller, L. and Tuten, T., 2015. Integrating metrics across the marketing curriculum: The digital and
social media opportunity. Journal of Marketing Education, 37(2), pp.114-126.
Larsson, A.O., 2016. Online, all the time? A quantitative assessment of the permanent campaign on
Facebook. New Media & Society, 18(2), pp.274-292.