Digital Marketing Plan and Strategy for The Color Company

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Digital Marketing
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Executive Summary
The marketing of products and services with the implementation of digital technologies can
be referred to as digital marketing. This study has focused on developing a digital marketing
plan along with a strategy for The Color Company, an organisation providing digital printing
services across the United Kingdom, Europe and the USA. The transformation of omni-
channel marketing within the concerned establishment has been provided. Other than that,
techniques of measuring the performance of the digital marketing plan along with a number
of activities that would assist The Color Company to enhance its performance in the context
of digital marketing has also been provided in this study.
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Table of Contents
Introduction................................................................................................................................4
LO3 and LO4.............................................................................................................................5
Conclusion................................................................................................................................12
Reference List..........................................................................................................................13
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Introduction
The different kinds of marketing effort, which utilises the internet or any sort of electronic
devices can be referred to as digital marketing. In contemporary times, this has become an
essential tool for organisations from all types of industries. In this study, a digital marketing
plan along with a strategy will be developed for the establishment named The Color
Company. It is a United Kingdom based organisation known for providing good quality
digital printing services, which is headquartered in the central London and was founded in the
year 1996. It provides services across Europe and the USA as well (Color.co.uk, 2019).
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LO3 and LO4
(a) Develop a digital marketing plan and strategy to build multi-channel capabilities for
the organisation
A digital marketing plan can be defined as a document comprising of the different kinds of
channels that will be used for marketing, along with timeframe, budget, potential risks, and
others as such (Armstrong et al., 2015). Conversely, the strategy used for researching the
market and advertising for promoting along with selling goods or services can be termed as a
marketing strategy (Taken Smith, 2012). A digital marketing plan as well as a strategy for the
Canary Wharf branch of The Color Company, in order to its boost sales and handle its client
orders effectively, is described as follows:
Objectives  To boost the digital printing services of The Color Company through
effective digital marketing.
 To handle customer orders successfully and satisfying their demands.
Budget The budget for developing an efficient and plan and strategy of digital
marketing is estimated around £20,000.
Selected
Channels
Social Media Marketing (SMM)
This channel will assist the concerned organisation in reaching out to a
huge number of customers. The different social media platforms, which
will be used for this purpose are listed below:
 Facebook
 Google+
 Instagram
 Twitter
 LinkedIn
Email Marketing
This channel can be used for the existing customers of the establishment
to acknowledge them with new services and discount offers.
Search Engine Optimization (SEO)
At present, the internet is used by almost everyone across the globe. This
channel will require different activities, for instance, keyword research,
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the creation of linkable assets and many others.
Pay-Per-Click Advertising (PPC)
This channel will assist The Color Company to reach a huge number of
potential customers within a little amount of time.
Potential Risks
and Measures
Risks Measures
SMM Digital
Marketing is time-
consuming and
often brings in
negative
comments and
feedbacks
The marketing team of the company will be handling
all the social media contents and advertisements on a
regular basis. In addition to that, they will be
provided training regarding handling and replying to
the negative comments.
The existing
clients might
become irritated
regarding digital
email marketing
Opinions of the customers will be collected if they
would prefer receiving information promotional
activities and special discounts.
PPC digital
marketing can
become quite
expensive
A budget will be developed for utilisation of the PPC
channel in order to approach investors for funding.
SEO digital
marketing can also
become too much
expensive
A budget will be estimated for the usage of the SEO
channel for approaching the investors in order to
acquire the necessary funding.
Communicatio
n Plan
Who Why How
CEO of The Color
Company
The CEO of the
organisation must
approve of the digital
marketing plan and
strategy
After the market research
and development of the
plan and the strategy, a
meeting will be
conducted with the CEO
to discuss every aspect.
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The marketing
team of the
company
The different activities
required for
accomplishing the
objectives of the
marketing plan will be
carried out by the
marketing team.
The existing
customers of the
organisation
Acknowledging the
presences of the
customers are very
important for the
accomplishment of the
plan objectives.
Table 1: Digital Marketing Plan
(Source: Created by the learner)
Strategy Implementation
The current trend in the digital printing
sector of the company will be assessed and
evaluated in order to develop appropriate
contents.
This will be done prior to the development
of the digital marketing plan in order to
incorporate suitable strategies.
The sales will be boosted through
promotional activities through the different
channels mentioned above.
After identifying the current trends, it will
be incorporated in the marketing contents,
which will then be conveyed through the
different channels.
The orders of the customers received due to
digital marketing will be conveyed to the
printing department by the marketing team.
This will be done prior to the beginning of
email marketing.
Table 2: Digital Marketing Strategy
(Source: Created by the learner)
(P5) Explain how Omni-channel marketing has evolved within the organisation (P6).
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The term Omni-channel can be referred to as the approach of multichannel sales, which
provides the consumers with a shopping experience that is integrated into nature (Ailawadi
and Farris, 2017). This approach has evolved with the course of time within the organisation
of The Color Company. The concept has gone through great transformations over the past
decade. At present, it has become very essential for carrying out the various marketing
activities of the concerned organisation. The manner in which omni-channel marketing
evolved in the context of The Color Company is explained in the segment below.
Previously, the firm utilised multichannel marketing. However, with the emergence of the
omni-channel marketing, the organisation has been implementing it, which has resulted in the
entity acquiring various opportunities along with advantages. For instance, The Color
Company has been able to provide its clients with a continuous brand experience. The
concept was introduced to the world of marketing in the year 2010. It described a type of
shopping experience, which went beyond multi-channelling. It inter-relates all the channels
for engaging with the consumers for ensuring that they are going through an outstanding
experience with the companies or brands throughout each of the channels. Therefore, it can
be stated that, omni-channel marketing focuses on developing a stronger connection between
the organisations and the consumers (Manser Payne et al., 2017). The Color Company has
opted for this method as well as for providing its existing customers with an excellent
customer experience, which in turn has strengthened its relationship with the consumers.
However, this particular approach has changed within The Color Company over the years.
The customers of the organisation prefer accessing information regarding its business along
with its services on their Smartphones. Thus at present, the establishment not only promotes
its business and posts advertises through Smartphones, but alos provides all sorts of services.
For instance, the company receives online orders from its customers through its Smartphone
application. Gradually, it became very important for the organisation (Nectarom.com, 2015).
In addition to that, it has been presumed that omni-channel marketing is likely to remain
relevant for the organisation in the future as well.
(b) Determine and evaluate the measurement techniques and performance metrics in
the digital marketing plan for the organisation (P7).
The method utilised for assessing the effectiveness of a plan or activity can be referred to as
measurement techniques (Homburg, 2012). On the other hand, performance metric can be
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defined as the system that is used for assessing the level of performance of an organisation,
activity, plan or other as such (Katsikeas et al., 2016). The performance metric and
measurement technique used in the digital marketing plan are described and evaluated below.
Online Sales
Online sales through the Smartphone applications or company website can be termed as the
simplest form of assessing the performance of the digital marketing plan (Frost, 2018).
Keeping a track of the sales is quite feasible. This can be done through installing various
software, such as Google Analysis and others. This is one of easiest and best manner of
measuring the effectiveness of the plan.
Traffic by Channels
This will be useful for The Color Company for segmenting its sources of traffic for assessing
which ones are effective and which ones are not. This is also another method of assessing the
effectiveness of the digital marketing plan (Järvinen and Karjaluoto, 2015). In addition to
that, this way the organisation can come across a number of potential clients.
Total Visits on Website
The total number of individuals visiting the organisational website per hour or day is another
performance metric that has been determined. This will allow the company to know how
many old customers are still interested in availing the services. Additionally, it will be also
beneficial for the organisation for identifying the potential future customers.
Interactions every Visit
This technique of measurement can be referred to as a more thorough analysis of the traffic
on the company website. It assists in yielding insights that are useful for assessing the
effectiveness of the digital marketing plan and strategy. Aspects, which requires to be
focused on include the number of pages a user visits, the amount of time they spend, and
others as such. This will be assistive to measure the rate of success of the marketing plan and
strategy.
(c) Present a set of actions to improve performance in digital marketing for the
organisation (P8).
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The performance of the organisation named The Color Company in terms of digital
marketing can be improved through the implementation of a set of actions. These actions are
presented as follows:
Diversification of digital marketing strategies
The Color Company must focus on various kinds of channels apart from the ones, which have
already been chosen in the digital marketing plan. This will assist the organisation in
delivering improved outcomes. Concentrating on several social networking channels or using
toots for search engine optimisation, which are free will allow the concerned firm to deliver
desirable outcomes. This can happen as some of the channels mentioned above might not be
the perfect point of contact to utilise for specific sets of targeted clients.
Development of distinctive and attractive content
The concerned organisation must focus on developing contents that will be appealing to its
existing as well as future potential customers (Holliman and Rowley, 2014). A strategy has to
be formed for developing this kind of content. In order to do so, The Color Company must
concentrate on the preference of the target customers. This will assist the organisation in
developing such contents, which the clients will favour reading or find interesting. This, in
turn, will be beneficial for the company to spread all through the landscape of digital
marketing.
Formation of a more effective digital marketing team
The Color Company must review its present digital marketing team in order to assess the
requirements for making it more effective. New employees should be hired for the digital
marketing team if necessary. An ideal team of digital marketing must comprise of the
following members.
 Storyteller: These individuals are a very important part of the team as they develop the
content for the posts (Jutkowitz, 2017). They require providing appealing and high-
quality contents.
 Curator of Content: After the content is developed, it is the responsibility of these
individuals to curate them from the preeminent of what has to be offered by the internet.
However, it has to be related to digital printing.
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 Manager of Data: These individuals will be responsible for handling the analytics form
the company website, social networking pages, along with other channels of digital
marketing. They will also require extracting crucial information that will provide The
Color Company with useful insights.
 Manager of Social Media: These people will be accountable for handling the contents
on the social media platforms. In addition to that, they will cater to the negative feedbacks
of the clients. Customer Service Liaison: As customer services as well as engagement are significant
for the concerned organisation, the company must hire individuals to remain connected
with the customers in a continuous manner.
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Conclusion
From the above study, it has been deduced that the concept of digital marketing has become
extremely crucial for all the companies in the contemporary times, including The Color
Company. After the development of the marketing plan and strategy, the manner in which
omni-channel marketing has evolved within the concerned organisation has been explained.
In addition to that, the amount of online sales, traffic by channels and others have been
selected as the performance metric and the measurement technique in the digital marketing
plan. These two methods have been evaluated as well. Finally, actions such as the formation
of a new marketing team has been provided to The Color Company for enhancing
performance in terms of digital marketing.
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