Digital Marketing Plan and Strategy for Crème Crush: Omni-Channel

This report provides a detailed digital marketing plan and strategy for the Crème Crush company, focusing on developing multi-channel capabilities and implementing an omni-channel marketing approach. It begins with an overview of how omni-channel marketing has evolved, emphasizing its customer-centric approach. The report then outlines a strategic plan for Crème Crush, including the application of the RACE framework, the selection of communication channels (social media, SEM, email marketing), and the use of various tools and techniques to enhance customer experience. The report emphasizes the importance of digital marketing metrics and key performance indicators (KPIs) for measuring campaign success, with a focus on customer engagement and conversion. The plan includes actionable steps, such as starting a social media page, promoting the website through search engine marketing, and recruiting IT experts. The report also includes a critical evaluation of digital measurement techniques and performance metrics, and concludes with actions to improve digital marketing performance.

Running head: DIGITAL MARKETING
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Name of Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Explanation of how Omni-channel marketing has evolved over the last decade and become an
important aspect of the modern business.........................................................................................2
Development of a strategy for the crème Crush Company and actionable measurement
framework for the same...................................................................................................................4
Development of a digital marketing plan and strategy to develop multi-channel capabilities of the
chosen company...............................................................................................................................5
Application of range of tools and techniques for planning an end-to-end Omni-channel marketing
campaign..........................................................................................................................................8
Determination and evaluation of the measurement techniques and performance metrics in digital
marketing.........................................................................................................................................9
Critical evaluation of the application of different digital measurement techniques and
performance measurement of digital marketing............................................................................11
Presentation of a set of actions to improve the performance of digital marketing........................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
Digital marketing is the technique used for marketing goods and services using digital
platforms especially internet and various other mediums and it is recently becoming an effective
digital campaign (Chaffey and Ellis-Chadwick 2019). Omni channel marketing refers to
improving the customer experience by meeting their requirements through different channels
such as both online and offline channels of marketing and integrating them into a holistic
approach (Ailawadi and Farris 2017). The company chosen for the purpose of this study is the
Crème Crush. The main aim of the paper is to show the Omni channels of marketing has evolved
over the past decade, develop a strategy for the company under study, apply tools and techniques
to provide a Omni channel marketing campaign and others.
Explanation of how Omni-channel marketing has evolved over the last decade
and become an important aspect of the modern business
The concept of Omni channel has evolved to and changed from the online and offline
presence of retailers to a more customer focused concept (Alsamawi et al. 2017). The present
marketing strategy of Omni channel is focused on meeting the customers’ needs in such a way so
as to improve their satisfaction and giving them a personalized experience with this strategy. The
present approach is aimed at providing a seamless experience for the existing customers (Dodson
2016). This concept of Omni channel now includes customers journey and the new approach is
aimed at giving them an uninterrupted journey for improving their experience and satisfying
them. Customers may go for the same channel more than once in their journey and the Omni
channel approach aims at providing a journey that is connected and non-linear. Earlier the main
focus of the Omni channel was to provide retailers presence on different channels and therefore

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was focused in meeting the needs of the customers through the same and it was not related to
customers journey. The present approach however aims at improving the same through various
steps such as- this marketing strategy puts the customers experience as the top priority, arranging
for proper inventory, Using a data driven approach in order to better understand the needs of the
customers on the basis of the data collected and on the basis of the same the segmentation will be
done and the customer journey will be mapped (Järvinen and Karjaluoto 2015). The next step is
to carry out personalization of messages in order to communicate to the different segments.The
new approach of Omni channel also aims at providing help at the right time and also making the
payment process seamless to improve their experience.

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Figure 1: Omni channel
Source: (Ailawadi and Farris 2017)
Development of a strategy for the crème Crush Company and actionable
measurement framework for the same
The strategy that can be adopted by the company to improve its profitability and
performance is that of it can adopt Omni channel marketing because presently the company is
carrying out its activities and meeting the needs of the people through offline channels (Järvinen
2016). The company can therefore adopt Social media strategy for promotion, it can use search
engine marketing in order to improve the promotion of its websites and it can also adopt
recruitment of IT experts in order to ensure improved customer experience and to manage their
queries and look after their feedbacks (Levy and Gvili 2015). The company needs to decide
proper channels of communication to the customers such as E-mail marketing, SEO, SEM and
others. In order to have an actionable measurement framework, the company can adopt the
RACE strategy for tracking if the customer’s intentions are getting converted into payment and
purchase decisions and other measurement techniques can be used such as taking regular
customer feedbacks, by seeing if there is any growth in sales and comparing the actual
performance against the desired performance levels for this purpose (Buchanan et al. 2018).

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Figure 2: Marketing strategy
Source: (Kingsnorth 2019)
From the above diagram the marketing strategy that needs to be adopted by the company can be
understood. Crème Crush define its marketing objectives, its audience, its key performance
indicators and others and implement the same using various channels, analyse the same and
optimise the budget and targeting.
Development of a digital marketing plan and strategy to develop multi-
channel capabilities of the chosen company
The company Crème crush is a UK based company that is engaged in meeting the
customers need through take away stores and mobile stores. This shows that the company has not
engaged in digital presence and therefore it can improve its market share like any other food and
beverage company by improving its digital presence through a digital plan for developing the

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Omni-channel capabilities of the company. For this the company needs to identify the main
objectives of the strategy, decide upon the content, select a proper channel for this purpose and
develop an action plan for this purpose and the RACE strategy can also be used for improving
the digital marketing for the company. The main objectives is to properly reach the existing and
the new customer base after segmentation, interacting with them to improve relationship and to
improve awareness, try to convert the interaction into actual sales. For the same, the RACE
strategy will be used (Kannan 2017).
Channels of communication for this purpose
The company has not engaged in digital marketing and is only meeting the needs of the
customers with the help of offline channels. The company can make use of various online
channels such as social media which is one of the most effective strategies for reaching a wider
audience. This method also helps in getting immediate feedback of the customers and taking
timely actions to solve the same (Baltes 2015). They can operate their own websites and use
Search engine marketing for promoting their websites by improving its visibility through paid
methods of promotion and advertisement. Another method that can be used by the company is
that of e-mail marketing, blogging and others.
RACE strategy
Reach the customers- This will include carrying out different strategies for increasing
customer awareness of the products and services over different channels such as the online and
offline channels (Patrutiu-Baltes 2016)-. This will involve reaching over time in for the purpose
creating multiple interactions using different owned, earned paid touch points.

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Act or interact with the customers- Interaction means creating leads both online and
offline and persuading them to take the next step. In this stage the goals of the online website of
the company can be to registration as a member, the company can track the most viewed
products and others. In this stage the company should try to improve interaction with all the
potential customers by influencing them.
Convert the interaction into sales- this stage will include conversion into sales whether
through the online or offline sales and others. In this stage the company tries to convert the
customer’s intention into payment.
Engage the customers such that loyalty can be created- Engaging the customer’s is done
through influencing them for repeat purchases.
Action plan
Task Start date End date
Starting a social
media page
09.07.19 19.07.19
Website promotion
through search engine
marketing
20.07.19 29.07.19
Recruiting IT experts 01.08.19 09.08.19

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Application of range of tools and techniques for planning an end-to-end
Omni-channel marketing campaign
There are different tools and techniques that can be applied by the company to enhance
the customer’s experience. These tools can help to distinguish the company’s marketing channel
from being a multi-channel to an Omni channel. The main difference between the two is that the
Omni channel of marketing is aimed at improving customer’s experience by giving them various
services apart from their multi-channel presence. The multi-channel marketing aims at
connecting and interacting with the customers on different channels it however do not include
improving their experience through the same. Some of the main tools that can help to improve
the customers experience are that of mobile applications, giving personalized services to the
customers based on their feedbacks and others and Search engine optimization using third parties
to improve the visitor’s traffic in website, making use of social media platforms and others. By
creating own mobile application the company can help to improve the customers experience
because it can ensure that the customers can meet their needs just at their fingertips. Most of the
companies today are using mobile application to have a more personalized experience. The
company can also appoint IT experts to provide better personalized experiences to the customers
because these experts can help in dealing with the customer’s queries, and they can help in
managing the company reputation on website. Social media is a platform that can be used to
promote the company or can even be used to harm the good will of the company and therefore it
becomes important to manage the reputation of the company through these experts. These
experts can see the feedback of the customers and respond to those immediately such that the
customer’s will feel that their feedbacks are being taken care of. The company can make use of
digital marketing tools such as search engine optimization in order to generate traffic to their

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websites. By generating traffic on the website the company can ensure that the customers are
getting converted into potential customers and they are carrying out repeat purchases. Once the
customers carry out repeat purchases they can become loyal customers of the company and will
not switch to any other company. It is a technique by which the company can ensure increased
brand awareness such that about its products and services among the customers and it is also a
cost effective technique that can be applied Crème crush for promoting its products and services.
The company can try to improve the experience of the customers by having a safe payment
technique and that also needs to be easy to understand such that the customers can easily
understand the way in which they can make payment and also a safe payment mode will help
them in building trust over the company. This will not only help in improving their experience
but will also help in improving their image of the company in front of public.
Determination and evaluation of the measurement techniques and
performance metrics in digital marketing
The digital marketing metrics can be used in connection with the key performance
indicators in order to measure the performance and the success of the marketing campaigns.
Various kinds of tools are used by the marketing researchers in order to measure the performance
of the marketing campaigns. It is necessary to carry out the measurement of the digital marketing
performance because it leads to sales and leads. The first step in the process of measuring the
success of the digital marketing campaign is having a goal without which the performance
cannot be measured. For instance the goal in this case will be to improve the marketing share and
to meet the customer’s need through Omni channel marketing approach. The next step is to
determine the time frame within which the objective are expected to be achieved. It can help in
setting parameters and can also help in creating a sense of urgency within the employees or even

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a sense of accomplishment. The next step involves determining the key success factors such as in
this case the key success factors can be to have a total number of visitors of approx. 100000 in
order to ensure that the website is creating awareness. The next step involves providing specific
details related to the product to the customers because creating awareness is not sufficient. The
last step involves measuring the digital marketing that is through analyzing the website traffic
and identification of the source of traffic can help the company on focusing in those areas more.
There can be organic search, referrals and others. Sessions, most viewed pages, average sessions
and others such as exit rate, conversion rate, bounce rate, email open rate and other techniques
are used in order to measure the performance of the digital marketing techniques.
Figure 3: Social metrics map
Source: (Alsamawi et al. 2017)

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Critical evaluation of the application of different digital measurement
techniques and performance measurement of digital marketing
There are different methods for measurement of digital marketing performance such as
metric for measuring the returning visitors, measure of first visit, brand awareness, return on
investment, incremental sales, sources of the web traffic, purchase funnel, customer attrition,
total visits and many more (Ryan 2016). The metric that measures the returning visitors sees the
effectiveness of the website in building audience, the first visit look after how many people find
the website of the company and how do they engage themselves on the first visit, the metric for
measuring the brand awareness measures how well the brand is considered in the social media
and other sites. The ability of the campaign to generate revenue is judged by the ROI, the sources
of the web traffic shows the major sources that are driving visitors. The customer attrition
measures the rate at which the company is losing its customers and others. These metrics
therefore help in measuring the company digital marketing performance. These metrics can be
applied by the company as tools to understand how well their digital marketing strategy is
performing.
Presentation of a set of actions to improve the performance of digital
marketing
The feedback got on the basis of the metrics such as the customers attrition gives
information such as the rate at which the customers are leaving the company and switching to
other companies, the company can adopt various measures to fill in the gap or to overcome the
problems of digital marketing performances and with the aim of improving the same (Saura,
Palos-Sánchez and Cerdá Suárez 2017). The maim actions that can be taken by the company in

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order to improve the digital marketing strategy is that of reviewing the strategy from time to time
to identify any gaps in alignment of the objectives, a third party team can be appointed for the
purpose of improving the digital marketing performance such as the content writer who can help
in engaging more customer’s on the websites (Stephen 2016). This content will be updated on
the official website of the company foe better communication to the customer’s, a data manager
can be appointed for the purpose of handling all the information gathered properly and analyzing
the same customer service liaison can be appointed for the purpose of engaging the customer’s
for long term purpose (Yasmin, Tasneem and Fatem 2015.). Continuous improvements needs to
done in order to ensure that the customers are getting updated information and in order to ensure
that there is no monotony. The content needs to be made attractive with the help of various
videos and other techniques.
Conclusion
From the above discussion it can be concluded that the company under study can go for
Omni channel marketing strategy in order to improve its market share and with the aim of
improving its performance. For this the company can adopt various digital channels apart from
its offline channels such as SEO, Social media strategy and various others. The paper discusses
about the evolution of the Omni channel marketing strategy, developing a marketing strategy for
the company under study, developing the digital marketing plan, application of a range of tools
and techniques for Omni channel marketing and various others.

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