Digital Marketing Campaign Strategy Report for iTreatskin

This report provides a comprehensive analysis of a digital marketing campaign designed for iTreatskin, a skincare company specializing in organic and natural products, particularly for children. It begins with an introduction to digital marketing and an overview of iTreatskin's operations and mission. A situational analysis, incorporating SWOT, PESTEL, and Porter's Five Forces models, evaluates the internal and external environments. The report defines the company's objectives, target audience (children aged 0-9), and key messages. It then explores key media channels and the evaluation process using tools like ReTargeter and programmatic advertising. The conclusion emphasizes the importance of a well-executed digital campaign for achieving iTreatskin's business goals, highlighting the significance of strategic decisions, targeted messaging, and channel selection.

Introduction
 In contrast to traditional marketing, Digital marketing encompasses
different marketing tactics that uses internet and several electronic
devices (Ryan 2016).
 Digital marketing campaign is the online marketing efforts undertaken
by a company for driving its engagement and profit.
 The suitable digital marketing campaign for itreatskin is going to be
discuss here.

Organization overview
 Itreatskin is a leading skin care company
that mainly focuses on producing organic
and natural skin care products.
 The company is now operating in 15
countries worldwide and serving more
than 12000 customer all over the world
(itreatskin 2019).
 It’s mission is to produce eco-friendly
organic skin care products, especially the
child care product, thus ensuring their
healthy skin.

Situational analysis
 In order to undertake suitable digital campaign for the selected
organization, analysing the internal and external environment of the
organization is vital (Van Velsen 2017).
 The internal organizational environment will be evaluated by
performing SWOT analysis.
 PESTEL analysis will give an idea about the external organizational
environment.
 Porter’s five force model also provide a clear picture of the current
market condition

Objectives
 The main objectives of this organization is to
create more business awareness, thus
improving its sales (itreatskin 2019).
 Defining a target market and focusing on taking
strategic decisions can help the organization in
achieving its objectives.
 The organization also need to focus on several
digital marketing platforms.

Target audience
 Target audience is the group of individuals or customers on which the
organization put more focus for selling its product.
 It will help the organization to gather more profit (Litt and Hargittai
2016).
 The target audience for this organization is the children aging from 0-9
years.

Key messages
 For gathering more user or customer
engagement, visual contents, videos
and images will be more useful.
 Keeping the message short yet
understandable is essential (Chaffey
and Smith 2013).
 Performing brainstorming activities
and providing clear description about
the discount and promotions will
collect more customer attention.

Key media channel
 There exist different type of digital marketing
resources such as, official website, social
media, direct selling, email marketing and
many others (Key 2017).
 As the current age customers are spending
more time on internet, hence digital
marketing will gather more profit.

Evaluation
 For encouraging and enhancing the performance ability of the digital campaign undertaken
by itreatskin, ReTargeter is an essential tool.
 Dynamic retargeting, search retargeting and site retargeting are three essential facilities
provided by this tool (Yang et al. 2015).
 Programmatic tool will helpful for making successful advertisement of the product, thereby
enhancing its sales.

Conclusion
 Hence, it can be conclude that, the process of conducting digital
campaign will be beneficial for the skin care organization itreatskin in
achieving its objectives.
 The SWOT,PESTEL analysis along with porter’s five force model will help
the organization to conduct better digital marketing campaigns.
 In addition, focusing on targeting audience and emphasizing on
deploying attractive key message and selecting suitable key marketing
channel is also essential.

Reference
 Baye, M.R., Prince, J. and Squalli, J., 2016. Managerial economics and business strategy (Vol. 5). New York, NY: McGraw-Hill.
 Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
 itreatskin (2019). itreatskin. [online] itreatskin. Available at: https://itreatskin.com/ [Accessed 4 Jan. 2020].
 Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in
Marketing, 34(1), pp.22-45.
 Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of Marketing Channels, 24(1-2),
pp.27-38.
 Litt, E. and Hargittai, E., 2016. The imagined audience on social network sites. Social Media+ Society, 2(1),
p.2056305116633482.
 Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page
Publishers.
 Van Velsen, J., 2017. The extended-case method and situational analysis. In The craft of social anthropology (pp. 129-150).
Routledge.
 Yang, K.C., Huang, C.H., Yang, C. and Tsai, C.W., 2015, December. Applying Social Marketing Theory to develop retargeting
and social networking advertising website. In 2015 IEEE International Conference on Industrial Engineering and Engineering
Management (IEEM) (pp. 1845-1849). IEEE.