12-Month Integrated Digital Marketing Plan for Next PLC

This report provides a comprehensive analysis of digital marketing strategies for Next PLC. It begins with an introduction to the business environment and the importance of digital marketing. A detailed situation analysis is conducted, utilizing SWOT and Porter's Five Forces models to evaluate the company's strengths, weaknesses, opportunities, and threats, as well as competitive forces. The report examines Next PLC's current marketing strategies, including the use of newsletters, personal emails, messaging, and social media campaigns. It then delves into customer analysis, including customer persona development and customer journey mapping, specifically focusing on a 'trendy and comfy' teenager segment. The report concludes by setting digital marketing goals and objectives for Next PLC, aiming to enhance its digital presence, improve social media content, and optimize customer engagement. The report proposes a 12-month integrated marketing plan, encompassing various digital marketing channels and strategies to achieve the set goals.

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Situation analysis
Customer persona and customer journey map
Objective and goal setting
Design of 12 month integrated marketing plan
.....................................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The business environment is comprising of different factors which influence the
management and marketing activities of an organization along with goals and objectives. Such
as the external environmental factors internal environment factors along with competitive forces
influence the organization to make improvements and changes on the marketing plan and
strategies to meet the business goals within the changing environment. Nowadays digital
marketing is one of the best marketing approaches to advertise and promote the project along
with customers satisfaction. Because that is providing the different platforms of online marketing
which can be easily used by the organisation and access by the customer (Thompson and
McLarney, 2017). Digital marketing is the key part of the marketing mix, as it utilizes as the
important factor of promotion by involving all the marketing strategies through which
organization can achieve their goals. Next plc, is the British multinational clothing company,
provide different varieties of products, and retain or develop their customers with innovative
digital marketing plans. In this report situation analysis is done by considering the marketing
strategies and competitors. Along with this marketing approaches and models are utilised to
develop an effective marketing strategy that can be appropriate and effective according to the
current environment.
Situation analysis
Situation analysis is the key process of Business Management that involves a critical
evaluation of micro and macro factors, which can affect an organisation new projects and
planning. With the help of situation analysis Next plc., can evaluate the current opportunities and
challenges of business. With the help of which appropriate strategies can be developed to move
forward from the current situation into the desired situation. This is involving the step Like
customer analysis, environment analysis, competitive advantages, product distribution situation.
There are different tools of situation analysis such as porter's Five Force model and SWOT
analysis ( Zwier, 2021).
Summary of key market
The market is comprising of the different actors such as customers, economy, policies,
technology, environment, regulations, Competitors, etc. which can be effectively analyzed by

SWOT. Which helps to assess those factors in terms of strength, weakness, opportunity and
threat.
SWOT analysis- this is a strategic framework that provides the effective structure and method
of micro and macro environment factors analysis in terms of strength, weakness, opportunity and
threat. This model is used in context to the situation analysis of Next Plc.
Strength Weakness
Next plc is the leading multinational, clothing
and home products brand. which numbers. Of
strength through which organization service
in the market by meeting competitive edges.
Such as the company is having a strong brand
image along with the, best brand portfolio,
suppliers, strongest distribution network. The
organization is having a high rate of customer
stagflation due to the best customer
relationship management team. There are
higher-skilled employees.
The weaknesses of the organisation are the
area of improvement in context to better
performance. Next plc, is weak in terms of
various business activities such as they are
not having the proper financial and supply
chain management plan, which can lead to
loss of resources and impact the future. The
organization have to work on their demand
forecasting and new technology.
Opportunity Threat
Development of the new production and
management technologies is the opportunity
for the next PLC to compete in the market
with cost-effective strategies. New Trends
and environment policies are encouraging for
the development of new plans in context to
growth in that particular area of opportunity.
A lower inflation rate is the opportunity to
improve customers experience.
The possibilities of new technologies
developed by the competitors is can b the
most impacting threat because this can create
competition stronger. The company can also
lose customers. due to this shortage of skilled
employees and changing, customer buying
behaviour organizations can be placed at the
risk of productivity loss and higher stress of
change management ( Thompson and

McLarney, 2017).
Porter’s five force model
This is a five Force model tool that helps to analyse the different competitive factors of the
market which forces the organisation to make changes and improvements.
Bargaining power of buyers- the customer is the main factor of business plan and
marketing strategies and due to their higher Importance, there are the higher fours ( Berhe
2021).
 Bargaining power of suppliers- suppliers are having the dominating power due to their
high importance in raw material supplies, Next plc is facing a higher force of suppliers
bargaining power, which reduce the profitability.
 The threat of substitute- there is a higher force of substitute due to the presence of
different techniques of customers product satisfaction. Next plc can manage this by
switching costs, introducing new products.
 The threat of new entrants- there is a medium force of new entrants because that is not
easy ye to reach, brand value and shares easily.
 Industry rivalry – there is higher competition among the next plc and its competitors.
This can be managed by making the sustainability difference and collaboration with
competitors.
Current marketing strategies
In context to the marketing strategy, the different ways of communication play a very
important role, so there is the various mode of digital communication utilised by the business
entities as a digital marketing strategy.
Newsletters- this is one of the best modes of communication which helps the business
organisation to share the information with a different range of peoples and existing customers.
The E-Newsletter is one the best Current marketing strategies used by the business organisation.
Next plc, is using this approach but they have utilized this with proper monitoring and interactive
content ( Prayogi, and Wandebori 2020).

 Personal email- the customers who had already purchased some product from the
organisation then their email is can be utilised to inform them about new products and
services. Next plc make proper application of this.
 Messaging- personal information of the selected customer segment can be utilised with
their permission to inform them. Such as the launching of new products salesman share
the news of lunch among the people and influence them to file the firm for getting more
benefits and information related to products. Then the contact details of people along
with existing customer details utilize to promote new offers and products information
among them.
 Promotional campaigns on social media, such as in the Facebook, Instagram and
Twitter- at present one of the best mode of digital marketing is social media
campaigning which is that provide easy methods of content development and sharing
among the huge group of people at the same time. Next PLC has to make more
improvements to their profile.
Customer persona and customer journey map
To track the digital marketing performance and to understand the level of customers,
Next plc. have to make a specific analysis of customer persona and journey map. Which can
helps to improve the customers influencing strategies in the context of their requirements and
preferences.
Customer persona-based segment- To effectively cooperates with customers needs and
satisfaction that is important to have a proper segment of customer to consider. Which further get
evaluated and use to monitor the journey of that particular segment of customers. So for that
Identification of Specific customer segment is done, such in the Next Plc, teenagers are the
specific segment of customer which are having their unique shopping perceptions in context to
which best persona segment is develop such as trendy and comfy. As this is the hidden factor of
that customers group, this can helps in the proper digital data analytics, which can be further use
by the marketer to make selective marketing strategies for that segment satisfaction and
organizational success. So customer persona segmenting is the type of technology used by the
marketer to easily assess and satisfy the customers. This involves the consideration of various

elements of the market in a multidimensional map to specify the specific segment of marketing
focus.
Customer journey map- This is the type of organisation tool which uses monitor the
different steps and modes of customers, organization and engagement with organisation
products, services and brands. By developing the customer’s journey map Next plc., can make an
easy entry in customer mind, so that marketers can evaluate that where they are missing the
marks, what is right and what needs to be improved of the trendy and comfy segment
( Hinnenberg, and Löfstedt, 2017).
The teenager trendy and comfy persona segment is selected due to its higher impact on
the organisation revenues, sales and marketing. Because in the present market there are the
teenagers who make more purchasing with the consideration of new trends and comfortable
clothing. In context to this customer segment, the customer journey map is given below.
Need of the purchase- The next plc., the customer journey begins from the stage of their
self need analysis that what they want to purchase and in context to which they make a search to
get aware of related products and services providing by company.
Search for the new designs- Customer makes research approach to get the information
of best fitting clothing outlets or products outlets, Which can provide the particular type of
products required by the customer. Customers get aware of the Next plc., through the different
sources of information. Such as through words of mouth, TV ads, social ads and emails.

Search for the appropriate offline and online outlet- Once the customers get aware
about the availability of the product in selected outlets of Next plc., then they make
consideration of product reviews and blogs. Then customers compare Next plc., with other
company to choose products outlets from where they want to make purchasing. So that it is
important to be effective in social media with the best review and feedback management.
Go to the store- Once the customer gets aware of the positive reviews of online clothing
stores then they take access to that page for making a purchase. In this stage speed of the page is
influencing customer satisfaction. Net plc., have to work on their web page speed, for improving
customer experience.
Purchase- For the stage of purchasing teenagers segment of the customers keep scrolling
with aim of getting the best colour and fitting. So in context to this Next PLC is having bad
experience due to the inappropriate options of making choice, so in context to that organisation
have to redesign their website.
Uses – After the purchasing customer uses the product and make queries related to that if they
are having any. Customers are having good experience of customer support from Net, plc.
Support and reputed purchasing- Customers make the repurchasing or either refer their
friends to make purchasing from that website. In context to that website link sharing and speed
of next plc., have to be good ( Bukhari, Hashim and Amran, 2020).
Objective and goal setting
Digital marketing strategy goals and objectives
The digital marketing goals and objectives are involving the different improvement and
development concepts in the context to the customer journey map which helps to analyse the
proper place of improvement for the better satisfaction of customers ( Wiraeus and Creelman
2018).
Goals
To become more effective And visual in the digital platforms- From the analysis of
teenagers Customer segment journey map it has been found that customers choose clothing

outlets according to the visual and present value of the organization on the online platform.
Customers move towards the digital outlet of clothing which can easily be searched and help
them to make their choices for trendy and comfortable clothing. So in context to that Next Plc
goal is to become more visual in the digital platform ( Mason and Knights, 2019).
To develop and improve social media content according to the new techniques and
trends- From the critical review of customer journey map it has been analysed that customers
get attracted towards the interactive And informative content of the clothing outlet, which can be
more creative, visual, attractive, informative and easy to understand. so in context to this
observation Next Plc, is having the goal of digital media marketing content improvement.
Objective
 Redesigning of the website- the Next plc., the objective is to redesign the website with a
new and effective structure, along with the consideration of a higher visually on the
digital platform. This can be possible through the application of different digital
marketing tools such as search engine optimization. This involves the improvement of
pages speed, fixing of broken links, implementation of harder tags. Next plc have to
redesign with all these improvements.
 Content advertisement- Nowadays they are the different innovative way of developing
content it and designing it. Which helps to interact with the customers towards the online
platform of the organisation. They are the various eye-catching social media content that
influences the customers to look at the outlet and make Purchasing. Next plc is having the
plan of developing video content, video streaming, infographics, promotional ads and
digital posters.
 Launch of new social media profile- along with the websites another important platform
and digital marketing are social media, which has to be utilised by every business entity
and by utilizing every social media channel. The next plc objective is to lunch their new
profile on Instagram with the best content and approaches of customers interaction, by
involving all customer support facilities.
Design of 12-month integrated marketing plan
Designing the business development and improvement plan is very important and order to
make the stepwise approaches of development and improvement. This helps to communicate the

brief and formation of improvement and Developement Plan among the investors and
Organisation group to make the financial support for that ( Ike, 2018).
Organization overview
Next plc is the multinational company which deals with the development and selling of
clothing and home products. That is headquartered in England UK.
Vision – organization vision is to make sustainable innovations In clothing’s continuously for
customers satisfaction.
Mission - Next PLC is having the mission of competitive growth and development with the best
customer satisfaction and sustainability approach.
Operation plan
The main objective of Next plc., business development and integrated marketing plan is
to improve the organisation digital marketing strategies with new and innovative approaches.
The operation is about the improvement of the digital value, presence and visual and social
media marketing content development in context to the Next plc. So for that, the team of content
developers and software engineers will execute the operations of digital marketing improvement.
Project timeline-
This is the important part of planning which involves the analysis of all essential goals,
tasks and activities related to the plan and time taken by all, to make the proper illustration of the
time frame. Gaant chart is the best tool used to develop a project timeline. Below is the
illustration of the next plc., project time frame.
Gaant chart
Task
name
Durat
ion
Ju
n
Ju
ly
Aug
ust
Septe
mber
Octo
ber
Nove
mber
Dece
mber
Ja
n
Fa
b
Mar
ch
Ap
ril
M
a
Redesig
ning of
website.
3
Develop
ment of
new

video
content.
Lunchin
g of new
social
media
page.
Visual design
Resources required- For the accomplishments of Next plc., marketing strategies
improvement and implementation. One of the most important resources is finance, marketing
executive and digital technology developing workers. Such as a software engineer content writer.
Video developing executives and products along with celebrity faces or models to make effective
video content.
Strategy and implementation
All these marketing strategy development objectives should be accomplished within the
selected period and then all these newly developed marketing strategies will be implemented in
the digital platform step by step. The objectives and goal of the business development plan
should be accomplished according to the above analysis of the business environment.
Estimate budget
That is important to have well organised and estimated budget plan which helps in the
effective financial management for different task and activities of strategies improvement and
implementation related to marketing and growth ( Chase, 2019). Below is an illustration of Next
Plc., budget plan.
Marketing strategy
improvement task
ESTIMATED COST
Operational cost £225
Human resources cost £150
Video content £1000
Profile development cost £1200
Redesigning cost £1,445

Resources cost £125
Maintenance cost £125
TOTAL £ 4270
CONCLUSION
From the above study, it has been concluded that digital marketing is now the key
technique of organisation marketing, which helps to effectively satisfy customers with the best
informative content of organisation, regarding products and services. Digital marketing helps to
make customers aware of the existing and new projects, to generate higher sales and company
success. So to develop the best digital marketing strategy that is important to consider the market
factors, by situation analysis and customer journey mapping of the specific persona segment.
Mapping of the customer’s journey help to understand how the customers are reacting to the
different marketing factors and which theme the more satisfied and erect toward company. In
context the complete information of competitive facto4s and customers journey map, the specific
goals and objectives of digital marketing is develop, which can further use to make long term
marketing plan.

REFERENCES
Books and Journals
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