Digital Marketing Plan for Love Holiday: Strategies and Evaluation

This report details a comprehensive digital marketing plan for Love Holiday, a UK-based travel and tourism company. The plan outlines the company's strategies for achieving short, medium, and long-term business goals, focusing on digital growth and customer segmentation. It includes an overview of the digital marketing process, SWOT and PESTLE analyses, competitor analysis, and a market analysis to inform the implementation of SEO, e-books, webinars, and social media marketing. The report also links digital business with a marketing strategy, sets digital marketing objectives, and suggests implementation and control measures using the STP model. Finally, the report includes a budgeting strategy and evaluation methods for the digital marketing campaign.

Digital marketing plan

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of digital marketing process........................................................................................3
Overview of organisation............................................................................................................3
CONCLUSION................................................................................................................................6
Link Digital Business with Digital Marketing Strategy..............................................................6
Budgeting.....................................................................................................................................9
Evaluation of digital marketing campaign:..................................................................................9
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11
Books and Journal......................................................................................................................11

INTRODUCTION
Digital marketing plan is form of special strategies which drives the fact about
company’s strategies for short, medium or long term business goals. This plan instruct the
company how to achieve their target goals by analysing its core strength and market
opportunities on social and digital growth. Digital marketing plan must be attainable so as per
company’s financial position. This report is going to cover plans for Love Holiday, a travel and
Tour Company provides services for client’s entertainment and outing in London, UK. It shows
the direction and image towards developing and implementing strategies by arranging resources
and budgets within a specific period of time. Target most wanted customers by segmenting the
audience with most valuable services (Azinheiro, 2017).
MAIN BODY
Overview of digital marketing plan.
Digital marketing process consist main functions through which company find out what
needs to be done and how it is to be done. The process involves field of research on customer
basis, what does customer wants and how they response over it. It could get found through
internal analyse by using SWOT framework and then plan the strategies according to that. Plan
must include what the organisation needs to achieve and at where it desires to reach the height of
success.
Moreover, implement the strategies through digital sources in order to reach large
number of customer. Make the investment as efficient as it give quantitative return. Digital
sources are now became the most popular and has taken a new concept of marketing by which
Love holidays make their services more reliable and convenient (Gobble, 2018).
It does make use of Facebook, twitter and other channels to describe their product and get
connected with people. In relation with the digital marketing campaign, company would use
marketing tactics to increase their sales through updating their websites and creates campaigns
for e books, webinars, papers and SEO rectification to grow traffic on their websites.
Research: love holiday first make research about the external and internal factors.
Plan: after researching, the company will plan the products it can sell online easily
Optimize: this process optimize the resource available with the company into fuller
manner.

Implement: practical execution will be done to produce and distribute through online
selling
measure: after all the process, control and measures will be taken into effective manner
by tools and techniques.
Six step digital marketing campaign
 Love holiday, a travel company provide secure stays and packages to many people by
making connections with them through radio connectivity.
 There has buyer persona for men, women, children, parents. Mainly considers middle age
group.
 The aim is to grow 500 maximum follower over website and app.
 Digital marketing Method: SEO, E-books, Webinars, social media marketing.
 Maximum budget would be require $500 to run the campaign
 Measurement of performance through KPI indicators.
Overview of organisation
Love holiday is England based company in travel and tourism sector. The company is a
service provider since 2012 and grow their brand through making regular innovation in customer
services. Love holiday work like an agent to make booking and offering packages regarding
holiday and outings through websites (Tesařová, 2019).
Customers merely enjoy their services because of their attractive varieties of packages such as
inclusive holidays, last minute holiday, family holidays, couple holidays and many more. Love
holiday provide secure services through ATOL scheme, customers will get clear direction in the
situation of miss happening. This scheme helps in restoring payments and make them secure if
booking get cancelled or delay. They use various digital strategies to provide their offers in reach
to their customers through Facebook, Twitter, Instagram and their own websites. Customers
could easily go through with their services and packages available as per their preference and
make instant bookings. In 2018, they have established their campaign I.e. radio communicator to
expand their brand into whole states in London (Johnsen, 2017).
The campaign was set up on FM and DAX as a digital station through which company
make people aware about their low pricing by providing whether details and opinions regarding
best places as per that. These strategies had positive impact on their brand awareness and help in
to make personal interaction with public.

SWOT analysis
Strength Weaknesses
 Love holiday has their grown websites
as a strong point for their expansion
 The company has good financial
resources to invest on new innovations.
 Love holiday make FM signals which
have poor connectivity in reaching to
customers.
 Brexit policy has impact on several
ROI and difficulty in securing
payments with influence on change in
Brexit policy (Zerr, Albert, and Forster,
2017).
Opportunities Threat
 The company have various sources to
grow digitally through e-books,
webinars and SEO optimisation
(Kasemsap, 2018).
 Travel and tourism have a lot of options
to explore their reach through
partnership digitally.
 The company has main threat of its
competitor.
 In leading digital up gradation, Brexit
policies impact on its evaluation. This
could be a major threat (Wahyuni, and
Ali, 2019).
PESTLE analysis
It drives macro environment influence on company’s growth and success through
significant factors in digital marketing campaign (Wang and et. al., 2020).
Political: It has positive influence on love holidays as due to foreign policies to open
gates for travelling into their countries by booking on one click. One important political factors is
Brexit that can be affect on sales of Love holidays.
Economical: These factors raise the level of people income due to which it affects
positively in love holidays as people are more influenced by social apps, search engines and to
make purchase of electronic services (Khakimova, 2019).

Social: People are more concerned with social media sources and want to be the one to
explore before anyone else, for that tourism industry has lot of benefit as love holiday provides
services in accordance with customer’s culture, necessity and ethics.
Technological: Love holiday marketing plan drives the influence of more technological
up gradation in order to become dynamically important(Rutz, and Watson, 2019).
Environmental: Love holiday makes digital campaign in order to reduce waste and
unnecessary elements from their services. And provide healthy services which does not harm to
the public and economy.
Legal: Government drives various responsibilities regarding travel related to customers
and employees influences by adding rights to equality and fair services into consideration. Love
holiday considers all the acts and laws regarding equality, compensation, fair pay (Gaur, 2019).
Competitor analysis
Perceptual mapping:
This analysis drives the value of brand product and services in such a manner that it stand
in front of their competitors. It shows the clear framework of where companies brand give tough
competition to their alternatives. One big competitor of Love holidays is Booking.com. It is
analysed that Booking.com gives a tough competition because of their brand awareness in
market.
This analysis shows relevancy of product or services in terms of customers wants. In
order to research the market against competition to easily operate the best of technologies in
trending market. Love holiday has its various competitors which provide authentic services but
the company has more power to build up strong techniques and strategies in order to fight with
them. This analysis shows the effect of low pricing influence on low quality and high prices will
give high quality product (Li, 2018).
Marketing analysis
Market analysis reflects the important elements of market having which involve market
share, opportunities, market segments and customers. It is important for Love holiday to analyse
the market first in order to implement their digital campaign successfully. In relation with digital
marketing plan, there should be better analyse of customer demand and then make the services
available for their customers through websites and make promotional campaign to make them
aware about the same. (Vijayalakshmi, 2020).

Link Digital Business with Digital Marketing Strategy
Digital marketing plan is not only a single concept or an easy one, but require efficient
sources to grow and reach to targeted customer. The main purpose of digital businesses is to
make people aware about the product or services lying in the whole world. Digital business has
now become most popular and demanding, customer prefer to go for online purchasing as it
provide several option which best fit to their demand (Minculete, and Olar, 2018).
Love holiday has emerged with a strong digital campaign to increase its sales and make
their own e – books, webinars, and development of website. For that instance, company requires
to make the sources strong and recommendable.
Facebook: it is the fastest growing channel amongst people, love holidays post about
special offers and discounted schemes by taking sponsorship rights on Facebook through which
their people could enjoy their services.
Google: it is the most used search engine. Love holiday has its own website and needed
to grow as much traffic on it. For that, SEO optimization is necessary and the company will
make it possible during their campaign (Opresnik, 2019).
Yahoo: it is also a search engine, mostly popular for E-mails changing through which
love holiday decide to make E-mail marketing by launching their offers and themes on customers
Mail also, existing customer will also get to know about their deals without searching on
websites (Camilleri, 2018).
Digital marketing objective
Objectives are said to be the direction for a work or target a company desires to achieve.
Any plan or strategies could only formulate and implement after analysing its objective behind
all the process. Digital marketing objectives need to be clear about what company desires to do
with product and services and how it will make full use of digital sources. It defines as like
marketing process which includes where to reach and how to reach (Yanah, and Sugiyarsih,
2019). Love holiday will make use of efficient resources and technology to make them achieve.
Smart Objectives:
 Increase online sales by 10 to 20% and enable large customer engagement.
 To understand the online market demand by making close interactions with people.
 To develop attractive webinars and radio sessions which evaluate company’s services.

 To make SEO optimisation in order to gain maximum followers as per the plan.
 To make their business on online platform so that customer get reach maximum.
The company will make possible efforts to achieve these objectives by gaining online
followers, provide attractive services, solve their queries 24/7 and make easy to exchange and
return policy to bring customers loyalty.
Implementation and control
Digital marketing process is all based on its objectives and planning. Every plan and
management require supervisory control as well as efficient execution of plan. In order to
achieve targeted goals control over operations and check on its implementation is necessary. For
example, company needs to remain active on social media and check on customer queries. For
that instance, managers and experts needs to be sure about taking actions on social media as it
moves according to objectives so that no customer will leave out of any doubts.
In order to meet with the above objectives, the company love holiday will implement the plan
through STP model and analysing marketing principles so that efficiency and objectives could be
achieving easily (Poradova, 2020).
STP approach
Segmentation: segmenting the market establish the target audience into different
sections (Camilleri, 2018). Love holiday segment the market as per customer’s age, income,
religion and more. Due to which the company could easily identify their demand and provide
packages. For middle age group, people prefer to travel far cities where as aged group prefer to
travel nearby temples and historical places. So that they would enable these segments into
website for better recognition.
Targeting: webinars and E-mail marketing will help to target the left market where
people being less active on social media.
Positioning: positioning will be requiring to enable customer base in terms of their
different demands and aspects during purchase so that product and services would get serve
efficiently (Hofacker, 2018).
7 P’s of marketing

Product: social media is the best place to Showcase Company’s product and varieties of
services. Love holiday could make sponsorship with You Tubers by making trip videos, through
which company could easily share their offers and services.
Price: love holiday could give discounted offers, gift vouchers and price cut offers on
their next visits. These attractive pricing strategies will genuinely work to increase their sales by
digital marketing.
Place: place could be online and offline both. Websites twitters and Facebook are
immensely growing to look at attractive features and offers. Love holiday could take calls and
messages through their web servers and radio connections to get accurate details (Gupta, 2018).
People: people are now managed by digitally through social apps through one click or
chat bots which help employees to get connects with customers in an effective manner.
Promotion: promotion is incredibly necessary which has become easy through digital
marketing through E-mails, SEO, YouTube, blogging and many more (Porshi, 2018).
Process: in order to make websites more realisable and efficient. It does require a UX
system that makes customer arrival easy and at sustainable rate. Internet speed on websites and
conversion optimisation is required to accept payments and queries of people through other
countries.
Physical evidence: digital marketing in service sector does not include any product which
could be seen but it does include online reviews, web channels and its growth that become an
evidence for customers who wants to make their first purchase through Love holiday (Cane,
Bellag, and Fukada, 2020).
Budgeting
Budget divides the work into simpler manner which segment company’s financial
resources in according to its objectives. Love holiday requires making its budget to grow their
marketing campaign successfully and analyse the actual cost projects contains. Budget will need
to be made in such a manner that would minimize the cost and maximise the profits.
In order to run the campaign for love holiday, company will require to have pool of resources
that includes high quality content operator in websites, conversion tools effective optimisation
and sponsorship to generate traffic. As the company objective include e-books and webinars as
well as radio connectivity which require high investment in getting software’s. Moreover, budget
will allocate distribution amongst professional employees who will contribute in running

campaign (Yadav, 2017). It is essential to first analyse past performance on digital sources and
make the better resources implementation in present time.
Evaluation of digital marketing campaign:
Measurement of performance essential part or any plan which has establish for a specific
purpose. Digital marketing campaign involves various strategies and allocated budgets which
needs to be measure as they make its right use of not. An evaluation reflects the growth a
company has made with the plan and measure the performance through past and present results.
Digital marketers use effective indicators to measure accurate performance through KPIs, the
whole evaluation is described below:
KPI indicators
Market research: Performances are analysed and evaluated after attaining market
knowledge and the trends which people follows. This performance indicator shows that the
company has done its qualitative research so that it could reach to large number of customers as
per their age or income group (Ristova, 2019).
Revenue growth: The indicators reflect revenue growth during performance and
allocating the resources. Love holiday has made sure about its revenue to increase from 10 to
15%. As applying effective resources on digital media platform will automatically increase
market share and stakeholders loyalty towards investment. Market research has evaluated the
people that are often use digital platforms and make decisions after reviewing all the area which
could fulfil their demands into better way
Employee engagement: The company Love holiday assure their level of expertise and
specialisation in employees critics. As far as they concerned about companies image, digital
technologies has developed new aims and objectives to be efficient in working through which
employees keen to work in company environment. The company has lower down their work
burden by adapting effective strategies and technical up gradation so that work would become
easy to perform without any disputes(Grima, 2017).
Public engagement: the main purpose of digital marketing company of Love holiday is to make
maximum public engagement and grow traffic on their websites which has surely been achieved
during radio campaign and moreover, making websites more genuine and attractive. Public will
make their foremost purchase through the company when they get to know about their growing
channels and platforms in respect of building large customer base (Schubert, 2018).

These measures have resulted into boosting sales of the organisation as par6t of their
plan. Through control and measurement the company comes up with their weakness and area of
improvement where to make necessary changes. It has identified that Love holiday has low
financial budget which needs to be strong to make investments into online platforms and
connect with customers more frequently (Gbadamosi, 2021).
CONCLUSION
The above report has considered the fact that in leading world, as technology has
upgraded. There is significant need of digital sourcing. Through digitally influence marketing
has become more easy and realistic. It has given a new approach to establish and run a business
into more effective way. The campaigns drive through this report has its significance in travel
industry because of matter of convenient facilities radio connectivity, e-books. Webinars and
other channels use to implement its targets to increment ins sales and be their customer first
choice. Moreover, the campaign could only be run after identify company’s strength and
weakness and other external factors. STP approach has being helpful in providing its three
essential factors to classify market and its customers. Also, this plan has to be measures through
KPI indicators.

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