Digital Marketing Plan Analysis for Carbon Cycle Division

This report presents a digital marketing plan for the Carbon Cycle division, addressing the shift towards digital marketing to mitigate unfavorable financial outcomes and enhance market positioning. It analyzes digital marketing strategies, including B2C approaches like event hosting and contests for customer engagement, and B2B strategies such as SEO and PPC to generate revenue. The report examines the impact of digital media on the promotional mix, particularly in boosting public relations. It identifies social media as the most suitable media vehicle due to its high reach and engagement capabilities. The importance of monitoring campaign effectiveness through analytics is also emphasized, covering various digital media types and options to increase exposure and achieve marketing goals.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Notes:

1DIGITAL MARKETING
Table of Contents
Background................................................................................................................................2
Discussion..................................................................................................................................2
Digital Marketing strategies...................................................................................................2
B2C Strategy......................................................................................................................2
B2B Strategy......................................................................................................................3
Digital media impact..............................................................................................................3
Digital Media Types and Options..........................................................................................4
Monitoring..............................................................................................................................4
REFERENCES...........................................................................................................................5

2DIGITAL MARKETING
Background
Carbon Cycle has been recognized as a company that has an advantage with the help
of the effective product competencies that they possess. The nature of the competition, has
been identified as the biggest threat to the operations of the company. As a result of degree of
competition from the competitors, the company has not been able to secure favourable returns
in the last financial year. Hence, it can be opined that the company aims to mitigate the
complexities that are faced by the company while they operate in the market. It has been
found from the business analysis, that tone of the major reasons behind the company’s failure
is ineffective marketing carried out by the company. Hence, the company aims to revive their
position in the market by boosting their marketing competencies, digital media to be specific.
The paper aims to critically evaluate the scope of the digital media marketing to be carried
out by the Carbon Cycle.
Discussion
Digital Marketing strategies
From the past analysis it has been found out that the company needs to develop a
competency with the help of which not only the unfavourable financial issues can be
mitigated, but also it can help in repositioning the company in the markets that they operate
in. Thus, it can be opined that a certain portion of the promotional budget should be invested
in digital marketing. Furthermore, it can be said there are different strategies that can be used
for increasing the marketing competencies of the company.
B2C Strategy
From the market report it has been found that the company caters to children by
offering products for the children. Thus, it can be said that the company can capitalise on the
said segment with the help of which the company can ensure that it is subject to favourable

3DIGITAL MARKETING
nature of outcomes. The strategy that is suggested involves hosting events with the help of
which the company can engage the prospective customers. The main aim should be to boost
the relevance of the company and hosting a contest is the best way through which prospective
customers can be engaged to the company. Linking rewards to the activities can help in
spreading the awareness regarding the company even more (Kaur & Gera, 2017).
B2B Strategy
It is suggested that the company should effectively carry out SEO or Search Engine
Optimisation. It can help in generation of visits to the commercial websites of the company
through which revenue can be generated (Drai, Trugman & Zehavi, 2019). Furthermore, it
can help in generation of revenue through PPC or Pay Per Click for the advertisers associated
to the marketing material shared by the company. The main strategy is to effectively segment
the PPC motives of the company.
It is an effective way in which companies can generate revenue in the modern business
environment.
Digital media impact
The five elements of a promotional mix are Advertising, Sales Promotion, Direct
Marketing, Public Relations and Personal selling (Kumar & Patra, 2017). From the five
components of the promotional mix, it can be said that the digital media options in the
operations of the company would mainly boost the effectiveness of the company in terms of
Public Relations. The company is likely to develop better relations with the consumer
community as a result of the engaging strategies to be implemented into the operations of the
company.

4DIGITAL MARKETING
Digital Media Types and Options
There are various types of media that can be used to effectively carry out the
promotional strategies through digital mediums. Social media would be the best suited media
vehicle through which the motives of the company can be realised in accordance with the
digital strategies that are to be adopted by the company. A media vehicle refers to the
medium using which the information to be communicated is passed on to the ultimate
destination (Tuten & Solomon, 2017). Social media is deemed to be the most appropriate tool
as a result of the high reach and its engaging content development competency.
Monitoring
The current aim of the company is to increase its exposure through marketing. Thus, a
different strategy can be adopted in a different scenario. Monitoring is an activity that must
be incorporated in order to check whether the outcomes from a particular activity is up to the
expected standards (Gordeev et al., 2017). There are various monitoring tools that are
available and integrated within social media platforms such as Facebook, Instagram, Pinterest
and others (Johnson, 2017). The effectiveness of the campaigns can be monitored through
reflections on returns and traffic analytics on the said social media sites.

5DIGITAL MARKETING
REFERENCES
Drai, D., Trugman, U., & Zehavi, R. (2019). U.S. Patent No. 10,346,483. Washington, DC:
U.S. Patent and Trademark Office.
Gordeev, E. I., Girina, O. A., Lupyan, E. A., Sorokin, A. A., Kramareva, L. S., Efremov, V.
Y., ... & Mel’nikov, D. V. (2016). The VolSatView information system for
Monitoring the Volcanic Activity in Kamchatka and on the Kuril Islands. Journal of
Volcanology and Seismology, 10(6), 382-394.
Johnson, K. (2017). The importance of personal branding in social media: educating students
to create and manage their personal brand. International Journal of Education and
Social Science, 4(1), 21-27.
Kaur, H., & Gera, J. (2017). Effect of social media connectivity on success of crowdfunding
campaigns. Procedia computer science, 122, 767-774.
Kumar, S., & Patra, S. (2017). Does promotion mix really help to enhance brand equity: A
literature review. Asian Journal of Management, 8(4), 1387-1392.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.