Crème Crush Digital Marketing Plan, Measurement, and Strategy Report

This report presents a digital marketing plan tailored for Crème Crush, a hypothetical company. It begins with an introduction to digital marketing, its advantages, and disadvantages. The report then outlines a five-step digital marketing plan, including situational analysis, goal establishment, strategy definition, digital tactics, implementation, and performance measurement using KPIs. It further explores the evolution of omni-channel marketing, emphasizing its importance in today's digital landscape, and discusses its limitations. The report evaluates various measurement techniques and performance metrics, such as total visits, cost per lead, Google Analytics, and customer retention rate. The content also highlights the strengths and limitations of each metric. The report concludes with a comprehensive analysis and recommendations for optimizing Crème Crush's digital marketing efforts.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Digital marketing plan.................................................................................................................4
Explaining how the omni- channels marketing has evolved.......................................................6
Evaluating measurement techniques and performance matrix in digital marketing...................7
Actions to improve performance in digital marketing................................................................9
CONCLUSION..............................................................................................................................10
References......................................................................................................................................11

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INTRODUCTION
Digital marketing is marketing the products and services through digital technologies,
specially through an internet or any digital medium. In the same way, report will describe the
importance of digital marketing and it is based upon the case study of Crème Crush and now
they decide to go ahead with digital marketing activities, for that report will develop digital
marketing plan and explaining how the omni- channels marketing has evolved. Then
evaluates measure method and performance array in digital marketing as well and
recommended some ways to improve the performance in digital marketing.
Digital Marketing Overview
What is digital Marketing and why is important in today business landscape?
As the name suggests, Digital Marketing is the way to promote products and services
over the internet using various mediums and forms of electronic devices. Some of the
prominent devices are social media like as Facebook, Twitter, YouTube, mobile phones, e-
mail, etc. This style of promotion activity is making advertisement agency more dependent on
the digital technology and divide market segments to target the required customer groups.
Clearing the concept, Digital Marketing does not include marketing through TV, radio, print
and billboard as they are the different mediums. Digital Marketing is the use of digital
technologies and media to achieve marketing objectives. (Chaffey, 2018)
Marketing in simple terms is about identifying, anticipating and satisfying customer
needs.
Advantages of Digital Marketing:
• Wide market reach
• Real time results
• Simple to measure/ You can track conversion
• Cost Effective
• Helps with Brand Development
• You can target Mobile Consumers
• Higher ROI
Disadvantages of Digital Marketing:
• Wrong strategy can easily damage your reputation
• Needs updated all the time
• Can be expensive
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• Competition can be high and costly
• Highly regulated and costly to protect
• Can have data security issues
Digital marketing plan
Digital marketing plan will be developed by using 5 steps for Crème Crush such as:
Situational Analysis: It is the first step in which there is a need to carry out the
Internal analysis that helps to identify the strength, weaknesses, opportunities and threats..
Through this, the company also implement the benchmarking technique which help to identify
the best digital marketing.
Problem face by the company:
 At the time of situation analysis, Company did not collect the data in effective manner
and thus, firm faces issue related to not gather the specific data.
 As the company faces issues related to marketing strategy and it directly affect the
customer retention problem.
 Apart from this, Crème Crush also faces the problem of not using advance technology
into the working area and that is why there is a need to apply different tactics.
 The company also did not use the effective marketing strategy and that is why, there is
a need to develop a digital marketing plan.
Establish the digital marketing goals: In this, the company' current sale is around
£2560 and that is why, it has to establish the aim such that “To increase the sales up to 15%
of the current sale for next 6 month by using effective digital marketing strategy”.
Further, another aim is “to increase the customer retention up to 25% within next six month
time.
Define the marketing Strategy: It is the next step in which personalization becoming
an important in digital marketing and for that Crème Crush uses social posting in which a n
article is posting in social media that helps to let customers know about all the products and
services offered by the firm (Chaffey and Ellis-Chadwick, 2019). Using social media,
company also hashtags, links and target the youngsters on the basis of demographic
segmentation.
Digital strategy and tactics: As to achieve the defined goals, Crème Crush uses
digital advance technologies such that social media is one of the best method that help to
reach with wide range of customers. Further, it also help to increases the chances for success
and it may also use e-mail marketing campaigns, CRM, use effective content for marketing,
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Google advertising, social media advertisement, SEO and web optimization for attaining the
aim.
Implementation:
in order to implement the plan, the Crème Crush hire skilled employees who have
knowledge related to digital marketing so that they may use their knowledge and also make
effective content for marketing. Moreover, before implementing this strategy, quoted firm
should have to check the cost and make budget in order to meet the defined aim.
Measuring Results and KPI: it is quite necessary for the business to keep monitoring
the digital marketing plan and for that company should use KPI such that Google Analytics to
measure conversation and BuzzSumo for identify the success of content marketing
(Kingsnorth, 2019). On the other side, the company also use Benchmarking as a KPI tool. In
this situation, company set the standards such that for increasing the sales, company should
set criteria that is to attain sales up to £1500 and firm use Benchmarking in which it identify
the gap from the current sales and to be achieved and then take further action as well.
In addition to this, to attain second objective, Crème Crush may also use Balance
Scorecard in which the firm set the criteria. Such that in this situation, firm may set criteria
and then in order to identify the gap, it uses Balance scorecard for next year.
Multichannel Marketing refers to methods which are used by firm to interact with
customers using different direct and indirect channels such as website, direct mail, mobile etc.
Crème Crush also build the multi-channel strategy by following ways:
 Keep focus on the customers: Crème Crush should keep the strategy that focused on
the customers and it assists to provide positive brand experiences. Such that by
focusing on their wants and needs and then develop the message accordingly, further
post those in different channels will help to create right impact upon company as well
as customers (Symons and et.al., 2019).
 Leverage automation: The company' marketing team should manage all campaigns
through different channels. By developing marketing automation solution will help a
business to deal with variety of communication channels in single way.
 Use data: Firm should collect the data for each channel, then analyse or optimizing
the uses will help to use successful multi-channel approach. Further, company should
continuously test different messages, incentives and other content which help to focus
on the customer response (Rohm, Stefl and Saint Clair, 2019).
Limitation of Multi channel marketing:
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 It decrease the sales and increases the sales cost that affect the financial performance
of the company. It is so because working with different partners also might require
different advertising as well as promotional efforts too.
 If Creme Crush have more people for selling the products then it directly lower down
the control of brand message. Such that wholesaler and retailer also become more
concern with the commission as well as profit which further help to manage the brand
but on the other side it lower down the control.
 The responses are quite difficult for the channels and campaigns in order to analyse
the touch points of the company.
Explaining how the omni- channels marketing has evolved
With the evolving digital age, company has to choose different marketing strategy and
over the years, technology also rapidly evolved the purchasing process of customers. Today.
Most of the people use Internet in order to make the informed decision about the purchase and
it also help to make people purchase using online mode. That is why, many marketers start
thinking in different way for their sales strategy and this is known as omni-channel marketing
(Nissen and Francis-Cummings, 2019). Therefore, it carries all the marketing and sales
channel into one seamless shopping experience for the customers using various devices such
as mobile, tablet, laptop etc. On the other side, multi-channel marketing engage the people
across different platform such as physical store, retailer, trade show booths, website etc.
While, in this busy schedule, people generally prefer to purchase the product online and that is
why almost 90 percent people prefer omni-channel. Hence, this force enterprise to shift
towards omni-channel marketing.
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It is the only marketing activity which allow to listen as well as respond as per
customer preference. As per the view of Manser Payne And et.al., (2017) almost 78% of the
total population prefer online shopping, and they enjoy this online shopping experience better
as compared to other. As people start shifting towards omni-channel, companies has to
starting or supporting omni-channel experience so that it will help to analyse the needs of
customers and provide same output as well. Not only this, using omni-channel marketing
strategy will also help to maintain accurate inventory and gain financial advantages as well.
Limitation of Multi channel marketing:
 This marketing is not as simple as multi- channel marketing. It is so because this
strategy may take all the channels with an aim of delivering a seamless customer
experience.
 It requires open channel marketing which is actually not possible for the company.
Evaluating measurement techniques and performance matrix in digital marketing
The Manager of Crème Crush uses different measurement method in order to
determine the performance of using the digital marketing and these are as mention below:
Total visit: It is the best performance matrix and the website main target should be the
customers and measuring the total number of visit, which further give an idea how well the
company uses digital marketing. Such that, mobile internet provides the best and strong
digital marketing arena ad it also provides an insight on how a business owner can effectively
structure and plan their content which results in better engaging the customers (Järvinen and
Karjaluoto, 2015).
Strength: It is one of the most common method in which the company reach to wide range of
customers without making any efforts.
Limitation: Disturbance in the network of Internet may affect the measurement metric in
negative way
Cost per lead: It is another tool in which the success of digital marketing tool is
depend such that CPL is the metric which precise the lead conversation ratio of specific cause
and related to cost (Ailawadi and Farris, 2017). Further, it also provides a display to the
business proprietor and marketer that how bankable the marketing which Crème Crush used
to engage their customers. Beside this, if the website of content convert website traffic into
leads at minimum accomplishable outlay in systematic and effective manner then it shows
that success of digital marketing.
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Strength: Helps to grab attention of many customers and also take convert website traffic
into leads at minimal possible cost
Limitation: The entire success is depend upon the CPL and if there is any wrong information
is available on the website it affects the business reputation.
Google analytics: It is the tracking toolkit or most popular digital analytics software
which track the performance of web pages. The tool is used by the top IT company as it helps
to track the activities such as session duration, pages per session, bounce rate etc. Further, it is
considered a good idea of using macro conversion to track the conversion and using micro
conversion, that make sure that these smaller KPI are also contributed the best marketing
strategy.
Strength: One of the most popular and simpler technique used by many large firms.
Limitation: Sometimes leads to wrong interpretation as well.
Customer retention rate: Though it is quite hard to standard if the customer buying
cycle is long. But to measure the customer retention by shrewd the share of customers return
to the enterprise to buy over again is the indication of lacking some strategy. Apart from this,
the company may also use customer value as a metric which determine the sales and
marketing efforts (Järvinen, 2016). Thus, it helps to determine the overall return on the
investment.
Strength: It helps to retain customers and reduce unprofitable customers as well.
Limitation: It difficult in pinpointing such that where the loyal behaviour actually comes
from .
Bounce per rate: In the digital marketing, bouncing is considered bad for the
company such that if the company's website have advanced elasticity charge which means
that many people disconnect with the customers as they land on the company's website
(Verhoef, Kannan and Inman, 2015). Therefore, it shows the percentage of visitors who leave
the website before further exploring it.
Strength: It helps to focus on achieving the aim of business and increases the conversions.
Limitation: It is difficult to use this measurement technique and that is why it needs experts
for the implementation.
By comparing the current sales to previous sales, it is analysed that Creme Crush improve its
sales. It is reviewed by using Benchmarking as a KPI tool. In this, company set the standards
such that for increasing the sales i.e. £1500. through this, it is analysed that firm meet the
defined and set criteria and meet the aim as well.
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Pros of using sales revenue/ profit: Through this the company will easily identify the
whether the company attain the defined aim or not using set metric such as Benchmarking.
Cons of using sales revenue/ profit: it takes time to meet the aim and as a result, most of the
managers did not uses this method.
Actions to improve performance in digital marketing
Outcome: As the company wants to increase the sales and that is why it uses the
digital marketing techniques. Thus, the outcomes are as mention:
Jan
(£) Feb (£) Mar (£) Apr (£) May (£) Jun (£)
Sales 2700 2835 2976.75 3125.58 3281.86 3445.96
Less: COGS 675 708.75 744.1875 781.39 820.46 861.49
Gross profit 2025 2126.25 2232.5625 2344.19 2461.4 2584.47
Less: indirect
expenses 1215 1275.75 1339.5375 1406.51 1476.84 1550.68
Net profit 810 850.5 893.025 937.67 984.56 1033.78
Therefore, from the above, it has been interpreted that company wants to increase 15% profit
in next six month but actually the company attain only 12% and that is why, there is a need to
take further action.
For customer retention
Jan
(£)
Feb
(£) Mar (£) Apr (£) May (£) Jun (£)
Sales 5700 5985 6284.25 6598.4625
6928.38562
5
7274.8049062
5
Less: COGS 1425
1496.2
5 1571.0625 1649.61 1732.09 1818.7
Gross profit 4275
4488.7
5 4713.1875 4948.84 5196.28 5456.1
Less: indirect expenses 2565
2693.2
5 2827.9125 2969.3 3117.77 3273.66
Net profit 1710 1795.5 1885.275 1979.53 2078.51 2182.44
From the above , it has been interpreted that company did not achieve the aim in next 6
month. Such that its aim is to increase it up to 25% but it raise only 20% and for that it has to
take further action which are as mention below:
If the company did not focus on the digital marketing then it may affect the overall
performance of the organization in destructive manner. Such that there are some actions
which needs to be adopted by the firm in order to improve the digital marketing, such that:
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After reviewing the sales table and customer retention, it is analyzed that the business
growth show the positive result and improve the growth and revenue percentage (Saura,
Palos-Sánchez and Cerdá Suárez, 2017). But on the other side, it to meet the specific deadline
in defined time, it is recommended in order to address the shortfall to the firm that Creme
Crush may uses different promotional strategies such that social media, Facebook, Twitter
and introduce attractive content that helps to attract wide range of customer.
Optimize SEO: It is the next action in which the SEO should make sure that the
content is optimized with main keywords such that URL structure, HTML formatting which
should be correlate with the product keywords. Crème Crush may also uses some tools such
as Moz which access the overall score of the product page and then decide the improvement
which are needed.
Measure the content reach: It is another element which needs to be improve such
that it is the crucial part of auditing Business to business strategy but for internal teams.
Therefore, the company may use or create the closed feedback loop across the entire content
life cycle by tracking different key metrics like, Number of month over month internal view
of assets, internal share of assets through email and social.
Tract the social media channels: In B2B, social media marketing is one of the most
effective tool that reach to wide range of customers and if Crème Crush uses the best and
effective social media for the marketing then it will help to enhance the digital marketing. But
n the other side, the manager should make sure that the tracking performance on those
channel should be top in priority (Spiller and Tuten, 2015). Company also track it by using
number of shares/ repost by leads and influence, number of engagement. The company must
use some tool like SEM Rush which help to track the performance. Among all, Facebook is
considered one of the best tool for online research and customer engagement which helps to
pull in wide extent of customized.
CONCLUSION
From the above, it has been analyzed that using effective digital marketing techniques
will help a business to reach a wide range of customers. Through the study, it has been
concluded that by following the 5 step, Crème Crush will develop the digital marketing plan
and the firm should also use omni-channel marketing strategy that helps to focus on the
defined aim. Apart from this, study also concluded different measurement techniques such as
Total visit, Cost per lead, Google analytic, Customer retention rate etc. which are used in
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digital marketing. Lastly, report also concluded some actions which can be taken by Crème
Crush in order to improve the digital marketing.
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References
Books and Journals
Ailawadi, K. L. and Farris, P. W., 2017. Managing multi-and omni-channel distribution:
metrics and research directions. Journal of retailing. 93(1). pp.120-135.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Järvinen, J., 2016. The use of digital analytics for measuring and optimizing digital marketing
performance. Jyväskylä studies in business and economics, (170).
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Manser Payne, E. And et.al., 2017. Omni-channel marketing, integrated marketing
communications and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing. 11(2). pp.185-197.
Nissen, A. and Francis-Cummings, E., 2019. The Performance Framework: Modeling
Arrivals from Digital Marketing Metrics.
Rohm, A. J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education.41(1). pp.47-59.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L. M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Spiller, L. and Tuten, T., 2015. Integrating metrics across the marketing curriculum: The
digital and social media opportunity. Journal of Marketing Education.37(2). pp.114-
126.
Symons, M. and et.al., 2019. Multichannel digital marketing platform. U.S. Patent
Application 10/332,042.
Verhoef, P .C., Kannan, P .K. and Inman, J. J., 2015. From multi-channel retailing to omni-
channel retailing: introduction to the special issue on multi-channel
retailing. Journal of retailing. 91(2). pp.174-181.
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