Digital Marketing Report: UK COVID Rules Communication Plan Analysis

This report outlines a digital marketing plan for the UK government to communicate new COVID-19 rules regarding the fifth wave of infections. It begins by segmenting the target market demographically (age, education) and behaviorally (health consciousness, geographic location, and media consumption). The report identifies appropriate digital media channels, including websites, blogs, social media platforms, TV, and radio, and defines the target audience for each. It then defines tailored messages for different segments, such as the 15-25 age group and those with health concerns, emphasizing the importance of following the rules. The report argues for the use of neutral media to provide factual information, while also suggesting the use of influencers to reach specific segments. Finally, the report describes the plan's expected outcomes and control metrics, providing a comprehensive strategy for effective public health communication.

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Dividing target market into different segments.......................................................................3
2. Identifying one or more digital media for the communication and defining the target market
for every media............................................................................................................................4
3. Defining the message for two segments..................................................................................5
4- Identifying if the media has to be neutral or led by an influencer...........................................5
5- Describing a plan, the outcomes expected and control metrics...............................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing refers to that platform of marketing which enables in reaching to large
number of audience within making interaction at the online platform. The major advantage of
digital marketing is aligned with reaching the high range of audience (Desai, 2019).
The current study is based on preparing the structure for UK government digital
communication plan in context of informing the population about the new rules in regards to
managing COVID infection from fifth wave of COVID. The report will highlight target market
and creates segment. Furthermore, selected digital tools will be described. Moreover, the
message that is needed to communicate will be shown. Proper description of the plan will be
highlighted.
MAIN BODY
1. Dividing target market into different segments.
The targeted market refers to targeting the population to whom the message needs to be
delivered as there is large number of population that has been established in UK and the message
needs to be allocated to all age of people (Barati and et.al., 2021). Therefore, prior focus needs to
be made over dividing the targeted market into different segments. The targeted market for
communicating the message is associated with people between the age of 15-45. People from
this age group are highly active over online platform. Therefore, communicating message to
them automatically leads to delivering of message towards their families. Thus, segment of the
targeted market has been created in systematic manner that has been explained below:
DEMOGRAPHIC SEGMENTATION
People targeted on the basis of age
In this segmentation mainly those people have been included who are college students or
working man and women. People who are among the age of 18-45 will be included in this
segment.
People targeted on the basis of educational attribute
The educational attribute has often been considered. Mainly the audience that is highly
educated will be targeted as educated person effectively understand the needs of policies in
context of taking precaution (Zhou, Wei and Xu, 2021). The targeted population in this will be
lawyers, health professionals and professors as they communicate the things in their families and
society that help in creating more awareness. For purpose of dividing target market, demographic

segmentation strategy is the best, as it may drive the attention of marketer toward targetting
people, based on several things such as gender, age, education and income.
BEHAVIOURAL SEGMENTATION
People targeted on the basis of health behaviour
This segmentation has been done on the basis of the people who are highly conscious
about health parameters and easily gets impacted due to the any diseases (Adam and et.al.,
2021). Therefore, in this segmentation the message will be communicated to those people who
have ineffective immune and that can easily get impacted by the wave of COVID. The policy
will guide them to use appropriate manner in order to save themselves from wave of COVID.
People targeting on the basis of geographic elements
In this those people will be targeted who does not speak English as special focus needs to
be made on them so the policies can be appropriately communicated with them.
Targeting on the basis of Countryside listening
Under this those people will be targeted who have the habit of using TV, radio and social
media in terms of getting information so the plan can be communicate with them.
Thus, segmentation has been done on the basis of age, education, behavioural, geographic
and countryside listening factor of audience in context of communicating policy. This form of
target market segmentation enable marketer to move ahead toward formulation of digital
communication plan.
2. Identifying one or more digital media for the communication and defining the target market
for every media.
Digital media is defined as any communication media that operates with the use of any of
the various machine data forms which enables proper communication which can take place in
appropriate manner and this enables that how effectively the market can be attracted towards
informing them about the new rules which the government has framed due to increasing cases of
Covid. There are different types of digital media which helps in ensuring about the process
through which all major aspects of concerns are addressed in denoting the new rules to be

communicated to the public and target market. There are three major forms through which the
target market can be made aware of by providing them the important information of rules
regarding the fifth wave of Covid. These digital media for communication are –
Websites and Blogs – With the help of publishing the new rules of government in UK
regarding the fifth wave of Covid, websites and blogs are the ultimate source through which the
news can be widespread among the public such that they are aware of the aspects and
information which is regarding the breakthrough and the rules which have been framed. The
target market for this media is concerned from 15 - 25.
Social Media Platforms – Social media platforms such as Facebook, Instagram and
Twitter are helpful in spreading and making the people aware of UK about the new rules which
have been framed by the government regarding fifth wave of Covid (Bhatia and Mabillard,
2022). Through social media handles, the people from age 15 – 25 will be aware of the rules to
be followed framed by the government.
TV and Radio – TV and Radio are the most common digital forms of communication
through which the information will be passed and communicated to the age from 15 - 25 to
follow the rules which are framed by the government regarding the fifth wave of Covid. With
this information they will able to follow and analyse the risk which they might have due to
Covid.
The target market for every media is being considered as –
 People targeted on the basis of age – The people who are targeted on the basis of age
from 18 – 45 are included who will be targeted and this will be done by targeting the
customers by Facebook and Instagram.
 People targeted on the basis of educational attribute – The media being used in this is
through emails and newsletters.
 People targeted on the basis of health behaviour (behavioural segmentation) – This
behavioural segmentation will use the social media combination of Facebook and
TikTok.
 People targeting on the basis of geographic elements – The people who are not speaking
English are targeted. They will follow the combination of media being used such as
Instagram and TikTok.

 Targeting on the basis of Countryside listening – People using TV, radio and social
media will be targeted who will be using the combinations such as radio and TV, TV and
social media.
3. Defining the message for two segments.
The message is that a communication plan is being framed to inform the population about
new rules to manage Covid infections for the fifth wave in September for the UK government.
This is the message which is to be conveyed to the population of age group of target people who
are from age 15 – 25. It is very important to make the selected segment aware of the situations
which have been occulted due to the increase of Covid. The plan is to be framed to analyse and
identify that how many people are aware of the risks and consequences of coming into contact of
Covid. It is very concerning topic for the segments which are from age 15 - 25 and the next
target population from age 25 – 50. The framework of the new rules by the UK government has
been established concerning Covid.
This helps in ensuring that how effectively and in appropriate manner the new rules will be
followed by both the segments which are being targeted at large within UK. There are aspects as
to how the major concerns are regarding make aware the segments that it is very important to
follow the rules so that they are safe and are protected from having Covid. The UK government
is concerned about the rules which are important in the framework of how effectively the people
are following the rules with appropriate communication plan which will be framed in an
appropriate manner at large scale. This will help in creating value as to how the population is
concerned about taking preventive measures and are adapting and planning it with the proper
communication in an appropriate manner. This is how effectively the message is being conveyed
to the target population to analyse the aspects of how the rules regarding the Covid spread are
taken as major concern. Thus, it is very important to follow all the rules which are framed by the
UK government to keep the country and make aware the targeted population about the fifth wave
of Covid soon to be occurring in September.
The two different segments chosen are – Behavioural Segment – People who are highly conscious about the health parameters for
example have the message - Young people, if you do not vaccine yourself then you may
die.

 Demographic (age) Segmentation – People of age 18 – 45 have a message which is
signified and read as – Hey you, if you do not follow the rules and safety patterns, you
may be affected by Covid -19.
4- Identifying if the media has to be neutral or led by an influencer.
Media plays vital role in the context of generating awareness among population or
informing individual person about new rule for purpose of managing infection of COVID-19 for
fifth wave in September. They may aware people about each rule in appropriate manner, that
drive their attention toward performing and conducting practices accordingly. In that case, media
has to be neutral, as they provide fact data and information to people, instead of taking favour of
some specific thing (Raj and Meel, 2022). The role of media is to aware people and inform them
about what's happening in the world. Therefore, they have to be neutral and always initiative to
support the actual situation that affect positively upon others, in form of informing about new
policies and rules to manage spread of pandemic infection, that put adverse impact on individual
life's. There are varied reasons exist behind the statement of neutral attribute of media. For
example, in order to maintain objectivity in journalism, a journalist has to present facts, either
they like or not agree with those informations or facts things. It is important for them to provide
appropriate info to people, without mixing the fact situation with other info. It can be said that
objective reporting mean portraying problems and events in unbiased manner, regardless of
writer's view or individuals beliefs. The influencer will be hired in context of influencing the
selected segments. The influencer must be sportsman or singer as the people that have been
selected in the segment can easily influence from them. People that has been targeted in
demographic segmentation can easily influence by influencer people among the age 16-45 are
highly obsessed with sportsperson and singer, whereas, people that has been targeted in
behavioural segmentation have the habit of using social media, radio and TV and therefore, they
highly gest influence by influencers.
In the recent time, media is considered as the key source of information sharing, as they
are able to connected people with each other or nation's together. They share data on fact basis,
that generate awareness among individuals about what happen around them and what they have
to comprehend, like new rules of COVID-19, that UK governmental bodies governed, in order to
effectively manage infections for 5th wave in September. In this situation, media had played
significant role in form of building connection between United Kingdom government and

population. They support individual to develop their comprehending about new rule that high
authority form, for purpose of keeping them safe from spread of infection in fifth wave of
pandemic in the September.
5- Describing a plan, the outcomes expected and control metrics.
The main motive of digital communication plan for demographic and behavioural
segmentation is to inform population in the UK about new rules and policies to manage infection
of pandemic for the 5th wave in September. The social app such as- Facebook will be used once
in a week as people might don’t use it much. However, Instagram will be used in terms of
measuring success. As audience from selected segment is highly active there. The success will be
measure within analysing the success of post that will be uploaded over Instagram.
Governmental bodies of United Kingdom and other stakeholders who are engaged in this plan,
have high expectation. They expect to obtain positive outcomes in form of support from
population, such as by following the rule and supporting to manage spread of infection. Another
expected outcome is to eliminate spread of infection in the nation, among people of COVID-19
pandemic in September, that lead to decrease the spread of infection and extent to which it affect
human in negative manner. Under the plan, and in order to fulfil the expectations, marketer had
taken approach to select the best marketing channels and platforms that enable them to reach
target audience and provide information that plays important role in the context of their lives.
Control metrics refer to strategic elements that a person utilize to accomplish
management aims in term of measuring, modifying and measuring again in a procedure of
improvement or plan. For purpose of controlling and measuring the success of current digital
communication plan, marketer take approach to use the best KPI tool, that accessible in the
world in bulk. They use social media channels, in form of key performance indicator, where
people take initiative to provide their reviews and comments about following the rule and
developing their understanding about the same, which drive their attention toward conducting
ethical and essential practices.
Furthermore, in order to control the overall process, they take initiative to hire skilled and
talented people, who are able to measure the success of digital communication plan and also
provide on time responses to individual person about rule that UK government form to aware
people about eliminating spread of infection and managing the same via new formulation of rule.

CONCLUSION
From above analysis, it has been determined that by using effective communication
approaches and channels, management had generated awareness among people in the world
regarding new rules and terms, for purpose of managing pandemic and their infection. It has
enabled them to aware individuals about the same subject, which is important and beneficial too
for everyone. Furthermore, by summing up above discussion, it has been summarized that
utilization of key and useful resources as well as actions had contributed to make digital
communication plan successful. It had enabled UK governmental bodies to achieved their target
aims and objective successfully.
From above study, I had developed understanding about the role of digital
communication in the world, that enabled individual to aware themselves and others about new
rule related to pandemic infection management.

REFERENCES
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