MAR7511B: Planning and Analytics of M&S Digital Marketing Campaign

This report details a digital marketing campaign plan for Marks & Spencer (M&S) aimed at promoting their summer sales event. The plan outlines specific goals, including increasing sales by 10% compared to 2021, enhancing brand awareness, improving customer engagement, and expanding market share. The target audience includes young adults over 30 and international markets. The campaign leverages a budget of £100,000 across various digital communication channels such as LinkedIn, Instagram, Facebook, Pinterest, and Twitter. A content management strategy is described, focusing on content creation, governance, and publishing, utilizing tools like Twitter Updates, Facebook Updates, LinkedIn Updates, and Pinterest organization. The report includes a campaign timeline spanning from May to August, detailing tasks from project initiation to closure. Key metrics for evaluating campaign success include increases in social media followers, reach, engagement rates (likes, shares, retweets), and overall sales revenue and market share.

Digital marketing campaign
planning and analytics
mar7511b

Table of Contents
4.0 Campaign Plan and use of digital communication tools.......................................................3
4.1 Campaign plan.......................................................................................................................3
4.2 Digital communication tools..................................................................................................4
5.0 Content Management Strategy and content calendar for the campaign................................4
5.1 Content Management Strategy..............................................................................................4
6.0 Campaign Budget..................................................................................................................5
7.0 Campaign Timeline...............................................................................................................5
8.0 Metrics for evaluating campaign success..............................................................................7
REFERENCES................................................................................................................................1

4.0 Campaign Plan and use of digital communication tools
4.1 Campaign plan
The digital communication plan is basically a strategy document that outlines how campaign
will be executed to accomplish the desire goals. The main objective of this plan is outline the
activities that need to be happen or how it should happen as well as the timeline when it need to
be happen (Carmichael and et.al, 2021). It is basically helps the company in promoting products,
brand and services. Thus, it is known as set of guidelines which helps in outlining how to
optimize digital content on relevant and practical. This plan will help M&S in increasing their
brand awareness in the market as well as to attract large customer (Kohli and et.al., 2018).
Event name: Summer Sales
Goals: To generate high quality lead and raising the brand awareness in the market
(Santoriello, 2020).
Objectives:
 To increase the sales of the company by 10% as compared to year 2021.
 T enhance the brand awareness in the competitive market.
 To connect with the customer as well as to resolve their issues in effective manner.
 To increase the market share of the company and to generate profit (Lanaghan, 2018).
Targeted audience:
As Marks and Spencer is a retail company in clothing and food products it is generally targeting
audience age of young adult who are above the age of 30 (Ruscher and et.al, 2019). The
company in clothing sector is specifically dealing with female of good or high income. It is also
targeting young worker and students in order to run their business.
The company through digital campaign is also trying to reach audience of international market
so that it can increase the profitability and to enhance their brand awareness.
The organization is also targeting small organization so that it can collaborate with them and
increase their market share (Hanlon, 2021).
Budget:
The company will be making use of £100000 for making the effective digital campaign.
Channels:

Marks and Spencer will be making use of digital communication tools like LinkedIn,
Instagram, Facebook, Pinterest and Twitter in order to share their information on such sites as
well as to connect with the customer (Dumitriu and et.al, 2019). Along with this, these sites will
be used as it has various features like Live and paid advertisement which allow the organization
to select the targeted audience (Russmann, 2021). Thus, these tools will help in connecting the
customer more effectively and efficiently.
4.2 Digital communication tools
These tools allow people to communicate with one another and it can be in form of written,
verbal, visual or audible communication. It allows the organization to share their thoughts and
ideas with the customer in order to attract them. However, Mark and Spencer will be making use
of tools like Facebook, Instagram, Pinterest, Twitter and LinkedIn in order to communicate with
the audience as well as to enhance the sales in competitive market. In addition to this, these tools
have various advantage such as paid advertisement in which the company can select the target
audience to whom it wants to share information with them (Dommett and Temple,2018). These
tools also give free cost advertisement service to the user. Although the hashtag feature makes it
easy to find the content on the social media as well as increase the social media engagement.
Along with this, live features and short videos allow the organization to target the audience and
enable to share the content to see on the explore page and can reach people that ate not interested
in brand (Singgalen, Sasongko and Wiloso, 2019).
5.0 Content Management Strategy and content calendar for the campaign
5.1 Content Management Strategy
A content management strategy is known as structured plan to create govern, publish the
organization content and data (Tom, 2020). It is important for the organization as it helps in
underpins the crucial information that contributes in success of company in this thriving digital
age. Although a well-structured content helps the organization in increasing the bigger
investment as well as it provides the framework to maintain the accountability and measuring the
result (Gesualdo and et.al, 2022). In addition to this, the content strategy is higher level business
activity which act as a road map that guide content marketing. The content strategy should define

about the goals of the company such as in Mark and Spencer the company is trying to increase
their leads by raising the brand awareness. The organization is trying to reach this goals in with
few months. Moreover, M&S can make use of content Repository tab which is designed to
house the most commonly promoted website content in one place. This spreadsheet ensure that
it do not lose track of all the great content (Diamond, 2019). For managing the content of Twitter
Marks and Spencer can make use of Twitter Updates as this tab allow to plan out all of the
content week by week. There are generally three tab such as date, time and day. Although in
the message column input the copy that company will lie to tweet and in the link section paste
the URL (Kohli and et.al, 2018). However, campaign name and material of marketing should
align with each other. In addition to this, organization can also make use of Facebook updates
and it work exactly like Twitter but there is no character count column. Thus, this application
helps in tracking the traffic that comes from Facebook. Furthermore, LinkedIn updates has been
used to manage its post but the content should be more professional and less brand focused as
compared to other social media tools.
Although the format of this is similar to other social sites updates. Along with this, M&S will
be making use of Pinterest and it is one of the most highly visual social network so the
company can be focus on organizing the images in the tab. Although the company can make use
by pasting the link in google spreadsheet or by attaching the document in excel spreadsheet.
However, the company is suggested that it should always organize the image in the google drive,
drop box or desktop folder for scheduling and planning the content for the week. Such sites also
help in backing and storing the information (Bene, 2018). The size of the image should be
around 600* 900 pixels so that infographics could perform even better. Although the Instagram
update helps in including the link in Bio section of the ID which allow the visitor to know the
details about the company product and services. The Instagram h picture resolution should be of
high quality 1080*1080 pixels.
6.0 Campaign Budget
The estimated and budgeted cost required to conduct or host the digital marketing
campaign is $100000 per year over the different social media platform (Richards and Marshall,
2019). The detail digital marketing budget is covered in excel attached with the file (see excel
attached).

7.0 Campaign Timeline
Task Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled
Digital Marketing
Campaign (Summer
Sale Event)
82 days Mon 5/9/22 Tue 8/30/22
Auto
Scheduled Project Initiation 24 days Mon 5/9/22 Thu 6/9/22
Auto
Scheduled
Defining event goals
and objectives 2 days Mon 5/9/22 Tue 5/10/22
Auto
Scheduled
Writing summer event
campaign brief 3 days Wed 5/11/22 Fri 5/13/22 3
Auto
Scheduled Creative brainstorm 5 days Mon 5/16/22 Fri 5/20/22 3,4
Auto
Scheduled
Identification of target
audience 4 days Mon 5/23/22 Thu 5/26/22 5
Auto
Scheduled
Conducting market
research 5 days Fri 5/27/22 Thu 6/2/22 6
Auto
Scheduled Competitive analysis 3 days Fri 6/3/22 Tue 6/7/22 6,7
Auto
Scheduled Team kick-off 2 days Wed 6/8/22 Thu 6/9/22 8
Auto
Scheduled Project Planning 24 days Fri 6/10/22 Wed 7/13/22
Auto
Scheduled Budget Development 4 days Fri 6/10/22 Wed 6/15/22 9,8
Auto
Scheduled
Writing content of
digital campaign 2 days Thu 6/16/22 Fri 6/17/22 11
Auto
Scheduled
Sourcing
communication tools or
marketing channels
3 days Mon 6/20/22 Wed 6/22/22 11,12
Auto
Scheduled Sourcing sponsors 2 days Thu 6/23/22 Fri 6/24/22 13
Auto
Scheduled Selecting sponsors 1 day Mon 6/27/22 Mon 6/27/22 14
Auto
Scheduled
Hiring technical
experts 3 days Tue 6/28/22 Thu 6/30/22 14,15
Auto
Scheduled
Designing campaigns
graphics 5 days Fri 7/1/22 Thu 7/7/22 16
Auto
Scheduled Identification of risk 4 days Fri 7/8/22 Wed 7/13/22 17
Auto
Scheduled Project Execution 15 days Thu 7/14/22 Wed 8/3/22

Auto
Scheduled
Selecting marketing
channel 3 days Thu 7/14/22 Mon 7/18/22 18
Auto
Scheduled
Finalizing speaker
reach out list 2 days Tue 7/19/22 Wed 7/20/22 18,20
Auto
Scheduled Web development 4 days Thu 7/21/22 Tue 7/26/22 21
Auto
Scheduled Web analytics 3 days Wed 7/27/22 Fri 7/29/22 22
Auto
Scheduled
Creating and
promotion of summer sale
digital campaign through
blogs
2 days Mon 8/1/22 Tue 8/2/22 22,23
Auto
Scheduled
Launching final
events on social sites such
as Facebook, Twitter,
LinkedIn, Pin-interest and
Instagram.
1 day Wed 8/3/22 Wed 8/3/22 23,24
Auto
Scheduled Project Monitoring 15 days Thu 8/4/22 Wed 8/24/22
Auto
Scheduled
Monitoring SEO
ranking 2 days Thu 8/4/22 Fri 8/5/22 25
Auto
Scheduled Monitoring risk 3 days Mon 8/8/22 Wed 8/10/22 27
Auto
Scheduled Identification of KPI 4 days Thu 8/11/22 Tue 8/16/22 27,28
Auto
Scheduled
Monitoring likes,
views and growth on
social sites.
5 days Wed 8/17/22 Tue 8/23/22 29
Auto
Scheduled
Analyzing
performance using
metrics.
1 day Wed 8/24/22 Wed 8/24/22 30
Auto
Scheduled Project Closure 4 days Thu 8/25/22 Tue 8/30/22
Auto
Scheduled
Conducting launching
ceremony 2 days Thu 8/25/22 Fri 8/26/22 31
Auto
Scheduled
Celebrating
achievement 1 day Mon 8/29/22 Mon 8/29/22 33
Auto
Scheduled Taking feedback 1 day Tue 8/30/22 Tue 8/30/22 33,34
Gantt Chart

Network Diagram:
8.0 Metrics for evaluating campaign success
The marketing team of M&S organization will use or review the following metrics in order
to check and evaluate the digital campaign success:
 Increase in followers: This is one of the metrics which is used by the marketing team of
M&S where they will review the followers on their social media sites. In case if the
follower on M&S social platforms such as Facebook, Twitter etc. will increase by
150000 within the next 6 months than it can be said that the digital campaign of M&S is
successful (Bonnevie and et.al., 2020). This measure also indicate that majority of target
audience has viewed their campaign and they are now aware about their clothing and
food quality. The impact of which they have started following M&S on different social
sites.
 Number of people reached campaign: Another metrics used by M&S organization in
order to evaluate the success of its digital campaign and summer sales is number of
people that have reached their campaign. It is basically evaluating by the company via
analysing the number of views on digital campaign video. If the views on digital
campaign is more than 500000 within 5 days of publishing the event than it can be said
that the digital campaign such as Summer sales of M&S organization is successful. The
impact of which the profitability of company will increase (Haluga, Miljkovic and
Kurecic, 2021).
 Average engagement rates: The average engagement rates are one of the best metrics to
evaluate the digital campaign success. This metrics is basically used by the marketing
team of M&S to evaluate its digital marketing campaign. Under this method, the
company basically identifies the number of likes, shares and retweets on summer

vacation campaign on social media platform such as Facebook, Twitter, LinkedIn,
Instagram and Pin-interest (Awad and et.al., 2020). If the number of likes, shares and
retweets is more than 200K, 100K and 50K respectively than, then it can be indicating
that the campaign is successful otherwise not.
 Increase in sales revenue and market share: Last matrix used by the marketing team of
M&S company in order to evaluate the success of campaign is sales revenue and market
share. It means if the sales revenue of company is increased by 10% and market share
rate increase by 15% then it can be said that the campaign is successful. It is because the
main objective of company behind conducting this summer event and digital campaign is
to enhance the sales and market share of the company (Desai, 2019). Also, the increasing
the awareness of M&S brand and products such as cloth and food quality is also one of
the goal which the marketing team want to achieve through digital marketing campaign.

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