Digital Marketing Plan: Moonpig's SWOT and Buyer Persona Strategy

This report provides a comprehensive digital marketing plan for Moonpig, an online retailer specializing in personalized greeting cards, flowers, and gifts. The report begins with an introduction to digital marketing plans and an overview of Moonpig's business. It then delves into an external analysis using PESTLE factors and a micro-environment analysis, identifying key influences on the company. The report also explains buyer personas, detailing how Moonpig can understand its target audience through demographic information, behavior patterns, motivations, and goals. A SWOT analysis is conducted to evaluate Moonpig's strengths, weaknesses, opportunities, and threats, both internally and externally. Based on the SWOT analysis, a strategic plan is developed, including specific objectives, strategies to maximize sales, and a vision for the company's future. The plan emphasizes increasing online sales through product innovation, competitive pricing, and global availability. The report concludes with strategic recommendations, including the type of further digital analysis that the company should undertake to inform its marketing strategy, such as market research, competitive analysis, and social media analytics.

Digital marketing
plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P1 External analysis of organisation(macro and micro environments)......................................3
P2 Explain the Buyer Persona(s) for the company using the Buyer Persona Spring..................5
P3 SWOT analysis using the above information......................................................................6
P4 Make a plan out of the SWOT analysis.................................................................................7
Clear strategic recommendations utilising Buyer Persona Spring Strategy Template – which
makes clear use of the above analysis.......................................................................................10
Strategic recommendations which include type of further digital analysis that the company
should undertake to inform the marketing strategy...................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The concept of digital marketing plan is referred as the activity of documentation that
contains all details related to the planning of digital marketing actions. The planning includes
deciding whole business goals, development competitive strategies to achieve objectives by
digital medium, select the best channel of communication, prepare a action plan, and about the
investment and timing to complete the defined task. Digital marketing is the advertising and
promotion of goods and services through the digital channels such as social media, websites and
mobile applications. Marketing plan is the document that defines in which way the organisation
can achieve their goals by using various marketing strategies digitally. In this report, the chosen
organisation is Moonpig which is an internet based business, head office in London and
Guernsey in 2000. The organisation is selling personalised greeting cards, flowers and gifts. In
this report macro and micro environment factor are analysed that affect the organisation
efficiency. All buyers personas are identified that help an organisation to select target audience.
SWOT analysis of the respective organisation is being covered in the report.
TASK
P1 External analysis of organisation(macro and micro environments)
Business environment includes several element that affect the performance and decision
making capacity of organisation. These factors are dynamic in nature because they are dealing
with changing Government plans, fluctuations in economic conditions and many more. To
ensure the business sustainability Moonpig organisation should analysis these elements closely
by external environment scanning(Bui, 2018). The respective organisation conduct PESTLE
analysis to identify external macro factors that is discussed below:
Political factor- political factors are related to political environment in which the
business conduct its activities. These are government policies, rules and regulations, Moonpig
organisation should develop strategies to overcome affect of these factors. Effective decisions
can be taken if these factor is examined well.
Economical factors- There are various economical factors are exist in the market that are
relate to the economic condition of the respective country such as economic development,

employment rate. Moonpig organisation should create effective strategy to deal with such factors
effectively.
Social factors- These factors are related to the society in which the organisation is
trading . There are various trends are exist in the society like lifestyle and social trends that effect
the functioning of the respective organisation (Camgoz-Akdag, Alyildiz, and Gundogdu, 2018).
These factors should be properly identified to regulate business in the society in effective
manner. The respective organisation maintain good relation with the society to built image.
Technological factors- Moonpig organisation have to face the technological factors that
are continuously changing within the working environment. It is very important for the
organisation to upgrade their technology and working style to achieve all goals and objectives
with efficiency. The respective organisation adopt the online mode for trading.
Legal factors- Legal factors consist all rules and regulations that are formulated by some
legitimate authority to establish ethical environment in the organisation. In relation to Moonpig,
the organisations should evaluate all factors such as contract law, employment law and wages act
to ensure the smooth functioning of organisation.
Environmental factors- This factor ensure the good working environment and culture is
provided to employees, so they can accomplish determine their as well as organisational goals
and objectives within the defined time frame. Moonpig organisation uses environmental friendly
techniques such as using solar penal to produce energy for the organisation and transferring zero
carbon to environment.
Micro environment-
Micro environment is referred as the environment that is closely associated to the
business and having the power to affect the performance. The factors of micro environment is
direct related to business operations. It elements are competitors, suppliers, customers,
intermediaries, shareholders and employees(Dolmat, 2017). Moonpig build better relation with
these elements because they also affect the organisational activities. The organisation should
evaluate strategies of their competitors which are also dealing in greetings and flowers. How
they are handling with current trends and attract customers. Appropriate supply chain is adopted
to ensure the product reachability to customers on time. Various discount and offers are to
customers to increase the customer base and productivity of organisation

P2 Explain the Buyer Persona(s) for the company using the Buyer Persona Spring
The concept of buyer persona is referred as the fictional representation of thoughts of
ideal customers on the basis of market research and also help to collect actual information from
the existing customers. Some factors should be considered by the organisation while creating the
buyer's persona such as their demographic information, their behaviour pattern, motivation level
and goals of respective organisation(Gupta, 2017)(Hasan, 2020). It is very important for the
Moonpig organisation to identify and create buyer persona to being connected with the
customers by online medium.
The respective concept is extremely important for marketing because it help the
organisation to identify the market audience to provide better and suitable product and services
to that segment. These persona of respective audience is keep chaining over the time because of
technology and new competitors entered in the market. This will facilitate the organisation in
various ways that are discussed below:
`Provide better understanding of ideal customer- Use persona help the organisation
by developing deep understanding of current as well as perspective customer. Moonpig
organisation can gain the sense of preference, habits, like and dislikes of customer. These
information facilitate the respective organisation to provide suitable product them and enhance
the productivity.
Helpful in market segmentation- User persona helps Moonpig organisation to target a
particular market segment to provide them product and services. This will help to attract
audience and communicate them in their language and adopt most suitable channel of
distribution at time. The organisation can maintain better long term relationship with their
customers by giving them facilities(Hossain, 2018).
Saves time and money- Buyer persona helps the organisation to save the time and
money by recognising target audience. Various campaigns are conduct by the Moonpig
organisation to select target audience and reach their products and services to them even with
few resource. If organisation decides target audience and segment then, it will able to increase
sales without increasing any cost.
Help to recognise buyer persona- Every organisation needs the well equipped team of
sales to evaluate all critical situations and recognise solutions to out from these. Once the user
persona is recognised, this will clear that for whom the organisation is serving their products. In

order to communicate them Moonpig organisation learn the regional language to create common
understanding. They can communicate through the phone,online medium and personal.
P3 SWOT analysis using the above information
SWOT analysis is referred as technique of evaluating four factors of a business that are
strength, weakness,opportunity and threats. This analysis is conduct to evaluate the competitive
position of organisation within the market. Strength and weakness are the internal factors that are
controllable and the organisation can change them according to convenience(Kaarlehto, 2020).
On the other hand opportunist and threats are external factors that are out of control and the
organisation can not change them. Moonpig should enhance opportunities and protect the
organisation against the weakness as well as threats by develop effective business plan. SWOT
analysis of Moonpig organisation is discussed below:
SWOT Analysis:
Strength Weakness
 Moonpig provides better quality
products and services to their customer,
this helps to maintain strong image of
company. Strong image of company is
the strengthen the customer base.
 As the organisation trades
internationally, so it has presence in the
international market. This will enhance
the revenue and profitability of the
organisation. Effective human resource
id also the strength of organisation.
 Moonpig deals in the personalised
greeting cards and flowers that attract a
number of customers. The organisation
provide product services after deep
research of current market
trends(Kanto, 2020)..
 Moonpig dose not include current
trends in their products. This will affect
the profitability of the organisation.
 False analysation of market
competition and position of
competitors is also create problem for
the respective organisation.
 Moonpig has lake of resources that
abide the organisation to adopt major
changes in the current technology and
appearances of the current product.

 Effectively analysed buyers persona
enhance the strength of respective
organisation. Because it help the
organisation to target audience and
provide goods accordingly.
Opportunities Threats
 Collaboration with other local brands is
facilitate the organisation to increase the
market opportunities. This helps firm in
developing there supply chain and using it
to obtain business goals.
 Adaptability and simplicity in
organisational working style is also a way
that can be use by organisation to
accomplish its enterprise objectives, for
this the respective organisation cab use
modern tool and techniques.
 Appropriate analysation of user persona is
an opportunity for the Moonpig to create
the customer base(Kilpelä 2019).
 Properly evaluation of all political, social
and environmental factor facilitate the
organisation in smooth working and in
accomplishment of all organisational
goals.
 Various regulations of legal environment
affect the functioning of the Moonpig
organisation.
 Regular changes in the current market
trends also have impact on the
organisational activities.
 Competitors within same industry is the
biggest threat for the respective
organisation because they are providing
same product to the customers and
reducing the profitability.
P4 Make a plan out of the SWOT analysis
Objective of plan: Each company have some aims they need to achieve and for that they
need plan some strategies. Moonpig is an online platform selling gifts, flowers and greeting cards
and their objectives is to increase their online sales by some percent so as to increase their

profits. They plan to keep their price low and make their products more attractive so that they
can attract large number of buyers and make the availability of products throughout the world.
Strategies of Moon Pig:
Aim:The aim of Moonpig is to maximize their sales by 5% so that they can maximize
their sales by continuously modifying their product and make them more innovative so that it
helps them to increase their overall profit. By this they want to increase their insights on their
website, by tracking the data of visitors who had visited in their site(Koivisto, 2018).. Through
analytics and social media like Facebook, Instagram etc. which also helps business to expand
through large areas, they can help to reach their products and bring efficiency in their sales. Their
aim is to expand more for growth and satisfy the client by providing them expected products in
wider range at affordable prices so that they can attract more consumer towards them.
Vision: vision is where a company wants to see itself. It helps company to achieve its
objectives. Moonpig has vision to meet to its standards set by therm so that it can increase
efficiency and lead to higher profit.
SMART Objectives: this basically indicates the specific, measurable,achievable , realistic and
time bounded factors that can help organisation to achieve their objectives timely.
Moonpig has SMART objectives of their organisation to they are mentioned below:
1. to increase their sales by 5% : the main objective of Moonpig to increase their online
sales so that they can increase their sales by 5% so as to generate more revenue. This can
be done when they have something unique and innovative in their product, it is necessary
for them to put price a little lower and affordable so that customer may find it worthy to
purchase from online platform and make something innovative so that they can help
company to attract more people towards their products(Mejía-Trejo, 2018)..
 Increase customer satisfaction level by 15'%: their next and important objective is to
sell products as per the need and preference of the customer so that they can feel
satisfied. To maximize their satisfaction level they need to plan strategies for digital
marketing so as to sell products electronically using these strategies. This increment
plays important role as this can help gaining more customers and provide quality
products and services and taking feedback continuously so that company can also
measure their standards with that of customer expectation and by this they can able to
increase their satisfaction level(Tran, 2020).

Gantt Chart
It is a tool used in business by project manger to make the complex and typical projects simple,
it helps in Moonpig by assisting the planning and scheduling of the project. It presents the whole
chart in a graphical format.
Here is the graphical presentation of the company's Gantt chart:

Clear strategic recommendations utilising Buyer Persona Spring Strategy Template –
which makes clear use of the above analysis
Buyer's persona is an imaginary data collected by doing market research of their already
existing customer and their and the research customer so that they can analyse it and can helps to
find out their target customers and their needs. For this it is important to analyse the data and
develop a great buyer,s persona. This can be done by analysing the focus zones to collect the
needed information which are:
 Analytics: Google analytics helps to search data so that the business can get to know
what is the most searched term and then they can target cust6omer through this by
knowing about their needs. Moonpig deals in selling gift cards, flowers etc. they need to
see the analytics so that they may find out what type of things people had searched and
this help to develop according to them and this helps in targeting the customer towards
their websites(Miftakhova, Lutovinova, 2019).. This also give them an idea bout the3
locality, age factors which search this the most and accordingly they can satisfy their
needs by focusing to those factors and target market.
 Customer Relation Management: It is an important as it maintains a good relation
between their business ad customer. This can be maintained by timely solving the queries
and taking feedback from customer so that they can able to provide the desirable products
everywhere.
 Social Listening: social media are great platform to search the ideal buyers for this,
Moonpig needs to search related accounts use hashtags so that they can increase their
reach, and target more ideal buyers sop that they can increase their sales and made satisfy
demands of existing as well as target buyers.
 Surveys: Surveys are necessary to be conducted as it helps to take reviews from large
public s. this can be conducted through questionnaire and collect data by using this info

to focus more on the audience or the buyer's and get to know which is necessary for
business so that they can improve their profitability.
 Marketing Automation: marketing campaign is necessary to analyse what customer
think about your business and this help to evaluate and monitor the performance and this
can help Moonpig to gather information visiting to different places so that they can
interact with more people and know different content for their cards. In Christmas week
people mostly prefer to buy greeting cards the most so this can come to know through
analytics like of what content hey prefer the most and what innovation is needed to
maintain profits and target large population.
Through this it is clear that analysis of buyer persona is important as this can help
Moonpig to know about their target buyers so that the can make difference between the needs of
their existing and the fictional buyers and through conducting survey, maintaining good relation
with customer can make them satisfied, and social media platform can be used to increase the
reach and insights of business to make people aware of your website by following related pages
and blogs, using hashtags so that the products can be seen there(Ojeda, 2018).
Strategic recommendations which include type of further digital analysis that the company
should undertake to inform the marketing strategy
Moonpig is using marketing automation to target their buyers so that they can able to
build and increase their insights. By this they can make their product more attractive and
innovative so that this can attract consumer towards them. They can use such analysis tool to
increase their reach. The company can also track and monitor the traffic on their website and this
help them to track how many visitors are visiting and through search engine of google or an
social media platform they can find out how many similar searches are taking place so that and
on which places so that they can show them on their current pages as sponsor ads for promoting
their website to increase the sales with the increase of productivity and generate more revenue
through this.
By using the marketing automation software the company can perform well and it leads to
generate more sales. Some components of market automation software are:
 Central Marketing Database: Marketing data of people can help to know the behaviour
and this can help marketers to target the suitable population and convey the right info to
them(Setkute, 2018).

 Engagement Marketing Engine:this component of marketing automation helps the
marketers to conduct marketing processes through all the channels this can engage more
customers offline and online sources(Shantanu, 2020).
 Analytics Engine: this component helps the marketers to check, monitor and review
their strategies and optimize their marketing return in investment and also optimizes
their revenue impacts.
CONCLUSION
From this report it is concluded that using that tools and planning strategies for digital marketing
can help the organisation to achieve their goals effectively. This helps company to increase the
reach of their product globally and know about the innovations which seems necessary to
increase their revenue by identifying and analysing the target buyers by using buyer's persona
and plan strategies to meet with the expectation of the consumer and design and develop the
product accordingly. This helps to achieve their SMART goals of increasing sales and providing
them globally using different online channels like through website, social media platform etc.
can make the availability of product every where even across the geographical boundaries, so
that it is convenient for buyers to avail them and feel satisfied. In this report, company used
Marketing Automation by this they will track, analyse and monitor their marketing strategies and
evaluate their performance and increase their reach to earn more and increase revenue.