Digital Marketing Planning

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To: Marketing Manager From: Digital Marketing Coordinator Date: March 2013

Word count: 4,084

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Campaign Tools
To: Marketing Manager From: Digital Marketing Coordinator Date: March 2013

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Table of Contents
1.0 Executive Summary ..................................................................................................................... 4 2.0 Importance of digital marketing tools in acquiring, converting and retaining prospects .......4 3.0 Different types of digital marketing campaign tools evaluation.................................................5 3.1 SEO......................................................................................................................................5 3.2 On-site optimisation.............................................................................................................5 3.3 Paid Search Marketing: PPC...............................................................................................5 3.4 Email campaign...................................................................................................................5 3.5 Display Advertising............................................................................................................5 3.6 Social media marketing.......................................................................................................5 3.7 Affiliate Marketing..............................................................................................................5 3.8 Viral Marketing...................................................................................................................6 3.9 Mobile Marketing................................................................................................................6 3.10 Mobile Apps.................................................................................................................6 4.0 Recommended Acquisition Tool (PPC).......................................................................................6 5.0 Recommended Conversion Tool .................................................................................................7 6.0 Recommended Retention Tool ....................................................................................................8

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1.0 Executive Summary: The aim of this report is shed a light on the digital marketing tools that the company could use to acquire, convert and retain customers in order to achieve the set marketing objectives. 2.0 Importance of digital marketing tools in acquiring, converting and retaining prospects Digital marketing efforts can help the organisation to reach the targeted customers online at the right time. Thus, the company can acquire new prospects and with the right tools it can convert these prospects into customers. Furthermore, implementing the relevant digital marketing tools can establish relationship with these customers and incline them to make repeated purchases, which can turn them into loyal customers, brand advocates and/or online influencers as indicated below in RACE framework developed by Smart Insights (2010) in Figure 1.

The selection of the target market is very important as it sets the criteria on which the campaign will be inaugurated. Acquisition should be done by using the right marketing activity that will enable the company to get high value customers with the minimal acquisition cost. According to Chaffey & Ellis-Chadwick (2012) the selection of the appropriate channel as well as the quality of the service are crucial at this point and throughout the whole process. The company could use different tools to acquire customers starting from the website and PPC to display advertising and email campaigns. Converting first time customers is not an easy task. It should be designed and done carefully. Call for action should be clear on the website and the benefits stated in a way that makes it easier on the customer to take...
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