Digital marketing plan PDF

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Digital Marketing Plan Christopher Ebere-Anaba 20085730

DIGITAL MARKETING & SOCIAL MEDIA Lecturer: Joseph Griffin 10th of May 2021

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Table of Figures Figure 1 Persona........................................................................................................................................8 Figure 2 Instagram Logo.........................................................................................................................10 Figure 3 Instagram Users........................................................................................................................10 Figure 4 Facebook Logo..........................................................................................................................11 Figure 5 When your Fans are on Online"................................................................................................12 Figure 6 Adding Facebook Pages............................................................................................................12

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List of Tables Table 1 Audience One...............................................................................................................................6 Table 2 Audience Two...............................................................................................................................7 Table 3 Channel; Action Plan..................................................................................................................15 Table 4 Budget Plan................................................................................................................................17

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Table of Contents

Table of Figures.....................................................................................................................................2 List of Tables.........................................................................................................................................3 Table of Contents...................................................................................................................................4 1.0 Introduction.....................................................................................................................................5 1.1 Situation Analysis............................................................................................................................5 1.2 Audience..........................................................................................................................................6 1.2.1 Persona.........................................................................................................................................8 1.4 Goal & Objectives to my marketing plan........................................................................................9 1.4.1 Scope of the website.....................................................................................................................9 1.4.2 Target Market.............................................................................................................................10 1.5 Channels........................................................................................................................................10 1.5.2 Instagram....................................................................................................................................10 1.5.3 Facebook.....................................................................................................................................11 1.5.4 Channels: Action Plan................................................................................................................13 1.6 Budget/Measurements: Action to implement................................................................................16 1.7 Bibliography..................................................................................................................................18

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1.0 Introduction I am required to create a marketing plan for my project website which is based on purchasing phones, then developing a website. The trends and popularity in phones, gadgets are becoming increasingly high, and people are becoming more immersed and participating in these trends, the need of having the latest phone is essential nowadays. It’s a competitive market, as there is extreme high demand for technology as it’s so important in our lives, and we all need it for numerous of things such as work and social life.

 More than 6 billion people in the world have access to a mobile phone, out of a total population of 7.7 billion. In contrast, only 4.5 billion people have access to a functioning toilet (Bhasin, 2021).  Apple users download 51 apps per minute on average, which equates to 26,805,600 apps per year (Buyback Boss, 2021).

1.1 Situation Analysis We are Phones U Love. A mobile shop like no other. Based in Cork City, Ireland. We offer a range of different branded phones and also accessories. We offer premium used phones that are tested by our technical team to make sure they are 100% working condition for our customers. With reasonable prices and 12-month warranty, what else can you ask for?

With technology being massively needed in this day and age, we notice we have a lot of competitors who are somewhat more popular than us. The likes of Eir, 3 and Vodafone are the ones to beat for us. We feel where we have the upper hand on them is our product prices, we sell at a cheaper price and offer more support to our clients. In this day and age everyone wants things at a cheaper price and everyone wants a negotiated price, that is one thing we do well as our clients always tell us that it's our product prices and customer interaction that keeps them coming back for more.

Phones U Love is an Irish possessed business with experts that are exceptionally gifted with more than 20 years in the portable business. Furthermore, it’s essential for the reasons we are the decision to search for your next cell phone and offer a greener than green Irish and ecological arrangement. We currently do not have any ongoing digital marketing activities but we are in talks of doing social media marketing and creating an Instagram and Facebook business page to reach new customers. 5

Our aim is obviously to grow as much as possible but to also continue to provide support and the best services to our customers. We will actively find ways of improving our customer interaction and provide our customers with the latest trending phones.

1.2 Audience The audience is fundamental for when creating and producing a website as you need to do who your audience are so you can target them directly to what they like, dislike and preferences. it’s a segment within the market. My two audiences that I’m willing to target for my phone website are ages ranging between 16-25 – males and females, and 26-40 based on males. These are the following;  Demographics  Psychographics (traits, lifestyle)

 Challenges

 Preferred Channels

 Preferred Content Types

This audience is based on the age range of between 16-25 Females & Males They make every effort to stay current with the latest technology and gadgets. They enjoy spending time with their friends and family, as well as going for walks. Loyal to brands that have values that are similar to their own values. Fashion and makeup are some of their favorite things to do, as well as listening to music, watching Netflix, playing football, and playing online with their friends on the PlayStation or Xbox. The younger generation, those under the age of 18, would face a financial constraint in purchasing a high-priced phone, and would have to ask their parents for help. The 18-25 generation would have a very limited budget due to the fact that some of them may be in college and would not want to spend so much money on a phone. They appear to be clumsy with phones, so they would benefit from a protective cover. Instagram, Facebook, and Twitter are examples of social media platforms. They interact with people who post about the latest ear pods, gadgets, and technologies that they are interested in on Instagram. This gives them a better understanding of what they're going to buy. The content types that are preferred are mostly based on posts, videos, igtv, reels and magazines on social media platforms.

Table 1 Audience One

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 Demographics  Psychographic s (traits, lifestyle)

 Challenges  Preferred Channels

 Preferred Content Types

This second audience is based on the age range between 26-40. Males He is loyal to brands that he knows can provide him with the products he wants. He enjoys going to the gym almost every day, and they enjoy going for evening jogs if they have time. They are very interested in technology, particularly in the context of phones. Because technology is in such high demand, having the most up-to-date phone or other gadget device is essential to the generation, which is why they are interested in it because it is popular and trendy. The main issue is that there are so many brands out there right now that deciding which one is the best price or which one has the best camera or features is difficult. Facebook, Twitter, Snapchat, and Instagram are all places where he is very active. Interacting with YouTubers who have purchased both an Apple iPhone and a Samsung Galaxy, pointing out the differences and offering advice on which is better. Engaging with other people's reviews to determine whether the product is worthwhile. The content types that are preferred are mostly based on posts, videos, igtv, reels on social media platforms.

Table 2 Audience Two

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1.2.1 Persona Personas help you represent your target audience in a reliable and realistic way. A persona is a way of modelling, summarizing, and communicating research about who your users are, how they might use your product, and why they might use it. They are an imaginary but realistic and detailed description of your product's users. In my personas, I'll give a personal and professional description of the user, as well as information on how the persona will interact with my website and what I need to do to meet the needs of my target audience.

Figure 1 Persona

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1.4 Goal & Objectives to my marketing plan Goal Design and develop a competent website that will attract our target audience's attention. This website's goal is to establish a business-to-consumer (B2C) relationship. My goal is to provide the best products at a fair price to my customers. I want to provide a positive experience for them, demonstrating that I am a reliable source of information, products, and services. Since I am also interested in phones and technology, I will gain additional knowledge and insight by researching this topic.

Objectives of the website: 1. To attract 500 new visitors to our website every 3 months. 2. To increase our Online Reputation & Image. 3. To increase the level of customer satisfaction 4. To increase the engagement with the audience on the website.

1.4.1 Scope of the website Scope; limitations – this is after all a prototype which includes only how to create a website.

The type of information you want to collect from website visitors, as well as how that information will be used, are called data requirements. To collect contact information from website visitors so that you can market to them after they leave.

Having user-friendliness, a website. The presentation of information and choices in a clear and concise manner, the absence of ambiguity, and the placement of important items in appropriate areas are all aspects of usability. Another important aspect of web usability is making sure that the content is compatible with a variety of devices and browsers.

Scopes of the website: 1. This is however, a working prototype so it would provide a certain amount of information but it would be comprehensive. 2. The number of products & services are limited due to this being a working prototype and also due to timing.

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1.4.2 Target Market Objectives: 1. Establish what our target audience is looking for. 2. Find out how well-known our website is amongst the target audience. 3. Determine the level of engagement to technology amongst our target audience 4. Identify what we can do to set ourselves apart from the competition.

1.5 Channels An advertising channel is a medium used by a company to advertise their products and inform the customers about services. I have decided that the most appropriate channels to use that would be suitable for my target audience would be Instagram and Facebook. I have chosen these as they have presently been the most popular social media platforms in the world for several years now and I feel that this is where my target audiences are fixated by.

1.5.2 Instagram A photo and video sharing networking service. This would be a perfect platform for us to upload our range of different phone products and accessories. There are 1.074 billion Instagram users in the world as of 2021. It is the world's sixth most popular social

Figure 2 Instagram Logo

media app (Oberlo.com. 2021).

How will I use it? Instagram offers a lot of great features for businesses. By creating an Instagram business account for our store we will be able to reach others that would not have known we existed. Instagram offers businesses stoppable that makes it easier for people to shop for featured items by viewing “tagged” products in posts, while Instagram Stories Product stickers are tapabble stickers that can be Figure 3 Instagram Users

used to make our stories content shoppable.

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Instagram also offers Instagram Checkout, which allows customers to discover a product and complete the payment process without ever leaving the Instagram app. Instagram Live is also a great tool for us, looking to build meaningful connections with online audiences. In recent months, Instagram Live usage has skyrocketed with brands pivoting to lifestyle-orientated live broadcasts in lieu of Covid 19 restrictions. By bringing people together in this way, we aim to strengthen our community and show a much more human and authentic side to our business. For example, we could host Q&A sessions, and give tutorials on our account on how to fix or preserve your phone with some phone home care tips — providing value to our audience beyond selling products.

1.5.3 Facebook A platform that builds technologies that gives people the power to connect with friends, family and grow businesses. As of 2021, Facebook has 2.8 billion users, the majority of whom are between the ages of 25 and 34 (Oberlo.com. 2021). Figure 4 Facebook Logo

How will I use it?

Firstly, we will also create a Facebook business page to help reach our audiences that are fonder of Facebook. Posting our products daily and marketing what we provide on Facebook stories will help us grow our sale and hopefully our customers. Facebook has also introduced Facebook live so we can also go live to answer queries our clients may have and give advice on the different phones and what they offer. When our Facebook page is created we will also use the similar page suggestions option that Facebook offers, this is to help increase organic reach. By having this option turned on, our page is more likely to be featured when Facebook recommends similar Pages that people might like on a timeline.

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Another feature we aim to use is the “When Your Fans Are Online.” This section can be useful in determining the best days and times of day to post content, as it sheds light on the overall activity of our Page’s audience base (Howen, A., 2021).

Figure 5 When your Fans are on Online"

While there are many noteworthy features under the Facebook Page Insights tab, one of the most useful ones for us is “Pages to Watch.” This feature enables us to monitor the performance of our competitors compared to our own Page, including metrics like total page likes, new page likes, new posts and overall engagement. This will help us see what our audiences think of our competitors and give us an insight of what they do better and what they offer that we could also try to imitate a somewhat similar technique to help gain more customers (Howen, A., 2021).

Figure 6 Adding Facebook Pages

1.5.4 Channels: Action Plan Goals, Objectives and KPIs

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Goals ( business targets)

Digital Objectives

KPIs (measuring objectives)

(achieve these goals) Increase Online Reputation and Image

Listen to

Spending 2 hours a

customer’s reviews

week replying to both

and feedback.

positive and negative

Respond to

comments.

negative reviews

Increase the rate of

Increase the

engagement from

engagement on

0.017% to 1% by the

social media

end of the year.

websites.

Increase the number of clicks on our website to 2000 by the end of next year.

Increase the level of

Focusing more on

Gather online Surveys

Customer Satisfaction

the quality of our

every month for

service for

feedback.

customers.

Customer satisfaction

Enhance customer

levels increase by

experience.

1.2%

Build more

Lower the average

customer loyalty.

on-hold time for

Increasing the

customers.

number of new

Increase customers

customers.

acquisition through organic search by 100% in the next 6 13

months. Increase the number of repeat customers to 30% within 2 years. Increase the engagement

Increase organic

Create a blog for the

with the audience on the

web traffic

website.

Increase

Produce regular,

engagement on our

high-quality content

website.

by posting content 2/3

Number of people

times a week.

visiting the

Reach out to

website.

influencers for

Decrease bounce

engagement purposes.

rate.

Have more than 700

website (SEO)

unique visitors per month by second quarter. Decrease the bounce rate to 10%.

Table 3 Channel; Action Plan

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1.6 Budget/Measurements: Action to implement

Action

Increase the engagement on social media

Detail

Who

To hire a Marketing marketing Director, director who will Social have the time to

When

Budget

April – August 2021

€15 ph., Mon-Fri

interact with people on these social websites and help strengthen the marketing side of the business. Increase the

By hiring

Marketing

January –

€15 ph.,

number of visits on

marketing directors, they

Director, Social

May 2022

Mon-Fri

websites

will ensure to be organized on posting good

quality content, and continue to grow our visits on our websites. Optimize

To hire an SEO

SEO

December -

€220 (per

website

...