Digital Marketing Plan

Digital Marketing Plan

Brand Position

In markets, technology and customer continuously change (Chaffey, 2010). Many countries, cities, and companies are transforming faster as compared to earlier periods. The brand position appears to the introductory concept, which focuses on exceptional features identified by an organization, city, or a nation. It is never the tagline, slogan, or logo which can assist in the prosperity of the town. However, these items lead to a more differentiated city. The proposition of brand selling is how an audience gets convinced in solving problems in a place. For the Kerala, Mailchimp, the use of UBER and Apple iPhone usage is the key brand position of the city.

Mailchimp boasts sales through the use of shippable landing pages (Chaffey & Ellis-Chadwick, 2019). For this plan, Mailchimp would be used to give a swift shopping experience to the customers. The audience can send better emails through the use of Mailchimp. The audience grows with signup forms. This is done by creating customized forms as well as pop-ups. These are then linked with the new fans.  Kerala city tourism will be capable of getting new clients using digital ads (Sengupta, 2005). These digital ads are automatically created on Instagram and Facebook in support of any landing page.

UBER is the smartest way to get around in Kerala city. Traveling around in the town made will be more comfortable due to the use of Uber application. Uber application offers a plethora of benefits, thus allowing visitors to explore new places comfortably and in a secure environment. The purpose of the Apple iPhone is the best experience information system product in the city. People visiting Kerala town for the first time are capable of getting meaningful information about whatever they require during their visit to the city (Leeflang et al., 2014).

Personas

In this marketing plan, the perspective of engaging persona would be used in reaching the audience.  This would include both role-directed and goal-oriented personas. The designer would be capable of using them to make them more engaged with them. Ideally, the primary reason would be to create a 3D rendering users to get with the persona. The persona would be examining users’ emotions, backgrounds as well as psychology to make them pertinent with the task available (Najeemudeen & Panchanatham, 2016).

Essential Digital Marketing Problem and Opportunity

Digital assessment

In Kerala, the major social media platforms used include Facebook, Twitter, Instagram, and Pinterest, among others. Several posts are made daily from the users of these platforms.  Many users follow the happening of the city through the use of social media. Similarly, firms employ social media as an appropriate technique for marketing. Over 2000 posts are made daily about Kerala city. People are engaged with the activities happening in the town.

For a successful email marketing camping, it would be useful to assess the effectiveness of the method used. Email forms the best channel through which an organization can use in building a good relationship with the customers. In getting the best from email communications with the customers, it would be appropriate to work on generating real engagements then commence listening to them (Umrez, 2014). A survey would be done to establish what is suitable for the customers. Surveys form an excellent tool in complementing the efforts of email marketing. These make it comfortable to generate a two-way channel for communication, thus making it possible to acquire more subscribers apart from disseminating them with the information timely.

Websites and landing pages would be the significant captivating inbound leads. Optimization of the landing pages and websites would be done.  A/B tests of the landing pages would be enhanced to acquire more clients. Websites and landing page analysis to be initiated to improve the performance of the organization (Kumar, Manohar & Singh, 2017).

Similarly, an SEO assessment would be done.  The title tags, which are concise and accurate, shall be employed in describing the content page (Constantinides & Fountain, 2008). Title tags shall be appearing within essential points like browsers, external engines, and results of the search engines.

Paid advertising would be a significant approach to give guidance on more traffic to the site, thus increasing business (de Ruyter, Keeling & Ngo, 2018). With this, banner ads shall be displayed on various online advertising platforms since they stand a better of being noticed by many people.

Summary of digital challenges

Big data management-the data from the customers is core for most firms. The leaders in the digital market have attained success through leveraging their customer data (Stone & Woodcock, 2014). Thus, it is imperative to fix the problem of big data challenges to assess the habits and behaviors of people in the city.

Comprehending customers’ behaviors- the key challenge in transforming digital marketing is through understanding the functioning of customers in the city. Customers are imperative in all the operations done in a town (Wind & Mahajan, 2002). Understanding client needs assist in transforming every element of challenge which might be experienced within the city

Shifting to mobiles- the journey of customers in an organization is impacted by mobile technologies (Corniani, 2006). This should be fixed to accelerate the need for digital customers to continue using various aspects of the city amenities with ease.

Campaign Objectives for at least one persona

The organization, through social media marketing, expects to grow its brand awareness, thus making it easier to spread the word on its mission and values concerning the product. Again, the company plans to increase its traffic through social media by linking it with the website.

The actual performance would be quantified through the use of a graphic rating scale. The rating scale contains a list of performance standards from 1 to 5 for rating every technique used. The method would need supervision from various departments of an organization.

Social media zones and vehicles

Social community zone strategies

Social media shall be used as an educative platform for the customers. It is never a secret that people are doing their shopping and self-education through online platforms. Through such practices, they get moved and become deeper into sales funnel before even talking to any sales team (Dileep & Sindhu, 2010). In most cases, they don’t need to be sold any product. However, they are supposed to be informed.  The brand will be represented in the social networks through offering shareable content focusing on useful content to the views which shall want sharing instead of cranking out the content towards meeting arbitrary calendars of publications. All the pieces shared will be having brand image support. The materials shared shall be educative about the company’s brand. Customers, for that matter, would gain more information concerning the brand products share in this platform.

Content Creation

Fig. 1. A content persona from Fred, who works as an operation manager

A fig 2: a persona of Diana as critical is the director

Fig 3: the persona of a record store manager

From three contented persona created, it is eminent that all the person’s named employ technology in their day to day duties. With that, it is easier to convince customers to continue utilizing the product (Chaffey, Smith & Smith, 2013). They are likely going to gain similar experiences attained by the personalities mentioned within the content.

Implementation

Webpage

The critical content of the city’s webpage would be various tourist sites which could be visited by tourists (Charlesworth, 2014). It will have beautiful sceneries in Kerala city. The landing page is a blog link that shall be posted on the webpage. The blog links would take visitors to their desired destinations.

Displaying advertising

Images will be used as form a displaying advertisement. Images of Kerala city will be displayed on the website and various Facebook pages. The targeted audience will be from 10-56 years of all gender.

Below is an example of an advert

Fig. 4. An ad for chicken tartar

Facebook

The main activities to be executed on Facebook shall include posting various products in the city, security issues, matters regarding the sceneries which can be visited by the tourists or other persons of interest.

The Facebook pixel tool shall be employed in running significantly targeted campaigns. Every advertisement account shall get as a single-pixel to utilize (Järvinen et al., 2012). The text posted would complement the images used in the advertisement.  Facebook engagement will be promoted by merely asking people to take part in the discussion. The followers will be given time to air their views and interact with city managers on how they need service delivery in their Kerala. For example, a Facebook post that can be used for the ad of Kerala is a follows: “Kerala City is secured and the preferred destination of many tourists. Visit the city and feel the warmth of the welcome from the residents”.

Instagram

In most cases, Instagram is used alongside texts and images. Many captivating ads done on Instagram are accompanied by the catchy messages which lure the potential clients to utilize the products. The activities here would include taking pictures of the Kerala town based on essential sections then posting to inform the general public on the happenings of the city. For instance, “Kerala city is harboring beautiful sceneries which most tourists find essential in their life when visiting the place.”

Email marketing

Email marketing is composed of drafting emails and sending them those in the subscription list (Kingsnorth, 2019). The mails are assigned randomly to the customers as long as they are in the contact list. Through the email, the city managers get to reach the public in their daily briefing concerning what happens in Kerala city. The email would have a header, body, and appealing information at the end of the email. Headers often address the recipient; the body explains the primary data as the last part indicates from whom the email is coming from.

Timeline

Budget

Monitor and evaluate

Monitoring and evaluation shall be attained descriptive statistical data acquired from people living in Kerala.  The techniques of M& E used shall be for correlation and descriptive analysis. In this design, there shall be both dependents and independent variables analyzed.  Within some perspectives, thematic Analysis will be done in the study to examine the qualitative data that have been collected in the process of the research.  The descriptive survey technique will include using questionnaires in gathering data.

The designed questionnaires shall be employed in identifying the intellectual levels of each company identified for the study. Besides, surveys shall be generated to give highlights of the exact objectives of the study. Similarly, questionnaires shall be used in gathering primarily to be employed in the research. Then again, the researcher will be collecting secondary data. This will be done through reading various articles and journal publications on Kerala city. Through reviewing multiple studies, appropriate data will be raised to be employed in the data analysis process. Furthermore, the researcher will be using demographic profiles in the questionnaires only to make sure that the sample recruited matches the sample criteria. The sample criteria are that the targeted customers would be:

• In the age group between 18-56 years, which matches with the targeted consumers of the close-up group
• A resident of the Kerala City

References

Chaffey, D. (2010). Applying organizational capability models to assess the maturity of digital-marketing governance. Journal of Marketing Management, 26(3-4), 187-196.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.

Chaffey, D., Smith, P. R., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.

Charlesworth, A. (2014). Digital marketing: A practical approach. Routledge.

Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of direct, data, and digital marketing practice, 9(3), 231-244.

Corniani, M. (2006). Digital marketing communication. Symphony: Emerging Issues in Management, (2), 41-61.

De Ruyter, K., Keeling, D. I., & Ngo, L. V. (2018). When nothing is what it seems: A digital marketing research plan. Australasian Marketing Journal (AMJ), 26(3), 199-203.

Dileep, M. R., & Sindhu, S. (2010). Destination marketing: The case of Kerala Tourism. Journal of Tourism, 11(2).

Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital and social media marketing usage in the B2B industrial section. Marketing Management Journal, 22(2).

Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.

Kumar, D. S., Manohar, L., & Singh, P. (2017). Marketing and Branding of Calicut as a Smart City Destination. In Smart Economy in Smart Cities (pp. 359-389). Springer, Singapore.

Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European management journal, 32(1), 1-12.

Najeemudeen, K. P., & Panchanatham, N. (2016). Information Sources for Two-wheeler Purchase: An Analytical Study with Special Focus on Malappuram District of Kerala. Universal Journal of Industrial and Business Management, 4(2), 59-70.

Sengupta, S. (2005). Brand positioning: Strategies for competitive advantage. Tata McGraw-Hill Education.

Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct, and digital marketing. Journal of research in interactive marketing.

Umrez, M. (2014). A study on digital marketing opportunities and challenges. International Journal of Marketing and Technology, 4(4), 136-143.

Wind, J., & Mahajan, V. (2002). Digital marketing. Symphony. Emerging Issues in Management, (1), 43-54.