Digital Marketing Campaign Overview

Running ihead: iContent iPlan 1

MARKETING 4

Content iPlan

Digital iMarketing

SNHU

Terrell iMcGhee

6/6/2021

Marketing

Requirements

Destination iBritish iColumbia iwill iutilize ivarious itypes iof imarketing ichannels ithat irequires idifferent ichannels. iIt iwill iuse iwebsites, iFacebook, iand iYouTube. iAccording ito iDommett & iTemple (2018), iFacebook iwill iassist ithe icompany ito isurge iloyal itraffic ito ithe iblog. iIt iis icritical ito icreate ia iFacebook icommunity iand idrive ipeople ito ithe ipage ithrough icontent ithat iexplains ithe idestination iand ihelp ito ianswer iessential iquestions. iThe ifirst isection iof ithe icontent iplan iin isocial imedia iincludes ian iemail imarketing iplan ior isponsoring ithe ipage ion iFacebook. iSponsoring ia ipage ior idoing iemail imarketing ican ireach iits igoals isuch ias inumber iof isubscribers iand iconversions. iSecondly, ithe icompany iwill irefocus ithe icontent ito iensure ithat ispecific ipersons iare idriven ito ithe iblog iand ithey ibecome ipotential ivisitors.

Destination iBritish iColumbia ishould ihave ia iwebsite. iThe iusers ineed ito iperform isearch iengine ioptimization i(SEO) ithat iensures iits icontent iappears in isearch iengines isuch ias iGoogle. iThe icompany ican ifocus ion iboth imobile iand icomputers ito iaccess iinformation. iThe ifirm ican ipost ivaluable iand ilong itype iof icontent ion ithat iblog ito ianswer iclient iquestions ifor icomputer iusers iwhile imobile-specific icontent ishould ibe ishorter idue ito iits ishort iversion iof ibandwidth iand itime.

The icompany ishould ialso iutilize iYouTube ithat ispecializes in ithe icreation iof ivideos. iYouTube iis ithe isecond ilargest isearch iengine iwhere iusers ican iaccess ivarious ivideos iand ilearn ionline ihow ito ido ivarious istuff ion itheir iown. iIt iis ialso imore ienjoyable iand ieasy ito iwatch ivideos ithan ireading iblogs ior ilong ipieces iof idata. iThe ivideos iuploaded in iYouTube ican ibe ishared ion isocial imedia imarketing iplatforms isuch ias iTwitter, iInstagram, iand iFacebook ito iattract imore iviewers iand iearn imore imoney.

Touchpoint iMap

Owned imedia iinclude ichannels ithat ia icompany iestablish iand icontrol. iIt iincludes iwebsites, iblogs, iFacebook ipage, iand iYouTube ichannels. iDestination iBritish iColumbia ican iown ia iFacebook iaccount ithat iit idoes inot ihave ito ipay ito ipost icontent ion ithe iplatforms ior iother ibasic iusage (Rodgers & iThorson, i2017). iFacebook iand iother isocial imedia iplatforms ican igenerate ia ismall iportion iof ithe ifan ibase iorganically, ibut ia isponsored ipost ican iattain ia iwider ivisibility.

Earned imedia iis iwhen iclients iwho ilearn ion ithe icontent ishare iit ipublicly iand italking iabout ithe ivalue ithe icompany icreates ifrom iusing ithe ibrand. iDestination iBritish iColumbia ishould iprovide iquality idata ithat ican ibe ishared in idifferent iplatforms iby ipeople iwho ifind iimportant iinformation iabout ithe ifirm’s iproducts.

Paid imedia iinclude ithe icompany ito ipay ito iuse ithird-party iplatforms isuch ias iusing isocial imedia iplatforms iand isponsorships. iThe iinfluencers ican iestablish iexciting iand ishareable icontent ifor ithe iwebsite, iand iit iis iamplified iprofoundly ithrough ithe isocial imedia. iThe ipaid imedia ican iresult in iearned imedia ias ipeople ican istart ito ishare iit.

Messaging iGuidelines

Facebook icontent iguideline ineed ito ibe ishort iand iprecise. iIt ican iattract iyoung itravelers iof iage i20-40 iyears. iThe islogan ishould ibe ienticing ilike, “See iand iTouch ithe iBeauty iof iDestination iBC”. iWebsite icontents ineed ito ibe ilong iand ioptimized iwith icatchy iheadings. iYouTube ishould ihave ia iwell-done ivideo ito iattract imore iviewership iwith ia ibeguiling iheading isuch ias, “Ten ithings iyou ididn’t iknow iabout iDestination iBC”.

Legal iIssues

The icompany ican ireveal iconfidential idata iof iusers iand ithe icompany iin isocial imedia. iThe iplatforms iprovide ieasy iopportunity ifor itheir iinformation ito ileak isecrets iof iDestination iBritish iColumbia. iIt ican icause ithe ibusiness ito ilose iits ibusiness ithrough idropping ithe isecret idata. iThe ifirm ican iavoid ithis iby icontinually irevising ithe iprocedures iof ithe ifirm iand iconvey iit ito iall ithe istaff.

Destination iBritish iColumbia ican icontain iillegal iuse iof itrademarks. iThe icompany ican iuse iother ifirm’s itrademark iwithout itheir iknowledge, iand ithey ican ibe isued ifor isuch ian iaction (Dommett & iTemple, i2018). iThe ifirm ishould iensure ithat ithey iseek ipermission ito iuse iother ifirm’s itrademark ias itheir iown ito iavoid ilitigation ithat ican icause ibusinesses ito ilose imoney. iAlso, iposting ion isocial imedia ican iresult iin idefaming ichallenges iand iDestination iBritish iColumbia ineed ito ibe ikeen ion iwhat ithey iare iposting.

It iis iimportant ito iavoid imisleading iadvertising. iThe iFTC irules inecessitate ithat iadvertisements iand imarketing islogans inot ito imislead iclients ion ithe iservices ior iproducts. iDestination iBritish iColumbia ishould iavoid ideceptive ior iunfair iadvertising. iThe icompany ican iutilize imisleading ior ifalse idata, isubjective islogans, iand iany iother ideceptive imeasures.

Ethical iand iCultural iIssues

The ilanguage ican iprovide icultural iand iethical iproblems. iDestination iBritish iColumbia ishould iunderstand ithe ilanguage iused iand ispoken iin ia icountry iand iits iimpact iin imarketing. iiThe ibrand inames, iadvertising, iand ilanguage ishould ibe iproperly ianalyzed ias ithey ivary ibetween inations. iThe icultural ipreferences ineed ito ibe itaken iin iaccount iwhile ideveloping icampaigns. iThe ifirm ishould iunderstand ithat imeaning iof icolors iand ishapes ican ihave idiverse imeaning ifor idifferent ipeople. iAlso, ithere iare iother iproducts ithat iare itaboo iand ishould inot ibe imarketed ias ithey’re iindecent ior iharmful.

References

Dommett, iK., & iTemple, iL. (2018). iDigital icampaigning: iThe iRise iof iFacebook iand iSatellite iCampaigns. iParliamentary iAffairs, i71(suppl_1), i189-202.

Nisar, iT. iM., & iYeung, iM. (2018). iAttribution imodeling iin idigital iadvertising: ian iempirical iinvestigation iof ithe iimpact iof idigital isales ichannels. iJournal iof iAdvertising iResearch, i58(4), i399-413.

Rodgers, iS., & iThorson, iE. (Eds.). (2017). iDigital iadvertising: iTheory iand iresearch. iTaylor & iFrancis.