DM
Brucele
DIGITALMARKETINGSTRATEGY.pptx
TOY
Digital Marketing
Professor
Dr Fiona Ellis-Chadwick
Group members
Huanming Huang (F037913)
Rohan Ghosh (F138636)
Tulika Pokhariyal (F138249)
Esanye Princess Onuwaje (F138096)
Zihao Deng (F038471)
Cave of wonder
York
York is the 4th biggest city of UK.
Top tourist attraction site in UK
York's population is growing at a fast rate.
51% of the population is female and 48% is male.
the median age in York is 35 years..
Source:
http://citypopulation.de/en/uk/yorkshireandthehumber/york/E35000051__york/
目录
CONTEN
C
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E
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01
02
03
04
T
Digital Marketing strategy
Digital Media Plan
Target Market
05
Measurement
Objectives
Target market
Age: 26 – 40
Social characters:
Father or mother
Middle class family
Gender social group:
Gender Neutral Toys.
Characteristic:
Living in the UK with their children
Quick and easy shoppers
Tourist
Digital Marketing Objectives
SPECIFIC
MEASURABLE
ACHIEVEABLE
This is achievable if good customer service is provided in-store and offline. If customers are happy with a service rendered, they are most likely to leave a good review online
REALISTIC
TIME BOUND
Create a presence online via creating a business website, Facebook page, and Instagram business profile
SEO-To achieve 100,000 clicks and 60% conversion rate.
TIKTOK - 3,000 followers and a total of 150,000 views in a month.
FACEBOOK- 3,000 followers and a total of 100,000 views
foot in the digital space thereby attracting the target audience
The start date of this digital campaign is MAY 2022, Achieve by AUGUST 2022
Digital Marketing strategy
PLAN
STRATEGY
ACTION& CONTROL
Goals
Define Targets
Channels
strategies & Tactics
Actions
Timing
Resources
Monitoring
Evaluation
Digital Marketing strategy
SEO
Tiktok
Create own website
Increase user engagement
Achieve a conversion rate of 60% for local searches.
100,000 natural visitors per month
Post three videos per week on the official account
Get 3,000 followers in the first month
Increase brand awareness
Create branded hashtags to increase brand awareness and virality #caveofwonders, #luckycavefind
Post daily photos of toys and events
Get 3,000 followers in the first month
SEO
Cycle time: three months
Objective: Promoting B2C websites
Links- Using keywords on friendly URL,
Visible website title, visible on the top bar of the browser.
Offering original and quality content
Goal: To achieve 100,000 clicks and 60% conversion rate
SEO agency fees/month: £2,000
Web designer fees: £5000
Total fees: £2000 + £5000 = £7000
Source
https://accelerateagency.ai/average-cost-of-seo-uk
https://ontopmarketing.agency/average-cost-of-seo-uk/
Tiktok
Source
https://fanbytes.co.uk/paid-ads-on-tiktok/
Cycle time: three months
Objective: Three videos will be posted each week on the benefits that toys can bring to children. Visual communication is an attractive way of reaching audiences that can lead to greater engagement.
The use of trending hashtags relatable to be business will be made use of #tiktokmademebuyit , #mycaveexpereince
Goal: 3,000 followers and a total of 150,000 views in a month.
TikTok advertising Fees/click: £0.02
Total fees: £0.02*150,000 = £3000
Source
https://thesocialshepherd.com/blog/facebook-advertising-cost-uk
Cycle time: three months
Objective: Post daily events and toy coupons
Hosting a weekly forum updates for mothers and children, getting 300 reviews per week. This keeps the customers engaged, lead users to a website or special offers.
Goal: 3,000 followers and a total of 100,000 views in a month. This through an active presence which results in more page likes and websites visits.
The average Ads fees/click: £0.04
Total fees: £0.04*100,000 = £4000
Own media
Interaction
Communication
Differentiation
Summary
Facebook: 3,000 followers
Tiktok: 3,000 followers
Google SEO: 100,000 clicks
Budget: £4,000+£3,000+£7,000=£14,000
Money leftover: £1,000
Engage
Invite customers to events
Top-selling toys and new products
Ask for feedback
Social Media Retweets Sweepstakes
Ask customers to share post and tag the store.
Weekly Email
Promotion
Giving exciting offer
Releasing vouchers in social media and website
Events
Offline Experience
Offline parent-child activities
Excellent customer service. This increases the chance of off-line customers returning to the store and also offering referrals
Measurement
Thank
You
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