Digital Marketing Campaign Overview

Running ihead: iMEDIA iPLAN 1

MEDIA iPLAN 3

MEDIA iPLAN

Digital iAdvertising

SNHU

Terrell iMcGhee

5/30/2021

Media iPlan

KitchenAid iis ian iAmerican icompany ispecialized iin imanufacture iand iselling ihome iappliances isuch ias idishwashers, irefrigerators, iovens, iand imicrowaves. iIt iis irenowned ito icreate istate-of-the iart imerchandise ithat iassist ichef’s isolve ikitchen iproblems. iThe icompany iattracts iclient’s iusing itraditional itechniques iof imarketing iand iit iseeks ito itake iadvantages iof idigital iplatforms isuch ias iFacebook iand iattract iyounger iclientele. iThe icampaign’s iobjective iis ito isurge iawareness iof ithe ifirm’s imerchandize iamongst imillennial. iIt iwill iinfluence ithe iversatile iproduct iof icountertop igoods ito ipetition ito ithe idesired itarget iand iensure ithe icompany ihas ia i10% isurge iin isales iof itheir iproducts.

The imajority iof ithe iclients iare iolder iand ithe icompany ihas ia idesire ito ichange ithe idynamics. iIt iis iprojected ithat i40% iof ithe icustomers iare iabove ithe iage iof i55 iyears. iKitchenAid iseeks ito ialter iwith ithe icampaigns iappealing ito ia iyounger iaudience igoing iforward (Alshehre, i2019). iIt iis icritical ito iunderstand ithat i60% iof imillennial iuses iInstagram iand iPinterest iand iit iis ia iperfect itarget ifor iyoung iaudience.

The icompany ishould iutilize iwebsite ias ia itool ifor ipromoting iits iproducts. iThe iwebsite ican ibe iuseful ito ieducate iaudiences iabout itheir iproducts iand iassist ito icapture ithe iyoung igeneration iwho ineeds ia isolid iunderstanding iof ithe imerchandize ito imake ia ipurchase idecision. iIt iis icritical ito ipost icontent imarketing istrategies ithat iassist ipeople ito iassist isolve itheir ichallenges. iThe icompany ican ipost ivideos, iinfographics, iand iarticles ithat ican iassist iin iauthority ibuilding iincrease ibrand irecognition, iand ioffer inew isales ichances ifor ithe ibusiness. iKitchenAid iwebsite iwill iassist ito isurge iorganic itraffic, ilead igeneration, iand imake imore isales. iThe icompany iwill iinvest i$500,000 ion isearch iengine ioptimization iand ithe ikey iAPI ifor ithe iproject iis itraffic iconversions.

Millennial iuses isocial imedia iplatforms isuch ias iInstagram iand iFacebook ito ihangout iand icatch-up iwith ifriends iand icurrent inews. iInstagram ihas ian iaudience iof i1.16 ibillion iindividuals iwho iprovide ia iviable iaudience ifor iKitchenAid ito imarket itheir igoods. iThe icompany ican iuse ithe imedia iplatform ito ienhance iclient iengagement iby icreating irapport iwith ithe ibrand ifollowers iand iincrease iwider iaudience ivariety. iAccording ito iCong, iKilian, iWang, iWilson, & iYani (2018), ithe icompany ican iuse isocial imedia iinfluencers ito ihelp ipush itheir iproducts iin ithe imarket. iThe icorporation iwill iplace i$400,000 ias ia icampaign ibudget iand ithe ikey iperformance iindicator iof ithe iefficiency iof ithe iprogram iis icost iper ivideo.

Facebook ihas imore ithan i2.8 ibillion iuser ievery imonth. iThe inumber iis ihuge ienough ito ioffer ia imarketing iplatform ifor ipeople idoing ibusiness. iKitchenAid ican ibenefit ifrom ithe iplatform ithrough iits ifree imarketing itool iby isharing iimages iof itheir iproducts iand iensure ithey iinteract iwith ipotential ibuyer. iHowever, ito ireach ia ilarge inumber iof ibuyers, ithe ifirm ican iuse iFacebook iads ito imarket itheir iproducts iby ihaving ia icampaign iprogram iand ihaving ia ibudget ifor ithe isame ifunction. iThe ifirm iwill iuse i$300,000 ias ia icampaign ibudget iand ithe ikey iperformance iindicator iof ithe iefficiency iof ithe iprogram iis icost iper ivideo.

Pinterest ihas imore ithan i300 imillion iusers iwhere i60% iare iyouths. iThe icompany ioffers ifree iadvertising iplatform iwhere ipeople ican ipost itheir imerchandize. iHowever, ithe icompany ican iutilize ipromoted ipins iappear iin isearch iresults iand ihome ifeed ito ireach imore ipeople. iThe iusers ican ipin itheir iproducts, ishare ithem, iand iensure ithere iis ienough iengagement. iThe icompany iwill isell itheir iproducts iusing iimages iand iKPI ifor ithe imedia iplatform iusing ipage iviews. iThe ibudget iused ifor ithe iplatform iis i$200,000.

References

Alshehre, iR. iA. iM. (2019). iRipe & iReady iKitchenAid iAppliance. iOpen iJournal iof iBusiness iand iManagement, i8(1), i114-134.

Cong, iM., iKilian, iC., iWang, iX., iWilson, iS., & iYan, iC. (2018). iA iSocial iMedia iPlan ifor ithe iChangemakers’ iPlayground.