Mkt 335 milestone two revised

MKT 335 Milestone Three: Content Plan

Southern New Hampshire University

Moné Jones

June 5, 2022

Campaign Proposal Content Plan

An effective digital campaign should cover all aspects of digital media for it to be successful. People use different social media that suits and meet their needs. Thus, it will important to exploit all the social media to broaden the number of target audience that our plans will reach. Also, to attract the attention of these audience the contents of the campaign must be interesting as possible.

Content and Key Information Needed for the Selected Channels

Our campaigns will target five main channels to reach the audience. These channels are Facebook, Twitter, Instagram, Tik Tok, and google. These channels only support the picture and video form contents. The contents need to be around the services that the company is going to offers. Disney offers the entertainment and refreshment services; therefore, the content of the campaign forms needs to be interesting and unique.

Basing on the services that the company is offering; it is important to give more emphasis to Facebook and Instagram channels and the organizations websites. The links of the organization website will be integrated to the video of pictures in every channel (Sultana, & Shil, 2019). Some of the important information need to the selected channels include:

i. Information in terms of the best way to leverage the selected social media channels

ii. Methods of measuring the effectiveness of the selected channels

iii. Information that describes the audience reached by the selected channels.

Touchpoints Map

The touch points are the engagements with a brand online. It includes the elements such as the brands website, advertisements, social media, and the search engine results. Paid media includes search engine marketing and social media advertising, which can be considered as paid channels. Owned media include company websites and social media platforms. They can be seen as separate channels (Dahl, et al., 2018). The media obtained include press releases and social media mentions. They can be seen as a winning channel. Figure shows the touch points for owned, earned, and paid channels.

Messaging guidelines

The messaging guidelines are essential or maximizing the effectiveness of the content. Therefore, to achieve this important objective, it must ensure that that it has certain features. First, the message must be clear and consistent across all the channels selected by the company. This important feature will allow the target audience to identify the organization easily. Second, the message must include a distinguishing factor to allow the audience to know the organization that the message is coming from. Or the picture, the information about the company must be included while video ads should include the description of the company. Third, the message needs to include compelling story in the form of a message when a distinguishing actor is not included. Finally, the message should use the message content, style, tone, and voice that is dependent on the company’s identity and goals that it wishes to achieve through communication.

Legal issues

The uses of different contents might result in some legal issues. Therefore, the company should be ready to tackle these issues in case they arise. Therefore, the company must comply with some legal requirements. The company need to comply with the rules set out by Federal Trade Commission (FTC) in its content. The laws states that the claims made by the company I its advertisements must be truthful.

Therefore, some of the legal concerns that may arise include the firm not adhering to the FTC’s guidelines which put a company in adverse situations rising legal concerns. Also, unfair and deceptive content can result in penalties and legal actions against the company.

Ethical and cultural issues

Apart from the legal issues, the ads contents can also lead to cultural and ethical issues. Therefore, the organization needs to vigilant on these issues to avoid ads undermining the achievement of the primary goals that the ads targets.

Ethical issues

The ethical issues can arise are results of the use of puffery in advertainments. For example, the use of the sex appeals to attract customers to certain entertainment service can results in ethical concerns (Mpinganjira, & Maduku, 2019). The company need to respond to these issues in case they arise through pulling back the or continue using – the choice depends on the reaction of the organization. the se appeal that faces backlashes should be immediately withdrawn.

Cultural issues

Some of the content might go against the cultural norms. For example, the use of words, phrases, idioms or statement that are detrimental to specific culture need not to be used in the ads content because it may raise cultural issues. Also, the use of images, photo, videos, and icons should be done carefully to avoid raising cultural concerns (Mpinganjira, & Maduku, 2019).

The contents that result in these cultural concerns should be withdrawn for the adds as soon as possible. In addition, the company will be required to pull back the adds and apologize to the affected community.

References

Sultana, S., & Shil, M. (2019). Selecting tourism destinations through social media: Evidence from Bangladesh.

Dahl, A. J., D’Alessandro, A. M., Peltier, J. W., & Swan, E. L. (2018). Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement. Journal of Research in Interactive Marketing.

Mpinganjira, M., & Maduku, D. K. (2019). Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands. Journal of Business Research, 95, 464-478.