Digital Marketing Campaign - Essay Example

?DIGITAL MARKETING CAMPAIGN Executive Summary In the midst of stiff competition, a company’s destiny to succeed lies in its own hands. The manipulation of this destiny is also very crucial as a misapplication may spell done. This document seeks to bring out on how the Central Station Company can maximize the power of marketing to promote the company. Indeed, marketing is the solution when competition could least be described other than calling it stiff. With marketing however, recent change in technological advancement calls for the need to show versatility in a company’s marketing approach. To this end, digital marketing campaign has been discussed into detail in this document. Several areas of digital marketing has been looked at including the general goals for the campaign, the target audience, key campaign message and offers, strategic plan and implementation time. Above all, it is strongly recommended that this document be accepted as a working paper as it has the key to ensuring that Central Station increase in revenue and by extension increase in development. 1 2 3 4 5 6 7 8 9 1.0 Campaign goals and tracking. 1 1.1 General marketing aim of campaign and context The general aim of the program is to increase the reach out to customers by 40% in a year. The achievability of this goal lies in the sense that users of new media keep multiplying by the day and thus with digital marketing, the chances of increasing music artistes, especially up and coming ones coming to contact with the works of the company will be assured. 2 1.2 Product categories or services targeted Judging from the fact that the company is a media company and specifically a record label promotion company, the product and service categorization shall include the maximization of all components of digital marketing, which include banner advertising, search engine optimization (SEO) and pay per click services (Reitzin, 2007). 3 1.3 Sales and lead generation goals The sales of the company is sure to increase because lead generation features shall be created on the websites to allow accessibility of the company to reach as many people as possible. 10 2.0 Target audience, customer insight and targeting. As Miller (2010) notes, even with digital marketing, “the basic principles of marketing still apply: know your customer.” The first audience and customers shall be upcoming and existing musicians. As copyright laws ensure, a record label company cannot use the work of an artiste without the artiste’s due contingence (Gardner, 2003). The second target audience and customers shall be all music lovers and music users. This means that the core task and duty in record label marketing shall not be lost as Hutchison and Macy (2010) notes “Record Label Marketing offers a comprehensive look at the inner workings of record labels, showing how the record labels connect commercial music with consumers.” 11 3.0 Key campaign messages and offers 3.1 Fairness To a large extent, the digital marketing messaging shall portray and as a matter of applicability, ensure fairness for customers. Especially for music artistes, there shall be messaging that proof beyond every reasonable doubt that when decide to do business with the company and by extension allow the company to promote their music, they are going to have a fair deal when it comes to sharing of earnings. For music users, there shall also be special messaging on reduced cost of music use as compared to other companies would offer them. 3.2 Creativity The whole content of messaging shall be spiced with creative. This means that the appearance of all media of advertisement shall be branded with beauty and creativity. This shall be seen on websites, magazines and banners. There shall also be creativity with regards to accessibility of advertising media especially the use of internet based marketing media. 3.3 Inclusiveness Inclusiveness shall be trumpeted because it is an important offer for boosting customer growth (Ababio, 2003). The world over, economists and marketers have proved through research that customers play instrumental roles in the growth and development of companies. Customers would however choose to do business with a company not by accident. Cherian (2011) notes that “a repeat customer is the result a relationship you have built up through excellent customer service.” This shall be achieved through effective customer relationship management program and the customer relation management program shall be an offer on its own to customers and users. 12 4.0 Strategic Plan 4.1 Affiliation The achievement of the aim of affiliation has to be done by inculcating popularity and publicity into the strategic plan. The most inculcating marketing strategy to use to improve the popularity of the company among music artistes and all music service and product users is to form a strong partnership with registered and nationally acclaimed musician organizations and institutions. The common strategy to use in getting the affiliation work out is through the sponsorship of most of their programs and activities. 4.2 Cost As a matter of fact, cost is going to be used as a major competitive advantage. In the view of the Investopedia (2011), a competitive advantage is “an advantage that a firm has over its competitors, allowing it to generate greater sales or margins and/or retains more customers than its competition.” Competitive advantage is very important in industries such as the record label industry where there are several competitors. With such countless competitors, the absence of a competitive advantage would make the company no different from the others. There is no denying the fact that Australia has one of the world’s best record label industries (McKeon, 2009). Because of this, it is extremely difficult to use quality as a competitive advantage. Where all levels of quality remain the same, McKeon (2009) advises that cost becomes an important factor to consider. 4.3 Social Interactivity The most appreciative ways customers would want to get close to a company is for them to have their suggestions, ideas and thoughts, forming the part of the core organizational system of the company (Brown, 2005). Customers also love it so much if they are close to a company in an easy-going, cordial manner (Faisal, 2009). The first strategy shall be based on the principle of customer relationship management (CRM). The Destination CRM (2011) sums the benefit and importance of CRM together as “a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer satisfaction, loyalty, and advocacy.” The customer relationship management strategy shall be achieved by creating a forum on the company’s website and its offices where customers and users of music services and products shall come on board with their ideas, suggestions and contributions. These ideas and suggestions shall be factored in all strategic plans drawing for the company. The second social interactivity strategy will take the form of social networking. There shall be the creation of ad-on such as https://www.facebook.com/centralstationAU?sk=app_208195102528120&app_data=dlt and http://www.letmeseeyourswagger.com/ to serve these purposes. This way, it will be possible for users and customers to track colleagues on line so that they will chat with them if they so wish. 4.4 Promotions The promotion shall come in several forms including discount on triple purchases, extra discount for music artistes who work with the company for two or more years in a roll, customers who link other people to the website, customers and users of products and services who make advanced payment for regular subscription. BeeTL (2006) notes that “consumer Promotion is a set of actions directed at stimulating sales by influencing the end customer.” This statement sets out on why the promotion strategy is necessary. 13 5.0 Online media mix selection and budgeting. The most recommended mode of marketing is the use of the internet. Broadly speaking, the use of the internet is highly versatile, accessibility and fast spreading. As Ryan and Jones (2010) notes, “while it's simple to measure click-through rates on the web, impressions on mobile devices, tweets on Twitter, and "likes" on Facebook, the business impact in the real world is notoriously difficult to quantify.” These are just few reasons why internet option is the best. Through the internet and by extension online media usage, expansion shall be created by the creation of multiple and replication websites. This shall be different from the usual website replication in that the partner sites to be created will be seen as independent sites on their own though they will be working towards a common end. Most significantly, services of online public relations personnel shall be recruited the world over. 14 6.0 Media schedule and campaign integration. The recommended media schedule and campaigning integration take off should be now. As soon as possible, there should be an expert consideration of the marketing campaign outlined for quick action. This is because as the days go buy, competitors are coming up with their own versions of marketing ideas and the storm they are creating needs to be calmed right out by having a more comprehensive marketing plan such as this one that meets their plans. REFERENCE LIST Ababio F. W. (2003). Customer Growth Initiatives. PrintMark Growth Ghana Limited: Accra BeeTL (2006). Consumer Promotion. Retrieved October 12, 2011 from http://www.beetl.ru/en/service/forclients/ConsumerPromotion/ Brown N. A. (2005). Corporate Social Management. University Printing Press: Cairo Cherian A. (2011). The Importance of Good Customer Care. Retrieved October 10, 2011 from http://www.smallbusinesssuccess.biz/articles_week/importance_good_customer_care.htm Destination CRM (2011). What is CRM? Retrieved October 11, 2011 from http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx Faisal G. X. (2009). Customer Relationship Management Models. PrintMark Publication: Durban Gardner H. (2003). 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