Digital Marketing Plan
Develop an 8–10-page digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.)
Introduction:
Digital marketing and social media have completely changed the face of marketing. It is not that the older tools and models no longer work (they do!) but, rather, that these tools and models need to be applied in different ways.
Digital marketing activities are performed while customers are connected to networks through various mobile devices. Among the many things that make digital marketing unique is the trigger of communication. Customers may target the business (pull communication) or the business may target the digital consumer (push communication). Digital marketing can take place through a variety of modalities including email, text, apps, and any other means by which a customer can communicate on a mobile device. Social media takes the marketer into the world of “views,” “clicks,” and “likes” as a means of ascertaining product appeal to the potential market. Digital marketing has changed the landscape of marketing activities.
When measuring the results of social media and digital marketing, we have to measure outcomes to determine the effectiveness of a general approach or campaign. If we cannot determine effectiveness, how can we possibly know if this is something we want to do again or not? In this assessment, you will gain insight on some approaches to measuring social media and digital marketing effectiveness. Unlike other areas of business operations (for example, finance), the measurements here are still evolving. However, you need to have at least a foundation for thinking about this very important aspect of marketing.
This portfolio work project, a digital marketing plan with a social media strategy, will help you demonstrate competency in digital marketing planning and measurement.
Scenario:
The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Assessments 1 and 2. They have now asked you to develop a Digital Marketing Strategy based on this work.
Your Role:
You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.)
Building on your prior work this term, develop a digital marketing plan using the SOSTAC© model. Your plan must address each of the SOSTAC© elements, including:
1). Situational Analysis.
-Analyze the current situation in terms of customers, intermediaries, and competencies.
-Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence.
2). Objectives.
-Develop specific measurable objectives for a digital marketing strategy. Where do you want your company to be?
3). Strategy.
-Articulate short- (< 1 year), medium- (1 to 3 years), and long-term (> 3 years) digital marketing strategies. How do you achieve your objectives within these terms?
4). Tactics.
-Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel?
5). Actions.
-Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics.
6). Controls.
-Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics?
- Intermediaries: We will utilize a multi-channel approach, including online retailers (e.g., Amazon, Chewy), pet specialty stores with online presence, and our own e-commerce website. Influencer marketing will be crucial, partnering with dog trainers, veterinarians, and pet bloggers.
- Competencies: MSH Brands possesses strong brand recognition and a reputation for producing high-quality pet food. We have an existing distribution network and a skilled marketing team. Our core competency lies in understanding pet nutrition and developing innovative formulas.
- Competitive Analysis: Key competitors in the performance pet food market include brands like Purina Pro Plan Sport, Eukanuba Performance, and Hill's Performance. Our analysis reveals that competitors are actively engaged in digital marketing, utilizing social media, influencer partnerships, and online advertising. However, there's an opportunity to differentiate ourselves by focusing on specific dog sports and activities, creating highly targeted content, and building a strong online community.
2. Objectives:
- Short-Term (within 1 year):
- Increase brand awareness of NutriPaws Active among the target audience by 50% (measured through social media reach and website traffic).
- Drive trial and adoption of NutriPaws Active, achieving a 10% market share within the performance pet food segment.
- Build a social media following of 20,000 engaged users across relevant platforms.
- Medium-Term (1-3 years):
- Establish NutriPaws Active as a leading brand in the performance pet food category.
- Achieve a 20% market share within the target segment.
- Increase online sales by 150% year-over-year.
- Long-Term (3+ years):
- Expand the NutriPaws Active product line to cater to specific dog breeds and activity levels.
- Become the most trusted and recognized brand for performance pet nutrition.
- Build a loyal customer base through a strong online community and customer engagement programs.
3. Strategy:
- Short-Term: Focus on building awareness and driving trial. This will involve targeted social media campaigns, influencer marketing, and online advertising. Content will focus on the benefits of NutriPaws Active for active dogs and showcase testimonials from athletes and trainers.
- Medium-Term: Emphasize brand building and customer acquisition. This will involve developing high-quality content, engaging with our online community, and running targeted advertising campaigns. We will also focus on building relationships with key retailers and distributors.
- Long-Term: Focus on brand loyalty and customer retention. This will involve developing exclusive content for our community, offering personalized recommendations, and creating a loyalty program. We will also explore partnerships with dog sports organizations and events.
4. Tactics:
- Website: Develop a dedicated landing page for NutriPaws Active, showcasing product information, ingredients, feeding guidelines, and customer testimonials. Optimize for search engines (SEO) to attract organic traffic.
- Social Media: Establish a presence on platforms frequented by our target audience (e.g., Instagram, Facebook, YouTube). Share engaging content, run contests and giveaways, and interact with followers.
- Influencer Marketing: Partner with dog trainers, veterinarians, and pet bloggers to create sponsored content and product reviews.
- Online Advertising: Utilize targeted advertising on social media and search engines to reach our target audience. Implement retargeting campaigns to re-engage website visitors.
- Content Marketing: Create valuable content related to dog nutrition, training, and performance. This can include blog posts, articles, infographics, and videos.
- Email Marketing: Build an email list and send targeted email campaigns to promote NutriPaws Active and share valuable content.
- Public Relations: Issue press releases announcing the launch of NutriPaws Active and secure media coverage in pet industry publications.
- Events and Sponsorships: Sponsor dog sports events and partner with local dog training facilities to increase brand visibility and reach.
5. Actions (Project Plan - Example for Social Media):
| Tactic | Action | Timeline | Responsible Party | Metrics |
|---|---|---|---|---|
| Social Media - Content Creation | Develop a content calendar for the first 3 months, including posts about product benefits, training tips, and customer stories. | Month 1 | Marketing Team | Reach, Engagement (likes, comments, shares), Website clicks |
| Social Media - Influencer Outreach | Identify and contact 10 key influencers in the dog sports community for potential partnerships. | Month 1 | Marketing Team | Reach, Engagement, Brand mentions |
| Social Media - Paid Advertising | Launch targeted ad campaigns on Facebook and Instagram, focusing on demographics and interests. | Month 2 | Marketing Team | Impressions, Clicks, Conversions |
| Social Media - Community Engagement | Respond to comments and messages, run polls and Q&A sessions, and participate in relevant online groups. | Ongoing | Community Manager | Engagement rate, Brand sentiment |
(Similar action plans would be developed for each tactic.)
6. Controls:
- Key Performance Indicators (KPIs):
- Website traffic and conversion rates
- Social media reach, engagement, and follower growth
- Sales revenue and market share
- Brand mentions and sentiment
- Customer acquisition cost (CAC)
- Monitoring Frequency: Weekly monitoring of website traffic, social media metrics, and advertising performance. Monthly review of sales data and market share. Quarterly review of overall campaign performance and adjustments as needed.
- Reporting: Regular reports will be generated to track progress towards objectives and identify areas for improvement. These reports will be shared with the VP of Marketing and other key stakeholders.
This digital marketing strategy provides a roadmap for the successful launch and growth of NutriPaws Active. By focusing on targeted marketing, engaging content, and continuous monitoring, we are confident in achieving our objectives and establishing NutriPaws Active as a leading brand in the performance pet food market.
Digital Marketing Strategy for "NutriPaws Active" - A New Line of Performance Pet Food
Introduction:
This digital marketing strategy outlines the plan for launching "NutriPaws Active," a new line of performance pet food from MSH Brands, designed for active and athletic dogs. It leverages the SOSTAC© framework to provide a structured approach to achieving our marketing objectives in the digital space.
1. Situational Analysis:
- Customers: Our target audience is comprised of dog owners who are highly active with their pets, including those involved in activities like running, hiking, agility training, and dock diving. They are health-conscious, informed about pet nutrition, and actively seek high-quality food that supports their dog's performance. They are digitally savvy and engage with online communities related to dog sports and activities.