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The document discusses developing a digital marketing plan for a division within a company. It recommends shifting some or all of the promotional budget to digital strategies like social media, websites, and mobile apps. These strategies provide wide reach, targeting options, and analytics at low cost. The plan should justify choices of specific digital media and platforms based on division goals. It should also describe how effectiveness will be monitored and strategies adjusted based on analyzing results.

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question -This part of the Conscious Capitalism simulation assignment is individual.

You will work

with your team members and determine an appropriate digital marketing plan to include in your
Benchmark - Digital Business Plan assignment.
In Topic 5, your team developed a business plan to support your marketing division and justify an
additional capital investment from corporate headquarters to move forward. Digital marketing is a
critical part of marketing strategies today because of the prevalence of social media and other
web-based technologies, online media outlets, and mobile Internet and applications.
Based on the current position of your new division in the simulation and your goals for coming
quarters, analyze market consumer data, competitive data, and real-world digital marketing
options to develop a summarized digital marketing plan for your division that benefits growth and
considers competition. In 500-750 words, address the following:
Digital marketing strategies for your division: Discuss the decision to shift all or a portion of your
division's promotional budget in the simulation to digital marketing. Discuss the digital marketing
strategies that will be used to promote organizational growth. Consider factors including B2B
verses B2C considerations in digital media, target market coverage, exposure, analytics, and
costs.
Digital media impact: How would the addition of digital media options influence your division's
overall promotional plan? Consider the five elements of the promotion mix.
Digital media types and options: Include examples of specific social media platforms, blogs,
websites, applications, etc., and a justification for each based on your division's goals. Use real-
world data by researching the outlets/platforms, reviewing media kits when available, and citing
available sources on exposure, targeting options, etc.
Monitor digital media: How will you monitor effectiveness and adjust your strategy based on your
division's goals?

With the advent of Internet, technological evolution has sped up and has increased the overall
level of awareness among the customers. In current time, the customers desire transparency in
the business processes. They are taking marketing campaigns and promotional activities of the
companies quite seriously. Customer poaching has become quite easy. Hence the companies
are coming up with innovative marketing and promotional campaigns so as to attract the
customers and retain them with the company.

Communication is quite important in projecting the products and services of the company. It is
also used to project the overall brand of the company and make it relatable with the consumers.
Usually IMC is used by the companies for developing the communication plan of the company.

IMC or Integrated marketing communication is the communication plan, which is used by the
company, to brand the company’s offerings, promote them in the market and create
comprehensive awareness about the features and functionality of the various products. Usually
there are 6 critical elements in an IMC:

 Digital marketing
 Packaging
 Public Relations
 Advertising
 Sales promotions
 Personal Selling
The core objective or fundamental ideology with which a IMC plan for a product is developed by
the company, is that the various modes or channels of the company’s communication strategy to
the outside world, must collaborate and work in alignment to the culture of the company, in order
to propagate and make the company brand, more strong and popular among the masses. IMC
plans help in adding value to the business strategy by bringing the desired visibility to the
products and services offered by the company.

Companies can resort to the New age Digital marketing strategy for their marketing and
promotional campaigns. The advent of social media in business works with the objective of
enhancing market coverage and create indefinite scope for marketing space. Social media
marketing offers the flexibility, wide coverage, ease of usage as well as low cost, which has the
potential to efficiently support the company’s business. Some of the fundamental advantages of
social media marketing, over which the company can capitalize its business potential, are:

 Brand awareness of the product gets facilitated using e-marketing. Social media
marketing can be considered as one of the most profitable marketing platforms as very
less initial capital is involved and quite higher returns are generated.
 Social media marketing as well as e-marketing facilitates the brand awareness
 Social media marketing facilitates cost effectiveness.
 Social media marketing has the potential to serve dual purpose- marketing becomes
quite easy as well as consumer connect gets facilitated.
However, the company must take care of the following ethical or moral issues which may be
encountered while developing and utilizing digital marketing:

 Ethical and moral code of conduct must be maintained on every platform

 It must be ensured that no promotional activity hurts the religious or emotional
sentiments of any particular sect or group
 False promises must not be made to promote the product
Some of the metrics which can be analyzed to gauge the effectiveness of digital marketing
strategy of the company are as follows:

 Keywords: The company can use keyword suggestion tool to help the customers find
the best product, as per their liking and disposition. The success of this can be gauged if
the customer requirements get easily suggested by the tool. Company can ask the
customers to rate the effectiveness of this tool, to measure its success.
 Website effectiveness/Usability: The website of the company must be easy to access
and must have high customer interaction. The company strives hard to make its website
quite interesting. As the primary stakeholder of website is the customer, the customers
can be asked to rate the performance of the website.
 Online advertising metrics: Data analytics can be integrated in the website of the
company. Analytics will help in gauging the customer footfall, unique customer footfall,
etc.
 Sharing and lead generation metrics: Google Analytics can be quite useful in this
regard.
Digital marketing is an interactive marketing of prodcuts to reach out to mass public using digital
technologies to generate leads / potential buyers and focusing on these leads to convert them in
customers / or to retain the existing customers. There are various websies that offer different
buying models that varies from buying impressions to buying the leads, even the call verified
leads. Facebook, Google, Twitter are some of the major players in digital marketing. It even
provide you the option to reach out to target audience rather than spending to reach out to all
that are not potential customers or the product is not intended for their use. Obviously if you
operates in B2C environment, you need to spend more to reach out to wider audience as you
have large number of customers to serve. However, in B2B, you serve only businesses and
hence tends to have lower number of customers and hence the spend reduce accordingly or
even goes down to 0.

Since todays world, everybody is connected to world through internet, Digital marketing leaves
very high impact to its customers. You can even run roadblocks / expandable ads / webpage skin
/ continuous impressions / run videos etc to have high impact. Such properties are called High
impact properties.

Also a tool called google analytics has increased the importance of digital marketing and open
ups the space to all. With the help of google analytics, you can actually monitor the traffic that is
visiting your websites and all the data gets avaible to you for you to generate leads and convert
them into your customers.
Understand the type of computer products-like CPU, keyboard, mouse, bluetooth device,
speakers, computer headset, web camera, mic.

Key target market for these computer products are IT companies, internet cafes, individual
professionals, students are target people.

The Digital marketing plan can be sold online shopping websites has been emerging now a days,
publish digital advertisments on social media websites, take customer references and direct
contact them. These products can be sold at job fairs, exhibitions and convention centers. For
many companies we need to approach them directly and discuss and negotiate of the pricing.
This would help to generate good revenue as companies need computer products in bulk
quantity.