DIGITAL MARKETING PLAN

DIGITAL MARKETING PLAN

1. Situation Analysis

In the United States, more than 1,000 parents reported on a nationwide telephone interview that their children under the age of 6 used digital technology an average of 1.58 hours a day, played outside an average of 2.01 hours, and spent 39 minutes reading. In the study, it was found that 36% of the children lived in a house where the television was always on, 45% of the parents used TV as a means to keep their children occupied when they had relevant jobs to complete, and 27% of the children between 4 and 6 used a computer every day (Rideout, Vandewater, & Wartella, 2003).

Research shows that American teenagers spend about nine hours every day on digital devices, media, and platforms (Rideout, 2018). Adults spend approximately 12 hours and 9 minutes daily either on the Internet streaming live videos or watching staff on their digital gadgets (Rideout, 2018). The trend is similar among the youth and the elderly.

The given figures indicate that most human beings and children, in particular, spend a considerable amount of time on digital media with little regard for their health and wellbeing. Unfortunately, prolonged exposure to digital media has been found to promote a decline in the cognitive faculties of an individual (Kardefelt-Winther, 2017). According to Charles (2019), mental health issues have risen significantly over the last decade, and the rise of digital media could be one of the reasons for the increase. The need for a program that can promote the wellness of human beings amidst the current digital toxicity is, therefore, inevitable.

Unfortunately, most of the online campaigns that are available fail to identify and design remedies for digital toxicity. Most physical therapists only provide fitness programs with little concern about the genesis of physical health problems. Developing a digital campaign that creates awareness about digital toxicity and provides solutions is, therefore, an attempt to fill the gap. Essentially, various digital marketing techniques that could help to carry the information to the target audience exist. To ensure efficiency in information delivery and to embrace specificity, social media and digital advertisements would be used to promote the sales leads of the webinars and u-conferences that we intend to produce.

2. Objectives

• To promote access to video conferences and webinars through social media marketing and digital advertisements.
• To determine the number of views that the content would have attracted within seven days.
• To evaluate the comments and feedback from the viewers about the presented content.
• To open social media accounts on major social media platforms, create business accounts, and generate sales leads for the webinars and video conferences.
• To post the links to the content on accessible social media pages and determine how many individuals would have followed the leads in seven days.

3. Strategy

To reach at least 1000 followers within seven days, the sales leads for webinars and video conferences would be posted on Facebook, Tweeter, and YouTube every day. Social media pages that create awareness about human health would be the target platforms to reach the desired audience. We shall have a Facebook page and a social media manager. For the first three days, the page would contain engaging content that would prompt the viewers to follow the links to the webinars and video conferences. During the last four days, the particular videos on digital detoxification and mindfulness would be directly posted on the page. The social media manager would be responsible for the given responsibilities. He is the one to create the page, display the sales leads, attend to clients, and produce a report of the presumed events. Ideally, clients would be able to provide their views, feedback, and inquiries via a comment session that would be available on every page. Equally, those that have access to YouTube would give their comments in the message section that the platform provides.

4. Tactics

The marketing plan for digital detoxification and mindfulness would adopt a media mix strategy as it demonstrates the ability to generate the required sales leads within the specified time.  A media mix marketing tool involves the use of various digital media platforms to meet marketing objectives. It can typically include the use of newspapers, television, radio, social media, and posters. Precisely, only Facebook, Tweeter, and YouTube would be used to market the media detoxification and mindfulness campaign.  With Facebook and Tweeter, the sales leads would be posted directly on the specific pages and links to the required video provided.

With YouTube, the videos about the campaign would be uploaded and can be downloaded or directly viewed by the followers. It is important to note that the combination of the communication channels is essential to reaching out to a more significant number of people. While there are individuals who prefer to use Facebook, there are others who are in love with Tweeter. Another group of individuals would prefer to stream live videos over YouTube.  When all the three platforms are concurrently used, the target audience can easily be found, and their target numbers achieved. It is, however, more costly to incorporate the three channels as opposed to the use of one.

5. Action

This section gives the implementation details of the media mix strategy. The preliminary phase of the plan would include creating business accounts with Facebook, Tweeter, and YouTube. The next session would consist of the generation of sales leads, linking up the webinars and conferences, and uploading the campaign sessions on YouTube. The social media manager would then monitor the activities on particular platforms. After six days, the comments and views provided by the clients would be examined, determined, and evaluated. From the analysis, we can quickly determine if the target audience was reached and how the campaign was received.

6. Control

A control mechanism is essential to ensure that the digital marketing plan stays on track.  This phase would involve reviewing the performance of the three marketing channels against a target using digital marketing dashboards.  It is important to note that the number of followers achieved would be measured against the desired target to evaluate the effectiveness of every channel. A channel with a higher percentage indicates an achievement while a lower rate shows underperformance Corrective action would then be put in place where a deficiency is identified.

References

Chaffey, Dave, and P. R. Smith (2017). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing. Routledge. ProQuest Ebook Central. Retrieved from www.ebookcentral.proquest.com

Goldblat, J. (2016). Planning and Organizing an Event. Goodfellow Publishers, Limited.

Solis (2017). Social Media Marketing: Digital Marketing and Social Media Marketing. Routledge.