Unit 17 : Digital Marketing
Learning Aim C : Develop a digital marketing campaign for a selected product or brand
Title : Would you like to buy this?
Contents
Pages Topic covers
2 Produce an outline for a digital marketing campaign that will
create brand loyalty for a new or existing product or brand. P6
3-5 Produce a detailed digital marketing campaign and demonstrate
how it integrates into the wider marketing and promotional mix
for a new or existing product or brand. M3
5-7 Produce creatively a digital marketing campaign, justifying the
key decisions taken and potential improvements that could be
used to create brand loyalty. D3
1
, P6 A digital marketing campaign which will create brand loyalty.
Digital marketing is beneficial for any businesses because it helps the business to increase profitability (if
used successfully), increase brand awareness as the process reaches large number of stakeholders, can
expand to new customer segments, become competitive due to multichannel promotional methods and so
on.
I am going to create brand loyalty for Apple products by offering interest free, buy now pay later strategy
no matter what bank card the stakeholder uses to purchase a product. Apple specialises in technology
products such as smartphone, tablets, laptop, smart watches, monitor etc. Apple traditionally only offers
interest free pay later method to Barclays account holders which prevents other bank account holder such
as Halifax, HSBC, from benefiting this facility. This may have caused some loyal customers to leave or feel
un-valued. However, due to their brand personality which are Premium and Luxury helped the business to
stablish more brand loyalty rather than losing loyal customers. Apple’s competitor Samsung offers buy now
pay monthly to any bank account holders, but they charge certain interest.
Firstly, I would need human resources such as marketing specialist or content creator who will advertise
and promote the new payment facility through advert. Financial resources to ensure we advertise on
multichannel using different marketing strategy such as click per cost. I believe Apple have dedicated
marketing team who promotes the business in different platforms. The marketing team needs to ensure
they produce a content where they would advertise existing products such as recent released iPhone 14
(Yellow) and concluding the advert by informing the audiences that they can pay their phone contract with
any bank account.
Financial:
I would set smart target to achieve the aims and objectives to run the campaign successfully and ensure
the business goal is met which is to create brand loyalty. My aim is to create brand loyalty and objectives
are:
Increasing email marketing by 5% by next 12 months. This objective will help the business to let its
registered customers know about the new payment facility which would also help the business to
gain more sales.
Increase social media engagement for next 6 months. Here we would create content and make
aware of the new payment facility that the stakeholder can take advantage off. Engaging audiences
by asking their opinion whether they like the new facility.
Once the initial plan is set, we will undertake the test run through social media by engaging with
customers, and emailing registered customer to participate in short survey which will determine whether
the new campaign will be successful or needs any amendment. The campaign will not include any celebrity
endorsement, and this is because we will not be introducing new product but a service or way of payment
system which can be done by informing the target market through different digital marketing channels
such as Apple official website, email, advertisement on You Tube. Our main objective would be to create a
brand loyalty which will help both business and customers as business will gain sales and lead to profit and
customers will get good quality service and easier ways to purchase goods from Apple which determines
that are being valued by the Brand and this will also help the business to be recognised in other places by
their loyal customers.
2
Learning Aim C : Develop a digital marketing campaign for a selected product or brand
Title : Would you like to buy this?
Contents
Pages Topic covers
2 Produce an outline for a digital marketing campaign that will
create brand loyalty for a new or existing product or brand. P6
3-5 Produce a detailed digital marketing campaign and demonstrate
how it integrates into the wider marketing and promotional mix
for a new or existing product or brand. M3
5-7 Produce creatively a digital marketing campaign, justifying the
key decisions taken and potential improvements that could be
used to create brand loyalty. D3
1
, P6 A digital marketing campaign which will create brand loyalty.
Digital marketing is beneficial for any businesses because it helps the business to increase profitability (if
used successfully), increase brand awareness as the process reaches large number of stakeholders, can
expand to new customer segments, become competitive due to multichannel promotional methods and so
on.
I am going to create brand loyalty for Apple products by offering interest free, buy now pay later strategy
no matter what bank card the stakeholder uses to purchase a product. Apple specialises in technology
products such as smartphone, tablets, laptop, smart watches, monitor etc. Apple traditionally only offers
interest free pay later method to Barclays account holders which prevents other bank account holder such
as Halifax, HSBC, from benefiting this facility. This may have caused some loyal customers to leave or feel
un-valued. However, due to their brand personality which are Premium and Luxury helped the business to
stablish more brand loyalty rather than losing loyal customers. Apple’s competitor Samsung offers buy now
pay monthly to any bank account holders, but they charge certain interest.
Firstly, I would need human resources such as marketing specialist or content creator who will advertise
and promote the new payment facility through advert. Financial resources to ensure we advertise on
multichannel using different marketing strategy such as click per cost. I believe Apple have dedicated
marketing team who promotes the business in different platforms. The marketing team needs to ensure
they produce a content where they would advertise existing products such as recent released iPhone 14
(Yellow) and concluding the advert by informing the audiences that they can pay their phone contract with
any bank account.
Financial:
I would set smart target to achieve the aims and objectives to run the campaign successfully and ensure
the business goal is met which is to create brand loyalty. My aim is to create brand loyalty and objectives
are:
Increasing email marketing by 5% by next 12 months. This objective will help the business to let its
registered customers know about the new payment facility which would also help the business to
gain more sales.
Increase social media engagement for next 6 months. Here we would create content and make
aware of the new payment facility that the stakeholder can take advantage off. Engaging audiences
by asking their opinion whether they like the new facility.
Once the initial plan is set, we will undertake the test run through social media by engaging with
customers, and emailing registered customer to participate in short survey which will determine whether
the new campaign will be successful or needs any amendment. The campaign will not include any celebrity
endorsement, and this is because we will not be introducing new product but a service or way of payment
system which can be done by informing the target market through different digital marketing channels
such as Apple official website, email, advertisement on You Tube. Our main objective would be to create a
brand loyalty which will help both business and customers as business will gain sales and lead to profit and
customers will get good quality service and easier ways to purchase goods from Apple which determines
that are being valued by the Brand and this will also help the business to be recognised in other places by
their loyal customers.
2
