Webinar session deepa shah Mcim chartered marketer tutor

1. DIGITAL STRATEGY Webinar sessiondeepa shah Mcim chartered marketertutor

2. THE ASSIGNMENT The assignment comprises Three separate tasks that are linked together to form parts of the process to identify and then respond strategically to changes in the organization's digital marketing environment.

3. OVERVIEW CONTD… You are the Marketing Manager of the organization and have been asked by Senior Management of your organization to consider the use of influencer marketing within the digital marketing strategy and plan and to deliver improved engagement with the existing customers through the development of a strategic approach to influencer marketing.

4. OVERVIEW • What is Influencer Marketing ? • Influencer marketing refers to working with people who are considered influencers to promote a brand, campaign, or product. It is highly effective method to expand reach, create brand awareness, reinforce customer loyalty and drive conversions . • Influencer marketing is the process of partnering with influencers to promote a brand and its products or services. • It involves spotting the right influencers and working with them to create powerful campaigns that put an organizations brand at the center.

5. WHO ARE INFLUENCERS • Influencers are people who can influence the decisions and opinions of other people. • They are often perceived as industry experts. • They share a friendly rapport with their followers. • As a result of their influence, they tend to have a significant and loyal social media following. • They don’t live under the cover of secrecy, infact they use their social media profiles to maintain a connection with their fans, develop a trusted community of followers who perceive them as authority figures on certain subjects. Hence they are seen as roles models and often sworn by recommendations.

6. ADVANTAGES & DISADVANTAGES OF INFLUENCERS ADVANTAGES DISADVANTAGES • Influencers give direct access to their loyal and engaged fan base • Helps in reaching out and expanding brand awareness • Saves trouble in identifying and targeting the right audience • Increases credibility, generates new leads and sales • Same influencers can be used for other brands in different sectors- this can cause a confusion • If the public decides to be negative about the influencer resulting in drop in ratings affects the organizations brand

7. Your organization • The type of organization you use is open to you and you should discuss any creative approach that you feel is required with the tutor. The approach taken should be outlined within the organization overview. • The assignment is such that it can be tailored to any organization of any size. • This assignment has been developed so that it can be applied to all organizations, sizes and sectors.

8. TASK 1 • It is important to clearly state the organizations name, key information such as size, industry, market data, range of products or services, and its main competitors. A better part of this section should focus on the customer base and the level of maturity of the organization in the use of influencer marketing. It is important for students to understand the level of maturity in the use of influencer marketing. So need to tell the examiner whether the organisation is at beginner, intermediate or expert in using influencers) ( 1 side of an A4 page) • Clearly need to understand what influencer marketing is? Than investigate/ examine what are the strategic implications that is what impact has influencer marketing had on markets and organizations within your environment(industry sector). Areas that can be discussed is how has influencer marketing impacted on customer behavior? How has organization have had to adopt and change to deal with this digital disruption. What negative influencer marketing in relation to the organization sector has been. (750 words) • Evaluate/ judge or assess your organizations digital marketing mix; that is consider how the mix could be improved through influencer marketing. Each of the 7p’s should be considered; the strengths and weaknesses of the activities currently employed by the organization. State any opportunities for the use ,improvement of influencer marketing should be considered as the key outcome of the analysis. ( 750 words)

9. Task 2 • Develop and justify 2 digital marketing objective focused on improving stakeholder engagement through influencer marketing for your organization. Using the Pr Smiths 5s framework one can develop 2 digital marketing objectives. The 5 s ; Sell ( grow); Speak ( getting closer to the customer through dialogue and participation);Serve ( Add value i.e. customer satisfaction);Save ( save costs); Sizzle ( extending your brand online). When developing and justifying objectives evidence should be drawn from the responses in task 1 b & C. ( 500 words) • You are required to develop and justify an appropriate digital marketing strategy. You can either use MC KINSEY CONSUMER JOURNEY or RACE framework ( use only one model) and develop strategy. The influencer marketing strategy developed should focus on building trust and engagement with a specific customer segment or audience. The strategy should clearly show how it will deliver the digital marketing objectives mentioned in task 2a and supporting evidence can be drawn from task . (750 words) • This task students need to recommend and justify digital marketing mix i.e use 7ps and show how it will deliver the influencer marketing strategy for your chosen organization. ( 750 words)

10. TASK 3 • In this task students can draw a Gantt chart that would outline all the resources that will be required to implement the plan and activities mentioned in task 2c. The resources can include ; what activities will be done when during the year, who is responsible for those activities implementation and monitoring, the financial cost of those activities mentioned and what are the key performance indicators for each activity implemented. The Gantt chart needs to be as detailed as possible. (500words) • From the Gantt chart and the KPI mentioned in 3a you can recommend the key metrics such as interactions, share, comments, likes, leads , sign up etc and what methods one can recommend e.g. Google Analytics, Facebook Analytics, ( this is derived from the digital activities that have been recommended in task 2c). (500words) • Identify the key steps involved in the process of implementing the recommended methods for monitoring digital marketing metrics. The focus for what is to be measured and how it is measured needs to be drawn from the recommendation in task 3b. You can have a bullet point list of each stage, with a brief explanation of the relevance of each stage of the recommended process. ( 250 words)