using customers name in emails

firmographic- industry, job title, company

behavioural- purchasing and browsing habitats, brand interactions

event-based- page views, newsletter sub

transacrional- purchasing history, preffered payment method

-company size

-age

-transactional information

-main contacts- decision makers

-encourage track customer interaction with the company

-foster customer-satisfying behaviours

-link all process of the company from its customers through its suppliers

-allows companies to tightly focus in on their target market

-conversations with salespeople

-interactions via the web/mobile apps

-traditional phone converations

-wireless communications

pricing these offerings attractively

loyalty programs reward loyal customers for making multiple purchases

loyalty programs provide info about customers trend

use product and customer profiling online to reveal cross-selling opportunities while customers surf company websites

moderate users- offer more reinforcement of past purchase designs

heavy users- design around loyalty and reinforcement of purchase

-updating customers periodically on order status

-offer customer service opportunities with post-sale emails

-best customer profile can be used to profile potential customers

-overlay demographic and behavioural data on existing customer date

-use multichannel marketing to monitor purchases of customer shopping both in-store and online

-use RFID and radio-frequency indentification and technology to improve distribution

-customer wish lists

-recommendations based on purchase and search behaviour

-one click purchasing

social media and their use of data

6.3% of adults in UK had never used the internet in 2020, 7.5% in 2019

43% of primary search internet users use the internet to research new brands and products

15 mins long inc. Q&A

Working w Accenture on a social media plan for a brand selected out of a list

-Urban Decay

-Benefit

-M&S

-Netflix

-Innocent

-Dont Shop Swap

creativity of slides and clarity

appendix needs to include

- a letter that could be sent to existing customers to encourage repeat visits. (AI can be use to help create this)

- an email that can be sent to existing customers to encourage repeat visit. (AI can be use to help create this)

- a detailed schedule of social media posts (social media campaign): what will be said, at what time and say it will be posted, on which platforms, will images be attached and if yes, which images (attach the images).

cover page

exec summary

contents page

list of figures

introduction- brand, history, describe the topic

situational analysis- pestle pg. 93-94, swot/tows pg. 153-155, brand positioning maps, target audience pg. 51-52, market forecast (whats the market doing), competitor analysis (some already done w positioning maps) porters 5 forces pg. 71-73, brands financial standing (financial reports from website or somewhere on internet), customer journey touchpoints e.g. lifestyle stage- awareness, touchpoint online- social media website google search, touchpoint offline- shops word of mouth tv radio newspapers WRITE THIS INTO A TABLE AND PUT IN APPENDIX THEN TAKE OUT KEY POINTS PER AREA

-in terms of their clothing, M&S holds 3rd in UK dress market share, 2020 held 6th.

-M&S has reduced waste by a further 24% on last year through new interventions (Annual Report 2023)

-the implementation of high-speed electric vehicle charging points at 70 M&S stores (Annual Report 2023)

Weaknesses- product availablity and costs since new EU border regulations

-improvements the way we communicate the M&S brand to potential consumers, noting the production of the ITV show “Inside M&S at Christmas” to improve value and quality perception. (Annual Report 2023)

Opportunities- third party brands- brands that complement our own label can provide broader appeal and improved growth (Annual Report 2023)

Threats- cost of living crisis- customers arent willing to spend much on products, if M&S don't listen to this they are at risk of loosing customer relationships

Online grew 4.8% to £1.2bn, with strong growth in Click & Collect sales, which were up c.20%, with more than one third of orders now generated through the M&S App.

impressions- how many times ad content was displayed on screen

Cost per click CPC- amount charged when someone clicks on your ad

frequency- av. no. of times an ad is shown to each person.

Facebook advertising glossary

do you use ad blockers

dynamic increases the total no. of clicks

BUT studies show dynamic ads annoy customers more than static

make sure the link takes you straight to the product shown on the ad- people don't want to be scrolling through the website looking for the exact product.

if your choosing influencers select those who are seen as credible and fit with your target audience

use on tablet smartphones- 2019= 37%

2023- 44% (Kantar Media 2023)

builds a list of people

can track the entire of the customer journey

needs a clear aim before crafting

simple hello and ask what they might want from you

ask them how often they'd like to hear from you

product info bespoke to what they want

correct visuals and audio to enhance the story- new tik tok music requirement with universal- potentially could be sub music groups- pop music could be unusable

keep short and sweet

Instagram, Facebook, and Twitter 15-30 secs

Youtube- 30 secs- 2 mins

measureable- success metrics to determine if the objective was met

achieveable- accepted as possible by those who must do it

relevant- is it related to the work of those assignd

time-bound- clear time-frame for achieving a desired outcome

-possible objective could be building on the average revenue growth rate of ....

followers present- 466K from 12/02/24

how many days in a month- 30

how many days in a year- 365

so M&S Instagram account has existed for X amount of days

Jan 24- no of followers=

av. growth of followers per day= (no. of followers / no. of days account has existed for)

Jan 25- no of followers=

objective- building on a daily average follower growth rate of...., it looks feasible to achieve an additional .... new followers by the end of jan 2025

-acts as a surrogate or embodiment of a company

-sets expectations for the kind of relationship one may expect from a firm

-provides a set of qualities through which a customer may from an attachment to the firm

what you need to do

marketplace analysis to identify target segments

-segments share specfic characteristics e.g. age range, income, goals, needs, behaviours, expectations, motivation factors, digital media consumption, relevant types of digital content

who is aware, who out of those people are interested, do any of them desire our product, who actually buys?

May help map out customer journey touchpoints for enhancing online and offline customer experiences

offline- tube posters, billboards, mail drop throughs

online- sign up with ad ons,

Act- engage an audience with the brand on its website or other online presence to encourage them to interact with a company or other customers. the aim of the Act stage is lead generation e.g. gail permission to market to a prospect using email, SMS or mobile app notifs.

Convert- achieve conversion to generate sales on web presences and offline.

Engage- build customer relationships through time to achieve retention goals.

how much is global clothing industry worth- how much is the uk market- how much of that is taken by M&S

narrow down the brand positioning map

-ansoff's matrix- which strategy is the likely best suited to go ahead with our plan

-what is ansoff's matrix used for

-discuss the benefits and disadvantages of the matrix

half a page

virtual ecosystem

various purposes- social networking, online gaming, education, training, shopping

flexibility- communications that switch from one perspective to another &/or multiple ideas.

elaboration- communications that either contain unexpected details &/or are structured in such a way that they encourage recipients to move beyond the basis of the message to something that is more complicated or sophisticated.

synthesis- communications that blend 2 or more otherwise unconnected ideas within one message.

artistic value- communications that contain attractive or striking artistic visual or auditory impressions.

-describe them, evaluate their functions/uses/ pros and cons

-marketing mix- 4 P's- 4 ps for each tactic

-whats the key channel- email, letter, online event, Instagram paid ads?

-whats the metrics for success- increase engagement, increase followers, referrals from social media to website/app.

-calendar of content- what will be posted, when, why

-product- if they have a sustainable line- how are you going to promote it

-pricing- any discounts your going to include, will prices be different for different lines e.g. sustainable,

brand tone of voice, logo

milestone plan- key milestones of your campaign diary which you either put in section or appendix. needs to show when and how consumers will be reminded of your brands offering, any introducing of new offers, campaigns throughout a 12-month length.- table of key milestones, when will be looking at the rate of achievement

budget- how much will your campaigns cost? rough costs- provide a table

an email

detailed schedule of digital marketing calendar- key events in body of work

contents

supporting visuals- image references

intro

situational anylisis- swot and pestle

objectives

strategy

tactics and actions

control and evaluation