Strategic Planning in Digital Marketing

Creating clusters of digital and social media tactics, channels and communication approaches to use for acquisition, conversion and retention

Digital marketing tactics are one of the important strategic planning of the multinational corporations which are dealing with the global clients. The organisations try to develop effective strategic planning to promote the firms, products and services that the business offers to the customers. Through the digital marketing strategic planning, it is possible for the business leader to establish the organisation in the market and create new customers base across the globe. Product promotional strategies are mandatory in this regard where the digital marketing activities pare playing crucial role to enhance promotional tactics and represent the organisational products and services in the market (Kannan, 2017). The business leaders choose a particular product and develop digital marketing strategic planning in order to retain the old and new customers and utilise the digital platform inclusion social media, marketing through social campaigning, Facebook posts, YouTube videos, Instagram pictures and on the other hand, creating public relation, email marketing and website development. These strategic tactics of digital marketing are fruitful for the organisations to present the business in the global market to attract the consumers in the market through promotional activities (Chaffey, 2019).

The online platform also provides a scope to the organisation to access the market to attract the audiences and convert them to customers efficiently though digital marketing planning. The organisations also can utilise he online platform to enhance communication with the customers and engage with them by customer’s acquisition and conversation. Retention techniques are also developed through choosing the lever for the organisation where the product levers, pricing levers, paid tactics, organics tactics and channels are important to choose for better placement of the organisational products and services in the market through digital media marketing techniques. In this regard, the product is the hamburgers of McDonald are which is famous around the international markets (Lopes, 2017). The products base is strong to attract the audiences in the market where the firm is operating across the globe and is successful to stabilise their business through social media marketing. The organisation McDonald’s generated review in the last year with US $31.076 billion and it has strong customers base where the company is able to strengthen their customers and retain them for long run.

in the recent competitive fast food industry, it is mandatory for the organisation to identify the customers segments and target the audiences through developing digital marketing levers of product, price, organic and paid tactics so that the promotional activities and strategic planning of digital marketing of McDonald’s would be beneficial for the firm to enhance market communication, engage with the customers and retain a huge numbers of buyers across differ social communities (Lauren, 2019). McDonald’s has 38,695 restaurants worldwide and it is also efficient to manage their online operations and invest a lump sum amount for digital marketing strategy as in the recent digitalisation era, the customers prefer to make purchase decision online by utilising ecommerce service facilities and it would be beneficial for the company to strategise their digital marketing for successful customers retention (Lalonde, 2018). The digital marketing Lever cluster/ combination will be developed for the organisational product hamburgers which would be beneficial for the company McDonald’s to sustain in the market and ensure high customers acquisition and retention.

Acquisition strategy

Conversion strategy

Retention strategy

Mock-up & annotate examples of individual touch points for each stage based on the clusters

Creating an example touch point for a single acquisition combination/cluster

Target audiences:

For the acquisition strategy of the company, the major target customers are those who search for the easy and tasty lunch offers at central London and also for the people who search for the tasty combo offers of McDonald’s.

Their value:

The customer’s values are status of the organisation, quality standard of the food items, available combo meals and including products on the combo, location, serving time and pricing. These are the major factors on which the customer’s values depend.

Stage of relationship:

Acquisition

Next action:

Click on the hyperlink on the Google page and review the items under combo meal for lunch.

Justification:

As per the potential customer’s values, the levers are effective which further attract the audiences in the market.

The searched keyword of McDonald’s or the tasty lunch combo offers are effective to retain the clients.

The leavers are under organic tactics and aid characteristics where the customers can find the hyperlink of the organisational webpage and can place their order which one click options.

Issues:

Touch point is at acquisition justifying the need of the customers but with the increasing click through high customer’s acquisition rate, it is possible for the company’s representative to miss out the customers in the market (Gavrilas, 2019).

The leavers may be utilised to road map the sales process and retain the customers and for effective and regular updates, the information may be repeated which further wastes the space of advertisement.

Creating an example touch point for a single conversion combination/cluster

The web page of McDonald’s is designed efficiently to increase conversation rate and the major touch point of the conversion rate is the designed web page through which the organisation is able to covert the audiences to the loyal customers of the company.

Target customers:

The individuals who clicked the hyperlink of McDonald’s and enter into the web page for consuming the products of the company by making effective purchase decision.

Stage of relationship:

Conversion

Next action:

Click on book now on the web page of McDonald’s

Justification:

Displaying advertisement and following the Google tips are mandatory for increasing conversion rate.

The banner ads message and the web page are effective to share the important organisational information with the customers to make effective purchase decision.

The other options at McDonald’s will be uploaded in the web page for better conversion rate.

Risks:

Having poor quality of image is a major risk factor in the recent years.

Lack of updates on the happy customers face.

Poor interpretation of the customers feedback on the web page of McDonald’s

Ineffective, unclear and complex messages about the product and pricing offers of McDonald’s on the web page (Downie, 2018).

Creating an example touch point for a single retention combination/cluster

Target customers:

The target customers for further retention of the consumers in the central London as well as for strengthening the customer’s base of the company are the searchers for great and tasty lunch menus.

Relationship:

Retention

Next actions:

Clicking the hyperlink of McDonald’s on their Instagram page for booking the attractive combo meal offers

Justifications:

The Instagram posts are effective for the customers to visits the webpage and see the clear pictures of available food items in McDonald’s.

The Instagram pictures are attached with suitable tag line which also attracts and retain the old as well as new customers.

The touch point complements and UGC strategy are helpful to create effective content to represent the brand in social media.

It is effective for ensuring more visual activities of the brand and increase engagement with the audiences in the market (Campbell, 2019).

Risks:

Effective Instagram native adds provoke emotions

The touch point needs to be measured at optimal lever; otherwise it leads to wastage of money and time.

It has possibility of harmful UGC that may damages the brand image.

Providing and discussing data to demonstrate achievement of your acquisition, conversion communications objectives for your consultancy’s assets

The organisational digital marketing strategic planning of McDonald’s is appropriate for launching the best products and maintain the quality of food items and packaging style for creating customer values. On the other hand, the organisation is also successful to set affordable price for retaining the long run and trustworthy customers in London. The major KPIs (key performance Indicators) are such as social media campaigning; email marketing and Instagram posts where the company is successful to retain the customers by ensuring increasing acquisition and conversion rate. The organisational activities and the KPIs are the major success factors of McDonald’s to secure future sustainable development and strengthen the customer’s base for long run (Blank, 2019). The organisation is also efficient to manage the digital campaigning and its own website for handling the customers and apart from that, the mobile application is one of the innovative digital marketing strategy, where the organisation must focus on increasing advertisement of mobile marketing so that the customers would download the apps for easy and fast placement of orders.

As per the above analysis, the organisation must develop further strategy to increase brand visibility and ensure appropriate branding so that it would be possible to retain the customers or long run. There is lack of activities on blogs posts and Facebook activities which may deteriorate the digital marketing efficiency of McDonald’s. Additionally, the company also lacks to create the website and mobile application, where it is mandatory to develop one click option for the customers to place their orders easily and pay safely (Kingsnorth, 2019). The recommendations for the organisations will be developed further after in depth analysis and evaluation for ensuring high market communication and successful retention of the customers in the market.

Reviewing the initiatives you put in place to promote achieve these digital communications objectives, including a reflection on what you would do differently were you to repeat this exercise

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The above mentioned initiatives are effective for the organisation to have strong digital marketing activities and ensure high customer retention. The SEO content marketing and development of search engine through creating direct hyperlink to the order page to McDonald’s are also effective for the organisation to sustain in the competition and fulfil he objective so the acquisition, conversation and retention (Gilani, 2019). The communication between the organisational representatives and the customers are also possible through the digital media marketing strategy where McDonald’s mainly focuses on Instagram posts, SEO content development and website design where the customers can find the affordable and tasty meal combo for their lunch menu. The objectives of customer acquisition, conversion and retention will be discussed further with the initiatives taken place by the company McDonald’s where it is possible for the organisation to maximise communication with the target audiences.

The future initiative for the organisation to enhance their digital marketing strategic planning would be proposed further with the expected pros and cons.