Initial consultation with stakeholders (in this case it may be your trainer and assessor who will act as the senior manager and your direct supervisor) 2. Mission, Vision and objectives of the organisation in regard to the product or service o The objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following: o What the ‘Return on investment’ will be? This may include increased customer spend, greater brand awareness, an increase in visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business. o Define objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey. o Make sure that your objectives reflect exactly what you will be measured on (KPI’s). 3. Summary of strategies and tactics to be used - Once your objectives have been defined, you need to provide a top level summary of your Strategy – outlining how you are going to use digital marketing to meet them. The strategy should summarise the ‘bigger picture’ without yet going into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used. 4. A brief summary of the marketing environment for this product or service 5. Projected outcomes and ‘return on investment’. Details can be included in budget or costing section. Initial consultation outcomes: An initial consultation meeting was set with the senior manager and supervisor in order to ensure that this marketing plan will reflect all the best ideas and can therefore turn into the best future decision whereby it is a must include others in the development process. When exchanging the brief and initial information, either manager and supervisor clarify that would be appropriate to involve any necessary department or personnel to develop the plan in any stage. Mission, Objectives : ASOS’ mission is to become the world's number-one destination for fashion-loving 20- somethings. ASOS is a unique, multi-platform experience that truly resonates with the people who use it, because it is built for them. The most important objective of this report is to acquire traffic to ASOS web portal. The objective of this e-marketing plan is to increase the consumer traffic and loyalty to ASOS’s website. The following are the main goals of this e-marketing report: - To acquire traffic through digital marketing - To raise awareness through buzz media by getting 2500 potential customers to talk about the brand every quarter - To retain the customers loyalty and preference of 13.4m active consumers - To improve conversion ratios by 10% by the end of the next financial year Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019 Page 8
T-1.8.1_v3 - To attract 20m unique users a month (previously at 13m a month) Summary of Strategies and tactics to be used :
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- Jennifer Sheldon