Beruflich Dokumente
Kultur Dokumente
This is a long-form digital plan for senior managers who are not experienced in digital marketing or
“digital natives”, so context, explanation and justification of the plan is needed to obtain buy-in and
future investment. In other organisations with managers with improved understanding of digital
marketing or a culture requiring shorter plans, the one page summary tables will be sufficient to
communicate the digital strategy with a presentation to explain it.
Blank templates for the tables for the most important parts of this plan are available in our Digital
marketing workbook download.
Page 1 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
2.1.4 Digital channel specific SWOT analysis and strategy summary ................................................. 9
3.1 OBJECTIVE 1: TO INCREASE THE REACH OF OUR CURRENT WEBSITE FROM 250,000 UNIQUE
VISITORS PER MONTH TO 400,000 OVER 12 MONTHS USING EARNED MEDIA ............................... 12
3.2 OBJECTIVE 2. TO INCREASE THE NUMBER OF SOCIAL SHARE ACTIONS FROM 0.5% TO 1%
WITHIN 12 MONTHS ......................................................................................................................... 15
3.3 OBJECTIVE 3. TO INCREASE OUR WEB CONVERSION RATE FROM 2.1% TO 2.6%. ..................... 16
3.4 OBJECTIVE 4: TO INCREASE AVERAGE ORDER VALUE FROM £58 TO £75 WITHIN 12 MONTHS 16
4.1 Summary of actions a budget for our 6 month plan to mid 2017 .............................................. 18
Page 2 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
1 We report and set targets for conversion rate consistent with Google Analytics reporting which defines conversion rates
as the number of sales transactions divided by the number of visitor sessions in a period expressed as a percentage. Some
believe conversion should be expressed as percentage of unique visitors. We use a more detailed conversion-based model
on which to base revenue by audience type and channel also.
Page 3 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
Initially there was concern that the existing customer base would be cannibalised, but the transition
was managed so that the existing customers achieved a lower price point than Wow Accessories
selling direct.
Defend our market position; more competitors are appearing and are copying product lines
(join Anti Copying in Design (ACID) - see http://www.acid.uk.com)
Create a product development plan; so that a stream of new products are planned and in
the pipeline
Better define our customer base; create personas to maximise the marketing budget
Understand omnichannel marketing and what this means to our customers
Create a digital marketing plan to manage and monitor our online strategy
Page 4 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
People Processes
•Web developers, content creators, •Standard delivery is free
photographers, product sourcing •Next day is available at a cost
This document is the digital marketing plan and whilst it covers some of the above areas, more work
is needed. This will be scheduled in Q2 with the resources identified to undertake the work.
This plan combines use of two recognised methods of structuring digital marketing plans used
throughout the Digital Strategy Toolkit – Smart Insights’ RACE Digital Marketing Planning™ and PR
Smith’s SOSTAC®.
RACE Digital Marketing Planning™ See post Introducing RACE = A practical framework to improve your
digital marketing.
SOSTAC® first appeared in PR Smith’s Marketing Communications books where it is still used. Further
details available from PR Smith’s site (www.prsmith.org).
Smith, P. (2012) Marketing Communications: Integrating offline and online with social media, 5th edn.
Kogan Page, London.
Smith, P.R. (2012) The SOSTAC® Guide - to writing the perfect plan V1.1 [Kindle Edition]
Page 5 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
OVERALL GOAL: To increase digital channel sales from £5.8 million to £9 million within 12 months.
VISION: To increase visibility of the Party Central Brand and our products across owned, earned and
paid media such that we are the most searched for destination brand in our category. Improve the
overall customer experience so that we have the highest customer satisfaction rating in our
category.
OBJECTIVE 1: REACH: increase the reach of our current website from 250,000 unique visitors per
month to 400,000 over 12 months focusing on earned media.
OBJECTIVE 2: ACT - increase the number of social share actions from 0.5% to 1% within 12
months.
OBJECTIVE 3: CONVERT: increase our web conversion rate from 2.1% to 2.6%.
OBJECTIVE 4: CONVERT: increase average order value from £58 to £75 within 12 months.
OBJECTIVE 5. ENGAGE: engage our customers so that 2% encourage a friend to buy from us.
OBJECTIVE 6. ENGAGE: improve repeat customer conversion from 8% to 12%.
This opportunity from digital marketing is based on our current performance shown through
analytics and marketplace analysis including market estimates for customer demand levels for online
services and competitor use.
Page 6 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
30% active
2.12 Promotion
Page 7 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
Page 8 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
• R: Partnering with • RE: SMO (Social media • C: CRO including mobile CRO
complementary sites optimisation)
• ACE: Implement personalised
• R: Advertising on mobile • ACE: Improve Basket abandon recommendations
platforms emails, create mobile templates
• G: Make case for Digital Marketing
• AC: Research and purchase via • BR: Develop strategic media Exec
apps, smartphones and tablets partnerships
Page 9 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
limits targeting
Page 10 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
Engagement: Improve repeat customer conversion rate by evaluation of customer loyalty and
customer satisfaction drivers
Page 11 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
Our sales goal has been agreed and these marketing objectives show how this will be achieved.
Our objectives are shown here, with the rationale so we are clear on the targets.
Our current website generates 250,000 unique visitors per month who make 400,000 visits.
There is an average 2.1% conversion rate from visit (session) to sale.
There are uplifts at specific times of year, the greatest towards December
Turnover for the current full year is forecast to be £5.8 million.
Social
Web visits
visits
Products
views
Sales
What is our segmentation and targeting strategy?
This table reviews and prioritises all the potential opportunities for delivering more relevant
messaging to increase response and sale from prospects and customers.
Page 12 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
3. Content Using ad networks including GDN We are not using this P1: This is a missed
consumption and remarketing technique opportunity. Implement
remarketing.
4. SN interest- E.G. Facebook, LinkedIn and We are not using this P2: Trial Twitter and
based targeting Twitter interests technique Facebook custom
audiences targeting
5. Web personas Combine other characteristics We use this technique – P3: Need to prioritise
and behaviours but targeting each
equally.
6. Customer Target Email and Web messages We have a welcome P3: Develop reactivation
lifecycle according to length of time using strategy, but that’s it for
online services automated. However
good levels of customer
activity.
7. Customer Review current and future We need to improve this P2: Evaluate and target
value potential for existing customers technique. customers by current and
future predicted value
8. Campaign Use “sense and respond” Not using sufficiently – Likely to be following year
message behavioural targeting based on need to get value-based
response and RFM (Recency, Frequency and targeting right first.
behaviour Monetary value)
9. Buying Evaluation method and Not to be used for N/A
motivations sensitivity to pricing against targeting
and features, benefits, brand value
behaviours
10. Channel Communicate with customer in We should target P1: Reduce direct mail
preference their preferred media e.g. Email customers who are most volumes by reviewing
vs Print and Phone (and responsive by direct mail who responds to email
according to value) preferentially. marketing and site
personalisation
Natural (organic) search currently accounts for 43% of visits and 54% of sales (Last click)
Given the current importance of SEO and analysis that shows that some product categories gain far
fewer visitors, we aim to invest more in SEO focusing on these techniques:
Page 13 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
The Facebook page includes a ‘new products’ section and our Google Analytics shows us that
this drives an average of 1,000 new sales to our website each month (1%). Whilst this is low,
these are higher spending visitors with an average spend of £150. They particularly buy the
‘colour sets’ (e.g. coral earrings, matching necklace and bangles) and 30% opt for the express
delivery service.
For ads, we’re estimating a £1.12 cost per click and a 0.5% clickthrough rate and a lower average
basket of £40.
Revenue per visit is based on a lower than average £40 Average Order Value and 2.5%
conversion rate to sale. Conversion rates are higher than average since these are targeted
products ads based on intent.
This will cover the cost of the campaign and generate additional likes, which will in turn,
generate further sales.
ACTION: We will start a Facebook ad campaign, to promote specific products, driving more traffic
to the website.
Twitter
We have a total of 42,000 Twitter followers across two pages but we do not know how many
duplicates may exist. We have two Twitter pages for historical reasons:
Page 1 Party Central - has 7,000 likes and was aimed at our wholesale customers
Page 2 Wow Accessories - has 35,000 likes and was created when we started to market
the business direct to end customers
At this point in time Twitter will not allow us to merge the pages.
It is not ideal having these two pages and at some point we need to think about how we manage
these going forward. At the moment, we duplicate content on both and the overall impact is
diluted.
We use our Wow Accessories Twitter page for ‘flash sales’, to promote seasonal party packs and
to communicate with journalists. Since our MD won the Business Woman of the Year award, we
have been inundated with interview requests via both Twitter pages.
Google Analytics shows us that Twitter drives an average of 10% new visitors to our website
each month. So 35,000 fans deliver 3,500 visitors a month, with a higher conversion rate of 1%
(they will be shown an image before clicking) and a higher spend rate (£72 per basket).
Our campaign will focus on promoted tweets, selected by Twitter. This is our estimate of
returns.
Page 14 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
Revenue per click is based on an average £40 Average Order Value and 2.5% conversion rate to
sale. Conversion rates are higher than average since these are targeted products ads based on
intent.
ACTION: We will start a Twitter ad campaign, promoting specific products to the shopping cart
direct page, driving more traffic to the website.
Our website includes a space where our visitors can share their purchase with friends. Less than
0.5% do so. Earlier customer research revealed this was because customers did not want to admit to
“having spent only £15 on a knockout necklace”. Our way around this is rather than including shares
of purchases, to get customers to share images; on the website, Facebook, Twitter and Pinterest.
We know that when images are shared, sales are generated. Our Google Analytics isn’t totally
configured as needed, but the stats we do get show that clickthrough to sale from an image is 0.5%.
Therefore the more images are available and the more that the images are shared, the more sales
increase.
Pinterest
Note to directors
Pinterest is an online image sharing site, where the images are added to pinboards. This social
media site is popular in the USA and the UK with women and especially those organising events,
parties, weddings. The benefit of Pinterest is when we pin an image to a board, we can embed
the URL of the actual product page, taking customers direct to ‘add to cart’. People adding pins
are called ‘pinners’.
Our Pinterest page includes 120 pinboards with over 1,100 images.
The metrics are a little different to Facebook and Twitter, so we have 6,000+ likes for various images
and yet only 1,000 followers
The Pinterest boards include products by season, colour, theme as well as other images that we
have included. For example in the Halloween party section, we’ve added pumpkins, winter soup
recipes from other pinners.
Our Google Analytics shows us that Pinterest drives an average of 500 new sales to our website
each month. Whilst this is low, these are higher spending visitors with an average spend of
£180. They particularly buy the ‘party packs’ and 25% opt for the express delivery service.
Advertising with Pinterest is more complicated at the moment. We will therefore focus on
pinning images (and video) using internal resources.
Page 15 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
We are stretched with marketing resources at the moment, but we will need to consider Instagram
at some stage. This is an image sharing website – similar to Pinterest, but often shows ‘behind the
scenes’ and it’s popular with people aged 16 to 24, especially students.
ACTION: Seek intern for summer months to build up images on our Pinterest page.
There is much research about ‘social proof’ which means people seeing the number who like our
page andseeing that genuine buyers have reviewed our products. At the moment we do not have a
‘review product’ facility.
Additionally we need to show delivery charges for overseas orders earlier. When an item is added to
the basket we could suggest ‘add country to calculate delivery’. This will reduce the abandoned
baskets from overseas orders.
ACTION: Implement AB and multivariate testing to deliver more compelling brand messaging for
our Proposition across different page template types
ACTION: Explore review systems and add onto website within 4 months.
Our average order value is £58 and in December this increases to £98. The easiest way to increase
average order value is to offer free shipping for orders of £75 and over. We would need to specify
this as ‘standard shipping’ for UK mainland orders only.
Additionally we may consider ‘added value’ and offering a ‘free gift’ with orders over £70. We have
significant stock of small make-up bags and this would be a great way to move the stock, give
something back to the customers and increase order value.
30% of our orders are from overseas: Ireland, Australia, Denmark and Sweden are the main export
destinations. We could offer free shipping to Ireland for orders over €100, especially if we can
organise a courier service that collects twice a week, so we have two weekly deliveries and can gain
a better rate.
Page 16 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
We know our accessories are very shareable. Our images are popular on Facebook and our
‘transform your dress’ pages gain many views. This is all valuable content with which we could do
more.
This creates several actions. First we don’t yet have a newsletter. Our content strategy to date has
been tactical with images shared with customers as they become available. Occasional email blasts
have taken place, normally towards the end of a season to make way for new stock, however we
have never adopted the newsletter route.
We use Mailchimp at the moment but we’re not sure whether there are better options.
The second action is about personalising the newsletters and we understand with the new CRM
system we will be able to better harness those who abandon carts, make a purchase at a specific
time. This will involve creating ‘recipes’ so those that purchased this, might like that – along the lines
of an Amazon product suggestion.
We have many tips buried on different pages of the website. These need to be better curated and
organised so that they are found, the user journey improves and to enable us to do more with the
content.
ACTION: Extract and curate content from our site to maximise relevant on-page content
Page 17 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
4.1 Summary of actions a budget for our 6 month plan to mid 2017
Page 18 of 19
PARTY CENTRAL RACE DIGITAL MARKETING PLAN
Reach
Act
Convert
Engage
Branding
Page 19 of 19