Digital marketing plan for studying L'Oréal, Study Guides, Projects, Research of Digital Marketing

Download Digital marketing plan for studying L'Oréal and more Study Guides, Projects, Research Digital Marketing in PDF only on Docsity! DIGITAL MARKETING PLAN Group Members: Bandong, Jervie Lyle Bosita, Justin Joseph Bueno, Alyssa Samantha Casapao, Jelian M3A Mr. Alan C. Pagsuyuin 2021 Table of Contents pg I. Planning the Platform ……………………………………………. Brand Purpose ……………………………………………. 01 Background Information ……………………………………………. 01 Target Audience ……………………………………………. Consumer Profile …………………………………………… General Behavior from Target Audience ……………………………………………. Objectives ……………………………………………. Key Performance Indicators ……………………………………………. II. Creating the Platform ……………………………………………. Platform Value Proposition ……………………………………………. Optimal Channel Mix …………………………………………… Customer Journey Map ……………………………………………. Content Plan ……………………………………………. III. Publicizing the Platform ……………………………………………. Additional Implementation Details ……………………………………………. IV. Analysis and Optimization ……………………………………………. - creating vlogs as a way to document her travels - publishing vlogs regarding her travels As far as technographics classification is concerned, the primary target market falls under the Creator group since the customer persona mostly uses the internet to upload photos and videos as well as creating and publishing vlogs. General Behavior from Target Audience 1. The target audience is a heavy user of social media platforms such as Facebook and Instagram in their day-to-day lives. This would be an opportunity for them to be tapped by companies in terms of promoting and reviewing their products. A highly- engaging interaction between the company and the target audience could solicit others (fans and followers) to try and test the product as well 2. The target audience utilizes the YouTube platform to either post or consume content. The behavior would greatly increase the chances of random advertisements getting picked up by the audience or have the option to expand a product’s reach 3. The target audience takes the time to visit websites, in particular, those in the beauty industry as a way of browsing new products, colors, textures, etc. that is needed as to create the concept of “variety in appearance” 4. The target audience constantly access emails as one of the ways to be notified of promotions, new product offerings, and limited-time/exclusive discounts and access 5. The target audience is fond of looking for product reviews posted by other people as a way to measure if the product is enticing enough to be purchased 6. The target audience looks forward to events that could potentially increase her knowledge on products, gain a benefit from, and have a sense of being part of the brand that the audience could use to spread the reach of the product and, at the same time, the audience itself Overall Objectives Primarily, the digital marketing plan aims to increase profitability, awareness, and brand reach on the consumer market through several platforms and strategies. Therefore L'Oréal would realize its goals to: GOAL 1: To increase brand awareness by 35% by the end of the year GOAL 2: To increase market share by 10% in 1st Quarter of 2022 GOAL 3: To improve and increase customer traffic in digital platforms by 50% GOAL 4: To increase ROI by 20% by the end of the year Key Performance Indicators In realizing the goals set, L'Oréal needs to determine KPI factors that would help through: - Increased traffic in online platforms (websites, social media) - Better perceived value from prospect customers - Increased net promoter score - Increased average time spent on online platforms (websites, social media) - Enhanced SEO targeted at customers - Improved UX in customer site visits and UI on online platforms - Increased customer engagement through shares, comments, likes, and conversion rates CREATING THE PLATFORM Platform Value Proposition L'Oréal’s mantra “ BECAUSE YOU’RE WORTH IT” is bound from L'Oréal’s conception and has yet proven to be timeless. The promise of value that L'Oréal gives and provides to what women think - passion, innovation, quest for excellence, responsibility, self-confidence, style, convictions, and efforts. The message that L'Oréal brings: “women can assert and allow themselves to be who they really are” Optimal Channel Mix Channel Details EMAIL L'Oréal effectively utilizes e-mail marketing campaigns in circumstances such as: (1) welcoming new subscribers, (2) promoting new product offerings, (3) notifying on exclusive or limited-time promotions, (4) re- engaging with inactive customers, and (5) invitation on checking out different media channels of L'Oréal. BLOGS L'Oréal continues to connect with its customer base through bringing out new content on a frequent basis. By generating new content that are likely to gain interest of L'Oréal’s target customer, it would focus on blogs about tips/advice on using L'Oréal products, customer care, and generally contents on how L'Oréal strongly resonates with its consumers SOCIAL NETWORK With the abundant availability of social networks, L'Oréal leverages social platforms such as Facebook and Instagram in order to effectively distribute advertisements and reach its target audience. As the majority of the target market is utilizing these social networks, the implementation of marketing strategies (content marketing) on these networks would enable L'Oréal to be more engaged. OTHER CHANNEL MEDIA YouTube is one of the most used media channels of L'Oréal's primary target market considering that they are mostly influencers/content creators. This gives the brand all the more reason to utilize this channel so as to produce content that will further build and enhance its image to the market and increase sales volume by having this strategy to acquire new customers and retain existing ones. COMPANY WEBSITE L'Oréal’s company website is designed in such a way that is not only visually pleasing and enticing for website visitors, but also maintains a good UX and user-friendly website UI that is accessible, easy to navigate, interactive, reflects the essence of the brand, a hub for other L'Oréal channels and content, and ultimately, provides value that would convert leads to customers/consumers Barriers - Not trusting of others’ opinions - Not trusting from referrals - Lack of positive reviews - Product Cost - Lack of care instructions in product packaging - Product does no effect after using Content Plan The company will both utilize Offline and Online/digital strategies so as to achieve the target objectives. Specifically, the content plan for email marketing is as follows: Content Purpose Frequency Promotions To positively influence the buying behavior of L'Oréal’s target audience through promotion of new product offerings and limited-time offers. Furthermore, email as a marketing medium, would be beneficial to gain new subscribers and to re-engage with inactive customers since the majority of them are utilizing this as a communication system– prospects are mainly part of young professionals. Promotions will be very efficient with the help of Email Marketing as a way of triggering Fear of Missing Out (FOMO) among L'Oréal’s target audience since some of them are dealing with that. This will also allow customers to keep-an-eye-on different media channels of L'Oréal after being notified with the promotional email resulting in revenue growth, customer loyalty and retention. Twice a month (2x/month) Events invitation To have an opportunity for L'Oréal to collaborate with well-known influencers as well as sending event invitations with the motive of holding virtual meet Weekly and greets that would create excitement and attract the target audience. Events invitation via email will stimulate the curiosity of its prospects, specifically the customers who are part of young professionals. This would not only help to share the brand’s purpose which is to celebrate all expressions of beauty through campaigns but more importantly, this will improve customer traffic on digital platforms, increase response rate and brand awareness. Subscription deals To convert visitors into new email subscribers by offering membership deals to the target audience. This content will make way for utilizing email marketing campaigns effectively such as engaging them to be the first one to receive exclusive offers, rewards and discounts. For this reason, this will be a win-win situation for the brand and its customers. The target audience of L'Oréal are predominantly experiencing emotional needs like identifying how to gain self-confidence and also on how to cope up with anxiety. In line with this, the brand puts an emphasis in creating emotional connection with its customers to the extent of creating beauty products that would positively impact their well-being and self-confidence. Membership deals via email would also increase sales offtake and improve UX in customer site visits. Weekly Content Plan for Youtube Content Purpose Frequency Video Advertising To run a successful video ad campaign for the brand to be able to engage with L'Oréal’s valuable audiences on the world’s biggest platform. A way of advertising the brand’s video content on Weekly YouTube or in search results for it to maximize user reach. This might be a brand's video playing before a user views another's video or exposure in YouTube search results for people to observe fully. Additionally, this will drive more views and subscribers for L'Oréal’s Youtube Channel while maximizing organic reach and improving brand awareness. Channel Memberships Channel memberships allow viewers to affix L'Oréal’s channel through monthly recurring payments and acquire perks like badges, emojis, and contents that the brand can offer such as live streams, community posts, live chats, and more. YouTube Channel Memberships can be used alongside the L'Oréal’s existing sponsored content and advertising revenues without dramatically adding to its workload by just making some custom emojis and uploading occasional bonus content like lipstick close-up swatches/makeup tutorials highlighting the brand’s best lipstick shades. This will increase the average time spent on online platforms and the customer engagements. Twice a month (2x/month) Content Plan for Instagram Content Purpose Frequency Instagram Ads To utilize this for a high performing post that can take the engagements to the next level like converting potential customers to repeat ones. Instagram is fully integrated with Facebook Ads, so L'Oréal gets the advantages of Facebook’s superior campaign customization options, diverse formatting, and diverse targeting capabilities combined with Instagram’s high engagement. This will be valuable to increase traffic in online platforms and its conversion rates. At least thrice a week (3x/week) IGTV series To have an opportunity to efficiently enlighten and entertain audiences while having the chance for community building and boosting the visibility of L'Oréal’s products specifically, their lipsticks. Primarily, Twice a month (2x/month) these hashtags as they are placed top at the left corner of their homepage accounts and see the content that L'Oréal is promoting while also allowing them to freely join in the conversation on their preferred topics and the likes. Promoted promotional tweets that appear on users timeline To give emphasis on the specific product on promo that L'Oréal would like to sell faster to consumers or promos that are least sold. The promoted tweet offers high engagement and visibility as it appears on top of their homepages/timelines of their twitter accounts. Weekly Opening and pinning of twitter threads to showcase a series of good reviews on a specific purchase and highlighting the experiences of consumers towards a product To give the target audience a bigger picture or loads of information regarding recent purchase experiences or reviews of other consumers with L'Oréal, twitter threads allow sharing that content to everyone for easy access and convenience. At least thrice a week (3x/week) PUBLICIZING THE PLATFORM TYPE Messaging ● Regular E-mails ○ Promotions ○ Offers ○ Sales ○ Discounts ○ Event Invitations ○ Announcements ○ Upcoming events ○ Brand Deals ● Social Media Interactive Elements Notifications ○ Mentions ○ Tags ○ Copy links ○ Automated Replies ○ Automated Messages ○ Bell notification sent ● Short Message Services Notifications Owned ● L'Oréal’s Company Website ● Social Networking Sites ○ Facebook ○ Twitter ○ Instagram ○ Youtube ● L'Oréal’s Beauty Blogs ● L'Oréal’s Youtube Channel Earned ● Consumer Reviews ● Social Networking Shares/Engagement ○ Facebook Likes/Comments/Shares/Tags ○ Instagram Hearts/Shares/Mention/Tags ○ Twitter Tweets/Mentions/Hearts/Hashtags/Retw eets ○ Youtube Likes/Comments/Shares/Hashtags ● Social Media Influencers ● Beauty Gurus Vlogs/Blogs ● Media Coverages Paid ● Social Media Ads ○ Facebook Ads ○ Messenger Lead Generation ○ Promoted Tweets ○ Instagram Boosted Posts ○ Youtube Video Advertising ● Collaborations ○ Influencers, Beauty Gurus, Celebrities ● Pay-per-click ● Search Engines ● Advertisement Displays on Websites Shared ● Social Forums ● Live Streams ● Live Chats ● Social Media Networking Sites ● Community posts Additional Implementation details ● Negotiation with selected shopping malls should be done so as to allow the employee to get individual emails of customers. ● Subscription to L'Oréal’s clique is given to customers when: - Registering names and email addresses online - Visiting events initiated by the company and L'Oréal’s clique ● Subscription entitlements (L'Oréal’s clique) - Discount promos - Rebates/rewards points - Tie ups with other cosmetic companies - Participation in L'Oréal’s clique activities - Free posting/publishing of videos and photos ● First line of virtual makeup for social media and video calling apps (L'Oréal's AR filters) ● Webinar interviews from the natural beauty industry (including micro- influencers) ANALYSIS AND OPTIMIZATION SALES FUNNEL