Digital Marketing Plan - Final

MKT 30120
MindMyMadra Digital Marketing Plan
Group 25
Hannah Ward 10346299
Ciarán Ryan 11425208
Anne Sweeney 11386321
Barry Daly 1351291
Word Count 5,219

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Table of Contents
1. Executive Summary 3
2. Situational Analysis 4
2.1 Competitor Analysis 4
2.2 Micro-environment SWOT Analysis 6
2.3 Macro-environment PEST Analysis 7
3. Business Objectives, Digital Goals and KPI’s 8
3.1 Business Objectives 8
3.2 Digital Goals and KPI’s 8
4. Strategy 11
4.1 Online Value Proposition 11
4.2 Segmentation 11
4.3 Targeting 12
5. Tactics and Action Plan 14
5.1 Search Engine Optimization 14
5.2 Search Engine Marketing 16
5.3 E-mail Marketing 17
5.4 Content Marketing 17
5.5 Social Media 18
5.6 Mobile Marketing 20
6. Measurements 20
7. Campaign Launch, Conclusion and Timeline 21
8. References 23
8.1 Academic Journals 23
8.2 Online References 23
9. Appendices 26

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1 Executive Summary
MindMyMadra is a revolutionary start-up company catering to the animal hospitality
market. We provide a hosting service for dog owners that can be managed on an online
platform. By moving away from traditional kennelling services our consumers can have
peace of mind that their dogs are being well looked after by vetted hosts in a less restrictive
environment. We have recently developed an online marketing campaign to raise our profile
and awareness of our service. We have based our plan around Paul Smith’s “SOSTAC”
framework as we believe this provides us with the most comprehensive outline for our
campaign. The SOSTAC framework consists of 6 basic elements.
Situational Analysis
We have conducted a SWOT and PEST analysis to ensure that we understand the
internal strengths and weaknesses of our company as well as the external factors that could
affect our brand. This formed the basis for our company to develop our strategic objectives.
Objectives
Our main objective initially is to raise awareness of our brand. As an online platform
we will rely heavily on traffic to our website and therefore our social media campaign will
be our main focus. We will also ensure reviews are vetted and monitored to provide the
highest level of service.
Strategy
From here we developed our strategy which deals with the segmentation and
targeting of consumers as well as the types of platforms we would use. We did this by
segmenting our market and creating personas to develop suitable channels for
communication.
Tactics & Action plan
This involves the implementation of our marketing campaign with regards to SEO,
Conent Marketing, Google AdWords, Facebook, Instagram and Twitter promotions. We will

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also link up with companies such as Pedigree and Groupon to extend our service reach on
reputable platforms.
Control
Measuring the effectiveness of our campaign will be paramount to increasing sales in
the future. We will measure the reach of our campaign in two major ways, by analysing our
reach as well as the actually conversions of leads to sales. This will ensure long term success
for the company by exercising control.
2 Situational Analysis
2.1 Competitive Analysis
We conducted a competitive analysis in order to identify the strengths and
weaknesses of any potential competitors within our industry. In Ireland, the conventional
dog kennelling industry is in its mature stage, with the Peer to Peer aspect of it only now in
its early stages.
Dogvacay (Appendix 1.1)
Customer Experience
→ Well-designed site, very little clutter and clear message
→ Speed is good, very little wait time on all pages
→ Special offer on front page to sign up new users and grow the following
Online Presence
→ Very good activity on Facebook and Twitter, with 328,000 and 9,000 followers
respectively in each page.
→ Consistent posts made keeping customers well-engaged
→ Good SEO and use of Google AdWords.

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HouseMyDog (Appendix 1.2)
Customer Experience
→ Very similar to Dogvacay in design
→ Use of video on front age to explain concept
→ Three step guide used to increase simplicity
Online Presence
→ Less good use of social media, Facebook page has less than 2,000 likes
→ No use of Instagram, Pinterest, etc.
→ Posts that are made on Twitter and FB are generally the same and are posted on an
inconsistent basis
Doonane Kennels (Appendix 1.3)
Customer Experience
→ Entire site accessible on front page through use of drop down menus
→ Video feature on front page not focusing on concept but more of a simple
advertisement promoting the facility
→ Lacking in blog content as site is still in development.
Online Presence
→ Similar to HouseMyDog in online presence, very little following on social media
sites.
→ They have good organic search ranking

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2.2 Micro-environment SWOT Analysis
Strengths
→ Complete social media presence across all available platforms.
→ Well trained customer centric “canine-concierge” team to cater to all customers’
needs.
→ Lower price than those of conventional dog kennels.
→ Well-designed SEO plan.
Weaknesses
→ Market where direct competition is already established.
→ Conversion rate of social media marketing can be disputed in comparison to other
more conventional marketing tools.
→ Public perception of company relies heavily on the dog hosts.
Opportunities
→ Potential to increase mobile presence through creation of dedicated online app
→ Improve customer engagement and communication through the use of blogging and
interactive content.
→ Potential to expand marketing efforts and operations relatively easily to UK once
foothold has been gained in Irish market.
→ The dissatisfactions many people have with conventional kennels and the high prices
and poor living conditions often associated with them.
Threats
→ Indirect competition may make moves to create legal barriers to oppose the concept
of peer to peer housing of dogs.
→ New companies with similar services can easily enter market and copy strategies.
Low barrier to entry.
→ Potential for established kennel companies to react by lowering prices and increasing
online presence making it more difficult for us to differentiate our service.

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2.3 Macro-environment PEST Analysis
Political
→ Opportunity: Stable political environment, close ties to UK and EU allow for
relatively quick and easy international expansion.
→ Threat/Opportunity: The current lack of legislation on the P2P housing of dogs can
work both ways. It allows for us to generally set the business up as we see fit as
things stand now; but future changes to any laws may cause trouble down the line.
Economic
→ Opportunity: Ireland is now emerging from the global recession of the last 8 years.
With the economy expected to be the fastest growing in the EU for 2015, the amount
of disposable income and holidays consumers will take is going to grow. [Hosford
2015]
→ Opportunity: Proven success of marketing/business model in American
marketplace.
→ Threats: Established dog kennelling industry may potentially react negatively to any
early successes we create.
Social
→ Opportunity: Good online interaction on our part can lead to increased peace of
mind with the dog owners on holiday. Leading to them being more likely to go away
again and give us repeat business.
→ Threat: There is the ethical issue of leaving a dog for an extended period with a
neglectful host. It is up to us as a company to put in multiple measures aimed to
counteract this, but the risk still remains.
Technological
→ Opportunity: The ever increasing amount of users on the internet and those using it
as a means of market research.
→ Opportunity: Potential to piggyback on the success of similar P2P services in other
industries that have already warmed consumers to the concept.
→ Opportunity: Once growth occurs and operation has become larger, more extensive
market research can be conducted to even more efficiently target online consumers

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3 Business Objectives, Digital Goals and KPIs
3.1 Business Objectives
1. Build brand awareness through a strong social media presence.
2. Increase customer loyalty and entice new customers through these platforms
3. Encourage constant feedback from existing customers in order to improve our
business
4. Plan to launch social media base in June, the initial launch at the end of July and the
full interactive launch in October
3.2 Digital Goals and KPIs

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Act Formulate
content that is
engaging and
attractive to
customers and
hosts.
Devise
interactive
social media
content that
will be liked
and shared
Increase
amount of time
spent on our
website through
interaction and
promotions
Analyse web
traffic to reduce
our bounce rate.
Create fresh
and unique
experience for
customers and
hosts.
Our Website
Our App
Social media
(Facebook,
Twitter,
Instagram)
Our Blog
Links to our
website through
website such as
Pedagree.ie etc
Improve the
amount of time
spent on our
website. Eg. Blogs,
vidoes, groupon
vouchers
Reduction of
bounce rate
Boost in social
media participation
(more likes, shares,
and comments)
Convert Increase online
bookings
Increase average
hosts to our site
annually
Covert site users
into paying
Upturn in web
traffic
Generate more
hosts
Website
Social media,
email
Online
Conversion
marketing
Growth in bookings
Through our

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customers
(conversion
marketing,
online
promotions)
Change
perception
Inform
customers of
benefits of
using Mind my
madra and not a
dog kennel
promotions
(credit/groupon
vouchers)
Meet ups
between hosts
and customers
24 hours support
line
website and App
Increase in amount
of Dogs and hosts
using Mind My
Madra
Engage Improve
customer and
host loyalty
Reiterate brand
trust
Secure repeat
visitors to the
website
Increase
number of new
visits to website
Generate new
customers and
hosts
Increase online
conversion
rates
Content
marketing
(Website,
Blogs)
24 hour support
line
Google adwords
campaign
Frequently asked
questions
Location based
Marketing
Number of new
customers vs
number of repeat
ones
Click through rate
Email subscriptions
Regularity and
length of visits
Surge in Social
media
intercommunication

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4 Strategy
4.1 Online Value Proposition
The purpose of an online value proposition is to provide a statement of benefits of
online services that reinforces the core proposition of a company, (Chaffey, D, 2012). The
online proposition of MindMyMadra is that they offer an exceptional user experience online
as well as a superior real world service. Their goal is to be a disruptive innovator in the
market and facilitate matching dog owners with suitable hosts. MindMyMadra run their
online platform on the basis of immediacy, interactivity and convenience. The website is
easily navigated with access to a variety of content including a frequently asked questions
section and a 24 hour support service. The service is cheaper that traditional kenneling while
also being a quick and easy alternative. The online value proposition is divided between
hosts and dog owners with a specific set of features for each. Hosts can sign up to offer their
services with ease specifying exactly what they are willing to offer for example the size of
the dog or the number of days they want to host. This means they set the boundaries and
don’t find themselves in a situation they can’t commit too. Dog owners also have peace of
mind as all hosts are screened, vetted and reviewed by other owners. They can also arrange
to meet potential hosts prior to choosing them. This is all organised on a clear
comprehensive platform with the “canine concierge” team on hand at all times for support.
4.2 Segmenting
When looking at segmenting and targeting the market we studied the framework for
the interactive marketing approach, (Peppers & Rogers, 1991). The first two I’s deal with
Identification of customers and individualization of the market. When identifying our
market we looked at a two-pronged approach. Who would use the service as a consumer and
who would use it as a host? We split our segmentation into “Dog Owners” (Customers) and
“Hosts” (Service Providers). We can then segment these again by psychographic profile and
demographic profile. To aid us with this process we came up with two online personas to
develop our targeting strategy around.

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Personas
By creating these personas we can make presumptions about our ideal market and
build a supporting system to suit their needs. These personas help reflect lifestyle as well as
socio-economics background which will allow us to match supply and demand accordingly.
The second ‘I’ in the integrated framework is individualization. This means tailoring our
communication channels to suit each segment ensuring that it appears spontaneous and
engaging to each. This will be done by providing customer profiles and gathering
information on clients to ensuring that dynamic and relevant digital marketing practices are
set in place.
4.3 Targeting
Targeting is focused on the interaction with the consumer and the integration of
communication practices, the second half of the framework. This involves engaging in
dialogue with your target market and developing that into a lasting relationship (Peppers &
Rogers, 1991). This stage is crucial for understanding customer needs and communicating
value proposition effectively. MindMyMadra will enhance their online experience by
targeting customers depending on what stage of the customer lifecycle they fall under.

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Market Lifecycle Analysis:
New Customers
Potential customers will be targeted mainly by our social media accounts as well as
our aggressive Google ad words campaign. Our goal would be to build brand awareness and
interaction through these channels and turn potential browsers into leads. We also
understand the power of word of mouth in an online context and so we will run promotions
to entice new customers such as €10 credit when you refer a friend to our website. We will
also engage in B2B affiliate marketing with companies such as Pedigree Dog food to
provide a trusted source of promotion as well as initiatives like Groupon to boost our reach
as well as encourage conversions of our leads to actual customers.
Existing Customers
Our repeat business will be either customers or hosts returning to our site to engage
with the content. This stage of the lifecycle is all about building a lasting positive
relationship with our target market. We will do this through website personalization for both
customers and hosts. There will be personalized push notifications sent from our app as
reminders to customers approaching typical holiday seasons, which will be strictly
monitored to ensure they do not overwhelm or irritate our customer base. We will also send
information that will be tailored to individual accounts. For example if you own a small dog
as a customer or you are willing to host a small dog, we will send you information from diet
to training needs if you so wish to receive it. Our target market can select from our list of
topics what they wish to receive information on as well as following our blog. Our website

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is also personalized as it will only show options for hosts and customers that are relevant to
their previously selected criteria. These activities deal with the integration section of the
framework and provide a 1 to 1 customer experience by gaining better insights to customer
needs enhancing the relationship as well as allowing us improve our service over time.
Lapse Customers
Finally our lapse customers are our customers that have previously been engaging
with us but have been inactive with their accounts. In this instance we will send them
customized reminder emails around the times they used our service in the past to prompt
them into returning to our website. As well as this we will also introduce bundling options
and promotions such as discounted fees or incentives such as online vouchers for groomers
or dog food. This will allow us to entice customers back to our service without bombarding
them with advertising.
The final part of the framework is Integrity. This has to do with ensuring customers
trust your company for a sustainable relationship to be formed. MindMyMadra must be
careful to fully disclose all information on its website and not engage in any underhanded
tactics such as hidden fees on the payment platform. This will ensure that consumers trust
the brand and are more likely to engage in open and meaningful dialogue.
5 Tactics and Action Plan
In the months preceding the launch of MindMyMadra website and app 2015, we will
put systems in place to ensure an integrated marketing campaign that will aim to achieve the
ojectives set out in section 4. Our multi-faceted digital strategy will include search engine
optimization, search engine marketing, an inbound marketing strategy, e-mail marketing,
mobile marketing and a social media strategy.
5.1 Search Engine Optimization
In the lead up to the launch of MindMyMadra, having our website optimized to
appear organically in the first page of Google Search will be an extrememly cost effective
method of promoting the service as it is free to do, and will guarantee high exposure. We

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have listed below different aspects that must be optimized for Google to give the website a
high ranking. We will firstly submit the website to Google to invite them to index it using
webmaster tools, and then tackle the following areas.
Keyword optimisation
Defining appropriate keywords and phrases for the business is the cornerstone of a
website’s success in organic listings. Keyword research is vitally important to ensure not
only gaining page views, but making sure that the page views are coming from our desired
audience and are valuable to the business. Mentioning the defined key words and phrases in
the content of the website increases the page relevancy, and from our secondary research we
have assumed a keyword density of 5% on average is optimal. If there is an overuse of
keywords embedded in the content, this practice, referred to as “keyword stuffing” (Google
Webmaster, 2015), will be deemed unethical by Google’s site crawlers.
We intend to put important keywords such as “dog kennels” in bold as this further
increases the keyword’s influence. Our keyword strategy will mainly focus on “long-tail”
keywords (Beginner’s guide to SEO, Moz) which are more specific phrases that will attract
a very specific target audience to the site. As the site will be launched with the greater
Dublin area in mind, “dog sitting in Dublin” would be an example of a long-tail keyword
used in contrast to “dog sitting” which may attract many users from around the world who
would not be relevant to the business.
Meta Tags
Meta tags embedded in the HTML code of our website, but not visible to page
viewers are also very important to ensure that we will rank in appropriate keyword searches.
They won’t directly affect rankings but the description meta tags will play a vital role in
attracting genuine interest from our target audience, and in turn decrease bounce rates and
increase rankings. (SearchEngineWatch.com, 2012)
Regular Content Addition
To keep the rankings increasing steadily, it is vital to post regularly on the website.
As mentioned in our content strategy below, we will be incorporating regular blog articles
on the website, as well as embedding a real time twitter feed on the sidebar of the website to
keep the content refreshed. (Brafton, 2010)

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Internal Linkages
Page relevancy is increased with appropriate internal linkages, and we intend to
incorporate links to the main website page, and “about us” page from each blog post and
social media post, to stengthen the ranking of the main website page (Appendix 5.2).
External links are also of vital importance, and this crosses over with our content strategy, as
we would hope to create shareable and valuable content that will be featured on external
high ranking websites, to increase our page validity.
5.2 Search Engine Marketing
To increase our exposure on Google’s search engine, we have devised a Pay-per-
click (PPC) strategy to cooincide with our SEO. Because we have segmented our target
audience into two separate categories; dog owners and hosts, we will run two coinciding
campaigns on Google AdWords, to target our two personas; “Dog-lover Diana” and “Harry
the Host”. To target dog owners that will be looking for accomodation for their dogs while
they travel, we took into consideration that our business concept is not a generic one. As
people won’t be specifically looking for our business model, we approached the keyword
planning from a customer perspective and thought of how they would search for our indirect
competition, such as one-to-one dog minding services, and kennels in Ireland. We
considered this when compiling our keyword list which can be seen in (Appendix 5.1). In
the three months leading up to the launch in October, after our Social Media launch, we will
run A/B testing on different variations of keyword targeting and the ad copy (an example of
which can be seen in Appendix 5.4), only altering one variable at a time to ensure
continuous optimization of the ads.
For our second campaign, targeting hosts to sign up on the site, we decided to
concentrate on interest based targeting. Using AdChoices, we devised the persona of a
typical dog lover that may be interested in short term fostering, and using this targeting, we
incorporated a call to action advertisement to compliment our inbound marketing campaign
detailed in section 5.4.

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5.3 E-mail Marketing
Our primary objective in relation to e-mail marketing prior to the launch of
MindMyMadra, will be to assemble a database of potential users from opt-in activations on
the website, and through social media competitions which will be detailed in section 5.5. In
(Appendix 5.3) we have included an example of an newsletter sign-up propmt that will
appear on a customer’s first visit to the website or blog, when they choose to leave the site,
courtesy of a Mailchimp application. The customer will receive a welcome e-mail when they
first sign up, which will have social media buttons, a link to the website and a link to the
blog included to maximise engagement. Following this, all sign-ups to the MindMyMadra
newsletter will receive a monthly newsletter with special offers and competiton details, as
well as a featured article from the blog, and a personalized birthday e-mail if the customer’s
provided their date of birth. All e-mails will be optimized for mobile, have a balanced text to
image ratio, and include clear calls to action.
Mailchimp
We intend to use mailchimp as our external e-mail solutions provider. Through
Mailchimp we will be able to accumilate an e-mail database that will be segmented
depending on the source of the e-mail address, and schedule templated e-mails to be sent out
to a mass audience. Through monitoring the open rates of each mail merge we may be able
to see patterns emerging in the open rate and response rate depending on the title text and
content. We will also run A/B testing on e-mail sends to test which headlines prove the most
effective in terms of open rates. (Marketo, 2015)
5.4 Content Marketing
We want to focus the majority of our attention on an inbound marketing strategy.
According to hubspot, companies that blog generate 67% more leads per month than those
that don’t (Hubspot, 2014). As the service is a new concept, it is of huge importance that we
focus on building a community and provide them with valuable content, and then in turn
they will be interested in learning more abut the service. According to Search Engine
Journal, inbound leads cost 60% less than outbound leads, so it is a very cost effective way
of engaging a community.

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Not only will a blog increase SEO for the website because of creating more internal
links and keeping content fresh, but original engaging content will be a key success factor in
brand traction and virality on Social Media, which we will detail in section 5.5.
Content Strategy
The basis of our content strategy will be focused on what our target audience wil find
valuable and shareable. An example of a post can be seen in Appendix 5.7. The posts will
not be directly related to dog minding, but will be written on themes of interest to dog lovers
such as posts on dog care or engaging real life stories and testimonials from users of the
service. As we are targeting dog-loving millenials we will tailor content to suit them, and
will update the wordpress blog https://mindmymadra.wordpress.com/ (Appendix 5.6) with
fresh content 2-3 times consistently each week, and will share the content across social
media platforms. From our research (Appendix 5.5), infographics and list posts are the most
likely to be engaged with online (okdork.com, 2014). An example of an engaging list post
can be seen in (Appendix 5.7).
5.5 Social Media Strategy
Our Social Media Strategy for MindMyMadra will be focused on channels specific
to each persona as mentioned in 4.2 and which are specified below, and will be the first part
of our strategy to launch in June. We will utilise Hootsuite as our Social Media Management
System of choice, which will facilitate monitoring social media activity across platforms.
Hootsuite will also help us plan the optimum times to post specific to each platform, and can
automatically schedule posts to go out at those times. The most important aspect of our
social media strategy is to monitor each channel constantly and to respond as soon as
possible to any potential negative comments to prevent a social media fiasco. (Forbes, 2015)
Facebook
The MindMyMadra facebook page can be seen in Appendix 5.8. According to
(BufferSocial, 2013) brands should aim to post twice a day. We would hope for one of these
posts to be self-published content, and the other post to be from a 3rd
party, with each post
published alongside a high quality image as there is a 37% higher level of engagement for

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photos over text in facebook posts (Jeff Bulas, 2012). An example of this type of post can be
seen in Appendix 5.9. We intend to run regular facebook competitions such as caption
competitions and sweepstakes to increase our fan base, engage our audience, assimilate
important data about our facebook fans through facebook insights, gather e-mail addresses,
and as a tool to increase reach. According to Socially Stacked, 42% of Facebook fans like a
page in order to get a discount or coupon. As our focus for the business is customer retention
and loyalty, we will be encouraging a loyalty points system on the app, which we will run
offers on facebook for, such as double loyalty points for signing up to the mailing list. We
don’t intend to give away vouchers as this tends to lead to a high customer churn rate.
Twitter
By using Moz Analytic’s Followerwonk tool we will find influencers in the pet
industry and implement a follow for follow strategy with them to gain exposure. Ideally we
will tweet three times a day as according to an infographic by Bufferapp, engagement
slightly decreases after the third tweet. (Appendix 5.10)
LinkedIn
Although LinkedIn is a B2B channel, with over 300 million users worldwide it is
important to have the company represented on the platform. In term of marketing tools, their
sponsored updates have very precise targeting options, one being “business travellers”
which could work very well for promoting our business to our “Dog-lover Diana”
Google+
Although Google+ is not a popular platform and is due to be phased out by Google,
it is important to build a content base as it effects SEO rankings more than any other social
network. (Moz, 2012) Google +1s have the single highest correlation with Google search
ranking (0.4), higher than than the number of Facebook shares (0.34), number of backlinks
(0.34), and total Facebook Likes, Shares, and Comments (0.34). (Appendix 5.11)
Instagram
According to (Jeff Bulbas, 2012) we are living in the “age of visual culture” and the
rise of Instagram as a social network is undeniable. 35% of 24 to 34 year olds use Instagram
regularly (econsultancy, 2015) and dog lover targeted pages are very popular on the

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platform, such as “dogfessional” (28.2k followers) “marnie the dog” (1.2 million followers)
and “dogs of instagram” (1.4m followers). For this reason, we feel Instagram would be an
ideal platform to identify influencers, and approach them to feature us on their page. Due to
the virality of instagram photos, we feel that this could be also be a great channel to run
“features” on some of our participating dogs, post humorous dog videos and dog memes, to
gain a community following of dog lovers.
5.6 Mobile Marketing
Mobile is of huge importance to recognise in the marketing plan, as the number of
mobile users has now surpassed desktop users (Appendix 5.12). According to wordstream,
40% of users internet time is now spent on mobile.
In terms of in-app marketing we intend to launch at the same time as the service, and
may also advertise in 3rd
party apps that are relative to our target audience by using Google
AdMob. We will utilise location based advertising on facebook, and this is the only
monetary investment we will use on the platfrom. Our website will be mobile enabled, and
our Google Adwords campaign will incorporate local ad extensions.
6 Measurements
When measuring the success of our digital marketing campaign we will be analyzing
it on the basis of brand awareness and affection as well as the financial gains as a direct
result of the campaign. As our plan is to target millennials, a substantial amount of our
analysis will be with regard to social media and platforms. The main focus of our campaign
is all to do with interactivity and so therefore we will measure our rate of based on that. The
three main factors we will be looking at are market reach, customer engagement and
reflection of results.
Market reach will be the broad analysis of how many “likes” our Facebook page has
received as well as the number of “hits” to our website. It will mainly focus on how many
people have viewed our pages and can be easily identified using metrics such as Google
Analytics to view the effectiveness of our AdWords channel. Facebook, Instagram,

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LinkedIn, Google + and Twitter can all be analysed by the number of people whose social
profiles are attached to ours.
Engagement is arguably the most important factor to measure and control. Although
our initial reach indicators may suggest we have a large following these may be ghost
profiles or people who never engage with us at all. We will analyse how many people
actually engage with the content such as “retweeting”, “liking” or “commenting” on post our
pictures. While these are also indicators we must also be sure to note how many of these
people are repeatedly engaging and how many are new to our company entirely. We must
also proactively ensure that any commentary or dialogue about the company is positive. If
there is negative feedback we must look at why and rectify the situation accordingly.
Facebook insights and twitter analytics will help to quantify the engagement level as well
similarweb.com to analyse website traffic. We will also look at e-mail bounce rate, click
through rate and conversion rate to analyse effectiveness.
Finally the reflection analysis will deal with results of our campaign from a sales
perspective. We will observe how customers reacted and the effect of our communication
channels. Customer satisfaction and feedback will be the focus both from the host and
customer point of view. We will analysis the ratio of customers vs. hosts that are engaging
with is and the positive to negative dialogue online as result to ensure all our customers are
getting what they need from us.
7 Campaign Launch and Conclusion
We would hope to begin our social media campaign to increase brand awareness in
June of this year. This will provide us with enough time to create an interest and curiosity
about our brand for consumers as well as finding and vetting suitable hosts. We would then
launch our website and services in late July. We are aware that we would still be in the
testing stage and therefore we will be relying heavily on feedback from customers and hosts
online. In this time we will develop and grow our customer relationship management
practices as well as begin to tailor our website and interaction based on consumer needs. The
logic behind this is that in our initial launching stages we will be in the busiest month of the
year for holidays, where our services are most likely to be needed. Therefore, we will gain
invaluable insight and information regarding our campaign as well as building our client

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base for the winter holidays when we would hope to launch our fully functional interactive
platforms.
Timeline

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8 Bibliography
8.1 Academic Sources
Chaffey, D and Ellis-Chadwick, F., (2012) Digital Marketing Strategy, Implementation and
Practice Prentice Hall, 5th
Edition
Jobber, D., and Ellis-Chadwick, F (2013) Principles and Practice of Marketing, McGraw
Hill, (7th edition)
Chaffey, D and Smith, P.R., (2013) EMarketing Excellence: Planning and optimising your
digital marketing Routledge 4th
Edition
Tuten, T.L., and Soloman, M.R., (2013) Social Media Marketing, Pearson
Hosford, P. (2015). Ireland will have the largest economic growth in the EU in 2014 (and
2015 and 2016). [online] TheJournal.ie. Available at: http://www.thejournal.ie/economic-
growth-in-ireland-2014-2016-1761550-Nov2014/ [Accessed 9 Apr. 2015].
8.2 Online Sources
http://blog.hubspot.com/blog/tabid/6307/bid/24994/using-social-sharing-buttons-leads-to-
7x-more-mentions-data.aspx [Accessed 9 Apr. 2015].
http://moz.com/beginners-guide-to-seo [Accessed 9 Apr. 2015].
https://www.google.com/intl/en/insidesearch/howsearchworks/thestory/ [Accessed 9 Apr.
2015].
http://searchenginewatch.com/sew/how-to/2067564/how-to-use-html-meta-tags [Accessed 9
Apr. 2015].
https://mindmymadra.wordpress.com/ [Accessed 9 Apr. 2015].

24
http://www.businessbolts.com/keyword-density.html [Accessed 7Apr. 2015].
http://moz.com/learn/seo/meta-description [Accessed 3 Apr. 2015].
http://www.brafton.com/news/regular-content-key-part-long-term-seo-strategy-1205653
Accessed 3 Apr. 2015].
https://econsultancy.com/blog/65433-why-internal-links-and-hub-pages-are-a-major-factor-
in-seo-success/ Accessed 3 Apr. 2015].
http://www.marketo.com/software/marketing-automation/email-marketing/ab-testing/
http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-
Visual-Content-in-Your-Marketing-Data.aspx Accessed 3 Apr. 2015].
http://www.webmarketinggroup.co.uk/blog/why-every-seo-strategy-needs-infographics/
https://econsultancy.com/blog/7045-10-reasons-why-list-based-posts-work-well-online/
http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-
taught-us/ Accessed 3 Apr. 2015].
http://www.investopedia.com/university/implementing-small-business-social-media-
strategy/ Accessed 6 Apr. 2015].
http://www.forbes.com/sites/micahsolomon/2015/01/28/5-best-practices-for-social-media-
customer-service-how-to-handle-and-avoid-customer-complaints/ Accessed 6 Apr. 2015].
https://blog.bufferapp.com/how-often-post-social-media Accessed 3 Apr. 2015].

25
http://www.socialbakers.com/blog/147-how-often-should-you-post-on-your-facebook-pages
http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-
frequently-to-post/ Accessed 6 Apr. 2015].
http://mashable.com/2011/07/21/contest-marketing/ Accessed 6 Apr. 2015].
http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-
in-your-marketing-infographic/ Accessed 3 Apr. 2015].
http://www.quicksprout.com/the-advanced-guide-to-content-marketing-chapter-5/ Accessed
6 Apr. 2015].
http://www.sociallystacked.com/2013/07/by-the-numbers-why-people-become-facebook-
fans/ Accessed 6 Apr. 2015].
http://moz.com/blog/tips-to-use-google-for-seo Accessed 6 Apr. 2015].
http://blog.hubspot.com/marketing/google-plus-page-seo-wins Accessed 5Apr. 2015].
http://trackmaven.com/blog/2014/12/the-link-between-google-plus-and-seo-demystified/
https://econsultancy.com/blog/65939-20-instagram-stats-marketers-need-to-know/ Accessed
10 Apr. 2015].
http://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-marketing Accessed 6
Apr. 2015].
http://www.crmodyssey.com/Documentation/Documentation_PDF/The_Five%20_I_of%20
1-to-1_Marketing.PDF Accessed 6 Apr. 2015].

26
9 Appendices
Appendix 1.1 Direct Competitor – Dog Vacay
Appendix 1.2 Direct Competitor – House My Dog

27
Appendix 1.3 Indirect Competitor – Doonane Dogs
Appendix 5.1 Google Adwords Keyword Planner

28
Appendix 5.2 Website Mock-Up
Appendix 5.3 E-mail prompt pop-up on website

29
Appendix 5.4 Google AdWords ad copy
Appendix 5.5 Sarability statistics from Okdork.com
Appendix 5.6 https://mindmymadra.wordpress.com/ blog site

30
Appendix 5.7 Content from https://mindmymadra.wordpress.com/
Appendix 5.8 Facebook Page

31
Appendix 5.9 Example of a typical post on the Facebook Page
Appendix 5.10 Bufferapp infograph on social media posting frequencies.

32
Appendix 5.11 Google+ and SEO rankings
Appendix 5.12 Number of Mobile Users Globally has surpassed desktop

Digital Marketing Plan - Final

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