Digital Planing
Executive Summary
Our company, Digital Marketing Ireland has been chosen to develop a Digital marketing campaign for a new startup business trading as www.aplussports.ie. This ambitious new company has asked us to create a marketing campaign that is engaging, informative and appealing to their target market, and most importantly effective in creating sales. Our primary goal is to create brand awareness and develop its reach online among its target audience. www.aplussportss.ie is an online sports shoe retailer. They stock in excess of 10,000 pairs of running shoes, trainers, football boots and lifestyle shoes which incorporates all the major brands such as Adidas, Nike, Puma, Asics , and many more. They aim to have the largest range and offer the best value for money in the market.
Social media will provide critical opportunities and challenges to this company and any other company.
“The key question is not whether to deploy internet technology-companies have no choice if they want to stay competitive- but how to deploy it.”
Porter, M. (2001) Strategy and the Internet, Harvard Business Review,
March 2001, 62-78
We need to develop and maintain a Customer-centric approach by tailoring our digital marketing strategy to target our segments and build loyalty amongst our customers.
To structure and plan our digital marketing strategy we are going to use the SOSTAC model used by blue chip companies around the world.
We have undertaken a SWOT analysis and a PEST analysis in order to provide us with an overview of the company our competitors and the external environment.
Situation analysis
SWOT analysis
Internal strengths
Highly motivated management
Well trained customer support staff
Excellent distribution Channels
Hugh inventory & best brands
High quality website
Internal weaknesses
Stock and warehouse management and control systems
Inexperienced management
Low ranking in Google search engine
External opportunities
Our company, Digital Marketing Ireland has been chosen to develop a Digital marketing campaign for a new startup business trading as www.aplussports.ie. This ambitious new company has asked us to create a marketing campaign that is engaging, informative and appealing to their target market, and most importantly effective in creating sales. Our primary goal is to create brand awareness and develop its reach online among its target audience. www.aplussportss.ie is an online sports shoe retailer. They stock in excess of 10,000 pairs of running shoes, trainers, football boots and lifestyle shoes which incorporates all the major brands such as Adidas, Nike, Puma, Asics , and many more. They aim to have the largest range and offer the best value for money in the market.
Social media will provide critical opportunities and challenges to this company and any other company.
“The key question is not whether to deploy internet technology-companies have no choice if they want to stay competitive- but how to deploy it.”
Porter, M. (2001) Strategy and the Internet, Harvard Business Review,
March 2001, 62-78
We need to develop and maintain a Customer-centric approach by tailoring our digital marketing strategy to target our segments and build loyalty amongst our customers.
To structure and plan our digital marketing strategy we are going to use the SOSTAC model used by blue chip companies around the world.
We have undertaken a SWOT analysis and a PEST analysis in order to provide us with an overview of the company our competitors and the external environment.
Situation analysis
SWOT analysis
Internal strengths
Highly motivated management
Well trained customer support staff
Excellent distribution Channels
Hugh inventory & best brands
High quality website
Internal weaknesses
Stock and warehouse management and control systems
Inexperienced management
Low ranking in Google search engine
External opportunities
References: Chaffey, D (2011) E-business and e-commerce management: strategy, implementation and practice, 5th edition, Financial Times Prentice Hall, England. Weaver, J.(2013) Manager’s Guide to Online Marketing, McGraw-Hill Professional. Kotler, P. Armstrong, G. (2012) Marketing: An Introduction, 11th edition, Pearson Education, Treadaway, C Tuten, Tracy L. Solomon, Michael R. (2013) Social Media Marketing, 1st edition, Upper Saddle River, NJ Pearson Education Waters, John K Eliot, S. Pepsi Invites the Public to do Good (2010), New York Times, http://www.nytimes.com/2010/02/01/business/media/01adco.html Cheryl, C MacCabe, R. (2012). Lifestyle Sports (2012). http://www.irishtimes.com/blogs/fash-mob/2012/02/08/life (Richards-Kunkel, 2013) Facebook is the leading social-networking site. (Bruich et al, 2012) ViralMarketing “Viral marketing refers to the strategy of getting customers to sell a product on behalf of the company that creates it.” .