Launching a Digital Marketing Campaign to Build New Business
Contents
Introduction
The aim of this report is to launch The Art Wars for Absolut Vodka using an integrated digital marketing campaign with the intention of generating increased consumption in the on-trade sector (restaurants and bars) in Barbados and, in turn, increasing the sales volume in this sector.
Throughout the report three areas will be emphasized:
1. The integration of social media;
2. The message and how it’s conveyed (content marketing); and
3. Marketing automation - the tools, resources and support required to improve the campaign’s implementation and performance.
MGDL is the manufacturer and distributor of an award winning rum range and one of the leading local and regional distributors of premium wines, spirits and liqueurs. Absolut is one of the brands distributed by MGDL and makes up 11% of the company’s total sales volumes.
Currently, the company does not maximize the potential of an integrated marketing approach to build new business or engage current consumers – they rely on an offline marketing strategy with websites for the individual brands distributed. These website are essentially brochure websites – “small one to three page websites used as online brochures to convey information and display promotional material” (Anon., 2013) about the brands and building brand awareness. However, some of the brands (e.g. Absolut) are taking a more integrated approach, with their websites and other online platforms playing a more significant role in their marketing activities and campaigns.
A more in depth overview of the organization and Absolut can be found in the Appendix.
1.0 TASK ONE: The Digital Marketing Campaign & Essential Elements
1.1 The Essential Elements
Campaign Planning & Management
Planning and managing the campaign is vital for its success, whether it is a short-term, long-term or continuous program. Chaffey and Ellis-Chadwick (2012, p429) suggest a six stage approach
Introduction
The aim of this report is to launch The Art Wars for Absolut Vodka using an integrated digital marketing campaign with the intention of generating increased consumption in the on-trade sector (restaurants and bars) in Barbados and, in turn, increasing the sales volume in this sector.
Throughout the report three areas will be emphasized:
1. The integration of social media;
2. The message and how it’s conveyed (content marketing); and
3. Marketing automation - the tools, resources and support required to improve the campaign’s implementation and performance.
MGDL is the manufacturer and distributor of an award winning rum range and one of the leading local and regional distributors of premium wines, spirits and liqueurs. Absolut is one of the brands distributed by MGDL and makes up 11% of the company’s total sales volumes.
Currently, the company does not maximize the potential of an integrated marketing approach to build new business or engage current consumers – they rely on an offline marketing strategy with websites for the individual brands distributed. These website are essentially brochure websites – “small one to three page websites used as online brochures to convey information and display promotional material” (Anon., 2013) about the brands and building brand awareness. However, some of the brands (e.g. Absolut) are taking a more integrated approach, with their websites and other online platforms playing a more significant role in their marketing activities and campaigns.
A more in depth overview of the organization and Absolut can be found in the Appendix.
1.0 TASK ONE: The Digital Marketing Campaign & Essential Elements
1.1 The Essential Elements
Campaign Planning & Management
Planning and managing the campaign is vital for its success, whether it is a short-term, long-term or continuous program. Chaffey and Ellis-Chadwick (2012, p429) suggest a six stage approach
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