Role Of Digital And Social Media Marketing In Consumer Behavior

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Role Of Digital And Social Media Marketing In Consumer Behavior

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Role Of Digital And Social Media Marketing In Consumer Behavior

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Question:
Discuss about the Role Of Digital And Social Media Marketing In Consumer Behavior.

Answer:

Knowledge Test
You are selling desks to women, who are aged between 40-60, divorced and looking to retire. What social media platforms would use you to promote your desks and why?
Since the women are aged between 40-60, divorced and looking to retire, they would spend most of the time on social media platform of Facebook. They would use the platform for communicating with their friends and staying in touch with their closed ones. Hence, promoting the sale of desk on social media platform of Facebook would be most suitable.
What is the difference between a marketing communication brief and a creative brief?

Marketing Communication Brief

Creative Brief

Intended for a concise statement of the organization’s work

Intended for addressing problems through creative strategy

Foundation of the development and execution of the messages

Emphasizes on aesthetic elements and needs collaborative approval from the expert and client

Comprise of communication and business objectives, target audience, action, single benefit, mandatory facts, timing, and evaluation (Scott, 2015)

Comprise of project name, involved person, background, objective, consumer, reason, and desired response (Felix, Rauschnabel & Hinsch, 2017)

Written Report & Meeting
Meeting Set up
Introduction of Participants: Business Client of Social Media Marketing Consultant
Proposal for meeting: Requirement of the business for creating integrated marketing plan
Identification of the Problems: Clarification of the marketing plan objectives, Lack of Evidence for the client’s business past efforts in marketing section, and feasible budget estimation for the plan development
Required Solution: Initial Form with the clear explanation of the objectives of the project, Summary of the last few advertising campaigns executed by the business, and an estimated budget that can be used for the plan development
Sign off:
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Communication Brief
Client Profile: The business client is a restaurant named Hon-Chow that specializes in the Chinese foods like noodles, momos, sushi, and many others. They have started their business recently and required marketing their products and services. Even the local neighbourhood are not acquainted with the quality of the food at the restaurant.
Purpose Statement: The restaurant has been recently opened and it needs to be socially aware for people so that more and more customers can get to know about the place. The locality is wide spread and hence it is not possible for the restaurant for promoting their food stuff easily. The main purpose of the client is to promote their services to more number of people for gaining potential customers.
Client’s Expectation: The client expects that the new marketing strategy would help them in growing their customer reach to greater extent. The client has started their business recently and required marketing their products and services. The locality is wide spread and hence it is not possible for the restaurant for promoting their food stuff easily. The main purpose of the client is to promote their services to more number of people for gaining potential customers.
Marketing Communication Objectives: The communication would allow the deployment of the effective strategies supporting the development of the effective marketing and alignment. The effective communication objective would be allowed for the implication of the successive development of the operations. The SMART objective includes,

Specific- development of the improved communication plan for supporting the implication of the marketing strategies
Measurable- can be measured with the number of increased customers for the organization
Attainable- can be attained by the use of the improved communication and marketing plans
Realistic- profitable for the organization to achieve the implication of the improved communication and development
Timely- requires a considerable time for the attenuation of the specific deliverable

Detailed Description: the marketing plan strategy would be helpful for spreading information about the services of the restaurant. The use of the communication strategies would align with the formation of the improved strategies for the operations. The communication plan would support the development of the improved functional strategies.
Target Market of the Client: The people of the locality would act as the target market audience of the client.
Legal and Ethical Consideration: The major disclaimer for the plan is the trade license and copy right issue for the documentation. Moreover, it should abide by the ACS code of ethics and professional conduct.
Marketing Communication Options: The use of the social media platform would be helpful for the marketing of the restaurant for the people. It would allow the massive promotion of the business to all local people.
Data Trend: The following diagram would show the growth of the social media platform for the marketing,

Figure 1: Growing trend of social media marketing
(Source: Shaikh et al., 2016, pp-872)

Creative Brief

Hon-Chow
Creative Brief

Project name:

Development of Marketing Strategies for Hon-Chow Restaurant

Designer/Agency:

Social Media Marketing Consultant

Contact Tel:

+41-XXXX-XXXX

Prepare By:

Department:

Marketing Consultant

Date:

30/06/2018

Background/Overview:

The business client is a restaurant named Hon-Chow that specializes in the Chinese foods like noodles, momos, sushi, and many others. They have started their business recently and required marketing their products and services. Even the local neighbourhood are not acquainted with the quality of the food at the restaurant. The locality is wide spread and hence it is not possible for the restaurant for promoting their food stuff easily. The main purpose of the client is to promote their services to more number of people for gaining potential customers.

Objective:

· development of the improved communication plan for supporting the implication of the marketing strategies
· profitable for the organization to achieve the implication of the improved communication and development

Target Audience:

The people of the locality would act as the target market audience of the client

Consumer Insight:

The marketing plan strategy would be helpful for spreading information about the services of the restaurant. The use of the communication strategies would align with the formation of the improved strategies for the operations.

Reason why:

It would help in spreading the quality services of the organization

Desired response:

Successful implication of the marketing strategies

Supportive information:

Project Plan Document, Budget Estimation

Project Budget:

Resource Name

Type

Work

Standard Rate

Cost

Analyst

Work

56 hrs

$50.00/hr

$2,800.00

Documenter

Work

120 hrs

$70.00/hr

$8,400.00

Manager

Work

64 hrs

$100.00/hr

$6,400.00

Planner

Work

96 hrs

$80.00/hr

$7,680.00

Marketing Head

Work

48 hrs

$90.00/hr

$4,320.00

Documents

Material

$250.00

$750.00

Data Sources

Material

$1,350.00

Package Cost

Material

$2,000.00

Contents

Material

$1,300.00

Total

$35,000.00

Pitch or Appeal: The people of the locality would act as the target market audience of the client and the pitch or appeal provided to them would be based on the food culture followed by the restaurant. The pitch statement would be- “Chinese food restaurant of Hon-Chow would bring the food practices and flavours to the people with their custom and cultural style of cooking”.

The light and steamed food (for avoiding oil), boiled vegetables, and traditional food elements would be helpful for providing people with different taste and healthy food. The oil-less cooking style would be helpful for supporting the effective food practices.
The health conscious people would be attracted to the healthy (oil free) cooking and use of green vegetables. The food lovers would like the kind of different flavours for the food and it would also help them in refreshing their taste bud with different kind of cooking. The marketing of the food would be done based on the cultural influence of the Chinese food hub.

Project Schedule:

WBS

Task Name

Duration

Start

Finish

Development of Marketing Strategies for Hon-Chow Restaurant

48 days

Mon 7/2/18

Wed 9/5/18

Initiation

8 days

Mon 7/2/18

Wed 7/11/18

1.1

Analysis

2 days

Mon 7/2/18

Tue 7/3/18

1.2

Charter Document

3 days

Wed 7/4/18

Fri 7/6/18

1.3

Submission of documents

1 day

Mon 7/9/18

1.4

Review and Sign off

2 days

Tue 7/10/18

Wed 7/11/18

1.5

Kick off

0 days

Wed 7/11/18

Planning

14 days

Thu 7/12/18

Tue 7/31/18

2.1

Activity Listing

3 days

Thu 7/12/18

Mon 7/16/18

2.2

Scheduling the activities

4 days

Tue 7/17/18

Fri 7/20/18

2.3

Complete Plan Development

5 days

Mon 7/23/18

Fri 7/27/18

2.4

Review and Sign off

2 days

Mon 7/30/18

Tue 7/31/18

2.5

Plan Approval

0 days

Tue 7/31/18

Marketing Strategy Development

13 days

Wed 8/1/18

Fri 8/17/18

3.1

Data Analysis

5 days

Wed 8/1/18

Tue 8/7/18

3.2

Social Media Platform Review

2 days

Wed 8/8/18

Thu 8/9/18

3.3

Platform is selected

1 day

Fri 8/10/18

3.4

Platform Review Report is made

3 days

Mon 8/13/18

Wed 8/15/18

3.5

Review and Sign off

2 days

Thu 8/16/18

Fri 8/17/18

Strategy Implementation

13 days

Mon 8/20/18

Wed 9/5/18

4.1

Consulting with Platform vendor

2 days

Mon 8/20/18

Tue 8/21/18

4.2

Selection of marketing package

1 day

Wed 8/22/18

4.3

Contract Agreement

3 days

Thu 8/23/18

Mon 8/27/18

4.4

Marketing Content development

5 days

Tue 8/28/18

Mon 9/3/18

4.5

Providing Vendor with content

2 days

Tue 9/4/18

Wed 9/5/18

4.6

Promotion Completion

0 days

Wed 9/5/18

Project is Closed

0 days

Wed 9/5/18

Support Information: The supporting information required for the project execution of the project of “Development of Marketing Strategies for Hon-Chow Restaurant” is the past reports and documents. It would align with the implementation of the Chinese food rate list along with the specific purchase information deployment. The supporting information can be aligned for easing the utilization of the improved functional development.

References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Chaffey, D. (2016). Global social media research summary 2016. Smart Insights: Social Media Marketing.
Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Hyder, S. (2016). The zen of social media marketing: An easier way to build credibility, generate buzz, and increase revenue. BenBella Books, Inc..
Kaur, G. (2016). Social media marketing. Asian Journal of Multidisciplinary Studies, 4(7).
Schulze, C., Schöler, L., & Skiera, B. (2015). Customizing social media marketing. MIT Sloan Management Review, 56(2), 8.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Shaikh, N., Siddiqui, M. E., Vasatkar, K., Jagtap, Y., & Sankpal, L. J. (2016). Social media marketing. International Research Journal of Engineering and Technology, 3(6), 870-872.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

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