5X6Z0011: Boost Beauty Bay Sales with Digital Marketing Assignment Sample

Introduction: Beauty Bay - Mastering Summer Sales via Digital Campaign

The digital marketing campaign is defined as the plan the company is implementing to promote goods and services. It includes the company's efforts to promote its products and services in a highly competitive market. The current study includes making a digital campaign for Beauty Bay which is an online beauty application providing approximately 7000 of the products relating to skin care, personal care, makeup products and other related products. The current study will outline the overall making of the digital plan for the summer sales the company is bringing to consumers. It will include the evaluation of the plan in brief and then a Gantt chart will be prepared. In the end, the justification for the plan and the Gantt chart will be outlined.

Task 1: Campaign Overview, Objectives, Target Audience, and Budget

Brief Details Of The Campaign

Campaign Objectives

For the success of the project of digital campaign, it is necessary for the business they clearly state the objectives of the plan. The reason underlying the fact is that when the appropriate objectives are set then automatically it will guide the business in accomplishing the task in a better and more effective manner. The objective of the current project for Beauty Bay is to launch the campaign for the new summer offers for the variety of beauty products provided by the company. In brief, the objectives can be stated as follows-

• To increase the potential consumers by at least 10 % till the next quarter.
• To become the industry leader by the end of June 2024 with help of new campaign.

About The Client

The client in the present case is Beauty Bay which is the latest online store for providing a wide variety of skincare and haircare along with various makeup products and wellness products as well. The company was founded by David Gabbie in the year 1999 and it serves consumers worldwide (Singh et al, 2023). The company provides hard-to-find beauty products on their website and it makes it easier for people to find the products at their convenience.

Target Audience

For the success of the company, the company must decide on the target audience effectively. The reason underlying the fact is that when the appropriate target is decided then automatically it will provide a better base to the company to cater to the needs of the consumers. The target audience is defined as the particular group of people which is being focused by the company based on the requirement of the product (Veleva and Tsvetanova, 2020). In the current case of Beauty Bay, the target audience includes females belonging to the age group of 20-40. Along with this, the company focuses on the makeup artist who regularly uses makeup products and other related products on their client. The rationale for selecting the makeup artist is that they continuously make the use of the makeup products and using he products of Beauty Bay will help them in gaining the best quality product. Hence, the premium quality of the products provided by the company will attract the target audience and ultimately it will enhance the overall working efficiency of the business in a better and more effective manner.

The Single Proposition To Target The Audience

The single proposition for the target audience of Beauty Bay includes the provision of premium quality products so that the needs and requirements of the consumer can fulfil their needs. This is provided with the help of the launching of the new campaign of summer sale.

Available Budget

For the successful implementation of the budget, the appropriate budget must be decided. The budget includes the overall money which is required to accomplish the objectives of the campaign and make it successful. In the present case of the launching of the new summer sale offer for Beauty Bay, the available budget includes £3500.

Task 2: Project Timeline and Gantt Chart for Summer Sale Launch

Gantt Chart And Other Details

Hence, with the evaluation of the Gantt chart, it is evident that all the activities are sequenced within a particular pattern. It is very necessary for the company they effectively follow all the planning stages and within the web as well keyword searching and article optimisation must be included. Moreover, the different social media channels must be included in appropriate working. In the end, proper project management control must be evaluated and post-campaign reporting must be undertaken with the help of good performance management techniques. This in turn assists the company Beauty Bay in ensuring that the launch of the new summer offer is conducted properly.

Task 3: Developing the Campaign Plan with Deadlines, Communication, Budget, and Resource Strategy

Producing The Campaign Plan And Justification

Hard And Soft Deadlines

For the success of the project, the appropriate deadlines must be set. These deadlines are the one which guides the company in making the project successful. In case the deadline will not be set then it will affect the successful completion of the project. The deadline acts as a guide to the planner then they have to accomplish all the objectives. The hard deadline is the one which includes making no changes to the deadline (Peter and Dalla Vecchia, 2021). All the tasks within the hard deadline need to be accomplished on the due date only. On the other hand, a soft deadline is the one which includes some of the flexibility which can be done in the deadline. For instance, the deadline of the task is 2 days and in case it is coming in hard deadline then it needs to be accomplished in 2 days only. On the other hand, in case the deadline is soft then it can be accomplished a little late.

Digital Communication Media

For the success of the digital marketing campaign, an effective communication medium must be used so that the objectives of the project can be attained well. In case the communication will not be clear then it will affect the success of the project negatively. Thus, the different communication media used in the current digital campaign of launching the summer sale are as follows-

• Social media channel: This is the most common communication channel which includes communicating with the audience with the help of the different social media channels. These channels include the use of Facebook, Instagram, Twitter and other different social media channels (Saura, Palos-Sanchez and Rodríguez Herráez, 2020). The message relating to the new summer offers will be communicated to the intended audience with the help of these mediums.
• Influencer marketing: This is another channel of communication within which the communication with the intended audience is done with the help of some of the influencers (Mishra, 2020). This influencer can include big celebrities, some popular people or big personalities with whom the consumer can be influenced.
• Email marketing: This is another type of channel which includes the use of sending emails relating to the new scheme or the offer provided by Beauty Bay. Within this communication channel, all the offers provided by the company will be acknowledged to the consumer by way of email. Further, it will include communicating any related aspect on the emails only.

Recommended Budget

For the successful working and accomplishment of the objectives of the campaign, the use of the appropriate budget is very necessary. The budget is the intended money which is allocated for the successful accomplishment of the objectives of the current digital marketing plan. Thus the recommended budget for launching the new scheme of summer offer is £3500. This budget is divided into all the different activities in such a manner that all the objectives of the current project are accomplished well.

Resource Management

For the successful working of the digital plan, the appropriate resources must be used. In case proper resources will not be utilised by the company then it will be affecting the efficiency of the business to a great extent. Thus, resource management needs to be done correctly so that the overall objective of the present marketing campaign can be appropriately done. There are different types of resources which are necessarily useful for Beauty Bay in managing and launching the new digital marketing campaign (Santiago and Castelo, 2020). The most common and essential resources required for launching the new campaign include manpower, different latest technology, finance, use of social media, distribution channels and any other different types of resources necessary for the success of the business.

Scheduling During and Post Campaign

For the success of the project, it is very necessary that the scheduling is done appropriately. This is necessary for the reason that when the appropriate schedule is set then automatically it will assist the company in accomplishing the objectives well. Thus, for this, the review of the project is very essential so that the successful accomplishment of the project can be done well. Moreover, when the project will be timely monitored and reviewed then it will enhance its success of the project very well. Hence, for the proper monitoring of the project, the use of the KPI which is the Key Performance Indicator is implemented. This is particularly because of the reason that the use of KPIs includes setting up some of the indicators for the evaluation of the performance (Purnomo, 2023). Thereafter the actual performance is compared with the indicators set and in case there is a positive result then it implies that the plan has been successfully implemented. On the other hand, the negative deviation will state that the project was not in a position to attain the objectives of the study. Thus, to make the project successful effective control must be established so that the overall objectives of the project can be accomplished well.

Conclusion

In the end, it is concluded that planning a digital marketing campaign is helpful for the company in improving the overall working of the company. The above study inferred that making a digital plan assists the company in ensuring that the new scheme for launching the new summer sale. The study highlighted that the objective is to increase the number of consumers and become the industry leader. Further, it highlighted that the target audience is beauty-obsessed people, females aged 20-40 and makeup artists. Also, it was analysed that the budget of £3500 is sufficient for making the digital marketing campaign and launching the new offer. It also analysed that having clear communication media is essential for the success of the campaign. In the end, it was inferred that the resource management and reviewing of post-campaign activities is necessary for making the project successful.

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References

Books And Journals

• Singh, V., Nanavati, B., Kar, A.K. and Gupta, A., 2023. How to maximize clicks for display advertisements in digital marketing? A reinforcement learning approach. Information Systems Frontiers, 25(4), pp.1621-1638.
• Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, pp.251-265.
• Saura, J.R., Palos-Sanchez, P. and Rodríguez Herráez, B., 2020. Digital marketing for sustainable growth: Business models and online campaigns using sustainable strategies. Sustainability, 12(3), p.1003.
• Mishra, C.K., 2020. Digital marketing: Scope opportunities and challenges. Promotion and Marketing Communications, p.115.
• Purnomo, Y.J., 2023. Digital marketing strategy to increase sales conversion on e-commerce platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), pp.54-62.
• Santiago, J.K. and Castelo, I.M., 2020. Digital influencers: An exploratory study of influencer marketing campaign process on Instagram. Online Journal of Applied Knowledge Management (OJAKM), 8(2), pp.31-52.
• Veleva, S.S. and Tsvetanova, A.I., 2020, September. Characteristics of the digital marketing advantages and disadvantages. In IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1, p. 012065). IOP Publishing.