This task brings together the main themes of the module and requires you to develop a digital marketing strategy for DMA case study.With the objective to convert 25,000 small businesses that are current Instagram Business advertisers to using InstagramStories in a six month campaign plan. Your challenge is to create a direct and digital marketing strategy to achieve the above objective with a total marketing budget of £155,000.We would like you to create a campaign plan that utilises key on and offline channels to convert 25,000 current Instagram business users in the UK. Your campaign must have a clear creative idea and be data driven (including a clear way to measure progress and impact). Please also consider the implications of the recent GDPR legislation in the UK.The digital marketing strategy should include:- Campaign plan, including objectives, strategy and communication plan, which explains your media choices and spend. Your communication plan should include a go to market strategy that includes key moments and recommended timings.- Develop a direct and digital strategy, including:
o Campaign objectives, which link to overarching objective provided by InstagramStories case. These should be SMART.
o Acquisition strategy (including data targeting and segmentation, this will include research on the identified and justification of the target market, development of personas and the customer journey)
o Communication plan (including GANTT chart) with your proposed use of different communications tools, both on and offline, along with justification.
o You should with clear explanation of your strategy and target marketing, with insight and justification.- Articulate your big campaign idea, supporting messages and creative recommendations – How will the InstagramStories meet the objective of converting
25,000 small businesses that are current Instagram Business advertisers to using InstagramStories in a six month campaign plan.- An outline of the metrics, include KPI’s and relevant tools to explain how you will measure and evaluate the campaign objectives.
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