Presentation share and feedback.pptx

1. Social Media
Presentation share and Feedback
[Jojo Zou]

2. Overview of the Brand and Marketing Campaign
• This marketing plan is presented for Starbucks to market cold drinks for the new campaign. To expand
Starbucks' online markets and boost its cold drinks sales revenue by 10% by the end of October, develop a
digital marketing campaign that helps identify each marketing opportunity and build a cohesive message to lead
to more loyal customers and drive sales. Most importantly, the digital marketing campaign will help reach
Starbucks' business objectives by implementing marketing tactics and ethical practices for the campaign to be
successful. Here is the overview of the marketing disciplines that the campaign covered.
• Analyzing the current marketing strategies used by Starbuck
• Digital marketing plan rationale and target specification
• Leveraging chosen social media platforms to promote new products
• Developing message strategy and media plan for the campaign
• Ethical and Legal Concerns and improvement
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3. Evaluation of the Brand’s Digital Strategies
Social media strength
• Social media is the most effective for Starbucks because it facilitates reaching a massive audience of followers with its strong
media types in real-time at a reasonable cost.
• Social media can increase brand awareness, engagement, and CTRs by building a two-way conversation in paid, owned, and
earned media to target intended consumers.
• Facebook enables to optimize for search engine ranking; Instagram packs with stories feature can boost CTR by in-feed
social content.
Weakness and improvement
• Starbucks.com receives high traffic from Google, but with a high bounce rate of 61.35% (41-51% is average).
• Gauge the time spent on page and average session duration metrics in Google Analytics To measure the outcome.
• Optimizing the landing page to appeal audience with relevant and personalized content and video can help boost click-
through rate and website conversion.
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4. Marketing Research to Digital Campaigns
A quantitative survey can use to collect and analyze Starbucks’ digital marketing experience.
• The standardized nature of the questionnaires enables marketer to ask questions to the target consumers in an organized
manner.
• A computer-assisted interview uses to fast seize market trends by collecting consumer data.
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