McDonald's 2014 digital marketing strategy aims to portray McDonald's as a modern, affordable, and convenient option. The strategy targets adults commuting to work, teens interested in video and audio, and kids watching cartoons. It utilizes commercials, YouTube, Twitter, Instagram, and Facebook over six months with a $8 million budget, most of which is allocated to commercials. Key performance indicators include increased Google Adwords clicks, social media followers, commercial viewership, and 10% monthly sales growth nationwide.

1. MCDONALDS
OF F ICIAL DIGI TAL MA R K E T ING S T RA T EGY 2 0 1 4

2. TARGET AUDIENCE

3. WHAT’S THE POINT OF ALL THIS?
•We want to make McDonalds
seen as a modern, affordable
and convenient environment
that everyone can find a
benefit in visiting one of the
many locations.

4. COMMERCIALS
Adults to and from
work
Teens looking up
popular video and
audio
Kids watching morning
cartoons and after
school programs

5. YOUTUBE

6. TWITTER AND INSTAGRAM

7. FACEBOOK

8. KPI (KEY PERFORMANCE INDICATORS)
• Google Adwords
• 200+ per month increase in followers
• Commercials and Neilson
• 10% sales increase nation wide per month

9. BUDGETING THE CAMPAIGN
Function Cost Math Budget
Commercials [60% of the budget]
4 commercials x 6
months= 10 total
Each one avg.
$600,000
$6,000,000
Our Fee $250/ hour
80 hours/ month
6 months
$120,000
Advertisement Banners
and Promotional
Tweets/ Instagrams
Avg. $5000/ month for
1 popular website
- 25 different websites
will be used
800,000
Extra Expenses as
incurred
1,000,000
Total $8,000,000

10. JUST TO REITERATE…
• The big idea
• Multiple social media outlets
• 6 month plan
• Satisfy every group of the target audience