This digital marketing plan proposes strategies for the brand Good Meat, which produces lab-grown meat. The plan aims to create awareness of Good Meat's alternative meat source and increase sales through digital channels. It identifies Good Meat's target audiences as young individuals, vegetarians, and environmentalists. The content strategy will target these personas across awareness, consideration, and purchase stages. Tactics will include social media marketing and follow a RACE model of reaching, acting, converting, engaging customers and planning ongoing efforts. The overarching goals are to acquire new customers, retain existing ones, and reduce customer acquisition costs through an effective digital presence.

1. Digital Marketing Plan for Marlow
a Diamond Company that
Specialise in Selling Lab-Grown
Meat.
Student’s name:
Student’s ID:
Department:
Date:

2. Why Digital Marketing?
• Organizations have always used traditional
marketing; print and broadcast media,
telemarketing, and direct mails.
• The use of the digital platform in marketing
depends on AI as well as the viral nature of
these media forums.
• This makes it possible for a business to
reach a global marketplace place with a large
number of prospective clients.
• The business environment has changed over
the decade. People do business today online
and customer preferences is also a point of
concern.
• Social media presence and active
website are the most drivers of market
growth for companies.

3. • Social media has been a big impact
on brands that have incorporated
them with celebrity marketing.
• Facebook has by today over 2.5
billion users, YouTube 2 billion users,
Instagram has over 1 billion users,
and Twitter 200 million users
worldwide.
• Social media is the biggest collection
of prospective markets for any brand
in the world.
• A brand seeking to have its brand
have a significant market growth
globally like good meat, social media
is the best way to market their
content.

4. Market analysis and competitor analysis for Good
Meat.
• This industry boasts of a larger market base because
of the number of people who consume meat and
meat products.
• Good meat entering into the market with the
promise of quality meat, that has been grown from
animal cells. This means that the meat is boneless.
• Good meat has however joined the market at a time
when the world is becoming aware of the burden
and cost that meat consumption is releasing
including Carbon released from meat production
and processing to energy consumption.

5. Market analysis and competitor analysis for Good
Meat Cont’d
• Growing meat that is harmless to the planet but also provides
quality meat is a big option for many meat consumers.
• The market size in the meat sector is a huge one but the
trend in the market meat without effect to the planet is a big
market gap for Good Meat

6. • Competition analysis
• Good Meat being that its meat
that s grown faces
competition from the
traditional source of meat; the
dairy meat and poultry meats
producer and retailers. SWOT
analysis of the competitors in
the figure.

7. Objectives of the campaign
• Creating awareness is the first objective of digital marketing: This
campaign will try to make the consumer aware of alternative meat
source that is not from dairy or poultry animals.
• Increase sales will be the second need that will be quenched by digital
marketing: campaign aims at bringing acquisition customers as well as
retaining the existing customers of the Good Meat brand.
• Reducing cost per acquisition of a customer and consumer retention is
also the intention of digital marketing.
• Reducing cost per lead: When a brand can meet a pool of consumers in
real-time then the cost for leads is spread making the cost for one lead is
minimal.

8. Target audience persona.
Persona in marketing concept is the ideal customer
targeted by the digital marketing campaign:
- The young and middle-aged individuals with
ages ranging from 5 years to 45 years old
people.
- Vegetarians avoid the consumption of meat
because animals have to be slaughtered to
make meat available to them and they will
have no reason to fear anymore.
- The environmentalist population of the
world is the also target for the Good Meat
brand.
- The environmentalist population of the
world is the also target for the Good Meat
brand.

9. Why Good Meat for These Personae?
• Provision of Good Meat for the young and youths
to help build their immunity.
• A continual supply of meat since the company
does not have to go searching for animals to be
slaughtered to prepare this meat.
• Zero carbon emission goals; will be achieved
because the growth of the meat process reduces
carbon emissions by 97%. This is a factory for the
personas age group. This is due to their needs for a
healthier planet for them and the coming
generation

10. Content matrix and digital touchpoints
• Are the laid down policies that allow content marketers
to plan and consider how best to be available for their
target audience with the right content at the right time
and place in the consumer journey stages.
• They include;
- Awareness stage - the customer becomes aware that
they have a problem or a gap that needs to be filled.
- Consideration stage – is after realizing a problem or
gap, the customer starts to evaluate options available to
them.
- Decision/ Purchase stage - where the customer is
ready to make a purchase or is willing to make a purchase
decision

11. Race model for Good Meat touchpoints
• The race model is describe
by five main touchpoints that
can be used to describe the
future prosperity of a
company in the market field.
The stages are; Reach, Act,
Convert, Engage, and a last
primary stage is Plan.

12. Conclusion.
Good Meat is a new brand that is launching into a market when most
of its concept is what the market nee to sustain itself off the important
meat demand while also protecting the globe. The world is coming
together to embrace products that provide quality at the same time keep
the planet safe. This also comes at a time when the world is connected
to a one-stop-shop for everything. Therefore, digital marketing is the
field that good meat management needs to embrace and work on
achieving the best out of. Good meat is a product that the world
population should look out to taste.

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