Digital Strategy
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This digital strategy aims to increase Gillette's brand awareness and market share among men aged 16 and older. It will run advertising campaigns on Facebook, Twitter, Instagram, YouTube and LinkedIn, optimize Gillette's website for SEO, establish a company blog, and run display ads on websites that target men. A mobile app and mobile coupons will also be developed. The $576,000 budget will be allocated to SEO, social media ads, email newsletters, and the mobile app over the one-year period from June 2016 to June 2017. Key metrics like ad engagements, website traffic, and sales will measure the campaign's success.
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The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
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business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
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organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
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perform efficiently and effectively towards the attainment of group goals".
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#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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Digital Strategy
- 1. GILLETTE DIGITAL STRATEGY: INTRO & OVERVIEW The following digital strategy is aimed to accomplish the goals of generating higher brand awareness and to develop a greater market share. Gillette is headquartered in Boston, Massachusetts. Uses the slogan “The Best a Man Can Get.” Gillette’s products cater to primarily to men’s shaving and personal care needs.
- 2. TARGET AUDIENCE & BIG IDEA The target audience for this digital strategy are males who are looking for a smooth, clean shave or looking to stay well-groomed. For this campaign we are targeting males that are 16 years old and over who need to shave or stay trimmed. The big idea behind the campaign is that Gillette’s products can help guys look and feel their best. Our big idea also relies on portraying the idea that Gillette’s products are also used by the best as well to further help make our target audience feel confident after using the products.
- 3. GILLETTE WEBSITE & SEO The campaign will encourage Gillette to make very minimal tweaks to the structure of their website. I encourage Gillette to use more key words/phrases on their website to become more optimized for search engines To accomplish this the campaign would link Gillette’s website to third-party blogs and have Gillette run their own company blog.
- 4. SOCIAL MEDIA: ADVERTISING AND USING GILLETTE’S ACCOUNTS The campaign calls for promoting Gillette and their products with the following social media platforms: Facebook: Run ads that are cost per click targeted to males over the age of 16. Use company profiles to promote products and share information. Twitter: Click to engage advertisements that take the user to the Gillette website. I also suggest that Gillette becomes active with users on twitter to reach more members of the target audience. Instagram: Promote products with photos and use keywords in hashtags of captions/comments to connect with users. Youtube: Pre-roll advertisements on videos that reflect the interests of the target audience. LinkedIn: Targets professionals who are likely to shave regularly for their careers.
- 5. INTERNET ADVERTISING & SEARCH ENGINE MARKETING The campaign features display advertisements on various websites that reflect the interest of our target audience such si.com, mensfitness.com, gq.com, etc. Search engine marketing that features search advertisements to help steer more users to their website or their product pages.
- 6. MOBILE EXPERIENCE My campaign would also feature some changes to make Gillette’s presence on mobile devices better. This will be accomplished by adding a mobile coupons section to the mobile site as well as putting QR codes in stores for customers to scan. A Gillette mobile app that connects Gillette directly with users.
- 7. NEWSLETTER & EMAIL Weekly newsletters via email to members of Gillette’s shave club and those that choose to subscribe will be used to generate more traffic to Gillette’s website. The newsletter would feature information such as product updates, exclusive offers and new trends. By sending out weekly newsletters they will be constantly updating consumers and making their presence known.
- 8. PERFORMANCE INDICATORS To measure if our campaign is successful I would suggest using the following metrics: Clicks and engagements with advertisements. How many users are visiting the website. Increases or decrease in followers and interactions with users on social media. Sales and market share changes.
- 9. BUDGET & TIMELINE The timeline for our campaign is from June 2016 until June 2017. Budget (amounts are for duration of campaign): Overall: $576,000 Search Engine Optimization: $115,200 Social Media/Internet Ads.: $345,600 E-Mail/Newsletters: $57,600 Mobile App.: $57,600 Budget made using: digitalmarketingcalculator.com 115,200, 20% 345,600, 60% 57,600, 10% 57600, 10% Budget (amounts in dollars): SEO Social Media/Ads. Email/Newsletter Mobile
- 10. SUMMARY Our campaign runs from June 2016 to June 2017 Total budget of $576,000 A revised website featuring ties to blogs for Gillette to be better optimized for search engines. Establishing a greater presence on, and using to advertise, five major social media platforms. An improved mobile experience that calls for a mobile app.