MKT3017

DIGITAL CAMPAIGN PLANNING & ANALYTICS

ASSIGNMENT -2

Topic: Digital Marketing Campaign Planning for Kent Camera Castle Company

Name: Alefiya Mustafa

MISIS: M00739545
Module Leader: Matthew Stuart Brown
Module Code: MKT3017

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Table of Contents
Introduction..........................................................................................................................................3
Digital Campaign Objectives.................................................................................................................3
Overarching Digital Marketing Campaign Proposal & Plan.................................................................4
Two Digital Techniques to Achieve Objectives.....................................................................................6
1. Google Ads:....................................................................................................................................6
2. Social Media Marketing.................................................................................................................6
Measurement Strategies......................................................................................................................8
1. Google Analytics and Conversion Tracking....................................................................................8
2. Social Media Metrics.....................................................................................................................8
3. Website Analytics..........................................................................................................................8
Recommendations................................................................................................................................9
Google Ads........................................................................................................................................9
Social Media Marketing.....................................................................................................................9
REFERENCES........................................................................................................................................10

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Introduction
According to reports, 44% marketers understand the importance of a digital marketing plan
for their business. However, only 35% have a strong digital strategy implemented in their
plan (SmartInsights, 2017). By laying out a detailed plan, marketers can leverage the power
of digital marketing that will help their business to stand out from competitors. A digital
marketing strategy helps in identifying best platforms and tools to reach target audience,
gain better understanding of market share and develop an effective value proposition
(Stronge, 2014). Planning, implementing and monitoring digital campaigns will help reduce
risks of failure and avoid wastage of valuable resources while giving effective returns. The
following paper will establish a detailed marketing plan for Kent Camera Castle Company. It
will begin by setting goals and then analyse different ways to achieve them.

Digital Campaign Objectives

a) Increase social media engagement by 10% within 2 months
b) Increase website traffic by 12% within 2 months

The first objective to be achieved with the digital campaign will increase social media
engagement. Leveraging social media channels to increase conversions can prove
extremely valuable. About 3.6 million people worldwide are active users of social media,
making it the perfect channel to attract leads. Any information that can be used to identify
individuals interested in a business can be referred to as a ‘Lead.’ Leads could range from
names, phone numbers, email addresses, interests, etc. Social media lead generation is
beneficial for all marketers as it helps them identify the right audiences interested in a
business, target them with the necessary information and finally convert them into loyal
consumers. Social media helps amplify the lead generation efforts by improving customer
engagement, enhancing brand awareness, and driving website traffic. The second objective
is to increase the website traffic of Kent Camera Castle Company by 12%. Websites play an
essential part in a business’s success as it communicates the entire brand and vital details
to the target audience. Having a good digital strategy for website traffic is crucial for any
business looking to expand brand reach. Increased traffic will equate to more people viewing
the brand, thereby increasing the opportunity of attracting potential buyers. 

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Overarching Digital Marketing Campaign Proposal & Plan

A well-known theory of communication and digital marketing, the AIDA model, will be used to
develop the marketing proposal. Barry and Howard (2007) state that the AIDA model
(Attention, Interest, Desire, Action) is a four-step process to gain consumer attention, attract
interest, form desire, and take necessary action. For years, this model has been used by
marketers to assess the cognitive impact of an advertising message on consumers at every
step leading up to the purchase decision (Nadzim, 2015). 

Attention: In a study conducted by Lagrosen (2005), capturing attention through internet

marketing techniques can be slightly tricky. However, multiple techniques can enhance a
consumer's attention toward Kent. First, paid search engine ads such as Google Ads will be
used to increase website awareness and drive traffic. Google Adwords is an online
advertising platform powered by Google that uses a bidding system to make an
advertisement placed by the owner appear on Google web pages (Ireland, 2012). Following
techniques will be followed as part of the ad campaign and help Kent stand out from
competitors: 
1. Choosing a set of relevant keywords that includes all potential keyword searches. In
this case, keywords such as Photography, Cameras, Photo, Camera Equipment,
Professional camera, Photographers, Best Cameras, Photoshoot will be used.
2. Bid on highly searched keywords such as Photography, Cameras, Photos, and
Videography to get an edge over the competition.
3. Creating an attractive display ad. Graphically appealing advertisements are seen to
attract more users regardless of the content. 
4. Improve the speed and layout of the website for a smoother experience and engaged
traffic. 
The above techniques will be implemented to increase website traffic, achieving the first
objective efficiently. 
Second, the target market of Kent, which are 18-30-year-old aspiring photographers, can be
funneled into the awareness stage with interactive social media content on Instagram,
Facebook, and TikTok, all platforms where Kent's target audience is highly concentrated.
Initially, paid ads will be implemented on these channels to ensure better reach. Another way
to build awareness within the industry is by identifying relevant hashtags, engaging in
conversation, and inviting others to engage with Kent's posts. 

Interest: Once the attention of a potential user is grasped with creative Google Ad
placements, the next step would be to motivate them to engage with the ad. Making a

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creative and value-driven ad copy will be vital to encouraging users to read the ad further. All
important text and offerings will be highlighted boldly to communicate enough information. All
USPs such as 'Never seen before Camera gear' or 'Next day delivery' and essential CTA's
like '10% off on the first purchase, order now' or 'Click here to know more' need to be
highlighted to enhance consumer retention.
In the interest stage of social media, vital product features through constant posting and
engagement will be focused upon. Here, the audience is merely aware of the brand and is
not bound to follow and stay (Arnoldi, 2018). It will thus be essential to communicate the
story of Kent in a way that makes consumers return. 

Desire: At this stage, users are highly interested in a brand's product but still question
whether or not to engage (). One method that can be employed is holding short
complimentary photography workshops demonstrating the use of heavy camera gear. This
serves as an educational offering and showcases the brand's products. Well-known
photographers will be brought on board to give valuable lessons to aspiring photographers
while endorsing Kent products. Studies reveal that consumers are likely to have a more
positive attitude toward brand products endorsed by trusted individuals (Deshwal, 2015).
These workshops will be pushed through paid ads on Google and social media.
Furthermore, (Silverman, 2011) states that consumer decision-making is sometimes also
based on influences outside the control of a digital marketer, such as reviews, referrals,
blogs, and other types of user-generated content. Kent will utilize user-generated content
from well-known people and current consumers and heavily re-share it on social media to
establish trust and influence purchase decisions. 

Action: The final stage of the marketing funnel is generally easier to get across. Here, users
have sufficient information and have shown a desire to buy from the brand. Enhancing
check-out and online shopping experience can be crucial for customer retention and repeat
purchase behavior (N.A, 2018). Using compelling CTA's and simplifying user navigation
across the website and social media platforms will help customers make a smooth purchase.
In this stage, sales promotion tactics such as discounts bundled offers, and more ensure that
the user has a strong intent to buy. Positioning the product as limited availability can also
increase buying behavior as Brehm's reactance theory states that obtaining a scarce or
limited product is more attractive to individuals due to their need to not feel left out (Brehm,
1981). 

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Two Digital Techniques to Achieve Objectives

1. Google Ads:
Google Ads, also known as Pay Per Click (PPC) advertising, is a banner or link-based
advertisement displayed in search engines and usually dependent on keywords. An
essential advantage of PPC ads is their protection against unethical competitor activities
(Mulawarman, 2017). Google Adwords has a system to identify ‘invalid clicks’ through a
user’s cookies, IP, and frequency of clicks (Lipinski, 2018). Another benefit is the ability to
launch an advertising campaign quickly. It may take only less than an hour for experienced
users to build an entire campaign, making it easy for more individuals to learn. The
possibility of permanent optimisation of a campaign is also an added advantage. Campaign
optimisation refers to tweaking the campaign to meet the fluctuating responses. Continuous
monitoring of results can allow quick optimisation, increasing conversion and click-through
rates (Weidaman, 2017).
Google Ads will be effectively utilized for Kent Company to increase website traffic. First,
accurate keyword matching to target the accurate audience will be used. Broad Keyword
Matching will ensure Google matches search keywords that also include synonyms, typos,
and misspellings. Default matching with negative keywords is also vital to avoid irrelevant
searches and wrong traffic. Second, Google Shopping Campaigns are highly beneficial for e-
commerce websites. As per Merkle Report (2020), shopping campaigns contribute to 60% of
Google Ad Clicks. All products on the Kent website with high sale value, unique features,
market differentiators, best sellers, and famous bulk selling items will be displayed in the
Shopping Campaign.

2. Social Media Marketing

Social media marketing is a highly preferred digital marketing technique used by managers
to enhance the brand reach and increase market share. Social media allows user
involvement which can be as simple as posting comments, reviews, and sharing opinions
and as complex as giving lifestyle recommendations to people with similar tastes (Wasiq,
2012). Marketing on this platform allows marketers to create a close community and
relationship with the target audience and expand toward an untapped market (Rooney,
2011). Building strong relationships with consumers through social channels becomes key to
enhanced brand loyalty and repeat purchases (Khan, 2012). 
The primary channels used for Kent’s social media plan are Instagram, Facebook, and
TikTok. LinkedIn and Pinterest will be secondary channels. 
(i) Instagram: This platform was created with the sole purpose of sharing photos and
videos. Globally, Instagram has over 200 million users, mainly aged between 9-and 55. It is

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argued that users do not perceive Instagram promotions and posts negatively as the
platform’s algorithm only exposes them to the content they have previously interacted with,
making it self-selected. Kent will run a brief campaign on Instagram inviting aspiring
photographers to share their best pieces based on a given theme. The hashtag
‘#ClickWithKent’ will be dedicated to this campaign, where users can view other works and
build a community around this hashtag. Kaikati (2014) argues that hashtags contribute to the
viral marketing feature of Instagram, harnessing the power of personal touch and
encompassing the content from a big group. The campaign’s reach grows as more real
people participate and share organically.
(ii) Facebook: Facebook can be used to target the slightly older age group. The features of
Kent products will be highly advertised through paid campaigns on Facebook, informing
consumers of the unique products available and driving this traffic to the website to initiate a
purchase. The campaign advertised will be ‘ClickWithKent,’ where the best works of aspiring
photographers are shared and appreciated. 
(iii) TikTok: Video content is on the rise in the current digital landscape, with users
connecting more with creative brands harnessing the power of video marketing (). TikTok is
an effective platform to target the millennial audience. This audience is still at a senior
secondary education level, thereby determining career goals, many of which wish to enter
the photography field or pursue it as a hobby. Showing behind the scenes with Kent camera
gear, providing tips for usage, short lessons, and interactive videos will help this crowd
connect with Kent. Video marketing will thus enhance social media presence and help Kent
gain a better reach among youth. 
(iv) Pinterest: A visual search engine, Pinterest content has a longer shelf-life than other
social platforms as accurate keywords can help a brand get discovered by users searching
for it. Studies also show that individuals actively use Pinterest to shape their purchase
intentions. Thus, for the photography sector, this platform can be an essential tool for driving
brand awareness, engaging audiences, and increasing product sales and click-through rates
(Warren, 2020). The shopping tab of this platform will be utilised for Kent to help drive traffic
toward e-commerce sales. All photographs on the Kent page will be shoppable pins so
consumers can be immediately directed toward the connected product if interested in
purchasing. By creating audience-tailored content, maintaining brand aesthetic, and
promoting the work of other aspiring photographers, Kent will develop a successful Pinterest
strategy that can also enhance website traffic.

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Measurement Strategies
1. Google Analytics and Conversion Tracking
There are several ways in which the effectiveness of a Google Ad Campaign can be
determined. First, monitoring the performance of keywords. Keywords are essential phrases
or words that describe a product on the search engine and help determine the ad
placements (Rzemieniak, 2015). Kent will regularly monitor the keywords to understand
which keywords meet the ad campaign goals by customising the AdWord statistics to track
keyword performance using match type. Google also assigns a Quality Score to each
keyword to help determine ad rankings. Kent will ensure all ads with a higher quality score
that drive traction to the website are retained, while those not performing well will be
optimised or removed. Another metric, such as the conversion rate, can also be considered
as it allows for understanding how often an ad is clicked and leads to the individual
completing the required action -leading to a conversion. The conversion rate can be
calculated by dividing the total number of conversions by the number of ad clicks. 

2. Social Media Metrics

Tracking social media marketing performances is essential to understanding Kent's return on
Investment (ROI) marketing efforts. There are many metrics available to measure the
success of social media campaigns. First, social media impressions will be monitored to
judge the effectiveness of paid ad campaigns. These impressions show how a target
audience gets exposed to the brand content (Dopson, 2021). This data is valuable to Kent
as it will help understand how well the paid ad reached the required users and make
informed decisions about future ad budget allotment. Second, analysing the engagement
rate of all social channels is essential to know which channel is generating the highest ROI.
The engagement rate can be calculated using the total number of likes, shares, saves, and
comments of each channel relative to the size of the audience and followers. Kent will
undertake regular analysis of all major platforms such as Instagram, Facebook, TikTok, and
Pinterest to ensure that many followers generated from paid ads translate into interactive
consumers. Third, the social share of voice helps determine how many people talk about
Kent on various social channels (Taylor, 2019). Using a good social media analytics tool,
Kent can calculate the number of their brand mentions within the industry against
competitors to understand if the social strategy is working. Other metrics such as audience
demographics, customer response rate, follower growth, and clickthrough rates will also be
tracked. 

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3. Website Analytics
In order to effectively meet the previously set objective of increasing website traffic, Kent will
aim to measure the following website metrics to ensure smooth functioning. By
understanding the bounce rate of each page on the site, the number of people who leave
after simply viewing one page without interacting with any pages can be reduced
(Cummings, N.D). Kent's website will reduce bounce rate by having engaging, quality
content such as blogs that directly resonate with the target users. Having interactive CTA’s
and high-quality links will drive the required behavior from the audience. Second, website
traffic is important to measure where the website is attracting visitors. Various digital
strategies being followed by Kent revolve around social media campaigns, paid ads, and
targeted search engine marketing. Advertising efforts on well-performing platforms can thus
be increased and optimised for the other channels to make them more effective. Lastly,
measuring pageviews shows how many times a specific page on the website was viewed in
a period (Fahrion, 2019). Kent can use this metric to understand how popular each page is
and the type of content performing well, giving valuable insights for improvement. Google
Analytics is the tool that can be used to dissect the data of visitors coming to a website. This
data includes how the page was found, what pages the user interacts with, and how long a
user stays on the site (Plaza, 2011).

Recommendations
Google Ads
Regularly updating the negative keyword listing of the ad placements to avoid bounce rates,
low CTR, and improving landing page experience can be practised to boost all campaigns in
terms of cost-effectiveness and quality score. Geotargeting is another way to increase ad
views and reach. Focusing and narrowing the search to areas that are least likely to show
purchase behavior can be beneficial in running successful Google campaigns (Kirchmyer,
2021). 

Social Media Marketing

One way in which the social media marketing efforts of Kent Camera can be improved
drastically is influencer marketing. Lee (2017) states that influencer marketing has seen an
exponential rise over the past few years due to its ability to reach a more precise audience,
boost engagement, expand contacts outside industries and enhance cross-channel
campaigning for a lower cost. Kent can leverage the power of influencer content to help
motivate purchase intent; that is the action phase in the previously discussed AIDA model.
As the type of content released by the influencers will be part of user-generated content, it

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will amplify feelings of trust and credibility among the audience. On-boarding well-known
creative directors, photography artists, and micro-influencers for retargeting ads providing
promo and affiliate codes can be used to enhance social media engagement. 

Appendix

Kent Castle Camera Campaign Search

Keyword Average Monthly Search Volume Competition

Keywords Negative Ad Variation 1 Characters

leftover
Headline 1 (30)
Headline 2 (30)
Headline 3 (30)
Description 1 (90)
Description 2 (90)
URL
Keywords Negative Ad Variation 2 Characters
leftover
Headline 1 (30)
Headline 2 (30)
Headline 3 (30)
Description 1 (90)
Description 2 (90)
URL

A. PPC DISPLAY ADS

Kent Castle Camera Campaign PPC Display Ads Plan

Site Position on Dimension Image Description Content and URL

page CTA

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