Digital Marketing Plan : Case Indian Masala Kebabish
Tufail, Samra (2021)
Tufail, Samra
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061616134
https://urn.fi/URN:NBN:fi:amk-2021061616134
Tiivistelmä
The thesis was created with the aim to develop a digital marketing plan for a small business that operates in the restaurant industry. The digital plan has been developed by using PR Smith’s SOSTAC® planning system with a focus on two social media platforms: Facebook and Instagram. The aim was to improve the performance of the social media pages of the restaurant and to increase engagement with customers. So, a detailed plan was developed using a digital marketing plan for the restaurant.
Firstly, in the introduction chapter, a brief background of digital marketing planning, digital marketing plan benefits, and a small introduction of the restaurant was discussed. The following chapters explain digital marketing, content marketing, social media marketing, the purpose of social media marketing, social media channels, Facebook & Instagram, and how to increase engagement.
The fourth and fifth chapters elaborate SOSTAC® planning model and the implementation of the planning model. The steps include situation analysis, objectives, strategy, tactics, actions, and control also some suggestions were provided under implementation. The design of the plan was done in cooperation with the owner, competitor’s analysis, and customer analysis was implemented too. The plan recommends many options to the owner regarding different types of posts, engagement growth rate with the customers, and the implementation of different techniques. Also, the plan described different types of content that should be posted on Facebook. The plan also emphasized creating an Instagram page and promote it according to the action plan. The restaurant owners should include pictures, videos, some games, emotions, special discount offers, news, etc. on their social media pages. The restaurant owners should manage the page actively and answer the question more quickly, use tagging and hashtags, and post user-generated content. Restaurant owners should ask questions to their customers on social media by creating polls and holding some contests.
Firstly, in the introduction chapter, a brief background of digital marketing planning, digital marketing plan benefits, and a small introduction of the restaurant was discussed. The following chapters explain digital marketing, content marketing, social media marketing, the purpose of social media marketing, social media channels, Facebook & Instagram, and how to increase engagement.
The fourth and fifth chapters elaborate SOSTAC® planning model and the implementation of the planning model. The steps include situation analysis, objectives, strategy, tactics, actions, and control also some suggestions were provided under implementation. The design of the plan was done in cooperation with the owner, competitor’s analysis, and customer analysis was implemented too. The plan recommends many options to the owner regarding different types of posts, engagement growth rate with the customers, and the implementation of different techniques. Also, the plan described different types of content that should be posted on Facebook. The plan also emphasized creating an Instagram page and promote it according to the action plan. The restaurant owners should include pictures, videos, some games, emotions, special discount offers, news, etc. on their social media pages. The restaurant owners should manage the page actively and answer the question more quickly, use tagging and hashtags, and post user-generated content. Restaurant owners should ask questions to their customers on social media by creating polls and holding some contests.