EVALUATION (OUTCOME): BACKGROUND OF THE STUDY: DIGITAL TODAY.

EVALUATION (OUTCOME): BACKGROUND OF THE STUDY:

DIGITAL TODAY. Digital communication strategies have been eating a bigger share of the total communication budget in an increasing number of industries nowadays. This stems from a growing appreciation of the value of social media platforms that are being accessed by these companies' key stakeholders. However, 80% of digital marketing strategies fail due to lack of strategic alignment with business goals as well as with reputation-building and stakeholder relations management initiatives. Moreover, the use of digital tools seems to be more common among campaigns involving fastmoving consumer goods. It being the newer media platform over the traditional media of radio, TV and print, there is a challenge to go beyond only tactical use of the digital platforms and instead weave them seamlessly and purposively with all other tools that the company uses. Another challenge is to go beyond metrics such as number of likes and instead go for more concrete measures of the impact of these digital media to thecompany. The ultimate challenge is how to make the digital tools really contribute to hitting business targets such as sales.

THE COMPANY ABC Inc. is a cement manufacturing company that operates globally but has investments in the Philippines and in countries in Southeast Asia. The Philippine company is a publicly listed firm. With the growing demand for cement due to the local construction boom -- infrastructure building and rebuilding in typhoon-stricken areas -- ABC wants to look at how it can be the company of choice, maintain its being one of the leading companies in the country, and deal with more aggressive competition. Marketing wise, how can ABC use its existing digital tools more comprehensively to support its sales, enhance corporate reputation, sustain its brand positioning, and boost customer touch points. 

ABC has a website, a Facebook page, an intranet facility, and a Google-based email network that enables it to communicate to both its internal and external stakeholders. These digital communication tools are currently being used primarily to disseminate information for target stakeholders to be more aware of important company developments. Target of such digital efforts would be: ABC's customers of real estate developers, hardware store owners, industry partners such as architects and engineers; key influencers in its host communities in Luzon, Visayas, and Mindanao (areas in the country where ABC plants operate); and its 2,000 employees (only 2/3 of which are connected via email). 

ABC needs a digital campaign that will combine creative messaging with strategic use of communication touch points to generate the impact it wants to make on its target stakeholders. The campaign must be executed in a cost-efficient manner. 

What one-year digital communication campaign can you propose?

SCENARIO:

A CEMENT COMPANY IS PUTTING A BUSINESS HERE IN THE PHILIPPINES. THE MANAGEMENT IS PLANNING TO INTRODUCE ITS BRANDS WITH A GOOD DIGITAL MARKETING CAMPAIG. HOWEVER., THE CHALLENGE IS THAT THE MARKET IS A B2B MARKET AND THE INDUSTRY IS SOMEHOW CONSERVATIVE WHEN IT COMES TO DIGITAL PLATFORMS. COMPETITORS ARE ALSO DOING A LIMITED DIGITAL MARKETING ACTIVITIES. CONSIDERING THESE CONCERNS, IS THERE REALLY A PLACE FOR DIGITAL MARKETING ? PLEASE PREPAPARE A DIGITAL MARKETING CAMPAIGN PROPOSAL TO ADDRESS THIS CONCERN.

PAPER FORMAT:

I. EXECUTIVE SUMMARY

II. COMPANY PROFILE

III. SITUATION ANALYSIS

A. INDUSTRY ANALYSIS

B. COMPETITOR ANALYSIS

C. E-MARKETING MIX

D. TARGET PROFILE

E. PRODUCT /SERVICE POSITIONING

IV. PROPOSED WEBSITE

V. MARKETING GOALS, OBJECTIVES, AND STRATEGIES

VII. BUDGET AND IMPLEMENTATION