Developing A Digital Marketing Plan For Multi-Channel Capabilities

Situation Analysis

The report gives an insight into business marketing from the point of view of a digital marketing executive for a medium sized company located at the Canary Wharf, one of the key financial Centre of United Kingdom. In other words, Canary Wharf represents the commercial estate on the Isle of Dogs in the United Kingdom in the London Borough of the Tower Hamlets. The company chosen here is Carlson Wagonlit Travel that provides the service of managing the business travels, events and meetings for companies and non- government and government organisations (carlsonwagonlit.com 2018). It is one of the leading digital travel management companies across the world that helps the organisations of all the sizes in delivering travel program engaging the employees thereby empowering them in becoming more productive. Besides, the company looks after enough travellers by filling close to over 260 Boeing 787s and 100,000 hotel rooms, handling close to 105 corporate events and talking over 300, 000 people over the phone along with answering close to 2 million emails every month. The company follows a strategy where through perfect blend of technology and people it delivers personalised, seamless and integrated experiences.  The report focuses on the development of digital marketing strategy and plan for building multi-channel capabilities of the organisation. The report also explains the evolution of the omni-channel marketing within the organisation. The report even determines and puts forward the performance metrics and the measurement techniques within the digital marketing plan for the organisation along with the determination of set of actions for improving the digital marketing performance of organisation.

Developing Digital Marketing Plan and Strategy for Building Multi-Channel Capabilities for Organisation

Multichannel marketing capabilities of an organisation refers to the process of utilisation of online and offline channels of marketing communications for engaging and targeting the customers (Cummins, Peltier and Dixon 2016). An efficient multichannel marketing plan puts forward the techniques and channels of marketing communication necessary for enabling the customer acquisition for the particular service or the product categories. A multichannel marketing plan helps in strategically connecting the multiple channels together into one thereby leading to multi-channel approach to communication.  Therefore, the digital marketing plan for building the multi-channel capabilities of the organisation would depend on the SOSTAC framework (Tabrizi and Kabirnejat2015). The six different components of the framework include situation analysis, objectives, strategy, tactics, action, execution, or control (Chaffeyand Smith2013).

The description of each of the components is as follows:

This would refer to defining the present state of the company. The current state of Carlson Wagonlit Travel focuses on the reduction of cost through best travel management solutions. Presently, the company launched a newer business division solely dedicated to the hotel distribution known as RoomIt. The newly launched division focused on the creation and delivery of the new and the innovative experience for expansion of access and greater variety of customer accommodations across the world. For example, travel management service provided by Carlson Wagonlit Travel to a Biotechnology firm helped the company in saving up to US$15.5 million in airfare services along with US $1.4 million in the hotel programs (carlsonwagonlit.com 2018). Carlson Wagonlit Travel also aided an automobile manufacturer, by transforming close to 22,000 square meter rooftop into the vehicular test track along with creation of a tagline that complemented the overall concept of its event. The Carlson Wagonlit Travel also helped in uncovering savings opportunities through negotiation of the reimbursement from the supplier. Besides, the company also delivered a secured and safety solution including track report of a powerful traveler, destination communications and communications related to crisis and alert.

Objectives

The objectives include (carlsonwagonlit.com 2018):

1. Increasing the sales and the revenue: This is done either by increasing the number of customers or increasing the size of average transaction or increasing frequency of the transactions as per the customers or by raising the price. Carlson Wagonlit Travel would particularly do so by driving the results through innovation and insight,digital transformation of the business travel and the adoption of the clear strategic vision for meeting the evolving needs.
2. Increasing the Profit Margins: This is done by increasing the price or narrowing the focus or by imposing limitation in the discounts or cutting down waste. It also includes scheduling the employees towards the needs while avoiding the scheduling of overtime and convenience of the employees
3. Ensuring brand awareness and customer satisfaction through digital channels of marketing. The existing digital channels of marketing included email marketing, search engine optimization, advertising through pay per click, display advertising, content marketing, affiliate marketing, content marketing and the social media marketing. Carlson Wagonlit Travel can choose any of the digital marketing channels for ensuring customer satisfaction and brand awareness.

This refers to the strategies adopted in reaching the objectives. The company needs to adopt strategies that would enable it in blending the people and the technology thereby delivering personalised, seamless and integrated experience. Some of the strategies are as follows (Ryan 2016):

1. Identification of the Target Audience: It is one of the most important strategies for tailoring accurate messages for inviting the customers since the content would not be lost in the way or loose traction
2. Keeping an Eye on the Competitors: This will help in identifying the top competitors and identify the ways in which they use digital marketing in reaching the customers.
3. Prioritizing Digital Tactics and Channels: It is necessary to prioritise the digital channels for generation of the required amount of traffic. Prioritisation might take place in the following manner:

• Email marketing
• Social media platform like YouTube, Instagram, Facebook, Twitter, You tube and Pin interest.
• Referral Traffic
• Directory listings
• Press

1. Ensuring Quicker Wins: It is necessary to identify various digital tactics and channels that would be accurate for the business depending on the customer and the business objectives. Thus, for raising the customer service along with the brand awareness of the company social media marketing strategy is adopted.
2. Measurement of the results: To quantify and measure the increase in the online sales and the natural search traffic there should be creation of SMART performance indicators.
3. Undertaking Monthly Review: This strategy involves reviewing the marketing tactics on a regular basis thereby driving the results in a regular manner for adapting to the newer campaigns thereby taking advantage of the opportunities.

However, the most important strategy for Carlson Wagonlit Travel in achieving the objectives lay in identification of the target audience and the prioritisation of the digital channels and techniques.

Tactics: It implies adoption of techniques for delivering customer grade omni-channel experience for the traveler and easy to use solutions for the customers thereby providing the best data and hotel offering (carlsonwagonlit.com 2018). This can be achieved through the management of 4Ps which are product, price, place and promotion. In terms of product, price and place, Carlson Wagonlit Travel through a perfect blend of technology and people delivers personalized, seamless and integrated solutions at reasonable prices across the world. The company also puts forward that there has also been an evolution of the needs and expectations of the customers so the business gets adapted to the newer dynamics. This encouraged the company in the creation of unbeatable customer offering and experience for enhancing the value of the partners and the clients. This involved the delivery of an omni- channel, consumer grade experience to travelers, easy to use solutions for the customers along with offering of best data and hotel offering. In order to implement this, the company undertook promotions through various digital platforms and hotels.

Actions: This involved training of the marketing and sales staff. It would also include expansion of the travel management potential through ideal technology that works (carlsonwagonlit.com 2018). Actions also involves posting of messages regarding the company’s offering on various social media platforms like Facebook and Twitter. As a necessary action the company also have contingency plan for dealing with the unexpected disaster through traveler tracking, evacuation, repatriation and emergency alerts. It can be through the creation of a technologically advanced travel platform, technology driven real time data and effective communication. In other words, Carlson Wagonlit Travel provides easy, personalized and friendly booking services that not only saves time, stress and money while managing the corporate travel.  

Control: This refers to the monitoring, estimation, investigation, modification and up gradation of the system along with focus towards customer care,cultural diversity, reliability, integrity and excellence (Kaufmanand Horton2014).

Omni Channel refers to the multichannel approach to the sales that helps in providing the customers with a seamless experience of shopping irrespective of the means of shopping that includes online shopping through mobile or desktop or through bricks and mortar store.

Omni channel marketing evolved within Carlson Wagonlit Travel through the adoption of digital 3.0 strategies that allowed the following (Verhoef, Kannanand Inman2015):

• Ensures Seamless experience
• Supports Smart Phone Apps
• Allows internal and hybrid cloud
• Ensures click to video facility
• Allows big data and analytics
• Ensures 360 degrees view of the customers

Figure 1: Diagrammatic Representation of Transition to Omni Channel Marketing

Source: (Cummins, Peltierand Dixon2016)

Determination and Evaluation of Measurement Techniques and Performance Metrics in Digital Marketing Plan

The determination and evaluation of the measurement techniques and performance for digital marketing plan is done by adopting the following steps:

• Measuring Traffic Generation: It is a vital tool for measuring the effectiveness of the digital marketing plan since it puts forward a bird’s eye view of the plan in driving the traffic (Järvinenand Karjaluoto2015). The number of visits will steadily build provided the plan is healthy. Provided the number of visits does not build steadily then it becomes necessary for reviewing the marketing channels and thereby adjust the things that do not work.
• Identification of the number of New and Return Visitors: This shows the effectiveness of the marketing plan in engaging and reaching the customers (Stoneand Woodcock2014). If the digital marketing plan is incapable of attracting new visitors then it becomes vital in making certain adjustments to the strategy. Provided the bounce rates are high then also it becomes necessary to adjust the outreach efforts.
• Identification of the Repeat Customers:This particular metric remains effected by elements that includes the level of relevance of the site to the customers, freshness of the content, design elements such as the ease of the navigation, consistent branding, contact information and FAQs. If the users travel through the site and does not return then it becomes necessary take note of the website relevance and design, use of keywords and the ultimate strategies of marketing.The rate of the return to the site helps in determining whether there is a need for improvement in content for making it more enticing to the consumers.  
• Origination of the Visitors:It portrays the origin of the visitors thereby acting as useful metric in determining the channels that performs well. Higher organic results indicate a stronger search engine optimization since increasing number of people is visiting the website after performing the search. Higher social traffic remains indicative of the social media presence and advertising. The external results on the other hand shows the effectiveness of brand  on the third-party websites
• Keeping tab on Click through Rates:This metric represents the traditional measurement for the key performance indicators (KPI) and helps in determining the effectiveness of the digital marketing plan in combination with the other metrics (Dodson2016).
• Identification of the Conversion Rate: It is necessary for tracking this metric as it helps in increasing the interactivity or the generation of the leads through filling a commenting form. These conversions are measured by setting up a goal in the analytics toolbox. Provided the conversion rate is low, it becomes necessary for assessing the aspects of the website including the navigation, design, relevance, checkout process and engagement potential.
• Cost per Lead (CPL):This helps in providing detailed insights intoeffectiveness of specific channels of marketing. In case the value remains too high in comparison to the products or the service, it becomes necessary to adjust the digital marketing plan accordingly (Leeflang et al. 2014).
• Cost Per Click (CPC): The value is calculated by dividing total cost of the clicks by total clicks. The cost of each of the click remains determined by the keywords (Tiagoand Veríssimo2014). Provided the value of CPC remains higher compared to rate of conversion, then it becomes necessary in reviewing the keywords and adjusting them in seeing the ones that work and the ones that does not. Analytics is used for guiding the program.
• Identification of Social Metrics: This refers to the exposure and is measured in terms of interactivity. Social metrics includes comments, new followers, likes, channel views, subscribers and bouncers in relevance to the social media platform. When things become social, the growth rate represents an important metric.
• Measurement of ROI: Measuring the return on investment (ROI) of the digital marketing campaign not only can be confusing but also complicated (Spillerand Tuten 2015). Varied channels of marketing have varied objectives based on the goals and the targeted customers. The calculation of the ROI for the individual channels provides a better insight into the plans of digital marketing thereby generating sales and conversions. It also helps in portraying the areas that needs to be dropped or divided.

Actions for Improving the Performance in Digital Marketing for the Organisation

The set of actions include:

• Access to Proper Technology: Knowing the allocation of the budget it is necessary for determining the technology stacks needed for accomplishing the goals. Some of the core platforms includes CMS, CRM, marketing automation, social media platform monitoring, scheduling and engagement content management platform (Roetzer 2014)
• Optimising Search Engine Optimisation (SEO): It is necessary for optimising the SEO score. Theoptimisation of the content can take place by focusing on either the URL structure or the HTML formatting correlating with the product keywords. The success of the SEO can be determined through the volume of traffic and the number of people clicking the most on the site.
• By Measuring Content Reach: Measuring both, the internal and the external reach will help in providing a better picture of the content types, messaging and topics. Audit of the external reach can be performed through considering number of engagement per month that remains categorized by the engagement type, number of engagements through persona, content type and sales stage, engaged and shared assets in each of the quarter.   
• By Tracking Social Media Channels: Marketing via social media has become increasingly prevalent within the business-to-business space (Mulhern2013). The performance in digital marketing can be improved by using the power of the social media for broadening the overall reach and presence. At the same time, it is also necessary to apply the most suitable social media channel into the marketing strategy and track its overall performance. Tools such as Google Analytics can be used for tracking the performance. There are however some social media channels that have inbuilt tools for auditing the strategy.  Facebook Insights is one of the examples and it helps in measuring crucial metrics like the time of the day the users remain online, post engagement and post reach.

• It is recommended to focus on the conversion compared to the leads: The key pillar determining the success of the digital marketing strategy is the data. Data along with metrics influences every action and decision taken by a marketing team. In present day market, digging through data is necessary in understanding where the potential customers spend their time.
• It is recommended for setting the stage for long-term value: While determining the digital marketing decisions the marketers should focus on the long-term value. Prior to pouring the resources into digital marketing strategy for social media platforms marketers should perform due research and diligence for ensuring that the investment pays for long term.
• It is recommended to double down on the customer service: The digital marketing plan should be designed in a manner that would help in repeating brand conscious customer service tactics across the multiple channels and platforms. This acts as a critical component in determining the success of omnichannel marketing thereby ensuring seamless and integrated experience in buying irrespective of the channel or the platform.
• It is recommended to create an ultimate buying journey: This would also mean optimisation of the online and other similar experience. It is also necessary for rendering the sites well that remains consistent with guidelines of the brand thereby making it simple for the shoppers for finding what they want. In other words, a smoother buying journey enhances the likelihood of the conversation.

Strategy

Conclusion:

On a concluding note, it can be said the digital marketing plan for building multichannel capabilities is based on a particular framework comprising of six components that includes situation analysis, objectives, strategies, tactics, action and control. The report also discusses about how Carlson Wagonlit Travel adopted Omni channel marketing through the adoption of 3.0 strategies of digital marketing. This defines how the digital revolution had an explosion in the last 20 years that helped in driving customer-oriented business strategies. Carlson Wagonlit Travel is a company that ensures digitally transforming the business travel through open innovation and various insights. The report also puts forward how Carlson Wagonlit Travel like most of the business uses the digital marketing tools for the purpose of promotion and creation of awareness of the brands. The report even evaluates the performance metrics and measurement techniques for the digital marketing. There is also a detailed set of actions for improving of the digital marketing. This helps in outlining the actions necessary for reaching the goals. There are also recommendations mentioned that helps in improving the digital marketing strategy. These recommendations if followed would help in determining a digital strategy that resulted in maximum outcome.

References:

carlsonwagonlit.com 2018. [online] Available at: https://www.carlsonwagonlit.com/uk/en/why-choose-us/our-success/ [Accessed 13 Nov. 2018].

carlsonwagonlit.com 2018. [online] Available at: https://www.carlsonwagonlit.com/uk/en/insights/ [Accessed 13 Nov. 2018].

carlsonwagonlit.com 2018. [online] Available at: https://www.carlsonwagonlit.com/in/en/travel-technology/ [Accessed 13 Nov. 2018].

carlsonwagonlit.com. 2018. Retrieved from https://www.carlsonwagonlit.com/uk/en/why-choose-us/our-strategy/

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