Based on KFC UK company, you will identify THREE SMART objectives
and recommend THREE digital strategies that will help the company build and develop profitable long-term relationships with its target customers. Then, you will propose ONE marketing metric for each objective to monitor and measure the success of your objectives (a total of THREE marketing metrics).
Each proposed digital strategy should be justified clearly with references to the business, industry, the chosen customer segment, competitors and market trends (such as evolving consumer behaviour and emerging technologies).
Excellent answers will propose digital strategies with references to owned, earned and paid media in the context of customer acquisition, retention, development, experience and engagement.
Having identified your marketing metrics, you should explain why that particular metric you have selected. You should also consider any drawbacks that your organisation may face in using those metrics in measuring their performance.
Each sub-section should be titled in relation to one customer lifecycle area, such as customer acquisition, retention, development, engagement etc.
Objectives: Where do we want to be in the future? What to achive and when?
They should be relevant and meaningful for the chosen organisation.
• Customer acquisition / retention / development targets
• Customer satisfaction target
• Customer experience target
• Site visit / duration target
• Customer segmentation target
• Number of engaged customers
Examples of SMART Objectives:
Objective 1. Engagement: Achieve 3% of existing customers to interact socially with the brand in the next two years.
Objective 2. Acquisition: Increase brand visibility by 5% from January 2024 through to December 2024.
Objective 3. Development: Increase email frequency from one email per quarter to one email per month from January 2023 through to September 2023.
Digital Strategy: How do you plan to get there?
Digital Marketing Channels That Can Be Used According To Business Requirements:
• Search Engine Optimization (SEO)
• Content Marketing
• Social Media Marketing
• Paid Advertising
• Email Marketing
• Video Marketing
Marketing Metrics:
List of metrics that can be used:
1. Net Promoter Score (NPS)
2. Customer Acquisition Cost (CAC)
3. Customer Lifetime Value (CLV)
4. CAC to CLV
5. Customer Satisfaction Score (CSAT)
6. Customer Effort Score (CES)
7. Customer Retension Rate
8. Revenue Churn
9. First Contact Resolution
10. Average Ticket Time
Examples and structure are in the attachments.
Please do not use the exact same examples as given in samples.
Please note that the structure of the examples is slightly different.
No AI,
Harvard style,
Plagiarism free,
Academic sources.
