Action-Learning Approach To Social Media Marketing And Analytics | MMP Company Case Study

Organizational background

Discuss about the Action-Learning Approach To Social Media Marketing And Analytics.

MMP Company is a leader in programmatic and advertising space and operates globally. This company provides assistance to the leading publishers for monetizing the digital advertizing inventory with the help of automated online auctions. MMP is a team of programmatic experts. The programmatic ecosystem that is followed in the company is represented in the following picture

Figure 1: Representing the programmatic ecosystem of MMP Company

(Source: Mmpww.com 2018)

This company provides an opportunity to their customers to choose from wide array of advertising campaigns. The buyers or the customers who choose to avail services from MMP are free to choose from a wide range of advertising campaign.

The marketing activities that are followed in MMP Company include connecting with the clients or the marketplace through private deals or through RTB. A Business to business approach is followed in the organization to provide marketing solutions to the clients including publishers, start ups and media buyers (Mulhern 2013).  The organization provides full access to the premium publisher to their clients thereby maintaining the transparency of the information and the process of providing services to the client. Transparency is one of the significant and most common marketing strategies that are followed in the MMP Company.  It has been observed that the marketing approach of the organization is primarily based on creation of flexible business environment for the clients (DiGrande et al. 2013). Since the profitability of the organization mainly depends on the factors such as rise in the e commerce activities along with the rise in social media marketing activities (Chaffey and Smith 2013). With an efficient marketing activity, the business organization was able to reach out to larger audiences. The budget for the marketing activities is not high as digital marketing requires considerably less capital investment in comparison to traditional marketing approaches.

This section of the report will provide a brief analysis and a clear description of the marketing activities of the organization including the resources required and the budget. The environmental factors and its impact on the organization will be evaluated on basis of PESTEL model (Taiminen and Karjaluoto 2015). The SWOT analysis of the chosen organization will help in analyzing the strength and weaknesses of the organization (Spiller and Tuten 2015). The digital marketing strategy followed by the organization has a number of advantages over the traditional marketing strategy which is needed to be analyzed in order to propose efficient business strategies for digital marketing in the organizations.

Situational Analysis

Overall, the digital marketing performance of MMP is quite good.  The following matrix represents overall digital performance and marketing performance of MMP.

Digital Media Performance of MPP	Review	Remarks
Social Media Activity	Good	It has been observed that the organization has been successful in creating a good customer base in social media and therefore the social media marketing strategy and the marketing activity is quite effective (Atwong 2015). This is because MMP is quite active on social media and resolves the queries of the customers quite efficiently.
Website	Good	The MMP website provides a good business opportunity for the organization. The website itself helps MMP is accomplishing different marketing strategies that aims in the business growth. In the world of technology, a business website is a necessity for business growth (Karjaluoto, Mustonen and Ulkuniemi 2015). The website of MMP serves as a business extension for the organization as the clients gets an idea of the business offerings of MMP.
Content Marketing	Satisfactory	It is a strategic marketing approach that is followed by MMP in order to attract and retain the audiences of the organization. The content marketing might need improvement as MMP lacks in this field. Improve in frequency in sharing of the online materials with the clients for brand promotion.

Using the model of PESTEL analysis, the main macro environmental factors that impact the organization and marketing activities will be evaluated. PESTEL can be described as a framework or tool that analyses and monitors the macro environmental factors of the environment. PEST is an acronym for Political, Economic, Social and Technological, environmental and legal (refer to appendix 1) and the analysis of all these aspects for MMP is represented in the following table-

P-Political	The political aspects that is identified for UAE is influenced by UAE. The individual government organizations of Middle East have a high influence on the organization that helps in flexible management of the same. However, due to this, there is a possibility of frequent conflicts among the organizations as well.
E-Economic	The organization has a favorable economic environment as it provides a strategic collaboration to the blending in technology and commitment. This infuses a trust in the buyers thus helping in the economic growth of the organization.
S-Social	Improvement in the social aspect of the organization is necessary as an orthodox approach to the regional practices is being observed in the region.
T-Technological	The technological aspect is in favor of the organizational growth. This is because MMP is considered to be a leader of the programmatic advising space that operates across the globe.
E- Environmental	The environmental aspect is in favor of MMP.
L-Legal	There is no active legal issues associated with MMP.

The PETEL analysis of MMP suggests that the organization has a situational benefit of expanding its business to serve more clients. However, certain amendments in social and political aspects are necessary in order to eliminate the risk of business conflicts.

SWOT framework (refer to appendix 2) will help in evaluating the competitive position of MMP. The strength Weakness, Opportunities and Threats of MMP is represented as follows (Brooks, Heffner and Henderson 2014)-

Strength · Offers programmatic advertising space across the globe · Has a strong connection with different publishing platforms that provides the organization with competitive advantage.	Weakness · The employee count of the organization is quite less that limits the organizational growth. · The social condition of the MENA region might have a negative impact on the organization. · The lack of physical infrastructure can act as a roadblock of promoting the digital marketing strategy.
Opportunities · The organization has a good opportunity as the organization operates globally. · With minor technological amendments, the company can reach a wider audience	Threats · The increase in similar organization in MENA region is one of the largest threats to the organization. · The lack of physical infrastructure might result in business loss as well.

The target audience of MMP includes the companies who are in need for a host to manage their digital advertising. This includes publishers, start ups and the media buyers. Among them the publisher is the primary source of audiences for MMP Company.

In this section, the target audiences are evaluated in a proper manner so that the marketing efforts can be allocated accordingly. A reach value matrix will be prepared in order to analyze the distinct characters of the persona.

The publishers are considered to be the primary source of clients for MMP and thus it is considered as an important target audience for the organization. The aim of MMP is to provide advertising space across the globe and therefore, publisher is considered one of the major target audiences of the organization. The technological advancements and the improvement in marketing strategy might help in efficient business promotion (Brooks, Heffner and Henderson 2014). Publishers are chosen as one of the main target audience since it provides flexibility of locations. This persona is classified into aggregators. The digital channel used by publishers mainly consists of social media. The value of publishers for MMP is high.

The next persona identified as the target audience for MMP is start up. The start ups are considered one of the significant target audiences for MMP as this organization provides a cost effective digital marketing solution which is an important need for any startup. The startup can be classified into the persona of innovative seekers as any start up seeks for a good digital presence for their business growth.  The digital channels used by startups are social media and business website. The value of startups for MMP is medium high.

Review of Digital Marketing Performance

Another target audience that is being identified for MMP is media buyers. It is enlisted as a probable customer since media buyers are often in charge of performing the outsourced activities of marketing for the clients which can be effectively done by MMP. This is categorized as persona of marketing mediators as they fulfill the marketing requirements of the clients. The media buyers use the digital channel of search engine optimization and social media. The value of media buyers for MMP is high.

The digital channels, such as social media, emails and website can be used to reach the above identified target audiences. The value of publisher and media buyers is high for MMP while that of startup is comparatively low.

The reach Value matrix for the identified audience is represented in the picture below-

 

Figure 2: Representing the Reach Value Matrix of the identified personas

(Source: created by author using MS Visio)

In this section the specific business objectives of the Company will be evaluated so that it becomes easier to plan the digital business strategies for the organization. It is essential for an organization to set realistic objectives and goals for an organization. The establishment of the objectives of digital marketing strategy is essential to accomplish the set objectives of the organization. The objectives are evaluated using SMART framework (refer to appendix 4).

Specific: The specific objective of MMP is to improve the website traffic from a number of 350000 annually to approximately 500000. There is a need of increase in the social media followers. The objective is to increase the twitter followers from 500 to 750. Another objective is to improve and increase the physical infrastructure of the organization in order to eliminate one of the significant weaknesses of the organization.

The sub objective to the identified objective is to improve the marketing and the advertisement strategy so that the social media followers are increased. For increase in the website traffic, it is essential to work on the search engine optimization of the organization. The increase in the promotional events can help the organization increase in website traffic.

Measurable: The objectives identified for MMP is measurable in all aspects. The search engine ranking can be an effective in tracking the fulfillment of the identified objectives. The continuous monitoring of the site can help in measuring the objectives of the organization.

Actionable:  One of the significant weaknesses of the organization is the lack of proper physical infrastructure. In order to improve the current business condition of the organization, it is essential to improve the physical infrastructure of the organization. It is recommended for MMP to leverage its infrastructure. The objective of improving the social media followers can be achieved by promoting the business objectives of the organization and its capabilities in social media such as Facebook, Twitter, LinkedIn and Instagram.

Macro Environmental Factors-PESTEL

Realistic: The objectives so far identified for MPP is achievable and realistic. Digital media marketing can certainly help in increasing the social media followers. Social media is considered as an effective platform of business promotion as it has a global reach. Therefore, it can be said that the goals identified are realistic.

Time Bound:  A time of 12 months has been set to achieve the set target and the identified objectives. This entire period will be divided into certain sub periods with realistic milestones. The increase in the twitter followers should not take more than 3months while improve in physical infrastructure should take no more than 6 months.

The objectives are evaluated on basis of race framework (refer to appendix 3) in the following table-

Lifecycle Stage	Objective	Strategies	KPI
Reach	Increase in website traffic and reach larger audience.	Improvement in digital marketing can help in achieving the goal	Monitoring website traffic
Act	Improvement in physical infrastructure	Leveraging of the physical infrastructure can help in achieving this goal	Monitoring organizational growth
Convert	Investing in search engine optimization	Capital investment and planned strategies are required for achieving this goal.	Monitoring website traffic and SEO ranking
Engage	Increase in the number of employees for efficient digital marketing	A proper recruitment process to be carried out in MMP.	Monitoring employee turnover.

It is essential to evaluate the appropriate channels that will help in planning the digital marketing strategy of the organization. It is essential to ensure an appropriate range of channels to target the identified business audiences. It is mandatory to identify an appropriate channel since it ensures marketing campaign reaching the target customers (Patrutiu-Baltes 2016). Channels guide an effective communication with the customer as a part of integrated marketing communications approach (Šinko-Morandini 2017). The digital marketing strategy of MMP Company will be evaluated in this section as well.

The project is based on the digital marketing and therefore the integrated marketing and communication approach that will be followed in this case is the use of digital channels and medium to guide the information flow towards the target audience (Chaffey 2015). This project will make use of different digital channels; however, a unified message will be delivered to the target audiences according to the goals and objectives of the project.

As a digital marketing strategy, the display advertising is chosen as an effective channel for communicating the message to the clients. The display advertising will create brand awareness. In order to reduce the cost of display advertising, the traditional process will not be followed. Instead the display advertising will make use of social media and websites (Tardan,  Shihab and Yudhoatmojo 2017). The display advertisements will help in increase the website traffic. The advertisements will be designed keeping in mind the preferences of the target audience (McDonald and Wilson 2016). This medium will be a preference of the start ups and they are expected to choose a cost effective solution.

Tactical use of Display Advertising: With the help of tactical advertising, the brand messages can be communicated to the site visitors. With an interesting combination of text, logo and picture, display advertisement help in attracting the interest of the clients (Xiaojian 2017). With an impressive content, this channel is expected to garner the interest of the start ups and the media buyers to some extent as well.

SWOT Analysis –MMP

Social media marketing can be considered as one of the important digital channels for business expansion of MMP. Social media marketing is quite different from the traditional way of marketing the brands, products and the services (Cramer 2014). Social media is a marketing channel that can be leverages by MMP to create brand awareness of the products and the services of an organization (Valos et al. 2016). This is chosen for the digital marketing project of MMP as the number of social media users tends to grow every minute and thus it will provide a good customer reach for the company (Tiago and Veríssimo 2014). However, it is essential to make an appropriate choice of the digital media network according to the kind of business and the objectives.

Tactical use of Social Media Advertising: The social media advertising is considered to be one of the most appropriate digital channels for MMP. This is mainly because the medium or the channel is quite simple to operate and will help in fulfilling the objective of increasing the social media followers of the organization (Heinze et al.  2016). Apart from the objectives, the social media will be a channel to connect to one of the significant target audiences of the company that is media buyers. With an effective social media presence, the business of MMP can achieve its identified target (Baker 2014). Apart from media buyers, this marketing channel will be a targeting the start ups as well which is one of the target customers of MMP (Peters et al. 2013). The different social media channels that can be put to use by MMP include, Facebook, Twitter, LinkedIn and Google+.

Search Engine Optimization is another digital channel for communication with the target audience that is identified for MMP. This channel will further help MMP to complete their online presence (Rahnama and Beiki 2013). The paid search engine optimization will help the organization in gaining brand recognition (Kingsnorth 2016). With the increasing use of internet, it is expected that the search engine optimization will increase the online traffic of MMP website which is one of the major objectives of the organization.

Tactical use of Search Engine Optimization: Most of the people over internet has an idea about the use of search engine as researcher prove that almost 93% of the online traffic that is generated  has been started by making use of search engine (Mekonnen 2016). Paid search engine optimization will therefore help MMP in creating a significant online presence (Chaffey and Bosomworth 2013). This is because the SEO involves the different activities including keyword search, page optimization, creation of the likable assess and organic link building of the different activities that is associated with the business of an organization. This digital channel will be a preference for the publishers as well as the start ups.

Target Audience

The business operation of MMP is global and therefore, Affiliate Marketing is considered as an effective digital channel for communication with the target audiences. In affiliate marketing, representatives of a company operate in different locations to promote the business of the organization. By this process the company is able to reach a larger and wider audience (Sarbah and Otu-Nyarko 2014). This marketing channel will be a preference for the most significant target audience of MMP which is the publisher. There is a need for improvement in the physical infrastructure of MMP. By affiliate marketing the issue of the absence of physical interface might be eliminated as well.

Tactical use of Affiliate Marketing:  This digital channel requires a least amount of capital investment. The affiliate marketers mainly make use of pay per click process to promote and affiliate the links that is shared on the digital medium. It can therefore act as an effective and least expensive ways for achieving the higher targeted traffic, which is one of the significant objectives of the organization (Chaffey 2017). However, there are certain risks associated with the use of affiliate marketing, which include the dishonesty of the merchant and following an improper process of affiliate marketing (Burberry 2017). It is assumed that the affiliate marketing can target the publishers, media buyers and the star ups as well. However, it may not be a preference of the target audience.

Email Marketing is considered to be another effective digital channel that can be used by MMP.  With an effective data mining of the different information of the target customers, email marketing can be considered as an effective digital marketing channel (Mandal and Joshi 2017). The Email marketing process can help in improving the return of investment in the business. Email marketing has provided the companies with promising results in the past as well and therefore it is recommended for MMP to make use of this channel.

Tactical use of Email Marketing:  This marketing and advertising channel is recommended for MMP as it is considered as a preferable channel of communication for both publishers and the media buyers (Moiseieva 2013). There are a number of benefits of making use of mail marketing as this process is quite fast, flexible and cost effective (Trainor et al. 2014). This marketing channel will help MMP in creating a more targeted and personalized advertisements and messages to the target audience.

The above discussed channels are proposed for the digital marketing project of MMP. These channels can be skillfully used to connect with the target audiences. There working principle of each of the marketing channel that is proposed for MMP is discussed in the appendix section. The preferences of the target audiences on the use of these communication channels in discussed in the following section.

Reach-Value Matrix

The channel of preference on basis of the identified personas or the target audience is represented in the following table.

Persona	Preferred Communication Channel
Persona 1-Publisher	Email, Search Engine Optimization
Persona 2- Start Ups	Display Advertisements, Social Media Marketing and Search Engine Optimization
Persona 3- Media Buyers	Affiliate Marketing, Social Media Marketing and Email marketing.

Although the project of MMP aims at setting up of a digital marketing strategy for the organization, it is recommended that the online marketing should be integrated with certain traditional or offline marketing process. The offline and effective marketing process should be redesigned to be integrated with the online marketing strategy of the organization. The real time digital marketing can therefore be effective for MMP. Television and outdoor print media was considered to be one of the effective processes of marketing. The increasing use of internet has challenged the paradigm of marketing and proposed newer ways of marketing and advertisements. Researchers prove that the online advertising is considered more superior over the offline marketing channels. There are a number of reasons behind this. The significant one is its cost effectiveness and global reach (Fan and Gordon 2014). It becomes practically impossible for the offline advertisements or marketing to reach a global audience in a negligible time, which can be possible with digital marketing.

However, in certain countries it can be seen that the offline mode of marketing and advertisements is dominant. Television is one of the largest offline modes of marketing and advertisement that continues to deliver an unparalleled reach, scale and visibility.

The multichannel strategy is adopted by number of organization where the business owners can employ dedicated team for both online and offline activities. Integration of both the channels might be difficult for MMP and furthermore, the project is based on development of digital marketing strategy for MMP.

If the company plans to integrate the online and offline marketing activities, a planned approach is needed to be undertaken. As of now, MMP will be focusing on the digital marketing strategies by making use of the digital marketing channels discussed in the previous section.

The action plan would cover the identified project objectives and digital marketing strategies identified. A Gantt chart will evaluate the duration and the time required for each action along with their review dates. The action plan section will provide a brief overview of the identified resources and the objectives of the organization. A Gantt chart is prepared that highlights the specific tasks and milestone that is associated with the digital marketing project of the organization MMP. The activities, duration and the resources required for successful completion of the project is represented in the following table.

Task Name	Duration	Start	Finish	Predecessors	Resource Names
Digital Marketing	263 days	Mon 30-07-18	Wed 31-07-19
Initiation and Planning	50 days	Mon 30-07-18	Fri 05-10-18
Launch of digital marketing Campaign	15 days	Mon 30-07-18	Fri 17-08-18		Project Manager
Identification of the leads	7 days	Mon 20-08-18	Tue 28-08-18	2	Project Manager, Team members
Setting up objectives	15 days	Mon 20-08-18	Fri 07-09-18	2	Project Manager, Team members
Setting up objective KPIs and measurement	20 days	Mon 10-09-18	Fri 05-10-18	4	Project Manager
Implementation	160 days	Mon 08-10-18	Fri 17-05-19
Content Personalization	30 days	Mon 08-10-18	Fri 16-11-18	5	Content Writer, Editing team, Social Media admins
Infrastructure Improvement	90 days	Mon 08-10-18	Fri 08-02-19	5	Supervisor, Team members
Social Media Marketing activities	45 days	Mon 19-11-18	Fri 18-01-19	7	Content Writer, Social Media admins,  Team members
Target based marketing	70 days	Mon 19-11-18	Fri 22-02-19	7	Editing team, Team members, Social Media admins
Evaluation of the overall outcomes	60 days	Mon 25-02-19	Fri 17-05-19	10	Project Manager
Project Completion	53 days	Mon 20-05-19	Wed 31-07-19
Tracking the project performance	30 days	Mon 20-05-19	Fri 28-06-19	11	Project Manager, Supervisor
Evaluating whether the project fulfilled its objective or not	20 days	Mon 01-07-19	Fri 26-07-19	13	Project Manager
Project End	3 days	Mon 29-07-19	Wed 31-07-19	14	Project Manager

Objectives

Table 1: Representing the work activities and the estimated duration of digital marketing project

The Gantt chart for the work activities identified for the project is represented in the picture below-

Figure 3: Representing the Gantt chart of the Project

(Source: Generated by Author using MS project)

The work activities marked in red in the Gantt chart above depict the critical path of the project

The above schedule that is estimated for digital marketing project of MMP by taking into consideration 5 days a week as working days. In the initial stage of the project, it is essential to develop a marketing buzz to identify the digital marketing strategies that will be followed throughout the project implementation phase. In order to reach a wider audience, MMP will be making use of targeted emails to the email addresses mined from social media. This will help in reaching a wider audience. One of the significant requirements of successful completion of this project is to evaluate or measure the performance of the identified strategies of the project on a regular basis. Monitoring and evaluation of the correctness and the effectiveness of the project strategies will ensure successful completion of the project. The target audiences for this project are publishers, start ups and media buyers. The search engine optimization and increase in the social media activities is considered as significantly important to ensure successful delivery of the project and fulfillment of the identified project objectives.

This section of the report will provide an idea of the budget of the identified digital marketing strategy for the organization. The budget will be calculated on basis of the time required for the organization to implement that business strategy. The budget prepared will provide an idea of the investment that the organization need to make for its digital business.

The budget of the project is evaluated on basis of the resources required for the project. The resources identified for the project are as follows-

Resource Name	Type	Max. Units	Std. Rate
Project Manager	Work	200%	$70.00/hr
Team members	Work	1,500%	$20.00/hr
Content Writer	Work	500%	$20.00/hr
Supervisor	Work	200%	$30.00/hr
Social Media admins	Work	600%	$20.00/hr
Editing team	Work	500%	$30.00/hr

A budget has been prepared based on the defined project ask, its duration and the resources requirement. The budget and the cash flow for the project is represented in the following table-

Task Name	Duration	Cost
Digital Marketing	264 days	$219,520.00
Initiation and Planning	50 days	$35,440.00
Launch of digital marketing Campaign	15 days	$8,400.00
Identification of the leads	7 days	$5,040.00
Setting up objectives	15 days	$10,800.00
Setting up objective KPIs and measurement	20 days	$11,200.00
Implementation	160 days	$147,200.00
Content Personalization	30 days	$16,800.00
Infrastructure Improvement	90 days	$36,000.00
Social Media Marketing activities	45 days	$21,600.00
Target based marketing	70 days	$39,200.00
Evaluation of the overall outcomes	60 days	$33,600.00
Project Completion	53 days	$36,880.00
Tracking the project performance	30 days	$24,000.00
Evaluating whether the project fulfilled its objective or not	20 days	$11,200.00
Project End	3 days	$1,680.00
Successful Project Delivery	1 day	$0.00

Table 2: Representing the Budget identified for the project

(The budget planned for the project is based on the assumed hourly rates of the resources identified for the project)

The distribution cost in relation to the channels that will be used for digital marketing should be considered as well. There are chances of this project to undergo a budget revision. The staffing cost might undergo a revision in due course of time thus inviting a change in the budget identified for the project. The cost of the project is evaluated on basis of the identified tasks and therefore the chances of accurate budget estimation are high. The digital marketing itself us a cost effective solution to marketing and therefore it is expected that the ROI of the project will be high.

The progress is needed to be measured and for those certain criteria have to be set. This section of the report will be discussing the key performance indicator of the digital marketing strategies that have been identified for the organization. In order to understand the key performance indicator and measure the success of the project it is essential to monitor the effectiveness of the channels that has been proposed for the project.

Proper allocation of the key performance indicator and monitoring of the project will help in appropriate measurement. It is essential to measure whether the project is fulfilling the set objectives of the project. The objective of increasing the traffic of the website can be easily monitored. The key performance indicator for the same includes calculating the click through rate.  Effective use of social media marketing can help in improving the follower count of MPP in social media. The success of social media marketing and display advertising can therefore be considered as a key performance indicator for the project.

The effectiveness of the marketing channels that is identified for the digital marketing project of MMP will be measured on basis of the return of investment or ROI. The ROI will be calculated on basis of the budget that is identified for the project. The ROI will be calculated on basis of cash flow calculated annually. The return of investment will help in measuring whether the choice of the digital channels identified for the project is effective or not. ROI is considered as a feasible indicator of the effectiveness of the business objectives. A positive return of investment proves that the strategies followed or identified in the project is appropriate.

The increase in the customer reach is considered as a measurement for the fulfillment of the business objectives. With the increase in the customer reach, it is expected that the online traffic as well as the social media followers of MMP will increase as well. The key performance indicator of MMP therefore proves to be a measurable value and is effective of demonstrating the process by which a company is achieving the key business objectives.

The following table analyses the effectiveness of the key performance indicators and their effectiveness in their management of the project and the project objectives.

KPI	Importance
ROI-Return of Investment	This is an effective key performance indicator for measuring the success of the project. Evaluation of return of investment will provide a quantitative data for analyzing the success of undertaken project objectives.
Calculation of Website traffic	Since increase in the network traffic and the increase in the social media followers are two of the important objectives of this project. The calculation of website traffic is therefore considered as an appropriate key performance indicator of the project.
Monitoring of the Online Presence	This is another key performance indicator for the project which will help in estimating whether the business of MMP will be able to expand their business on a global context.

The objective of MMP is to establish a global reach to their business. The relevant metrics for each channel is identified in the following table-

Channels	Metrics
Social Media	Increase in the social media followers
Search Engine optimization	Increase in website traffic
Email Marketing	Increase in the clients and business improvement
Affiliated marketing	Increase in the clients and business improvement
Display Marketing	Increase in website traffic.

It is expected that MMP will be able to achieve the identified objectives of the digital marketing project.

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