The study intends to give a strategic marketing plan of the health insurance company Simplyhealth. The motto of the company is attracting the people belonging to the age of 20 years to invest in the health insurance scheme that are offered by the company. The United based company is the largest health insurance company. Over the 140 years of its service, the company has been making the healthcare easily accessible as well as affordable for the citizens. Over the years, the company has been able secure its position in the market as the most trustworthy company. The company claimed to have achieved 89% of customer satisfaction rate. Till then it has not thought of designing product exclusively for the young generation. It is for the first time, that the company has exclusively designed for the people around the age of 20 years. Thus the company will adopt digital marketing strategy in order to reach out to more customers. By using social media, more customers can be reached out. Therefore, it can be said that the use of social media marketing can be truly effective for Simplyhealth to inspire the generation Y to use its products which is specially designed for them. In order to achieve the aim of inspiring the people of around the age of 20 years, some ways rather it can be said some steps are mentioned in the study so that the digital marketing strategy can be implemented.
1.Analysis of the creative brief and recommendation
There is appropriate background information in the case study regarding the company Simply health. However, the company would require proper organized form of background with putting into company vision and missions clearly stating such that it communicates its messages and the value it want to create. The customer would get a clear message of what the company aims to provide to the customer and on which objectives the company are achieving its success. The background also comprise of stating the stakeholder, clients, suppliers and the various other related parties that contribute in the company operational activities (Blakeman 2018).
Therefore the suggested tone of the message that needs to be promoted is the tone of voice with a clear note speech and with the help of visuals such that the people or the viewer is aware with the correct message that needs to be shared with them.
It is recommended to avail the videos such that the marketing communication is successful with its implementation of the campaign. It will be highly involving the messages that needs to be engaged and will help to create the value for the products in the mind of the customer and the reputation in the market (Baack et al. 2016).
It clearly shows that the business has its opportunities with the widening of the customer target in the market as it locates the people who are seeking to enhance their health and fitness. It includes various ways to provide to the customers using creative and innovative techniques to promote engagement with the brand. It seeks to promote trusted source of information, products and a go-to point for 20 years seeking to take care of their everyday life health.
It also shows that there is an opportunity to promote its telemedicine, mental health thumbprint checkers to virtual gym classes. Along comes there the various different advancements that can be explored.
It is recommended to use the strategy to explore the creative the way of information to build interesting message and highly informative. It also ensures the broad range of personal health engagement.
The objective of the campaign is to provide everyone with the long term investments information and benefit to avail the same in the future. They initially focus on the health to make their future perspectives safe and secure for completing education, fulfillment of emotion and to become stable financially. They also aim to include and engage the audience to position and send their message to them in creative and complementary way. The objective is to make the people aware and reach the massage to them in a simple language with the help of the digital campaign to engage them in the inherent part of their healthy lives.
The major response they are looking from the accomplishment campaigns is the awareness among the age group of the 20 years old and actively convince them to invest in the health to make their future safe and healthy to support them in the everyday health measures. The further support will be provided with the help of the product, services and information to enrich them and guide them in the future. To provide a support to the customers who are seeking to look and maintain their health and encourage them with the ideas and messages to promote creative methods.
The target audience is defined as only with one specific range of age that is people with 20 years of age. Well, it is not the appropriate way to understand the target audience as it shows that the focus of the company is only on one age group. It will also lessen the number of target or the positioning factor on the customers. The customers may face health related problems at any age or in other words it may be that the specific attacks are mostly on the age from 20 but it does not particularly indicate the same age each time. Instead, the company could avail its customer positioning in the age group of people starting from 20 to 27 as this age is the time when the people mostly prefer to take care of themselves. Apart from that in present times the people are getting more health conscious which can be beneficial for the company to overshoot.
Evaluation is a simple periodic process to gather data and analyze and sort it accordingly to result it into the resulting information that can be further used to determine the effectiveness of the organization. This in turn relates the fact that the activities that are planned are achieved with an extent to its stated objectives and anticipated results.
There is a requirement of internal evaluations to get the information regarding the program or the activity undertaken to make sound decisions and implement the same to the programs. The internal evaluations can be performed in each level of the organization in appropriate ways. It also ensures to make the critical improvements that can be involved to build commitment on the parts.
2.Response to the creative brief
In order to inspire the people belonging to the age of 20 years to make insurance for the future, the health insurance company Simplyhealth will adopt digital marketing strategy in order to reach out to more customers. Social media marketing or digital marketing such a marketing strategy, through which business personnel not only market their products over social networking platforms but remains more connected with the their customers (Altstiel and Grow 2015). A well-manufactured arrangement in social media business plan ought to include:
Building a powerful methodology for online networking requires some investment. Be that as it may, it is opportunity well spent. A viable arrangement is basic for guaranteeing the accomplishment of the general web-based social networking showcasing endeavors. The page’s cover photograph and profile picture are the primary things guests see, so one needs them to be wonderful, proficient, and capable (Tuten and Solomon 2017). Here are some approaches to make the cover and profile photographs more appealing: Incorporating some content in cover photographs (close to 20% content) to inform guests all the more regarding the business. For instance, a few big businesses features their month to month online classes in their cover photograph. Cover photographs may incorporate the whole logo or be like the site header to make a strong marked ordeal. The facebook, twitter or other social networking site interfaces should be attractive but minimalistic, not too much text is recommended and more imagesensure better exposure.
3.Overview of the concept
Digital marketing is the form of marketing strategy through which a company promotes its products or service over the electronic media, especially over social media platforms which is considered as the new media (Kim and Ko 2012). As usage of social media is increasing day by day across the world, personal life to business sector, everywhere the presence of social media is evident. Social media marketing or digital marketing such a marketing strategy, through which business personnel not only market their products over social networking platforms but remains more connected with the their customers. This mode of marketing includes online advertisement using social networking sites, micro blogging, photo sharing and video sharing (Luxton, Reid and Mavondo 2015). By using social media, more customers can be reached out. Therefore, it can be said that the use of social media marketing can be truly effective for Simplyhealth to inspire the generation Y to use its products. Digital media platforms are so user friendly that it enables the customers to access the information regarding products or service regardless of time and place. In 21st century, people no more rely on the traditional mode to know about the products or service which is very new in the market. In a fast paced life, the individuals barely get time to give attention to the traditional medias to know about a product. On top of that the mobile based applications have increased the effectiveness of digital media as a marketing strategy.
Implementation plan
If successfully implemented, digital media can bring the maximum number of benefits to the health insurance company. in order to achieve the aim of inspiring the people of around the age of 20 years, some ways rather it can be said some steps are mentioned so that the digital marketing strategy can be implemented:
The first step of implementation of the plan would be research for the appropriate digital marketing platform (Saravanakumar and SuganthaLakshmi 2012). More specifically, it can be said that marketing team of the Simplyhealth need to research about the nature of its market then plan accordingly. For instance, as they target customer of the company will be the people belonging the age group of 20 years, social networking sites like Facebook, Twitter and Instagram and so on. As the people of this generation, stay connected all the time. Market research should be done before implementing the marketing strategy which is based on digital media. The persons who are responsible for execute the marketing plan will be required to set the time horizon very efficiently. For example, separate time frame must be given for all the part of the marketing plan. Celebration seasons, holiday seasons can be chosen in order to reach out to the maximum number of target customer. as the target customers of the company are of 2o years, the holiday seasons and celebration time of the year will be more effective to attract them. Apart from social networking sites, other digital media based marketing like email marketing and mobile marketing over SMS can be very effective to make the digital marketing successfully (Csikosova, Antošová and ?ulková 2014). Digital marketing means it solely depended on modern technology. Thus technology will used extensively for the purpose implementing the digital marketing plan effectively. Finally, it deserves mention that the company will be required to appoint such employees who will be efficient in executing the plan of digital marketing. the personnel must be aware of modern use of the digital mediums like social networking sites as the handling of the social media sites for the purpose of marketing demands expertise.
Integrated marketing communication
The digital marketing strategy can be integrated with other communication or the mediums by adopting multimedia marketing strategy. The integrated marketing refers to the concept of marketing through which all the mediums of marketing remain connected, in other words, remain integrated (Parente and Strausbaugh-Hutchinson 2014). The concept is basically known as the Integrated Marketing Communication. The concept is basically integration of all the tools of marketing so that the marketing plan can be executed in harmony (Armstrong at al. 2015).
Role of communications evaluation
Evaluation can be considered on a regular basis to improve the management and effectiveness of the organization. There is a simple difference between the monitoring of a task and evaluation of a task (Dixon-Todd and Hall 2017). Evaluation simply aligns with proper planning and implementation, collecting different relevant information needed at different levels of the organization. Along with internal the evaluation of external is also conducted periodically by the organizations with the help of the outsiders. External evaluations are performed to support the purpose of the long term impact that request in the assessment of the programmatic problems that are identified and are not be able to resolved by the findings of the internal evaluation (Vernuccio and Ceccotti 2015). Hence, there are various other resonates that enumerate the need of the evaluation in the integrated marketing communications.
As there are various numbers of components available in the option to evaluate the effectiveness of marketing techniques being use (Stelzner 2014). This enables to understand the importance of the growth in the relation of the established baseline. This ensures with a security that the marketing investments in the site are being converted and adjusted within the average amount of time efficiency. It makes it easier for the company to track its progress. Products and services distinctively brilliant. Marketing digital strategy implementation is by building branding and creative to accelerate the communication.
Integrated marketing communication is considered to all the various kinds of marketing methods that helps in the promotion of the brand in order to promote a particular product or service in the target customers (Young 2014). All aspects of it are related and contributed towards integrating a same objective to increase the sales and maximize the cost effectiveness. The social media can be a good platform to be used by the company to generate various kinds of decisions and sound decisions in order to make effective highly successful manage the multi channel campaigns locally or internationally. The marketing communication has to be cohesively integrated across all the platforms. Viable with the IMC to include websites and landing pages, display advertising, email marketing, social media to the element is to be implemented. The digital media channels effectively promote standard practice to enhance the brand.
The strategy to evaluate the integrated marketing communication can be used is the digital IMC components that will enable the web traffic, banner ads and conversion rate or all in all in simple terms the use of digital marketing would be the best evaluating performance tool for IMC (Järvinen, Töllmen and Karjaluoto 2015). The digital marketing tools are helpful to mark the certain criteria in case to identify the people and the objectives.
The other evaluation technique that can be used in terms to make out the prominent assessment is the online assessment of campaigns. The itest assessment, Metrixlabs will come up with the various measurements techniques that will measure the brand related issues.
Conclusion
From the above it can be concluded that the marketing communication are one of the effective strategy used by the company to reach its customers and grab their attention. The study is based on the strategic marketing plan of the health insurance company Simplyhealth. Digital media can bring the maximum number of benefits to the health insurance company. In order to achieve the aim of inspiring the people of around the age of 20 years. Marketing team of the Simply health need to research about the nature of its market then plan accordingly The integrated marketing refers to the concept of marketing through which all the mediums of marketing remain connected, in other words, remain integrated. The business has its opportunities with the widening of the customer target in the market The objective of the campaign is to provide everyone with the long term investments information and benefit Evaluation simply aligns with proper planning and implementation, collecting different relevant information needed at different levels of the organization. Internal evaluations to get the information regarding the program or the activity undertaken to make sound decisions There are various numbers of components available in the option to evaluate the effectiveness of marketing techniques. The strategy to evaluate the integrated marketing communication can be used is the digital IMC components and the online assessment of campaigns.
References
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Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
Baack, D.W., Wilson, R.T., van Dessel, M.M. and Patti, C.H., 2016. Advertising to businesses: Does creativity matter?. Industrial Marketing Management, 55, pp.169-177.
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