Table of Contents

INTRO: 2

IN-DEMAND DIGITAL MARKETING CHANNELS/ TOOLS: 2

CONVERSATION 2
RELEVANT (INTEGRATED TARGET CUSTOMERS) 2
INTEGRATION 3
ATTRIBUTES IN THE E-MAIL 3
SEARCH ENGINE OPTIMIZATION (SEO) 3
CODE. 3
STRUCTURE 4
POPULARITY 4
SOCIAL PLATFORMS 4
4. DISPLAY ADVERTISING 4
DISPLAY MARKETING 4
SOCIAL MEDIA MARKETING (SMM) 4
 FACEBOOK 5
 TWITTER 5
 LINKEDIN 5
 GOOGLE+ 5
 PINTEREST 5
6. CONTENT MARKETING 5

REFERENCES: 6
Intro:

Being a Digital Marketing Manager Al Marai Fresh Drinks and Juices, it is imperative that
we establish & maintain a strong online presence for our products and services that also be
competitive to reach the target audience. The answer depends largely on the nature of
business we are in and therefore the form of audiences we are targeting for. We need to
perform and implement in a clear plan through a laying down procedures that will enable us
to become skilled, assess and determine the final outcomes and performance of digital
marketing channels & tools that we are focused on in below;

In-Demand Digital Marketing Channels/ Tools:

Before we identify which could be the best digital marketing channel(s), we have to be
familiarized with the following different channels that are available that we adapt to start
with, few are listed in following:

1. Email Marketing
We shall, after generating leads and adopting marketing strategies, it is necessary to gather
contact(s) information like contact numbers (landline, whatsapp, IMO, Facetime,etc) and
email addresses of potential customers present in the industry includes permission to
correspond with them about updates along-with other information needed through email.

Conversation - Email mostly proved to be the best tool for marketing in today’s global world
when it can be a timely dialogue and persuade for sharing in social medium.
Relevant (integrated target customers):- it wholly depends on the offerings and creativity of
the e-mail to meet the requirements of the receiving readers. Does single email would be
enough or it could be permissible to send follow up emails too.
Incentive (or offerings):- this WIFM factor or 'What’s in it for the recipient”. The pros a
recipient could gain from visiting the hyperlink(s) shared in the e-mail.
Time:- Time matters a lot in this channel which refering to when to send specific e-mail ; the
time of day, even day of the week also matters, as well as which time in the month shall be
peak or even when is appropriate timing in a year we shall plan through its relate-ability to
the event or other campaign elements.
Integration:– Necessarily, the e-mail campaigns would be essential part of Al Marai
Drinks’ inter-linked marketing communication. Queries we shall consider to focus that shall
it be creative and copy dependable with Al Marai Drinks brand competitively to other
brands.
Creative and Copy:- This part of the Al Marai Digital Marketing creativity will totally refers
to the structure of the email(s), email content, style of the email & explaining our products
together with the number of other email communication factors.

Attributes in the e-mail:- Detailed focus on Message headers say the Subject line, recipient
address to send & format (HTML or text) shall be written in a specific manner.
Landing page (or microsite):– Upon receiving the email, the recipient checks the link in the
e-mail, the receiver will look with a direct response to the profile or learn more about our
products.

2. Search Engine Optimization (SEO)

People who use Internet knows & probably utilize the search engines to search for any
information they want to know. In fact, more than 90% of internet users experience major
happening which are relevant to the people who usually begin by adopting convenient program.

Content: – Being a Digital marketer, it will be focused to develop a well-built content strategy.
More the information we provide within our website, adding in the information which Google
can pull from the website to make listings for keywords related to our website. Pictures are one
of the important features when building the website content. Pictures and videos will be
displayed to support the website material, it will be opportunity for increased Google views our
website gets. It shall be monitored online as Google updates search keywords while putting more
importance on unique content material. It will be assured that our website should have equal to
5% keyword density relevant to the key-words mentioned throughout the website.

Code:– To explain that Coding doesn’t mean SEO Companies visit the Search engines and incur
a keyword in description. It is obvious that SEO is very critival than we assume. For Al Marai
Juices, we shall include many features which consist of descriptions, alt-texts, accessibility of
website, code positioning, including keyword and directing Google to follow specific way out.
Structure:– Firstly, it’s important that our website shall get indexed/ listed, and 2ndly it is the
pattern in which web-pages link together. Building readability throughout our website could be
fundamental but not impossible and shall be workable.

Popularity:– This factor is the “building the link” or “off-site optimization. The more
connectivity we would have focusing our website the more popular our website will be ranked.
We will assure that Our website does not have a competitive link popularity for which Google
mis-assume that shall not be good for after sales services or products we provide.

Social Platforms:– This Factor affects all digital marketing channels as well as the strategies
due to its overall impact and effectiveness. It effects the rankings and ratings as well. As social
networks continue to grow, Al Marai can work to play a more important factor in searching.

4. Display Advertising

As majority of population check and read article blogs, forums, along with other websites that
interests them or consider them useful. Al Marai Drinks & Fresh Juices can approach these
prospective customers by showing relevant display ads on other party websites. We can also
exhibit banners, video advertisements and many other similar advertisements that link to another
website.

Display Marketing: proves for creating higher brand awareness to generate larger targeted
traffic that could be converted into sales leads. Investment on these display ads depends on Cost
per Impression (CPM) which is more cost-effective when compared with the Cost per Click
(CPC) strategy which more costly.

Social Media Marketing (SMM)

Everyone of us know that Social media is the major phenomenon medium to adopt in the digital
world that most companies today considers the most. Being a digital marketer, this can put
influence for brand awareness of Al Marai products and services on the target customer base.
Through this social Marketing, we can get connected with broader perspective to target
prospective customers directly as well as one on one communication using different social media
sources.
 As it is seen that social media users base is growing day by day & future foreseen it will
will increase to upto 95%  as 70% businesses are making strategies how to manage their SMM
budgets more effectively & efficiently. Being a Digital marketer, it is necessary to choose the
social network proves feasible to promote the offerings to particular target audience. A simple
format is listed below:
 Facebook – through this medium we could contact almost any kind of general consumer,
we just need to learn in which groups & pages the target customer frequently visit over
Facebook.
 Twitter – As developing digital presence we shall want to reach out to early adopters as
well as the niche customers and here Twitter shall do the game, particularly in generating fast
brand awareness.
 LinkedIn – this social media weblink and app we shall use to reach out to professionals,
business leaders and when we shall consider for Business to Business (B2B) clients and target
that specific class of customers, I believe LinkedIn shall be the perfect social network for Al
Marai Fresh Drinks targeting specific customer base.
 Google+ – About this who don’t know that this is a good social network for reaching out
from early adopters of new businesses for communicating with the Business to Business (B2B)
along with daily social media users. Being digital marketing manager it shall work to make a
good presence at Google+ which is a great factor of social media marketing that will also give
persuasion for how SEO will act as foreseeing the future.
 Pinterest – is great if Al Marai Drinks & Fresh Juices consider focusing on visuals and
info-graphics to promote our branded fresh juices. Here we could take benefit as most of the
users are women who are conscious for health and better it is to be our target market, and SMM
over Pinterest shall be good for digital business.

6. Content Marketing

It is obvious that Content (game of words) is the major component of every digital marketing
campaign as well as major medium that remains constant regardless of many other changes occur
in the market. For the sake of goodness, it is a major point that high-quality as well as relevant
content in the website and other Internet marketing mediums could generate significant in the
form of inbound traffic of highly targeted users all of which could be our potential customers.
As Up to 73% of digital marketers in the B2B field they are increasing content marketing
activities in recent years. Content shall comprise of text, graphics, videos, pictures and many
other related materials audiences could be looking for with over could be very interested in.

We shall establish a Digital Marketing Campaign for our business to consider every single
source to generate the results we expect and have planned. In the end, as each of these digital
marketing channels has their own strengths, there are also few of their weaknesses such probably
not appropriate for certain users and business target audiences. Here it is suggested that the best
way to operate on combining these tools and channels at the company’s disposal and making use
content made to offer fresh drinks and jusices that will help to reach the end goals.
References:

 ‘’The Advantages of Organic SEO Over Pay-Per-Click Advertising’’ [Online] Available

at: http://southernweb.com/2012/01/organic-seo-over-pay-per-click-advertising/

 Lusted, M (2011). Social Networking. Minnesota: ABDO Publishing