Digital Marketing Techniques - 40079661 v2

Digital Marketing Techniques 40079661
Module name
(Digital Marketing Techniques)
Membership number
(40079661)
Theme chosen
(Acquiring New Customer Segment)
Word count:
Task 1: 999 Words / Two Pages
Task 2: 1,696 Words/ 10 Slides
Task 3: 1,987 Words
Total Word Count: (4,682 Words)
December 2021
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TABLE OF CONTENTS
Task 1
1.1 Organization Summary………………………………………..................................3
1.2 Best Practice Application of Digital Marketing Activity……………….……..…....5
1.3 Current Online Content ..........…………………………..…………….……….........7
Task 2
2.1 Benefits of a persona in influencing Digital Marketing Campaigns......................9
2.2 Customer Journey of Identified Segment ......................………….…………… 13
2.3 Benefits and challenges of Implementing a Multi-channel marketing strategy...17
Task 3
3.1 Digital Marketing Plan for Rural Homes Limited...................................................19
3.2 Metrics...................................................................................................................25
3.3 Environmental Scanning........................................................................................26
References………………………………………………………………...............................27
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TASK 1:
1.1 ORGANIZATION SUMMARY
1.1.1 ORGANIZATION NAME: RURAL HOMES LIMITED
1.1.2 ORGANIZATION INFORMATION: Rural Homes Limited is an incorporated real estate construction and development
company, and a subsidiary to The Homes Group Limited Nigeria. It is Headquartered in Abuja, Nigeria, and has a staff
strength of about 150 employees.
The company’s specialty is essentially focused on development of private residences, housing estates, commercial
structures & Infrastructures, project management, and real estate consultation. Rural Homes Limited has developed a
strong network in the construction sector, with majority of existing projects stemmed from built relationships with past
and existing clients. The current customer base of Rural Homes limited typically comprises of Entrepreneurs/ Business
owners; Civil servants; Real estate agents and agencies, who characteristically understand the value of real estate
investments and commissions, and are resident within Abuja and Lagos. Presently, Rural Homes is focused majorly on
managing construction and marketing its flagship project; a massive public infrastructure development project in Abuja,
and its new project, an ultra modern shopping Hub in the Nation’s commercial capital, Lagos.
In the Real Estate Scene in Nigeria, Rural Homes is faced with strong competition from top players in the industry who have
captured a chunk of the market share especially when it comes to affordable housing and commercial projects. The major
competitors are: Urban Shelters, Mesotho Group and Citi scape.
1.1.3 STAKEHOLDERS
SUMMARY OF THE ORGANIZATION’S KEY INTERNAL AND EXTERNAL STAKEHOLDERS
The design and construction of real estate work can affect a variety of interests, and bring positive effects such as better
roads, better housing and better living standards.
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The Following have been identified as stakeholders of Rural Homes Limited.
INTERNAL STAKEHOLDERS
1. Suppliers: This includes all the organization’s suppliers for construction and building materials.
2. Shareholders: This Includes all the members of the board, and shareholders of the organization who make the
important decisions.
3. Partners: This includes institutions and private organizations such as Abuja Investments, with whom the company
has partnered to deliver real estate projects.
4. Employees: This includes the entire staff of the organization.
EXTERNAL STAKEHOLDERS
1. Customers: Including Existing clients and target prospects
2. Nearby Residents: The Market structures are situated in the midst of a vast growing residential areas. Therefore,
residents around the existing projects form part of the external stakeholders.
3. Nigerian Housing Fund
4. Real Estate Interest Groups
5. Real Estate Regulatory bodies
6. Other existing commercial structures: Nearby commercial structures; upcoming and already completed, informal
and formal, whose activities can indirectly or affect Rural homes existing commercial projects.
1.1.4 KEY CUSTOMER SEGMENT DESCRIPTION:
The key customer segment of Rural Homes Limited includes individuals between ages 28-65years, Male and Female,
typically Serving or Retired Civil Servants, Business Owners, Security personnel, Banking officials, Cooperative organizations,
Real estate agents and agencies, and Shop owners, who are interested in properties and investments, understand the
value of long term and commercial investments, are in search of opportunities to earn commission, and are in search of
viable investments for cooperative members, are in search of viable locations for commercial purpose, are in search of well
suited affordable residential properties, are in search of stable employment, e.t.c.
Location: Abuja and Environs, Lagos,
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Challenges: Tired of paying office space and shop rent, is in search of a viable investment opportunity with high returns, in
search of high traffic and strategic location for business.
Preferred Channels: Personal selling, Facebook, YouTube, Billboards, Instagram
1.1.5 THEME:
Selected theme: Acquiring a new customer segment
Since inception, Rural Homes has successfully launched and sold out its flagship project in Abuja and the focus has been
marketing the project to residents in the city and its environs.
Thus, its new project; the Alaba Ultra Modern Shopping hub is set to launch in Lagos. Hence the company is faced with
having to penetrate an entirely different segment; a more vibrant environment, a different economic and political
landscape, different business environment and a different target audience who have buying behavior
Title: The Use of Digital Marketing to Acquire A New Customer Segment for Rural Homes Limited
Author: Marketing Executive, Rural Homes Limited
Date: 26th November; 2021
1.2 SAMPLE BEST PRACTICE APPLICATION OF EFFECTIVE DIGITAL MARKETING ACTIVITY
The internet has changed many industries including the Real Estate Industry. The ease of access to information is at is
peak and customers these days are no longer passive recipients, as they are now integrated into the digital marketing
exchange process and now actively participate in shaping the creation of everything from promotional messages to
policies (Baird & Paranis, 2011).
According to Maira Dumpe (2015), potential real estate customers prefer to make online research themselves and
therefore real estate companies must be proactive towards effectively engaging and communicating with customers and
strengthening their image on search engines, websites, social media.
Penetrating the Lagos market for Rural Homes is set to be a totally different experience for the company especially
because the typical target customers in Lagos are influenced by a number of factors stemming from the fact that compared
to the usual Northern type customers which the company is used to, Lagos; the Nations Commercial Capital is a more
vibrant society filled with a younger demographic, often referred to as the land of opportunities, Largely
populated( According to research, about 23million residents as at 2018), also one of the World’s fastest growing cities and
urban areas.
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A case example therefore of the best practice application of effective Digital Marketing which Rural Homes must emulate
in order to successfully penetrate the Lagos market is Prindex Properties.
Prindex properties is an innovative real estate company situated in Lagos and known for its innovative delivery of modern
housing development, facility management and tenant sourcing.
Fig 1: The use of Social media ad campaign by Prindex Properties (Chioma, 2020)
When Prindex set out to launch operations in Lagos, they had no prior online presence. The company however, focused on
three major Digital marketing tools; email marketing, lead generation and social media ads. They used Email Marketing to
reach targeted individuals about their listings and share updates on current developments. They also invested in social
media lead generation campaigns; where their efforts acquired hundreds of leads weekly. These efforts combined
according to research resulted in a huge social media following, generated hundreds of leads weekly and resulted in a
reach of over 300,000 individuals in three months, which translated to huge sales revenue.
Another great case study worth mentioning is Airtel’s use of Display Advertising across Google’s network. This strategy
reaches millions of customers daily and a similar adoption for Rural Homes Targeted at Lagos will definitely help reach
tons of potential clients.
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1.3 CURRENT ONLINE CONTENT
RHL’s Current online content includes the following:
1. Videos: These include a wide range of video content including live videos from site progress, TikTok video trends,
Instagram reels.
2. Images: This includes live photos from site progress, images from events and other marketing activities
3. Graphics and Infographics: This includes all kinds of informative and educative graphics.
4. Virtual Tour: This involves the use of 360 degree photography technology to enable customers experience the project
from any device and any location.
1.3.1 ANALYSING THE EFFECTIVENESS OF THE CURRENT ONLINE CONTENT
The current online content used by RHL is specifically aimed at at one major goal; which is keeping potential clients in
touch with progress on project work and selling project features to new clients.
Video content tends to have a positive effect on brand attitude allows you the freedom to show off your personality and
bring some humor into the business space. According to (Demand Jump 2020), video is the most consumed and shared
format on social media. Jumping on TikTok trends and Instagram reels have helped expose the brand to a wider reached
audience, while the educational and informational aspects of these Instagram and TikTok videos helped with the
interestingness of content. When content is interesting according to (Sally, 2013), it has the power to arouse customer
willingness to spread and share more, as well as have a positive image of the brand and this has worked well for RHL with
its initial customer segment.
Virtual reality photography has become imposing these days . it creates the technique that captures 360 degree images in
a border-less seamless way and customers in this case can access this experience from the comfort of their homes. The
Virtual Tour is one key content that changed the landscape of Real Estate marketing especially during the Covid
Pandemic.This also helped RHL cater to busy clients and clients in diaspora, and more significantly, engage new generation
audiences in a cost effective way. The continual adoption of this type of content therefore must be sustained as RHL moves
to penetrate the Lagos Market.
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Images on the other hand comprised mainly site pictures and pictures from events and site visits. Although, Rural Homes
needs to improve the quality of images being put out in order to improve engagement and interaction with the content, as
Social Media has its standard for images.
To share details on offers and project benefits of keying into the project, RHL utilized infographics in the content mix. This
was used to repeatedly project call to actions, statistics, contact details, through social media, ads and other strategies.
All of these in one way or the other and the adoption of new trends helped engage Rural Homes audience but in its whole
the choice of content type is not sufficient. Although Demand Jump, 2020 suggests that rather than rather than being over
burdened with trying to create 100 plus different types of content, one must figure out what types of content are most
valuable to the target customers and most popular among the specific demographic. This goes on to help identify 5 or 10
specific content types that work well.
Some other content formats such as Newsletters, Memes and writing Blogs which are great for engaging loyal customers,
reaching new audiences, improving SEO ranking are missing from RHL’s content mix and must be considered in reaching its
Lagos audience in order to effectively reach its goals.
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TASK 2
2.1 BENEFITS OF A PERSONA IN INFLUENCING DIGITAL MARKETING CAMPAIGNS
Knowing and understanding customer needs is the core of every successful business. Simply put, personas are a snapshot
of the ideal customer. This information used to create a persona now stands as a guide to all marketing strategies and
communication.
Below are some benefits of a persons:
⚫ It helps tailor the right brand messages
⚫ Provides insight to audience behavior. The company can leverage on this in order to maximize the impact of content
marketing and the project.
⚫ Personas also provide information needed to shape brand messages and this helps ensure that content creation is
compelling and fulfills the need of each persona.
In the following sections, we will delve into Rural Homes Customer Persona proper.
2.1.1 CUSTOMER PERSONA FOR ALABA MARKET BY RURAL HOMES
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SLIDE 1
For this section, we have identified two key customer segments that typically characterize RHL’s target audience for its new
Lagos project.
SLIDE 2
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Meet Ebuka Chigozie. Ebuka is a 32 year old Lagosian married with kids, who happens to be business man / entrepreneur.
He is ambitious, social and investment savvy. As an educated full-time business man / entrepreneur, Ebuka is constantly
faced with the challenge of thinking out ways to expand his business and seeking out strategic locations for positioning or
getting involved in genuine, viable and potentially fruitful investment opportunities in Lagos with high returns. Ebuka
frequently uses social media, reads news blogs to keep up with the latest business news and economic updates, checks his
emails where he frequently corresponds with vendors, his bank, or subscribes to relevant Newsletters, and uses Youtube
to watch all sorts of videos.
SLIDE 3
Meet Damilola A’K.A. Dami. Dami is a young ambitious Legal practitioner based in Lagos. She is street-wise, meaning she
knows her way around the terrain and knows how to penetrate places and meet people and works as a Realtor alongside
practicing the law part-time. As a Realtor, Dami has closed several deals in the past and is driven by the extra income she
gets on commission. You can find Dami on social medai seeking out property listings and maintaining a profile she uses to
attract leads, or checking her Email where she corresponds with real estate developers and clients, or on News blogs and
Youtube surfing for financial news and fun interesting and educative videos to watch.
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2.1.2 RATIONALE FOR CHOSEN PERSONA
SLIDE 4
Lagos is the Nation’s economic and financial nerve, and according research, it is the home to about 65% of Nigeria’s
businesses and has the largest collection of small and medium enterprises in Africa and this translates to millions of
potential customers for Rural Homes who; based on this status quo would be genuinely interested in the Alaba Project.
Engaging agents is a strategy that will also help Rural Homes leverage the network of Realtors who already have a rich
potential customer base. As the Nation’s Commercial Capital and based on the above statistics, Lagos will be fraught with
investors and investment savvy individuals like Ebuka and tons of Realtors like Dami and this sets the pace for RHL’s
penetration into the Lagos Market with the Alaba Project.
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2.1.3 LEVERAGING A GROWING MIDDLE CLASS POPULATION
Lagos vibrant economy has led to a growing middle-class population with the spending power to buy on luxuries and make
investments. The middle segment of the property market has managed to remain broad-shouldered despite the economic
instability experienced by every other sector of the Nigerian economy and according to research this has been attributed
to strong demand from the middle class. Lagos has the largest share of working population in Africa; over 15.2million of
the estimated 23million residents are within the 15 – 64years age bracket and RHL’s target persona falls well within this
category.
The Alaba project is designed to appeal to a young investment savvy demographic who are interested in ROIs and
commission. RHL’S Alaba project provides 30% Return on Investment and 7% commission on sale as well as very attractive
discounts and flexible payment plans. All these are policies that make the project and dealing with the brand profitable for
the Investment savvy target and satisfactory. The strategic location of this flagship project also, in Lagos will appeal to any
serious minded business man / entrepreneur who needs that strategic positioning to connect to clients and a physical touch
point to service clients.
2.2 CUSTOMER JOURNEY OF IDENTIFIED SEGMENT
SLIDE 5
Articulating the customer Journey will help identify the overall experience our potential customer has as they
interact with the brand from different touch points. Below is the mapped out customer journey for RHL’s identified
segment:
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SLIDE 6
The first stage of the customer journey is the awareness stage. While scrolling through their Instagram feed, Dami and
Ebuka come across an Ad from Rural Homes displaying information about the property for sale and prompting them to
take an action, while emphasizing that it is safe and viable. Another touch point could be a Google search. Ebuka may
search for viable investments in Lagos and Dami may search properties for sale in Lagos. A sales email from RHL
introducing Alaba to the Lagos Market could also come as a notification in the customer’s email address as another touch
point for awareness.
SLIDE 7
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In the Interest stage, the customer makes the effort to search out more info about the brand and the offer. This would
likely be done from two specific touch points; the company website or social media (Instagram, Twitter, Facebook) pages.
It is important at this stage to match the customer’s interest with the benefits of dealing with the brand ,potential ROI,
benefits of the said project and address possible concerns by guaranteeing safety of investment, the legitimacy of owning
the property, Targeted email marketing campaigns is also another touch point worth exploring at this stage.
SLIDE 8
At the consideration stage, the customer goes on to do an assessment of all the options gathered from the interest stage,
towards deciding which option is best suited to their need for investing in the Alaba project with RHL. The goal of the
company here is to communicate trust by showcasing past customer reviews, testimonials, create content that focuses on
needs assessment and an overview of benefits. This way, every effort is aimed at convincing the customer that our offer is
the best option.
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SLIDE 9
At this stage, the customer is ready to make a financial commitment for a selected property or shop type or towards
partnering as an agent who has an interested customer who is also ready to make financial commitment.
SLIDE 10
This is the last stage in the customer journey. In this case, the customer has made a purchase and is looking to
re-subscribe to other available investment options or has closed a deal in the case of the agent-type customer persona.
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The crux of this stage is to groom the relationship with the customer by constantly keeping in touch with progress, offers,
subsequent projects, and value adding content via Email newsletters and blog.
2.2.1 OVERVIEW OF HOW GAINING CUSTOMER FEEDBACK CAN AID CUSTOMER RETENTION IN THE LONG-RUN
Feedback is an important component of effective learning for companies. It creates a sense of engagement, helps to
measure the level of customer satisfaction, identifies room for improving how customer inquiries are handled and how
customers feel about the brand. Meticulously addressing customer feedback helps retain customer interest and sustain
customer relationships essentially because that awareness of what customers are saying about the brand and how they
feel about the brand helps the company project the right content and improve the product to be well suited to the needs
of the customer. The following touch points are relevant for accurate feedback collation and within this context:
Website: This would involve feedback from surveys and live chat interaction
Email: This involves sending emails to clients; both new and existing clients asking for direct feedback by simply asking a
set of questions about the brand and the impact of the project or just sending a survey
Social media: Social media insights, social media polls and social media listening are great feedback points that can also
determine the effectiveness of the online campaign. With the aforementioned feedback, the brand is aware of the target
population and customer reaction to what has been projected in terms of brand image, and content and has the chance to
analyze engagement (likes, shares, follows) from insights and thereby make informed decisions that will sustain the
engagement and thereby customer retention.
2.3 KEY BENEFITS AND CHALLENGES OF IMPLEMENTING AN INTEGRTED MULTI CHANNEL DIGITAL STRATEGY
Multichannel marketing refers to the practice by which companies interact with customers via multiple channels, both
direct and indirect, to sell them goods and services.
Some of the benefits of Multi channel marketing are:
⚫ It Improves marketing potential
⚫ Difference in Channel Preference

Different people are more receptive to communications via different channels. Facebook, mobile push notifications, email,
text messages, and phone calls – determining which channels are preferred by which customer personas is a powerful way
to improve the response rates and uplift of your campaigns.
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Sample of Multichannel Marketing strategy:
A good example is Tospshop’s strategy for London fashion week 2021. The UK-based fashion company adopted the use of
digital billboards across the UK during London Fashion Week to promote its latest catalog. The adverts were synced to
their Twitter in a way where if followers used the hashtag #LFW, the billboard would display the tweet and a relevant item
from the catalog. According to research, the company earned a 75% increase in revenue with the #LFW hashtag.
Key Takeaways from the Topshop’s Multichannel Campaign:

• It is good practice to sync social media with advertising or physical store experience.
• It is important to Take advantage of current events to ensure marketing stays relevant and get more eyes on
the brand
• Use high-quality content and present your messaging in creative ways to encourage interaction with your brand
and stand out.
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3.1 DIGITAL MARKETING PLAN FOR RURAL HOMES LIMITED
This digital marketing plan is a 6months plan tailored to appeal to the defined Rural Homes customer segment and has the
following objectives:
3.1.1 OBJECTIVES
The following SMART objectives have been highlighted for RHL’s digital marketing plan
1) Get 1million impressions through targeted Facebook and Instagram Ads in the first 3months
2) Generate 500 strong leads from social media ads by March 2022
3) Reduce customer acquisition cost by 30%
4) Receive 10,000 website visits per month from Google search in 6 months
3.1.2 DIGITAL MARKETING MIX
The ever emerging digital era has no doubt transformed secveral aspects of marketing (Vlaskova and Kalikova 2018) and
more specifically in this context, birthed the adaptation of the traditional marketing mix(The four P’s) to have online
characteristics.
The digital marketing mix therefore for Rural Homes Limited is as follows:
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1. PRODUCT: The digital product here is Alaba Inter-City Hub; Rural Homes’s flagship commercial real estate project for
Lagos state.
Fig 1: Alaba Inter-City Mall
2. PRICE: The project comprises different shop types sold at different prices, according to sizes. An e-pricelist is a major
content that has been created for circulation. The company’s Enterprise Resource System by Minerva has a back-end and
front-end experience where customers have access to a unique data page about their property(created from the lead
generation stage and converted to customer when ready to make commitment. The system has a payment gateway that
allows customers make payment, track payment plan progression and receive prompts for upcoming payments and
balance on updates. This translates into payment tracking, record keeping and Customer Relationship Management
System on the back-end.
3. PROMOTION: For this campaign, outright payment on any shop attracts 10% discount and 50% deposit attracts 5%
discount. Commission on sale is pegged at 7.5% (Very attractive offer compared to others and deliberately so for the
purpose of this campaign).
4. PEOPLE: The operations of the following categories of staff are significant to the success of the campaign.
⚫ Digital Marketing: This unit will be responsible for response management across platforms; Facebook, Emails, Website,
Live chat. The unit will also handle and monitoring and evaluating analytics as well as compiling feedback that will
inform management decision.
⚫ Accounts: ,Manage , track and ensure timely payment of commission to agents and smooth receipt processing.
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⚫ Customer Service: Manage CRM(Customer Relationship Management) module on Minerva by efficiently updating
payments and records, Handle customer correspondence, initiate calls from the CRM triggered prompts, address
inquiries, handle trouble shooting especially for payment platform and customer support.
⚫ Managing Director: Approve commissions and approve relevant changes recommended for feedback.
5. PROCESS: Straight from ads or the inquiry stage, customers can fill e-application document and then be redirected to
the platform to make payments on the integrated Paystack platform, after which an e-reciept is generated. An email is
then triggered with receipt and a prompt to activate new customer account, view balance and work progress on the
property.
6. PHYSICAL EVIDENCE:
Fig 2: Rural Homes Website and Instagram
The company website and social media must be properly managed to display logo, appealing content and useful
information (answers to FAQs, offers, discounts, availability, contact), as these wil serve as physical evidence.
3.1.3 DIGITAL TOOLS TO BE USED
The following digital tools will be used to drive the highlighted objectives for this plan:
1. Social Media Marketing: Healthy social media strategies will be significant in this campaign to reaching the
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younger segment of the target demographic, and allow the brand to be conversational while projecting brand personality
and brand voice, which are significant to brand reputation.
It is important to engage social media for the following stringent reasons. First, the Rural Homes competitors already have
a strong presence online. This not only suggests that there is an opportunity for the brand to do well on these channels
but it means that some of its potential customers may already be talking with the competition. Second, marketing through
social media helps cut marketing costs without sacrificing results.
A successful campaign therefore must include social media in the mix. This campaign will include Ads and consistent
content management strategies on Facebook; LinkedIn; Instagram; and Twitter, specifically sharing scheduled engaging
videos and other content focused on adding value.
Social media offers the opportunity for consumers to interact with brands and carry out needs assessment on goods and
services options before making commitments. It has also helped companies have a more targeted approach to customer
acquisition, communicate better and and drive direct sales, gain insight into customer perception retain customers
((Albors et al., 2008)
2. Email Marketing
Email remains the top choice of marketing communication methods and has been proved to help business grow.
According to Chittenden & Rettie (2003, 203-217), email marketing is recognized as the new and powerful way of digital
marketing. It is great and convenient for attracting consumers by delivering advertising, promotional or commercial
campaigns directly at targeted consumers’ mailbox in no time or effort (The Balance 2016). Beautifully designed, well
thought out email campaigns will therefore be implemented as part of the digital plan to reach the target audience.
3. Search Engine Marketing

Search Engines are an indispensible platform essentially because millions of customers all over the world use it to search
relevant information online. Search Engine Optimization is a very important element of Digital Marketing and is used
widely to improve theit is used to improve visibility of an online business across various search engines through pay per
click advertising (PPC). This tool will be used to bid for 20 significant keywords that will help RHL’s website rank in a way
where the brad and offer will compete favorably as the go to option for viable property investments in Lagos
4. Display and Youtube Advertsing

Display and Youtube ads help content stand out in advertising. They allow businesses attract customer attention with
catchy content, help audiences familiarize with the brand, allow businesses connect to customers in a smart and
affordable way, using a high degree of targeting flexibility that allows companies filter targeting to show only on specific
sites or exclude specific sites and also give the opportunity to track and monitor campaign success with detailed analytics.
Ad part of this digital plan, Display and Youtube ads will be used to reach targeted audience in Lagos and its environs and
will give insights on customer perception which the company will need to tailor the brand to appeal to this new customer
segment
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3.1.4 BUDGET
This campaign is set to run for a 6months duration and the set budget is outlined as follows:
S/N ITEMS DURATION(WEEKS) AMOUNT(N)
GRAPHICS DESIGN(FIXED) N/A 560,000
COPYWRITING (FIXED) N/A 780,000
DRONE VIDEO PRODUCTION AND N/A 700,000

VIRTUAL TOUR PRODUCTION
GOOGLE ADWORDS (PAID 12 2200000

SEARCH)
GOOGLE DISPLAY 12 2200000

NETWORK(DISPLAY ADS)
DIRECT PLACEMENT (HIGH 8 5000000

TRAFFIC SITES)
SOCIAL MEDIA SPONSORED 10 2500000

POSTS
YOUTUBE STREAM ADS 8 1800000
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INFLUENCER SERVICE N/A 10000000
(4 INFLUENCERS)
EMAIL MARKETING (MAIL CHIMP 12 1200000

SUBSCRIPTION)
PROMOTIONAL INCENTIVES N/A 5500000
3 MEDIA AGENCY FEES(10% OF N/A 4800000

BUDGET)
TOTAL N53440000
3.1.5 RECOMMENDATIONS FOR INTEGRATION OF DIGITAL PLAN INTO OVERALL MARKETING ACTIVITIES.
For Maximum impact, the digital marketing plan will be run alongside traditional marketing activities. For best practices
there must be some synergy in the content shared across both traditional and digital marketing. Having a clear-cut
integration plan is significant to maximizing leads that will be generated through this campaign towards conversion. A
properly integrated campaign should ideally project a unified front in order to give prospects more information, and
essentially give them a seamless customer experience. Therefore, a good campaign should aim to essentially prompt the
audience towards making contact by visiting the website for more information, or calling the hot-lines, or visiting the
physical space. The information below highlights how an overall marketing campaign integration plan infuses the digital
marketing touch points:
- Social Media
Social Media content for this campaign should include a link to the website for more information, and a prompt to call the
hot-lines to speak with an agent to gain more information.
- Billboards
Billboard ads will include a website, social handles and hot-lines to speak with agents directly.
- TV
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TV content will prompt leads to visit the website for more information, call the hot-lines to speak with an agent, visit the
company’s social media or physical office for more information.
- Radio:
Radio content will prompt leads to visit the website for more information, call the hot-lines to speak with an agent, visit
the company’s social media or physical office for more information.
- Event Fliers:
These will prompt leads to call the hot-lines or visit the website for more information.
- Local Newspaper
Newspaper content will prompt leads to visit the website for more information, call the hot-lines to speak to an agent,
visit the company’s social media or physical office for more information.
3.2 METRICS FOR MONITORING AND MEASURING DIGITAL PLAN ACTIVITIES
In the digital era, most activities & goals are measured by key performance indicators (KPIs) directly or indirectly in
order to have better control on business activities. These are used widely in almost every company & industry now a
day as these are quicker and effective in tracking whether the company is on track to achieve its goals. (Singh D. &
Kumari M., 2019)
Two major metrics that will be used to measure this campaign’s effectiveness are :
1. Conversion Rate: Conversion could mean different things to different campaigns. In this context, it is defined as a lead
(customer of agent) who has indicated genuine interest in dealing with Rural Homes and its available offer. Google
analytics helps to measure conversion rates via website. This metric will help determine the effectiveness of this campaign.
However, it should only be a part of an overall marketing strategy.
2. Social Media Engagement: This typically reflects the number of interactions made on social media posts and could
either be measured specifically through likes, share, clicks, comments, etc. Tracking social media engagements are
important as the user directly chooses to interact with the content. (Sighn et al, 2019). It not only helps guide content
creation, but will also help this digital plan to monitor and evaluate customer perception holistically in order to
understand and paye the way to position RHL and its offer strategically amongst its new segment.
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3.3 ENVIRONMENTAL SCANNING: FACTORS TO BE CONSIDERED FOR RURAL HOMES DIGITAL MARKETING TO REMAIN
COMPETITIVE ACROSS ITS MARKETS
Environmental analysis will help Rural Homes to understand what is happening in its external and Internal environment
and to increase the probability that the marketing strategies developed in this context will appropriately reflect the
environment.
This is important essentially because there are rapid changes taking place in the environment that has a great impact on
company operations. Analysis of business environment helps to identify strength weakness, opportunities and threats and
a SWOT analysis is necessary for the survival and growth of every serious minded company.
Two major factors to be considered that will affect RHL’s competitiveness include, first the political atmosphere
surrounding the ban on twitter in Nigeria due to the 2020 End SARS Campaign. This event has led the scrutiny of other
social media and social media activity. This could pose a threat to RHL’s investment in social media strategies and reliance
on social media insights to acquire its new segment. However, a good multi channel marketing approach will give the
company the opportunity to reach a wide range of potential customers across the digital landscape.
Also, the state of economic instability in the country currently cannot be over emphasized. This is an opportunity RHL
must leverage to attract customers essentially because investments is what will keep people afloat in the current declining
economy and that is a strength the company must bear in mind as it curates content to reach its target.
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REFERENCES
3ceesprojects, 7 REASONS WHY YOU SHOULD INVEST IN LAGOS REAL ESTATE MARKET November 9, 2021
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Digital Marketing Techniques 40079661

(Digital Marketing Techniques)

(Acquiring New Customer Segment)

Task 1: 999 Words / Two Pages

Task 2: 1,696 Words/ 10 Slides

Task 3: 1,987 Words

Total Word Count: (4,682 Words)

1.1 Organization Summary………………………………………..................................3

1.2 Best Practice Application of Digital Marketing Activity……………….……..…....5

1.3 Current Online Content ..........…………………………..…………….……….........7

2.1 Benefits of a persona in influencing Digital Marketing Campaigns......................9

2.2 Customer Journey of Identified Segment ......................………….…………… 13

2.3 Benefits and challenges of Implementing a Multi-channel marketing strategy...17

3.1 Digital Marketing Plan for Rural Homes Limited...................................................19

3.3 Environmental Scanning........................................................................................26

1.1 ORGANIZATION SUMMARY

1.1.1 ORGANIZATION NAME: RURAL HOMES LIMITED

SUMMARY OF THE ORGANIZATION’S KEY INTERNAL AND EXTERNAL STAKEHOLDERS

The Following have been identified as stakeholders of Rural Homes Limited.

4. Employees: This includes the entire staff of the organization.

1. Customers: Including Existing clients and target prospects

3. Nigerian Housing Fund

4. Real Estate Interest Groups

5. Real Estate Regulatory bodies

1.1.4 KEY CUSTOMER SEGMENT DESCRIPTION:

Location: Abuja and Environs, Lagos,

Preferred Channels: Personal selling, Facebook, YouTube, Billboards, Instagram

Selected theme: Acquiring a new customer segment

Author: Marketing Executive, Rural Homes Limited

Date: 26th November; 2021

1.2 SAMPLE BEST PRACTICE APPLICATION OF EFFECTIVE DIGITAL MARKETING ACTIVITY

1.3 CURRENT ONLINE CONTENT

RHL’s Current online content includes the following:

1.3.1 ANALYSING THE EFFECTIVENESS OF THE CURRENT ONLINE CONTENT

2.1 BENEFITS OF A PERSONA IN INFLUENCING DIGITAL MARKETING CAMPAIGNS

Below are some benefits of a persons:

⚫ It helps tailor the right brand messages

2.1.1 CUSTOMER PERSONA FOR ALABA MARKET BY RURAL HOMES

2.1.2 RATIONALE FOR CHOSEN PERSONA

2.1.3 LEVERAGING A GROWING MIDDLE CLASS POPULATION

2.2 CUSTOMER JOURNEY OF IDENTIFIED SEGMENT

Some of the benefits of Multi channel marketing are:

⚫ It Improves marketing potential

⚫ Difference in Channel Preference

Sample of Multichannel Marketing strategy:

Key Takeaways from the Topshop’s Multichannel Campaign:

3.1 DIGITAL MARKETING PLAN FOR RURAL HOMES LIMITED

3.1.2 DIGITAL MARKETING MIX

Fig 1: Alaba Inter-City Mall

Fig 2: Rural Homes Website and Instagram

3.1.3 DIGITAL TOOLS TO BE USED

3. Search Engine Marketing

4. Display and Youtube Advertsing

S/N ITEMS DURATION(WEEKS) AMOUNT(N)

GRAPHICS DESIGN(FIXED) N/A 560,000

COPYWRITING (FIXED) N/A 780,000

DRONE VIDEO PRODUCTION AND N/A 700,000

GOOGLE ADWORDS (PAID 12 2200000

GOOGLE DISPLAY 12 2200000

DIRECT PLACEMENT (HIGH 8 5000000

SOCIAL MEDIA SPONSORED 10 2500000

YOUTUBE STREAM ADS 8 1800000

INFLUENCER SERVICE N/A 10000000