pic-nutri-meal digital marketing strategy

1. Digital Marketing Strategy
For the Pic-Nutri-Meal App
Presented by Zero To Infinity.
Digital Marketing, We Have It Covered.

2. Introduction
 The purpose if this presentation is to take a customer through the Digital
Marketing Strategy for the Pic-Nutri-Meal App
 The objective is to have the correct mix of digital marketing channels to
address the apps target customers as effectively as possible.
 This will be achieved by designing a strategy that addresses the KPIs of the
app and the needs of the customer at the same time.
 The strategy will be measured and reviewed periodically and the learnings
will be used to shape the following DM strategy.

3. Strategy and Objectives
 Identify our businesses goals/KPIs.
 Locate our target market online using our own and competitor visible data.
 Identify what type of information users are looking for in their current
conversations.
 Use SEO, PPC, and Social Media channels as the primary DM tools.
 Develop Brand Identity/Persona and stick to it across all Social Media
 Respond with content that answers customer pain points and interests but also
incorporates our businesses KPIs.
 Measure impact on our KPIs
 Refine our strategy using learned information and start again.

4. Target Market

5. KPIs
 Increase app downloads.
 Increase sign up to newsletter.
 Increase our social media presence.
 Increase our brand awareness.
 Share recipes.
 Download videos and documents.

6. KPIs and Metrics

7. Social Media Strategy.
 Use social media channels for our target audience.
 Use Facebook Twitter Linked in Google plus YouTube Pinterest and Instagram.
 Use channels with appropriate content. E.g. do not use viral video for the
elderly as it may not be suitable. But do use Facebook as they are the largest
growing sector on Facebook.
 Answer the customer pain points with relevant content.
 Become an Authority and gain trust. Strengthen brand

8. Search Engine Optimisation & Pay Per Click

9. Landing Pages

10. Landing Page Strategy
 Layout is in F format as this is how users consume content on websites.
 Logo placed at top left hand side of F shape.
 Download and CTA easy to find and use.
 Images good quality an colourful.
 Authority content is relevant.
 Keywords lace to help SEO
 Tracking codes for Google Analytics applied
 HTLM tags in place for spiders to find
 Customer tested before launch
 Submit to Webmaster tools for testing
 Include custom error 404 pages and make them work before launch.

11. Google Analytics
Here is an example of the App goals set up in Google Analytics

12. Google Analytics Code
Here is an example of the code to be used for our App Pic Nutri Meal

13. Budget Plan
Digital Marketing Budget Budget
Channel Description Amount
Apple Development accoung fot App Store €351.00
Google AdWord Planner €100 per month €1,000.00
Facebook €200 per month €2,000.00
Twitter Cost per click deemed prohibitive €1.50 €0.00
Pintrest Promoted pins €500.00
Google Play App on Google Play for download €349.00
Instagram CPC €0.38 €800.00
Local Listings Free €0.00
Total €5,000.00

14. Team Contribution
Contributors
Name/Position Roles Organization Contact Details
John Dunbar Product Owner
PM Stream
Channel Strategy &
Justification
john.dunbar@webelevate.ie
Deirdre Keane Scrum Master
PM Stream
Metrics and KPIs deirdre.keane@webelevate.ie
Gildo Darullo Development Team
Coding Stream
Google Analytics &
Code
gildo.darullo@webelevate.ie
Shane Quinlan Development Team
Design Stream
Landing Pages shane.quinlan@webelevate.ie
Delyth Hughes Development Team
Design Stream
Landing Page &
Budget
delyth.hughes@webelevate.ie