Decision Point: Planning Your Digital Campaign

With the promotional budget allocation decided, your boss asks you to focus your attention on developing the digital marketing plan with a goal of using digital marketing to drive traffic to the firm$$s website. The marketing team discussed a number of digital options and narrowed them down to online advertising, brand$-$managed social media, and influencer marketing. Since digital marketing represents new ground for your firm, your boss wants to focus on one of the options to drive traffic and promote the formula maker with a plan to add more digital channels later.

To help you with your decision, the research department has provided you with the results from their recent new parent focus group and their Gen Y focus group.

New Parent Focus Group Summary:

$80\%$ of consumers use search engines to get information on products.

$22\%$ of consumers feel that they can trust brands.

$90\%$ of consumers could be reached through display advertising.

$40\%$ of consumers use ad$-$blocking software online.

Gen Y Focus Group Findings:

Quality, value, and popularity are the top three characteristics mothers seek when purchasing baby products.

$94\%$ of Gen Y consumers state that trust plays a critical role in making a purchase.

$92\%$ of consumers trust user$-$generated content more than traditional advertising.

$74\%$ of consumers trust friends$,$ family$$s$,$ and influencers$$ opinions they see on social media for products and purchases.

$89\%$ of Gen Y consumers would consider themselves active social media users.

$80\%$ of Gen Y consumers use social media for product recommendations.

$49\%$ of Gen Y consumers follow brands and retailers on social media.

Based on the information you learned from the focus group reports, which of the digital marketing channels do you recommend starting with?