Capstone Project: Digital Marketing Agency Marketing Plan (KIRTI DIGITAL MARKETING AGENCY)
Capstone Project: Digital Marketing Agency Marketing Plan (KIRTI DIGITAL MARKETING AGENCY)
| Feature | Detail |
|---|---|
| Objective | To create a comprehensive, 50-page Digital Marketing Plan for the fictional KIRTI DIGITAL MARKETING AGENCY (KDMA). This capstone covered the foundational elements of a business, including SWOT analysis, target market definition, buyer persona creation, competitive analysis, marketing mix (4 Ps), budget allocation, and channel strategy, with the goal of driving brand visibility and revenue diversification. |
| Time Required | 4 days (Strategy, research, and documentation) |
| Estimated Charge for this Project | ₹30,000 |
| Tools Used | Semrush (Conceptual for competitive analysis and market research), Google Keyword Planner (Conceptual for industry trend analysis), ChatGPT/Gemini AI (Aiding in objective setting, mission statement, and content drafting), Facebook/LinkedIn (Conceptual for defining social media channels and personas). |
| Context/Client | KIRTI DIGITAL MARKETING AGENCY - Completed as a strategic “Capstone Project” assignment for the Advanced Digital Marketing and Analytics Course by Intellipaat in collaboration with IIT, Madras. |
Executive Summary: KDMA Marketing Strategy
The marketing plan is designed to solidify KDMA's position as a leading digital marketing agency by addressing key challenges like limited brand awareness and intense competition. The strategy is built on innovation (AI/Predictive Analytics), client-centricity, and a focus on high-growth target industries: E-commerce/Retail and Healthcare/Wellness.
1. Business Foundations & Analysis
| Component | Summary | Key Insight |
|---|---|---|
| Mission Statement | To empower businesses to thrive in the digital landscape by delivering innovative, tailored, and results-driven marketing solutions. | Focuses on innovation, customization, and measurable results. |
| Leadership | Director of Digital Marketing (Kirti Kite), VP of Marketing (Dev Kite), Director of Content (Shailesh Bawane), Digital Marketing Manager (Pranay Patil). | Diverse team structure ensures strong leadership across strategy, implementation, content, and execution. |
| SWOT Analysis | Strengths: Strong team expertise, Client-Centric Approach, Innovative Techniques. Weaknesses: Limited Brand Awareness, Resource Constraints. Opportunities: Growing Demand, Emerging Technologies (AI, Voice Search). Threats: Intense Competition, Economic Downturns. | The strategy must leverage Strengths (Innovation) to overcome Weaknesses (Brand Awareness). |
2. Marketing Initiatives (2024 Goals)
The marketing department's efforts are focused on three measurable initiatives:
| Initiative | Goal | Key Metric |
|---|---|---|
| 1. Enhance Brand Visibility | Increase brand recognition and market share by 25% within target industries. | Brand Mentions, Social Media Impressions, Client Acquisition Rate. |
| 2. Expand Service Offerings | Increase revenue diversification by introducing at least two new service packages and achieving a 20% revenue increase from specialized services. | Service Adoption Rate, Revenue Growth from Specialized Services. |
| 3. Expand Social Media Presence | Achieve a 30% increase in overall social media engagement and double referral traffic to the website. | Engagement Rate (Likes, Comments, Shares), Referral Traffic Volume. |
3. Target Market Strategy
Target Industries: E-commerce/Retail, and Healthcare/Wellness.
Buyer Personas:
Persona 1: Marketing Manager (Technology Industry, Age 30-45): Seeks innovative solutions to boost presence and justify marketing ROI to upper management.
Persona 2: Small Business Owner (Retail Sector, Age 25-35): Seeks cost-effective, efficient solutions to compete with larger players, increase online visibility, and drive sales.
4. Marketing Mix (4 Ps)
| Element | KDMA Strategy | Differentiating Factor |
|---|---|---|
| Product | Comprehensive solutions (SEO, PPC, Social, Content, Automation, Analytics). | Data-driven, personalized strategies utilizing AI-powered automation and predictive analytics. |
| Price | Competitive and flexible tiered pricing based on the scope of services. | Focus on demonstrating excellent value for investment and offering seasonal/long-term discounts. |
| Promotion | Multi-channel approach: Targeted email, webinars, industry events, content marketing (case studies). | Thought leadership platforms and guest speaking engagements to build credibility. |
| People | Diverse team (Director, VP, Content Director, Manager) ensures specialization and accountability across the entire marketing mix. | Clearly defined roles ensure efficient delegation and optimization of all initiatives. |
5. Budget and Channels
The total estimated marketing expense for 2024 is ₹39,48,500 INR.
Largest Investment: Pay-per-click (Google) at ₹14,90,000, highlighting a focus on immediate lead generation and acquisition.
Key Channels:
Educational Publications: HubSpot Blog, Moz Blog, Content Marketing Institute (CMI).
Social Networks (Lead Generation & Awareness): LinkedIn (B2B, Thought Leadership), Instagram (Visual Branding, Engagement), Twitter (Real-time updates, Customer Engagement).
This comprehensive plan provides a clear roadmap for KIRTI DIGITAL MARKETING AGENCY to achieve its ambitious growth objectives for 2024.
31 Mar 2024
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