Digital Marketing Communications Assignment 1

A1

Spinningfields is designed to offer Manchester professionals a stylish, ‘world class’ socializing and working environment. It drives customers to the area through schemes and events such as the Yellow Discount Card and the winter ice skating rink to maximize revenue for local businesses

Spinningfields has a growing digital marketing communications presence, however they lack two-way dialogue with their customers, a tool that is largely unique to digital marketing communications management (DMCM) as it’s more accessible than in non-digital media.

Our DMCM strategy will offer a platform for existing and potential Spinningfields’ customers to interact with each other whilst raising awareness of offerings, events and schemes through discussions and reviews of their experiences.

We have focused on the above service because other aspects of Spinningfields such as “The Avenue” already have a digital marketing presence; in addition the opening of “The Avenue” has been delayed continually for two years.

A2

DMCM approaches for our service need to meet suitable criteria including the ability to:

• be identified by Google, through SEO.

• be accessible on a variety of platforms including smart phones

• leave comments/feedback

• host media including video clips, images etc

We would like to use PPC and e-mail marketing (newsletter) in order to maximize traffic to our blog. However these are not viable approaches as email content does not affect our search engine ranking and PPC is expensive to implement. 

Therefore the best DMCM platforms will be social media due to broad appeal and high level of interaction:

1) Facebook

2) Twitter

3) Youtube

We will use online advertising and directory sites to promote Spinningfields and drive traffic to our blog. The use of SEO techniques such as tagging pictures, videos and links will help to increase the ranking of our service in Google organic search. We will use sites such as:

4) Gumtree

5) Craigslist

6) Yahoo

7) Wikipedia

to encourage greater levels of interaction and drive traffic to our blog, which holds the consumer reviews. We will implement our approach in a systematic way, adapting to unforeseen circumstances and opportunities to realize the blogs full potential.

Team Summary:

David Lomax 07169048 

Celina Klefas-Stenett   07000483 

Jennie Keen  07246877 

Michael Harris  07210596 

Ben Magee 07184777 

Katie Shaw  06424922 


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