5-2 Milestone Three

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Southern New Hampshire University *

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335

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Marketing

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Feb 20, 2024

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1 5-2 Final Project Milestone Three: Content Plan Southern New Hampshire University MKT-335: Digital Advertising April 9, 2023

2 While creating a new digital marketing strategy, KitchenAid has outlined specific goals to help the brand remain relevant and generate a higher profit. The brand has used a traditional marketing strategy for much of its life and hopes to utilize the targeting capabilities of digital marketing ads. By utilizing SEO, Pinterest, Instagram, Mobile display ads, and YouTube, KitchenAid will have the ability to reach their millennial audience. Not only do these channels appeal to millennial consumers, but they also align with KitchenAid’s target personas of the tasty chef, the kitchen pros, and the health nuts. This report will outline a content plan for the new dig- ital marketing campaign, focusing on the content and information required for each of the new selected channels while considering the legal, ethical, and cultural issues that could arise. When creating a new marketing campaign for social media, the is content and informa- tion that needs to be gathered before the campaign can launch. SEO will need some information before the campaign can be launched. Keywords are essential to creating a successful SEO cam- paign that will help customers find the website based on their search query. Also, the KitchenAid website will need to be evaluated and for backlinks and new backlinks will need to be created and researched to ensure they are reliable and beneficial. Another channel that will require content and information for the campaign to be success- ful. Pinterest is a great platform for consumers who fit within the target market and are beneficial because “users want to discover new products, brands, and projects. And Pinterest ads naturally work into that because they don’t interrupt . They add to the sense of discovery” (Martin, 2022). Content that will be needed to support this channel will be photos and short videos of the new countertop appliances line, along with catchy music for video ads to help build the engagement. Other content needed will be recipes that users can try on their new KitchenAid appliances, and user generated content.

3 Much like Pinterest, Instagram will require similar content for the campaign such as pho- tos and short videos. However, since Instagram is used by a younger audience, the content cre- ated will need to be considered in relation to the user-base of the platform. KitchenAid will also benefit from the use of influencers, researching and generating content for influencers to use can help create a smooth Instagram campaign. Information on when to post will be beneficial for In- stagram as many users find a specific time that finds the most likely to be seen by many. Mobile display ads and app-specific display ads will be very beneficial to the campaign by providing a strong and large user-base. Mobile display ads and app-specific ads will require content such as photos of products and customer reviews, as well as information based on user demographics based on the specific apps selected. This will allow for a more effective target strategy. Finally, YouTube will be used to display regular KitchenAid ads but also a guide for customers for their new appliances. The channel will feature cooking videos with KitchenAid ap- pliances and lifestyle guides that cater to the target market personas. Content needed for YouTube will be videos for the different areas the channel will cover. Other content needed will be for photos and info for video banner ads, and short video ads for other YouTube videos.

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4 Messaging Guidelines Advertising Channel: Pinterest Types of Units Being Used: Video and link click -------------------------------------------------------- ● Ensure content is posted on correct boards and pin tags. ● Create content that reflects the user demographic of the platform. ● Make sure ads provide valuable information and content that users will resonate with. Messaging Guidelines Advertising Channel: Instagram Types of Units Being Used: Video and link click --------------------------------------------------------

5 ● Ensure that videos and information comply with Instagram’s limits and regulations. ● Make sure influencers chosen are reliable and promote the brand positively. ● Create ads that reflect the younger demographic of Instagram. Messaging Guidelines Advertising Channel: YouTube Types of Units Being Used: Video and link click -------------------------------------------------------- ● Ensure videos provide value-added content to consumers. ● Create CTA within the videos for the products that is visible and beneficial. ● Make sure the video content aligns with the target market in cooking and lifestyle videos. ● Create banner and short video ads that adhere to YouTube’s policies. When creating the campaign, keeping an eye on the legal issues will help KitchenAid avoid getting into any legal disputes that could harm the brand’s image. Such legal issues that could arise would be privacy and data collection, copyright issues, and anti-spam laws (Patel, 2021). These three legal issues can complicate marketing campaigns but must be considered to create a successful campaign that will run across multiple channels. Data collection will need to be care- fully monitored in the SEO channel as some data collected will have to be saved within legal limits. Copyright infringement issues arise with any display ads across any channel, KitchenAid must be aware of the content they are posting is not the same of something that is already taken from another company. Anti-spam laws can vary by each state, so focusing on this will help all ads across the multiple channels remain active and not breaking any state or federal laws.

6 Not only do legal issues arise when it comes to using a digital marketing campaign, but also ethical and cultural issues can hinder the performance of a campaign. Some ethical issues that could come from the content created for the channels would be consumers distrust with an influ- encer. Influencers must stay true to themselves and their audience, if an influencer goes off- brand for themselves and their audience notices, it can be detrimental to the brands they promote for. They also need to be careful of promoting two different brands that compete, or not using the products they are promoting. To help resolve this issue, influencers will be moderated and given specific information to stay on brand. Other ethical issues could come from the placement of ads on social media and websites, some people may not agree that is has correct placement, to avoid this, ads will be placed to help hit the exact target market. Finally, some other issues that could come up is false claims. Some consumers may try to dispute the claims made in the video ads and state that the products do not actually perform as advertised. To help avoid this, KitchenAid will be upfront and transparent about the product being advertised to avoid any wrong or mis- leading information.

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7 References Martin, M. (2022, December 2). Pinterest Ads: A Simple Guide for 2023 . Social Media Market- ing & Management Dashboard. https://blog.hootsuite.com/pinterest-ads/ Patel, N. (2021, September 14). Three Key Legal Issues Online Marketers Need to Know About . Neil Patel. https://neilpatel.com/blog/legal-issues-facing-online-marketers/

5-2 Milestone Three

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