Manchester Metropolitan University

The corresponding marketing strategy proposal pertains to the video marketing requirements of the suggested client: Lecturer at Manchester Metropolitan University Digital Marketing Department. The emphasis has been concentrated on the dual objectives of fostering greater engagements and results through the promotional campaign entailing the selection of a marketing promotional video as an instrument of marketing message projection to the identified customers. The underlying responsibilities could be comprehended as setting of campaign goals through development of proper understanding of the intended audiences, concentrating on the process of communicating the marketing message across the targeted audience spectrum through unambiguous visual and auditory platforms and optimisation of the video content and display in terms of compatibility enhancement in a synchronised manner with the target channel. In this context, the deliberateness of utilisation of consistent branding application could be pondered upon as the attempt to formulate valued, applicable and pertinent content for the digital promotional strategy.

The involved tactics would have to be deliberative of cultivating of a relatively extensive mode of personalisation based communication of the product and service recommendations endorsed within the video content. The selection of the channel of YouTube has been premised upon the realisation that the target audience, the young and aspiring students within and outside of the UK, does engage the most with this digital video streaming and sharing platform. Thus, YouTube has been pointed out to be the platform of promotion of the video content. This approach has been prompted by the necessity to determine the platforms, technologies and the interfaces across which the intended audience of the video promotional content could be engaged with the most optimised effect. The objective is to make accurate promotion and marketing of the advertisement content into a possibility which could be realised. Further, the storyboard based demonstrative advertisement content formulation consummated out of the necessity to engage the audience with optimised effectiveness through provisioning of the visual representation of facilities and information about the academic services available at the Manchester Metropolitan University.

It is of prime necessity to optimise the promotional video depending upon the channel or platform of marketing and advertisement since this is crucial to engender the maximised measure of audience engagement with the content of the video. Since YouTube has been selected as the preferred channel of video based advertisement propagation, the utilised means would have to be monitoring the performance of the video for an interlude of two weeks after the video could be launched and then to refine the profiles of the targeted audience and improve the advertisement prospects of the video through performing fine adjustments into the entire mechanism. With specific consideration of such observations, the optimisation of the channel hosting the YouTube video formulated for the digital marketing purposes could be utilised through multiple approaches such as naming the video file with target keywords such as the Manchester Metropolitan University and insertion of the selected keyword in the video title since this would improve the visual recognition experience of the viewer since this could make the title closely match the search options of the viewers. Furthermore, it would be necessary to utilise tags to inform the audience about the content and context of the video. The tags could also contribute in YouTube figuring out the best options to associate the promotional video with other comparable videos. Finally, video categorisation could be undertaken after placing the video in the YouTunbe channel, through utilisation of Advanced Settings option. This could enable the video to be grouped with identical content on YouTube so as to place the video in different playlists. This would achieve the marketing objective of providing the maximised exposure to the video. Points to be considered in this regard are determination of the patterns of the audiences of identical channels within the selected category and the share qualities (length, production value and format) of the formulated video in comparison with the other videos enlisted under the same category.

The achievement of the fundamental objectives in the entire digital marketing campaign remains contingent upon the development of an effective roadmap of evaluation of the efficacy of the marketing content through the utilisation of different assessment metrics. Such metrics formulate the communication artery in between the marketing message source points (student narrators in the video) and the intended audiences (potential students) of such a video. In this context, the utilisation of the Web Traffic Sources metric could be planned to measure the frequency of web based traffic for the purpose of identification of particular Uniform Resource Locators which could drive the maximised volume of visitations to the YouTube page hosting the launched video. Furthermore, the selected metric could be assistive in terms of performing accurate comparisons between each of the traffic sources. The points of evaluation would have to be determined in this context through the digital marketing efficacy assessment metric and these are the direct (involving the direct typing of the video URL in the default source browser or visitations through undefined channels such as VPNs), referrals (utilisation of previously shared and hosted URL links on different websites or social media platforms), campaign traffic (involving links which could be integral to particular online campaign scenarios such as online influencer groups seeking to inform interested students about available information of the educational services they could be looking for) and organic search (through utilisation of key word input in the default search engines to find the available listings of different resources and then selecting the preferred one from the lists) based evaluations. Additionally, the traffic emanating from the banner ads and paid searches could as well be evaluated. This method could provide the dual utility of measuring the visitation frequency and numbers of individual web traffic sources and also, could analyse the goal completions involving the individual visitations, shares and referrals which could emerge from these sources.

Furthermore, the objectives of such analysis could be served by the mentioned metric through providing greater granular information regarding the web visitations such as the landing page keyword rankings. The referral traffic towards the launched video could be scrutinised into various categories such as mentions in instant messages, blogs, social media based referrals related to the academic services available at the MMU and service listings. The most significant effect of such an approach could be identified from the analysis of the marketing effort efficacy through generating details about the direct search engine based visitations and about the referrals which could provide invaluable and credible insights into the measure of reception of the advertisement video content by the targeted audience.

However, concerning the risks of the selected marketing channel of YouTube, certain aspects have to be taken cognizance of. The initial one is the fact that one could encounter greater competition amongst all of the videos which are displayed and published. SEO rules, especially when using YouTube as a platform, are to be adhered to stringently. The next one is the fact that videos need to be of certain duration for YouTube in order for them to be most effective and that time could be of either 2 minutes or under. The compliance of this has been achieved with that strategy with formulated video being that of less than 2 minutes long. The third one is that YouTube could not, in reality, evaluate the relevance measure of the video in context of the target keyword and thus, the insertion of the keyword on the viewing page of the video after publication of it is of vital significance. However, YouTube can read the video file name and the associated code after the upload is completed. Thus, it is necessary to substitute the "business_ad_FINAL.mov" file name with the selected keyword which could be better synchronised with the type of the file such as MOV, MP4 and WMV.

At the conclusive stage, it could be observed that the formulated marketing plan is succinct, accurate, useful, simple to execute and will be the most effective for the specific needs of the client. We believe that through the execution of this plan our communications objectives for our client will be achieved and realized.

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