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스크립트
CONTENT MARKETING PLAN
Who we are
OUR VALUES
- Cost-consciousness
- Caring for people
- Different with a meaning
- Give and take responsibility
- Young people
- Online networks
- New technologies
- Ecofriendly
GOAL SETTING
--> know
AWARE
APPEAL
--> like
ASK
--> convince
Audience Mapping
ACT
--> buy
ADVOCATE
--> recommend
Target market
Target market
- 18 / 30 years old
- Students / Early workers
- Low / Medium economic level
- Simple / Easy products
- Move (rented)
Buyer personas
Alejandra de la Renta - The Snob
Customer journey
visitor
customer
ATTRACT
CLOSE
stranger
DELIGHT
CONVERT
lead
promoter
Blueprint
Content ideation and planning
Content ideation and planning
CONTENT THEME
CONTENT THEME
Young target market
- Online world
Format
- Offline world
Strategies
#YoungWildAndIkea
Strategies
BACK TO REALITY
BACK TO REALITY
YOUNG FREEDOM
YOUNG FREEDOM
FREE SHIPPING
FREE SHIPPING
CONTENT FORMATS
CONTENT FORMATS
CONTENT CREATION
Content creation
Content creators
CONTENT CREATORS
OWNED
CHANNELS
PAID
CHANNELS
EARNED
CHANNELS
New trends
NEW TRENDS
5G MOBILE TECHNOLOGY
AUGMENTED REALITY
VIRTUAL REALITY
ARTIFICIAL INTELLIGENCE
SOCIAL INTRANET
INTERNET OF THINGS
CONTENT
DISTRIBUTION
Content distribution
OWNED CHANNEL
Owned channel
- Instagram, Twitter
- Blog: Products and advices
- Annual catalogue: best tool
- APP: Photo with 3D version to insert furniture and design.
PAID CHANNELS
Paid channels
- SOCIAL MEDIA ADVERTISEMENTS
- TV ADVERTISEMENTS
- BILLBOARDS AND STREET ADVERTISEMENTS
- BANNERS
- GOOGLE ADDS
Youtube AD
Instagram AD
SM AD
TV AD
TV AD
Street AD
STREET AD
BANNER
B
A
N
N
E
R
S
A
D
G
O
O
G
L
E
GOOGLE AD
EARNED CHANNELS
Earned channel
- EMAIL CAMPAIGN
- VIRAL PROMOTIONAL VIDEO
Creating Conversation
Use of Influencers
Content Amplification
"Any informal exchange of opinion through the internet"
Objective: Brand Influencers
EWOM
1€ 50€
Artificial Intelligence
4 Spanish influencers
INTERACTION WITH CUSTOMERS
Content marketing evaluation
INSTAGRAM STORIES
FEEDBACK
CREATE A COMMUNITY
One of our main goals
Content marketing improvement
Alternative
Questions
Questions
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