Internet Marketing Project Communication, Risk, & Human Resource Procter & Gamble Corporation 1
Internet Marketing Project Communication, Risk, & Human Resource Procter & Gamble Corporation 1
INTERNET MARKETING PROJECT COMMUNICATION, RISKS, AND HUMAN RESOURCE PROCTER & GAMBLE CORPORATION
Shaniya Duncan
South University Online
PMC6601 – Foundations of Project Management SU01
Dr. J. Flores
August 2, 2021
The Communication Plan
A marketing communication plan is fundamental for the success of the Procter & Gamble internet marketing project. The communication plan will inform the target customers of the products and services offered by the company. An effective marketing plan should have the communication method, content, target audience, and cadence. Further, the promoters need to understand the customer decision-making processes.
The Procter & Gamble Company has multiple stakeholders, including investors, communities, customers, suppliers, and employees. The stakeholders play a fundamental role in the internet marketing project as they supply the project’s requirements. However, the key stakeholders in the internet marketing project are customers. The customers offer market to the internet marketing project, thus helping the company generate revenues and profits. Therefore, it is pertinent to develop an internet marketing plan.
The Procter & Gamble Company will leverage various marketing strategies to reach the customers, including content marketing, email marketing, website, and social messaging. Customers’ prevalence will drive the system in receiving information determined by market research (St. Bonaventure University, 2017). More so, the research will identify the fundamental challenges facing the customers. Using the data, the Procter & Gamble Company develop the marketing channels.
The above marketing strategies are fundamental in guiding the success of internet marketing. Therefore, understanding the procedure for implementing each among customers is essential (Meyer, n.d.). First, Content marketing involves the use of blogs, videos, and websites to assist clients to learn about the available products before purchasing decisions. Second, email marketing helps engage existing customers and motivate them to buy again. Third, social media messaging helps create awareness, generate the company’s reputation and encourage feedbacks. Notably, integrating various approaches, including content, email, and social media, could bring expectation outcomes to the company.
After identifying the marketing approach, one needs to have a comprehensive marketing plan for each. More so, the marketing plan should be audience, content, and cadence-oriented. That is, who are the customers for each marketing method. Second, what content resonates with the audience most. Third, how frequently does the customer like to receive the marketing information. Against the above background, Table 1 shows an internet marketing plan for the P&G company.
Table 1. Internet Marketing Plan for P&G company.
Strategy and Consulting (Twice Per Week)
The internet marketing leaders and marketing staff will have regular meetings to review the success of the marketing projects and areas of improvement.
Website (2 Pages Biweekly)
The website is a vital hub for improving sales and marketing activities in the P&G company. The IT team will update the website once in two weeks by creating new content or updating it. The marketing content will include products on offer.
Blogging (Once a Month)
The IT teams will create t blogs to improve the traffics on the website. The P&G will publish a blog on the products every week. This is instrumental in creating awareness of the products.
Email Marketing (Once a Week)
To encourage return customers, the company will keep sending them emails on the available products and offers. The company’s marketing team will send a weekly email to the customer informing them of the available opportunities.
Social Media Messaging (After 30 minutes Daily)
Social marketing helps companies get comprehensive coverage of the market and instant feedback. The marketing team will send social media posts on selected platforms such as Facebook and Instagram promoting various company’s products. This will be instrumental in engaging the customers that could result in increased sales.
Risk Assessment
Internet marketing can subject the P&G company to multiple risks. Despite the potential of internet marketing in improving its performance, it exposes the company to potential threats. More so, some have risks that can lead to the company’s downfall. Since the internet has a lot of information, using such information in project implementation could lead to severe problems or define the business’s success.
Internet marketing risks lead to failure of the marketing plan with time and budget. The potential risks involved in internet marketing include, first, ridicule, where a small mistake can lead to intensive radicle. Even without any error, there is a high chance that the marketing plan will meet some trolls (“IIAS – International internet advertising services Inc,” (2019). This can cause damaging effects to the company. Second, dilution of a marketing campaign. Competitors can implement alternative marketing strategies to dilute the company’s marketing approach. Dilution of the campaign can lead to exploring alternative marketing strategies, thus adjusting the budget and time frames. Third, the audience ignoring the advertisement, there is a considerable probability of the target audience missing the message because there is massive traffic of information on the internet at a particular time. Fourth, failure to identify the target market, there is a high probability of missing the target market, especially when using the internet data to make decisions. Once the project overlooks the target market, it will need extra cost and time to implement.
Additionally, internet marketing is at risk of using available search engine optimization (SEO). Failure to use such advanced search engines leads to outdated information. Further, using the advanced services for the wrong purpose could open more risks to the firm. Sixth, breaching customer privacy, misleading bot traffic can generate consumer information (IRM India Affiliate, 2021). This can be voice by consumers, thus negatively affecting the strategy. Seventh, omic-channel marketing, overreliance on a single marketing channel can cause detrimental risks to the company. Eighth, trademark infringement with digital branding, the company can infringe the trademark of competitors. For instance, the company could unknowingly use a registered trademark.
The company can develop a risk mitigation strategy. The strategy should identify the severity of the risk and potential mitigation mechanism. The risk mitigation strategy is fundamental in preventing and correcting the problems. Further, this could be instrumental in preparing the budget allocation. The P&G risk mitigation plan is shown in Table 2.
Table 2: The P&G internet marketing strategy for risk mitigation
S/no
Risk
Severity
Response
1
Trademark infringement
5
Carry out intensive research to avoid infringing the trademark of any other company.
2
Failure to identify the target market
5
Implement customer analysis and intelligence marketing in decision-making.
3
Breach of customer piracy
4
Avoid bad bot traffic to ensure customer privacy is always protected in line with data protection.
4
Failure to use advanced services
4
Ensure the use of multiple and
5
Use of omic-channel
3
Ensure implantation of multiple marketing approaches in the project
6
Dilution of marketing campaign
3
Develop suitable content for the products. Focus on content marketing to lower the risks of dilution. Also, apply personalized methods such as email to build awareness.
7
Ridicule
2
Carry out regular updates on the website and use blogs to build a reputation.
8
Audience ignoring message
1
Carry out research and understand the audience preferred marketing channel.
The risk severity indicates index 1) Negligible, 2, minor, 3) moderate, 4) major and 5) catastrophic
The Organization & Human Resources Plan
Project organizational plan is essential in facilitating effective implementation of internet marketing activities (Brlečić Valčić et al., 2016). The organization structure aims to create a conducive environment for project implementation with minimal duplications, interference, and conflict among the project team. Therefore, an organization’s structure plays a central role in the performance of the project. The organizational structure of P&G internet marketing is shown in Figure 1.
Figure 1. The P&G organization structure for the internet marketing project
Description of the project team members, qualification, capability, responsibility, and time needed is essential in implementing the internet marketing project. In the following section, the study highlights the categories of team members and their commitment.
The CEO
The CEO is the business owner and instrumental team member in the marketing project. The CEO will be responsible for providing technical, financial, human resources, and requisite approvals. The CEO will be needed in all the project implementation processes.
Internet Marketing Director
The director will be involved throughout the project implementation process.
Functions and responsibilities
Determine the marketing plan’s strategic goals and objectives.
Monitor the progress of the marketing plan
Appoint managers and supervise
Report to the company CEO
Qualification
Master degree in marketing
At least 10-year experience in the marketing field in which five he has held a senior management position
Ability to work within the timelines with minimum supervision
Motivated and goal-oriented
Internet Marketing Manager
The manager will be involved in the internet project implementation process.
Functions & Responsibilities
To plan the implementation of internet marketing project
Organize the performance of the marketing strategy
Lead in the implementation process
Control all the activities involved in the implementation
Report to the director
Hold constant meetings with the junior staff.
Report progress to the Director weekly
Supervise junior staff.
Qualifications & Capacities
Bachelor degree in marketing
At least five years’ experience in internet marketing
Good organizational skills
Effective communication skills
Team player
Consultant
The consultant will be involved during the design and evaluation of the internet marketing project
Responsibilities & Functions
Conduct market analysis of the internet marketing project
Identify potential customers and expected returns
Develop the marketing process
Write a report
Present and train the staff
Evaluate the success of the internet marketing project.
Qualification & Capabilities
At least 5-year experience in marketing research
Write a sample methodology showing the expression of interest in the marketing project
Submit previous assignments in the internet marketing niche.
Ability to deliver within the stipulated time
Team player
The Technical Team
The technical team will include Information technology experts, content developers, social messaging experts, and email marketing experts. The technical team will be involved in the implementation phase of the project.
Responsibilities & Functions
Ensure effective implementation of the internet marketing project.
Work in a team to provide synergies in their area of specialization for ensuring effective project implementation
Ensure the marketing approaches are practical and meet the required specification
Supervise and train agents and freelances
Report to the internet marketing manager
Qualification & Capabilities
Holds a diploma in relevant fields such as computer science, marketing, and information technology
Should be dedicated to learn new approaches in marketing
Team player
Computer literate
Keen to instructions and details
Marketing Agents & Freelancers
They will be involved in carrying out the actual implementation process for the consumers.
Responsibilities and functions
Attend internet marketing training organized by the company
Implement the actual marketing process using content developed by the experts.
Handle customer feedback
Qualification & Capabilities
A diploma in marketing
Computer literate
Team player
Ability to politely address customers.
Work and pressure and meet the target.
Table 3 Responsibility assignment matrix for the P&G marketing plan
S/no
Activity
The
CEO
Internet Marketing Director
Internet marketing
Manager
SEO specialists
Content developers
Email marketing experts
Social media specialists
Consultant (s)
Marketing agents
Freelancers
1
Market analysis
C
A
I
R
2
Internet marketing development
C
A
I
R
3
Launch of the project
C
A
R
I
I
I
I
I
I
I
4
Training of staff
C
A
I
R
5
SEO development
C
A
R
I
6
Content development
I
C
A
R
I
I
7
Message development
I
C
A
R
I
I
I
8
Actual advertisement
C
A
I
I
I
I
I
R
R
9
Internet marketing project evaluation
C
A
I
R
The letters in the table indicate R responsible, A accountable, C consulted, and I informed.
Summary of the Project Thus Far
I have learned essential information in the project. The key lessons learned include identifying appreciate projects that solve the problem and developing a project plan. The project plan development involves statement problem, goals and objectives, stakeholder and project requirement, and project scope statement. Further, the need to develop project marketing communication, risk assessment, and human resource and organizational structure. Most important is employing the correct marketing strategy for the target population. However, I have some challenges in accurate data collection and identifying expected profits. To solve the problem, I can employ a consultant. The information learned so far is instrumental in the strategic management of internet marketing to actualize set objectives.
References
Brlečić Valčić, S., Dimitrić, M., & Dalsaso, M. (2016). Effective project management tools for modern organizational structures. Pomorski zbornik, 51(1), 131-145.
IIAS – International internet advertising services Inc. (2019). Internet marketing risks and Riches for businesses – A digital marketing agency | IIAS – International internet advertising services Inc. https://iias.ca/internet-marketing-risks-riches-businesses/
IRM India Affiliate. (2021). Top 7 risks associated with digital marketing. https://www.theirmindia.org/blog/top-7-risks-associated-with-digital-marketing/
Meyer, E. F. (n.d.). 4 steps to developing an integrated marketing communications strategy. HubSpot Diamond Partner | Your Partner for HubSpot & Inbound Marketing. https://www.prismglobalmarketing.com/blog/4-steps-to-developing-an-integrated-marketing-communications-strategy
St. Bonaventure University. (2017). Integrated marketing communications plan | SBU online blog. (Online Master’s Degree Programs Online. https://online.sbu.edu/news/2017/02/23/what-integrated-marketing-communications-plan
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