Topic: -
Design a New product development marketing campaign
Pre-University Foundation Program
Level 5, Term 1
Subject: Global Business Management
Submitted By
Name: Hoorayn Shahzad
Submitted To
Name: Sir Salahuddin Ahmed
Modernage Public School & College
Pakistan
Date:11/3/2025
Table of content:
1. Traditional vs Digital Media: .......................................................................................... 3
1.1 Define Digital Marketing: ............................................................................................ 3
Example: ............................................................................................................................... 3
1.2 Comparison b/w Traditional and Digital marketing:................................................ 4
Real life Example: ................................................................................................................ 4
2. Digital Channels: .............................................................................................................. 4
2.1 Social Media Marketing(SMM): .............................................................................. 4
2.2 Search Engine Optimization (SEO): ....................................................................... 5
2.3 Email-Marketing: ...................................................................................................... 5
[Link] Plan for Digital Marketing: ............................................................................... 5
3.1 Product Details: .............................................................................................................. 5
3.2 Target Audience: ............................................................................................................ 5
3.3 SMART Objectives: ....................................................................................................... 5
3.4 digital Channels used: .................................................................................................... 6
4. Schedule Social Media Content: ...................................................................................... 6
4.1 Platform: .................................................................................................................... 6
4.2 Theme: ........................................................................................................................... 6
Days ....................................................................................................................................... 6
Type of post ........................................................................................................................... 6
Captions................................................................................................................................. 6
Hashtags ................................................................................................................................ 6
Timings .................................................................................................................................. 6
Reel on showing products .................................................................................................... 6
5. SEO and Keywords: ......................................................................................................... 6
5.1 Primary Keywords: ................................................................................................... 6
1. Pashmina shawls ........................................................................................................... 6
2. Luxury Shawls for females ........................................................................................... 6
3. Online shawl stores ....................................................................................................... 6
5.2 Secondary Keywords: ............................................................................................... 6
References ................................................................................................................................. 7
1. Traditional vs Digital Media:
1.1 Define Digital Marketing:
Digital Marketing, uses different online platforms including websites, apps,
social media, and search engines, to create brand awareness, promote
products, and engage customers, Digital Marketing enhanced after the growth
of internet in 1990s. Now days Digital marketing is so much advance
and evolved. (Investopedia)
Example:
Some online display ads referring to digital marketing
1.2 Comparison b/w Traditional and Digital marketing:
Factors Traditional Media Digital Media
Reach Broad in term and Global Reach, highly
uncontrollable, includes targeted, Demographic and
Radio, billboards, radio etc. interest based.
Targeting Due to mass exposure the Limited and selected
target is limited audience like age, location,
etc.
Cost Most of the time it is high It is really flexible and cost
due to billboards and TV effective
ads
Interactivity This has one-way Two way engagement
communication.
Measurement Difficult to track and also ROI tracking involve
slow in process
(Informa)
Real life Example:
A clothing brand Maria B launches their new summer collection.
Traditional Marketing: They places billboard on main roads. Whoever passes by
sees it. But the brand cannot track their interactivity.
Digital Marketing: They run their online ads on social media apps targeting specific
age group and track interactivity. (Informa)
2. Digital Channels:
2.1 Social Media Marketing(SMM):
Purpose: SMM creates brands awareness, enhance customer’s engagement,
and generates traffic.
Strategic role: Social media marketing creates a strong brand presence and
encourages real-time audience interactions.
Example: A new coffee shop enters the market and creates visually strong
online short ads to attract Gen-Z. (PR) (PR)
2.2 Search Engine Optimization (SEO):
Purpose: SEO improves ranking of website on the search engines like goggle.
Role: SEO has free and organic visibility and it increases and build long-term
traffic. (PR)
Example: A shoe store optimizes its website by smart keywords like trendy
sneakers, footwear etc.
2.3 Email-Marketing:
Purpose: To maintain customer relationship email marketing is best.
Role: email marketing focuses on personalized updates and reminders.
Examples: Netflix email there users about their latest subscription update.
(PR)
[Link] Plan for Digital Marketing:
3.1 Product Details:
Name: Pashmina Shawls from luxury Shawls collection
Brand name: Rekhta from Gilgit.
Unique Aspect: There shawls are made up of some unique stuff. ([Link])
3.2 Target Audience:
Gender: Females
Age: 15-55
Location: Gilgit-Baltistan
Psychographics: Fashion, Trendy, Mostly Gen-Z preference ([Link])
3.3 SMART Objectives:
“Increase sales of Rekhta pashmina shawl by 20% within six months via digital campaigns
through Instagram, Facebook and google search”
3.4 digital Channels used:
Instagram and Facebook: for high quality visual ads, strong customer reach, high
engagement.
Google Search: Ensures brand presence on top.
Influencer Marketing: Increases brand credibility and reaches preferred, audience.
4. Schedule Social Media Content:
4.1 Platform:
Instagram is used here.
4.2 Theme: “Trendy Yet elegant” by Rekhta
Days Type of post Captions Hashtags Timings
Day-1 Reel on showing “When the #Elegant 5;00 PM
products aesthetics meets # shawls
elegance” #Rekhta
Day-2 Stock of “ Pick a shade #vibe #Rekhta 6:00PM
different colors and match it #winter shawls
with your vibe”
Day-3 Give the shawl “ Styled by #inspire 7:00PM
to any best, style in #influencer
influencer best”
5. SEO and Keywords:
5.1 Primary Keywords:
1. Pashmina shawls
2. Luxury Shawls for females
3. Online shawl stores
5.2 Secondary Keywords:
4. Soft winter shawls
5. Northern winter wear
6. Premium and luxury shawls ([Link])
References
Informa, T. t. (n.d.).
Investopedia. (n.d.).
PR, T. (n.d.).
(n.d.). [Link].