Digital Marketing Plan for a Mobile Application

Abstract

Todoo is an invention of a mobile application that collects events and activities on one platform providing an effortless way for users to search something to do for themselves. The success of the mobile application depends on market needs but also, how it will be market-ed to the target audience. The purpose of this study is to create a functional marketing plan for Todoo by investigating the components of a marketing plan; Marketing Mix, Marketing Strategy, SWOT analysis, STP model, as well as the marketing communication channels in the field of digital marketing; outbound and inbound marketing, social media, SEO and sales promotions. The research questions in this study are: What elements a marketing plan includes and How to create a marketing plan for a new invention? The data is collected through individual interviews with three marketing professionals and through focus group with a sample of 7 respondents which all are in targeted audience of Todoo. The components of a digital marketing plan are mainly studied from consumer behavior point of view. The findings of the study are utilized in a marketing plan conducted for the mobile application.