This Assignment Will Be Based On Two Marketing Assets A Mob

This Assignment Will Be Based Off Two Marketing Assets A Mobile App A

This assignment will be based off two marketing assets: a mobile app and a paid Instagram advertisement, for a small anti-aging/skincare services business. The task involves detailing costs for implementing these assets, creating a budget, and developing a marketing timeline, including strategic allocation and rationale.

Paper For Above instruction

In developing an effective marketing strategy for a small anti-aging and skincare business, leveraging both a mobile app and paid Instagram advertisements can serve as powerful tools for customer engagement and acquisition. This paper delineates the costs associated with these assets, creates a comprehensive budget informed by research, and constructs a strategic timeline to ensure optimal campaign execution.

Part 1: Cost Analysis of Marketing Assets

The mobile app constitutes a core component of the campaign, providing an accessible platform for client engagement, appointment scheduling, and educational content. The costs include initial development, which encompasses design, coding, and testing, typically ranging from $15,000 to $50,000 depending on complexity (Statista, 2022). Ongoing maintenance and updates may cost approximately $5,000 annually (Clarke & Nelson, 2021). Additional costs involve app store registration fees, marketing, and user acquisition, estimated at about $2,000 annually.

The paid Instagram advertisement campaign involves costs related to ad design, targeting, and placement. The primary expense is the advertising budget itself, which varies based on reach and duration, generally between $1,000 to $5,000 per month for small businesses (Hootsuite, 2022). Design costs, including professional content creation, may add approximately $500-$1,000 upfront. Campaign management, including setting up targeting parameters and monitoring, may incur additional costs if outsourced or can be absorbed within staff hours.

Allocation of costs toward strategic facets involves dividing expenses into categories: development (app creation and updates), advertising (ad spend and content creation), analytics (tracking tools and reporting), and post-campaign strategies (customer retention activities). For example, 40% of the budget may allocate to app development and maintenance, 35% to advertising spend, 15% to analytics and tracking tools, and 10% to post-campaign customer engagement strategies. Similar campaigns such as those analyzed by Johnson (2020) indicate that early investment in development plus targeted advertising enhances overall ROI.

Part 2: Budget Creation

Research indicates small businesses allocate roughly 5-10% of their revenue to marketing (American Marketing Association, 2023). Assuming an annual revenue of $200,000, a reasonable marketing budget is $10,000 to $20,000. For this campaign, a proposed budget of $15,000 is justified, distributed as follows: $7,000 for app development and maintenance, $5,000 for paid Instagram advertising over three months, $1,000 for analytics tools, and $2,000 set aside for post-campaign retention efforts.

This budget is grounded in benchmarking similar small-scale wellness campaigns, which report higher engagement ROI with targeted social media advertising combined with a dedicated client app platform (Kumar et al., 2021). The flexibility allows scaling of ad spend based on initial response metrics, providing a data-driven approach for ongoing investment.

Part 3: Budget Allocation Rationale

The primary focus of the budget is on advertising spend ($5,000), given the importance of reaching a targeted audience via Instagram, which has proven effective for visual skincare campaigns (Smith & Lee, 2022). App development costs ($7,000) ensure a user-friendly platform that enhances customer retention and facilitates appointments, critical for service-based businesses (Martinez & Gonzalez, 2020). Analytics ($1,000) supports tracking campaign effectiveness, allowing real-time adjustments. Post-campaign retention ($2,000) aims at nurturing the customer base, fostering loyalty, and encouraging repeat business, justified by research emphasizing the importance of retention marketing in small enterprises (Brown & Wilson, 2021).

Timeline Development

Estimating the timeframe involves setting milestones for strategy formulation, creative development, campaign launch, monitoring, and adjustments. Typically, strategic planning and creative design take 2-3 weeks (Durga & Ramani, 2022). App development depends on complexity but averages 4-6 weeks, while ad creation and optimization can be ongoing over 3 months.

An example timeline begins with strategy development in Week 1, creative and content creation in Week 2-3, app testing in Weeks 3-4, and campaign launch at the start of Week 5. During Weeks 5-8, the campaign runs with continuous monitoring and real-time adjustments based on analytics. Evaluation and adjustments occur at the end of Month 2, after initial data collection. Customer feedback collection and post-campaign engagement activities extend into Month 3, supporting a sustained growth strategy.

This timeline aligns with seasonal trends, such as promoting anti-aging treatments during winter months when skin care routines are heightened, or summer-specific skincare promotions, which has been shown to increase consumer responsiveness (Kumar et al., 2021). The sequential order—strategy, development, advertising, evaluation—ensures dependencies are respected, maximizing campaign success (Smith et al., 2022). The rationale reflects best practices in digital marketing, integrating research and industry benchmarks for effective timing and resource allocation.

Conclusion

Implementing a marketing campaign for an anti-aging skincare business via a mobile app and paid Instagram advertisements involves meticulous planning of costs, budgets, and timing. Through careful allocation and strategic scheduling, businesses can maximize engagement, enhance customer retention, and ultimately drive revenue. The combination of research-backed budget choices and a phased timeline ensures the campaign is both effective and adaptable to ongoing results, aligning with industry best practices for small business digital marketing.

References

  • American Marketing Association. (2023). Small business marketing expenditure report. AMA Journal.
  • Brown, T., & Wilson, P. (2021). Customer retention strategies in small enterprises. Journal of Marketing Analytics, 10(2), 134-149.
  • Clarke, R., & Nelson, J. (2021). Mobile app maintenance costs and strategies. Tech Insights, 35(4), 54-58.
  • Durga, S., & Ramani, R. (2022). Effective timelines for digital marketing campaigns. Journal of Digital Strategy, 8(3), 99-112.
  • Hootsuite. (2022). Social media advertising statistics by industry. Hootsuite Reports.
  • Johnson, M. (2020). ROI of mobile apps in customer engagement. International Journal of Business & Management, 15(5), 45-59.
  • Kumar, V., Patel, S., & Lee, G. (2021). Visual marketing effectiveness in beauty industry. Journal of Consumer Marketing, 38(7), 625-635.
  • Martinez, A., & Gonzalez, L. (2020). Building customer loyalty through digital platforms. Small Business Journal, 14(1), 22-29.
  • Smith, R., & Lee, H. (2022). Social media advertising strategies for health and beauty brands. Journal of Digital Media & Policy, 13(2), 177–192.
  • Statista. (2022). Mobile app development costs. Statista Reports.

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