MKT 265 Milestone 
Overview
The digital marketing landscape is constantly changing, and companies must be nimble and able to develop, evaluate, and change their digital marketing strategies in a short amount of time. Traditional marketing allowed marketers to create brand messaging and control how it was shared with an audience. But now more than ever, control over what is said about a brand or product has been put into the hands of consumers. The internet, social media, and mobile platforms have given rise to the voice of customers, and marketers have had to adapt.
Prompt
For this assignment, use your analysis of the brand’s current digital media presence to develop the framework for a new digital campaign. For your new campaign, describe relevant research methods, create a messaging strategy, describe the overall campaign, and relate the ethical and legal concerns that must be addressed.
Specifically, the following critical elements from Final Project I must be addressed:
Creating Digital Marketing Campaigns: Using your analysis of the brand’s current digital media presence, develop the framework for a new digital campaign.
Describe the types of research that could inform a social media, online, and mobile campaign.
Create a messaging strategy for the overall campaign, including examples to demonstrate content and tone.

Referring to the digital platforms you determined to be most effective for the brand to use, describe the overall media campaign, including campaign goals.

Describe ethical and legal concerns that will need to be addressed.
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3-2 Final Project Milestone Two: Social Media Platforms and Evaluating Digital Marketing
Campaigns
Cherelle Pratt
MKT 265- Social Media & Marketing Com
March 21, 2024
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Section 1: Social Media Platforms
1.1 Alignment with Target Market
The company’s marketing edge is robust, with digital marketing being a significant part of
the company’s strategy. It involves different mechanisms meant to construct its name and reach
consumers in the market (Akcam, 2022). Among the elements that underlie its digital marketing
is using social media platforms that enable it to communicate with its potential clients directly.
These include Facebook, TikTok, Instagram, Twitter, LinkedIn, and YouTube. Starbucks has
established a presence that allows it to reach people across all age groups between 22 and 60.
The firm adjusts content on these platforms to suit the likings and actions of their target
customers. Thus, there is a stronger bond between the company and its customers because both
are engaged in brand-building.
1.2 Platform Usage
The company uses a platform-specific strategy for social media, tailoring its material to each
network to reach its target demographic and make the most of its features. The brand exhibits
aesthetically pleasing and lifestyle-oriented content by showcasing its items in creative contexts
and utilizing user-generated content on Instagram (Thi, 2022). The business is very responsive to
consumer questions and comments on Twitter, which they use as a customer care channel. For
community development and advertising seasonal products, Starbucks also makes use of
Facebook. TikTok and YouTube are utilized for creative storytelling and engaging video content.
1.3 Content Modification Across Platforms
The company adjusts its posts to suit different social media platforms’ capabilities and
audience preferences. Their Instagram postings mainly focus on visually appealing product
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photographs and brief, captivating videos, whereas their Twitter posts are concise and frequently
showcase clever reactions to client interactions. Facebook postings could include more specific
details on events and promotions, whereas LinkedIn updates highlight the business’s
accomplishments in the workplace and industry insights. Starbucks’ Videos on TikTok and
YouTube are designed to appeal to the shorter attention spans of users and the platform’s popular
forms, which include challenges and narrative (Wahid et al., 2022). Therefore, the company
maximizes engagement with its target demographic while maintaining a consistent brand
message by customizing its content for each channel.
Section 2: Evaluating Digital Marketing Campaigns
2.1 Strengths
2.1.1 Effective Platforms
The digital platforms that Starbucks chooses are aligned with the brand, messaging
strategy, and other marketing activities. In particular, Facebook and Instagram are valuable tools
for showcasing lifestyle-oriented content and engaging with its target market. Notably, these
outlets enable the company to create visually appealing images of its products while promoting
seasonally available items that have served it well in terms of customer engagement and loyalty.
Furthermore, Twitter is the perfect platform for providing excellent customer service as it allows
the company to answer customers’ queries promptly, thereby establishing a trusting relationship
with its customers today. The success of the platform use by the company is evidenced by its
massive following amassing to 10.8 million followers and over 300k views on every post.
2.1.2 Successes in Digital Media
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The company creates engaging and shareable content on its digital media platforms. The
brand encourages customers to post images of themselves with Starbucks products, thereby
building a community and engendering brand acceptance (Thi, 2022). Indeed, the company uses
influencer partnerships effectively, resulting in more followership and new markets. In addition,
the company has been successful with video campaigns such as the “Upstanders” series. The
campaigns show Starbucks’ ability to create meaningful and exciting content that aligns with its
core values and appeals to target market audiences.
2.2 Weaknesses
2.2.1 Areas for Improvement
Although Starbucks maintains a robust presence on social networking sites, it must
improve its use of TikTok. As an emerging platform that quickly attracts the interest of younger
people, TikTok allows Starbucks to create more involving and shorter videos that could exhibit
its products and brand personality more fun and creatively (Wahid et al., 2022). Currently, the
company uses the platform to share real non-scripted customer experiences. While the strategy
has been successful in some degree, its potential is yet to be reached. For example, Starbucks
TikTok’s account currently has 2.1 million followers. However, this massive following does not
reflect viewership whereby the top viewed videos range from 20,000- 500,000 views. The
average viewership per video ranges from 25,000-40,000. The company should therefore
strategize on how to increase their viewership to match their large followership.
2.2.2 Digital Activity Enhancements
Focusing on actively creating more interactive content, such as online surveys, tests, and
live Q&A sessions, would boost Starbucks’ digital activity. Such activities enable audience
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participation and contribute towards establishing a stronger brand-customer relationship (Xu,
2023). Moreover, the company can use personalization to tailor promotions and content for its
mobile app users and clients participating in their loyalty programs. The company could improve
customer satisfaction through an interactive, personalized digital experience that will increase
engagement with social media channels.
2.2.3 Research-Driven Improvements
Starbucks can more effectively focus its digital activity by researching its target
audience’s preferences, behaviors, and content consumption habits on different social media
platforms. The firm could identify, on each platform, what types of content and formats receive
higher resonance among audiences by using metrics such as engagement rates, reach, and
sentiment analysis (Xu, 2023). This research-driven approach would allow Starbucks to perfect
its content strategy so that its digital marketing becomes specifically adaptive to suit its market
segment needs and interests. Moreover, the company will have a basis for changing the plan to
align with emerging trends in social media or updates on specific platforms and thus remain an
innovative thought leader in digital marketing (Xu, 2023). Research on areas such as engagement
rate, reach, and sentiment towards Starbucks’ business packages on social media sites can
highlight most resonating content forms with their respective followers.
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References
Akcam, B. K. (2022). The impact of technology on the Starbucks experience. Journal of
Information Technology Teaching Cases, 13(1), 1–7.
https://doi.org/10.1177/20438869221099305
Thi, H. N. (2022). Overview of social media marketing and Starbucks’ social media marketing
strategy. Proceedings of the International Conference on Research in Management
& Technovation. https://doi.org/10.15439/2021km9
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2022). Becoming tiktok famous:
Strategies for global brands to engage consumers in an emerging market. Journal of
International Marketing, 31(1), 106–123. https://doi.org/10.1177/1069031×221129554
Xu, K. (2023). Starbucks’ Social Media Strategy: Success, Engagement, and Future
Recommendations. Proceedings of the 2023 International Conference on Finance, Trade
and Business Management (FTBM 2023), 2(1), 118–125. https://doi.org/10.2991/978-946463-298-9_12
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2-2 Final Project Milestone One: The Brand’s Use of Digital Marketing
Cherelle Pratt
MKT 265- Social Media & Marketing Com
March 14, 2024
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2-2 Final Project Milestone One: The Brand’s Use of Digital Marketing
The Brand’s Use of Digital Marketing
Starbucks possesses a strategic marketing advantage, having digital marketing as one of
its pillars of marketing, which includes a wide range of tactics used to develop its brand and
enhance market engagement with consumers. Their key strategies are as follows:
Mobile App and Loyalty Program
What makes Starbucks’ digital strategy truly remarkable is its mobile app and
unparalleled loyalty program. It offers customers the convenience of online ordering and
payments and accumulating rewards. The amalgamation makes the interface user-friendly and
grants marketers important feeds for personalized marketing goals (Xu, 2023). This direction
exactly mirrors Starbucks’ total pledge to provide unique and unique coffee experiences
customized for each customer.
Social Media Mastery
Starbucks eloquently delivers the essence of social media engagement through Twitter
and Instagram. Regarding product demonstration, they promote their products through
interactive campaigns and user-generated content for communal causes (Xu, 2023). The synergy
between their mission statement, customer focus, and social media positions can be felt in every
post they share, making their digital strategy stand out and appealing.
Content Marketing
Through content marketing, Starbucks’ digital strategy gains major momentum. Their
blog and Stories section highlighted their impact on the community, coffee sourcing, and the
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environment (Xu, 2023). For example, Starbucks calls on influencers who complement the
brand’s values and have many followers. This partnership extends their market, utilizes
influencers’ prestige, and reinforces their brand traits.
Relationship Between Digital Media Strategy and Overall Marketing Campaign
Starbucks’ digital media strategy seamlessly integrates with its broader marketing
endeavors across diverse channels:
Print, Television, and Online
Starbucks keeps consistency at the heart of its digital marketing strategy by integrating it
with offline channels to create a holistic marketing approach. Whatever advertisement mode – a
TV commercial, a print ad, or an online campaign – the brand’s message remains consistent. As
an illustration, the subjects covered in TV advertisements and social media posts usually
coincide with the brand’s theme, aligning with its identity (Haskova, 2015).
Personalization
The coffee chain Starbucks’ digital media action is also in line with its leading principle
to offer customized experiences to its customers (Dwivedi et al., 2021). The mobile app, with
features like on-demand customization and rewards, personifies the brand as one that appreciates
the uniqueness of different tastes.
Alignment with Starbucks’ Overall Brand
The digital marketing implementation of Starbucks is unambiguous and in agreement
with its general brand strategy. Their ability to stay innovative, engage with their customers, and
provide a better coffee experience in their digital adventures stands out. Through technology
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appropriation and customer engagement throughout the digital channels, Starbucks aims to bring
out and honor the human spirit of an individual, a cup, and a community constituency at a time
(Akcam, 2022).
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References
Akcam, B. K. (2022). The impact of technology on the Starbucks experience. Journal of
Information Technology Teaching Cases, 13(1), 1–7.
https://doi.org/10.1177/20438869221099305
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., & Carlson, J. (2021). Setting the Future of
Digital and Social Media Marketing Research: Perspectives and Research Propositions.
International Journal of Information Management, 59(1), 1–37. ScienceDirect.
https://doi.org/10.1016/j.ijinfomgt.2020.102168
Haskova, K. (2015). Starbucks marketing analysis. CRIS – Bulletin of the Centre for Research
and Interdisciplinary Study, 2015(1), 11–29. Sciendo. https://doi.org/10.1515/cris-20150002
Xu, K. (2023). Starbucks’ Social Media Strategy: Success, Engagement, and Future
Recommendations. Proceedings of the 2023 International Conference on Finance, Trade
and Business Management (FTBM 2023), 2(1), 118–125. https://doi.org/10.2991/978-946463-298-9_12