Here are some helpful recommendations and guidelines for digital marketing strategies, which can promote the potential third booster of the vaccine dose in the UK.
| Determine the effective way of Digital Communication | Everyone knows that the technology for communicating with people through different digital platforms is called digital communication. Therefore, the first step must be to determine the effective way of digital communication as there are several techniques including launching social media initiatives for third-booster dose, sending out newsletters, promoting banner ads, and posting local advertising content etc.
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| Draw the attention of audiences by emailing | The government of the UK can also contact their citizens directly via email in their inbox with all the notifications or information for family and friends. However, based on research, it has been pointed out that people usually spend more than 2 hours a day viewing personal email and 3 hours viewing work email. In addition, as per eMarketer, nearly 63% of netizens prefer to receive shopping emails through brands’ websites including other platforms of social media (statista.com, 2021). Hence, the UK government can utilize this benefit.
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| Compelling the Promotions of social media | The terms social media engagement and digital engagement are often used interchangeably. Consequently, it can be revealed that with textual and visual content, social media makes it easy for UK governments around the world to promote the third revaccination for family, friends, celebrities, and businesses. According to a research report, it was discovered that over 73% of people in the UK use social media, and Instagram, Facebook, Twitter, and YouTube are probably the most used platforms. Therefore, developing an active social community on these platforms through company pages or related groups will be effective (statista.com, 2021).
Hence, the government of the UK can use this social media platform to create a page for a third booster vaccine and bring it to market with ease. Conversely, Facebook will be the most popular social media platform for the operation strategy as it has over 50.53 million unique visitors every month. From the other point of view, it is one of the most difficult digital media to apply (statista.com, 2021). As it was found out that users generally prefer messages from friends and family over media and other businesses. |
| Application of the Media Influencers | Television, radio, and film have long been recognized as forms of interaction with the media because they reach a wide audience and provide a wide range of information. Extensive online media, such as today’s popular social media and videos on YouTube videos can undoubtedly help the government of the UK to promote the third booster dose of the vaccine. Meanwhile, the channels in digital communication platforms have partially replaced television, and several blogs have become an alternative to radio.
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| Building own digital marketing platforms/websites | In addition to the regular delivery of digital content, including through websites and social media, the UK government can invest in initiatives to promote their own digital media platform. At the same time, the UK government may also use influencer marketing to recruit social media influencers with audiences to promote a third booster dose of the vaccine in their own websites or applications.
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Table 1: Recommendations for digital marketing communications strategy
(Source: Created by the learners)
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