GBEN5002 Digital Marketing and Social Media in Business: PulseAI Strategy

Section 1: Introduction and App Concept
 

PulseAI is a mobile application which will assist individuals and micro creators to comprehend and enhance their social media results (Pulse AI, 2025). The app will be able to organise complex social media analytics into simple, personalised, and AI-driven derivations that individuals may conveniently use in their content choices daily. The primary platforms, where people find the content, create personal brands, and engage with the audience, are social media platforms in the contemporary digital marketing world, including Instagram and TikTok. An evaluation of the digital marketing environment of PulseAI reveals that the outlook of data-driven decision making is now the core of successful digital marketing, but access to insights to use is still biased. The key issue of the user community is that the current social media analytics tools are mostly oriented toward businesses and professional marketers. Such tools frequently introduce a collection of summarised panels and technical metrics that cannot be easily understood by people and small creators, so they are not helpful to them (Kamath, 2024). Based on the consumer behaviour theory, users will prefer to use tools that lead to the reduction of cognitive load as well as those that offer an obvious, instant value, especially in high-paced digital human interactions (Kumar, 2021).

 

The solutions provided by PulseAI to fill this market gap include a convenient dashboard, AI insight cards, content performance, and small steps on what can be done for everyday users. The promotion of the app exclusively in social media is also critical to the positioning of the product since the target users of the app are those who find tools, learn behaviours and implement insights in social media. This is consistent with the principles of digital marketing, which focus on interaction in real time, personalisation and measurable engagement as being the physical force of digital creation of value (Chaffey and Ellis-Chadwick, 2022).

 

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Section 2: Target Audience

Target audience segmentation

 

PulseAI's target audience is identified based on demographic, psychographic, behavioural, and geographic segmentation to ensure that the digital marketing tool is built and laid out in accordance with the mission and vision of assisting average social media users.

 

Demographic segmentation

• Age group: 18 to 30 years

• Life stage: students, fresh graduates, and young career-related people.

• The type of occupation: personal brand builders, side hustlers, freelance workers, and micro creators.

This generation is digitally confident and constitutes the largest percentage of active social media users in the world, especially on the visual and short video platforms.

 

Psychographic segmentation

• Good desire to develop a personal brand or web presence.

• Much interest in content performance and audience increase.

• Longing to get instant results using low-effort instruments.
   

It has been found that younger digital audiences are concerned about tools that will ease their lives and give them instant feedback, which is the direct reason behind developing PulseAI as an easy-to-use, insight-driven application (Kumar, 2021).

 

Behavioural segmentation

• Instagram and TikTok use in everyday life.

• Loss of reels, short videos and storeys now and then.

• Viral presence with likes, comments and shares.

• Poor knowledge of the analytics dashboard.
   

The behavioural theory presumes that users find tools that fit into existing habits more preferable to those that demand new learning mechanisms, which explains why PulseAI's simple dashboard and AI insight cards are simple (Hollebeek et al., 2022).

 

Geographic segmentation

• Global audience

• High attention to the metropolitan digital cultures where the use of social media turns into a routine.

 

Persona profile

• Name: Aisha

• Age: 22

• Status: student of the university and content creator of lifestyle.

 

Digital habits

• Essentially uses Instagram and TikTok several times a day.

• Views videos and checks the activity of the post.

 

Motivations

• Desires a consistent increase in the number of followers.

• Lacks belief in analytics interpretation.

 

Online journey

• Finds PulseAI in social media referrals.

• Takes knowledge to make changes in timing and style of postings.

 

Takes pride in constant betterment.

Strategic alignment and consumer behaviour theory.

Consumer behaviour theory emphasises that users of digital platforms and tools prefer the one they find easy to use, useful, and that is socially influential (Dwivedi et al., 2021). PulseAI will follow this behaviour by providing simplistic, actionable insights in the same social media setting where a decision is made. This is directly related to strategic decision-making and in making sure that the digital marketing tool can harmonise with the mission of the app to empower the everyday user with the help of data-driven clarity.

 

Figure 1: How the digital revolution has impacted consumer behaviour (Unni, 2020)

 

 

Section 3: Social Media Environment and Competitor Analysis

3.1 Social Media Environment

 

RACE framework to examine the social media environment of PulseAI. To examine the social media environment of the company, the RACE framework provides a good framework for how users use social platforms and how analytics tools are used to make decisions. RACE is an acronym which translates to Reach, Act, Convert and Engage, and assists in tying performance measurement to customer journey marketing performances and analytics information at every step of the journey. The framework promotes data/ analytics use to identify targets, track results, and optimise performance in a cyclical, continuous pattern of improvements, which is vital in the planning of the digital strategy and monitoring performance indicators using dashboards and reporting applications (Chaffey, 2024).

 

• Reach: This phase is dedicated to the influence of how the information on PulseAI and its content will capture the interest of prospective customers on social media like Instagram and TikTok. Recent tendencies demonstrate that short video content and custom-made content promote the growth of the brand presence and its reach to a larger audience the most, which makes actionable analytics become more important to understand what types of content and at what times postings lead to impressions and impressions growth (Haro, 2025).
   

• Act: This phase entails reactions to content, indicating an interest, like likes, comments and shares. The viewers of social media are placing more demand on viewing the content of social media promptly, and the means by which they can be informed on the real-time performance of the tracker to make immediate decisions with regard to posting further content. The need for analytics tools to present raw metrics into non-expert insights is growing because the current analytics dashboards are usually full of numbers, complex ones that cannot be comprehended without expert understanding (Vazquez-Ingelmo et al., 2025). 
   

• Convert: It is a phase where users do things that will guide them to a goal, like registering apps or capturing sign-ups. Conversion analytics should be presented concisely to attribute behaviour with results, which is consistent with the literature that indicates that data visualisation tools make data comprehensible because customers can discern the results of complex data as patterns (Ghonmode and Tulsiramji, 2025).
   

• Engage: This phase is concerned with retention and long-term value. Analytics, which demonstrate the number of times users revisit the app, their focus on insights and enhancement of content performance with time, is an essential measure to maintain engagement.

 

The overall direction of all RACE phases is simple dashboards and actionable analytics that enable the end-users to make decisions without using specialised data analytics knowledge. Evidence suggests the rising need in this area of academic research to convert social media-based data into conditional insights into the preferred customer behaviour and tastes and to enhance choice and strategy decisions (Ghonmode and Tulsiramji, 2025).

 

3.2 Competitor Analysis

 

PulseAI is located in the environment of analytics tools of different complexity, focus, and audience (Godulla et al., 2024). The primary competitors are native analytics software, third-party analytics software and competitor research software, with their strengths and limitations.

 

• The built-in analytics, like for Instagram, Instagram Insights and TikTok Analytics, offer some rudimentary metrics of performance, like reach, impressions, likes and follower growth (Khan, 2025). These tools are discernible by the users at the layers of the platforms themselves, but they do not tend to integrate the cross-platform data or provide comparative benchmarking at a deep level across the networks.
   

• More elaborate and all-inclusive analytics tools like Hootsuite analytics, Sprout Social are third-party analytics tools.
   

• Hootsuite enables competitive analysis, monitoring the expansion of the audience, and posting frequency and comparison of the engagement and other channels (Hootsuite Inc, 2025).
   

• Sprout Social can be extended to calculate the sentiment and demographic analytics and cross-platform performance monitoring, which can be benchmarked and further reported (Ahmed, 2025).
   

• Competitor research software, such as the Rival IQ, is centred around competitive benchmarking, allowing it to be used to implement the head-to-head performance comparison, social listening, and in-depth reporting, which provide a relative performance with competing in the industry (Rival IQ, 2025).

 

As revealed through a comparison of the tools, their strength lies mainly in supporting platforms, in-depth analytics, benchmark competitive analysis, user-friendly nature and cost, as can be seen in the following table:

 

Tool	Platform Support	Audience Analytics Depth	Competitive Benchmarking	Ease of Use	Price
Instagram Insights	Limited to one platform	Basic	None	Easy	Free
TikTok Analytics	Limited to one platform	Basic	None	Easy	Free
Hootsuite Analytics	Multiple platforms	Moderate	Yes	Moderate	Paid
Sprout Social	Multiple platforms	Deep	Yes	Moderate	Paid
Rival IQ	Multiple platforms	Deep	Yes	Moderate	Paid

The comparison indicates that even though the tools provide an all-inclusive analytics platform, they remain largely targeting any marketer, user of the corresponding agency or enterprise that has the time and expertise required to decipher complicated dashboards and reports. The native analytics tools are easier but less comprehensive and do not provide the cross-platform or competitive advantages that the emerging creators can find to make use of. This demonstrates an opportunity that consumer-friendly AI can fill, which balances actionable data and insights as well as cross-platform utility, which PulseAI is poised to deliver by delivering user-specific, AI actionable insights that integrate user behaviour with performance outcomes straightforwardly and engagingly (SALAR, 2025). 

 

3.3 Opportunities and Challenges.

The emerging opportunities of PulseAI are the obvious vulnerability in the market of analytics tools that could be easily available and used by ordinary users without knowledge in the special field, and the increasing need for tools to transform social media performance into practical actions instead of complicated dashboards. An increasing number of recommendations that are assisted by the use of AI are also becoming popular to ensure users optimise content that is consistent with the study of the way analytics is used to learn consumer behaviour (Ghonmode and Tulsiramji, 2025).

 

The challenges are the user concerns on the privacy of data, shared across platforms and the necessity to make PulseAI stand out among the existing tools that already offer a wide range of analytics options. Communication of the value that is created when using PulseAI offers a simplified approach and does not clog the user with information will be important, as well as attentiveness to privacy and how it provides the insights.

 

On the whole, the social media domain justifies the necessity of the PulseAI and informs the strategic decisions on the platform focus, the function of analytics and engagement aspects, which will be created in the following part of the report.

 

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Section 4: SMART Objectives

 

 

Figure 2: SMART Objectives: A Strategic Approach to Achieving Business Success (Ayoub, 2017)

 

The SMART framework provides a clear set of goals to be followed in digital marketing strategy and assessment, as it is specific, measurable, achievable, relevant and time-bound. SMART objectives help in monitoring and measuring the performance, which facilitates continuous optimisation of the campaigns of PulseAI by relying on analytics and data-driven decisions. Smart goals help to make sense of the metrics like engagement, installs and retention to measure the success and change tactics that need to be changed accordingly (Chaffey, 2025).

 

• Objectives 1: The goal is to grow active user engagement every month on PulseAI by 30 per cent three months after the launch by enhancing the personalised insight notifications and content suggestions (Kaperonis, 2025). This goal can be evaluated through monthly active users and engagement rates that are monitored in analytics boards.
   

• Objectives 2: Installed the apps 10,000 times within the first 90 days due to the active actions of the targeted campaign on Instagram Reels and TikTok advertisements. It meets the goal of the digital space, where short-form video leads to discovery and install conversion.
   

• Objectives 3: Within six months, decrease app churn by 15 per cent through the development of weekly retention messages and insight summary feedback. The retention analytics and cohort tracking will be used to measure the amount of churn. These help to achieve these goals with direct connection to analytics functions of PulseAI and contribute to strategic decision-making and performance evaluation.

 

 

Section 5: Social Media Strategy and Launch Plan

 

The discussed section provides a detailed social media plan of PulseAI that perfectly complies with the SMART goals and is organised according to the RACE framework. The RACE framework provides tactical planning, which is based on awareness up to engagement, and facilitates measurable analytics, as well as links all activities to strategic performance evaluation. The model is popular in strategising and overseeing the digital marketing operations using fact-based decision-making.

 

Figure 3: The RACE Planning framework (Chaffey, 2024).

5.1 Strategy Overview (RACE Framework)
 

Reach

The reach step will be concerned with raising awareness of PulseAI among the target population on TikTok and Instagram. Video content in a short form is important due to the fact that it is based on consumer behaviour, in how fast, entertaining and shareable content, bringing better visibility and discovery of the product (Manic, 2024).  Instagram Reel and TikTok creator collaborations will increase the reach, and initial awareness will be established effectively.

 

Act

This stage aims to promote interactions that are interesting, like likes, comments and shares. The interactive content, such as polls and questions, and brief insight teasers, can encourage users to participate in content, therefore, contributing to the value proposition of the app and enhancing the relationship between the performance of content and the user behaviour.

 

Convert

The conversion stage aims at making the app install, and the paid campaigns are secured on the install. The monitoring of the performance of sources and the reporting of the conversion metrics will be performed with the assistance of UTM tracking, which will directly refer to SMART Objective 2 and will allow measuring the efficiency of the paid media.

 

Engage

The engagement level aims at retention and long-term utilisation of PulseAI. Individualised insight cards, weekly performance reports and auto-reminders will help the users revisit and continue using the app with regular frequency. The metrics to be monitored that will be used to assess progress in SMART Objective 3 will be engagement metrics and churn.

 

Figure 4:the SMART insights approach to digital marketing success (Chaffey, 2024).

 

5.2 Platform Justification
 

Instagram and TikTok are chosen due to the findings of the studies about the use of digital media, where users interact more and consume the content faster when it is presented in the form of a short video. Short-video platforms are superior in providing engaging content that consumers can constantly stick around on the platform and assist in discovery due to their algorithm-based content (Manic, 2024).  This is in line with the tastes of the PulseAI target audience and the necessity to show the analytics insights in the places where users are likely to spend most of their time in the social field, boosting the relevancy and performance results.

 

5.3 Tactics

The plan will involve both organic and paid strategies to ensure that there is an equilibrium between community involvement and the resultant acquisition.

 

Organic tactics

• Weekly tutorial Reels on how PulseAI insights help optimise engagement.

• User-question and tips live sessions in the community.

• The user-generated content issues are those associated with PulseAI insight results.

• Such strategies foster trust, reinforce brand value and social sharing, which is in line with the participatory culture of social platforms (Nkegbe and Abor, 2023).

 

Paid tactics

• Direct in-feed advertisements advertising certain functions of the apps and installation behaviour.

• Resettling of users who responded to the site but failed to convert.

• Real user stories in influencer-paid content.
   

To align with data evaluation and optimisation, paid tactics promote awareness and conversion metrics and enable maintenance of install rates and return on ad spend in the long run.

 

5.4 Phased Launch Plan

The launch plan is developed into stages having definite activities, a schedule and a budget distribution, which are directly associated with SMART goals and analytics targets.

 

Table 1: Phased Launch Plan

Phase	Weeks	Key Activities
Pre-Launch	1–2	Teaser content, influencer seeding, and early engagement
Launch	3–6	Paid install ads, creator content, contests
Growth	7–12	Optimisation using analytics, creative testing
Retention	Post-12	Loyalty incentives, weekly insights nudges

Table 2: Budget Allocation

 

Activity	Budget Share
Paid social advertising	60 per cent
Influencer partnerships	30 per cent
Content production	10 per cent

 

 

Figure 5: Diagram OF Budget Allocation
 

The budgeting of paid social campaigns is the highest as these advertising techniques promote the installation and conversion metrics. Through the influence of social proof and the participatory culture, influencer partnerships catapult their trust and early adoption. Both organic and paid channels are supported by content production to ensure quality content is put across to the audience.

 

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Section 6: Analytics and KPIs for Success

 

Employing the social media strategy as a means of measuring the effectiveness of PulseAI, a number of attributes, known as Key Performance Indicators (KPIs), are defined. KPIs are key performance indicators that support the assessment of the current progress in relation to the SMART objectives and are used to inform data-based strategic decision-making (Filani, Olajide and Osho, 2023). KPIs are also useful in tracking user behaviour on social platforms as well as the app, and the pattern of consumer behaviour correlates with the campaign performance and optimisation.

 

The following KPIs are in line with the RACE framework and SMART goals:

 

• Reach:

The impressions and distinctive perceptions of Instagram reels and TikTok content will demonstrate how popular the content of PulseAI will be, which will support the SMART Objective 2 to reach 10,000 installs within 90 days.

 

• Act:

The interaction with the users in the form of the click-through rate (CTR) of social posts and ads will mean that the content is relevant and appealing, and users will convert afterwards.

 

• Convert:

The level of conversion rates in the form of the application of apps measures the ratio of users who view and engage with the content who decide to install PulseAI, which is an essential indicator of the success of a campaign.

 

• Engage:

The indicators of long-term use and engagement with PulseAI are retention rate and weekly active users that support SMART Objective 3 of reducing churn.

 

A mix of analytics tools will be used in tracking these KPIs. Data on reach, impressions and CTR will be derived by using Native platform insights on Instagram and TikTok. The app analytics tools like Firebase, Mixpanel and UXCam that offer on-app session, retention and user journey metrics will be used to track app install and user behaviour.

 

The mechanism of tracking and reporting will be designed every week, in the form of a dashboard that pulls together KPI performance versus targets. On a bi-weekly basis, review meetings will be conducted, looking at the trends and making adjustments, including making changes to the creative content, a shift in the audience target or adjusting the budget towards the high-performing campaigns.

 

This systematic approach to using KPIs enables feasible insights to be used to make optimisations. It has been found that marketers can determine what is working using SMART KPIs and change tactics and enhance the performance of the strategy in social media marketing campaigns (Ghahremani-Nahr and Nozari, 2021).

 

 

Section 7: Conclusion and Strategic Recommendations
 

This report assessed the online marketing landscape of PulseAI through the application of the consumer behaviour theory to inform strategic decision-making and determine the role of the data analytics approaches to understand the performance. The user-oriented market targeted consisted of people between the ages of 18 and 30 who are present on social media and cannot use analytics. The social media environment was analysed through the RACE framework, and noted that there is a high demand for easy and practical findings. The competitor analysis has demonstrated the absence of consumer-friendly analytics tools, yet this knowledge has been utilised when formulating the proposed strategy. SMART goals were established to raise the level of engagement, instil up and churn down. The recommendation was an organic and paid social media strategy backed with explicit KPIs and tracking schemes to allow frequent optimisation due to the user behaviour and performance data (Dwivedi et al., 2021).
 

As a future strategy, it may be appropriate to expand to a platform like LinkedIn and attract professional creators, as well as extend the base of users. Sentiment analytics would be an addition to get a feeling of the user and their response to the insights. In total, the strategy has major digital marketing principles, the analytics promotes the constant improvement, the targeted decisions and the long-term sustainability.
 

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