Student Number: 1502622
BML_208
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Contents 1. Introduction.....................................................................................................................................3 2. Situational Analysis.........................................................................................................................3 2.1
Cat and Rabbit Rescue Centre overview..........................................................................3
2.2
PEST Analysis.......................................................................................................................4
2.3
E-Marketplace SWOT Analysis...........................................................................................4
2.4
Customer Insight.................................................................................................................4
2.5
Competitive analysis............................................................................................................6
2.6
Summary of microenvironment.........................................................................................6
3. Digital Marketing Objectives..........................................................................................................7 3.1 Race Model................................................................................................................................7 3.2 Objectives..................................................................................................................................7 4. Component 1 – SEO.......................................................................................................................8 4.1 Component 1 Strategy.............................................................................................................8 4.2 Component 1 Tactics...............................................................................................................8 4.2.1 Content – Metatag............................................................................................................9 4.2.2 Content – Keyword Density.............................................................................................9 4.2.3 Architecture - Mobile.........................................................................................................9 4.2.4 Organic Links.....................................................................................................................9 4.2.5 Social – Shares................................................................................................................10 4.3 Component 1 measurements................................................................................................10 4.3.1 Current issues impacting on the success of the digital campaign............................10 5. Component 2 – Vlog.....................................................................................................................11 5.1 Component 2 Strategy...........................................................................................................11 5.2 Component 2 Tactics.............................................................................................................12 5.3 Component 2 Measurements................................................................................................13 5.3.1 Current issues impacting on the success of the digital campaign............................13
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1502622 Appendices.........................................................................................................................................14 Appendix 1 – PEST Analysis.........................................................................................................14 Appendix 2 – Activities participated in during four weeks, by gender and age....................15 Appendix 3 – RACE model applied to the Cat and Rabbit Rescue Centre.............................15 Appendix 4 – The Cat and Rabbit Rescue Centre ranking on Bing........................................16 Appendix 5 – The periodic table of SEO success factors.........................................................17 Appendix 6 – The periodic table of SEO success factors applied to the Cat and Rabbit Rescue Centre website.................................................................................................................18 Appendix 7 – Handout for adopters............................................................................................19 References.........................................................................................................................................20
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1. Introduction The term ‘digital media’ covers the promotion of products or brands via all paid, owned, shared and earned electronic media (Business Dictionary, 2017: Simply Measured, 2014). Digital media is not just for big corporations, it is an essential part of marketing within all business sectors, including charities. 66% of charity sector professionals believe that digital marketing is essential to their charities yet only 21% believe that their organisation is fully involved with it (Lasa, 2012). Technology is becoming ever more integrated into everyday lives and is continuously changing the way patrons find and support charities (Kim, 2016). The benefits of implementing a digital media marketing campaign can be plentiful and immediate. Unlike traditional advertising channels such as print or radio, digital channels allow organisations to produce and enact campaigns instantly using real-time marketing, which is favourable in a sector that often calls for urgent appeals (Jasper, 2015). This report proposes a digital marketing plan for the charity ‘Cat and Rabbit Rescue Centre’ based in West Sussex. It is structured on the ‘SOSTAC’ model taken from Chaffey and Smith (2008) as seen in figure 1. The actions segment however is not implemented.
Figure 1: SOSTAC Model (PMI digitali, 2017: Chaffey and Smith, 2008)
2. Situational Analysis 2.1
Cat and Rabbit Rescue Centre overview
The Cat and Rabbit Rescue Centre is a B2C registered charity based in Sidlesham, West Sussex. The organisation rescues and rehomes over 1000 cats, rabbits and guinea pigs every year (CRRC, 2017).
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PEST Analysis
Pest analysis is a useful tool to scan the macro-environment surrounding an organisation (CIMA, 2007). Appendix 1 identifies external factors that may influence the Cat and Rabbit Rescue Centre. As is shown, Brexit affects both the political and economic macroenvironment but only time will reveal to what scale. The proposed campaigns should aim to make a lot of noise to reduce the risk of funding cuts. They also should respect the organisations ethical values to withhold a high level of trust with stakeholders or potential stakeholders. 2.3
E-Marketplace SWOT Analysis
A SWOT analysis takes influence from the findings of the PEST analysis and highlights how an organisation can best adapt its strengths and weaknesses to respond (CIMA, 2007). Figure 2 is a SWOT analysis on the E-Marketplace of the Cat and Rabbit Rescue Centre. Strengths Strong email customer base. Updated Facebook page. Instagram page. Newly improved website, mobile assessable. Links to other organisations.
Opportunities New technology to improve how customers are served and improve analytics and maintenance of data (Schwab, 2016). Increase in online testimonials of successful rehoming’s (Boast, 2016). Increase online personality of organisation by developing brand archetype (Brand Matters, 2016). Blog and other social media sites (SMK, 2015). Hashtag trends (SMK, 2015). Segmented customer emails (Hexton, 2016). Increase on SEO ranking (Tober et al, 2014).
Weaknesses Any awards not mentioned. Instagram not updated regularly. Social media and website not intermixed. Animals available not updated on website. Threats Potential legal changes after Brexit (Lloyds Bank Foundation, 2017). Purchasing of animals on online sites such as gumtree (D for Dog, 2014).
Figure 2- E-Marketplace SWOT Analysis
2.4
Customer Insight
Without customer insight, organisations are unable to engage with potential or repeating clients or stakeholders (Klepic, 2014). The Cat and Rabbit Rescue Centre have various
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Figure 3 – Maslow’s hierarchy of needs (Maslow cited in McLeod, 2016)
1502622 customers who support different purposes. The main one is those who adopt an animal. On Maslow’s (cited in McLeod, 2016) hierarchy of needs their motivation falls into the need for love and belongingness as shown in figure 3. Fundraisers however fall in the category of selfactualisation. By giving, humans can find a purpose and find a connection to a community (Stannard-Stockton, 2008). Any campaigns launched need to focus on a customer type to be successful. To gain further customer insight demographics need to be explored. Millennials are now the largest pet owning generation with 35.2% of the US’ millennials owning at least one (PhillipsDonaldson, 2015). However, in a census of over 10,000 pet owners across the UK 38% of the over 65’s got their pet from a charity, an increase from the average one in three respondents overall (Petplan, 2011). Contrary to both previous findings, 30-49 year olds were the most likely to own a cat in a questionnaire of over 3000 in America (Pew Research Centre, 2006). These conflicting results show that a campaign targeting potential owners could appeal to all ages of pet lovers. Women are more likely to own a cat than men with 24% of women owning a cat over 21% of men (Pew Research Centre, 2006) and a paper overviewing a variety of international reports states: “the trend through four nations is that women outnumber men as pet owners” (Jones, 2013). Therefore it is clear that women are the target audience for an ownership campaign. Appendix 2 highlights the charitable activities of 5,068 individuals across four weeks in 2014. The results show that the highest age bracket to be involved with charitable giving or activities are those aged between 45-64 with 63% engaging within the four weeks. 63% of women had also conducted a charitable activity across the previous four weeks compared with only 52% of men. The report goes on to show that women are 5% more likely to donate money to an animal charity than men and those in the socio-economic group AB are also more likely to invest in a charity for animals than other socio-economic groups (Charities Aid Foundation, 2015). A fundraising campaign should therefore target professional women between the ages of 45-64.
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1502622 2.5
Competitive analysis
Within the charity sector it is not healthy to focus on competing and is proven to be more beneficial to collaborate with other charities (Swain, 2014). Nonetheless for any organisation to survive it needs to keep a high profile. Searching for “Animal Charity Chichester” across various search engines shows the Cat and Rabbit Rescue Centre ranked in a mixture of good and bad positions. To combat the lower rankings the Cat and Rabbit Rescue Centre could take measures to improve their ranking factors (Tober et al, 2014). 2.6
Summary of microenvironment
To examine the microenvironment of the Cat and Rabbit Rescue Centre, Chaffey and Smith’s (2008) 5Ss of digital marketing model can be applied. Sell - Although it is a charity the centre requires an adoption fee of £10 for Guinea Pigs, £35 for rabbits and £60 per cat. This fee covers a very small percentage of the overall operation to prepare each animal for adoption and this cannot be paid for online. The centre also has three charity shops across West Sussex where they sell donated goods. Donations can be made online through the website in various ways as seen in figure 4.
Figure 4 – Donation options (CRRC, 2017) Speak - The website, Facebook, Instagram and email are currently the only digital channels used to connect to stakeholders. Adopters post successful stories and images of their rehomed animals on the Facebook page and others are printed in the monthly newsletter which is emailed to associates and available to view on the website. Nevertheless, there is no testimonial page on the website. Serve - As shown in figure 5, the home page of the website relays clear information on what potential adopters can do to start the process. There are different options to contact the centre and the offer of a personal appointment to view the animals.
6 Figure 5 – CRRC Figure Website 4 – CRRC (CRRC, Website 2017)
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Save - Costs are saved by having an in house veterinary centre. Many staff are volunteers including handlers of the animals and home visitors and these positions are advertised on the website. Sizzle – Facebook posts share images and videos of available animals and events such as the Summer Fair are listed on the website under ‘Events’.
3. Digital Marketing Objectives 3.1 Race Model From analysis of the Cat and Rabbit Rescue Centre’s environment, it is clear that increasing animal adopters and those who donate are the two priorities of the campaigns objectives. To aid planning a digital marketing campaign, Chaffey’s (2016) RACE model can be applied. Appendix 3 is an adaption of this model and the individual tools that could be implemented to improve each RACE aspect. ‘Reach’ and ‘Engage’ are the two activities that could be best ameliorated on. 3.2 Objectives These objectives have been formed to be attainable and to be part of a process. Objective 1 – To reach new adopters in the catchment area and increase monthly unique visitor numbers by 15% and rehoming’s by 10% within 12 months. Objective 2 – To engage with stakeholders and increase audience shares by an average of 20% and donations by 10% within 12 months.
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4. Component 1 – SEO 4.1 Component 1 Strategy The first component of the campaign is directed at the first objective. Appendix three highlights tools that can be used to reach new customers and to increase SEO ranking is a tool that stands out (Tober et al, 2014). 91.5% of all web traffic stays on the first page of search results (Hogdon, 2015) showing how important a top webpage ranking is to any company. From customer insight research the target market for this section of the campaign is aimed towards women of all ages. In a google search of ‘animal charity Chichester’ the Cat and Rabbit Rescue Centre’s website is the second organic result which is a valuable position. However, other search engines produce different rankings. In a ‘dogpile’ search for ‘animal charity Chichester’ the website is the 8th Organic result. Using the search engine ‘DuckDuckGo’ shows the websites ranking as halfway down the second page. The main issue occurs when the same search is conducted on Bing or Yahoo. When searching on Bing the website features at number 9 ranking at the start of the second page (as seen in appendix 4), on Yahoo the website cannot be found for the first 20 pages. Bing also lists the centre as being based in Rowlands Castle which can also be seen in appendix 4. Google may be the search engine giant but other search engines still retain around 11.9% of the market (The E Word, 2015) as seen in figure 6. This is too big of a percentage to ignore especially as there is evidence that Bing’s share of the market is increasing faster than googles (Search Engine Journal, 2016).
Figure 6 – Search engine market share in the UK in November 2015 (Desktop)
4.2
(The E Word, 2015)
Component 1 Tactics To assist with identifying the elements of SEO that can increase the ranking of the website the periodic table of SEO success factors (appendix 5) has been administered. Through the use of online analytics such as ‘Nibbler’, ‘Neil Patel’ and visual assessment, the elements that devise the periodic table of SEO success factors have been applied to the Cat and Rabbit Rescue Centre’s website as seen in appendix 6.
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1502622 4.2.1 Content – Metatag The importance of metatags has decreased but it is still essential to write a good description for a website to have high rankings on search engines results pages (King, 2008). The website currently has a good description but the word ‘Chichester’ is not included which would improve the ranking when people in the local area search for animal charities. 4.2.2 Content – Keyword Density Keyword density is the percentage of times a keyword appears on a page compared to the total number of words on the page (Anderson, 2017). As you can see from figure 7 the words one would expect to be the keywords do not appear. ‘Donate’ and ‘Adopt’ appear but there is no mention of ‘cat’, ‘rabbit’ and ‘rescue’. ‘Guinea Pigs’ however is the most recurring two-word phrase. To combat this ‘cat’, ‘rabbit’ and ‘rescue’ should be incorporated more into the text to encourage search engines to see the website as relevant.
Figure 7 – Keywords for the Cat and Rabbit Rescue Centre (NEILPATEL, 2016) 4.2.3 Architecture - Mobile Whilst the mobile site is assessable on a mobile the layout could still be improved. As shown in figure 8, a lot of vital information is not on the landing view. It is
Figure 8 – Mobile landing page (NEILPATEL, 2016)
imperative to incorporate a top quality mobile site as “mobile now represents 65% of all digital media time” (comScore cited in Sterling, 2016). 4.2.4 Organic Links The Cat and Rabbit Rescue Centre currently only have 5 pages and 3 domains that link back to them. “Search engine factor ranking factor data has shown that getting external links is the single most important objective for attaining high rankings” (Moz A, 2016). Obtaining natural links is a long process that relies on having great quality material. A main way to encourage others to link to you from their website is to create a blog or vlog. It should be entertaining and something viewers feel inspired to share (Moz B, 2016). This is the second component of this campaign.
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1502622 4.2.5 Social – Shares How often pages are shared is related to the engagement of the content. Like organic links on websites, gaining organic social shares is earned. Similarly, to links on websites not all being equal, a share from a more reputable social media account is a better-quality share and will improve rankings greater than a less reputable social media account (Search Engine Land B, 2017). A blog or vlog is one of the greatest tools to promote shares and this is part of the justification for the second component of the campaign. 4.3 Component 1 measurements In order to see if this component of the campaign is successful google analytics will be the most reliable tool to use. The main observation that will be made is the number of unique visitors to the website as objective 1 states the aim is to increase monthly unique visitor numbers by 15% within 12 months. Unique visitor statistics are calculated by tallying the number of unique IP addresses that visit the site (King, 2008). It is important to monitor the unique visitor numbers instead of the page views as the objective is to reach new adopters not to encourage current stakeholders to revisit the website. Alongside this analysis, monitoring the bounce rate and time spent on the website will also be useful as the results will indicate the levels of engagement and which pages most visitors are exiting on (Valela, 2016). Objective one also looks to see an increase of rehoming’s by 10% in 12 months. This can be monitored by counting the number of successful rehoming’s and measuring the percentage increase/decrease from the month before.
4.3.1 Current issues impacting on the success of the digital campaign The political risk mentioned in appendix 1 is Brexit. When the UK leaves the EU, the UK has to choose which laws to incorporate or change (Lloyds Bank Foundation, 2017). One of the sets of laws that are regulated by the EU are the data protection laws. If data protection laws were to change the algorithms search engines use may also have to adjust (Clark, 2017). Measuring the unique visitor numbers to the site could be made more challenging by the fact that around 30% of internet users delete their cookies at least once a month. When cookies are deleted google analytics counts the next visit to a website as a new user as there is no trace of them being there before (Fettman, 2015).
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5. Component 2 – Vlog 5.1 Component 2 Strategy The second component of the campaign benefits both the first and second objectives. The benefits for the first objective were briefly mentioned in campaign one as creating a vlog is a valuable way to create organic links and shares across the internet and increase the websites SEO ranking (Tober et al, 2014). Other reasoning’s can be found in appendix three where the tools are listed that can help the organisation reach new customers. These include creating a blog (SMK, 2015) and improving public relations (Booher, 2016). The second objective supports the ‘engage’ section of the RACE model. Vlogging is a pragmatic component to use as it incorporates many engagement tools including video marketing and story-telling (Booher, 2016). Both objectives pursue women as their target segment but fundraisers are most likely to be professional women between the ages of 45 – 64 so this is the target market. YouTube is one of the most engaged social media sites by the over 45’s, with around 35 million 45-54 and 27 million 55-64 unique visitors in one month in 2015 (ComScore cited in Blattberg, 2015). YouTube also reaches 95% of online 55+’s in once month (ComScore cited in Google, 2016). Animal videos, particularly ones including cats, are one of the most viewed topics on the internet. Cat videos alone generate an average of 12,000 views per video on YouTube (Marshall, 2014). Research has shown that cat videos are watched for one main reason – they make people feel good (Baer, 2015). An increasing number of charities are embracing social media to spread their social message: “Whilst social media is not, and will never be a universal panacea, it is and will increasingly become an essential tool to help us and our organisations achieve our social mission and goals.” (Blake cited in Amar and Collins, 2014).
Figure 9 – Social Media Zones (Tuten and Solomon, 2014)
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5.2 Component 2 Tactics “Weaving together media relations with community building and proactive conversations can deliver outstanding results at a low cost” (Diehl, 2011). A YouTube channel has the potential to bind all of these things. As seen in figure 9, YouTube is one of the greatest social media tools for publishing and sharing. A blog is an alternative option but considering that statistics showing “one in four consumers lose interest in a company if it doesn’t have a video” (O’Neill, 2015) and the fact that a video in an email leads to an increase of thick-through rate of 200-300% (Hyperfine media cited Kolowich, 2016) the Cat and Rabbit Rescue Centre cannot afford to miss out. The first step is creating an account under the name of the Cat and Rabbit Rescue Centre. Staff and volunteers can record clips throughout the week and share them on a ShareDrive account. Once a week, on a set day, one member of the team can edit and upload a short video highlighting some of that week’s events and development. The videos should be around three minutes in length as this is the average length of the most popular YouTube videos and will hold the audience’s attention (Nudd, 2014). The curator of the final video should bear in mind that within the 12 brand archetypes the Cat and Rabbit Rescue Centre is a caregiver and the personality traits such as being selfless and supportive should be standardised in every video (Brand Matters, 2016). Included in the videos should be the animals available for adoption and also any improvement that has been funded with donated capital. Potential adopters may fall in love with an animal featured in the videos or be encouraged to book a viewing day. Keeping stakeholders that are already engaged in the company up to date on developments should increase the incoming donations as 72% of donors only invest in charities who demonstrate their impact clearly (Charities Aid Foundation, 2011).
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1502622 When an animal is being rehomed, staff should make the adopter aware of the YouTube channel and request that they record and send the organisation a short video of their experience and their relationship with their new pet. This could be encouraged by including a small handout such as the one shown in appendix 7 in the rehoming pack. Vlog testimonials will not only encourage current stakeholders to become more involved with the organisation and improve their trust (Charity Commission, 2016), but also introduce new customers who could be potential fundraisers or adopters as shown in the reach model in appendix 3. An increase in online testimonials of successful rehoming’s is proven to be successful (Boast, 2016). The YouTube account would be linked to the website, all other social media sites and also a monthly email update of the new YouTube videos could be sent alongside the monthly newsletter. The links are not only important for increasing the shareability of the organisation but are also a great way to improve the SEO by creating more links with the website (Supple, 2014). 5.3 Component 2 Measurements Objective two’s aims are to increase audience shares by an average of 20% and donations by 10% within 12 months. The main KPI for objective two will be YouTube analytics as one of the core metrics for this tool is the number of shares. The geographical positioning of the shares can also be identified to see if the campaign is successful in West Sussex (Hayes, 2013). Google analytics will also be used to measure the number of shares of the website. By assessing the volume of shares every month the percentage increase can be calculated to see if the objective has been met and see if the vlog has increased the traffic flow to the website (Shewan, 2016). Analytics will also display the click-through rate for the link to the YouTube video through email which is useful to identify the email engagement rates with the vlog. Donations can be totalled and compared each month to measure any increase. 5.3.1 Current issues impacting on the success of the digital campaign Ethical branding must be enforced throughout the Vlogging journey. If the vlog catches on and the views go up, other companies may be interested in advertising in the vlog. Any sponsorships or advertorials must be announced in order to be a responsible organisation and follow the advice of the Committee of Advertising Practice (MAA, 2017). Finding a staff member who has time and skills to edit and upload the video once a week may also be an issue. The best way to combat this problem is to either find a willing volunteer or a staff member who will be able to fit it in their timetable.
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Socio-cultural
Technological
Cuts in council budgets are The increasing number of already unnerving charities across charity shops could be a potential the UK. As of 2016, 40% of local issue for the Cat and Rabbit Rescue council budgets had been cut since Centre. In 2013 charity shops were 2010 (Lloyds Bank Foundation, the largest growing retail sector 2017). Cuts are being made (PwC cited in James, 2014). An wherever the local councils can and increase in the number of charity this is having a large impact on shops means more competition for charities. A campaign that makes a funds from both the public and the lot of noise would benefit the Cat government. and Rabbit Rescue Centre as it would reinforce how important they are as a charity. As councils direct their attention to raising their funding from local revenues charities will need to engage with this agenda to shape local plans as they develop. (Murray and Gripper,
2016)
An unpredictable economy is Over the last few years there has The fourth industrial revolution forecast until the UK’s departure of been a decline in trust of is advancing. It is the shift from the EU has settled. “EU grants and charities. In 2016 the publics’ the simple digitalisation of the third contracts are currently worth level of confidence in charities fell industrial revolution to the £300m per year to around 3,000 to 5.7 out of 10. This is partly due combination of technologies. charities” (NVCO, 2016 cited in to media stories about how a Physical, digital and biological Lloyds Bank Foundation, 2017). charity/charities spend their realms are fusing for the first time. This money is guaranteed by the donations. It is also due to the By 2020 it is projected there will be UK government until 2020 but after fundraising tactics of some 26 billion gadgets connected in a that nothing is assured. Ay funding charities including those where the global online ecosystem (Gartner the Cat and Rabbit Rescue Centre public feel pressured or emotionally cited in Gregorio 2015). receives may be at risk. (Lloyds manipulated to donate. Any Organisations globally are starting Bank Foundation, 2017) campaigns for the Cat and Rabbit to harness the upcoming Rescue Centre must not infringe on developments to benefit their these issues. (Charity Commission, objectives and the Cat and Rabbit 2016) Rescue Centre do not want to be left behind. (Schwab, 2016)
Economic
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Appendices
Appendix 1 – PEST Analysis
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Engage (Advocacy)
Website audits Video Lead gathering marketing Blog marketing (Smart (Booher, 2016).(Booher, 2016). Insights, 2016).
(Purchasing)Convert
Brexit could induce a mixture of negative and positive changes to the Cat and Rabbit Rescue Centre. One of the potential issues is which EU laws the UK decide to transpose into UK law. This could change the way the charity is allowed to operate. (Lloyds Bank Foundation, 2017)
Politcal 1502622
Appendix 2 – Activities participated in during four weeks, by gender and age
(Charities Aid Foundation, 2015)
Appendix 3 – RACE model applied to the Cat and Rabbit Rescue Centre
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Appendix 4 – The Cat and Rabbit Rescue Centre ranking on Bing Social media marketing Increase Salesonprocess SEO CRM optimization (SMM) (Booher, 2016). ranking refinement (Tober (Booher, et al, (Booher, 2016). 2014). 2016).
Reach (Exploration) making)Act (Decision
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1502622 Appendix 5 – The periodic table of SEO success factors
(Search Engine Land A, 2017)
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1502622 Appendix 6 – The periodic table of SEO success factors applied to the Cat and Rabbit Rescue Centre website
Red text indicates elements that can be improved on. Factor Content
Architecture
HTML
Trust
Links
Social
Elements Quality – Pages well written Research – Chichester not mentioned Words – Use ‘Cat’, ‘rabbit’ and ’rescue’ more Fresh – Recently updated Vertical – Yes Answers – Yes Thin – Good content Crawl – Yes Duplicate – Yes Mobile – Could be improved Speed – Fast 2.24 seconds URLS – Yes HTTPS – Yes Cloaking – No Titles - Yes Description – Yes Structure – Yes Headers – Yes Stuffing – No Hidden – N/A Authority – Yes Engage – N/A History – Yes (2004) Identity – Yes (charity number) Piracy – No Ads – No Quality –Yes Text – Yes Number – Only 5 pages + 3 domains Paid – No Spam – No Reputation – No Shares – Facebook only
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1502622 Appendix 7 – Handout for adopters
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1502622 https://www.cafonline.org/docs/default-source/about-us-publications/caf-ukgiving2014 (Accessed: 11 April 2017). Charity Commission. (2016) ‘Public trust and confidence in charities’, Charity Commission [Online] Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/532104/Pub lic_trust_and_confidence_in_charities_2016.pdf (Accessed: 11 April 2017). CIMA. (2007) ‘Strategic Analysis Tools’, CIMA [Online] Available at: http://www.cimaglobal.com/Documents/ImportedDocuments/cid_tg_strategic_analysis_tools _nov07.pdf.pdf (Accessed: 11 April 2017). Clark, L. (2017). ‘What Theresa May's Brexit plans could mean for you, your data and your privacy’, Wired [Online] Available at: http://www.wired.co.uk/article/the-uk-needs-europesdata-protection-laws (Accessed: 12 April 2017). CRRC. (2017). ‘CRRC’ [Online] Available at: http://crrc.co.uk/ (Accessed: 11 April 2017). D for Dog. (2014). ‘Don't Regret Buying Your Pet’, D for Dog [Online] Available at: https://www.dfordog.co.uk/blog/dont-regret-buying-your-pet.html (Accessed: 11 April 2017). Diehl, C. (2011). ‘How digital media can transform charities' reach’, The Guardian [Online] Available at: https://www.theguardian.com/society/joepublic/2011/nov/09/digital-mediacharity-campaigning (Accessed: 11 April 2017). Fettman, E. (2015). ‘A Sweet Treat, But Users Delete: Cookies and Cookie Deletion in Google Analytics’, E-Nor [Online] Available at: https://www.e-nor.com/blog/googleanalytics/cookies-and-cookie-deletion-in-google-analytics (Accessed: 12 April 2017). Google. (2016). ‘The Latest YouTube Stats on Audience Demographics: Who’s Tuning In’,
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