Design a digital marketing plan for organisation

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Reference no: EM131688852

Digital Marketing Assignment

Component 1:

In your role as a digital marketing consultant you have been asked to develop a digital marketing plan for a new client. The client currently has an online presence and is now looking for practical suggestions as to how they can plan their digital growth in the Hong Kong for the next 6 months. They have asked you, as a digital marketing consultant, to produce a digital marketing plan that will analyse the market sector, set clear digital marketing objectives, select a target audience, and provide justified tactics in order achieve the objectives. This digital marketing plan is being produced for Senior Management and therefore the use of business language and a relevant structure is vital. At the same time, this is an academic assignment, so you need to show that you also master the theory and reference it properly. You may select one company, brand and/or product from to focus your digital marketing plan upon...

Simplylife serves freshly baked handmade European style breads, pastries and simple eats. We do fewer things, so we can do them well.

Started up in Hong Kong in 2007, we entered Mainland China in 2010 under. The food, the service and the unique ambiance are equally valued in both places.

Hong Kong Television Network Limited is a Hong Kong listed company (SEHK: 1137).

Established in 1992, the Group possesses extensive and successful experience in telecom market liberalization, popularizing advanced technology and applications. The Group currently engages in the development of Hong Kong's largest 24-hour online shopping mall, HKTVmall, providing an "one-stop shop" platform to people in Hong Kong, including entertainment, online shopping, delivery service and impressive customer experience.

Digital Marketing Plan

Design a digital marketing plan for your chosen organisation following the SOSTAC model:

An overview of the key external and internal environmental factors relevant to marketing and your chosen organisation should be presented here.
Macro-environment: External analysis

Micro-environment: Customer analysis

Competitor analysis vs client

SWOT/TOWS analysis

Draw conclusions which will support recommendations to set objectives.

2. Objectives

Include 2-3 digital marketing objectives.

Your objectives should be SMART and provide the direction for the digital plan. You should link your business objectives to your digital marketing objectives.

3. Strategy
Recommendation of the appropriate strategy to achieve objectives following STP (Segmentation- Targeting-Positioning) framework:

Segmentation: Consider the segments the product is aimed at (identify buyer personas) Targeting: The selection of the target public (develop a buyer persona profile)

Positioning: Identify whether the product is clearly differentiated from its competitors and design the OVP (online value proposition).

4. Tactics

The recommendation and justification of coordinated tactics which are adequate to approach the targeted audience and to achieve the set objectives.

Three of these tactics will be further developed in terms of content in component 2.

5. Action Plan
A 6-month plan detailing when the tactics will be implemented and a realistic budget outlining how much they will cost.

6. Control and Measurement
A set of recommended metrics/measures so that the performance of the plan can be assessed and the tools used (in any) to monitor the KPIs (e.g., Google Analytics, Facebook Insights).

Developing Digital

Word count: 1,000 words

In your role as Digital Marketing Consultant, you have been asked to develop no more than THREE pieces of digital marketing content linked to the tactics recommended in your Digital Marketing Plan.

Part A -Content

You are required to design and create three different pieces of relevant digital marketing content, using any digital platform recommended in the digital marketing plan for Component 1. These pieces of content should be created in situ where possible and then captured using a screengrab tool, such as Microsoft's Snipping Tool or Apple's Grab. An explanation of each piece of content must be provided and does not count towards the word count. Number of screen shots: nine maximum.

Part B - Briefing Paper

Following the development of the content, you have been asked to produce a briefing paper for the Digital Marketing Consultancy you are working for. This needs to explain and justify how and why the digital platform and subsequent content was chosen and how it links to the relevant stage of the online customer journey.

Both components of the assignment need to be presented in one single document which will include the following sections:

Title page
Table of contents Executive Summary
1. Digital Marketing Plan
1.1 Situation analysis
1.2 Objectives
1.3 Strategy
1.4 Tactics
1.5 Action plan
1.6 Control and measurement
2. Developing Digital Content
2.1 Content
2.2 Briefing paper

Bibliography

Appendices

Word count: 3,500 (+/- 10%)

Verified Expert

The present solution is based on utilization of mobile app for the restaurant promotion. The solution is partially filled according to the requirement of client. The solution in total contain more than 600 words and that the references are added in Harward Style. The solution is free from plagiarism and relevant images were sent as per the requirement of this assignment.

Reference no: EM131688852

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Reviews

inf1688852

6/14/2018 5:56:38 AM

Follows the requirement, did a good job and was quick. Even finished early, Definitely will be working with this writer again! Thanks

inf1688852

2/1/2018 4:02:14 AM

I will send u half of part 1 to you by tmr, and please help to finish both part 1 and part 2. for your information, I will use simplylife as the company http://www.simplylife.com.hk/index.php?lang=en I have done part 1 and some Part 2. Please help to work out 6 more digital content according to my work (Component 2 part A in the question file) and add some explanation of the added digital content in component 2 part B 25758068_1Digital Marketing - Component 1.docx 25758068_2Digital Marketing - Component 2.docx no need add any words in component 1 50-100 words in component 2 Please help to work out 6 more digital content according to my work (Component 2 part A in the question file) and and add some explanation of the added digital content in component 2 part B just like the print screen in the file the company i used is simplylife http://www.simplylife.com.hk/index.php?lang=en Comment from tutor, digital content needs to be in the format of image of an app, not just screen cap It is not introducing digital platform, but to put the image of the digita contents. Please check my first three contents

len1688852

10/24/2017 3:45:05 AM

Course:digital marketing 1. Do both component 1 and 2 in one file Title page Table of contents Executive Summary 1. Digital Marketing Plan 1.1. Situation analysis 1.2. Objectives 1.3. Strategy 1.4. Tactics 1.5. Action plan 1.6. Control and measurement 2. Developing Digital Content 2.1. Content 2.2. Briefing paper Bibliography Appendices 2. Component 2 need to work on a digital marketing content 3. 10 academic reference is required.

len1688852

10/24/2017 3:44:44 AM

Content and Presentation Presentation and Presentation Presentation and Presentation and Briefing Paper Presentation and writing is of a high writing is of a good standard and writing is of a reasonable writing is of a basic standard. writing is weak with inadequate (5%): standard with with correct standard with Referencing has referencing Format, correct referencing and adequate been attempted structure and referencing effective use of referencing but is inaccurate. presentation of and very appendices. and use of content and a effective use of appendices. briefing paper appendices. that is free of spelling, grammar and punctuation errors. Apply the rules of Harvard Referencing correctly. Use appendices effectively Mark Range

len1688852

10/24/2017 3:44:31 AM

Explanation and justification of content selection (45%): Description as to how the three different pieces of content deliver value to the chosen customer segment The content developed is well explained and justified, it is relevant to context and linked to the customer segment and journey contemporary insight and relevant The content developed is clearly explained and justified in part, it is relevant to context and are linked to the customer segment and journey, contemporary insight and relevant theoretical The content developed is explained with basic justification in part and there are some links to the customer segment and journey, context and relevant The content developed has limited explanation and justification and there are some basic links to the customer segment, context and relevant theoretical frameworks and concepts.

len1688852

10/24/2017 3:44:22 AM

Criteria and Weighting 100-70 69-60 Content design and creation (50%): Design and three pieces of content which deliver value to a relevant customer segment The three pieces of content are excellently designed and created with relevance, clearly linked to the context of the plan and audience, and show creativity and insight. The three pieces of content are well designed and created with some relevance to the plan, well linked to context and audience, and show creativity and insight.

len1688852

10/24/2017 3:44:11 AM

Plan writing and presentation (5%): Presentation and writing is of Presentation and writing is of a Presentation and writing is of a Presentation and writing is of a Presentation and writing is weak Presentation and writing is poor Presentation and writing is very Format, structure a high standard good standard reasonable basic standard. with inadequate with issues in poor. and present a DM with correct with correct standard with Referencing has referencing relation to Referencing is plan that is free of referencing and referencing and adequate been attempted referencing omitted or spelling, grammar very effective effective use of referencing and but is inaccurate. contains serious and punctuation use of appendices. use of errors and errors. Apply the appendices. appendices. omissions. rules of Harvard Referencing correctly. Use appendices effectively

len1688852

10/24/2017 3:44:01 AM

Outline of Outline of the Outline of the Outline of the Outline of the potential objectives, strategy, tactics, implementation and control (60%): potential plan for objectives, strategy and tactics intelligently potential plan for objectives, strategy and tactics are clear and well defined, potential plan for objectives, strategy and tactics are defined and potential plan for objectives, strategy and tactics lack detail but evidence Relevant follow on from relate the stated, and relate some link with recommendations the context and context, and to the context. the context. for objectives, demonstrate show some strategy, tactics, excellent creativity and implementing, relevance, insight. budgeting and contemporary controlling within insight and the DM plan for theoretical the next 6- justification. 12months.

len1688852

10/24/2017 3:43:47 AM

Findings and analysis (30%): Findings are highly relevant, Findings are relevant, have Findings are considered in Findings are considered in Identified key findings are Overview of the linked to some context and there context and there minimal, lack key findings from context and contextualisation are some links to are some links to relevance and the situation linked to and are linked to context and context and there is no analysis (Micro contemporary contemporary relevant relevant evidence of any and Macro). Use insight and insight and theoretical theoretical relevant theory. secondary data relevant relevant frameworks and frameworks and from reliable theoretical theoretical concepts. concepts. sources. frameworks and frameworks and concepts. concepts.

len1688852

10/24/2017 3:43:39 AM

Criteria and Weighting 100-70 69-60 59-50 49-40 Introduction (5%): Explanation Explanation Explanation Explanation Provide a suitable intelligently summarises the offers some offers a basic explanation of the summarises the rationale behind relevant summary of the issue or rationale behind the issue or summary of the rationale behind opportunity the issue or opportunity in rationale behind the issue or presented with opportunity in context. the issue or opportunity in reference to your context. opportunity in context. chosen context. organization in the executive summary.

len1688852

10/24/2017 3:43:29 AM

system before the deadline . Receipt of your work will be recorded. You can check your assignment yourself as you submit it via Turnitin. This checking is done by creating an "Originality Report". If this report shows that there are some problems with your work, such as un-cited quotations, you should be able to make corrections and re-submit the work again before the due date. It takes time to generate the "Originality Report", you are advised to upload your report onto Turnitin at least three days before the deadline, so that you can check your Turnitin "Originality Report".

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