Reference no: EM133565841

Digital Business

Development of a digital asset

- Your task is to develop a customer journey map for the assigned organisation and issues (see Client Brief below) and from there, a brief content plan that improves the customer journey, including website structure and high-level content overview.

- Please be mindful that this is a hypothetical Client and any real organisations with a similar name or brand should not be contacted. Direct any questions about the Client Brief to your Tutor in the first instance.

- Students will prepare a comprehensive customer journey map and a website content plan for the Food Technology Facility.

- The Customer Journey Map (incorporating digital assets such as the website and social media pages) will incorporate:

The Client's goal or commercial objective. Customer persona (1).

Customer touchpoints.
A diagram that maps the current customer journey state: touchpoints, actions, channels.

The Brief Content Plan will incorporate, for every page of its future website:

5. Headings, Sub-headings, Primary Calls-to-Action.

6. Brief description of the content that users would find useful in their experience with the website.

7. Website structure, downloadable resources/content, integrations with social media.

Digital Marketing Plan Template

1. Background

2. Problem and Opportunity
• Problem - define what you you have found in development of your CJM.
• Key take away from SWOT Analysis
• Key takeways from competitive analysis
• Opportunities - touch on what opportunities you can infer from this.

3. Goals
• Client's goal(s).
• SMART Objective: e.g. increase X by X by DATE.

4. Customer persona

5. Strategy
• A statement (1-2 lines) that explains how you will achieve your objectives. You then go into more detail in following paragraphs.

6. Tactics and Channels
• Your recommendations and why.
• What media will you use to communicate your key messages to you target publics and audiences? Must be appropriate to the audiences.
• What innovations can you implement?
• What specific tactics will you use to implement your strategy and achieve your goal(s)?
o Include three (3) recommendations of new or improved digital assets.

7. evaluation and modification

- What methods will you use to help you frame your campaign, modify it to ensure you are meeting your objectives and evaluate for the future?