Prepare an integrated digital marketing plan

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Reference no: EM132371158 , Length: 20 Slides

Digital Marketing and Communication Assignment - Prepare and Present an Integrated Digital Marketing Plan for an organisation

Task - Prepare an integrated digital marketing (IDM) plan and present it as a slide presentation with transcript.

Assessment Description - The purpose of this assessment is to formulate a digital marketing strategy for the company / organisation you used in Assessment #1 (preferably). You are to review the organisations' digital marketing problems (using the findings from the Digital Strategy and Marketing Audit in Assessment #1). Develop the Integrated Digital Marketing (IDM) Plan and attempt to solve the problems through the better use of digital marketing knowledge you have learned from this class.

Your key objective is to integrate your subject knowledge - including the set of digital marketing models, strategies, tactics, and values - to generate a thoughtful and successful IDM plan. Your plan must attempt to raise awareness and generate interest in your client's product/service, and you may structure the plan to target any segment, geographic focus, etc. using a variety of digital media strategies. Importantly, however, you must include tools to monitor your campaign and to measure its digital impact (e.g., YouTube likes, Facebook comments, Twitter retweets, blog mentions, and so on.). The solutions provided should show creativity while being feasible.

Be as precise as you can about the type of information sources used in your project, the data generated from these sources, the analytical tools used to extract marketing "insights" from the data, the transformation of the insights into strategic elements, and the expected business outcomes from an execution of the integrated (traditional + digital) marketing strategy.

Integrated Digital Marketing Plan

I. Introduction (approximately 4-5 slides)

a. Briefly describe the current business mission, strategy and operations of your client, the industry in which the company operates, industry trends, major competitors, client strengths and weaknesses in relation to major competitors, macro environmental threats and opportunities and current digital presence.

b. Describe the marketing strategy of the client in terms of current product/service offerings, the target markets to which these are directed, customer segments and value propositions, and the product/service positioning strategies being used to deliver the value propositions to customer segments.

II. Integrated (traditional + digital) Marketing Strategy (approximately 2-3 slides)

Based on (IIa) and (IIb) above, identify the primary marketing challenge (justified by the Audit from Assessment #1) being faced by the client and any gut-level (a.k.a., "managerial judgment") recommendations you may have about how the marketing challenge could be addressed. Summarise your justification for changing your client's marketing strategy to achieve digital integration by re-targeting marketing efforts, re-defining customer segments, re-positioning product/service offerings, and/or changing value propositions. Identify specific changes being proposed in product, price, channel, and promotion strategies through digital transformation.

III. Digital Marketing Plan (approximately 8-9 slides)

Describe your proposed digital marketing plan in detail. For each item or activity listed, discuss how it will help achieve the client's marketing strategy, address the marketing challenge you've identified, and capitalise on any new marketing opportunities that are related to the challenge.

Recommend a menu of digital assets / platforms (i.e., tools) to use in developing your digital marketing plan as listed below. Bear in mind that not all these items may apply to the marketing challenge you seek to address and/or be useful for achieving digital integration. Use your judgement in selecting the digital assets/platforms to use, including making selections from items covered in the course including but not limited to:

SEO/Analytics
Search Ad Campaign
Social Media Marketing (e.g., Facebook, Twitter, Pinterest, Instagram, Snapchat, etc.)
Mobile marketing
Email marketing
Content marketing (e.g., blogging, videos, podcasts, etc.)
Any of the technologies highlighted in Assessment #2

IV. Conclusion and Final Recommendations (2 slides)

Use this section to summarise the highlights of your digital marketing plan.

V. References (1 slide)

If your references (minimum 10) cannot fit on the slide, you can put them in the notes section.

Reference no: EM132371158

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Reviews

len2371158

9/15/2019 9:03:05 PM

Total 20 Slides with transcript (Powerpoint) I would like to request the price for an assignment that must be based on a real Australian company. I would need 20 slides with transcripts and references. Marking Rubric - Excellent and detailed overview of the business and current marketing strategy. Clear and detailed marketing challenge identified. Justification for digital integration / transformation clearly explained. Very detailed digital marketing plan aligned with the objectives. Thorough and relevant digital assets/platforms discussed and used in the strategy.

9/15/2019 9:02:59 PM

Explicit and clear conclusions and recommendations that are compelling and convincing. Answer presented very clear and logical. Excellent and current theory and research used; Depth of research exceeded expectations. Academic writing style is very clear with sound flow and structure. No spelling or grammatical errors. Format of answer exceeds question requirements and KBS guidelines; no errors. Acknowledged all sources in text and reference list. All citations and references follow Harvard style. All KBS guidelines adhered to.

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