Digital Marketing report

Select an organisation to study. The organisation might be from any sector, and some students may wish to choose one which relates to their subject discipline. For example, Fashion Marketing students may select an organisation from the fashion industry, or Events Management students may select an event. Points to consider:
• Select an organisation which has strengths and challenges in relation to the current customer conversation and digital marketing activities.
• You will be making recommendations for improvements during your assignment, so please do not look for an organisation which is a perfect example of digital marketing.
• This is the most important point. Check source material on your chosen organisation. Is it current, valid, robust and accessible? Is there plenty of source material? Consider data insights e.g. Statista, Analytics. More tips to come in our classes.
• Too niche might be too tough, for example some digital games producers, or start-ups. You need to achieve your full potential on this module, so if there is little or no source material change to another organisation.
• You can select a local business, or one with which you have a connection.
Although the precise structure of the report is your decision, it is suggested that your report addresses the following tasks:

a) Profile the current digital marketing activities (approximately 660 words – 20%) of your selected organisation, as in evidence at the time of writing. Be sure to not only describe, but also analyse and critique what is currently in place. Apply relevant tools, concepts, frameworks and models of digital marketing. Apply the 5S of Digital Marketing in some detail, and show the ‘connection’ with the RACE Model. What is the influence of key thinkers on the topic of digital marketing? Consider data insights. Provide screenshots of what you have found online to demonstrate your assessment of the situation. Reason and justify any advantages or limitations.
b) Consider what competitor institutions are doing in this space (approximately 660 words – 20%). How can your selected organisation learn from them and effectively compete with their efforts? Where are their competitive advantages and deficiencies in this respect? Apply relevant tools, concepts, frameworks and models of digital marketing. Again, cite robust source material and data insights. You need to undertake a Social Media Audit. Again provide screenshots to illustrate this. Take a critical perspective.

You need to supplement your reasoning by referring to data insights from SimilarWeb, SEMrush, Mention.com or other similar tools. You might also refer to secondary sources such as Statista, Datamonitor or others. Present your data using tables and/or diagrams.
Competitor analysis (use search engines, search a competitor’s web site, search for personal pages or ‘Blogs’ or ‘Vlogs’, review your target market, study demographic reports and monitor special interest material)
Social media audit (who, where, what, when, why and opportunity)
Five forces analysis (porter 1979) – use five forces analysis for a strategic audit of the level and nature of digital competition
Refer to week 3 PowerPoint

c) Construct an Omni-channel digital marketing campaign proposal (approximately 1650 words – 50%) This section must be creative, to advance the cause of leveraging digital media to market your chosen organisation. Take a critical approach. Your proposal might consider (but is not limited to):

• Your creative digital campaign. How will you integrate your creative concept with traditional/transactional marketing and digital marketing? This is important and forms the theme of your branded campaign. How have you been creative and innovate?
Content marketing (sales leads, sales, CRM, customer satisfaction, lower communication costs, retention and referrals, brand image and awareness and information)
Hub and spoke publishing (traditional media, Instagram, twitter, blog, YouTube, Facebook, RSS feed, e-Mail, traditional media, news releases, PDFs, podcasts, research, slideshows, social, traditional, videos, webinars and white papers)
Content types (articles, blogs, case studies, digital newsletter, e-books, e-mails, images, infographics, microsites, mobile content and articles)
Objectives to ask before setting objectives for digital platforms – How much is enough / too much?
• What proportion of your target audience are using different digital platforms?
• Which content and promotions are your audience interested in? What do they post/ask?
• How are competitors using the platforms – benchmark what’s working for them?
• Reviewing your own analytics, sales and customers insights
• Setting broad goals and vision for the organisation
• Getting more specific with SMART objectives
Key concepts in improving the online customer experience (usability, accessibility and persuasion)
Design concepts (information architecture, site map, blueprints and wireframes)
• Who are you conversing with (STP)? Boomers, Generation X, Millennials, Gen Z or all/some of them? Reason and Justify.
• The creative campaign must be integrated and contain a range of relevant digital media. Your campaign should contain at least 5 digital marketing content tools; for example, you might recommend a dynamic website, select relevant social media,
suggest targeted branded videos, advise an appropriate influencer, or indicate pertinent webinars. The module covers more than 30 content tools for you to choose from, so please use a range of content marketing approaches.
Content marketing toolkit (virals, quizzes, competitions, widgets, games, branded videos, articles, infographics and press releases, guides, trend reports, eNews, demo videos, reports and white-papers, community forums, celebrity endorsement, reviews, events, ratings, ebooks, product features, interactive demos, checklists, webinars, case studies, data sheets/price guides, calculations, apps, memes, influencers, affiliate marketing, chatbots, other streaming services e.g. podcasts, Facebook messenger marketing, sharing services e.g. Spotify Adstudio, snapchat ads, interactive ads e.g. Instagram stories and lead ‘magnet’ e.g. challenges/quizzes)
• How will you achieve the most effective Social CRM? Remember that the customer conversation is embedded in digital marketing.
CRM is a much, much bigger topic (Payne, A. and Frow, P. 2013)
One-to-one marketing (Chaffey 2020)
The evolution of CRM (Customer Relationship Management (CRM) Chaffey (2001), eCustomer Relationship Management (eCRM) Chaffey (2012) and Social CRM Chaffey (2016 ongoing)
What is CRM – Chaffey (2012)
CRM applications (sales force automation, customer service management, managing the sales process and campaign management analysis)
CRM data (personal and profile data, transaction data and communication data
Three phases of CRM Management (Chaffey 2001) – acquisition, retention and extension
What is E-CRM? – Chaffey (2012)
E-CRM benefits
The four classic marketing activities of customer relationship management (customer extension, customer retention, customer selection and customer acquisition)

Permission marketing
What rights will individuals have under GDPR (8 fundamental rights)
Social CRM – Chaffey (2016)
Social CRM strategy (Chaffey 2013) – monitoring, mapping, management, middleware and measurement
Definition of social CRM (Chaffey 2016)
The scope of social CRM (Chaffey 2016) – marketing, sales, service and support, innovation, collaboration and customer experience)
Customer engagement (Chaffey 2020)
The 5 I’s (Chaffey 2016) of customer engagement (identification, Individualisation, Interaction, Integration and Integrity)
Artificial intelligence’s role in CRM
Measuring the success of CRM
• What is your recommended customer journey? How will you apply the digital marketing funnel? You might include a diagram.
• How does your campaign take into account The United Nations Sustainable Development Goals (SDG), especially Goal 9 and Goal 12. Explain and support your points.
• Examine and critique your proposal. What are the pros and cons of your Omni-channel digital marketing campaign? Critique and review.

I wasn’t sure what point these go under in section C so put them here apply as appropriate:
Relationship marketing, the importance of keeping customers over time, marketing approaches at different levels of loyalty, customer loyalty, change in consumers (yesterday’s consumers and today’s consumers), loyalty strategies (short-term/long term customers and high/low profitability), loyalty schemes, who is your most valuable customer (MVC)? And what is your customer’s Lifetime Value (LTV)?

Inbound marketing funnel (plan, reach, act, convert and engage)
The RACE digital marketing planning framework (Chaffey 2017)
Using KPLs to manage RACE (Chaffey 2011)
The content marketing matrix – smart insights (2014)
The content distribution matrix (Chaffey 2015)

Personas
Influencer marketing
Search engine optimisation
Google AdWords
Pay-Per-Click (PPC) – main strengths and weaknesses
Online PR (attracting visitors through search, engagement & dialogue, defensive/crisis and building campaign buzz
Affiliate marketing – main strengths and weaknesses

Refer to the weeks 4, 5, 6, 7 and 8 PowerPoints for all of section C

d) Reason and justify relevant digital analytics (approximately 330 words – 10%). How will you measure the success of your campaign, and each of your chosen content marketing tools? What software would you use? Include data insights to support your thinking, again using tables/diagrams where necessary.
I don’t have the relevant theories/concepts for this section as it hasn’t been covered in class yet but I guess the description of what you need to do kind of covers it AND as soon as I find out I will inform you on it.

The duration for the campaign can be anything from 6 months to a year in length. However, it stands to reason that the effort invested into the campaign may pay dividends beyond this time period.