Coursework Assignment Brief
Background
You have been commissioned to create a digital marketing audit and strategic plan. The board of company directors has decided that digital strategy will lead the whole reorganisation of the company. This represents a major shift in the strategy of the business and the digital presence of the company will need to be changed accordingly. Your digital marketing plan should therefore focus on the broader digital marketing macro-environment; internal and external challenges related to selling online; and the fundamental design principles that can inform strategy formulation.
Requirements:
First, you will need to select an organisation à Spyder Active Sports
The marketing plan must demonstrate evidence of secondary market research, explicit screenshots illustrating digital content and design, and reference to peer-reviewed journal articles. The report should include the following three sections:
- A critical evaluation of your organisation’s current digital presence
- A proposal for redesigning the current website and associated media
- Identification of a series of objectives that the company should pursue in order to achieve commercial success.
STRUCTURE:
- Critical Management Audit (Approximately 750 words)
Drawing on the management audit you conducted throughout the module you should (appendix):
- Use the 7Ps to critically evaluate the current digital marketing mix of your organisation and compare with a key competitor (pg.1)
- Key competitor : Halley Hansen
- b) Outline the main macro-environmental factors that will likely affect the organisation over the next year (PESTLE + effects of covid) – pg.33
- c) Develop an online customer journey map for new and returning customers (put it to the appendix) (pg.3-8,15,16,29-33)
- Strategic web development Proposal (Approximately 1500 Words)
You should:
- a) Assess the design and usability of your organisation’s web homepage. (pg. 16-19) (critique they don’t have their socials on the website) (There’s no contact details accept the address)
- b) Evaluate the paid, owned, earned, and social media related to your organisation. Which types should be prioritised? (pg. 2,3, 29-33) à digital marketing audit template
- c) Examine how your chosen organisation uses search engine optimisation and search marketing. Could it be improved? (pg. 19-29)
- Identification of managerial objectives (Approximately 750 Words)
You should:
- Identify whether there is an online community associated with your organisation and if it could be improved through modifying the organisation’s social media strategy. Use social network analysis and/or sentiment analysis where possible to support your answer.(p.g 8-14)
- Explain how web analytics can be used to measure and improve firm performance. Suggest key performance indicators (including specific conversions) that could be used to monitor the customer journey you described in part 1. (pg. 3-5,15,16)
For part a:
-how can we use online discussions relating to the organisation
– Conduct a social network analysis – who is talking about your organisation?
– Conduct a sentiment analysis – how do people feel about your organisation?
– Reflect on how these analyses might inform digital marketing management and strategy)
– What type(s) of social structure are visible?
– Use the categories from the network analysis lecture as a guide. Provide evidence for your arguments using available Twitter data through www.socioviz.net (even if there isn’t anybody talking, take a screenshot to show the examiner you did the research. Reflect on whether the finding is important to your brand or not)
– Describe how you would use this information to inform marketing campaigns. This requires some imagination!
Who is talking about the organisation online?
On which platforms do they do it? Facebook, Twitter, Youtube, Trip Advisor, Google Reviews, Amazon, personal blogs? Any others? Do they record and display customer feedback on their own website? How many people talk about the organisation? How often do they do it? Does the organisation try to participate in discussion? Any evidence of campaigns or hashtags that succeeded or failed?
For part b:
-Consider RACE (reach-act-convert-engage) Model
-Consider customer journey mapping
– Check if the organisation is using Google Analytics (Yes they do)
Google Analytics:
Google Analytics can collect a lot of data about how people use a website, including:
- Time of visit, pages visited, and time spent on each page of the webpages
- Referring site details (such as the URI a user came through to arrive at this site)
- Type of web browser
- Type of operating system (OS)
- Network location and IP address.
With some customisation, Google Analytics can also collect additional data which might include:
- Document downloads
- Clicks on links leading to external websites
- Errors when users fill out forms
- Clicks on videos
- Scroll depth
- Interactions with site-specific widgets. Google’s latest version of Google Analytics can be used to track even more stuff — it isn’t limited to websites. It could track:
- App activity
- Telephone conversations
- Point of sale transactions
- RFID or NFC sensor activity
Check to see if your company tracks analytics. It is also useful to understand how web analytics work – so that you can decide upon appropriate KPIs for your chosen company i.e. what do you think they should be measuring.
- Consider the most important characteristics and behaviours of the people that will interact with your campaign.:
Dimensions – qualitative
User – e.g. geography, age, gender
Session – e.g. traffic source, browser, hardware type
Interaction e.g. page title, specific app functionality
Metrics – quantitative
Audience e.g. visitor count
Behaviour e.g. page views / event count
Conversion e.g. conversion rate
Which attribution strategy approach do you think will be most effective in your campaign?
- Last click
- First click
- Linear
Think about the first instance that people will see your marketing content.
– Can the respondent be converted immediately or is it too early in the information search process to ‘pull the trigger’?
– Does the information search follow an obvious sequence?
– If so, which steps are the most important?
-Write down the objectives for your organisation’s digital marketing
-Identify three conversions that you want to encourage (include dimensions and metrics) -Identify the relevant touchpoints (otherwise known as ‘microconversions’ i.e. what has to happen before the conversions can take place?)
-Write down your conversion attribution strategy. Describe why you have chosen this strategy (1-2 lines).
- Appendix
- Digital marketing audit template:
1) Draw up a list of all of the digital media associated with your chosen organisation. Classify each media format as either paid, owned, earned, or social.
2) When you have a classified list, begin to analyse the purpose of the respective media. What is each one trying to accomplish? Use the 5S distinction to justify your answer.
3) Identify how each media format is involved in customer focus? Use the RACE model to analyse whether the content is actually useful.
4) Identify whether or not permission marketing is present.
– Customer Journey Map Template
Screenshots to use
- Email marketing
- Website evaluation
- Social media evaluation
- Sentiment viz – see next page on how to analyse sentiment viz
- Socio viz
- Google trends
- Backlink
- Google analytics
- Similar Web
The document should:
– Be written in the style of a report
– Include secondary market research
– Provide screenshots of digital content (including real-world evidence of your chosen organisation’s current online presence)
– Make reference to peer-reviewed journal articles.
Marking Criteria
Theories and Concepts (20%) – Identification and understanding of relevant models and theories
Analysis of evidence (30%) – Critical analysis of relevant models and theories
Argument (40%) – Development of a sound and convincing argument. Clear conclusions based on a critical analysis of the business context and possible alternative strategies
Overall presentation /research (10%) – Presentation, grammar and spelling, structure, reading and referencing (range / breadth and accuracy)
How to analyse Sentiment viz screenshots :
Words highlighted in bold blue italics or bold orange italics are the words being used to estimate the sentiment of a tweet. Blue words are evaluated as-is. Orange words are evaluated as though they are negated, for example, “happy” versus “not happy“.
What Am I Seeing?
Tweets are visualized in different ways in each of the tabs at the top of the window.
- Sentiment. Each tweet is shown as a circle positioned by sentiment, an estimate of the emotion contained in the tweet’s text. Unpleasant tweets are drawn as blue circles on the left, and pleasant tweets as green circles on the right. Sedate tweets are drawn as darker circles on the bottom, and active tweets as brighter circles on the top. Hover your mouse over a tweet or click on it to see its text.
- Topics. Tweets about a common topic are grouped into topic clusters. Keywords above a cluster indicate its topic. Tweets that do not belong to a topic are visualized as singletonson the right. Hover your mouse over a tweet or click on it to see its text.
- Heatmap. Pleasure and arousal are used to divide sentiment into a 8×8 grid. The number of tweets that lie within each grid cell are counted and used to color the cell: red for more tweets than average, and blue for fewer tweets than average. White cells contain no tweets. Hover your mouse over a cell to see its tweet count.
- Tag Cloud. Common words from the emotional regions Upset, Happy, Relaxed, and Unhappy are shown. Words that are more frequent are larger. Hover the mouse over a word to see how often it occurred.
- Timeline. Tweets are drawn in a bar chart to show the number of tweets posted at different times. Pleasant tweets are shown in green on the top of the chart, and unpleasant tweets are shown in blue on the bottom. Hover the mouse over a bar to see how many tweets were posted at the given time.
- Map. Tweets are drawn on a map of the world at the location where they were posted. Please notemost Twitter users do not provide their location, so only a few tweets will be shown on the map. Hover your mouse over a tweet or click on it to see its text.
- Affinity. Frequent tweets, people, hashtags, and URLs are drawn in a graph to show important actors in the tweet set, and any relationship or affinity they have to one another. Hover your mouse over a node, or click on a node to see its tweets.
- Narrative. Selecting a anchor tweetof interest from the tweet list displays a time-ordered sequence of tweets that form conversations or narrative threads passing through the anchor tweet. Hover your mouse over a node or click on it to see its text. Hover your mouse over a link to see all threads that pass through the link, or click on it to see the tweets in each thread.
- Tweets. Tweets are listed to show their date, author, pleasure, arousal, and text. You can click on a column’s header to sort by that column.
- How Do You Estimate Sentiment?
- We use a sentiment dictionary to estimate sentiment. We search each tweet for words in the dictionary, then combine the words’ pleasure and arousal ratings to estimate sentiment for the entire tweet. When you hover your mouse over a tweet’s circle to see its text, the words in our dictionary are shown in bold italics. You can click on a tweet’s circle to bring up a dialog that gives even more information.
Secondary sources to use:
- Digital Marketing – book by Dave Chaffey; Fiona Ellis-Chadwick – 2019
- Web 2.0: Conceptual foundations and marketing issues – Efthymios Constantinides & Stefan J Fountain Journal of Direct, Data and Digital Marketing Practice volume 9, pages231-244 (2008)
- Life in the network: the coming age of computational social science by D. Lazer; A. Pentland; L. Adamic; S. Aral; A.-L. Barabasi; D. Brewer; N. Christakis; N. Contractor; J. Fowler; M. Gutmann; T. Jebara; G. King; M. Macy; D. Roy; M. Van Alstyne 2009
- Exogenous cognition and cognitive state theory: The plexus of consumer analytics and decision-making by Andrew Smith; John Harvey; James Goulding; Gavin Smith; Leigh Sparks 2021
- Marketplace Sentimentsin Journal of Consumer Research by Ahir Gopaldas 2014
- eMarketing: The essential guide to marketing in a digital world by Stokes Rob 2018