1. Devise a digital marketing strategy for your campaign. (Refer to figure 4.5, page 147
or ch4, slide 9)
a. Where are you now? (Situation analysis)
i. Customer Insight
\u25aa Who are your followers?
\u25aa What marketing content do your visitors specifically like?
\u25aa What part of your content does your audience like?
ii. Competitor Analysis
1. How good are your competitors\u2019 websites?
2. How good are your competitor\u2019s social media platforms?
3. What social content works for your competitors?
4. What are people saying about your competitors?
iii. Conduct a e-Marketing SWOT analysis for your business (At least 3 points for each
element\/factor). After completing SWOT analysis, think about the results and act
accordingly, how can a SWOT analysis help your business?
Note: you can use any free online Sentiment Analysis tools to evaluate your e-Marketing
presence (ex: https:\/\/www.similarweb.com).
2
b. Where do you want to be? (Business objectives)
c. How are you going to get there? (strategy)
i. Strategies to achieve each objective
d. How exactly do you get there? (tactics)
e. Who does what and when? (actions)
f. How do you monitor performance? (control)
2. Summaries the marketing mix best suitable for your campaign. (Refer to ch5)
a. Product variables
\u25aa Is our product online-only or a physical product?
\u25aa What are the extra services around the product?
\u25aa How to design your online delivery?
\u25aa What features to include?
\u25aa The quality of the online product?
\u25aa Customer reviews
\u25aa Branding
b. Price variables
1. Use low prices to gain a customer base.
2. Do we offer different pricing for different audiences? Ex: new customers could
automatically be given discounted purchases for the first purchase.
3. Pricing options that could be varied online: discounts, basic price, refund policies
and order cancellation terms.
c. Place variables
1. What are the marketing channels used?
2. Are you using the right marketing channels?
3. Am I using all the channels my target audience wants to use?
3
d. Promotion variables
1. What are the Promotion elements\/communications Tools work for our sales?
2. What is our approach to content distribution?
3. What are our promotional goals?
e. Process variables
1. Tracking processes and the performance of the overall system
2. Delivering customer services
3. How can you implement relationship marketing for your campaign? (Refer to ch6)
a. Could you create a virtual community? And how does it help the relationship marketing.
b. Could you use digital media to support customers\u2019 advocacy? And how?
1. Permission marketing
2. Personalization
3. Using digital media to increase customer loyalty
4
Important instructions and Notes
Part 1 Due 10\/15\/2021 5 Marks
Part 2 Due 11\/12\/2021 10 Marks
Part 3 Due 12\/17\/2021 10 Marks
1. This is an individual work.
2. You will submit online through blackboard.
3. A cover page is required for each submission, one mark will be deducted if there is no
cover page.
4. The submitted document needs to be structured as follow: a cover page, assignments\u2019
requirements\u2019, then your answers. without these instructions.
5. The assignments parts will be each submitted on a different date.
6. The reference list, a minimum number of 10 references and citations is required, and you
must use APA referencing style.
\u2022 Quotations must be cited to its resources.
7. The paper styles:
\u2022 The format of the paper needs to be introduction, main body and conclusion.
\u2022 Your work needs to be consistent in terms of style, tone and appearance.
\u2022 Font size: 12.
\u2022 Font type: Times New Roman,
\u2022 Page are numbered.
\u2022 1.5 spacing between lines and paragraphs.
\u2022 Left alignment.
8. Entire project word count, around 2500 words.
9. You must check the spelling and grammar mistakes before submitting the
assignment. You can ask someone to proofread your work or use online tools.
10. Up to 20% of the total grade will be deducted for providing a poor structure of assignment.
Structure includes these elements: paper style, free of spelling and grammar errors.
11. In case of any questions, please refer to your instructor. <\/p>\n","protected":false},"excerpt":{"rendered":"
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