Conduct SWOT analysis to identify the host company’s 1) strengths of the current digital marketing strategy (what the company does well),
2) weaknesses (areas where marketing efforts are most needed),
3) opportunities (channels/tactics/content ideas that can give the company a competitive advantage),
and
4) threats (factors that may impact on the success of the digital marketing, like FB algorithm change, for example). By the end of your analysis, you should have a clear idea of which channels you want to continue using, and which (if any) you’d like to remove from your strategy. Your analysis should also include a set of actions needed to address identified weaknesses and opportunities. This is an individual assignment that builds a foundation for the final team-based assignment – Digital Marketing Campaign Proposal and Presentation.
Assignment roadmap
*Based on the following
industry resources:
1) Ultimate guide to marketing strategies & how to improve your digital presence by Hubspot and 2) Social media SWOT analysis: What it is and how to do it by Sprout Social.
Step 1. Briefly introduce the company, including the nature of business, current digital marketing channel mix, target markets. Outline the purpose of the report and key focus areas.
Step 2. Apply SWOT to evaluate the performance of existing digital channels. Your analysis should include the following:
Which channels the company most active on? Which channels perform best in relation to the company’s product/service, marketing goals and target markets?
Identify strengths: what sets the company’s digital/social media strategy apart from the competitors? Which posts/tactics/CTAs are top-performers? If applicable, you can conduct social media searches (via Social Searcher, for example) to find out what customers are saying about the brand.
Identify weaknesses: Which channels is the company struggling with in terms of reach, engagement and desirable actions? Pay attention to the content types, CTAs, frequency of posting, and creative elements. You may also want to look at the website performance, ranking on Google, hashtag use, etc. Based on the company’s target markets and buyer personas you created in Assignment 1, identify any gaps in the current content. For example, if the company’s goal is brand engagement, evaluate the content according to which pieces generated the most engagement across the company’s channel mix.
Identify opportunities: What could have been done better in terms of reach, engagement or lead generation? Do you see any opportunities based on customers’ Google/Facebook reviews, comments on social media? What specific metrics do you want to improve? Does the company take full advantage of the existing channels to communicate its product/service to its target markets? Do you see any possibilities to introduce a new digital or social media channel or cooperate with an influencer, or provide customers with a different type of content?
Look at the company’s competitors and industry trends.
Identify threats: Threats can be difficult to predict and control, however based on current developments and historical data you may want to look at changes in social media/Google algorithms, industry trends and initiates, the current market conditions, market predictions for the next five years, etc. In this case, you’ll be able to determine if the current DM strategy needs some adjustments.
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Step 3. Based on your SWOT analysis, summarise gaps/issues that need to be addressed in the digital marketing strategy (Assignment 4).
Step 4. Based on your findings and the gaps you’ve identified, outline at least 3 action-orientated recommendations. Evaluate and justify the best solutions to help the company address the gaps (weaknesses and opportunities) as well as incorporate the channels/tactics that work best for the business.
Format and submission details
Your analysis is expected to be between 1500 and 2000 words (it’s acceptable to be 10% above or below the word limit), and should be submitted via Canvas (1.5 or 2.0 spacing, 12-point Times New Roman font, standard 2.5 margins on all sides). You can include supporting figures and/or tables referenced in APA 7th in the body of your report. If you’d like to provide additional supporting data, please use Appendices. The word limit does not include tables, the cover or title page, table of contents, reference list, or any appendices. It is acceptable to be 10% above or below the word limit. Submit the file as MKTG 304 Assignment 3_Your Name_Your ID. Submit your answer in Microsoft Word only.
There is no specific template for the assignment. Please use a business report format to structure the assignment. Make sure the assignment covers the following:
The report purpose/scope/background information (step 1)
SWOT analysis (step 2)
Summary of SWOT results (step 3)
Action-orientated recommendations (Step 4)
Instructions:
University login details: username- sli159 password- toffeedog88
Assignment 3 Introduction page:
https://canvas.auckland.ac.nz/courses/61748/assignments/215685
– Please visit this page for information on the Assignment host company and guidelines)
Assignment 3 Guide:
https://auckland.zoom.us/rec/play/cWwIawsy7r_jd2zOBaKIEANsp3XmpUMMR7OeXsKPE7aBMUwGsRHtqbVcte_5SqKgtswhtXtjNjE6i8U7.DrZRL_nLnAiWOT7N?
startTime=1619481934000&_x_zm_rtaid=M_7zw3GfSt2hzgUu8jUmQA.1621920828182.c02215b5cc2eb0a8f95fdc0c4cb75cd6&_x_zm_rhtaid=478
Assignment 3 “A+” report example:
https://canvas.auckland.ac.nz/courses/61748/pages/assignment-3-a+-report-example?module_item_id=1144800
Assignment 3. FAQ:
https://canvas.auckland.ac.nz/courses/61748/pages/assignment-3-faq?module_item_id=1070102
