Topic: Coursera
Prepare a report for the brand/organisation chosen in assignment 1.
Note: Regarding the choice of brand, it’s crucial to stick with the same brand you analysed in Assignment 1 to maintain consistency and depth in your analysis. However, if you genuinely believe that switching to a different brand will significantly enhance your report, you should consider it. Before making such a decision, it’s advisable to consult with Mia to ensure it aligns with the assignment’s requirements and expectations.
The report should propose a digital marketing strategy that addresses the issues presented in the first assignment.
Note: The report should outline a digital marketing strategy that addresses the issues identified in Assessment 1. In your initial assessment, you identified strategic issues with the chosen brand(s)—there may be one or multiple issues. Whether you choose to focus on a single issue or address all identified issues in your subsequent assessment, it’s crucial to clearly articulate your focus. If you opt to concentrate on one specific issue, explain to your audience why you have chosen this focus, as failure to justify your choice may result in a loss of marks. Conversely, if you decide to tackle all identified issues, ensure that the strategy you propose is capable of addressing each issue comprehensively. Justify how your proposed strategy will effectively resolve the identified problems.
This should incorporate an evaluation of a suitable digital marketing mix and the application of considered digital marketing technologies.
Note: The strategy should provide a thorough assessment of an appropriate digital marketing mix, alongside the strategic use of relevant digital marketing technologies. In formulating your digital strategy to tackle the brand’s strategic issues, a detailed discussion on the digital marketing mix is essential (7P). Moreover, it’s imperative to clearly describe how various digital marketing technologies, such as social media, email marketing, websites, SEO, etc., will be integrated into your strategy. Elaborate on how these technologies will bolster the elements of the digital marketing mix and play a crucial role in addressing the brand’s strategic challenges.
As part of this, and based on the issues identified in Assessment 1, you should include the following:
Specify a set of objectives you want to achieve.
Prior to developing a digital marketing strategy, clearly define your objectives. These should be SMART – specific, measurable, achievable, relevant, and time-bound, directly addressing the strategic issues pinpointed in Assessment 1. Objectives can range from increasing brand awareness to boosting website traffic or social media engagement. For example, to improve brand awareness, set a goal such as ‘Boost brand awareness by 30% in six months by engaging the target audience on social media’.Identify the target market and market segmentation.
Identify the target market and market segmentation.
To create an effective digital marketing campaign, it is important to identify the target market and market segmentation. The target market is the specific group of people that the campaign is designed to reach. This may be based on demographic factors such as age, gender, income, education, or geographic location. Market segmentation is the process of dividing the target market into smaller groups based on specific characteristics such as interests, values, or behavior. By identifying the target market and market segmentation, you can create content and messaging that is tailored to the needs and interests of the specific audience.
Develop two customer personas.
Following objective clarification, identify who your digital marketing strategy will address by developing two customer personas. These personas are crafted from market data and segmentation research, representing your ideal customer profiles. To create these personas, collect comprehensive information on your target market’s demographics, interests, values, and behaviors. With this data, construct detailed personas that embody distinct segments of your market, guiding your campaign’s direction and messaging.
Propose a digital marketing campaign (which must include social media). Apply the RACE framework as part of this.
Once you’ve set your objectives and understand your customer personas, propose a digital marketing campaign that addresses the strategic issues, ensuring social media is an integral component. Utilize the RACE framework to structure your campaign, which encompasses Reach, Act, Convert, and Engage. This model aids in crafting a campaign that spans various channels and customer touchpoints. Implement RACE by mapping out the customer journey and developing tailored content and messaging for each phase. Determine the channels, particularly social media platforms, to effectively reach and engage your target audience throughout their journey.
Summarise the traffic-building metrics and performance evaluation mechanisms you plan to incorporate into your digital marketing.
To ensure your campaign’s success, clearly define the metrics you will track, including website traffic, social media engagement, and lead generation. Use web and social media analytics to evaluate performance. Justify the potential success of your campaign by explaining how these metrics and analytics align with your objectives, demonstrating a direct path to achieving your goals. This strategic approach enables continuous monitoring and optimization, essential for meeting your campaign’s targets effectively.
Common Mistakes you want to avoid (Please note that these are just some examples):
Objectives:
Non-Specific Objectives
Unrealistic Goals
Irrelevance
Target Market and Segmentation
Insufficient Target Market Details
Lack of Clear Segmentation
Irrelevant Segmentation Criteria
Overgeneralization
Segment Justification
Customer Personas
Vague Personas
Persona Differentiation
Connection to Segmentation
Detail Level
Digital Marketing Campaign
Relevance to Audience
Social Media Integration
Integration Across RACE
Strategy Justification
Traffic Metrics and Performance Evaluation
Metric-Objective Link
Monitoring and Optimization Plan
Metric Explanation
Role of Metrics
Marketing criteria
Knowledge & Understanding (25 points)
This criterion evaluates your grasp of digital marketing’s concepts, theories, and practices. To achieve a high score, you must demonstrate a solid understanding of the module’s material, including the ability to effectively utilize theories, concepts, and frameworks within your analysis.
Application (25 points)
Your ability to apply digital marketing concepts to your specific case study is key. It’s about how effectively you can take theoretical knowledge and use it to create practical solutions for the brand you’re working with. This involves demonstrating how digital marketing principles can be tailored to meet the brand’s specific needs and goals.
Critical Thinking (20 points)
You are evaluated on your ability to critically assess information. This means not just accepting information at face value but analyzing and synthesizing it, challenging underlying assumptions, and forming well-supported conclusions. You should be able to critique different digital marketing strategies and propose innovative and potentially more effective solutions based on your analysis.
Reading & Research (20 points)
This measures the extent and depth of your research. You’ll need to show you’ve consulted a range of academic sources and relevant industry data. The focus is on your ability to find and interpret information that supports your analysis and recommendations, demonstrating a thorough understanding of the topic.
Presentation & Style (10 points)
This criterion focuses on the way you communicate your ideas. Your report should be well-structured, clear, and easy to follow. It should adhere to the formal conventions of academic writing, including proper citation and referencing of sources. Additionally, it should be free of grammatical errors and employ a tone appropriate for scholarly work. The goal is to ensure your insights and arguments are presented as effectively as possible.
