BS3012-Digital Marketing Activities & Practices - Management Assignment Help

Assignment Task

Task 

Individual Portfolio Assignment Brief
Students will compile a portfolio throughout the module that showcases their digital marketing knowledge. Students must complete 3 portfolio tasks & will be briefed on each task as the module progresses. The tasks will be closely related to workshop activities & discussions, & may require students to analyse case study data, critique digital marketing campaigns/activities, critically discuss ethically problematic digital marketing practices, make strategic recommendations &/or reflect on their learning.

Portfolio Task 1 – Website Usability
Your client is the UK supermarket Tesco, which sells its own affordable clothing range under the brand name ‘Florence & Fred’ or ‘F&F’. F&F sells womenswear, menswear, kidswear & babywear in Tesco stores, & although they do not sell these items online the F&F webpage allows consumers to browse the product range. Tesco is looking to improve the UX of the F&F clothing webpage.

• Applying your knowledge of website usability and optimisation, provide three recommendations for improving the website’s UX. Your recommendations must be specific to the F&F section of the website only, rather than the wider Tesco website. You can recommend changes to the design, structure, &/or content of the webpage, & you are expected to clearly explain & justify each recommendation.
• Explain how the client can assess whether these recommendations have been effective once implemented, identifying relevant website metrics for the company to monitor & justifying your choices.

Task 2 – Search Advertising
Your client is Canopy & Stars, a website where consumers can book treehouse glamping holidays in the UK & Europe. Their primary customers are couples aged 25- 45, based in the UK, who are looking for a romantic, relaxing, &/or unusual holiday.
The company tops, or is near the top of, the organic search listings for searches such as ‘treehouse holiday’ & ‘treehouse holiday UK’. However, they would like to drive more traffic to the website by running search advertisements for less direct searches in order to reach individuals who are looking for romantic, relaxing & or unusual UK holidays more broadly.
Their goal is to drive traffic to the website & ultimately to increase bookings of their UK-based treehouses as cost-effectively as possible.

The company has chosen to bid on the following keywords:

• romantic getaway uk
• romantic weekend getaway uk
• romantic weekend break uk
• unusual romantic weekend breaks uk The client would like you to deliver the following:
• Design one search advertisement that can be used in conjunction with the company’s chosen keywords, explaining & justifying your design. You can either write out your ad, adhering to the character limits outlined below, or you can create a mock-up of your ad using the tools linked below.
• Specify which landing page your ad will send the searcher to, justifying your recommendation.
• Recommend at least one ad extension for your advertisement, justifying your choice(/s).

Task 3 – Influencer Marketing
Your client is Rent the Runway, one of the largest fashion rental companies in the US.
The company focuses on designer clothing & its customers are motivated by the opportunity to wear and experiment with high-end fashion in a more cost-effective way by renting rather than purchasing. Clients can rent items for special occasions, but can also rent work clothes, weekend wear, or holiday clothing. Rent the Runway is launching its service in the UK in summer 2022 & is planning to use influencer marketing to promote its service to its target audience (UK-based 25- to 35-year-old women interested in high-end fashion). They’d like the campaign to drive their target audience to the Rent the Runway website to sign up for a discounted trial of the service, which they will be offering from June – August 2022 to support the influencer marketing campaign. The client has a budget of £50,000 for the campaign.

The client needs assistance in selecting influencers for the campaign and would like you to:

• Explain what influencer type(/s) (celebrity, mega, macro, micro or nano) the company should use in their campaign, justifying your recommendation.
• Recommend one suitable social media influencer for their campaign, justifying your choice.
• Provide two recommendations for influencer marketing best practice that will help the client to maximise the effectiveness of their campaign and/or avoid any negative outcomes (i.e., what practices should the client engage in or avoid when working with these influencers, and why?)

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