Capstone Project - Digital Marketing Strategy and Plan - Assignment Writing Help

Internal Code: 3EJD

Digital Marketing Strategy and Plan

Task: Company Selection Select a company of your choice. The company must have a website. The company would preferable be a B2C company. If your chosen company offers multiple brands and multiple products, please choose only one brand/product of that company for this project work. It will be good if you have or can obtain administrative/ editorial access to the company’s digital assets e.g. website, Facebook page, Google Analytics, etc. However, this is not mandatory. Project Synopsis Prepare a Project Synopsis for the company you have selected. The Project Synopsis should cover 1. Brief profile of the company 2. Primary marketing objective(s) of the company 3. Target customer segment(s) with details of customer characteristic 4. Market competition structure Search Engine Marketing 1. Assess the applicability of search engine marketing for the company you have selected. Justify why search engine marketing would be a good marketing strategy for the company. If not, explain why not. 2. Assuming that search engine marketing would be effective for the company, plan for search engine marketing. The plan should include a. Campaign structure b. Appropriate set of keywords and match types to be used. Use AdWords Keyword Planner c. Evaluate use of generic, brand and long tail keywords in search campaign 3. Decide a budget and a starting bid price for the keywords for the search campaign using keyword planner 4. Decide use of appropriate ad extensions 5. Decide use of keyword insertion and ad optimiser 6. Set up a search campaign based on the planning done. If you do not want to spend money on the campaign, you can set up the campaign and pause it. If you want to spend money on the campaign, you can run the campaign for the period you want. You need to arrange for funds in case you decide to run the campaign. Search Engine Optimisation 1. Using AdWords keyword planner and associated justifications, define appropriate meta title and meta description for at least 3 pages (one of which must be the home page) for the website of the company you have selected. 2. Write an SEO friendly content for the home page of your website. 3. Generate sitemap for the website. Identify if there is any use of robot.txt for your website. 4. Search and identify suitable bloggers who can write about your business and may provide do- follow backlinks to your website. Social Media Marketing 1. Assess the applicability of social media for the company you have selected. Suggest the most appropriate social media/s (Facebook, Instagram, Twitter, LinkedIn, etc.) giving reasons. 2. Set up a regular post calendar for 3 months on any one social media that you have selected. In case the social media allows multiple types of creative formats (album, carousal, canvas, video, etc.) and multiple types of entities (e.g. posts, offers, events, etc.) identify the most suitable entity and the corresponding creative format (depending on availability and suitability). 3. Decide at least 2 campaign objectives (brand awareness, website traffic, lead generation, etc.) that would be suitable for the company that you have selected. Justify your decision. 4. Set up appropriate targeting on location, device, demographics, interest and behavior. 5. Define the appropriate placements (e.g. Facebook, Instagram, Audience Network, Messenger in Facebook) justifying your rationale. 6. Explore and implement any additional widgets like Twitter Cards. 7. Decide budget and schedule for your campaign. 8. Proceed step by step setting up the social media campaign taking screenshots as you go along. If the social media allows setting up the campaign without credit card or if you are willing to provide your credit card details, you can complete the set up. Remember to pause the campaign immediately after set up if you do not wish to run it. If you are not willing to give your credit card details and the social media platform does not allow the set up without providing credit cards, please provide the screenshots up to the point before saving the campaign. Display Marketing 1. Define your campaign objective and campaign focus for different display ads that you may adopt for marketing communications of the company you have selected. Explain how your display campaign objective(s) and campaign focus are in line with your marketing objective(s) of the company. 2. Write down the different types of targeting you can do for the display advertising of the company you have selected. 3. Please choose suitable targeting for your display ads and accordingly choose budget and bidding strategy for your display ads of the company. Also select appropriate campaign objective. Justify your selection for all of the above. Note: You may (should) choose multiple types of targeting for your display ads of the company you have selected. You may also choose multiple display ads. 4. Set up display campaign based on the above planning. 5. Take screenshots of the various steps taken to set up display campaign using AdWords. Video Marketing 1. Create a YouTube channel for the company you have selected. 2. Upload few videos in the channel with relevant information for YouTube search optimisation. Please share the video link and the screenshot of creator studio. 3. Justify whether an in-stream or discovery ad would be suitable for the company chosen. If you think both are suitable, state which of the videos you have uploaded would you like to place for in-stream ad and which one for discovery ad. Justify. 4. If you think in stream video ad is suitable, set up an in-stream video ad using one of the videos. 5. If you think discovery video ad is suitable, set up a discovery video ad using one of the videos. 6. If you wish to monetise your videos and your channel, explain how you plan to do this. Conversion Tracking 1. Define business objectives, online conversions and monetary value (if applicable) that you would like to measure for the business selected. 2. Show set up of conversion in AdWords and Facebook by generating AdWords tags and Facebook pixel. 3. If you have access to the website which you have chosen for your project, you may attempt or take a programmer’s help to set up AdWords tag and Facebook pixel. This activity is optional. Re-marketing/ Re targeting 1. Define your business objective and re-marketing/ re-targeting audience aligned to the business objective. 2. Generate re-marketing tag in AdWords and Facebook pixel. 3. If you have access to the website which you have chosen for your project, you may attempt or take a programmer’s help to set up AdWords re-marketing tag and Facebook pixel. This activity is optional. 4. Set up appropriate rule based and tag based re-marketing lists in AdWords and suitable re-marketing list (audience) in Facebook 5. Set up a search campaign using the re-marketing lists that you have set up. Justify whether you intend to use observation or target based re-marketing. 6. Set up a display campaign using the re-marketing lists that you have set up. 7. Set up a video campaign using the re-marketing lists that you have set up. 8. Set up a Facebook re-targeting campaign using the audience lists that you have set up. e-Mail Campaign 1. Set up an email campaign using popular email tools like Mailchimp, Sendgrid, etc. Integrated Digital Marketing Strategy and Plan 1. Define an integrated digital media strategy for the organisation that you have selected. 2. The integrated digital media strategy should contain a. Selection of appropriate media b. Budget allocation for each media and rationale for the same c. Budget allocated for managing digital marketing services i.e. creating, managing and monitoring campaigns.