MBA631 : Digital Marketing and Communication Channels - IT Assignment

Internal Code : MAS4681

IT Assignment

Question : choose TWO digital marketing tools that would meet the needs of the company.You may have to conduct further investigation on how to implement each of these as we will not be going over the detailed ‘how-to’ instructions in class.

• SEO/Analytics: The essential idea of SEO and Analytics is to experiment with changes to the client’s website to improve the website’s visibility in a search engine’s “natural search” results. The changes may include, but not be limited to: change title, add meta tag description, rewrite documents using key words, change website structures. Metrics are available to determine the performance of any changes. For example, take a screen shot of the page and make suggestions on what your client should do.
• Search Ad Campaign: Provide an overview of your search ad campaign, such as budget, keywords you plan to use, and targeted audience. (e.g., https://adwords.google.com/KeywordPlanner). Use web analytic tools to research appropriate key words. Discuss how you plan to measure the results of your search ad campaign.
•  Mobile Marketing: This strategy can include the use and development of a QR Code, creating the justification around the development of a mobile app and what it would do for the company, location-based mobile marketing, beacon/proximity marketing, etc. Choose one in this category that would align with the company’s objectives.
• Email Marketing: This includes choosing an email marketing platform (e.g., Mailchimp) and putting together an email marketing campaign suitable for the company. This could include a ‘drip campaign’ which would include the copy for a series of 3 emails.
•  Social Media Marketing: Describe your social media marketing efforts so as to demonstrate your creativity, ability to execute, and an understanding of the data needed to evaluate your implementation. First, recommend the social media platforms your client should use. Then, recommend the specific tasks that your client could implement using those platforms. Here are some examples of what you can do and what type of information to provide in your report. These are only illustrative suggestions. Use your creativity in coming up with others.

a. If you recommend blogging on certain topics, write 3-4 blog entries. Include them in your in your report and explain why they would be helpful in implementing the proposed strategy. b. If you recommend creating a Facebook page, describe the content you are planning to create to engage the targeted audience. Include examples of such content in your report and describe how they would be helpful in connecting with customer segments. If you want to use Facebook advertising, provide a summary of the proposed advertising campaign, sample ads, and predicted outcomes (e.g., click-through rates). c. If you recommend tweeting, provide the text for at least three (3) tweets as examples and explain why they could engage targeted customers. Discuss the hashtags you would use to connect with “influencers” and any proactive actions you might take to latch on to “trending” hashtags. d. If you recommend posting a YouTube video, create the video (3-5 minutes), post it on YouTube and report information about projected views and expected comments over time. Discuss optimisation of your video and precisely how it could go viral. e. If you recommend other social media tools, such as using Pinterest, Instagram, Tumblr, snapchat, etc. provide rationales for so doing. Illustrate the content you would make available on those platforms.