MOD006876 - Digital Marketing Strategy for Business Assignment

Assignment Task

Question

Create a digital marketing strategy featuring two pieces of sample online content for a business you have chosen. Your business should be:

• A SME
• An e-commerce business selling products online – g., shoes, clothes, tools, stationery, books etc.
• Ideally one you are familiar with as a customer or employee.

Select one of the services they offer and set an achievable marketing objective that will deliver Return on Investment for the business. Develop a plan for achieving your objective, along with supporting content. The content may include text, images or videos. Your work should use the theory and principles learnt while studying on the module to explain how you will ensure that this content will reach your intended online audience and in turn drive traffic to a website to generate measurable interaction, response and sales.

Your strategy should be submitted as a report featuring:

1. Introduction 

2. Analysis and Objectives 

3. Target Audience – Persona and Journey 

4. Channel Selection and content plan 

5. Sample Creative Content

6. Measurement and Data 

7. Conclusion

You can assume that there is a budget of £5000 to cover advertising costs for the campaign. Your strategy should include activity that can realistically be achieved within that budget. You are not however expected to detail all your advertising costs or provide a detailed costings spreadsheet.

The report should include:

• An audience persona bringing the audience to life
• A customer journey showing how you can communicate at different stages
• Two (2) pieces of example content – this could include Ads, blog posts, videos, e-books, web pages or any other creative elements that will help your campaign achieve its objectives
• A content plan showing how the strategy will be delivered across the period.

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