R/508/0538 - Multi Channel Capabilities in An Organisation - Evaluate Methods of Monitoring - Digital Marketing Assignment Help

Assignment Task :

Learning Outcomes: (R5080538)

LO1 Demonstrate an understanding of the opportunities, challenges, and impact of the digital environment

The digital environment:

• Define what we mean by digital marketing providing an overview of the digital landscape.

• The differences between online and offline marketing concepts.

• Describe the key benefits of digital marketing.

Opportunities for digital marketing:

• The importance of customer insight and understanding in developing effective digital marketing activities.

• Rise of online consumer power.

Challenges and impacts of digital marketing:

• The shift from brands and suppliers to customers and their experience of the brand.

• The impact of negative publicity and meeting customer expectations in the digital age.

• How to track and monitor the multitude of different devices used by customers.

• The competitive environment and rising above the ‘noise’.

• The growth of ‘micro-moments’ and their impact on business.

LO2 Examine key digital tools, platforms, and channels, comparing and contrasting bricks and mortar and other physical channels

Digital tools, platforms and channels:

• The use of digital platforms and the internet for revenue generation.

• The role of digital marketing communications in relation to the 7Ps.

• Different types of digital tools and digital hardware to support and enhance marketing.

• Consumer life-cycle stages of digital adoption.

• The growth of online transactions and e-commerce.

• The role of different automated and non-automated sales and support activities.

LO3 Determine how to organize digital marketing activities and build multi-channel capabilities in an organization

Digital marketing activities:

• The opportunities and challenges of a digital hardware landscape and the development of multi-channel platforms and online interchanges.
• Digital marketing campaign planning.
• The use of omni-channel marketing to ensure the consistency of the consumer experience in every aspect.

???????LO4 Evaluate methods of monitoring and measuring digital marketing effectively

Monitoring and measuring techniques:

• Measurement of digital campaigns using KPIs, measurable metrics and use of analytics platforms.
• Procedures used for measuring digital campaigns.
• Performance measures using online metrics.
• Populations measures.

Scenario 
You have been recently recruited as a “Digital Marketing Consultant” for a local organization; you may choose an organization of your choice or preferably organization where you work.
In the first meeting with the marketing director of the chosen organization, he has informed you that the organization always relied on traditional marketing strategies such as advertising in local and national newspapers, editorials in specialist magazines and advertising campaigns through FM radio. He has noticed that due to a paradigm shift in marketing strategies from traditional to digital, the old strategies are not bringing expected results and the sales are going down every year.
He wants to have a digital marketing presence of the organization besides traditional and has given this task to you to design a comprehensive digital marketing campaign for them.
The campaign should include servicing multiple devices, linking of analytics across the different channels to measure and evaluate success, the use of marketing metrics for specific channel traffic, and how to identify customers and personalize their experiences using marketing analytics.

Part 1: An overview of digital & traditional marketing:
1. An overview of the digital marketing and comparison of online and offline marketing concepts and analyze the factors that contributing digital marketing growth;
2. Analyze the challenges the chosen organization might have to face while switching to digital marketing;
3. Assess and critically analyze the key digital tools & platforms available to marketers as compare to physical channels.
4. Examine & critically analyze the digital marketing landscape and the impact of the growth of e-commerce.
5. An explanation of how and why omni-channel marketing has developed.
 

Part 2: Digital Marketing Plan:
1. Develop a coherent and logical digital marketing strategy and determine its implications. Generate an actionable measurement framework that can be applied in
the context of the chosen organization.

2. Justification of the chosen multi-channel capabilities to be used, and how they will optimize consumer engagement and return on investment (ROI).
3. Using data to inform and develop customized and personalized products and services.
4. Actions to be implemented to improve the effectiveness of digital marketing using performance metrics and critically evaluate it.

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