LO1:Define digital marketing communications (DMC) and its role in marketing strategy.
2024-06-26 08:18:16
ASSESSMENT BRIEF
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Subject Code and Title
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MKG203:Digital Marketing Communications
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Assessment
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Individual DMC Plan
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Individual/Group
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Individual
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Length
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2000 words (+/- 10%)
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Learning Outcomes
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a) Define digital marketing communications (DMC) and its role in marketing strategy.
b) Demonstrate an understanding of the DMC environment and apply it to marketing planning.
c) Identify the DMC mix and its application in marketing management and planning.
d) Describe the role of data and personalization when developing DMC.
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Submission
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By 11:55 pm AEST/AEDT Sunday of Module 6 (week 11)
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Weighting
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45%
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Total Marks
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100 marks
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Context:
In this assessment, you will develop a ‘real life’ digital marketing communications (DMC) plan for an organization. Imagine you are a DMC consultant for this organization. You will choose an organization and develop a plan for it, engaging concepts and strategies explored in the subject. The idea here is to critically analyze the current DMC approach of the organization to the marketing environment it operates in, and identify DMC strategies you think would improve its performance, supporting this with DMC concepts from the subject and current literature in the field (e.g., could be anything from journal articles, blogs, online guides, YouTube videos, research reports, etc.).The key here is to justify strategy development.
Instructions:
Your task for this assessment is to prepare a report providing:
1. Title page, table of contents
2. A report introduction
3. A brief company introduction
4. Situational analysis: Include digital competitive analysis (two direct competitors) and digital SWOT analysis
Define digital marketing communications (DMC) and its role in marketing strategy.
5. A brief summary of the company’s target marketing, positioning, and branding from a digital perspective and any recommendations for these strategies
6. DMC Objectives. These should be clear and specific about what you want to achieve from the strategies (SMART objectives)
7. DMC Mix plan. This is where you present your recommendations substantiated by research/coursework engagement and reference to best practice.You should consider recommendations for topics such as Website design and Conversion optimization, Search marketing, Email marketing, and Social media and Content marketing, Digital advertising.
8. Evaluation. How will you measure the performance of your strategies? How are you able to measure if the objectives have been reached?
9. Conclusion.
10. Appendix.In the Appendix, you are to select two (2) of the following practical tasks for completion. These should support your ideas presented in the DMC Mix plan. The practical example must be supported with a brief rationale of the strategy.
A website re-design. This could be done using a mock design of the home page or alternatively, you could take a screenshot of the existing web page and annotate your changes on the relevant pages.
- Design and present a short monthly company email newsletter.
- Design a Google AdWords search advertisement.
- Design a Facebook or Instagram advertisement.
- Design a social media post example. This should be a combination of text, image, and/or video.
- Design a social media banner for a specific platform.
Submission Instructions:
- The presentation recommended for this Assessment is REPORT FORMAT.
- Student Identifier (Name and Number) should be included on the title page and page numbers should appear on each page of the document.
Demonstrate an understanding of the DMC environment and apply it to marketing planning.
- The assessment should be submitted in a form and format that would be acceptable in the business world. All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance.
- Should not be written from a 1st person context, but rather from the 3rd person perspective.
- That is, “I, we, my, our” are not acceptable;
All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles;
- Should include a correctly constructed reference list and accompanying in-text citations as per University guidelines (APA Referencing).
- Can use any combination of narrative, point form,diagrams,graphs,tables or images to increase the "readability" of the submission.
Submit one Word or PDF document to Blackboard. The Learning Facilitator will provide feedback via the Grade Centre in Blackboard. Feedback can be viewed in My Grades.
Plagiarised:
Report on Digital Marketing Communications Strategy for [Company Name]
1. Title Page
- Title: Digital Marketing Communications Strategy for [Company Name]
- Prepared by: [Your Name]
- Student Identifier: [Your Student ID]
- Date: [Submission Date]
2. Table of Contents
- Title page
- Table of contents
- Introduction
- Company Introduction
- Situational Analysis
- Digital Competitive Analysis
- Digital SWOT Analysis
- Definition and Role of DMC in Marketing Strategy
- Target Marketing, Positioning, and Branding
- DMC Objectives
- DMC Mix Plan
- Website Design and Conversion Optimization
- Search Marketing
- Email Marketing
- Social Media and Content Marketing
- Digital Advertising
- Evaluation
- Conclusion
- Appendix
- Website Re-design
- Company Email Newsletter
- Google AdWords Search Advertisement
- Facebook/Instagram Advertisement
- Social Media Post Example
- Social Media Banner
- References
3. Introduction
This report outlines a comprehensive Digital Marketing Communications (DMC) strategy for [Company Name]. It includes an in-depth analysis of the current market situation, a clear definition of DMC and its importance, target market positioning, and a detailed DMC plan. The goal is to enhance the company`s online presence, engagement, and conversions through well-researched digital marketing tactics.
4. Company Introduction
[Company Name] is a [brief description of the company, e.g., a leading provider of eco-friendly consumer products]. Established in [year], the company has grown to become a significant player in the [industry]. It is known for [unique selling points or key products/services].
5. Situational Analysis
Digital Competitive Analysis
Identify two direct competitors:
- Competitor A: Describe their digital presence, strengths, and weaknesses.
- Competitor B: Describe their digital presence, strengths, and weaknesses.
Digital SWOT Analysis
- Strengths: Identify digital strengths such as a strong social media presence or advanced e-commerce capabilities.
- Weaknesses: Highlight areas of digital weaknesses like poor SEO performance or a lack of mobile optimization.
- Opportunities: Identify opportunities in the digital landscape such as untapped social media channels or growing demand for online services.
- Threats: Discuss threats such as increasing competition in digital advertising or changes in digital regulations.
6. Definition and Role of DMC in Marketing Strategy
Digital Marketing Communications (DMC) involves the use of digital channels to communicate with target audiences, promote products/services, and build brand awareness. DMC plays a crucial role in modern marketing strategies by enhancing customer engagement, providing measurable results, and allowing for targeted marketing efforts.
7. Target Marketing, Positioning, and Branding
From a digital perspective, [Company Name] targets [specific market segments, e.g., environmentally conscious consumers aged 25-45]. The brand is positioned as [unique value proposition, e.g., a leader in sustainable products]. Recommendations include refining the brand message to emphasize [specific digital touchpoints, such as sustainability efforts on social media].
8. DMC Objectives
- Increase website traffic by 20% within six months.
- Improve social media engagement by 25% within a year.
- Achieve a 15% conversion rate from email marketing campaigns within six months.
9. DMC Mix Plan
Website Design and Conversion Optimization
- Recommendations: Improve user experience (UX) by enhancing website navigation, optimizing for mobile devices, and implementing A/B testing for key landing pages.
Search Marketing
- Recommendations: Invest in SEO to improve organic search rankings and utilize Google AdWords for targeted search engine advertising.
Email Marketing
- Recommendations: Develop personalized email campaigns using customer segmentation and automation tools.
Social Media and Content Marketing
- Recommendations: Create a content calendar, use high-quality visuals, and leverage influencer partnerships to boost social media presence.
Digital Advertising
- Recommendations: Use targeted ads on platforms like Facebook and Instagram to reach specific demographics and retarget website visitors with display ads.
10. Evaluation
- Key Performance Indicators (KPIs) for measuring success include website traffic, conversion rates, social media engagement, email open rates, and return on ad spend (ROAS). Tools such as Google Analytics, social media analytics, and email marketing software will be used for tracking and evaluation.
11. Conclusion
The proposed DMC strategy aims to enhance [Company Name]`s digital presence, increase customer engagement, and drive higher conversions. By implementing the outlined tactics and continuously monitoring performance, the company can achieve its marketing objectives and maintain a competitive edge in the digital landscape.
12. Appendix
Website Re-design
- Provide a mock design or annotated screenshot of the homepage with suggested changes.
Company Email Newsletter
- Design a sample monthly newsletter with sections for company news, product updates, and customer testimonials.
Google AdWords Search Advertisement
- Create an example of a search ad with relevant keywords, ad copy, and call-to-action.
Facebook/Instagram Advertisement
- Design an ad with visuals and text tailored to the platform’s audience.
Social Media Post Example
- Create a post combining text, image, and/or video, designed to engage followers.
Social Media Banner
- Design a banner for a specific platform, such as LinkedIn or Twitter, that reflects the company’s brand identity.
13. References
- Include all sources cited in the report using APA referencing style.
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