Selecting a Target Market and Creating Targeted Messaging

2. What are some strategies for developing messages for the target market?

3. Why is this a critical step when developing a marketing campaign? 

4. What is the importance of the GA (Google Analytics)?

5. How and why it should be set up the GA?

Due Thursday  05/16/2019

Wk 3 - Marketing Plan Phase I (See Grading Guide Marketing Plan Phase I)

Introduction:  you will create a new company/product and develop a digital marketing plan for the course. You will generate an idea for a new product that will include a description of the industry, competition (if any), and the product itself.  you will narrow it down to one final product. 

Create a 10- to 12-slide Microsoft® PowerPoint® presentation with speaker's notes in which you:

· Include the team member's name and each of the product ideas they developed.

· Determine which product you want to use as the final product, describe why you selected this product versus the others, and include a description of the product.

· Define a target market with segmentation criteria for your product.  

· Create a digital advertising strategy, including two sample banner ads and a mock landing page.  

· Create three mock web ads, with specifics about where they will be placed, along with a budget for a two-week advertising campaign. 

Due Thursday  05/16/2019

Wk 3 - Website Marketing KPI

Select a website of your choosing that sells products or services. (Electrical Contractor Company)

Note: You will use this website for both the Week 3 and 4 individual assignments. 

Research the company to gather additional information (e.g., via an annual report or investor relations site).

Write a 1,050-word analysis of the website in which you complete the following: 

· Determine who the assumed target market is for the website.

· Evaluate the website according to the manner in which the products or services are being sold (e.g., keywords, website structure, web links, product descriptions, messaging, chats, blogs, banner ads, pop-ups, shopping cart structure).

· Describe how well you think the website will resonate with the assumed target market, and why.

· Recommend structural, design, and content updates that could be implemented to improve website performance and customer satisfaction.

· Propose key performance indicators (KPIs) and metrics that can be used to evaluate your proposed updates and determine whether they led to performance improvements. 

Course Textbook

Dodson, I. (2016). The art of digital marketing: The definitive guide to creating strategic, targeted, and measurable online campaigns. (1st ed.). Hoboken, NJ: John Wiley & Sons, Inc.

Chapter 4

Chapter 9

Electronic Reserve Readings