Digital Marketing Project
Digital Marketing for Managers Tutorial Week 5
Dr. Ofer Mintz
Dr. Kaye Chan
Dr. Valeria Noguti
Grading Rubric: Individual part 50 marks
Right medium 24%
Right customers 24%
Right messages 32%
Budget 10%
Measure, evaluate, define success 10%
Common Pitfalls: General Recommendations
Base all details on understanding of customers, company, and competitors: PROVIDE PROOF
Be specific, give detail, be concrete
Use charts, tables, figures to help explain your point
Common Pitfalls: General Recommendations (cont’d)
Simplify
Recommend ideas even if company is not doing them now
Goals: primary goal and focus, or can have minor secondary goal too
Understanding customers (buyers ~ existing customers; non-buyers ~ potential customers)
1 overall target market or 1 target market per channel (internet, social media, and mobile)
Understand their decision process
Unique selling points from customer point of view
What devices they use
What time of day and what days are they most likely to use
Where are these customers (allows geo-targeting)
What are their overall shopping strategies
Common Pitfalls: Recommendations on Marketing Methods
Each student does one single type of method (if Facebook, then same person does not do Instagram)
Why these methods (function of customers)
All based on understanding of customers: target and adjust to customers
Be specific but simply overall ideas
Can include ideas the firm is not doing, consider feasibility
Message
Include the unique selling point in the ad
Include the name of the business
Optimise landing pages
Make ads actionable
Common Pitfalls: Recommendations on Budgeting
Ask for a ballpark figure to base the digital plan
Define and justify how much per method
Consider weekday and time of day
Include how long campaign will run for
Common Pitfalls: Recommendations on Measuring and Evaluating
What is success? Define it
Be detailed
Define how to measure different parts of the digital plan
Evaluate what would make these numbers good or bad
How many new customers/purchases do you need to make money on your digital marketing campaign? You have to calculate. Can ask the firm their profit per customer