Comparing Competitors' Digital Strategies
Assignment: Comparing Competitors' Digital Strategies
Digital marketing includes many tools such as e-mail, blogs, wikis, websites, social media, and mobile applications. It also includes content which can be written, visual, video, and oral, as well as static or interactive. Your digital strategy can be enhanced through the use of strategic partnerships and affiliate marketing. For a digital marketing strategy to be successful, the channels, content and tactics must work together to yield the highest return on investment (ROI).
For this Assignment, you use an analysis template to analyze the digital marketing strategy of an organization.
To prepare
Review this week's Learning Resources.
Review the Organization Profiles, provided in this week's Learning Resources. Select one of the organizations on which to focus for this Application Assignment.
Think about the digital marketing strategy of the organization that you selected. For example, consider the following:
Types of digital strategies being used
Target audience
Digital channels being used
Interaction with target market
Consider how you might assess the organization's competitive position against other organizations. For example, how might you measure the effectiveness of your digital marketing strategy against that of your competition?
Complete the Week 6 Assignment Template to analyze the digital marketing strategy of the organization that you selected. Use the space at the end of the template to summarize your analysis. Your completed Application Assignment should be 3–4 pages.
Submit by Day 7 your completed Week 6 Assignment Template. Include a summary of the analysis of your company's digital marketing strategy. Be sure to address the following in your summary:
Are these business to consumer or business to business strategies?
Who are they targeting (demographic profile) for their products or services?
What channels and content are being employed, and how well do these fit together?
How interactive with prospects and customers are each of the companies?
As a result of your analysis, what changes might you consider for your digital marketing strategy?
What measures of effectiveness and ROI should the organization be using? Why?
Use APA format to provide specific references to any resources.
Reading Resources:
Venkatesan R., & Gibbs, S. (2013). Paid search advertising. Harvard Business School Press. Retrieved from https://cb.hbsp.harvard.edu/cb/pl/27653583/27653514/7a6b8f4097fed05eeaf08616fea6e83a
Google. (2014). Conversions: Attribution modeling overview. Retrieved from https://support.google.com/analytics/answer/1662518?hl=en
Google. (2014). Welcome to the analytics help center. Retrieved from https://support.google.com/analytics/?hl=en#topic=3544906
Google. (2014). YouTube analytics basics. Retrieved from https://support.google.com/youtube/answer/1714323?hl=en
Twitter. (2014). Analytics. Retrieved from https://analytics.twitter.com/about
WolframAlpha. (2014). Wolfram|Alpha personal analytics for Facebook. Retrieved from http://www.wolframalpha.com/facebook/
Document: Week 6 Assignment Template (Word document)(listed below for your convenience)
Organization Profiles
Organization A
Organization A is an online retailer specializing in skincare products for men and women. The skincare product line is considered to be of high quality and successfully competes with many brands including Clinique and Kiehl’s, found in upscale department stores
The company has been in business for 10 years and is faced with continual competition from online companies as well as traditional brick-and-mortar retailers with an online presence. As a result, Organization A must find digital marketing tactics that can effectively compete with companies whose budgets may be larger, the same, or smaller than their budget. Organization A is faced with the need to grow the sales of its products in order to fund the development of new products and realize the profit goals set forth by management.
Organization B
Organization B is an online retailer catering to the triathlete. The store offers a full line of products to support the training and competition of triathletes. Competing with other specialized companies as well as general sports retailers, Organization B needs to find a market segment or niche that permits it to provide value and service at a competitive price. Recently, web traffic to its website has been down from the same period last year and visitors appear to be spending less time on the site and the average purchase amount has also decreased. Organization B competes with national chains such as Dick’s Sporting Goods and online companies such as Roadrunner Sports.
Organization C
Organization C is a relatively young company competing against established competitors in hurricane protection equipment for homeowners. Organization C targets the do-it-yourself homeowner in states where hurricane threats exist. Its product line and pricing is competitive with full service, locally-based manufacturing and installation companies. Organization C needs to create awareness in the market place and to increase its sales volume. Big box retailers, such as Home Depot, offer some of the products available through Organization C, but does not offer the customization or product line depth of Organization C.
Organization D
Organization D is a non-profit pet shelter and adoption facility. Locally funded and managed, it does not specialize in particular breeds of dogs and cats. Up until now, it has relied upon word-of-mouth to generate interest in the fostering and adoption of its pets. The shelter is a ‘no-kill’ facility and so it continually faces capacity issues (i.e. one adoption opens one kennel for a new animal.) The shelter wants to expand its reach, increase its donor base and expand its capacity.
Instructions:
Complete this template based on the organization you selected. Use the space at the end of this document to summarize your analysis. Your completed Assignment should be 3–4 pages.
Organization Summary | |
Organization Name |
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Target Market |
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Likely Demographic Profile of this Key Segment |
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Digital Marketing Practices Using a search engine (e.g. Yahoo, Bing, Google, etc.), search for digital marketing practices for the organization you selected. Record the URLs (web addresses). |
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Social Media Strategy Often the trade press writes online articles (i.e. content) about companies and their strategies. Search for the social media strategy of the organization you selected, and provide a 2–3 sentence summary using APA guidelines for identifying websites. |
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Social Media | URL of Social Media Site | Does the content look and feel consistent with the organization’s website? Explain. |
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YouTube |
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Company/Product blog(s) |
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Other social network sites where company has a presence |
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Public Relations (PR): Perform a search for the organization you selected. | |
How many pages were found in the search? |
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List the URLs of the first 10 sites returned in the search. | Does the content look and feel consistent with the website? Explain. |
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Mobile and Tablet Apps | ||
Name of Mobile or | Screen shot(s) of Mobile or | Does the content look and feel consistent with the website? Explain. |
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Summary:
11 years ago
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