Digital Marketing Project
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DigitalMarketingProjectforUTSDigitalMarketin.docxDigital Marketing Project for UTS Digital Marketing for Managers 24729 taught by Dr. Ofer Mintz
Designing Your Digital Marketing Campaign
Your end-of-class paper involves applying your knowledge of digital marketing to a real business. In that sense, it gives you an opportunity to apply the concepts learned in class to a real business scenario. This project will last the entire duration of class. During the early parts, you will identify a business, familiarize yourself with its market and design a digital marketing campaign. At the end of class, you will present your results and write-up the key elements of your campaign in a semester paper.
(a) Completely analyze the brand/product, focusing your analysis on digital marketing concepts and issues covered in this class that you feel are important in justifying your overall strategic marketing recommendations. Non-marketing reasons should be briefly mentioned. Clearly outline your assumptions and thought processes. Remember the 4 major steps in a marketing plan repeatedly highlighted throughout the course.
b) Suggest actions and strategies (on each issue), which you feel would enable the product/brand to improve its market value and position. Clearly outline your assumptions and thinking.
You have considerable freedom to follow your interests. Since the project will require a significant amount of time and effort it is important that you select a product/brand in which you are personally very interested. The main restrictions are that (i) your group needs to decide as a group which firm they want to work with, (ii) the firm your group selects to work with needs to be a smaller firm located in Australia, and (iii) all aspects of your digital marketing plan must be in English.
Some suggestions to increase the probability of generating a very good project are:
1. Start early.
1. Pick something that interests you very much.
1. Develop a plan of attack before you go about collecting information. Go through powerpoint slides, examples provided in class, cases, and readings to prioritize the questions and methods by which you collect your data.
1. Apply concepts you’ve learned from this course wherever possible.
1. DO YOUR FAIR-SHARE OF WORK AS YOU ARE GRADED BASED ON YOUR INDIVIDUAL CONTRIBUTION.
TIPS :
· Base ALL suggestions off your understanding of customers, company, and competitors (i.e., PROVIDE PROOF)
· Be operationally specific
· Use charts, tables, figures to help explain results
Digital Marketing Project Recommended Contents and Grading for INDIVIDUAL PART (50% of marks in class):
For your individual recommendation, please clearly state your full name at the beginning of the section. The 6 page limit is for text only and does not include examples, figures, charts, tables, etc. For such graphics, please include directly in paper (not in Appendix).
In addition, for each section, make sure to (i) link with group analyses of buyers, (ii) integrate with rest of group recommendations, and (iii) very importantly be supported by research and class materials. As a reminder, this is equivalent of an exam for this course. Thus, you are required to demonstrate your ability to both comprehend the material presented all semester long, and be able to apply in it a real-world setting.
a. Internet marketing 1
i. Right customers
ii. Right mediums
iii. Right messages
iv. Budget for each marketing method (WHY this budget?)
v. How will you measure AND evaluate each marketing mix medium
I. Right messages (12 marks) ~1pg
a. What is this method typically used for (its goals, purpose, and limitations)
b. Why is this correct medium to target your current and prospective customers
c. Why do customers notice this method
d. Why would customers act based on this method
II. Right customers (12 marks)
a. How targeting buyers ~1pg
i. Interests
ii. Shopping patterns
iii. Decision making process
b. How targeting prospective buyers ~1pg
i. Interests
ii. Shopping patterns
iii. Decision making process
III. Right messages (16 marks): Note, messages can imply features for ad methods like apps, QR codes, We Chat, etc.
a. How will you target buyers with these messages ~1-1.5pg
i. Specifics for what is your message (SHOW EXAMPLES!).
ii. Specifics for who you are targeting (SHOW EXAMPLES!)
iii. Quality of message/specifics
b. How will you target prospective buyers with this ~1-1.5pg
i. Specifics for what is your message (SHOW EXAMPLES!)
ii. Specifics for who you are targeting (SHOW EXAMPLES!)
iii. Quality of message/specifics
IV. Budget (WHY this budget?) (5 marks) ~0.5-1pg
a. Specifics for why this overall budget for your marketing method
b. Specifics for why this allocation between different suggestions
V. How will you measure, evaluate, and define success (5 marks) ~0.5-1pg
a. Include multiple metrics to measure
b. Include multiple ways of evaluating such metrics (like benchmarks, past efforts, monetary, etc.)
c. Include specific measures of success (make sure to include at least one break-even or ROI based measure)
d. Needs to include both online and offline metrics; and metrics outside your specific ad method
Additional Recommendations for Digital Marketing Project
1. FURTHER STRATEGY
a. SIMPLIFY, SIMPLIFY, SIMPLIFY!!!
b. Feel free to recommend ideas that you want the firm to be doing. This is your project and I’m grading your groups based on your ideas and not the firms! You can use them as a starting point, but then the rest is up to your group.
c. If they aren’t doing something, just means you have an opportunity to suggest new good things!
d. Goals: choose one primary goal and focus on this; you can also have a minor secondary goal
2. Understanding Customers
a. Can either decide on 1 overall target market or can pick a different target market per type of digital marketing channel (i.e., internet, social media, and mobile)
b. Understand their decision process (both of buyers and non-buyers)
c. What is business’ unique selling points from customers point of view
d. What type of devices do they use
e. What time of day and what day are they most likely to use
f. Where are they located (allows geo-targeting)
g. What are their overall shopping strategies
3. Marketing methods
a. Each student is responsible for a single type of marketing method
i. WHY THESE methods (should be b/c of customers)?
ii. Make sure all ideas are based on understanding your customer (so target and adjust to customers!)
iii. Be operationally specific BUT simplify overall ideas
iv. Can include ideas that your firm is not doing. For example, in mobile you can suggest any method as long as within your budget and/or is feasible.
b. For the message for each suggested method:
i. Make sure to include the unique selling point in the ad!
ii. Include the name of the business
iii. Optimize landing pages
iv. Make ads actionable
c. Budgeting strategy:
i. Ask for a ballpark figure to base your digital plan off of.
ii. How much per method? Why this?
iii. Consider the date/time of the week
iv. Include how long you intend to run campaign for
4. Measure/evaluating
a. WHAT IS SUCCESS? Define it!
b. Be detailed!
c. Measure is how to measure your different parts of the digital marketing plan; evaluate is what would make these numbers good or bad.
d. How many new customers/purchases do you need to make money on your digital marketing campaign (calculate this!). Can also ask firm roughly what is their profit per customer so you can better compute number of purchases needed to make your digital marketing plan a success
e. ALSO provide offline measures if you could in an ideal world
