Edit paper

Basis of Marks

Mark

Comment (if any)

Executive Summary

(1 mark)

· Summarizes digital marketing project

· 1 page maximum (single spaced)

· Includes a measure of success

Company Profile

(1 mark)

· Provides a succinct overview of the company

Competitors & Market Analysis (1 mark)

· Identifies: (i) competitors; (ii) trends in industry; and (iii) firm’s unique selling points

· Uses (i) class materials and (ii) research

Customers: Buyers (1.5 marks)

· Identifies (i) who are buyers, and their (ii) main interests digital-wise, (iii) decision making processes, (iv) mediums that capture their attention, and (v) which mediums do they shop

· Uses (i) class materials and (ii) research

Customers: Non-Buyers (1.5 marks)

· Identifies (i) who are non-buyers, (ii) why they are not buying, (iii) where they are buying (if anywhere), and their (iv) main interests digital-wise, (v) decision making processes, (vi) mediums that capture their attention, and (vii) which mediums do they shop

· Uses (i) class materials and (ii) research

Marketing Goal (1 marks)

· Identifies specific (i) primary goal, (ii) reasoning for this goal, and (iii) specific measure of success

· Uses (i) class materials and (ii) research

Digital Marketing Mix Overview (1 marks)

· Provides overview of ad methods chosen to employ and how the group plan on integrates them overall

· Uses (i) class materials, (ii) research, and (iii) a purchase funnel indicating which type of method aligns with where in decision making process

Budget

(1 marks)

· Provides legitimate budget

· Indicates how budget will be allocated

· Describes (i) why this budget overall and (ii) why allocated

Conclusion

(1 marks)

· Summarizes digital marketing project

· Indicates specific measure of success

OVERALL

Basis of Marks

Mark

Comment (if any)

Right Medium

(12 marks)

· Identifies why this method is the correct method to use based on customers

· What is this method typically used for (its goals & purpose)

· Why do customers notice this method

· Why would customers act based on this method

· Needs to also address cons of this method

· Uses (i) class materials, (ii) research, and is related to (iii) overall group recommendations

Right Customers

(12 marks)

· Provides specifics for which type of customers to target

· What are your customers interests, especially for why do they use this method (in other words, why do they use this method or would use this method)

· What type of shopping patterns are typically employed when using your ad method

· What type of decision making processes do customers use before, during, and potentially right after when use your ad method

· Note: Can focus primarily on buyers or prospective buyers, but needs to at least address both types

· Uses (i) class materials, (ii) research, and is related to (iii) overall group recommendations

Right Messages

(16 marks)

· Indicates what specifically is in the multiple messages (ad methods) the firm should employ; this includes operational-level details on (i) messages employed and (ii) specifics customers that are targeted

· The specifics in all the messages (ad methods) are (i) “realistic”, (ii) display quality, and (iii) align with proposed goal and tactics

· Can focus primarily on buyers or prospective buyers, but needs to at least address both types

· Uses (i) class materials, (ii) research, and is related to (iii) reasons to target these “right customers” and (iv) overall group recommendations

Budget

(5 marks)

· Provides legitimate budget

· Indicates how budget will be allocated

· Describes (i) why this budget and (ii) why allocated

· Uses (i) class materials, (ii) research, (iii) is customer based, and (iv) is related to overall group recommendations

Measure, Evaluate, and Defining Success (5 marks)

· Identifies (i) metrics to measure that are related to (ii) the ad method considered and (iii) the overall goal of the group/firm

· Identifies how to (i) evaluate the metrics suggested to measure in relation to (ii) the ad method considered and (iii) the overall goal of the group/firm

· Indicates specific measure of success (incl. break evens or ROI calculations based on products sold)

· Suggests both online and offline metrics

· Uses (i) class materials, (ii) research, and (iii) is related to overall group recommendations

OVERALL