Digital Marketing Project
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digitalrequest.docx
I. Right messages (12 marks) ~1pg
A. What is this method (display banner ads) typically used for (its goals, purpose, and limitations)
a. Why is this correct medium (display banner ads) to target your current (high social class young couples and women age between 25 to 45) and prospective customers （bridal）
b. Why do customers (current and prospective customers) notice this method (display banner)
c. Why would customers act based on this method
II. Right customers (12 marks)
a. How targeting buyers (high social class young couples and women age between 25 to 45) ~1pg
i. Interests
ii. Shopping patterns
iii. Decision making process
b. How targeting prospective buyers （non-buyers） ~1pg
i. Interests
ii. Shopping patterns
iii. Decision making process
(REMMEDIONS: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)
III. Right messages (16 marks): Note, messages can imply features for ad methods , DISPLAY BANNER
a. How will you target buyers (high social class young couples and women age between 25 to 45) 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 （non-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
(REMMEDIONS:Marketing methods
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.
h. 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)
IV. Budget (WHY this budget?) (5 marks) ~0.5-1pg
A. Specifics for why this overall budget for your marketing method (only display ads)
B. Specifics for why this allocation between different suggestions
(REMMEDIONS:Budgeting strategy:
v. Ask for a ballpark figure to base your digital plan off of.
vi. How much per method? Why this?
vii. Consider the date/time of the week
viii. Include how long you intend to run campaign for)
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
(REMMEDIONS:Measure/evaluating
i. WHAT IS SUCCESS? Define it!
j. Be detailed!
k. Measure is how to measure your different parts of the digital marketing plan; evaluate is what would make these numbers good or bad.
l. 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
m. ALSO provide offline measures if you could in an ideal world)
