**** THIS HAS TWO PART *******. ******** PLEASE READ THE INSTRUCTIONS ***********
**** PLEASE READ and COMPLETE(used) ATTACHMENT*******
This week, you will develop Part 1 of your Digital Marketing Strategy. The goal of this assignment is to demonstrate your ability to conduct market research, to lay a strong foundation for your company’s digital marketing plan.
For this assignment, you will submit a 4-5 APA-formatted page paper that includes your company structure, competitive analysis, target market, and analysis of digital properties.
Section 1: Business Concept Overview
Provide a short (4-5 sentences) description of your business concept and your point of differentiation (what makes your business unique.)
In bullet point format, include the following:
Section 2: Competitive Analysis
Conduct research to identify three of your competitors, and evaluate their current marketing efforts. Develop a chart that identifies the following for EACH competitor:
Section 3: Target Market
Conduct research to identify at least two customer segments (primary segment and secondary segment), or groups of people who will buy your products/services. Elaborate on the characteristics that make up each group of people: demographics, geographics, interests, behaviors, hobbies and activities, etc. If you are doing B2B marketing, describe the people within the decision-making roles in the businesses you will target.
Resources that can assist with determining demographics and psychographics:
Section 4: Digital Properties and Keyword Strategy
Identify the digital properties that belong or will belong to your business.
In a bullet point format, include the following:
Next, identify the SEO techniques you plan to use to optimize your website. How can you optimize landing pages and increase traffic through the use of images and content?
Using the keyword research tools provided during week 1, provide at least five long tail phrases one could use to search for your company. Why did you choose these specific long tail phrases?
In Part 2 of your Digital Marketing Strategy you will develop your campaign strategy. The goal of this assignment is to demonstrate your creativity and campaign knowledge.
For this assignment, you will submit a 4-5 page APA paper that includes your campaign objective, marketing channels, content strategy, and mock-ups. Please note: this is a proposal, so it must be stated in a third-person tense throughout.
Section 5: Campaign Objective
Every marketing plan should have a single focus, which is identified in the campaign objective. Based on this focus, marketing strategy is developed to support the campaign objective. Determine if your first year-long marketing campaign will focus on “increasing awareness of your brand or business”, or if your efforts will focus on “prompting sales of your products or services”. Examples: This campaign’s objective is to increase awareness of XYZ Business and the product offerings over the one-year campaign. This campaign’s objective is to prompt sales of XYZ Business’s products and services over the one-year campaign.
Use the following format: This campaign’s objective is to [complete the sentence with your campaign’s objective – see examples above.]
Section 6: Marketing Channels
Choose three digital marketing channels to use in this marketing campaign. If your campaign objective focus is “increasing awareness”, you will have the most success with SEO, Social Media, and Digital Public Relations. If your campaign objective focus is “prompting sales”, you will have the most success with Email Marketing, Paid Search, Display or Social Media Ads, and Affiliate Marketing.
A solid integrated market plan also includes the complementary use of traditional marketing. Choose one or two traditional marketing channels you plan to incorporate into your campaign. Some traditional forms of marketing include print advertising, billboards, radio/television broadcasting, direct mail, etc.
In an organized manner, please describe your marketing strategy for EACH marketing channel. Address the following:
Section 7: Content Strategy
Next, brainstorm different types of content that will appeal to your customer segments, such as blogs, videos, photos, infographics, articles, white papers, press releases, etc.. Make sure you include content that is compelling enough to give the reader the information he or she needs to think or act in a new way.
Using a format of your choice, create and insert an editorial calendar showing a typical month in your year-long marketing campaign. Each of your digital and traditional marketing channels should be included in the calendar. Focus on specific marketing efforts and content themes.
Section 8: Mockups
Include three mockups/examples of content that will be used on three separate platforms. Don’t forget to include a description of which channel will be used for each mock-up.
Cite the research using APA in-text citations. Add the full APA reference to the references list at the end of the document, on the References page. Do not include the full APA reference inside the body of the document.
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