Develop an outline digital business opportunity

Assignment Help Marketing Management

Reference no: EM132689245 , Length: word count:2500

Topic of digital marketing

Business Handmade skincare products - luxury natural soaps and beeswax candles.

Market - local, UK and international. Website - online shop.

Digital Marketing Coursework Assessment

You will research and develop an outline Digital Business Opportunity that will consist of a prototype website and produce a marketing plan on how you will develop your business idea using modern techniques and digital technology.

About the Coursework
This coursework is aimed at developing a practical understanding of Digital Business management issues focusing primarily on the customer in a modern organisation. Customer Relationship Management (CRM) and profiling is at the core of what we do both in marketing and in process management and it affects all departments in the enterprise. We need to understand who, our potential customers are and how they access content on-line.

The landscape of traditional business is changing as we develop faster analytical processes, wider communication, imbedded social media capability as well as new developments in mobile Apps and CRM services. There are now many more opportunities for things to go wrong but with careful management, the rewards in terms of brand image, loyalty and retention of valued customers as well as capacity building can be increased as never before.

In this coursework, you will be expected to engage with the material presented to use as a reference point for your research. Remember the material presented should form a baseline of your research and you should use it as a starting point to examine further issues for your Digital Business development plan. You need to engage in your time plan with the reading and research.

The word count for the report is around 2500 words, plus or minus 10%. This excludes diagrams, tables, appendices, bibliography, references etc. (20-25 references).

What are you going to do?
The aim of this coursework is to develop a top down appraisal and plan of Customer Relationship Management and Digital Marketing for your business idea. You will need to start probably with the development of an idea that can scale easily with website ordering and digital media. You will need to work on the Unique Selling Point (USP) of your Business Idea and what the value proposition is. You need to develop how this message is rolled out across different media channels whilst promoting your website. You will also need to develop your ideas on Marketing, Customer Relationship Management, Communications, Customer Service, Personalisation as well as customer Loyalty programmes and community building. The weekly seminar activities will help you shape these ideas.
You will use a web builder to develop your prototype website. You should develop six pages only; you may need to source images of the products or services you will sell on-line; Flickr has Creative Commons images. Your website should convey the core message of your brand and business idea.

The Website will have as Pages;

Front Page (Title: Digital Business Development Plan)
About us, the brand
2 pages of Catalogue ( Products or Services)
Contact Us, include blog links etc. and security statements

You will include the Link to the Wix site in your report

Your Development Plan therefore should look a bit like this around these central headings
Introduction
Here you will describe an overview of your business development, what business you are in and what you think the customer segment could be. What is your Value offer?
The Target Market
Who are your customers? Who are your Competitors? Develop a SWOT analysis of your strengths and weaknesses versus two competitors; do not make it too big.
Why should your target market select your business? Define in overview what your Value Proposition is based on your work on the Value Proposition Canvas
What Persona(s) have you identified you are marketing to.

Developing Acquisitions and Retention

What tools are you going to use to develop new business, eg SEO, Analytics, pay per click, GoogleAdds etc. Discus the benefits of using Digital Methods to develop a customer base for your development.

Using your knowledge of the Customer Lifecycle and Customer Lifetime Value, discuss how you would incentivise your customers to develop Retention and higher value. What Loyalty programmes would you use? How could you build or exploit the idea of an on-line community.
What Personalisation Strategies will you use and how do you think it will help develop and retain your customer base.

Developing the Media Strategy

Here you will identify what media you will use to connect with your Customers and how effective it is, you may refer to the CODAR framework to do this.

How will you deploy social media in the CRM effort and the advantages of your strategy and how offline messaging could contribute?
Discuss how Social CRM would be useful to you in customer relationship building and what you will use as well as how you will use it

Summary and Conclusions
- Give an overall assessment of your development and what you would do to improve it if you had time and a budget.
Appendices
- Include any diagrams or tables to support your evidence, three appendices maximum.

Attachment:- Digital Marketing Report..rar

Reference no: EM132689245

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