Evaluating a digital marketing communication campaign

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Reference no: EM131941570 , Length: word count:3000

Digital Business and Marketing Assessment - Individual Report

Evaluating a Digital Marketing Communication Campaign.

Brief - Taking on the role of a Digital Marketing Director, you have to select an organisation/brand for investigation. It is recommended that you select an organisation/brand from the sector you examined for Assessment 1. Your report should consist of:

Section A - Introduce Digital Marketing Communications

Introduce Digital Marketing Communications

1. Provide 2 definitions of digital marketing communications

2. Discuss the range of digital marketing tools available for use for marketing communications by organisations /brands.

3. Provide a short explanation of the role and characteristics of social media marketing

Section B: Evaluate Digital Marketing Communications

Evaluate Digital Marketing Communications

1. Undertake a competitor benchmarking activity using your selected organisation/brand and two others from the same industry (See Appendix 1: Competitor Benchmarking). How does this information inform you about the use of digital marketing communications within your sector?

2. For your selected organisation/brand, undertake a detailed analysis of digital marketing communication tools utilising - what does it reveal about the organisation/brand use of digital marketing communications? Please include a copy of the report within appendices.

3. For your selected organisation/brand, monitor their online brand community via their Facebook page for two weeks. Evaluate the nature and content of the interaction between the organisation/brand and fans/consumers on their online brand community. This will be achieved by utilising Appendix 2 (Content Analysis): content analysis over organisation/ brand pages- what insights does it reveal about the topics that fans/consumers engage in within an online community via facebook? Are some topics more popular than others? To what extent is this similar or different from relevant academic papers on how organisation/brands use online communities and why consumers engage in online brand communities e.g. Kozinets (2010); Wirtz et al. (2013); Sashi (2012).

4. For the selected organisation /brand select one other digital marketing communication tool (from Appendix 1) and examine how the organisation/brand are utilising the selected communication channels to support marketing objectives.

Section C: Make Recommendations for Future Digital Marketing Communications

Make Recommendations for Future Digital Marketing Communications

Using the analysis above, make appropriate recommendations for your selected organisation/brand for developing customer relationships via their online brand community.

Section D: Identify Challenges of Digital Marketing Communications

Identify Challenges of Digital Marketing Communications

Discuss one of the key challenges that marketers need to be aware of when developing digital marketing communications. For example this could be website design, security, online analytics or another challenge that digital marketers may face.

Attachment:- Assignment Files.rar

Reference no: EM131941570

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Reviews

len1941570

4/14/2018 1:55:03 AM

Word Count - 3,000 words (+/- 10%), Submission - Friday 27th 1pm. How - Via turnitin located within the assessment icon on GCU Learn. A draft folder will be available from Monday 2nd to check for originality and to allow you to make improvements until the due date. A FINAL Submission folder will be available for final submission of your report. Please also submit a hard copy to the undergraduate programmes office located W117. Report Writing Format - Overall structure of report; introduction; main body with clear headings; clear conclusions; use of appendices; referencing and reference list; clarity of language. Please use the Harvard system of referencing.

len1941570

4/14/2018 1:54:59 AM

Presentation and Structure of report: Has the report been submitted in a report format? appendices clearly stated? has proof reading , grammar check and punctuation clear?use of heading, sections, paragraphs clear and logical?; references used appropriately within the report and list correctly. Ensures that the response is relevant to the assignment and constructs a logical argument presented within a report format.

len1941570

4/14/2018 1:54:54 AM

Section A: Introduction to Marketing Communication – Definitions, Digital Marketing Communications, Social Media Marketing – role and characteristics. Section B: Evaluating Digital Marketing - Evidence of competitor benchmarking and discussion/evaluation on brand/competitor use of digital marketing communications - compares with report/ academic theory? Evidence of content analysis and discussion/evaluation of topics discussed; compares with reports/academic theory? You may select one of the other tools identified within the benchmarking exercise or from the range of digital marketing tools discussed within the module.

len1941570

4/14/2018 1:54:49 AM

Section C: Recommendations for Future - Demonstrates an ability to develop clear and coherent recommendations relevant to the purpose of the assignment Section D: Identify Challenges of Digital Marketing Communications - Appropriate selection of a key challenge with relevant discussion.

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