Digital and Interactive Marketing Industry Report - Ookus Assignment Brief
In Semester 2 2017, your client will be Ookus - a funding platform for your dream experiences. Look at the brand's online presence and reflect how the brand markets its service and how they could improve online conversion. Your report should provide a critical analysis of different digital channels used by the brand for its online presence and suggestions to improve its online performance. The report must include references (in-text references and reference list) and data (e.g. from Alexa, Keyhole, and etc.) to support your findings.
The report and the analysis must include the following digital channels:
The report can also include other digital channels of Ookus including but not limited to:
- Email marketing
- LinkedIn
- #ookus hashtag
- Twitter
The report should provide a critical evaluation on the current digital marketing strategies and recommend feasible improvements as well as insights to achieve the following marketing objectives:
- Enhance brand awareness
- Educate consumers about Ookus
- Increase website traffic
- Increase social media engagement
- Enhance conversion rate (sign up and usage)
Report Structure -
1. Introduction -
- Overview of online presence and channels
- Segmentation and targeting of the health message
- Major competitions
2. Online Analysis
Which core elements does the online presence have, which strengths and weaknesses can you identify? Critically analyse different digital channels used by the firm for its online presence.Use data and references to support your findings.Questions to consider in this section include but not limited to:
- What is the existing strategy?
- What is the strength of the existing strategy and why?
- What is the limitation of the existing strategy and why?
3. Suggestions and Conclusion
What would you suggest to the company to improve their online presence and consequently to improve sales. Questions to consider in this section include but not limited to:
- How should the client overcome the limitation of the existing strategy and why?
- What online strategy can the client use to better promote the health message and encourage behavioral change? And why?
- If applicable, provide examples of success story or strategy as reference for the client
4. Pitch Summary
A summary of key findings and improvements with supporting evidence. The summary should be written with the aim to provide Ookus insights on their digital marketing strategies with a 2-pager.
5. References(not included in the page count)
6. Appendix (must be embedded within the text; not included in the page count).
Attachment:- Assignment Files.rar