Digital Marketing Assignment

Component 1:

In your role as a digital marketing consultant you have been asked to develop a digital marketing plan for a new client. The client currently has an online presence and is now looking for practical suggestions as to how they can plan their digital growth in the Hong Kong for the next 6 months. They have asked you, as a digital marketing consultant, to produce a digital marketing plan that will analyse the market sector, set clear digital marketing objectives, select a target audience, and provide justified tactics in order achieve the objectives. This digital marketing plan is being produced for Senior Management and therefore the use of business language and a relevant structure is vital. At the same time, this is an academic assignment, so you need to show that you also master the theory and reference it properly. You may select one company, brand and/or product from to focus your digital marketing plan upon...

Simplylife serves freshly baked handmade European style breads, pastries and simple eats. We do fewer things, so we can do them well.

Started up in Hong Kong in 2007, we entered Mainland China in 2010 under. The food, the service and the unique ambiance are equally valued in both places.

Hong Kong Television Network Limited is a Hong Kong listed company (SEHK: 1137).

Established in 1992, the Group possesses extensive and successful experience in telecom market liberalization, popularizing advanced technology and applications. The Group currently engages in the development of Hong Kong's largest 24-hour online shopping mall, HKTVmall, providing an "one-stop shop" platform to people in Hong Kong, including entertainment, online shopping, delivery service and impressive customer experience.

Digital Marketing Plan

Design a digital marketing plan for your chosen organisation following the SOSTAC model:

An overview of the key external and internal environmental factors relevant to marketing and your chosen organisation should be presented here.
Macro-environment: External analysis

Micro-environment: Customer analysis

Competitor analysis vs client

SWOT/TOWS analysis

Draw conclusions which will support recommendations to set objectives.

2. Objectives

Include 2-3 digital marketing objectives.

Your objectives should be SMART and provide the direction for the digital plan. You should link your business objectives to your digital marketing objectives.

3. Strategy
Recommendation of the appropriate strategy to achieve objectives following STP (Segmentation- Targeting-Positioning) framework:

Segmentation: Consider the segments the product is aimed at (identify buyer personas) Targeting: The selection of the target public (develop a buyer persona profile)

Positioning: Identify whether the product is clearly differentiated from its competitors and design the OVP (online value proposition).

4. Tactics

The recommendation and justification of coordinated tactics which are adequate to approach the targeted audience and to achieve the set objectives.

Three of these tactics will be further developed in terms of content in component 2.

5. Action Plan
A 6-month plan detailing when the tactics will be implemented and a realistic budget outlining how much they will cost.

6. Control and Measurement
A set of recommended metrics/measures so that the performance of the plan can be assessed and the tools used (in any) to monitor the KPIs (e.g., Google Analytics, Facebook Insights).

Developing Digital

Word count: 1,000 words

In your role as Digital Marketing Consultant, you have been asked to develop no more than THREE pieces of digital marketing content linked to the tactics recommended in your Digital Marketing Plan.

Part A -Content

You are required to design and create three different pieces of relevant digital marketing content, using any digital platform recommended in the digital marketing plan for Component 1. These pieces of content should be created in situ where possible and then captured using a screengrab tool, such as Microsoft's Snipping Tool or Apple's Grab. An explanation of each piece of content must be provided and does not count towards the word count. Number of screen shots: nine maximum.

Part B - Briefing Paper

Following the development of the content, you have been asked to produce a briefing paper for the Digital Marketing Consultancy you are working for. This needs to explain and justify how and why the digital platform and subsequent content was chosen and how it links to the relevant stage of the online customer journey.

Both components of the assignment need to be presented in one single document which will include the following sections:

Title page
Table of contents Executive Summary
1. Digital Marketing Plan
1.1 Situation analysis
1.2 Objectives
1.3 Strategy
1.4 Tactics
1.5 Action plan
1.6 Control and measurement
2. Developing Digital Content
2.1 Content
2.2 Briefing paper

Bibliography

Appendices

Word count: 3,500 (+/- 10%)