For this assignment, you will take on the role of a digital marketing consultant working for one of the organisations listed below.
You will complete the two distinct tasks to create a portfolio of work:
Task 2: Produce an individual Digital And Social Media Marketing Proposal (five A4 pages (or four A4 pages and one A3 page for the Digital Marketing Matrix) max excluding cover page, references and appendix) – 90%
This is a professional standard piece of work and should follow any guidelines and limitations set.
For task 2, your Digital and Social Media Marketing Proposal, you may choose one of the following organisations as your client in the proposal:
NowTV (www.nowtv.com )
o You should use digital segmentation approach to define your audience, e.g. an appropriate behavioural, locational and/or psychographic segmentation approach.
Produce a linked series of digital communications objectives for the acquisition, conversion and subsequent retention of your priority target audience for your case study
PSO o Create a digital acquisition comms objective, justify this and include how you would evaluate the success of this
Create a digital conversion comms objective, justify this and include how you would evaluate the success of this
Create a digital retention comms objective, justify this and include how you would evaluate the success of this
You should give consideration to how your objectives link together as a customer journey overall
Section 2: Digital Marketing Campaign Proposal – (3 pages)
2a) Digital Marketing Matrix (1 page – either A4 or A3)
Covering your chosen acquisition, conversion and retention objectives and target audience
Using the digital marketing matrix template
2b) Digital Marketing Cluster (1 page A4)
Pick one of stage of your Digital Marketing Matrix. From your selection, create a Digital Marketing Comms Cluster and justify your choice.
Identify the product levers that will appeal most to the target audience
Identify the pricing levers which will most influence the target audience to engage with or purchase from your chosen target audience
Identify the tactics and channel(s) that can be best used to encourage the target audience to complete your chosen goal
2c) Digital Marketing Touchpoint (1 page A4)
Create a digital marketing touchpoint for your chosen comms cluster
Annotate elements of your cluster within your touchpoint, so it is clear to your reader how you have incorporated them
Provide discussion and justification of your creative choices and explanation as to why this version of the touchpoint is the most appropriate for your target audience, PSO and objectives
This will be submitted via Turnitin (on Moodle) during the assessment week (see Moodle for deadline) as one PDF document with a maximum of five A4 pages (or one page of A3 and four pages of A4) plus a reference list, cover page and appendix if appropriate.
Your student name and ID should be clearly present on your work. Each section should be clearly labelled with headings.
The minimum font size is 10 point
You should use a san-serif font
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