24104 Digital Marketing and Social Media Questions and Answers

 

 

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24104 Digital Marketing

 

 

 

24104 Digital Marketing and Social Media

 

Key Tasks with Project (Part 1): Conduct a digital marketing audit (where are they now)

 

  • Examine their different digital marketing: what are they using/not using, what are they seeming to try to achieve with each, what are they doing well and not well
  • Analyse multiple channels of the firm’s traditional internet marketing, social media, and mobile marketing (two mediums for each channel; with Twitch and TikTok as wildcards that can be for mobile or social media)
    a. For example: analyse email and SEO marketing for internet marketing, Facebook and LinkedIn for social media, and Apps and WeChat for mobile marketing
    b. Notice what are key aspects of each medium when we discuss them in lectures and tutorials – and base analysis on this
  • Consider target customers: who are they? (interests, demographics, behaviours)
    a. Most likely have more than 1 segment
  • Are they creating content related to those customers? (why/why not)
    a. Where are those customers in the buying process, purchase funnel, and hierarchy of effects?
    b. Are they creating content related to those customers stage of decision making? (why/why not)
  • What appears to be the firm’s goal for that type of digital marketing channel?
    a. Are they creating content related to those customers? (why/why not)
  • What content/messages does the firm seem to focus on?
    a. Are they creating content related to those customers? (why/why not)
  • How do you think the firm should be analysing their digital marketing for this channel (which metrics)?
    a. You are answering how they should since you will not really be able to find how they are actually analysing it.
  • Summarize what they are doing well and not well; and the gaps in their digital marketing

 

Key Tasks with Project (Part 2): Provide digital marketing recommendations for the firm (where they need to go):

 

  • Create specific digital marketing advertisements all the way until implementation (show examples of how it looks on the digital marketing providers such as Google, Facebook, etc.)
  • Choose three different types of digital marketing channels – emails, SEO, Facebook, Instagram, apps, WhatsApp, etc.
  • Describe (notice it is the subject’s four steps):
    a. The types of customers you are targeting and why
    b. The goals of each of those ads
    c. The reason for using that digital marketing channel
    d. The measurement plans for the ads and the budget of those ads
  •  Create the “fake” ad as much as possible (use the real tools when feasible)
    a. Focus more on the description than on making it look “pretty”
  • Summarize by creating customer purchase journey funnel

 

Part 1: Conduct a digital marketing audit (analyse a firm’s current digital marketing) Note: write in

paragraph form but with headers for each different marketing method

 

1. Traditional Internet Marketing I (~1 page; 2 marks)

 

a. Describe this ad method (in general)

b. Consider target customers: who are they? (interests, demographics, behaviours)

  • Note: the firm is likely to have more than 1 segment so describe the different segments

c. Are they creating content related to those customers? (why/why not)

  • Where are those customers in the buying process, purchase funnel, and hierarchy of effects?
  • Are they creating content related to those customers stage of decision making? (why/why not)

d. What appears to be the firm’s goal for that type of digital marketing channel?

  • Are they creating content related to those customers? (why/why not)

e. What content/messages does the firm seem to focus on?

  • Are they creating content related to those customers? (why/why not)

f. How do you think the firm should be analysing their digital marketing for this
channel (which metrics)

  • Note: you are answering how they should since you will not really be able to find how they are actually analysing it.

g. Summarize what they are doing well and not well; and the gaps with this
digital marketing channel

 

2. Traditional Internet Marketing II (~1 page; 2 marks)

 

a. Describe this ad method (in general)

b. Consider target customers: who are they? (interests, demographics, behaviours)

  • Note: the firm is likely to have more than 1 segment so describe the different segments

c. Are they creating content related to those customers? (why/why not

  • Where are those customers in the buying process, purchase funnel, and hierarchy of effects?
  • Are they creating content related to those customers stage of decision making? (why/why not)

d. What appears to be the firm’s goal for that type of digital marketing channel?

  • Are they creating content related to those customers? (why/why not)

e. What content/messages does the firm seem to focus on

  • Are they creating content related to those customers? (why/why not)

f. How do you think the firm should be analysing their digital marketing for this channel (which metrics)?

  • Note: you are answering how they should since you will not really be able to find how they are actually analysing it.

g. Summarize what they are doing well and not well; and the gaps with this
digital marketing channel

 

3. Social Media Marketing I (~1 page; 2 marks)

 

a. Describe this ad method (in general)

b. Consider target customers: who are they? (interests, demographics, behaviours)

  • Note: the firm is likely to have more than 1 segment so describe the different segments

c. Are they creating content related to those customers? (why/why not)

  • Where are those customers in the buying process, purchase funnel, and hierarchy of effects?
  • Are they creating content related to those customers stage of decision making? (why/why not)

d. What appears to be the firm’s goal for that type of digital marketing channel?

  • Are they creating content related to those customers? (why/why not)

e. What content/messages does the firm seem to focus on?

  •  Are they creating content related to those customers? (why/why not)

f. How do you think the firm should be analysing their digital marketing for this channel (which metrics)?

  •  Note: you are answering how they should since you will not really be able to find how they are actually analysing it.

g. Summarize what they are doing well and not well; and the gaps with this
digital marketing channel

 

4. Social Media Marketing II (~1 page; 2 marks)

 

a. Describe this ad method (in general)

b. Consider target customers: who are they? (interests, demographics, behaviours)

  • Note: the firm is likely to have more than 1 segment, so describe the different segments

c. Are they creating content related to those customers? (why/why not)

  • Where are those customers in the buying process, purchase funnel, and hierarchy of effects?
  • Are they creating content related to those customers stage of decision-making? (why/why not)

d. What appears to be the firm’s goal for that type of digital marketing channel?

  • Are they creating content related to those customers? (why/why not)

e. What content/messages does the firm seem to focus on?

  • Are they creating content related to those customers? (why/why not)

f. How do you think the firm should be analysing their digital marketing for this channel (which metrics)?

  • Note: you are answering how they should since you will not really be able to find how they are actually analysing it.

g. Summarize what they are doing well and not well; and the gaps with this digital marketing channel

 

5. Mobile Marketing I (~1 page; 2 marks)


a. Describe this ad method (in general)
b. Consider target customers: who are they? (interests, demographics, behaviours)
  •  Note: the firm is likely to have more than 1 segment, so describe the different segments
c. Are they creating content related to those customers? (why/why not) Where are those customers in the buying process, purchase funnel, and hierarchy of effects
  • Are they creating content related to those customers stage of decision making? (why/why not)
d. What appears to be the firm’s goal for that type of digital marketing channel?
  • Are they creating content related to those customers? (why/why not)
e. What content/messages does the firm seem to focus on?
  • Are they creating content related to those customers? (why/why not)
f. How do you think the firm should be analysing their digital marketing for this channel (which metrics)?
  • Note: you are answering how they should since you will not really be able to find how they are actually analysing it.
g. Summarize what they are doing well and not well; and the gaps with this digital marketing channel

 

6. Mobile Marketing II (~1 page; 2 marks)


a. Describe this ad method (in general)
b. Consider target customers: who are they? (interests, demographics, behaviours)
  •  Note: the firm is likely to have more than 1 segment so describe the different segments
c. Are they creating content related to those customers? (why/why not)
  • Where are those customers in the buying process, purchase funnel, and hierarchy of effects?
  • Are they creating content related to those customers stage of decision making? (why/why not)
d. What appears to be the firm’s goal for that type of digital marketing channel?
  •  Are they creating content related to those customers? (why/why not)
e. What content/messages does the firm seem to focus on?
  •  Are they creating content related to those customers? (why/why not)
f. How do you think the firm should be analysing their digital marketing for this channel (which metrics)?
  • Note: you are answering how they should since you will not really be able to find how they are actually analysing it.
g. Summarize what they are doing well and not well; and the gaps with this digital marketing channel

 

7. Summary of Audit (~1 paragraph; 2 marks)

 

a. What is firm doing well (think from a customer-centric perspective)

b. What firm should do better in terms of what you analysed

 

Part 2: Provide digital marketing recommendations (what the firm should do now with its current digital marketing) Note: write in paragraph form but with headers for each different marketing method


1. Overview of Customer-Centric Strategy (~1 page; 2 marks)


a. What stages of buying process, purchase funnel, and hierarchy of effects are you focusing on? And WHY!
  • Note: your group can focus a specific stage or try to target all the stages
b. What is your specific goal with this digital marketing? And WHY!

c. How do your three recommendations integrate together?

d. How will you measure the outcomes of your digital marketing? And WHY!


2. Traditional Internet Marketing Recommendation (~2 pages)


a. WHICH CHANNEL? Describe what it is (2-3 sentences max)

b. Right Customer: Describe the types of customers you are targeting and why?
  • Consider stages of buying process, purchase funnel, and hierarchy ofeffects
  • Consider also their interests, demographics, behaviours
c. Right Medium (Channel):
  • What goals can your firm achieve by using this channel and what are some cons with this channel (e.g., what are you not likely to achieve by using this channel)
d. Right Message:
  • What type of specific ads are you using? Why that ad type?
  • What is the actual ad (show it)? Why that information (consider from customer perspective)
  • Note: detail we are looking for is similar to search engine marketing tutorial;
  • Note: provide examples that show you also know how to use that digital ad channel (but do not waste too much time on pictures, videos, etc.; instead just explain it to us) — the examples do not count in page length
e. Measure plans:
  •  What will you measure to ensure success (or at least ability to gauge success)?
f. Budget:
  • How much does this cost (use the ad platforms to get an idea of costs)?


3. Social Media Marketing Recommendation (~2 pages)


a. WHICH CHANNEL? Describe what it is (2-3 sentences max)

b. Right Customer: Describe the types of customers you are targeting and why?

  •  Consider stages of buying process, purchase funnel, and hierarchy of effects
  • Consider also their interests, demographics, behaviours

c. Right Medium (Channel):

  • What goals can your firm achieve by using this channel and what are some cons with this channel (e.g., what are you not likely to achieve by using this channel)

d. Right Message:

  • What type of specific ads are you using? Why that ad type?
  • What is the actual ad (show it)? Why that information (consider from customer perspective)
  • Note: detail we are looking for is similar to search engine marketing tutorial;
  • Note: provide examples that show you also know how to use that digital ad channel (but do not waste too much time on pictures, videos, etc.; instead just explain it to us) — the examples do not count in page length
e. Measure plans:
  • What will you measure to ensure success (or at least ability to gauge success)?
f. Budget:
  •  How much does this cost (use the ad platforms to get an idea of costs)?

4. Mobile Marketing Recommendation (~2 pages)


a. WHICH CHANNEL? Describe what it is (2-3 sentences max)

b. Right Customer: Describe the types of customers you are targeting and why?
  •  Consider stages of buying process, purchase funnel, and hierarchy of effects
  • Consider also their interests, demographics, behaviours
c. Right Medium (Channel):
  • What goals can your firm achieve by using this channel and what are some cons with this channel (e.g., what are you not likely to achieve by using this channel)
d. Right Message:
  • What type of specific ads are you using? Why that ad type?
  • What is the actual ad (show it)? Why that information (consider from customer perspective)
  • Note: detail we are looking for is similar to search engine marketing tutorial;
  •  Note: provide examples that show you also know how to use that digital ad channel (but do not waste too much time on pictures, videos, etc.; instead just explain it to us) — the examples do not count in page length
e. Measure plans:
  • What will you measure to ensure success (or at least ability to gauge success)?
f. Budget:
  •  How much does this cost (use the ad platforms to get an idea of costs)?

 

 

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