ECOM301 E-Marketing Homework: Digital Marketing Plan Project- Saudi Electronic University
You work for a company as a digital marketing manager and you've been asked to prepare a comprehensive digital marketing campaign. The campaign will run for the duration of one year, starting January until December 2021.
Important note:
You can choose any company to work with as long as:
o It is a local company.
o It is a startup that was established in the last (3 - 6) years, 2014 onwards.
o It can belong to any industry sector.
Requirements
Part I: around (500) words
• Investigate the micro-environment as part of the situation analysis for your company.
o Competitors analysis
o Suppliers and/or Digital Marketing intermediaries.
o Customers' persona.
• Summaries the macro-environment variable your company needs to monitor when operating the digital marketing campaign.(two or three variables for each force are sufficient)
o Technological forces.
o Legal forces.
o Economic forces.
o Political forces.
o Social forces.
Part II: around (1000) words
• Devise a digital marketing strategy for your campaign.
o Where are you now? (situation analysis)
o Where do you want to be? (business objectives)
o How are you going to get there? (strategy)
o How exactly do you get there? (tactics)
o Who does what and when? (actions)
o How do you monitor performance? (control)
• Summaries the marketing mix best suitable for your campaign.
o Product variables
o Price variables
o Place variables
o Promotion variables
o Process variables
• How can you implement relationship marketing for your campaign?(refer to ch6)
o Could you create a virtual community? And how does it help the relationship marketing.
o Could you use digital media to support customers' advocacy? And how?
Part III: around (1000) words
For legal reasons, you will not actually create business profiles and launch a campaign on different platforms. You will merely write the proposed plan and the expected results and accumulated costs, using real facts from the chosen used platforms. So, do the proper research and choose wisely.
Create a campaign for your company to launch, starting January 2021 till December, that will be active for 12 months.Marketing budget: SR 450,000 to spend on digital advertising media over the next 12 months. The budget also includes up to SR 340,500 for advertising creative and content development, and for the company to manage the program.
o What is your campaign message?(about your digital campaign message)
o What is your digital marketing campaign Schedule: recommend digital marketing contentand the schedule for the content? (Must include timeline for the content distribution, frequency of posts and ads).
o What platforms and digital media you will use to deploy your campaign, and for which purpose?Social media platforms (Facebook, Instagram, Twitter, LinkedIn, Snapchat) and any other platform that might help achieve your goals, like google, YouTube, etc. (Must include screenshots of the platforms' process of creating the campaign) . Also, include a table of the budget allocations for each platform on a monthly basis. Try to justify your selection.
o Monitoring and Optimization:describe how you will measure and improve digital marketing performance during the campaign. What tools you will use to monitor the campaign's activity. (Must include screenshots of the monitoring tools that will keep track of your costs and activity).
Format your homework according to the following formatting requirements:
o The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
o The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
o Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.