Intm065Lon Digital Marketing Assessment Answer

Coursework 2 – Individual Social Media Marketing Plan You have been asked to develop digital marketing objectives, strategy and tactics as part of a digital marketing plan. The strategic elements of the plan should be presented in a report format and developed for senior management. All recommendations within the plan must be supported by robust data and information on your chosen organisation and its digital marketing environment. Required: (A) Analyse the key areas of the digital marketing environment, to identify key digital strategic options for the chosen organisation with a focus on increasing online customer acquisition. (B) Develop TWO digital marketing objectives for your chosen organisation focusing on improving customer acquisition through social media marketing. (C) Recommend a justified digital marketing strategy and tactical mix for your chosen organisation, focusing on supporting improvements proposed for customer acquisition. Guidance notes Coursework 2 (a): in order to meet the requirements of this task, candidates will first need to analyse key areas of the digital marketing environment e.g., by completing a TOWS analysis. The outcome of this analysis should provide clear strategic options, linked to relevant findings to support key digital strategic options put forward for the chosen organisation to focus on increasing online customer acquisition. Coursework 2 (b): candidates should develop TWO clear digital marketing objectives for their chosen organisation that focus on improving customer acquisition through social media marketing. The marketing objectives should be SMART and credible in the context of the chosen organization. Coursework 2 (c): candidates are required to develop a justified digital marketing strategy linked to improving online customer acquisition, and a digital marketing mix of tactical activities that can be implemented to achieve this strategy. Both strategic and tactical activities need to focus on how and why the recommendations made to support an improvement in online customer acquisition, drawing on relevant theoretical concepts and evidential research. The digital marketing strategy document needs to be well structured, concise and clear. Focus on online customer acquisition throughout the relevant strategic recommendations is vital. All recommendations across objectives, strategies and tactics should be justified, and should have clear synergy between the strategy recommended and the supporting digital marketing and tactical next.