complete digital marketing plan
marketing
Description
In order to successfully
answer Task 3, it is important that candidates note
that they are not expected to produce a complete
digital marketing plan.
There is no expectation of, or
requirement for, the inclusion of a situation analysis, strategy,
implementation plan or control and measurement for the task. The task requires
that the candidate only considers a key segment, objectives and a justified
digital marketing mix, which includes communications. It may be necessary to
consider areas from a marketing audit in order to make more informed decisions,
but these should not be
included in the final answer.
The elements of the digital
marketing plan provided need to be well structured, concise, clear and
presented in a professional format, such as that of a report. A focus on the
online behaviour of the chosen customer segment throughout the recommendations
is vital. The digital marketing mix recommendations should be justified and
there should be clear synergy between the objectives recommended and the
supporting digital marketing (tactical) mix.
Task 3 (a): Candidates need to
consider credible information sources (such as Nielsen, Comscore, Deloitte and
similar) for ONE customer segment in
order to produce a customer persona. The focus of the persona will not just be
on geo-demographic and psychographic variables, but also their online
behaviour, including data such as where the segment searches for information,
who influences them, what their perceived risks are as well as where, when and
why the segment spends time online in order to better target them in terms of
platforms, media and content.
Task 3 (b): Candidates should
recommend TWO clear SMART digital
marketing objectives for their chosen organisation that consider areas for
improvement identified in the internal analysis conducted in Task 2, as well as
the customer persona, developed in Task 3 (a).
Task 3 (c): Requires candidates
to recommend a justified digital marketing mix of tactical activities that can
be implemented to achieve the
objectives from Task 3 (b). The
digital marketing mix must include digital communications and needs to focus on how and why the
recommendations made are relevant to the chosen customer segment, their
behaviour and findings from the evaluation conducted in Task 2.
