MKT3017 Digital Campaign Planning and Analytics Assignment 2 Briefing, Middlesex University London (MUL)

SCINARIO

• You are a Digital Marketing Management Assistant for Kent Camera Castle which needs to increase the conversion rates.
• Your manager believes that improving customer conversions will help Kent Camera Castle grow in the longer term and that digital marketing has an important role to play in driving effective online engagement.
• Your manager has asked you to create a campaign management portfolio based on assessment one, containing the different components which explores how the use of different digital marketing techniques to help improve customer conversion. You will need to look at different components that make up an integrated digital marketing campaign. The campaign will run over a two-month period and the management is looking towards you for a recommendation with justification.
• You are a Digital Marketing Management Assistant for Kent Camera Castle which needs to increase the conversion rates.
• Your manager believes that improving customer conversions will help Kent Camera Castle grow in the longer term and that digital marketing has an important role to play in driving effective online engagement.
• Your manager has asked you to create a campaign management portfolio based on assessment one, containing the different components which explores how the use of different digital marketing techniques to help improve customer conversion. You will need to look at different components that make up an integrated digital marketing campaign. The campaign will run over a two-month period and the management is looking towards you for a recommendation with justification.
• You will be required to develop and establish two digital marketing techniques that you plan to run and analyse the data output, creating a set of recommendations for improvement based on the theoretical data output.
• Together with how you will analysis the results and make recommendations based on output of the analysis. This should be supported through a range of supportive research.

1. Digital marketing campaign objective (10%)

Present TWO digital marketing campaign SMART objectives to improve online demand generation or harvesting customers to increase sales for Kent Camera Castle. Justify these.

Steps to an effective campaign

Steps to an effective campaign action planaction plan

1. Understand the bigger picture (goals). –Your pitch proposal
2. Know your strategy and tactics.
3. Be specific.
4. Create a written plan.
5. Create deadlines and milestones.
6. Ensure it is measurable.
7. Don’t compromise.
8. Be clear.
9. Be thorough.

Planning

• A strategy without a plan is just an idea.
• To deliver a digital marketing strategy it is important to understand:
  • Where are we now? (A)
  • Where do we want to get to? (B) 3) How do we get there?
• A) is defined by research and insight, and B) by a vision and mission.
• The plan is how to get from A to B.
• Lack of planning can result in spending more time, money and resource fixing problems, can be demoralising, and can cause the strategy to fail.

2. Overarching Digital marketing– (20%)

Overarching Digital marketing campaign - Proposal and Plan based on the campaign pitch (20%)

Produce a clear overview of the campaign including the components that make up a digital marketing campaign, supported with evidence of best practice. This must include the outline of the digital techniques mix to meet the objectives set out in (1), demonstrating the justifications for your selection.

In your assignment you will therefore need to consider and describe the planning process for the campaign you plan to undertake, which model you plan to use and why. Consider models that reflect the customer journey and the funnel stages (AIDA) within the model, demand generation, harvesting and loyalty building, and this fits with your plan. You will need to identify the digital channels and mix and justify these by highlighting key features of each and one drawbacks, thinking about the cost efficiency of each channel. The digital technique mix proposed should be carefully selected, not only to ensure the elements are appropriate for Kent Camera Castle, your target audience, but also with the focus of improving customer sales.

These Digital channels, possibilities could include search engine optimisation (SEO), online advertising, search advertising, social media, mobile marketing, website design etc. You should include a simple holist overview plan and timeline of the pre, during, and post campaign activity that a manger will need to undertake.

Discuss why your plan will be effective in reaching the objectives set in (1).

3. Measurement Plan and analysis– (20%)

Devise an overarching measurement plan (end-toend) and decide on which metrics will be used to monitor and evaluate the campaign activities, highlighting the benefits to the organisation of this approach and how you might communicate the results to different levels of management. You will need to think about the whole measurement plan and how this integrates into campaign Proposal and Plan, rather than just thinking about KPI’s.

4. Recommendations for improvement (30%)

Discuss in detail paid search and display ads in terms of the implementation tasks and best practice as if you are approaching this as the digital marketing manager. Discuss areas that as a Digital Marketing Management Assistant you must be aware, and any risks. Furthermore, describe how you will deal with any change requests and the implications that might arise.

NOTE - (This is not in the context of Kent Castle Cameras but rather from a general campaign planning viewpoint)

Additional Additional

• Referencing 10%
• Presentation 10%

Imortant

• Word limit – 2000 words (+/- 10%)