MC7080 Assessment Coursework CWK 002 Assignment Help

Stages of digital marketing plan

Objectives (where do we want to be?)

Clearly explain the objectives of your digital marketing plan based on key findings of your context analysis in Assessment 1.

Set SMART communications and commercial objectives for your digital marketing plan. Apply two/ three components of the 5Ss framework (E.g. Sell, Speak, Save) linked to the RACE framework. You need to develop quantifiable objectives. Use appropriate metrics, KPIs and time scales based on chosen scenario.

Strategy (how do we get there?). Your digital marketing strategy and choice of strategy components should be appropriately justified and demonstrated.

Strategy Components: TOPPP SITE (9 Key Strategic Components)

1.Target markets- e.g. new customers, existing customers, lapsed customers, competitor’s customers. You need to develop a buyer persona for your chosen  target audience. 

2.Objectives (it’s helpful to summarise what objectives the strategy should deliver)-here you may emphasize on RACE framework.

3. Positioning – craft online value proposition (OVP). You may apply the 6Cs of consumer motivation to help define the OVP (6Cs- content, Customisation, Community and participation, Convenience, Choice, Cost reduction-passing savings on to customer)

4. Processes-strategy can involve new processes e.g. marketing automation, Artificial Intelligence (AI), the Internet of Things (IoT) remarketing, split testing)

5. Partnership (strategic alliances and marketing marriages can make marketing easy)  

6. Sequence (or stages, e.g. develop credibility before raising visibility)

7. Integration (of data, web processes and marketing across all communications tools)

8.Tactical tools (or channels: list the priority tools e.g. PPC, SEO, email or PR, social media, and content marketing, etc.)

9. Engagement (there are different levels of visitor engagement- loyalty ladder)

Tactics (how exactly do we get there? - the details of strategy) 

Select and discuss relevant digital communications tools or media channels that can be deployed as part of tactics.

First set quantifiable tactical objectives based on the RACE framework. Your RACE framework should be linked to at least  2 or 3 Ss (i.e. apply two/ three components of the 5Ss framework).  Then explain which online communications tools you intend to use for each element of the RACE framework. Examples of online communications tactical tools include PPC, affiliates, SEO, content, advertising, PR, , social media, mail, etc.). You also need to clarify the sequence of events.

Actions (the details of tactics- who does what, when and how)

Explain how you intend to execute the tactics with excellence and passion. e.g. responsibility for implementation, external /internal skills, and appropriate budget allocation. Here you may also apply the 3Ms to discuss the key resources required which include Men and women (human resources), Money (budgets), and Minutes (timescale).

Control (how do you monitor performance?)

Build in a review process to your plans. Set control systems that let you know whether you are on target to achieve the objectives you set earlier. To achieve this, prepare a monitoring and control chart and schedule and budget for regular monitoring. How do you intend to monitor the performance of your chosen 2 or 3Ss and RACE tactical objectives you set earlier? You can respond to this by setting Key Performance indicators (KPIs).

Explain the frequency of reporting & type of reporting- who reports to whom and what happens to the feedback information in the control loop?

Explain your contingency plans and set a budget for it.

Reference to digital marketing concepts, theories and models and their relevance to the points made.