Outline the key components of your digital marketing strategy and Introduce the company and the company products: Digital Marketing Assignment, MU, Ireland

Assignment Structure

Yellow indicates assignment headings

Indicates work to be completed by non-study abroad and those who are here for two semesters.

Indicates work to be completed by studying abroad one semester only.

Indicates work to be completed by everybody.

1.  Executive Summary:

• Outline the key components of your digital marketing strategy. Should be a one-page document, written last.

2. Company Profile:

• Introduce the company and the company products/services.

3. Competitor Profile:

• Introduce the competitors and the reason for choosing your competitors.

4. Digital Audit: This should detail the digital competitive landscape. Completed for your company and competition as appropriate, unless you chose option (c) for your business choice. Please then conduct a digital audit for two competitors. You can keep the main information in the body of the report and put your workings into the appendix. This involves the following:

• Manual keyword research for SEO purposes to see who is ranking for the most important keyword phrases
• In-depth-review for SEO purposes
  1. Screaming Frog exercise
  2. Moz Exercise
  3. Page Quality Rating Scale Exercise
• Conduct user experience review using the below:
  1. LOOP11
  2. Usability Hub
  3. Trust/Distrust factors
• Content review on social channels:
  1. Manual Review of Social Media Platforms.
• Advertising Review
  1. Manual review of Google Ads
  2. Manual review of other forms of ads using Facebook Transparency, Moat, etc.
  3. Objectives and metrics: what are you trying to achieve and how will you measure this?
• Brand awareness? Engagement? Conversations? AIDA Metrics?

6. Strategy: who are you targeting with your strategy?

• Target audience and customer personas.
• Value proposition statement (1), you will generate these using value proposition canvas
• Customer journey use the AIDA model***

7. Tactics: How will you target your personas?

• Content Editorial Calendar
• Google Ads? Facebook Ads? Organic posts across Social Media? Email? SEO work?