MKT525 Digital and Social Media Marketing

Task:

Building on the information and insights you gained in Assessment 2 where you performed an audit on an organization, here you are expected to (re)develop a strategy to improve the current position of your organization. This can be in the form of a campaign or an extensive short-term strategy. You are expected to include:

• Executive Summary
  
• Buyer Persona - identification and profile - Try not to use just demographics, as they are somewhat meaningless in a digital space - Please use Table 4.1 ( Heinze et al., 2017 p.95). This includes mapping the buyer journey (Heinze et al 2017, pp 80-82 - section 3.4).
  
• SMART objectives for your campaign/ extensive short-term strategy – the material from the SWOT and PESTLE should be used to inform these objectives. Chapter 4 (pp. 104-106) for suggestions on key digital objectives.
  
• Strategy Statement - Develop a strategy statement by conceptualising digital marketing as it applies across multiple digital platforms.
  
• Strategy – Considering the 8 C’s strategic development guidelines in Chapter 4 (See table 4.7) of your textbook to develop a comprehensive strategic marketing plan on how you will drive the success of your chosen brand/organisation. You must develop and explain at least three (3) digital standalone strategies for your brand and an additional one (1) more traditional marketing strategies. Remember your offline strategies need to be cohesive with your digital strategies. You may want to consider the ‘owned/bought/earned’ model of strategy development (Chapter 6.7 of your textbook).
  
• Conclusion