Create a Digital Marketing Plan for a Company (or Product or Service or Division of a Company) of your choice. Should you not have a Company (or Product or Service or Division of a Company) to represent please then contact me to discuss further options.
This highlights some pointers as to what a typical Digital Marketing Plan should include…
Identify your target audience - if you identify multiple targets, rank them in order of importance so that you can allocate marketing resources accordingly. Briefly profile each target group and understand their requirements and expectations so that you can pitch your campaign at the correct level.
Set your objectives - possible objectives could include awareness raising entering new markets, launching a new product, focusing on sales (building Internet sales of a product or increasing the frequency of sales from regular customers), or internal efficiency (decreasing marketing costs, reducing order-taking and fulfillment costs, or improving customer retention rates). OR a mixture of these.
Decide upon the marketing mix - you should choose a mix of e-marketing activities based on the technologies you have seen in the course that will help you achieve your objectives and fit with any existing traditional marketing activities.
Set a budget - careful budgeting allows you to prevent costs spiralling out of control. By identifying the possible returns you expect to make from your investment in e-marketing activities you can compare these with the costs and provide a brief cost benefit analysis
Action planning- identify the tactics for implementing the selected e-marketing activities. The plan should also cover other non-Internet marketing activities that are being undertaken.
Measure your Success - identify and build in feedback mechanisms and regular reviews to enable you to assess the success of your digital marketing activities.
Your assignment should be as long (or as short) as you wish [ remember Mr. Martin Murray's comments (www.interactivereturn.ie) re brevity and to the point - “starting with a ‘Helicopter View' and then looking at specifics”.
As long as it reflects a true representation of an Online & Digital Marketing Plan for your Company (or Product or Service or Division of a Company).
The document will be typed and presented in MS Word format (version not important). Please make sure that you keep a copy of the same document for yourself as we cannot guarantee all assignments to be returned as our correcting procedures ask for us to hold copies of all assignments. All assignments should be submitted within 3 weeks of the finish date of the programme.
AND REMEMBER....
...DONT TRY TO DO EVETRYTHING AT ONCE
You were completely immersed in all of the various channels of digital marketing. Do NOT now rush away and try to implement all of this stuff, you'll only kill yourself.
...STOP!. THINK!
Firstly, start thinking about your assignment, this will provide you with a structure on which to hang your thoughts. The assignment framework is there to support you in terms of organising and laying out the online marketing priorities and budget for your business or company. Work your way through the assignment structure and take your time. Please check the assignment slides.pdf. All students will also find the DMI Assignment Screencast within their class network (you need to be logged in and click on Videos tab on the top).
...THERE IS HELP AVAILABLE
a. On an informal basis we are happy to take a call from anyone if you want to chat about what youre hoping to do for your organisation through your digital marketing plan or of youre concerned about the direction and want to sanity check your ideas. (we're easy but we're not cheap!)
b. This forum is the best place to post any questions you may have as then everyone will get the benfit of the answers and comments
c. Also on a more formal level we have set up some advanced workshops if you really want to sink your teeth into specific channels.
Assignment Submission
Assignments must be submitted by email to assignment@digitalmarketinginstitute.ie with your class start date and location in the subject line of the email and your assigment as an attachment.
The Assignment submission deadline is 6 weeks form completion of the course.
