Digital Marketing, Systems & Techniques Question 1 70% of overall mark
You have been appointed as the Marketing Manager of a fast growing fitness fashion company which is launching a new range for sports clothing aimed at Yoga / Gym activities. The company’s other products are currently available through a variety of physical and online stores but it wants to increase sales through its own eCommerce site. Current marketing activity uses a mix of digital and traditional channels. You can make further assumptions about the business as long as they are clearly stated.
Your first task is to define a multi-channel marketing campaign for the launch with a budget of around £50,000. Your plan must provide, in business report format:
1./ A brief overview of the market and assessment of competitors, focusing on the implications for the business.
3./ A definition of target market segments and relevant customer personas.
4./ Justified channel/content selection with indicative costs.
References from both academic and commercial sources should be included.
DMST In-Module Exercise
Marketing Costs
Articles/Whitepapers £1,000
Blog Posts £200
Website landing pages £300 per page
Video (shot & edited) £500 per 30 seconds
Design: Graphics/Flyers etc. £100 per hour
Social Media £750 per month
40 Tweets or 20 Instagram posts 15 Facebook posts
Influencers £10 per 1,000 followers, per blog/post
SEO £650 per month
Page/Blog optimisation. Link building
Paid advertising Text ads £400 per campaign + 10% of ad spend
Shopping £200 per campaign + 10% of ad spend
Facebook £400 per campaign + 10% of ad spend
Other marketing costs. Use Google to search for advertising rate cards, delegate rates, room hire etc.
DMST In
–
Module Exercise
Marketing Costs
Articles/Whitepapers
£1,000
Blog Posts
£200
Website landing pages
£300 per page
Video
(shot & e
dited)
£500 per 30 seconds
Design: Graphics/Flyers etc.
£100 per hour
Social Media
£750 per month
40
Tweets
or
20 Instagram posts
1
5 Facebook posts
Influencers
£10 per 1,000 followers, per blog/post
SEO
£650 per month
Page/Blog optimisation
.
Link building
Paid advertising
Text ads £400 per campaign + 10% of ad spend
Shopping £200 per campaign + 10% of ad spend
Facebook £400 per campai
gn + 10% of ad spend
Other marketing costs. Use Google to search for advertising rate cards, delegate rates, room hire
etc.
DMST In-Module Exercise
Marketing Costs
Articles/Whitepapers £1,000
Blog Posts £200
Website landing pages £300 per page
Video (shot & edited) £500 per 30 seconds
Design: Graphics/Flyers etc. £100 per hour
Social Media £750 per month
40 Tweets or 20 Instagram posts 15 Facebook posts
Influencers £10 per 1,000 followers, per blog/post
SEO £650 per month
Page/Blog optimisation. Link building
Paid advertising Text ads £400 per campaign + 10% of ad spend
Shopping £200 per campaign + 10% of ad spend
Facebook £400 per campaign + 10% of ad spend
Other marketing costs. Use Google to search for advertising rate cards, delegate rates, room hire
etc.
Digital Marketing, Systems & Techniques