Digital Marketing, Systems & Techniques

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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

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