Digital Marketing Audit and Strategic Plan for [Organization Name]: A Critical Analysis

Knowledge and Understanding

Knowledge and understanding.

a)Demonstrate a critical application of the theories and processes used to explain and understand the impact of digital marketing strategies in organisations within different contexts

b)Critically discuss how digital marketing managers could use a wide range of digital marketing data and information in order to aid effective decision making in digital organisations

c)Develop a critical understanding of how the digital marketing manager shapes the customer experience in both real and virtual worlds

d)Demonstrate a critical understanding of the contemporary issues, theories and conceptual frameworks to select and justify an appropriate approach to digital marketing for an organisation

Skills, qualities and attributes.

a)Demonstrate the ability in both the application and synthesis of knowledge and problem solving in order to make analytical and judgmental recommendations based on an understanding of different contexts and the key theoretical approaches

b)Demonstrate confidence in developing and proposing effective and engaging web page material

c)Demonstrate and exhibit the ability to communicate key issues and arguments through the use of digital technologies and the written word to a professional standard.

Assessment context

You have been commissioned to create a digital marketing audit and strategic plan. The board of company directors has decided that the company needs to redevelop their digital strategies to improve business performance. This represents a major shift in the strategy of the business and the digital presence of the company will need to be changed accordingly. Your digital marketing plan should therefore focus on the broader digital marketing macro-environment; internal and external challenges related to selling online; and the fundamental design principles that can inform strategy formulation.

Requirements

You will need to select an organisation that is local, national or international, and for profit or charity. Crucially, the organisation must already have some online presence. This assignment comprises a 4,000 word individual report and represents 100% of the module grade. The marketing plan must demonstrate evidence of secondary market research, explicit reference to web/usability design, and reference to peer-reviewed journal articles.

Please note: this assignment is based on available secondary data. Direct and personal contact with your chosen organisation is strictly forbidden.

Recommended Report Structure:

Title page (not included in word count)

Contents page (not included in word count)

Executive Summary (not included in word count)

Include:

·Reason for, and purpose of the report

·Brief background of the organisation you chose for this assignment.

Critical Digital Marketing Audit

Skills, Qualities, and Attributes

Drawing on the digital marketing audit you conducted in your formative assessment you should, and further organise these points into a meaningful discussion:

Consider:

·Present an external environment (PESTEL and Porter’s Five Forces) analysis for factors that will impact your chosen organisation for the next 12 months. Identify important disruptive technologies.

·Present an analysis for the chosen organisation focusing on internal factors/requirements. Critically evaluate the organisation’s current digital capabilities and discuss implications once the identified technologies are adopted by your organisation. (the 7S model, the TAM model, digital marketing maturity model).

·Discuss three areas driven by the identified disruptive technologies that present opportunities or threats to your organisation.

Targeting Digital Consumers

·Use one digital customer persona and one online customer journey map to demonstrate your in-depth understanding of the consumers that are influenced the most by the identified disruptive technologies. Identify any vital touch points during their decision-making journey with justifications from their persona.

·Evaluate the type(s) of content online and recommend which type(s) (Paid, owned, earned, or social) the company should improve and how.

·Assess the design of the organisation’s official website – is it fit for targeting the customers identified above? And why?

·Critically evaluate the use of social media of the organisation.

Digital objectives and strategies development

·This section should include a detailed discussion on three smart digital objectives that your organisation should adopt for the next 12 months. 2 KPIs for each objective need to be identified and justified to monitor and evaluate the performance. You need to provide links between these objectives and findings from Section 2 and 3.

·Discuss and develop one digital marketing strategies related to the three digital objectives you mentioned above. This is the opportunity for you to write a more critical discussion around the identified disruptive digital technology (in Section 2) and the adapted strategy (in the current section, Section 4).

A summary of all the major findings from your secondary research, highlighting the importance of digital marketing to your organisation and any points that were not developed into objectives in Section 4.

References (not included in word count)

You are expected to demonstrate that you have utilised a range of academic and practitioner sources, all of which must be appropriately referenced using Harvard style.  

You should have some screenshots for evaluating your organisation and its competitors’ websites, and other online content as well as results from using online analytical tools in the main body of your report. Extra information can go into this section.