Report
Question Description
You have recently been appointed as Digital Marketing Executive for an integrated marketing agency. As part of your first project in your new role, the Head of Marketing has asked you to investigate how Toys “R” Us could have utilised new strategies to strengthen and reinforce its digital marketing capabilities Your task is to write a report that addresses the following:
- Discuss the differences between Traditional and Digital Marketing. Explain why it would have been important for Toys “R” Us to invest in digital marketing. LO 1
- Illustrate how Toys “R” Us could utilise website optimisation techniques to improve performance. LO 3
- Critically discuss how Toys “R” Us can use Optimisation (SEO) and Pay-Per- Click advertising (PPC), to improve its website visibility amongst its competitors.
Clintons Clintons Cards was founded in 1968 by the late Don Lewin. Greeting cards were once rumoured to be the most profitable product on the high street (retail insiders suggested a £3 card could cost Clintons as little as 30p to buy from a manufacturer), but by 2012 it had ignored the threat of email and e-cards. Their mantra “birthdays and anniversaries never go out fashion” was still right, but the way people once celebrated them definitely had. What’s more, their business model of dominating high streets with multiple stores and buying out its competition was outmoded by the late 2000s. By the time it had launched its own e-card side of the business, it was too little too late.
At their peak: owning more than 1,000 stores, Clintons once controlled 25 per cent of the greeting card market.
Who replaced them? Clintons is now run by American Greetings (the world’s biggest greetings card firm), but online retailers like Funky Pigeon and Moonpig dominate the UK personalised greetings card market. Additional information http://www.bbc.co.uk/news/magazine-18020006 You have recently been appointed as Digital Marketing Manager for Clintons. As part of your first project in your new role, the Head of Marketing has asked you to investigate some new strategies to strengthen and reinforce the organisation’s digital marketing capabilities and expertise.
Your required to write a report that addresses the following 6 tasks:
- Discuss the differences between Traditional and Digital Marketing. Explain why it would be important for Clintons to invest in digital marketing. LO 1
- Illustrate how Clintons could utilise website optimisation techniques to improve performance. LO 3
- Critically discuss how Clintons can use Search Engine Optimisation (SEO) and Pay-Per-Click advertising (PPC), to improve its website visibility amongst its competitors. LO 2, LO 3
Digital marketing summer 2018 coursework brief
The steps you would undertake to design an effective SEO and PPC campaign. Identification of how the company could target its key audience through these channels. An overview of the relevant laws and guidelines.
- The steps you would undertake to design an effective SEO and PPC campaign.
- Identification of how the company could target its key audience through these channels.
- An overview of the relevant laws and guidelines.
- Discuss how Online Display Video Advertising and Social Media Marketing can be used to attract, retain and engage new and existing customers. LO3 Your answer should cover:
- Key activities associated with implementing an online display (and video) advertising strategy and a Social Media Marketing strategy. Justification of which channel is most affective.
- Outline how Clintons could incorporate Content and Email Marketing into its digital marketing activities. LO3 LO4
- Explain how Clintons could use website analytics to improve performance.
All questions should be supported with the following: Key activities, processes or milestones associated with each digital marketing discipline. Appropriate tools and technologies that can be used. Relevant laws and regulations pertaining to digital marketing Provide examples and utilise real-world cases studies to support your discussion.
Digital marketing summer 2018 coursework brief
Knowledge and understanding of the subject 40% Explain the foundation principles of digital marketing, and be able to distinguish between traditional and digital marketing. Identify the relevant laws and guidelines that pertain to the different aspects of digital marketing.
Apply digital marketing tactics to develop an integrated and effective digital marketing approach across different digital domains. Analyse the role of content within digital channels. Examine the value of on-going analysis and measurement as a way of managing and evaluating their digital marketing efforts and budgetary spend. Clear understanding of the assignment brief and tasks.
