[vc_row][vc_column][dfd_spacer screen_wide_spacer_size=”100″ screen_normal_resolution=”1024″ screen_tablet_resolution=”800″ screen_mobile_resolution=”480″ tutorials=””][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]The CEO of the company you selected hired you to analyze and give recommendations about the company’s digital marketing strategy. Your goal is to analyze the current digital marketing communication channels and provide actionable insights to the CEO and the board of directors.
The CEO drafted a research outline for you:
1.Introduction and executive summary.
The introduction should explain your research objective, and the executive summary needs to summarize the most important findings.
2.Introduce the company
Discuss the industry, target audience, and the company’s main products or services briefly. Use the Marketing Mix (4 ps) to explain the company’s marketing strategy. The 10-k or annual report is a good place to start.
3. Digital Marketing Strategy.
Provide an overview of the company’s digital marketing strategy.Identify the key components and channels used. ( such as social media, websites or applications, e-mail marketing, SEM, SEO, public relations, affiliate marketing, and Metaverse platforms) Use Similarweb.com to get an insight into website traffic, audiences, and digital marketing channels. Vivvix can give you an overview of how much the company spends on digital marketing.
3.1 Analyze the company’s website/ applications.
-Evaluate the design, user experience, and functionality.
Let’s imagine we picked Netflix as our company to analyze. First, we will start the research on this website: Baymard. We can find general good practices or UI/UX issues on the Netflix website or mobile application. On this blog, I can see into depth information about features on the website, such as personalized artwork or personalized recommendations. We should examine the website ourselves and find out what the user experiences from when they open the website/application to when they sign out. Compare the user experience with user experiences from other competing services such as Disney, Hulu, or Amazon Prime. This will give us an insight into which features make Netflix unique. Include screenshots to illustrate our analysis. Use Similarweb.com to get an understanding of website traffic, users, and website behavior.
3.2. Content Strategy
Evaluate the company’s content marketing efforts, including blog posts, articles, videos, infographics, etc.. Assess the quality, relevance, and engagement level of the company’s content. What type of content does the company publish? Where does it publish content? What kind of topics does the company write about?
3.3 Analyze the Social Media presence of the company.
Use tools such as Sprout Social, Rival IQ, or Hootsuite to get insights into the social media of the company you selected. Evaluate the company’s social media content strategy, including types of posts, frequency, engagement with followers, and use of visuals. How effective is the company on social media? Does the company use influencers? Include visuals.
3.4 SEO and SEM
Review the website’s search engine optimization (SEO) practices. Using some of the tools we discussed in class during the SEO lecture, use an SEO checker, and discuss the results briefly. Using Similarweb.com, Google Media Gallery, or just a search engine, find examples of display, search, discovery, video, and shopping ads the company invested in. Discuss the content and quality of the ads. Include screenshots.
3.5 E-mail Marketing
Find and discuss an e-mail marketing campaign the company you selected launched. Include visuals. You can find many e-mail campaigns at: https://reallygoodemails.com/ or https://emaillove.com/
4. Recommendations
The recommendations should include clear, actionable insights for the CEO and his team to improve their digital marketing efforts.
For example:
Netflix has the capability to introduce Mixed Reality technology to offer users truly immersive interactive experiences. For instance, Netflix could develop a thrilling crime series where viewers engage with various characters, unravel riddles, uncover clues, and solve puzzles through the use of VR headsets, ultimately finding the elusive killer or criminal. By creating more open-ended content, Netflix gains a competitive edge and can captivate existing users in novel ways. Moreover, establishing interactive virtual environments dedicated to specific shows or movies can enhance customer engagement and retention. Imagine a scenario where a user finishes watching a film and then seamlessly joins fellow enthusiasts in a virtual space to discuss their thoughts and ideas about it. Additionally, interactive travel documentaries can transport users to different countries or cities, allowing them to experience the ambiance and culture firsthand, potentially inspiring them to visit these destinations. In these virtual spaces, users can even immerse themselves in local cooking or language learning experiences.
TIPS TO WRITE YOUR PAPER.
Include in-text references for your resources.
Include in-text references when you summarize, paraphrase, or quote from another source. Every in-text citation in your paper must be an entry in your bibliography.
For example:
Good citizenship involves good values, ethics, and behaviors. (Villalobos, Morel &Treviño, 2021) .Since I got the idea about good citizenship from a book chapter, I need to list the reference in the text and include the complete reference in the bibliography.
In Bibliography:
Villalobos, C., Morel, M.J., Treviño, E. (2021). What Is a “Good Citizen”? a Systematic Literature Review. In: Treviño, E., Carrasco, D., Claes, E., Kennedy, K.J. (eds) Good Citizenship for the Next Generation. IEA Research for Education, vol 12. Springer, Cham. https://doi.org/10.1007/978-3-030-75746-5_2
Failing to cite sources is considered plagiarism. It is not sufficient to have only a bibliography. You need to include the in-text references as well.
This is an excellent resource to help you with citations:
https://www.citationmachine.net
Organize your ideas.
First, create an outline and think about the information you want to convey to your reader. Then start writing a draft.
Divide your paper into sections with titles and subtitles. Include a title page, table of contents, introduction, executive summary, main body, conclusion, and bibliography.
After completing your part of the written report, read the entire paper (including the contributions from other team members) and organize your paper. This prevents repeated ideas, mixed-up information, and a hard-to-read report.
Check your paper before handing it in.
You can use free websites such as https://app.grammarly.com or https://www.scribens.com to scan your paper and improve your spelling and grammar. This is important because it improves the clarity and quality of your work.
Useful sources:
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