To support digital transformation and growth, business organisations are becoming more digital savvy and are developing digital marketing plans. The role of digital marketing is to help organisations gain new traffic, leads and sales for their business by expanding reach to consumers looking for products and services. 

The aim of this unit is to introduce students to digital marketing and its importance in the successful marketing of organisations. The unit will enable students to develop an understanding of how organisations use various digital tools and techniques to engage their customers and maintain a competitive advantage. Digital marketing is a major component of the successful marketing of organisations. 

The digital landscape is continually evolving; it is important for marketers to stay ahead of their competitors and deliver cutting-edge digital marketing approaches and strategies. This unit is designed to give students the knowledge and tools to work as part of a digital marketing team or to go on to further study in this specific area.

Formal Report which covers LO1 and LO2

Your findings should be presented in a Research Report to the Board of Directors of the chosen organisation in a formal report style. The research report must be clear and concise, stating what the problem/issue is, and include a summary of analysis and recommendations.

All your work must be supported with research and referenced correctly using the Harvard
referencing system (or an alternative referencing system). You also need to provide a
bibliography using the Harvard referencing system (or an alternative referencing system).
Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly.

The recommended word limit for the research report is 3000 (+ /- 10%) words, although you will not be penalised for going under or exceeding the total word limit.

By the end of the task a student will be able to:

LO1 Investigate the influence of the digital environment for effective marketing of business organisations 

LO2 Apply digital tools and techniques for an integrated marketing approach within a given business organisation

• Examining, critically analysing and evaluating digital marketing opportunities and challenges for effective marketing of business organisations
• Articulating and effectively interpreting data in clear and structured format for diverse business needs
• Analysing and applying integrated marketing approaches and evaluating their benefits on the business organisation
• Applying effectively and appropriately digital tools and software systems to deliver marketing outcomes efficiently
• Assimilating and analysing data and information from a range of sources to support marketing activities.

You have been recently recruited as a Marketing Assistant Manager for Novi.digital digital company. You may choose an organisation of your choice or preferably an organisation where you work. 

In the first meeting with the marketing directors, you have been informed that there is a prospective client that always relies on traditional marketing strategies such as advertising in local and national newspapers, editorials in specialist magazines and advertising campaigns through radio. The directors have noticed that due to a paradigm shift in marketing strategies from traditional to digital, the old strategies are not bringing expected results and the sales are going down every year. 

As an assistant manager in a digital marketing company, the directors have assigned you to create and present the research report on the digital marketing for the new client’s organisation, incorporating digital trends for effective marketing of business organisations. Your report should explicitly mention the necessity of utilising digital tools and techniques for an integrated marketing approach within your chosen business organisation. You should present data in your report that critically analyses the opportunities and challenges of digital marketing so that the client understands its effectiveness for the benefits of business.

You have been assigned the role of assistant manager in the digital marketing company; your role is to apply digital marketing approaches utilising digital tools and software systems, comparing various digital tools and techniques. 

Investigate the reach, influence and impact of digital marketing on the chosen business environment for effective marketing through digital tools. Examine and critically analyse the opportunities and challenges of digital marketing which help organisations to effectively market their businesses and increase their reach and impact. Draw valid conclusions from the research that you carry out in your report which enables the chosen business in their effective marketing campaign. 

As an assistant manager in a digital marketing company, carry out research and critically analyse how digital marketing influences business organisations. Analyse the impacts of incorporating digital marketing on the marketing of a business organisation. While you analyse the impacts, explore the results of the changing digital marketing landscape. 

Where digital marketing presents opportunities and challenges to businesses and enables them to effectively market their businesses, examine these aspects and critically analyse and draw well researched and convincing conclusions for effective marketing campaigns.

After critically analysing the digital marketing environment, their opportunities and challenges in terms of effective marketing campaigns, you should be able to apply key digital tools and techniques which are available to marketers for an integrated marketing approach. Explicitly examine how effective these digital tools and techniques are in terms of their reach, impact and cost. 

Part 2: Designing a Digital Marketing Campaign and Evaluating Method of Monitoring and Measuring Digital Campaign 

Your findings should be presented in a marketing proposal to the Board of Directors of the chosen organisation in a formal report style. Your work should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 3000 (+ /- 10%) words, although you will not be penalised for exceeding the total word limit.

By the end of the task a student will be able to:

LO3: Design a digital marketing campaign using multimedia to optimise content that targets key audiences 

LO4: Evaluate methods of monitoring and measuring a digital marketing campaign in line with marketing objectives to increase engagement and conversions.

• Designing and delivering tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives
• Capturing audience’s interest through creative marketing campaigns and call to action 
• Evaluating and monitoring the effectiveness of marketing campaigns by choosing the appropriate digital and offline data resources
• Presenting and improving performance in digital marketing

• Evaluating the methods of monitoring digital marketing campaigns

   

As an assistant manager, in Part 1 you analysed the digital environment and examined the related opportunities and challenges. You applied the digital tools and techniques for an effective and integrated marketing approach and marketing campaign for an organisation. 

Design a digital marketing campaign using multimedia to optimise content that targets key audiences in a marketing proposal form. 

Evaluate methods for monitoring and measuring digital marketing campaigns that you design in this part. 

Ensure the marketing campaign that you design is according to the marketing objective of the chosen organisation and enable the organisation to increase customer engagement and conversion. 

As an assistant marketing manager, design a marketing campaign.

Establish campaign goals and align with wider organisation marketing objectives. Integrate elements of the marketing mix, set objectives, and select digital tools, platforms and channels to meet digital marketing campaign objectives. Your marketing campaign should explicitly demonstrate the campaign theme and the creative concept. 

Structure the digital marketing to maximise reach, influence and impact. In the design of the marketing campaign, design factors should provide a seamless customer experience, e.g., customer journey, consistent brand identity and messaging.

Evaluate methods of monitoring and measuring the designed digital marketing campaign in line with marketing objectives to increase customer engagement and conversions. Use monitoring and measuring techniques, measurable metrics, key performance indicators and use of analytics platforms. 

LO3 and LO4

D2 

Create a multimedia
digital marketing
campaign that provides a seamless customer
experience and applies
appropriate measures
and performance metrics
aligned to digital
marketing objectives.

P5 Evaluate the
measurement techniques
and performance metrics
in digital marketing.

 

P6 Present a set of
actions to improve
performance in digital
marketing.

Student declaration

I certify that the evidence submitted for this assignment is my own. I have clearly referenced any sources and any artificial intelligence (AI) tools used in the work. I understand that false declaration is a form of malpractice.