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SCHOOL OF BUSINESS Assignment One Digital marketing analysis report |
Term Four, 2020
MK7.10 Social Media Marketing
| Weighting: | 35% of final grade |
| Length: | Approximately 3500 words + / 10% ( excluding references) |
| Due Date: | Tuesday 27 October 2020 |
| Time: | 5.00 PM |
The School of Business has a policy of no late assignments. However, an assignment handed in up to 24 hours late will be marked. A deduction of 20% of the total marks available will be made. Any assignments received more than 24 hours late will not be marked.
introduction
This is an individual assignment which aligns with LO1 and LO2. It is designed to help students expand their theoretical knowledge about the fundamental principles of digital marketing and apply relevant theories & technical skills by 1) analysing the impact of technical, social, cultural trends along with legal and ethical regulations on a company’s digital marketing strategy and 2) evaluating the company’s existing digital presence through application of digital marketing audit, and 3) generating strategic solutions to identified problems
instructions:
Through this assignment you will be auditing a company’s digital marketing strategies by examining its digital presence (particularly through social media), online engagement and involvement with online users and marketing tools employed.
You are required to suggest some strategic recommendations based on your analysis of current or potential problems faced by the firm during your digital audit.
Following are the major tasks involved in this assignment:
| Task 1 | Background Information. This task focuses on the evaluation of how fundamental principles of digital marketing have been employed/ practise in the context of the selected company and its industry. |
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Guidelines: Select a company for the assignment that satisfies all of the following constraints: This should be a company with an established digital presence in New Zealand. This means that the company uses a variety of online media including a website/blog, at least 2 social media channels, and email marketing Number of followers for each channel should be at least 1000 The company regularly posts across different digital media State the purpose of the report, introduce the company and provide the essential context needed to understand the company’s overall marketing strategy including but not limited to the company’s offering (product/service), USP, positioning, target markets, and current digital marketing practices. Explain the competitive advantage in order to show how the company can realise significant gains by using social media marketing Describe how social media marketing can contribute by concisely listing the social media actions that will be required to secure the competitive advantage. Discuss benefits and challenges of digital marketing for your company and its industry. Identify and evaluate the key principles of digital marketing the company incorporates into their strategy. The discussion should include both relevant studies and supporting evidence such as industry insights & market research. |
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| Task 2 | . Digital Marketing Strategy Planning Observe the company’s current digital marketing practices to: 1) understand if the current strategy aligns with the company’s marketing goals & objectives, 2) get insights into audience engagement and content performance across all channels, 3) evaluate the website traffic and the sources it comes from, 4) identify well-performing areas as well as gaps/problems in the strategy, and 5) identify trends that the company can use to modify its digital marketing strategies. It is recommended to use the industry approved digital audit guides/templates selected for the assignment. Supporting evidence (for example, screen shots of analysed data) should be provided in the assignment. Some supporting evidence, for example social media audit templates in Excel can be shared on Google drive. |
| Guidelines: The first step in social media marketing planning is to listen to what people are saying about a company thereby enabling the organisation to determine its current social media presence. In order to the understand the vast nature of Social and Digital Media, collect and analyse data on the following aspects of the company’s digital marketing: General business & digital marketing goals: review the company’s business and digital marketing goals, and main focus areas. Assess to what extent the company aligns its digital marketing goals and business goals. Target markets (Buyer Personas): analyse the existing target markets (at least two) in order to identify if there are any BPs that are not included and reflected in the company’s current digital marketing campaigns. Competitor analysis: identify two main direct competitors and analyse their target markets, paid and organic content strategies across different channels, key messages, website traffic and performance, any brand partnership (if applicable). Identify areas where the competitors outperform your company as well as success factors behind their digital marketing. Website/blog performance: evaluate the website’s visibility, sources of traffic, factors driving traffic to the company’s website, content strategy including paid and organic content, forms embedded on the website, design and navigation, website integration with social media & call-to-actions. Assessment of the website content alignment with the target market. Social media: analyse the company’s social media channels, engagement rate, content strategy across different channels including social media messaging apps and tools (Facebook messenger, WhatsApp, chat bots if applicable), key messages & approaches that generate success. Evaluation of paid, organic and curated content. Assessment of content alignment with the target market characteristics. Sentiment analysis: Show the number of positive, neutral or negative mentions on each social media platform where the company has a sizable presence. Social media monitoring: Comment on the copy, contents, reach of the social medial posts. Indicate the number of followers for each of the selected social media platforms. Measure how often the company posts on each social media platforms. Observe and Comment on the number of comments, likes or replies to company generated contents. Setting social media goals: Identify the specific digital marketing/ social media goals that stand the best chance of achieving a competitive advantage for the selected firm. These goals may include brand building, increasing customer satisfaction, raising product/brand awareness, driving word of mouth recommendations, generating leads and search engine optimisation. Determine strategies:Once the digital marketing / social media goals have been set, the next step is to identify the strategies best suited for helping the firm reach them. Your digital / social media strategies may address at least the following areas Listening to customer voice Interacting with customers Engaging customers to drive word mouth recommendations Influencing the target market ( Buyer persona selected earlier) Connecting with customers | |
| Task 3 | Strategic Recommendations and Conclusion Summarise the key strategic recommendations & provide practical action-oriented recommendations that address marketing gaps/problems which emerged during the analysis. This part of the assignment should be supported by both relevant studies and evidence such as industry insights & market research. |
| Guidelines: Recommendations: provide practical action-oriented recommendations. Make sure that the recommendations are strongly linked to gaps/problems which emerged during your observation and monitoring and are supported by relevant academic studies and industry insights. Conclusion: explain the importance and usefulness of a properly structured social media marketing strategies for the company. | |
| Be sure to consider the performance criteria on the marking rubric for this assessment. |
Assignment 1- Digital marketing analysis report
| Student Name: |
| Levels of Achievement | |||||
| Performance Criteria | Outstanding | Accomplished | Capable | Needs improvement | Mark |
| Background information | |||||
| 1. Company introduction/ evaluation of its marketing strategy & digital marketing | – Provides in-depth background information on the company’s overall marketing strategy. – All key principles of digital marketing are identified and critically evaluated in great detail. – The discussion is continuously supported by relevant literature and industry insights. |
– Provides appropriate background information on the company’s overall marketing. – Most key principles of digital marketing are identified and critically evaluated in good detail. – The discussion is often supported by relevant literature and industry insights. |
– Provides modest background information on the company’s overall marketing strategy. – Some key principles of digital marketing are identified and critically evaluated in sufficient detail. – The discussion is sometimes supported by relevant literature and industry insights. |
– Provides little or no background information on the company’s overall marketing strategy. – Little or no key principles of digital marketing are identified Evaluation is minimal or insufficient in detail. No critical analysis. – The discussion is not supported by literature and industry insights or/and evidence used in support is irrelevant to the discussion at hand. |
/15 |
| 12-15 | 10-11 | 8-9 | 0-7 | ||
| Digital Audit | |||||
| 2. Evaluation of digital marketing goals/target markers/competitors | – Provides an excellent review and evaluation of the company’s digital marketing goals. – Demonstrates excellent insights into focus areas in the company’s current digital marketing strategy. Justification always provided. – Relevant analysis of at least two competitors provided with in-depth detail. Appropriate selection of competitors. – Two BPs are accurately identified, explained & clearly presented. – Consistently demonstrates clear synthesis and integration of relevant supporting evidence.
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– Provides a good review and evaluation of the company’s business & digital marketing goals. – Demonstrates good insights into focus areas in the company’s current digital marketing strategy. Justification often provided. – Relevant analysis of two competitors provided in good detail. Appropriate selection of competitors. – Two BPs are accurately identified, explained and clearly presented, but there are minor missing points. – Often demonstrates synthesis and integration of relevant supporting evidence. |
– Provides a modest review and evaluation of the company’s business & digital marketing goals. – Demonstrates modest insights into focus areas in the company’s current digital marketing strategy. Justification sometimes provided. – Relevant analyses of one/two competitors provided in sufficient detail. Appropriate selection of competitors. – One/Two BPs are identified, explained and presented, but there are many missing points. – Sometimes demonstrates integration and synthesis of some relevant supporting evidence. |
– Provides an insufficient review and evaluation of the company’s business & digital marketing goals. – Demonstrates insufficient insights into focus areas in the company’s current digital marketing strategy. No justification provided or focus areas are irrelevant. – Analysis of one competitor provided in minimal or insufficient detail. Inappropriate selection of competitors or/and overall analysis is irrelevant. – One BP is identified and presented. There are many missing points. BP is not explained. – Not able to synthesise and integrate relevant supporting evidence. |
/25 |
| 20-25 | 17-19 | 13-16 | 0-12 | ||
| 3. Website performance & past campaigns | – Comprehensive evaluation of the website’s performance & past campaigns (if applicable). All required tasks are well-developed and completed. – Accurate assessment of the website content alignment with the BPs characteristics is conducted in great detail. – Consistently demonstrates clear & in-depth synthesis and integration of relevant supporting evidence in reporting results. – Always able to understand the collected data and back up interpretations with relevant industry insights. |
– Evaluation of the website’s performance & past campaigns. Most required tasks are well-developed and completed. – Accurate assessment of the website content alignment with the BPs characteristics is conducted in good detail. – Mostly demonstrates synthesis and integration of relevant supporting evidence in reporting results. – Mostly able to understand the collected data and back up interpretations with relevant industry insights. |
– Some evaluation of the website’s performance & past campaigns provided. Some required tasks are well-developed and completed. – Assessment of the website content alignment with the BPs characteristics is conducted in sufficient detail. – Partially demonstrates synthesis and integration of relevant supporting evidence in reporting results. – Partially able to understand the collected data and back up interpretations with somewhat relevant industry insights. |
– Little/no Evaluation of the website’s performance & past campaigns provided, but lacks specific and detail. The majority of tasks are not well-developed and/or completed. – Assessment of the website content alignment with the BPs characteristics is conducted in minimal or insufficient detail. – Not able to synthesise and integrate relevant supporting evidence in reporting results. – Not able to understand the collected data and back up interpretations with relevant industry insights. |
/15 |
| 15-12 | 11-10 | 9-8 | 0-7 | ||
| 4. Social media analysis | – Comprehensive evaluation of social media marketing if applicable. All required tasks are well-developed and completed. – Accurate assessment of social media content alignment with the BPs characteristics is conducted in great detail. – Comprehensive analysis of paid, organic and curated content is performed including messaging platforms. – Consistently demonstrates clear & in-depth synthesis and integration of relevant supporting evidence in reporting results. – Consistently demonstrates clear & in-depth understanding of the collected data and back up interpretations with relevant industry insights. |
Evaluation of social media marketing and brand partnership if applicable. Most required tasks are well-developed and completed. – Accurate assessment of social media content alignment with the BPs characteristics is conducted in good detail. – Comprehensive analysis of paid, organic and curated content is performed including messaging platforms, but there are minor missing points. – Mostly able to demonstrate synthesis and integration of relevant supporting evidence in reporting results. – Mostly able to demonstrate the understanding of the data collected and back up interpretations with relevant industry insights. |
Some evaluation of social media marketing and brand partnership if applicable provided. Some required tasks are well-developed and completed. – Assessment of social media/email marketing content alignment with the BPs characteristics is conducted in sufficient detail. – The analysis of paid, organic and curated content is performed including messaging platforms provided, but lacks specifics. – Partially able to demonstrate synthesis and integration of relevant supporting evidence in reporting results. – Partially able to demonstrate the understanding of the collected data and back up interpretations with relevant industry insights. |
– Little/no evaluation of social media marketing and brand partnership if applicable provided, , lacks specifics and details. The majority of tasks are not well-developed and/or completed. – Assessment of social media/email marketing content alignment with the BPs characteristics is conducted in minimal or insufficient detail. – The analysis of paid, organic and curated content including messaging platforms is not provided or too brief and lacks specifics. – Not able to synthesise and integrate relevant supporting evidence in reporting results. – Not able to demonstrate the understanding of the collected data and back up interpretations with relevant industry insights. |
/15 |
| 15-12 | 11-10 | 9-8 | 0-7 | ||
| Strategic Recommendations and Conclusion | |||||
| 5. Strategic recommendations and Conclusion | – All recommendations are directly responsive to problems emerged during the digital marketing analysis – All recommendations are specific and provide feasible course of actions. – Recommendations are always justified and supported by relevant supporting evidence. -The conclusion is relevant & clearly restate the purpose and results of the report. – Conclusion is strongly linked to the results of the digital audit. – Discusses the limitations of the digital audit in great detail. |
– Most recommendations are directly responsive to problems emerged during the digital marketing analysis – Most recommendations are specific and provide feasible course of actions. – Recommendations are mostly justified and supported by relevant supporting evidence. -Conclusion is mostly relevant & clearly restates the purpose and results of the report. – Conclusion is linked to the results of the digital audit. – Discusses the limitations of the digital audit in good detail. |
– Some recommendations are directly responsive to problems emerged during the digital marketing analysis – Recommendations are partially specific and provide feasible course of actions. – Recommendations are partially justified and supported by relevant supporting evidence. – The conclusion is partially relevant & restates the purpose and results of the report. – Conclusion is partially linked to the results of the digital audit. – Discusses the limitations of the digital audit in sufficient detail. |
– Recommendations are not responsive to problems emerged during the digital marketing analysis – Recommendations are not specific and do not provide feasible course of actions. – Recommendations are not justified and supported by relevant supporting evidence. – The conclusion does not clearly restate the purpose and results of the report – Conclusion is not linked to the results of the digital audit. – No discussion of the limitations or discussion provided in minimal or insufficient detail. |
/20 |
| 18-20 | 14-17 | 10-13 | 0-9 | ||
| Academic writing | |||||
| 6. Writing style/ grammar & referencing | – Writing is always clear, precise, and avoids redundancy. – Strong links are always established between the analysis and supporting evidence. – Coherent proposal structure/ logical development of argumentation is given. No formatting errors. – Always accurately and consistently adheres to APA v.7 referencing style in both in-text and the reference list. – No punctuation, spelling, or/and grammatical errors. |
– Writing is mostly clear, precise, and avoids redundancy. – Strong links are often established between the analysis and supporting evidence. – Mostly coherent proposal structure/ logical development of argumentation is given. Minor formatting errors. – Almost always accurately and consistently adheres to APA v.7 referencing style in both in-text and the reference list. – Minor punctuation, spelling, or/and grammatical errors. |
– Writing is partly clear, precise, and avoids redundancy. – Links are sometime established between the analysis and supporting evidence or established links are not strong enough. – Partially coherent report structure/ logical development of argumentation is given. Some formatting errors. – Adheres to APA v.7 referencing conventions in both in-text referencing and the reference list, but with some errors. – Some punctuation, spelling, and/or grammatical errors. |
– Writing is not clear, precise, and there is redundancy. – Links are not established between the analyses and/or supporting evidence or established links are unclear. – Incoherent report structure, illogical development of argumentation. Many formatting errors. – Does not adhere to APA v.7 referencing conventions in both in-text referencing and the reference list. Many consistent errors. – Many punctuation, spelling, or/and grammatical errors. |
/10 |
| 9-10 | 7-8 | 5-6 | 0-4 | ||
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Total |
/100 |
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