Boden’s Digital Marketing Strategy

Boden’s Digital Marketing Strategy Order Description   Interactive Marketing – Final Report - Checklist To start your analysis • Do a complete audit of all Boden’s digital marketing channels / assets • Research Boden, their offering…you need to determine: – Who is their consumer – do a detailed persona – What is their offering – range, targeted at, budget / mid range / everyday premium / luxe • Market Research – Players, positioning • How does this market operate , what are key success factors Pick your most direct competitor • Consider target audience / product / positioning of each of the players in the market. • You might even draw it up on a positioning grid. • Who is the closest to Boden as a direct competitor – think target audience / product / positioning. • Once you’ve picked the most direct competitor, do an audit of their digital marketing efforts. Resources to audit digital marketing efforts • We’ve used Alexa…here is the link to the free audit • https://www.alexa.com/siteinfo • Here are some additional free resources that can help. The first one, Semrush is an excellent alternative to Alexa….the balance will help with social media marketing • https://www.semrush.com/ • https://www.fanpagekarma.com/ • https://moz.com/followerwonk/ • https://likealyzer.com/ • https://keyhole.co/ Research to support your plan • When developing your plan, make sure to dig deep in terms of research to support your plan. • You can support your plan with journal articles – academic & professional, online articles, newspaper articles etc. • I’ve added in a whole lot of additional articles in each week that will help you go deeper into each topic (for your own knowledge) , as well as help with research….feel free to use as reference sources. Developing your plan • Where are the gaps you see in the analysis ? • What are issues that Boden needs to address ? • What should Bodens objectives be, given your market analysis and looking at their direct competitor ? • What is your strategy for reaching their target consumer ? • (A tip…this is the crux of your analysis…ts not about spreading your digital marketing efforts…think Bodens consumer…who are they…where are they…you need to go to where they are…what is the strategy to reach them…how will this be measured) For consideration… • Use of traditional VS digital advertising channels • Online word of mouth and online reviews • Viral marketing initiatives • Search engine optimization success • Social media presence • Online ads • Mobile marketing • Inbound marketing initiatives • Conversion / customer lifetime value estimates • Reflections on their online business model • Other aspects that you find interesting (e.g. web site design) Your recommended solution • Your solution needs to answer the following questions: – Does it offer a solution to the gaps you saw in your analysis? – Does it deliver to objectives you have set? – Is it directed at your target audience? – Is your strategy creative , original, have the ability to enable Boden to stand out in a crowded market place? Is there clarity around your strategy or is it just a collection of activities? (Remember the KISS principle) – Is it specific, practical, easily implementable…is there a timeline ? – Have you highlighted advantages or any downsides? – Also, think about how you will measure achievement of objectives • The sell • As a consultant, your role is to sell your analysis and strategy to Boden. • How do you package it up so that : – its persuasive – caters to your audience – remember, not all of them will be familiar with digital marketing – tells a story – is interesting to read – is backed by research – tables, charts, appendices are well structured – and brings the strategy to life? • Also, don’t forget to add in how you will measure achievement against objectives Possible Structure • Executive Summary • Market Analysis • Competitive Analysis • Buyer Behaviour & Target Segment Profile • Current online marketing tools – gaps & recommendations • Appendices – screenshots / reports from your analysis