Create a digital marketing plan for a small to mid-sized business that is currently lacking a strong digital marketing presence (hereafter referred to as the “client company”). Assume the role of digital marketing consultant retained to create an actionable digital marketing plan for the client company. Each week, you will write additional components of this plan so that by the end of Week 4 you have a complete digital marketing plan for the client company. Please do not submit prior weeks’ revised content, but only the new components you are tasked with writing. Write in third person (avoiding first person pronouns like I, me, my, etc.).
Here are the components of the digital marketing plan due for Week One:
BEFORE YOU BEGIN: Submit your client company idea to the discussion board by the Wednesday EOD, of Week 1. After receiving instructor approval for your client company, develop the following sections for your digital marketing plan:
Company Overview – This section should introduce the company and its products/services, provide a brief background, and identify type of internet business model the company uses (see Chapter 3).
Target Market – This section should identify the target market(s) that the company focuses on. Include as many geographic, demographic, behavioral, and psychographic variables as are relevant to explain the target audience.
Digital Marketing Audit – This section should provide an assessment of the strengths and weaknesses of the company’s current digital marketing efforts in all the following areas: website design and functionality, email marketing, search engine visibility (organic and paid), paid digital advertising, digital customer support, social media marketing, customer relationship marketing, and mobile marketing.
Competitive Digital Marketing Audit – This section should identify at least two direct competitors focused on the same target market and provide a brief assessment of their strengths and weaknesses in the same areas listed in the section above.
Students are encouraged to use tables to present their findings in the digital audit and their competitive analysis.