ecom 301 p 2

1. Devise a digital marketing strategy for your campaign. (Refer to figure 4.5, page 147 or ch4, slide 9) a. Where are you now? (Situation analysis) i. Customer Insight ▪ Who are your followers? ▪ What marketing content do your visitors specifically like? ▪ What part of your content does your audience like? ii. Competitor Analysis 1. How good are your competitors’ websites? 2. How good are your competitor’s social media platforms? 3. What social content works for your competitors? 4. What are people saying about your competitors? iii. Conduct a e-Marketing SWOT analysis for your business (At least 3 points for each element/factor). After completing SWOT analysis, think about the results and act accordingly, how can a SWOT analysis help your business? Note: you can use any free online Sentiment Analysis tools to evaluate your e-Marketing presence (ex: https://www.similarweb.com). 2 b. Where do you want to be? (Business objectives) c. How are you going to get there? (strategy) i. Strategies to achieve each objective d. How exactly do you get there? (tactics) e. Who does what and when? (actions) f. How do you monitor performance? (control) 2. Summaries the marketing mix best suitable for your campaign. (Refer to ch5) a. Product variables ▪ Is our product online-only or a physical product? ▪ What are the extra services around the product? ▪ How to design your online delivery? ▪ What features to include? ▪ The quality of the online product? ▪ Customer reviews ▪ Branding b. Price variables 1. Use low prices to gain a customer base. 2. Do we offer different pricing for different audiences? Ex: new customers could automatically be given discounted purchases for the first purchase. 3. Pricing options that could be varied online: discounts, basic price, refund policies and order cancellation terms. c. Place variables 1. What are the marketing channels used? 2. Are you using the right marketing channels? 3. Am I using all the channels my target audience wants to use? 3 d. Promotion variables 1. What are the Promotion elements/communications Tools work for our sales? 2. What is our approach to content distribution? 3. What are our promotional goals? e. Process variables 1. Tracking processes and the performance of the overall system 2. Delivering customer services 3. How can you implement relationship marketing for your campaign? (Refer to ch6) a. Could you create a virtual community? And how does it help the relationship marketing. b. Could you use digital media to support customers’ advocacy? And how? 1. Permission marketing 2. Personalization 3. Using digital media to increase customer loyalty 4 Important instructions and Notes Part 1 Due 10/15/2021 5 Marks Part 2 Due 11/12/2021 10 Marks Part 3 Due 12/17/2021 10 Marks 1. This is an individual work. 2. You will submit online through blackboard. 3. A cover page is required for each submission, one mark will be deducted if there is no cover page. 4. The submitted document needs to be structured as follow: a cover page, assignments’ requirements’, then your answers. without these instructions. 5. The assignments parts will be each submitted on a different date. 6. The reference list, a minimum number of 10 references and citations is required, and you must use APA referencing style. • Quotations must be cited to its resources. 7. The paper styles: • The format of the paper needs to be introduction, main body and conclusion. • Your work needs to be consistent in terms of style, tone and appearance. • Font size: 12. • Font type: Times New Roman, • Page are numbered. • 1.5 spacing between lines and paragraphs. • Left alignment. 8. Entire project word count, around 2500 words. 9. You must check the spelling and grammar mistakes before submitting the assignment. You can ask someone to proofread your work or use online tools. 10. Up to 20% of the total grade will be deducted for providing a poor structure of assignment. Structure includes these elements: paper style, free of spelling and grammar errors. 11. In case of any questions, please refer to your instructor.