Explain how you think digital marketing currently fits into the company’s overall strategy/business objectives
Hello,
I would like a Mini audit done. the first two pages are key takeaways from the course which I will provide digital text book. and the other 5 pages require you to outline how you feel digital marketing strategy can be leveraged either at your current place of employment (internal perspective) or at a company you would like to work for (external perspective). As part of the page limit for this section, you should address the following along with other relevant information:
Explain how you think digital marketing currently fits into the company’s overall strategy/business objectives
Identify how you think it should fit (i.e., recommendations for digital transformation going forward)
Briefly identify what you think are the major areas of improvement related to digital marketing needed by the selected organization (this should provide a brief audit of the digital strategy across different areas – it doesn’trequire you to cover all areas)
Identify your recommendations for addressing these current shortfalls and priority areas in the digital marketing strategy
Please keep in mind this is all in one document. Please make sure the writing is all 7 pages NOT including graphs and others from your research
The company we will be focusing on is. https://www.motorolasolutions.com/en_us.html?geo=redirect
Please make sure to use some of these websites to help with information
SimilarWeb.com
moat.com and adbeat.com
Spyfu.com = PPC & SEO info + lots of data including customizable graphs for free (my favorite of all the search
related tools)
SeoSitecheckup.com = Technical SEO data on a page-by-page basis
Requirements:
Individual Assignment #2
Digital Marketing Strategy Reflection Paper/Mini-Audit
This is the final individual assignment for the course. Please submit your assignment to the appropriate assignment area in Canvas prior to the outlined due date.
Assignment Overview:
The assignment requires you to reflect on the course material covered throughout the semester and your involvement in the digital marketing audit/plan project for the course.
Learning Objectives:
The assignment provides you an opportunity to reflect on your learning experiences in this course and thoughts about digital marketing strategy at either (a) your current place of employment or (b) your ideal place of employment (aspirational employer).
About the “Case Study/Client”
For the purpose of this individual assignment, you have one of two options depending on your current employment situation and personal preferences. Note, you can choose option #2 whether or not you are currently employed.
Option 1 is to use your current place of employment to briefly outline how your organization views/uses digital marketing and what improvements might be necessary moving forward at your company. With this option, you will outline how the organization might better leverage digital marketing strategy based on your internal perspective.
Option 2 asks you to identify a company you would like to work for (i.e. your ideal company/aspirational job). With this option, you will outline how the organization might better leverage digital marketing strategy based on your external perspective.
Assignment Details:
Part A = Personal Reflection on What You Learned in the Course: In a Word document or PDF file, provide a maximum two page summary of your key takeaways from the course, what challenges and/or opportunities exist for digital marketers moving forward, and how you feel the different areas of digital marketing we discussed fit together.
Part B = Digital Marketing Strategy at Option 1/2:
The second part of the assignment requires you to outline in a max of five pages how you feel digital marketing strategy can be leveraged either at your current place of employment (internal perspective) or at a company you would like to work for (external perspective). As part of the page limit for this section, you should address the following along with other relevant information:
Explain how you think digital marketing currently fits into the company’s overall strategy/business objectives
Identify how you think it should fit (i.e., recommendations for digital transformation going forward)
Briefly identify what you think are the major areas of improvement related to digital marketing needed by the selected organization (this should provide a brief audit of the digital strategy across different areas – it doesn’t require you to cover all areas)
Identify your recommendations for addressing these current shortfalls and priority areas in the digital marketing strategy
Deliverable = Word document which provides your answers to Part A & Part B (maximum total of 7 pages between the two sections; single spaced)
As part of the reflection essay assignment, you will apply material related to all modules by completing a mini-audit of the digital marketing activities of an organization of your choice.
I suggest spreading your analysis over the eight week semester and provide suggested milestones on the schedule-at-a-glance for you to break this up.
What Your Mini-Audit Should Cover: As you should realize based on the different modules for this semester, we will cover a wide range of digital marketing channels. The image below outlines the different areas an organization may utilize as part of their digital marketing presence and digital strategy – however, your particular organization may not use all of these areas. While your mini-audit is not meant to be a full-scale audit and plan, you should pick those areas you feel represent the highest priority for the organization to focus on moving forward.
Please see the separate document for suggestions on what questions to consider answering/addressing for each relevant area you decide to analyze. Again, you don’t need to cover everything. However, this gives you a full perspective of what a more complete digital marketing strategic audit might include to inform the strategic marketing planning process.
This part (Part B) of the reflection essay assignment will be graded based on your ability to concisely analyze the organization’s digital marketing strategy efforts and apply critical thinking to explain the integration of these efforts with other elements of the organization’s overall marketing strategy. Where applicable, you should include relevant data points from one of the data tools/resources (see suggested audit tools in this module) to help justify your analysis and inform your recommended strategic actions. You will also provide justification for budget prioritization that identifies the relative importance or prioritization of implementing each recommended action.
We have compiled a list of valuable competitive intelligence tools that digital marketers use everyday to get a better understanding of how their digital marketing efforts are performing relative to competitors. Usually brands will have Google Analytics (or another tool) to see their own data, but not the competitors. These tools provide estimates that allow for relative comparisons when using data within the tools to compare two or more brands.
Similarweb.com = site traffic/engagement
Moat.com and adbeat.com = Digital display advertising
Spyfu.com = PPX & SEO info + lots of data
Seositecheckup.com = technical SEO DATA on a page by page basis
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