Digital Marketing Communications

Explanation of what digital marketing communication is, supported by references

• Identification of brand, company and country for this report
• Brief outline of what the report will include.
• Task 1 – Audit of the brand’s digital marketing funnel (800 words)

Map the brand’s current digital marketing activities against the five stages of the marketing

• funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy)

Explain the purpose of each stage and critically evaluate, giving examples, the effectiveness

• of the five-stage marketing funnel as a tool for your brand’s digital marketing communication activities

Evaluate the effectiveness of the chosen framework for this brand, to include a discussion

• of: (Advantages or benefits of this framework and Disadvantages or limitations of this framework)

Task 2 – The use of Search Engines (600 words)

Briefly explain the role of, and the differences between, SEO and SEM in digital marketing

communication

• Analyse the role of SEO and SEM for developing optimised search strategies

Briefly explain the role of content for your brand across the marketing funnel

• Analyse the role of SEO and SEM for developing effective content strategies
• Task 3 – Paid, Owned and Earned communication (600 words)
• Briefly explain using examples from your brand, the difference between paid, owned and

earned media

• Assess with referenced evidence the different types of paid, owned and earned media used

by your brand

• Assess the selection, frequency, and balance of these different types of media as used by

your brand across its marketing funnel, including why this is important

• Task 4 – Key Findings and recommendations (150 words)

Using your key findings from each of the three tasks above, assess to what extent your

chosen company is using digital marketing communication effectively.

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