Students develop a digital marketing campaign for an eCommerce based website and devise a strategy to drive more online sales.

The Digital Marketing Strategy report should outline the campaign and digital strategy for the organization, including the following:

1. Digital Audit

Objective: Draw meaningful business insights from Google Analytics data. Analyze both the content and the analytics reports of each social channel provided.

What’s included:

• Audit of current social channels and SEO
• Creation of a Digital Marketing M
• Measurement Model
• Goal setup and monitoring of KPIs
• Determine baseline metrics on Google Analytics
• Assess engagement, click through rate, and conversion rate on social media
• Develop strategies to hit targets

2. Search Engine Optimization

Objective: Provide a search enginge optimization plan. Analyse the websites to gage the site's search performance and make recommendations for improving their search ranking.

What’s included:

• Create an SEO strategy featuring both on and off page SEO.
• Include advanced SEO tactics backlinks and keyword theming
• Conduct keyword research

3. Digital Advertising Strategy

Objective: Provide a marketing communications plan including digital advertising for an event, holiday, etc. Plan and a Google Adwords campaign, include other relevant advertising channels to meet objectives.

What’s included:

• Marketing Communications Plan
• Develop digital advertising strategy for Google and social media (implementation
• dependent on marketing spend)
• Optimize content and landing pages for conversion

4. Content Strategy

Objective: Produce an integrated content marketing plan for a community partner, aligned with its marketing goals.

What’s included:

• Create a content marketing strategy with a 3 month content calendar
• Develop a brand filter for the company
• Create an email marketing strategy
• Create crisis plan for social media and digital PR

Please note: the above bullets are intended to provide you with a starting point. Each student is expected to put on their consultant hats and prepare a quality report that will be presented to the Community Partner. Reports should be no more than 5 pages long, excluding Appendices. Presentations should be no more than 10 minutes long, with a maximum of 12 slides.