LPC DMKT5008 Digital Marketing Summer 2018 Coursework Brief Handout: June 2018 Deadline for...

Question

LPC

DMKT5008
Digital Marketing
Summer 2018

Coursework Brief

Handout: June 2018

Deadline for Submission: 2:00pm, 22
nd
August 2018
Submit this coursework through the Student Portal with a Turn-it-in Report

Word Limit: 4500 words (Plus or minus 10%)

Learning outcomes assessed:

 Explain the foundation principles of digital marketing, and be able to distinguish
etween traditional and digital marketing.
 Identify the relevant laws and guidelines that pertain to the different aspects of
digital marketing.
 Apply digital marketing tactics to develop an integrated and effective digital
marketing approach across different digital domains.
 Analyse the role of content within digital channels.
 Examine the value of on-going analysis and measurement as a way of managing
and evaluating their digital marketing efforts and budgetary spend.

This coursework is worth 100% of the total marks for this module.
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 1 of 11
Coursework Instructions
Please read carefully
• Carefully read the module handbook, the marking criteria and the grade
descriptors.
Academic Misconduct
You are responsible for ensuring you understand the policy and regulations
about academic misconduct. You must:
• Complete this work alone except where required or allowed by this
assignment
iefing paper and ensure it has not been written or composed
y or with the assistance of any other person.
• Make sure all sentences or passages quoted from other people’s work in
this assignment (with or without trivial changes) are in quotation marks, and
are specifically acknowledged by reference to the author, work and page.
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 2 of 11

Blank

DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 3 of 11
Assignment Questions
Clintons
Clintons Cards was founded in 1968 by the
late Don Lewin. Greeting cards were once
umoured to be the most profitable
product on the high street (retail insiders
suggested a £3 card could cost Clintons as
little as 30p to buy from a manufacturer), but by 2012 it had ignored the
threat of email and e-cards. Their mantra “birthdays and anniversaries never
go out fashion” was still right, but the way people once cele
ated them
definitely had. What’s more, their business model of dominating high streets
with multiple stores and buying out its competition was outmoded by the late
2000s. By the time it had launched its own e-card side of the business, it was
too little too late.
At their peak: owning more than 1,000 stores, Clintons once controlled 25
per cent of the greeting card market.
Who replaced them? Clintons is now run by American Greetings (the world’s
iggest greetings card firm), but online retailers like Funky Pigeon and
Moonpig dominate the UK personalised greetings card market.
Additional information http:
www.
c.co.uk/news/magazine XXXXXXXXXX
You have recently been appointed as Digital Marketing Manager for Clintons.
As part of your first project in your new role, the Head of Marketing has asked
you to investigate some new strategies to strengthen and reinforce the
organisation’s digital marketing capabilities and expertise.
Your required to write a report that addresses the following 6 tasks:
1. Discuss the differences between Traditional and Digital Marketing. Explain why it
would be important for Clintons to invest in digital marketing. LO 1
2. Illustrate how Clintons could utilise website optimisation techniques to improve
performance. LO 3
3. Critically discuss how Clintons can use Search Engine Optimisation (SEO) and
Pay-Per-Click advertising (PPC), to improve its website visibility amongst its
competitors. LO 2, LO 3
Your answer should cover:
http:
www.
c.co.uk/news/magazine XXXXXXXXXX
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 4 of 11
 The steps you would undertake to design an effective SEO and PPC
campaign.
 Identification of how the company could target its key audience
through these channels.
 An overview of the relevant laws and guidelines.
4. Discuss how Online Display & Video Advertising and Social Media Marketing can
e used to attract, retain and engage new and existing customers. LO3
Your answer should cover:
 Key activities associated with implementing an online display (and
video) advertising strategy and a Social Media Marketing strategy.
 Justification of which channel is most affective.
5. Outline how Clintons could incorporate Content and Email Marketing into its digital
marketing activities. LO3 & LO4

6. Explain how Clintons could use website analytics to improve performance.
All questions should be supported with the following:
 Key activities, processes or milestones associated with each digital
marketing discipline.
 Appropriate tools and technologies that can be used.
 Relevant laws and regulations pertaining to digital marketing
 Provide examples and utilise real-world cases studies to support your
discussion.
End of Assignment Brief
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 5 of 11
Mark Scheme
XXXXXXXXXXKnowledge and understanding of the subject 40%
 Explain the foundation principles of digital marketing, and be able to distinguish
etween traditional and digital marketing.
 Identify the relevant laws and guidelines that pertain to the different aspects of digital
marketing.
 Apply digital marketing tactics to develop an integrated and effective digital marketing
approach across different digital domains.
 Analyse the role of content within digital channels.
 Examine the value of on-going analysis and measurement as a way of managing and
evaluating their digital marketing efforts and budgetary spend.
 Clear understanding of the assignment
ief and tasks.
Intellectual & Cognitive Skills 35%
 Critical thinking – Objective analysis and evaluation of digital marketing components in
order to form a judgement. (e.g. Online display & video advertising vs Social media
marketing)
 Synthesis, analysis and evaluation - ( e.g. discussion of the differences between
traditional and digital marketing leading to opportunities for Clintons.
 Discussing the merits and limitations of a particular digital marketing component)
 Application of digital marketing components and tools to case in question. (e.g. PPC ,
SEO, Google keyword planner, Analytics)
 Problem solving and research/investigation.
 Well developed, highly relevant, reasoned introduction and conclusions.
Graduate Skills 25%
 Has a number of reliable sources (e.g. Organisation reports, academic journals,
academic text)
 Has researched beyond the key reading appropriate for the subject. (e.g. utilising real-
world case studies and examples to support your arguments)
 Academic honesty - Has avoided plagiarism.
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 6 of 11
 Has used Harvard referencing (in-text citation and reference list)
 Uses appropriate academic conventions (e.g. summaries, paraphrasing etc.)
 Research-related skills (evidenced by collection and interpretation of data to support
arguments)
 Written and visual presentation (e.g fluent writing style, report formatting, the use of
diagrams/graphs/ illustrations used to enhance report)
 Practical and professional skills (work has right level of detail/ complexity)
GSM London Generic Marking Criteria
KNOWLEDGE &
UNDERSTANDING
INTELLECTUAL &
COGNITIVE SKILLS
Graduate Skills:
transferable,
employability, practical
and academic skills
Factual and conceptual
knowledge and
understanding; use of
class materials;
independent reading
Critical thinking;
conceptualisation;
creativity; synthesis,
analysis and
evaluation;
application; problem
solving and
esearch/investigation
Written, oral and
presentation skills;
interpersonal, group
and teamwork skills;
leadership skills;
numeracy; digital skills;
practical, professional
and academic skills
(including
eferencing/presentation
MARKING
BAND
CLASSIFICATION WEIGHTED AT 40% WEIGHTED AT 35% WEIGHTED AT 25%
XXXXXXXXXX% FIRST (1ST) Includes all required
factual content, accurately
and succinctly
summarised.
Well developed, highly
elevant, reasoned
introduction and
conclusions,
demonstrating some
originality.
Within word count or
presentation time.
Includes relevant factual
content only.
Clearly and logically
structured material,
showing excellent
understanding of the
discipline.
Accurate spelling,
grammar, punctuation,
paragraphing.
Systematic, accurate
identification of relevant
concepts, theories and/or
principles, appropriate to
this level.
Information or data
selected from a very
good range of highly
elevant, cu
ent
primary and secondary
sources, and
categorised, analysed
or evaluated using
elevant, methods or
techniques.
Professional, fluent writing
style, appropriate to the
assignment OR
professional, engaging,
confident, audible and
well paced presentation.
Excellent use of technical
vocabulary, where
appropriate.
Exceptional
understanding of factual
and conceptual material,
elative to this level,
including some
understanding of the limits
to knowledge in this area.
Well developed,
coherent arguments,
systematically
eferencing primary and
secondary literature,
with clear rationale for
choices.
Professional visual
presentation, including
font, spacing, margins,
headings, graphics,
images and appendices.
Calculations are accurate,
clearly set out, with
precise explanations.
Excellent integration of
theory and practice, for
this level, using
appropriate conceptual
frameworks.
Co
ect and systematic
use of academic
conventions, references
and bibliography.
Independent, wide-
anging, relevant reading
Excellent application of
numerical and
Outstanding, consistent,
flexible delivery of group
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
GSM LONDON Page 7 of 11
and research, from
authoritative primary and
secondary sources,
appropriate to this level.
statistical methods to
defined problems.
work obligations, for this
level.

tae_636683010669165946_119878_1.pdf

Soumi · Accepted Answer

MARKETING MANAGEMENT
DIGITAL MARKETING
Table of Contents
Introduction	3
1. Differences between Traditional and Digital Marketing and why should Clintons invest in Digital Marketing	3
Traditional Marketing	3
Digital Marketing	3
Key differences between Traditional and Digital Marketing	3
Significance for the Clintons to move towards Digital Marketing	4
2. Ways for Clintons to improve their performance through the usage of website optimisation techniques	5
3. Ways for Clintons to use Search Engine Optimisation (SEO) and Pay-Per-Click advertising (PPC), to improve its website visibility amongst its competitors	6
Steps to create an effective SEO strategy	7
Steps to set up a Pay-Per-Click campaign	8
Benefits of Pay-Per-Click campaign	8
Digital Marketing Laws and Guidelines	8
4. How Online Display, Video Advertising and Social Media Marketing can be used to attract, retain and engage new and existing customers	9
Video Marketing	10
Social Media Marketing	10
5. Explaining how Content and Email marketing can be used by the Clintons, as a part of their digital marketing strategy	11
Content Marketing:	11
E-mail Marketing	11
6. Explaining how website Analytics can be used by the Clintons to improve their performance.	12
Conclusion	13
References	14
Introduction
This report discusses how the new world technique of data and digitalisation has changed the style of marketing, where products or services are targeted according to the taste and style of the consumers. Since, consumers today have flood of choices and information, it is important to recognise the right customer and target them accordingly. It discusses various techniques like SEO (Search Engine Optimisation) among others, to advertise their products or services. It explains why today firms can ill-afford to not change from the traditional-style of marketing and utilise the power of data. 
1. Differences between Traditional and Digital Marketing and why should Clintons invest in Digital Marketing
It is important to acknowledge that digital marketing is not just another channel of advertising, it is altogether different way of crafting message, deciphering knowledge from the data, keeping record of the activities of the customers. Before understanding about the digital sphere, first understand the traditional marketing.
Traditional Marketing
As explained by Tiago and Verissimo (2014), traditional means anything but digital to advertise product or services to the customers. It includes mediums like newspaper or magazines ads, commercials on TV, bill-boards, brochures or pamphlets or posters or when firms find business opportunity through a referrals or networking with other business partners.
Digital Marketing
The world of marketing started shifting towards digital, with the technological invention of internet and continue to advance today. It includes marketing tools like websites, email, YouTube videos, social media platforms, blogs, banner ads, content marketing, and Google ads among others. 
Key differences between Traditional and Digital Marketing
As explained by Cooley (2018), traditional marketing is mostly a one-way form of conversation that is from marketer to customer, which in a way represents a closed and opaque system, where inputs from customers were difficult to gather and acknowledge, whereas, Digital Marketing is an open, transparent and two-way system between marketer and customer, where views, opinions from customers are easier to capture and acknowledge.
Traditional Marketing is a form of mass marketing, where same message is delivered irrespective of type of consumers, whereas in digital world, one-to-one marketing is possible, where personalised messages can be sent to customer. For example, through social media, personal information about customer can be captured, say, brand loyalty, and special gifts can be offered to loyal customers. Such record-keeping of every customer is difficult to do in traditional-marketing.
In the traditional marketing, sphere of influence were mostly actors or celebrities, who presented polished content, which had limited influence on the final consumer. However, in the digital world, actual users provide real or more authentic review about the product or services. For example, in the Amazon e-retail channel, with every product, there are reviews and star ratings are present, and it has been proved in the consumer’s survey that most of the people do get influenced from such ratings and reviews.
In the traditional, the metric used to capture consumers’ reach or frequency is limited and unreliable, for example, it is difficult to acknowledge correctly the reach of newspaper advertisement, because a single newspaper could be read by any number of people in the house or none of them. However, in the digital means, it is easier to know from the methods like pay-per-click advertisement and other advanced techniques.
Traditional marketing is a top-down approach, where there is passive involvement of the consumers and a lot of formal or controlled communication is used. In the digital world, in contrast to this, is a bottom-up approach with lot of active involvement of consumers, where messages are created in real-time basis unlike pre-produced and scheduled communication in the traditional.
One of the key advantages of Traditional Marketing is that people are accustomed to it and every segment of people in the society are well familiar with it, which is unlike digital world, where people who are not comfortable with technology or those who cannot afford digital means are left out. 
However, in the real-world marketers need to find the fine balance between the two, because traditional marketing has its own place in the marketing world, despite more than a decade of digital marketing, traditional means is still popular.
Significance for the Clintons to move towards Digital Marketing
Clintons must realise that today the cards business is largely dominated by online retailers such as Funky Pigeon, Moonpig and Clintons’ strategy of sticking to the traditional means has not resulted much benefits for them. Going ahead, more and more people are getting to the digital platform, and being much cheaper than the traditional cards, it is expected to blossom in the future. Clintons must not totally do away from traditional marketing but attempt to keep balance with digital platform. Since, Clintons are targeting more affluent customers, with unique ideas like cards for divorce and card for passing driving test. There are more occasions for people to send cards, for which people may not like to send traditional paper cards. Hence, it is advisable for Clintons to invest in digital marketing.
2. Ways for Clintons to improve their performance through the usage of website optimisation techniques
Clintons must make all their products available on the website. Website optimisation means giving site visitors the most simple and desirable path towards their goal of purchasing a suitable gift or card. In Digital marketing, website deals itself with search engine optimisation (SEO), search engine marketing (SEM), content marketing, social media marketing, affiliate marketing, email marketing, pay-per-click advertising, and influencer marketing among other. 
The first strategy is to know-the-customer, before utilising any technique, one must keep end user experience on the top of mind, in terms of what they expect, what they want to see and how. As explained by Rahman (2015), first step is to create interactive, engaging website for the organisation, which is not complicated at all and all the information about the product or services and offers is clearly visible, there is section for customer’s reviews and ratings. The platform must guide customers’ right from selection to final pay gateway smoothly. For this, customer journey map can be created using the central personality of different type of consumers, who are likely to visit the web-site.
After the successful creation of web-site, search engine optimisation must be done, so that website link is available on the top in the search list, whenever the user searches for cards or similar gift products by typing the keywords in the search bar like on Google search page. The Content of the web-site must be written in such a manner that key-words are repeatedly used, which will help in elevating the position of web-link in the search results. The Content marketing includes sharing of online material like videos, blogs and social media posts, which do not explicitly promote the brand but indirectly stimulate the interest in the product or services. Website must have similar videos uploaded. However, these videos must not be limited only to the website but also on various social media platforms like Facebook and Instagram. Clintons must make its own Facebook, Instagram and Twitter page, and must regularly upload posts (video or content), which are engaging and advertise their products indirectly. They must attempt to increase the share of likes on their page through regular posts and must target their posts towards a segment of potential customers, who are likely are purchase their products.
Through banner and PPC (pay-per-click) ads, in the appropriate places in different web-sites they must target customers. It is important to keep all the blogs and content up-to-date, original and relevant because sites like Google and Bing analyse that site,

LPC DMKT5008 Digital Marketing Summer 2018 Coursework Brief Handout: June 2018 Deadline for Submission: 2:00pm, 22 nd August 2018 Submit this coursework through the Student Portal with a Turn-it-in...

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