1- Choosing a business:
· you will need to choose a small to medium sized business, either for a sole trader or a small-medium organization. Therefore, not a large multinational company.
· It could be a real business. / You can use family or friends’ business as well. / Your interests.
· It can be located anywhere in the world.
2- Build out the sitemap for your business using the tool:
3- Identify the top seven key user experience factors of your site, incorporating your understanding of the customer journey and website quality elements.
4- Choosing your persona:
· This section of your report will show that you clearly understand who the target market for the business is chosen for your case study.
· Present your one page with your business main buyer persona, as explained in the knowledge clip.
· https://xtensio.com This is an alternative tool that will help you to start building personas. You can use either this one or the one by Hubspo)
– Digital Marketing Tools Portfolio
Week 1: Digital Marketing Strategy, Customer Experience CX), Customer Journey and Web development fundamentals
Deliverables:
Word Report. Use the template in the other document.
Written in clear professional business English.
Overview
Stablishing solid foundations of a digital marketing strategy is key to develop a successful action plan. Many businesses get started with tactics and execution right away, jumping into social media, building a website, or looking for influencers. It creates two main problems:
· There is a misconnection of the Digital Marketing plan with the rest of the business.
· It is almost impossible to judge success (is a million unique visitors to your website a success if zero signed up for any services?)
Stepping back and having a clear vision for the bigger picture is important to keep efforts focused and on-track for delivering value. First step is to understand your overall business strategy and your target audience. In this assignment, you will select a business (real, inspired on an existing one, or completely invented) and document a business analysis, using persona as a frame work and setting your Digital Marketing objectives. You are also going to create a website for the chosen company.
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Introduction to company and industry profile Here you will describe the business you have chosen as a case study. We suggest you include information covered in lectures and your research, including: · General description of business: – Name (bear in mind copyright issues) – Industry where it operates – Why you chose this business – Is it an existing business (of a close connection or of your own) or completely invented? – Main competitors – Location – Number of years operating – Other background information, relevant for the business (e.g., number of years operating, SWOT analysis, …) |
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Target Market Analysis: buyer persona This section of your report will show you clearly understand who is the target market for the business chosen for your case study. Present your one pager with your business main buyer persona, as explained in the knowledge clip. and are two resources to get started in learning more about personas. It is a good start to learn more about creating personas, providing you with a template. You can use one of those templates or choose another one. |
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For your chosen business, describe: · Financial Business Objective. · In the given Marketing funnel REAN framework (Reach, Engage, Activate, Nurture): · Decide which of the Marketing Objectives of the REAN funnel are the priority for your business (choose at least two from Reach, Engage, Activate, or Nurture) · Define your DM marketing objectives · Explain at least two tactics (digital tools) for each of them. Try to add a third tactic offline, so you will link online and offline touchpoints |
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Identify the top seven key user experience factors of your site This section of your report will show you clearly understand how the customer experience matters and how it will actually affect bottom-line results and revenue. Prioritize and list the top seven factors and 3-5 sentences for your top three factors on why they are important. 5% of your total portfolio grade. |
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Build Out the Sitemap for Your Business Create your own sitemap using the tool . This will be the foundation for building your full website later. 5% of your total grade. |
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Build your business webpage Build your business webpage using Wix. Make a short clip of it: your screencast can be uploaded to YouTube and is a maximum of 2 minutes, giving both a visual and verbal walkthrough of your website, sharing highlights. Please reference template for key tips and resources. 10% of your total grade. |
