MKT70017 ASSESSMENT TASKS DIGITAL MARKETING STRATEGY
Aim: This assignment aims to assess ULOs 1, 2, and 3 for the unit of study.
Nature of assessment: Individual task. Word limit: 2,000 words (+/- 10%) Due date: April 19 (before midnight)
Submission: Turnitin submission is compulsory.
Rubric: Refer to the Assignment 2 Marking Rubric below.
Late penalty: 10% of final mark for every 24 hours of late submission (includes weekend)
The Assignment
A digital marketing audit is a current state assessment of all the practices, strategies, and outcomes of a brand’s efforts to establish the state of its online presence. It is important to conduct this assessment regularly (6 to 12 months is common) as it reveals what is performing, what is lagging and opportunities for improvement. Without an audit, brands run the risk of their digital marketing efforts and investments being off track. A digital marketing audit can therefore lead to a reassessment of the entire digital strategy.There are several key steps involved in conducting a digital marketing audit. The first step is to review the brand’s online presence and identify all the channels and platforms being used, including websites, social media accounts, email marketing campaigns, and online advertising. This will help to establish a comprehensive overview of the brand’s digital marketing efforts and identify any gaps or areas that may need improvement.
Next, it is important to analyze the performance of each digital channel and platform. This can be done through the use of analytics tools and metrics such as website traffic, engagement rates, conversion rates, and customer acquisition costs. By analyzing these metrics, it is possible to identify which channels and platforms are delivering the best results and which may be underperforming.
Once the performance of each digital channel and platform has been assessed, it is important to review the brand’s overall digital marketing strategy. This includes examining the target audience, marketing goals, and messaging being used. It may also involve assessing the brand’s overall online reputation and the effectiveness of its content marketing efforts.
Finally, it is important to identify opportunities for improvement and make recommendations for how the brand’s digital marketing efforts can be optimized. This may involve revising the digital marketing strategy, updating the brand’s website or social media accounts, or implementing new technologies or tactics.
A digital marketing audit is a crucial process for businesses looking to optimize their online presence and ensure that their digital marketing efforts are aligned with their overall goals and objectives. By regularly conducting an audit, brands can identify areas for improvement and take action to optimize their digital marketing efforts and drive better results.
The assignment is designed to build and assess your skills in analysing a brand’s digital marketing presence through conducting a digital marketing audit. Your client for the assignment is CERES Fair Food – an online organic grocer and carbon neutral food delivery service (https://www.ceresfairfood.org.au/ (Links to an external site.)). CERES Fair Food is also the client for Assignment 3, which builds on your findings from this assignment.
What you need to do:
Early in the semester, you will receive a brief from CERES Fair Food to provide background information and Review all of the relevant materials that will be provided to you so you can familiarise yourself with the business and brand, including their corporate goals (nb: you may also wish to do some of your own research).
Assess the current state of CERES Fair Food’s digital marketing activity, using your own observation and any relevant analytic
Report your findings in the form of a digital marketing audit (nb: tables and/or figures are useful for summarising some of this information). Consider addressing the following questions:
Which digital tactics, channels and platforms are employed (e.g. search, social media, mobile, video, content, influencer, etc)? How is each performing?
What goals does CERES Fair Food seem to be pursuing via digital marketing? How does this align with what they are (or should be) doing with digital marketing?
Is the brand message clear and consistent across platforms?
Is the content simple, consistent and high quality?
What types of posts are most (and least) successful for each platform? Why is this the case?
What is CERES Fair Food achieving using digital marketing? What is performing well? What is not?
Comment on how CERES Fair Food’s current digital audience compares to their target audience, as well as ideas for how CERES Fair Food might better engage their target audience digitally (nb: draw on your knowledge and skills from Assignment 1). Consider addressing the following questions:
Who are current followers? Who are the influencers?
How are followers engaging? With what? When? In what way?
What audience is CERES Fair Food currently reaching through their digital marketing? Do you believe CERES Fair Food is engaging their audience effectively? Should be targeting these consumers or a different group?
Given your digital marketing audit findings, identify some key areas for strategic improvement (nb: these might relate platforms, content, and audience targeting, for example). Consider addressing the following questions:
What areas of CERES Fair Food’s digital marketing strategy seem to be most in need of improvement (justify your recommendations using the audit findings)?
Are there any obvious suggestions or ideas to improve CERES Fair Food’s digital marketing efforts?
Recommended structure:
Your digital marketing audit should be presented in business report format and include numbered headings, such as the following:
Executive summary
Table of contents
Introduction (to CERES Fair Food and assignment)
Digital Marketing Audit
Recommendations
References
Declaration and Statement of Authorship
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Task 1
This activity is designed to get you started on Assignment 2, the digital marketing audit.
Your individual task is to conduct a mini digital marketing audit of CERES Fair Food.
Analyse the data available about CERES Fair Food (i.e. website, social media ) to conduct a digital marketing audit.
Come up with three insights into either opportunities or areas for improvement in their current digital marketing.
Make sure you have evidence to back up your claims and insights.
Task 2
This task is designed to give you some time to allocate into groups for Assignment 3 and get you started on this assignment as a group.
Spend some time thinking about who you would like to work with, and feel free to reach out and chat to them.
Form groups of 4 students max for Assignment 3, the strategic marketing plan.
Allocate yourselves into your groups on
Set your group up for collaboration (use Microsoft Teams, Slack, Email, or any other channel you wish).
Once you have formed your groups, your task is to develop some objectives for CERES Fair Food
As a group, review your findings from the mini digital marketing audit you completed
You may wish to conduct some additional analysis – think about their target audience, persona journeys, current digital presence, etc.
Using your insights about CERES Fair Food, develop 3 SMART objectives.
