7016MFH Digital Marketing Report

Assignment Description

• Prepare and outline digital marketing plan relevant for a new customer segment and present this in the form of a written report.
• You have been asked to develop digital marketing objectives, strategy, tactics, action and control.

The strategic elements of the plan should be presented in a report format and developed for senior management. All recommendations within the plan must be supported by robust data and information and its digital marketing environment.

The focus of this assessment is to make recommendations by building on the main findings from CW1 and the case study “Monzo”. Your plan must include:

A) Using the both the RACE framework and the 5S’s model related to marketing objectives, develop two objectives for Monzo focusing on improving customer acquisition or retention through digital marketing.

B) Recommend and justify the proposed digital marketing strategy and tactical mix. Focusing on supporting improvements proposed for customer acquisition orretention.

C) Recommend with justification the key metrics that will be used to measure the effectiveness of achieving the digital marketing objectives.

Proposed Indicative content (this is just a guideline)

A )Brief analysis of the current situation of Monzo Two Customer personas Digital strategy Outlined digital marketing mix (tactics) with reference to Owned, Earned and Paid media tactics Action plan Control and Measurement of campaign effectiveness