MKTG3013 Marketing Media Insights Assignment

Assessment Task Overview:

1. Using social marketing media insights, e.g., voice of customers (VoC), identify an idea for a new product/service (or an idea for improving an existing product/service). In the report - discuss and provide evidence of the analyticsdriven market research processes and procedures used in conceiving the idea.
2. Using marketing media insights, develop content for a webpage, a Facebook Page post, and a Google Text Ad using Google Ads (previously AdWords) to market the newly conceived product/service. In the report - discuss and provide evidence of the keyword research processes and procedures used in developing text content.

See task details on the next pages.

Recommendation:

Before start working on the assessment, Google ‘Ombre, TieDye, Splat Hair: Trends or Fads? "Pull" and "Push" Social Media Strategies at L'Oréal Paris’ and review relevant content to understand how marketing media insights are used in product/service development/improvement.

Sections of the Report:

The report should have the following sections. Use appropriate sub-headings/subsections (e.g., 2.1, 2.2, 3.1, 3.2) as required to present an excellent and engaging report.

1. Introduction
   Explain the purpose and the structure of the report (e.g., relationship between each section). Provide a summary of the insight-driven product/service idea that forms the basis of the report. In brief, justify why marketing media insights are critical for conceiving the product/service idea discussed in this report.
2. Marketing Media InsightDriven Idea
   In this section, provide details of the insight-driven idea for a new product/service (or an idea for improving an existing product/service). Discuss the market research processes and analytics procedures used to explore VoC across various marketing media/channels (e.g., social media, blog, vlog, news, search). In addition, discuss potential ‘value to the customers’ and ‘value to the firm’ if the idea is implemented. This discussion needs to be strongly supported by findings/recommendations in journal articles (e.g., marketing theory) and industry reports. See the marking rubric for additional details.
3. Marketing Media InsightDriven Content
   If the insight-driven idea is implemented, i.e., a new/improved product/service is ready for the market, the firm needs to post the product/service details online. In practice, firms take a search engine optimisation (SEO) perspective when developing online text content for a product/service, i.e., optimise content for organic search results and social media visibility. The marketing team usually creates a keyword research process for composing search engine optimised content and uses that process for composing text content. In this section, first, you need to create a step-by-step process for keyword research. Second, using the keyword research process/technique, develop content for three types of online media. The types of online media content are: 1) a webpage describing the new product/service based on your idea, 2) a Facebook page post for promoting the product/service in social media, and 3) A Google Text Ad using Google Ads for promoting the product/service in the search platforms. Use the free/demo version of any online tools (more than one tool should be used) to research and develop text content. Provide details of the tools (e.g., Google Keyword Planner, SEMRush) used in content development. You are expected to explore the latest settings, tools, and best practices for content marketing and discuss those settings in the reports to justify the content's quality. The critical technical aspects of each type of content need to be addressed, e.g., the length of META title, keyword priority and density in web content, image name and alternate text, the ideal length of a Google text ad, achieving high Ad Quality. Most importantly, the text content should be consistent across the three media types (webpage, social media, search platform). However, there should be differences; for example, emojis and hashtags are not usually used on a webpage but frequently used in a social media post. The reason for any channel-specific content settings should be justified. See the marking rubric for additional details.
   Note: You do not need to create an actual webpage or upload content to a live site for this assignment. However, you need to create and demonstrate search engine snippets using online tools to illustrate the meta title and meta description. Similarly, you do not need to publish and distribute a Facebook post. However, you need to decide and discuss the settings such as the appropriate size of a Facebook page post and any emoji/hashtags in the post. Screenshots of a draft post are expected. For the Google Text Ad, you need to provide the snippets from Google Ads. This Ad snippets can be different from the search engine snippets because text ads have other size limits.
4. Appendix A-Z
   Provide supporting information such as additional screenshots and text content development guidelines in appendixes. Use multiple appendices to present different types of information in separate appendixes. For example, one appendix can have information related to section 2, and another appendix can have information related to section 3. Appendixes are not included in the word count.