Digital Marketing Essentials

CAM Diploma in Digital Marketing

Assignment BriefingDecember 2012 & March 2013 Papers

Introduction to the AssignmentIntroduction to the Assignment

• 3 tasks

• Tasks within the context of your organisation (or one familiar with) and a current product or service that they sell

• Report and presentation format.

• Three areas of assessment:– Campaign tools– Using campaign tools– Monitoring and measurement

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Organisation OverviewOrganisation Overview

• 2 slides of A4• Allows CIM examiner to see the context of your

assignment• No marks awarded - but should still be coherent and

well written.• Should succinctly describe:

– Who the organisation is, organisation type, size and a brief history

– What product/services are offered, key customer groups and markets operated in and key competitors

– Online offering and presence– Any additional details about chosen product or service you

wish to include

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Task OneTask One• 1,200 words (+/- 10%)• Application to the chosen organisation is key• Context: your organisation is investigating opportunities for using a

digital marketing campaign tools to build new and existing business. • You are required to select ONE product or service in order to answer this

task and relate your answers to your chosen product/service. • Focus is looking at campaign tools for acquisition, conversion and

retention

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Task OneTask One• Element one

– Explain the importance of acquisition, conversion and retention tools in digital campaigns

– What is meant by acquisition, conversion and retention tools?

– Why are these tools important to your organisation? How can they assist in digital campaigns?

• Element two – Identifies and evaluates different types of digital marketing campaigns

tools that can be used for acquisition, conversion and retention

– What different tools are available? What are your competitors using successfully (or not)?

– Should consider a minimum of two tools for each part of customer lifecycle

– Evaluate the tools (benefits and limitations relative to chosen product/service)

– Table format with accompanying commentary could be useful here.

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Task OneTask One• Element three, four and five

– Recommend ONE tool for acquisition/conversion/retention for your selected product or service

– Based on previous section, choose one tool that your product or service could use in acquiring customers, converting customers and retaining customers

– Must justify your decision – why is this tool suitable in the context of your chosen product/service and organisation?

– When looking at conversion tool recommendations you should consider how conversions can be optimised as part of you justification.

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Task TwoTask Two• 1,200 (+/- 10%) word report AND 400 word press release

• N.B ‘relevant introduction’ relates to any introduction into the report provided – this can be excluded from the word count, but you must state this in your final submission .

• Based on chosen product or service from task one• Requires you to consider demand for product or service as well as how to

use online PR and social channels.• Requires the creation of an online press release

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Task TwoTask Two• Element one:

– Identify customer and marketing insights on the potential online demand for your product or service

– Requires research into both demand from customers and the market overall and presenting these within the report

– See guidance notes for tools that can be used here (screen shots can also be used).

• Element two– Select and justify THREE social media channels, and explain how

they can be used to increase brand awareness – Find three suitable social media channels for your chosen product/service

– Why have you selected these social media channels for your product/service in particular? Why are they suitable?

– How can they then increase brand awareness of the chosen product/service?

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Task TwoTask Two• Element three

– Evaluate a range of alternative methods available for building up an online community and recommend THREE methods that could be used for your products/services.

– Consider how to get users to your social media channels and how an online community will then be built

– Firstly should consider a range of ‘alternative’ methods that could be used and evaluate these (benefits and limitations) – a table could be used here.

– Recommend (justify) three methods that could be used for your product/service

• Element four – Explain how you would manage communication to your online

community using online available tools

– Depends on your recommendations previous, but a wide range of tools available such as Hootsuite, Tweetdeck, Spreadfast and CoTweet,

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Task TwoTask Two• Element five

– Explain digital techniques and/or channels you could use to get maximum exposure for online press release

– Look back to session 5 (PR and Viral Marketing)

– Should consider a wide range of techniques and channels such as PR sites (PR.com, PR Web, Business Wire) as well as blogs and social media

– Remember this is an online press release, so ensure you take advantage of that (i.e. including a URL!)

– Why are these approaches useful? How will they assist in gaining maximum exposure for your online press release?

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Task TwoTask Two• The online press release (400 words)• Should be based on the chosen product/service• Bear in mind when writing your press release:

– The purpose (broadcast information, increase business, update target audience)

– The target audience

– What the press release should contain (what does the target audience need to know about the product/service, what they might like to know)

– What you want the target audience to remember from the press release

– whether any follow-up action is required from the audience and make this clear if so

– It should be written in the right style and tone that suit the organisation

• Download the guide from OCOM and see examples posted

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Task ThreeTask Three

• Presentation format – slides and speaker notes• Required to select ONE viral digital campaign• 1,200 words for speaker notes and maximum of 12 slides (excludes front

page and bibliography) • One slide should focus on describing chosen viral campaign

• Element one:– Explains how the results of the selected campaign can be

monitored and measured– How could the organisation measure the results of the campaign

selected? (N.B you are not expected to research how it was measured)– Will depend on the campaign and its objectives, but could include views,

likes, emails sent, re-pins, RT’s, website traffic generated etc.

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Task ThreeTask Three• Element two:

– Explain how the target audience was identified and selected?– Who is the target audience for the viral campaign? How was the viral

campaign set up so to identify the audience? – How were the ‘seeds’ identified and selected?

• Element three:– Suggest a viral concept that could be used by your organisation – Look at session slides – Consider key areas: the audience, viral agent, seeding and tracking– The chosen concept will depend on your organisation and the chosen

product or service – could be a video, infographic, game etc. – Remember to justify your decisions!

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Task ThreeTask Three• Element four

– Evaluate the return on your marketing investment using TWO monitoring tools

– How can the organisation see whether the viral concept was a success?

– Evaluate two tools that would enable the organisation to see the return on marketing investment from the viral concept outlined

– Consider the benefits and limitations of each monitoring tool and how it can assist in deciphering the ROMI

• Element five– Identifies TWO ways in which the viral campaign can be linked to social

media platforms

– How can the viral concept outlined be linked to social media platforms?

– How can social media be used to spread the ‘virus’? (RT-ing, re-pinning, share/like etc).

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PresentationPresentation

• 10 format and presentation marks awarded over 3 tasks• Marks awarded for:

– Relevance to the tasks– Concepts and frameworks– Professional tone and required format– Harvard Referencing

• See example assignments on Oxcom Learning

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Questions?Questions?

• Contact your assignment tutor• Contact the support team

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