Dr. Vera Petrovna Butkouskaya

vera.butkouskaya@gmail.com

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Digital Marketing — Team Project

Team Project – “Digitalization”

Instructions:

  • Make in teams 
  • Deliver as an Oral presentation in class
  • .ppt presentation. 
  • Total size 10 slides +intro, conclusions, reference slides

Part 1 – Market analysis / RESEARCH

  1. Market research: 
    1. description of the market as a whole (size, characteristics, trends, etc.). Including a more detailed quantitative and qualitative assessment of the market situation. Digital transformation and Market Trends (Topic 1). Make conclusions on how the knowledge about these trends can be used by the company? – i.e., 1 slide 
    2. consumer behavior (all existing segments *, needs, internal and external motivators affecting online customer behavior, etc.). Segmentation. Segments available in the market*. Also, think about: What is the social networks different segments use? What is the content topic they are interested in? What technologies do they use? Who are the influencers for them? Which brands do they prefer? What motivates/frustrates them? — i.e., 1 slide
      • * Segmentation: Demography: gender, age, profession, ethnicity, marital status; Geography: citizenship and country of residence, place of residence, place of work, travel routes; Psychography: areas of interest, hobbies, value system; Behavioral aspects: patterns of behavior, behavior in a specific area and in relation to the product
    3. competitors’ comparative analysis – make a comparison based on 2 competitors and 2 examples; What are the things competitors are doing good? What can you learn from them? What are the content topic and target audience characteristics? – i.e., 2 slides
    4. company’s current strategy. Based on the Online customer journey (Topic 2) and Content marketing strategy (Topic 3) collecting information about the existing digital strategy of the analyzed company on each stage of the OCJ with the focus on:. Company’s objective and customer behavior. Message. How does the company position itself online? What type of content does the company publish (entertainment, informational, motivational, persuasive, etc.)? Channels. What communication channels (website, targeted advertising, social media, etc.) does the company already use in its digital strategy? Which channels are used early in the online consumer journey? What channels are competitors already using? And what communication channels are used by different segments of consumers existing on the market? —i.e., 5 slides
  2. Market analysis. Conclusions: What content formats do the company use (videos, photos, podcasts, etc.)? What content is consumed by different segments of consumers in the market? What thematic niche have competitors chosen? Has the company managed to find its thematic niche in the market at the moment? Is the content published by the company stands out / remembered among competitors? Is the content the company is hosting helpful? – i.e. 1 slide

Note! Measurement Model (Topic 4) for all the parts of the presentation you should apply both qualitative and quantitative data and related metrics. 

Part 2 – Marketing Strategy Solution / DECISIONS and OPTIMIZATION

  1. STP – based on the Content Marketing (based on the information from Part 1)
    1. Segmentation of the interests
    2. Justification of the target group
    3. Content positioning in the market
  2. The choice of the communication channels to optimize the customer experience on each stage of the online customer journey 
  3. Evaluation of the current metrics based on the suitable metrics and suggestions for the optimization
  4. Implementation of the decisions into practice. 
    1. Content calendar 
    2. Budget 
    3. Creative strategy (+ Example (an example of the creative content that can be used by the company – audio, video. Banner, etc.)  

Final PPT presentation

Aim: prepare a Proposal for the Marketing Director of the selected company about the decisions/improvements of its digital campaign.

    • Points to add in the Final presentation
    • Format:
    • Style of the presentation in line with the corporate style.
    • The use of references (on the slides short and at the end full).
    • Content:
    • Trends and use of the trends in the digital strategy
    • Comparison with the competitor and conclusions.
    • Buyer persona and her/his content interest. Further demonstrating the example of communication and engagement with this persona.
    • Focus on the specific example and implementation (for example, peace of content example and content calendar).
    • What can be the metrics the company can use to measure success at each stage?
    • Presenting
    • Avoid reading from papers and phones. You can use the phone to control the time.
    • Example of the presentation content :
  • Slide 1 – Cover: with the names of the members of the group
  • Specify the business type, the target audience, the content topic (part 1). Slide 2 – Intro: how you see the current target or how the company acts
  • Find examples of the company’s current digital campaigns (communications with the customers) at which stage of the customer journey (less text, min 1 pic. as an example for each stage – Part 1). Suggest improvements if needed or underline the best ideas used on each stage (Part 2). Slides 3-8 – Each stage of the customer journey on a separate slide.
  • Slide 9 – To the point: You directly explain what should be done to improve the campaign (branding, product, target change, etc.) based on the results presented before. You can present any single creative idea which company doesn’t currently use. Or underline, what is the great idea company use and you like most of all. 
  • Slide 10 – List of references.

Tools* for video creation:

*all the tools are FREE to use and should not charge money. But check if there are some limitations.