Digital Marketing Plan

You are an expert Digital Marketing Consultant required to develop a Digital Marketing Plan for an organisation which either has no digital marketing facilities or only very limited ones. Drawing on the concepts, skills, techniques and learning of the course, plus personal experiences and observations, you should concentrate on ecommerce plus Social Media marketing for your plan BUT you are free to include any other digital tools and techniques (e.g. VR/AR, email marketing) that you think may be appropriate for achieving your goals. Alternatively, your plan could focus on an existing (or newlylaunched) product or brand within the organisation. The term ‘product’ is used in its widest sense and includes physical goods, services, destinations, people, ideas etc. The organisation may be a business or not-for-profit organisation. It should have at least 5 employees or a minimum turnover of $0.5m and can be chosen from: 4 July 2017 Page 2 of 3 • A company/business you are familiar with through current or previous employment • A product or brand discussed in class • A company/business of interest, even if you have had no prior direct connection • A current high-profile company (e.g. featured in business press) It does not have to be Australian but, if it is an overseas company, it must have a website and/or social media presence expressed in English with appropriate referencing. It should be chosen because it has little or poor current usage of digital marketing techniques and you consider it needs to implement a Digital Marketing plan to become more relevant in today’s world. You should avoid choosing a multi-national organisation unless you focus on a single country where they have a presence. If it is a very large company, you should focus on a single business unit to be realistic. Most importantly, you should discuss the potential impact of Ali Baba and/or Amazon, both positive opportunities and negative impact, that these ‘giants’ of e-commerce are having or will have on your chosen business.

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