Students develop a digital marketing campaign for an eCommerce based website and devise a strategy to drive more online sales.

The Digital Marketing Strategy report should outline the campaign and digital strategy for the eCommerce organization, including the following:

Company Background

• Executive Summary
• Purpose of website and context for brand
• Website audit and social media audit
• Website objectives and how to achieve them
• Target audience and persona

Analytics

• Digital Marketing Measurement Model (DMMM) for website and social media
• Google Analytics implementation including goals, views and filters, and reports
• Google Tag Manager implementation

Search Engine Optimization

• Complete an SEO audit
• Keyword research and justification
• On-page, off-page and technical SEO

Campaign

• Campaign idea and brief

Content Marketing

• Create a brand filter
• Develop a sample 1 month editorial calendar
• Create a blogging strategy
• Develop and email marketing strategy - recommend an A/B split test for email newsletter content and subject lines
• Create an abandoned cart recovery email template
• Create an influencer outreach strategy

Social Media

• Audit current social media channels for growth and engagement
• Provide recommendations to optimize and grow each channel
• Assess the effectiveness of current social channels and provide recommendations on where to focus marketing efforts
• Suggest Hootsuite search terms and streams to connect new readers and monitor conversations

Advertising

• Determine current cost per acquisition for users for each platform
• Develop social advertising campaign using relevant channels
• Develop Google AdWords campaign
• Create dynamic re-marketing campaigns using Google Display
• Recommend an A/B split test to optimize landing pages for conversions