1.M4: Marketing

Transcription

1 1.M4: Exercises A series of practical exercises is provided below: Module Domain DMI_PDDM_PE_M4_00001 Goals and KPI s Using the goals listed for a business of your choosing, select specific KPI s for each, using the headings below: Types of Goal Engagement Conversions Reputation KPI s Open rate Total opened Unique opened Clicks Unsubscribed Bounced Delivered Traffic Conversions

2 DMI_PDDM_PE_M4_00002 Data Collection - Online The marketing team have been tasked with finding out about the various forms of online data collection. Go online and find examples of the following: web signup form contact form competition customer purchase customer care touch points upgrades Report back as a group.

3 Module DMI_PDDM_PE_M4_00003 Segmentation - Target Audience Your task is to the target audience of a website offering online cruises. Create two personas for your target audience based on the factors below: Demographic Geography History Relationship Lifecycle

4 DMI_PDDM_PE_M4_00004 Avoiding spam filters Spam is defined as electronic junk mail and many computer users set their own personal spam filters to avoid getting these unwanted s. Of course, you want the largest number of users to open your and so need to avoid certain measures which will activate the user s personal spam filter. Name at least three factors illustrated by the message below that the writer should have avoided to prevent his message being filtered as spam: Dear CUSTOMER You are the lucky winner of a prize. Click on the link to claim it. ACT NOW AND GET YOURSELF A BARGAIN OF A LIFETIME!!!! DON T MISS OUT! or YOU will be crying urself to have missed such AN OPPORTUNITY!!!! Giftgivers Co.

5 DMI_PDDM_PE_M4_00005 User Prioritisation engaging with client You have been asked by your boss to write an to market a new software product. As a group, write a short for a software product of your choice, taking note that a good marketing contains the following: a. sender name, sender address and subject line (relevant to recipient) b. reply address and reply facility c. focused CTA d. images supporting meaning of

6 DMI_PDDM_PE_M4_00006 Laws and Guidelines Common Electronic Privacy Characteristics Marketers should be aware of Data Protection and Privacy Laws with regard to marketing. As a group, describe three different types of opt-in or opt-out options which you could adopt within your marketing campaign.

7 DMI_PDDM_PE_M4_00007 Social Plugins The marketing team needs to create a marketing message distribution plan based on some pre-existing distribution lists. You also need to choose three different social media platforms which could be used to reach music fans who love technology. As a group, discuss and agree upon the most appropriate social media plugins to apply within your marketing message.

8 DMI_PDDM_PE_M4_00008 Split Testing Your marketing team need to carry out split testing for the new marketing campaign. Discuss and write down what split testing means, what it helps fix and give an example of split testing.

9 Module Domain DMI_PDDM_PE_M4_00009 Privacy & Guidelines You have been offered the address of 1 million music fans in the US for the unbelievably low price of 500 and you are considering running a campaign from your desktop client software. Why might this not be a great idea? As a group, make a list of reasons.

10 DMI_PDDM_PE_M4_00010 Goals, Conversions You are calculating a budget for your digital marketing campaign. Someone at the digital marketing agency has mentioned conversions and goals achieved, and they distinguished these from brand awareness. Discuss within your group and describe the differences between campaigns that will achieve: (1) conversions and (2) brand awareness.