Essay 2214 – Digital Optimisation – Digital Environmental Audit – Report Writing – Digital Marketing Assignment Help

Assignment Task

Themes

As a Digital Marketing Manager, you have been asked by the Senior Management Team (SMT) to consider the optimisation of digital marketing that will help the organisation meet its objectives for growth or sustain its current market position.
Theme 1: Market Penetration
The SMT has asked you to take responsibility for delivering a plan for digital optimisation, with the objective of creating growth or sustaining existing revenue through more
effective market penetration. You are required to assess the impact of factors from the digital environment, with the aim of achieving the objective for your chosen organisation. You are also required to develop a conversion optimisation plan, including relevant ways of measuring its success, in the context of your organisation’s goals, its market sector and current situation and relevant theoretical frameworks and concepts.

Theme 2: Market Development
The SMT has asked you to take responsibility for delivering a plan for digital optimisation, with the objective of creating growth or sustaining existing revenue through market development. You are required to assess the impact of factors from the digital environment, with the aim of achieving the objective for your chosen organisation. You are also required to develop a conversion optimisation plan, including relevant ways of measuring its success, in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.

Theme 3: Product/Service development
The SMT has asked you to take responsibility for delivering a plan for digital optimisation, with the objective of creating growth or sustaining existing revenue through product/service development. You are required to assess the impact of factors from the digital environment, with the aim of achieving the objective for your chosen organisation. You are also required to develop a conversion optimisation plan, including relevant ways of measuring its success, in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.

Theme 4: Diversification
The SMT has asked you to take responsibility for delivering a plan for digital optimisation, with the objective of creating growth or sustaining existing revenue through
diversification. You are required to assess the impact of factors from the digital environment, with the aim of achieving the objective for your chosen organisation. You are also required to develop a conversion optimisation plan, including relevant ways of measuring its success, in the context of your organisation’s goals, its market sector and current situation and relevant theoretical frameworks and concepts. Key things to remember once you have made your choice of organisation and theme

• Although this is a practitioner-based assignment, the use of key concepts and theories to support your response is a key part of building your argument. Relevant theory should be used, but where there are no ‘preferred theories’ given within the indicative content, all are acceptable if they are relevant.
• Once you have chosen your theme, all tasks and sub-tasks must be applied to that theme.
• All sub-tasks should be applied to your chosen organisation, unless otherwise stated.
• Please ensure that you are familiar with the grade descriptors, contained within this assignment, as they provide details of what the examiner is expecting for each task.
• Please note assignments can only be accepted for marking with a valid assessment booking.

Digital Insights
In line with the theme you have selected for this assignment, you are required to carry out the following.
(a) Provide a background to your chosen organisation, including:
• organisation name
• organisation information – to include type of organisation, size of organisation, range of products and services, customer base and main competitors
• stakeholders – summary of the organisation’s key internal and external stakeholders
• key customer segment – an overview of the selected key customer segment
• theme chosen and rationale for choice.
(b) Evaluate the findings of an audit of the digital macro and micro environments to assess both the potential level of innovation and the organisational readiness, in relation to the impact and influence of the opportunities and threats identified. AC1.1, AC1.2, AC2.3
(c) Analyse the insights drawn from further analysis of the key findings of your audit in Task 1 (b), to determine the required marketing activities, customer experience, and ethical issues. AC2.1, AC2.2

Task 2 – Conversion Optimisation Plan

Digital Optimisation
In line with the theme you have selected for this assignment, you are required to carry out the following.
(a) Create a customer persona based on the characteristics of the key customer segment for a conversion optimisation plan, clearly detailing the relevant stages of the customer journey for this segment. AC3.1
(b) Develop and justify a conversion optimisation plan for the organisation, to support the chosen theme. This should consider:
• the key elements that influence conversion rates
• conversion objectives
• the desired return on investment
• the use and integration of offline and online implementation. AC3.2, AC4.1, AC4.2 

Task 3 – Report

Digital Analytics, Monitoring and Measurement In line with the theme you have selected for this assignment, you are required to carry out the following.
(a) Recommend ways in which the conversion optimisation plan in Task 2 (b) can be measured and monitored in relation to the objectives
set, using relevant analytics and measurement techniques. AC5.1, AC5.2, AC6.1 
(b) Define the data required and the stages involved in creating a plan to improve digital optimisation in the future. AC6.2, AC5.3