Learning Outcomes:

• LO1 Investigate the influence of the digital environment for the effective marketing of business organisations
• LO2 Apply digital tools and techniques for an integrated marketing approach within a given business organisation
• LO3 Design a digital marketing campaign using multimedia to optimise content that targets key audiences
• LO4 Evaluate methods of monitoring and measuring a digital marketing campaign in line with marketing objectives to increase engagement and conversions

Scenario and Activity:

You are working as a digital marketing analyst, for a marketing consultancy company that provides marketing consultancy to medium and large organisations, both at national and international level. Your company has now been approached by the choice of your large/medium size organisation, who is thinking of establishing or enhancing their presence in the digital world. As a result, you are required to write a report to the marketing head of your chosen organisation on the various aspects of digital marketing.

The report should start by demonstrating a critical analysis of digital marketing, particularly covering opportunities and challenges for business organisations in the digital marketing landscape to draw valid conclusions for effective marketing of business organisations. The report must apply digital tools and techniques and analyse their effectiveness for an integrated marketing approach within the selected business organisation especially in terms of reach, impact and cost.

Additionally, the report needs to create a creative multimedia digital marketing campaign that integrates and optimizes multi-digital channels to reach target key audiences, capture interest and inspire ‘call to action’. Overall, the campaign should provide a seamless customer experience and apply appropriate measures and performance metrics aligned to digital marketing objectives.

To conclude the report, you should critically evaluate the application of key digital measurement techniques and performance metrics used in digital marketing.