Spyder Active Sports Digital Marketing Audit

Coursework Assignment Brief

 

Background

You have been commissioned to create a digital marketing audit and strategic plan. The board of company directors has decided that digital strategy will lead the whole reorganisation of the company. This represents a major shift in the strategy of the business and the digital presence of the company will need to be changed accordingly. Your digital marketing plan should therefore focus on the broader digital marketing macro-environment; internal and external challenges related to selling online; and the fundamental design principles that can inform strategy formulation.

 

Requirements:

First, you will need to select an organisation à Spyder Active Sports

 

The marketing plan must demonstrate evidence of secondary market research, explicit screenshots illustrating digital content and design, and reference to peer-reviewed journal articles. The report should include the following three sections:

 

• A critical evaluation of your organisation’s current digital presence
• A proposal for redesigning the current website and associated media
• Identification of a series of objectives that the company should pursue in order to achieve commercial success.

 

STRUCTURE:

 

• Critical Management Audit (Approximately 750 words)

Drawing on the management audit you conducted throughout the module you should (appendix):

1. Use the 7Ps to critically evaluate the current digital marketing mix of your organisation and compare with a key competitor (pg.1)

• Key competitor : Halley Hansen

1. b) Outline the main macro-environmental factors that will likely affect the organisation over the next year (PESTLE + effects of covid) – pg.33
2. c) Develop an online customer journey map for new and returning customers (put it to the appendix) (pg.3-8,15,16,29-33)

 

• Strategic web development Proposal (Approximately 1500 Words)

You should:

1. a) Assess the design and usability of your organisation’s web homepage. (pg. 16-19) (critique they don’t have their socials on the website) (There’s no contact details accept the address)
2. b) Evaluate the paid, owned, earned, and social media related to your organisation. Which types should be prioritised? (pg. 2,3, 29-33) à digital marketing audit template
3. c) Examine how your chosen organisation uses search engine optimisation and search marketing. Could it be improved? (pg. 19-29)

 

• Identification of managerial objectives (Approximately 750 Words)

You should:

1. Identify whether there is an online community associated with your organisation and if it could be improved through modifying the organisation’s social media strategy. Use social network analysis and/or sentiment analysis where possible to support your answer.(p.g 8-14)
2. Explain how web analytics can be used to measure and improve firm performance. Suggest key performance indicators (including specific conversions) that could be used to monitor the customer journey you described in part 1. (pg. 3-5,15,16)

 

For part a:

-how can we use online discussions relating to the organisation

– Conduct a social network analysis – who is talking about your organisation?

– Conduct a sentiment analysis – how do people feel about your organisation?

– Reflect on how these analyses might inform digital marketing management and strategy)

– What type(s) of social structure are visible?

– Use the categories from the network analysis lecture as a guide. Provide evidence for your arguments using available Twitter data through www.socioviz.net (even if there isn’t anybody talking, take a screenshot to show the examiner you did the research. Reflect on whether the finding is important to your brand or not)

– Describe how you would use this information to inform marketing campaigns. This requires some imagination!

 

Who is talking about the organisation online?

On which platforms do they do it? Facebook, Twitter, Youtube, Trip Advisor, Google Reviews, Amazon, personal blogs? Any others? Do they record and display customer feedback on their own website? How many people talk about the organisation? How often do they do it? Does the organisation try to participate in discussion? Any evidence of campaigns or hashtags that succeeded or failed?

 

 

For part b:

-Consider RACE (reach-act-convert-engage) Model

-Consider customer journey mapping

– Check if the organisation is using Google Analytics (Yes they do)

 

Google Analytics:

Google Analytics can collect a lot of data about how people use a website, including:

• Time of visit, pages visited, and time spent on each page of the webpages
• Referring site details (such as the URI a user came through to arrive at this site)
• Type of web browser
• Type of operating system (OS)
• Network location and IP address.

 

With some customisation, Google Analytics can also collect additional data which might include:

• Document downloads
• Clicks on links leading to external websites
• Errors when users fill out forms
• Clicks on videos
• Scroll depth
• Interactions with site-specific widgets. Google’s latest version of Google Analytics can be used to track even more stuff — it isn’t limited to websites. It could track:
• App activity
• Telephone conversations
• Point of sale transactions
• RFID or NFC sensor activity

 

Check to see if your company tracks analytics. It is also useful to understand how web analytics work – so that you can decide upon appropriate KPIs for your chosen company i.e. what do you think they should be measuring.

• Consider the most important characteristics and behaviours of the people that will interact with your campaign.:

Dimensions – qualitative

User – e.g. geography, age, gender

Session – e.g. traffic source, browser, hardware type

Interaction e.g. page title, specific app functionality

 

Metrics – quantitative

Audience e.g. visitor count

Behaviour e.g. page views / event count

Conversion e.g. conversion rate

• Attribution Strategy

Which attribution strategy approach do you think will be most effective in your campaign?

• Last click
• First click
• Linear

Think about the first instance that people will see your marketing content.

– Can the respondent be converted immediately or is it too early in the information search process to ‘pull the trigger’?

– Does the information search follow an obvious sequence?

– If so, which steps are the most important?

 

-Write down the objectives for your organisation’s digital marketing

-Identify three conversions that you want to encourage (include dimensions and metrics) -Identify the relevant touchpoints (otherwise known as ‘microconversions’ i.e. what has to happen before the conversions can take place?)

-Write down your conversion attribution strategy. Describe why you have chosen this strategy (1-2 lines).

 

 

• Appendix
• Digital marketing audit template:

1) Draw up a list of all of the digital media associated with your chosen organisation. Classify each media format as either paid, owned, earned, or social.

2) When you have a classified list, begin to analyse the purpose of the respective media. What is each one trying to accomplish? Use the 5S distinction to justify your answer.

3) Identify how each media format is involved in customer focus? Use the RACE model to analyse whether the content is actually useful.

4) Identify whether or not permission marketing is present.

– Customer Journey Map Template

 

Screenshots to use

• Email marketing
• Website evaluation
• Social media evaluation
• Sentiment viz – see next page on how to analyse sentiment viz
• Socio viz
• Google trends
• Backlink
• Google analytics
• Similar Web

 

 

The document should:

– Be written in the style of a report

– Include secondary market research

– Provide screenshots of digital content (including real-world evidence of your chosen organisation’s current online presence)

– Make reference to peer-reviewed journal articles.

 

 

Marking Criteria

 

Theories and Concepts (20%) – Identification and understanding of relevant models and theories

 

Analysis of evidence (30%) – Critical analysis of relevant models and theories

 

Argument (40%) – Development of a sound and convincing argument. Clear conclusions based on a critical analysis of the business context and possible alternative strategies

 

Overall presentation /research (10%) – Presentation, grammar and spelling, structure, reading and referencing (range / breadth and accuracy)