Digital Marketing Foundations

Digital Marketing
Foundations

Contents
Assessment 1: PART A..............................................................................................................................3
Assessment 1: PART B – Practical Tasks................................................................................................8
Assessment 2: Case Study and Report...................................................................................................13
Executive Summary.................................................................................................................................13
Design media advertisements for 3 platforms: TV, Radio and Social Media.........................................13
Discuss the objectives and KPI for digital engagement.........................................................................13
Integrated Marketing Communication...................................................................................................14
Key features of industry, services, products of your organization.........................................................14
Creative Brief........................................................................................................................................14
Budget & Costing..................................................................................................................................15
Media schedule......................................................................................................................................15
Prepare scripts to meet requirements of producer and performer/s and the allotted time.......................16
Legal and Ethical Issues........................................................................................................................16
Key Stakeholders...................................................................................................................................16
Collect feedback from users on what platform they prefer using and respond to user according to your
KPI........................................................................................................................................................17
Evaluation and Effectiveness of communication and creative brief.......................................................17
Recommendations.................................................................................................................................18
REFERENCES........................................................................................................................................19

Assessment 1: PART A
Task 1: List 2 legislations and two policies that may impact the digital customer experience.
Include a practical day-to-day example for each of them and how each may impact the business.
The Privacy Act 1988 is a legislation that deals with privacy and was introduced in order to
promote and protect the privacy of people. Any agency or organization that practice this law
are expected to have a privacy policy (Ancillai and et. al., 2019). A privacy policy tells about
the name of the organization and its contact details and what type of personal information does
it collect and store. The policy also tells about how does the organization collect personal
information, where it is stored as well as the reasons why does it need to collect personal
information. Other legislations and policies are Privacy Amendment Act 2012, Privacy
Regulation 2013 and Credit Reporting Privacy Code.
Task 2: Mark wants to buy her daughter a new bag for her birthday. He can access the internet
and is able to find the product she wants. However, he does not want to enter his credit card
details online as he is worried about online security and fraud. Create a customer journey map
for Mark using a flowchart. Include:
 Description of the user (Mark)
 Digital & physical touch points

Payment options
CashCredit card
No Yes

Task 3: You are setting up a social media campaign on Facebook. List the online/software tools
you may use to assist you to carry out the following steps:
 Design
 Schedule
 Analysis
 CRM (Customer Service Management)
 Discuss how your team can work effectively with other experts as part of a multi-
disciplinary network and work effectively as a team member in a rapidly changing
environment
For designing the campaign, Canva.com can be used while for scheduling Google Calendar
would be a nice option. Analysis is an important step and it can be used in order to understand
conversion rate, traffic on Facebook (Aswani and et. al., 2018). Facebook Pixel is a tool that
can be used for analysis. Lastly, for Customer Service management, tools like Nimble,
Salesforce or Freshsales can be used. One of the advantages of using these tools is that they
are cost as well s time effective. On the other hand, implementation of some of these tools
might include a lot of money. Working as part of a team can help an individual in developing
confidence. Team members should contribute efficiently as this facilitates a learning
environment.
Task 4: Provide a brief explanation of the following metrics used to analyze Facebook activity:
 Impressions
 Reactions and comments
 Clicks
 Shares
 Page likes
 Conversions
 CPC
Impressions can be defined as the number of times a post from a Facebook page is displayed
whereas reacting to a post or commenting on it means instead of just liking to a post, people
can now interact using six different emotional reactions (Bala and Verma, 2018). Clicks can be

defined as the number of clicks on links within an ad that leads to destinations, either on or off
Facebook. A Facebook share is when a person clicks on share button in order to share an
image or a video on their timeline. On the other hand, when a Facebook page gets a like, it
means that the person is showing support to it and would like to see more of its content. The
main objective of a conversion of Facebook is getting people to take action. Lastly, CPC or
cost per click is the default pricing that the company has set for a particular ad.
Task 5: Research and explain what the Facebook metric ‘reach’ mean? Discuss how you can
utilize tools and technologies for visualizations, dashboards and reports for a unified view across
multiple digital platforms?
Facebook reach can be defined as the number of unique people who see content posted on it.
Also, it affects other metrics like engagement, comments, clicks, likes, feedbacks etc.
Different tools and technologies can be used for online marketing. This also helps in creating
awareness among the people. These tools and technologies can be utilized so that people
become aware about a new product or service (Cavada and et. al., 2018). Marketing
Dashboards can help in extracting data from various sources in real time and display the same
in a single location. They lay main focus on reporting because they use different visual aids
like charts, graphs, heat maps, timelines etc. The most effective marketing dashboards can be
customized easily, are mobile-friendly and scalable. Dashboard reporting can be defined as the
process which is used to represent the various KPIs or key performance indicators and
appropriate business data in a visual way that is interactive as well. The process enables an
individual to access, monitor and report data easily, from any kind of source.
Task 6: To compare user characteristics, explain the following:
 How does age impact social media use across channels?
 How does income impact social media use across channels?
 How does gender impact social media use across channels?
 How does education impact social media use across channels?