Digital Marketing Foundations - Assessment 1: Tasks and Analysis

This document presents a detailed solution to a digital marketing assessment, covering various aspects of digital marketing strategy and implementation. The assignment is divided into two parts, Part A and Part B. Part A explores key concepts such as relevant legislations and policies impacting digital customer experience, customer journey mapping, social media campaign setup on Facebook, and analysis of Facebook metrics like impressions, reach, reactions, clicks, and conversions. It also delves into how age, income, gender, and education impact social media use. The assignment further examines the interaction between different digital channels, and discusses the organization's operational context, including relevant legislation and ethical principles in advertising. Part B, the practical section, involves identifying a target audience, developing a customer profile for a chosen organization (Marks and Spencer), and making recommendations on how to attract the target audience's attention, including user stories. The solution demonstrates a strong understanding of digital marketing principles and their practical application.

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?

Explain how you can enable rapid change to process and interventions to match real-time
customer requirements?
Digital Transformation can be defined as the integration of digital technology in different
areas of a business, which results in fundamental changes in the way it operates and the value it
delivers to customers (How Digital Transformation is Driving Customer Experience, 2020).
People of different age groups today use social media, for example people above the age of 65
years of age use Facebook which means that in order to market a product for older people,
Facebook is a great platform. On the other hand, people in the age group of 50-64 usually have a
LinkedIn profile apart from having a Facebook account. Age segmentation has impacted social
media in a positive manner because companies can now market their products based on the age
groups that use different social media platforms. Income segmentation can also impact social
media use, for example people with a high level of income can afford to buy paid versions of the
different social media platforms. Similarly, gender and education also impact on social media
use. For example, educated people will know how to use different social media platforms and
different genders have their own preferences of using different apps. Therefore, demographic
segmentation helps an organization in doing effective research about its customers.
Task 7: Give 3 examples of different digital channels linking or interacting with each other.
For example, an email sent directly to a customer contains a link for the business website as well
as map location links for the store.
Multi-channel marketing can be defined as the process of communicating with customers
through several channels (Chaffey, 2019). Cross-channel marketing is also similar to multi-
channel marketing but also involves passing of data between different channels in order to
provide a seamless experience to the customers. There are different digital channels that
interact with each other. For example, Television Hashtags is a label that is used on social
media in order to find posts related to the word that it precedes. Another example is that of
direct mail using URLs, wherein personalized URLs send recipients to a landing page or a
microsite that is personalized.

Task 8: Discuss the following in your own organizational context or a simulated organizational
context:
Your organization and industry you are operating in?
What are the key provisions of relevant legislation, codes of practice and national standards
affecting the business operations?
Chosen organization is Marks and Spencer, which is a British multinational retailer that sells
high quality clothing, household, food and beverage products. The company is headquartered
in London, United Kingdom and as founded in the year 1884. Marks and Spencer, founded by
Michael Marks and Thomas Spencer, is one of the most widely recognized companies in the
world. It has nearly 1000 stores across the United Kingdom of which 600 stores only selling
food products (Foutz, 2017). The company operates in the retail industry and there are many
codes or practice and legislation that affect its operations. For example, Australian
Competition and consumer commission as well as Australian Performing Right Association
are some examples of legislation that can have an impact on Marks and Spencer’s operations
either in a positive or negative way.
Task 9: List a range of available advertising approaches for different markets and explain key
ethical principles relevant to the advertising industry.
The different advertising approaches include emotional advertising, promotional advertising
etc. Emotional ads strategically manipulate the feelings of customers and stimulate different
emotional triggers that influence the overall decision making of customers (Hofacker, 2018).
On the other hand, promotional advertising is used attract consumer’s interest in a product or
service by offering them coupons, promotional gifts and giveaways etc. Organizations
operating in the advertising industry are expected to adhere to various ethical principles like
Australian Association of National Advertiser (ANNA), which promotes responsible,
respected and innovative marketing in the industry. Other codes of practice are ASTRA cods
of practice, Commercial Radio Code of Practice and Commercial TV code of Practice.
ASTRA is basically responsible for developing codes of practice for the operations of
subscription broadcasting as well as narrowcasting licences.

Task 10: Explain purposes of advertising and how it influences consumer behavior? Identify
three principles and three elements of design in electronic advertisements?
Advertising can be defined as the marketing process that involves communication about a
product or service to with the customers in order to promote the same. The major purpose of
advertising is to impact the buying behaviour of the customers as well as strengthen their
memory about the brand. Television and social media are the most common forms of
advertising that influence the buying behaviour of the customers because when they see an
advertisement, they get influenced by a product and are encouraged to buy the same (Kalimeri
and et. al., 2019). The different principles of design in electronic advertisements are structure,
colour and typography, whereas elements of the same are benefits, features and urgency.
Structure of an electronic design should be flexible which means that people should be able to
view it on screens of different sizes.
Assessment 1: PART B – Practical Tasks
Task 11: Your manager has asked that you identify a target audience and develop a customer
profile of that target audience. Choose an organization and product and develop a consumer
profile to make recommendations on how to attract the attention of your media audience.
Response should include the following:
 What is the organization and product that you are selling? What are the product features?
 Who are your target customers and give three examples of the target audience’s
characteristics?
 For each persona, develop a user story using the template (As a < type of user >, I want <
some goal > so that < some reason >.)
Marks and Spencer is a retail organization that is recognized by people across the world and
sells clothing, household, food and beverage products. The main unique selling proposition
of the company’s products is that they are high quality. Food is always fresh and clothing

products are wearable and in sync with the recent trends in fashion (Kannan, 2017). The
products are reliable and authentic, which means that no compromise is made when it comes
to satisfying needs of customers. The company targets customers, both men and women, up
to the age group of 55 years who have high levels of disposable income and seek high
quality, trendy products. For example- As a young woman, I want high quality and
fashionable clothes so that I can feel good and presentable. Also, as a 50-year-old, I want
nutritious and high-quality food products so that I can be healthy. As a 30-year-old man, I
want clothes that suit my style so that I look presentable.
Task 12: Based on the above Task 11 information, review digital customer journeys for 2 market
segments of your product. Use a flowchart or similar diagram format. Response should include:
 Description of the user (persona)
 Design a customer journey for that persona (as a flowchart)
 Include points of intervention in your flowchart to encourage extra sales or engagement.
 Consider digital touch points across channels, e.g.: phone, chat box/robots, etc.
 Design, build, and test a digital learning environment using industry tools and
technologies.
All the three people discussed above have different needs and requirements. The company
offers various discounts and offers in order to promote its products among potential
customers. All the three users have different characteristic like, the first user who was a
young woman, wanted clothes that were trendy and fashionable. On the other hand, 50-year-
old was looking for nutritious and healthy food and lastly, a 30-year-old man was looking for
clothes that matched his style. There are various digital touch points like chat box, phone etc.
another option is Live chat feature on the respective company’s website (Kimmel, 2018).
Multi segment marketing can be defined as a strategy wherein an organization tries to attract
customers from different markets and not just one. This strategy is basically meant for the
same products but different types of advertising are used.
Task 13: Airbnb is an online business which connecting people who want to rent their houses
and people who are looking for accommodation (Investopedia, 2019). You are a marketer at

Airbnb. You plan to launch a New Year promotion for holiday travelers. Complete the
following:
 Write three media vehicles that you plan to use in promoting Airbnb New year
promotion. Write your reason for selection.
 Weigh up the different merits of media vehicles that you identified by giving examples of
two advantages and two disadvantages of each media vehicle alternative.
 What impact do you feel that the level of customer involvement will have on reach and
frequency of advertisement? Give three at least three reasons to explain your answer.
Three media vehicles that can be used in order to promote Airbnb New Year include
newspapers, radio advertising, magazines and television advertising. These vehicles will not
only help the company in creating awareness but also reaching out to a large number of
customers as well. Also, these mediums will not cost a large amount and the company will be
able to save money on unnecessary and expensive mediums (Kingsnorth, 2019). Television,
newspaper and radio are among the most common mass media that are used for advertising.
Magazines is also beneficial but people living in remote areas cannot get an access to the
same. This will impact the customer involvement as they will be aware about the products
and will be encouraged to buy the same. Also, the advertisements will be flashed twice in a
month.
Task 14: Starbucks launch a new seasonal drink menu for 2019 Christmas and New year
Festival. The drink will be available from 1 December 2019 to 2 January 2020. Please read the
brief below;
Message:
Let’s celebrate with Starbucks
Target market:
- All tourists and international students who come to Australia (focus on Sydney, Brisbane,
Melbourne).

- Those who are 18-40 years old.
Objective:
- Starbucks wants to create joyful/happiness moment for people who are living in Australia.
- Starbucks wants to have an activity that people share their photos with the new drink menu as
part of their happiness.
Frequency:
- Aiming customers to expose the advertisement at least once a day.
Cost:
Assuming Universe is 250,000
CPC (pay per click) = $0.60
Facebook customer base = 90K
IG customer base = 47.4K
You are required to carry out the following tasks:
(i) design advertisement (create a story line for each media)
(ii) select media vehicles that meet creative, reach and frequency requirements of the advertising
message within $200K for advertising budget
(iii) schedule your media plan.
(iv) Complete the table by calculating GRP, CPP and CPM
(i) The magazine, radio as well as television will show different advertisements, addressing the
same theme. Magazines will contain the detail about how the activity will be carried out and how
can the customers participate in it. On the other hand, the television will explain the same
practically.
(ii) Media vehicles