The evolution of digital marketing strategies

Task:
Critically discuss the evolution of digital marketing strategies, latest trends and practices to inform and enable you
to create an optimised personal digital profile sufficient to apply for a job in Esports being a marketing analyst.
This has to include a number of social media profiles: LinkedIn, Twitter, Instagram and based on your justification
Document your work in an Individual assessment report which should include:
-Analysis
-Plan
-Practical plan implementation (with before and after screenshots as evidence)
Individual Assessment Report structure:
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Analysis – 50 marks:
You must research and critically discuss the evolution of digital marketing strategies, latest trends and practices to
inform your thinking, in order to conduct a Search and Social Media Marketing analysis for those key skills and
attributes that are desired by potential employers, in the field of a marketing analyst in Esports. This should
include the buyer persona spring the keywords for main industry specific skills (using industry tools), key
influencers and individuals who would make employment decisions or help in your application process. You must
analyse the benefits, problems and challenges faced by organisations in using digital marketing communication
channels search engine optimisation and social media optimisation
For the top THREE of your competitors you should conduct a thorough evaluation of their strengths and
weaknesses in terms of their use of professional social media profiles – how often do they engage? What are the
forms of engagement? What can you learn from their behaviour using social media profiles analysis tools and
techniques?
Based on your analysis develop your personal benchmarks that you would like to attain within the given time and
set up monitoring processes.
This section must include: literature review (at least five references to relevant academic research articles, reports
and books) of latest thinking on keyword research methods and analysis methods of social media influencers. A
tabular extract from Keyword Research. A tabular justification of keywords selected, screen shots of current
competitors ranking for your primary keyword terms. You can use different tools such as Google Keyword
research tool, Google Trends, Google Insights for Search etc.
For social media profiles analysis, you must select main profiles and evaluate the frequency of their engagement
as well as the top networks and the type of information produced and consumed.
Plan – 25 marks:
Based on your analysis, you must produce a Search and Social Media Marketing strategy for 3 months and a
practical SSMM plan that identifies you as an individual who is looking for to establish a career in this field and
therefore become a recognisable “brand”. This would include your online profile development with a view to being
identified by employers as their preferred candidate of businesses who might be interested working with you – if
for example you are planning to be self-employed etc.
This section must include: –
Literature review (at least five references to relevant academic research articles, reports and books) on digital
strategy development and thinking of legal and ethical implications of you being online. Map out your target
audience and how you will target networks and groups to channel your overall communications. Your long-term
plan or strategy – what it is that you want to be known for and how this will help you in your future career.
Key SMART objectives – for your strategy implementation – using the Specific, Measurable, Achievable Realistic
and Time bound indicators. These can be justified with industry
benchmarks or examples of other profiles that you are using as a “template” or “guide” for your personal identity.
Critically justify the selection of specific Social Media Services. For example, if you choose Twitter – how will it
help your employment or business development? If you have chosen LinkedIn – why have you joined it and how
do you link it to Twitter if at all and why?
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A Gantt chart – indicating the main tasks you will be engaged in to implement your SSMM plan with clear starting
dates and it should start with the day the assignment was handed out and end in a year.
Risk Assessment – outline the main risks, their potential impact and how you are going to monitor and mitigate
these.
Practical plan implementation – 25 marks:
Based on digital marketing strategy as documented using Buyer Persona Spring, implement and evaluate a
Search and Social Media Marketing based campaign.
As part of this process you must implement your plan, an aspect of which must be at least one optimised blog
post, which will allow you to be noticed by the industry.
One of the key criteria for your assessment is the implementation of as many SSMM techniques as appropriate fo
your Search Engine Results Page (SERP) positioning. For example, how you have approached search engine
optimisation, social media (including video, audio, etc.) or mobile opportunities. The more of your profiles you
manage to rank on the first three pages, the higher your chances of being noticed. The keyword for the SERP
positioning is your “first and last name” for example “Mirage Islam” or “Tahir Rashid”. At least one other primary
keyword for which you must optimise your profiles is that related to the industry that you have identified in your
plan.
Based on your self-assessment you should draw conclusions on your performance and reflect how your profile
could be improved.
This section can include: –
Based on your plan (primary and secondary keywords) demonstrate how you put the theory into practice by
developing and optimising your profile using appropriate online channels.
Screenshots of SERPS before and after you have started your project highlighting your digital identities and
explaining how this will benefit you in the long term.
Screenshots of your different profiles and indication of how you have used your keyword research to optimise onpage and off-page assets. For example, how you wrote your Twitter profile description and used the primary
keyword in the choice of your user name and linking to your other online properties.
If you are using LinkedIn how you completed your professional profile and how you identified the relevant user
discussion groups etc.
“Word count/ duration (if applicable)
Your assessment should be 2000 words.
Words in excess will not be marked.
The word count includes:

  • the main text, including in-text reference citations and quotations.
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    The word count does not include:
    Appendices.
    These may be used to include supporting data, which may be too detailed or complex to include as a Table. They
    are not a device to incorporate material, which would otherwise cause you to exceed the word limit.
  • Title page
  • Contents page
  • Abstract/executive summary
  • Tables, figures, legends
  • Reference lists
  • Acknowledgements
    Assessed intended learning outcomes
    On successful completion of this assessment, you will be able to:
    Knowledge and Understanding
    On successful completion the student will be able to:
    Critically evaluate the principles and processes involved in developing digital marketing strategy using
    components of Buyer Persona Spring.
    Analyse the benefits, problems and challenges faced by organisations in using digital marketing communication
    channels search engine optimisation and social media optimisation.
    Critically discuss the evolution of digital marketing strategies and the latest trends and practices.
    Conduct an audit of websites based on their search and social media optimisation
    Based on digital marketing strategy as documented using Buyer Persona Spring, implement and evaluate a
    Search and Social Media Marketing based campaign.
    Transferable/Key Skills and other attributes
    On completion the student will have had the opportunity to:
    Enhance and apply planning, organising, decision-making and time management skills appropriate for use in an
    organisational context.
    Experiment and develop personal initiative and responsibility in undertaking complex investigations in the solving
    of organisational problems and issues.
    Critically analyse and apply key ideas and concepts via comprehensive research using qualitative and quantitative
    data relevant to the subject area and to professional practice in the field.
    Use terminology associated with the subject area accurately and in a way, which demonstrates sophisticated
    knowledge and understanding.
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