To explore the range of digital marketing channels available to organisations in order to undertake digital marketing planning. 3. To critically evaluate consumer motivations in terms of user generated content and the associated impact of this, on a firm’s marketing communications. 4. To effectively develop a digital marketing campaign. Assignment Task You are required to create an ‘innovative digital marketing plan’ for a new business, called LYF Cosmetics. LYF is a Skincare brand that is organic, vegan and Halal certified, free from alcohol, harsh chemicals and animal testing, aimed at women with busy lifestyles. A live brief will be presented by the owner of LYF (Life) cosmetics, Madiha Khusar where you will be asked to create an innovative digital marketing campaign to: ‘Raise awareness of the new business in order to create sales’. Task Guidance To assist you with the development of your digital marketing campaign, the following criteria should be considered: Introduction A suitable introduction is included stating what you are planning to discuss and what academic models or theories you plan to use to address this. Situation Analysis · You should use some or all of the following research models to develop your situation analysis · SWOT · Competitor Analysis · PESTLE · Porters 5 forces · TOWS Matrix · Market Trends · Digital Inventory · Content Audit · Customer Insight Objectives Where do you want to be? The 5 S Model SMART Strategies What marketing strategies will you develop in order to fulfil your objectives? Target Audience What is the customer persona? Key Messages and Creative What are the key messages for your campaign and what creative will you use? 7 Ps and Key Media Channels What key marketing channels will you use? Action Time Line Evaluation Which tools will you use to analysis your campaign?
