Description
As discussed in the last session, you will have to draft a digital media plan framework for your final term project. The class will be divided into groups consisting of 2 members in each group. You can choose to team up as per your convenience.
You will have to choose a brand, the product/service of your choice and accordingly the target audience for drafting the digital media plan. You will explain the brand, product and target audience along with drafting the digital media marketing plan. I have attached the digital media plan template for your reference.
I WILL ATTACH THE DOCUMENT WHICH SERVES AS a template
After drafting the digital media plan framework you will have to complete the following two requisites for your chosen brand and include the answers in your file while uploading here.
1) Your brand’s previous quality score is in Fair range, as a digital media marketer suggest the 3 strategies to improve the quality score of your brand on the search engine.
2) Your brands marketing manager has assigned you to bring down the CPC paid by the company. Currently your brands quality score is 10 and depending upon your bidding you have to devise the least possible CPC for your PPC advertising.
The AD Rank of the 5 advertisers A. B, C, D, E are as follows respectively: 18, 15, 14, 12, 7.
Where will you technically try to place your Ad in the advertisers list for possibly lowering your CPC cost. Calculate the Actual CPC where processing fee is $0.01 for the PPC advertising.
Unformatted Attachment Preview
DIGITAL MEDIA PLAN DOC.
How to use this worksheet ?
Step #1
Step #2
IGITAL MEDIA PLAN DOC.
How to use this worksheet ?
Fill the persona worksheet
Fill the strategy worksheet (use the campaign ideas cheatsheet for help)
Description of your Brand, Product/ Service
Describe Your Target Audience
Persona Worksheet
Demographics
Business Goals
Name:
Business goal 1:
Age:
Business goal 2:
Gender:
Business goal 3:
Maritial Status:
Personal Goals
Family:
Job:
Personal goal 1:
Title:
Personal goal 2:
Annual Income:
Personal goal 3:
Education:
Hobbies:
Location:
Language:
Business Goals
Objections
Objection 1:
Objection 2:
Objection 3:
Personal Goals
Answers
Answer 1:
Answer 2:
Answer 3:
Objections
Answers
Persona Worksheet
Demographics
Business Goal
Name:
Nick Nineties
Business goal 1:
Age:
31 years old
Business goal 2:
Gender:
Male
Business goal 3:
Maritial Status:
Married
Personal Goal
Family:
Wife and son
Job:
Accountant
Personal goal 1:
Title:
Jr Staff Accountant
Personal goal 2:
$49,000
Personal goal 3:
Annual Income:
Education:
Master’s degree
Hobbies:
Video games, college basketball,
barbecues
Location:
Chicago, IL
Language:
English
Business Goals
Purchasing Objections
N/A
Objection 1:
N/A
Objection 2:
N/A
Objection 3:
Personal Goals
Answers
Spend more quality time with family
Answer 1:
Experience some of the stuff he loved
while growing up and share them with his
son
Answer 2:
Turn their apartment into a family-friendly
space
Answer 3:
Purchasing Objections
Going to garage sales to find vintage
consoles and games is a hit-or-miss
Old video games and consoles always
have some technical issue
Has been scammed by shady eBay
sellers in the past
Answers
We have a complete catalog of vintage
consoles and games available online
with free shipping
All of our products include a full moneyback guarantee for technical issues
We have successfully fulfilled over 10k
orders nationwide
Growth Strategy Worksheet
Company:
Created by:
Date:
Customer Persona:
What are your goals for each stage of the funnel?
Funnel Stage
Goals
What assets do
we need?
Content
Marketing
(Website)
How will we d
SEO
Campaigns:
Top ofthe funnel
– Acquire new
visitors
– Segment visitors
Metrics:
Traffic
On-site
engagement
Pixeling
Organic traffic
Inbound links
Rankings
Number of leads
Opt-in rate
Number of
organic leads
Opt-in rate
Inbound links
Rankings
Campaigns:
– Get returning
visitors
Middle ofthe funnel
– Turn visitors into
leads
Metrics:
Campaigns:
– Convert leads
Bottom ofthe funnel – Maximize cart
value
– Convert leads
Bottom ofthe funnel – Maximize cart
value
Metrics:
Purchases +
conversion rate
Average order
value
Organic
customers +
conversion rate
Inbound links
Rankings
How will we distribute these assets?
PPC
Paid traffic
CPC, CPM
Social media
Social traffic
Visibility &
engagement
Email marketing
N/A
How are we
performing?
How will we
improve?
Analytics
Sales Funnels
Measure. track,
and report
Connect the
channels
Identify gaps,
formulate
hypotheses,
Traffic
On-site engagement
Pixeling
Measure. track,
and report
Number of paid
leads
Opt-in rate
CPC, CPM, CPL
Number of social
leads
Opt-in rate
Email list growth
Open rates
Click rates
Connect the
channels
Identify gaps,
formulate
hypotheses,
Number of leads
Opt-in rate
Measure. track,
and report
Connect the
channels
Identify gaps,
formulate
hypotheses,
Social customers Email customers +
Paid customers +
+ conversion rate conversion rate
conversion rate
Visibility and
Open rates
CPC, CPM, CPA
engagement
Click rates
Purchases + conversion rate
Average order value
Funnel Campaign Ideas Cheatsheet
Funnel Campaign Idea
Funnel Stage
Content Marketing
(Website)
– Blog posts: mega guides,
walkthroughs, power lists,
stories, case studies
Top ofthe funnel – Videos: walkthroughs, deep
dives, unboxing, tutorials
– Podcasts
– Product reviews
– Lead magnets /
downloadable coupons
– Free trials
Middle ofthe funnel- Webinars
– Giveaways
– Landing pages
– Newsletters
– Sales pages
– Testimonials
Bottom ofthe funnel- Product comparisons
– Launches / promotions
SEO
Optimize for keywords
related to:
– How
– What
– When
– Options
– reviews
Optimize for keywords
related to:
– Services
– Training
– Tools
– Product modifiers
– Comparisons
Optimize for keywords
related to:
– Brand & names
– reviews
– Promo codes
– Pricing
– Buy
Funnel Campaign Ideas
PPC
Target keywords related to:
– How
– What
– When
– Options
– reviews
Target keywords related to:
– Services
– Training
– Tools
– Product modifiers
– Comparisons
Target keywords related to:
– Brand & names
– reviews
– Promo codes
– Pricing
– Buy
Social media
Email marketing
– Monitoring industry-related
keywords and topics
– Broadcasting: top of funnel
N/A
posts optimized by channel
(use the social media channel
cheatsheet
https://bit.ly/3hyndWN)
– Monitoring category-related – Welcome / onboarding
keywords and topics
– Newsletters
– Broadcasting: blog posts,
lead magnets, free trials,
– Webinar / free trial
webinars
invitations
– Monitoring brand and
product mentions
– Broadcasting: seasonal /
special promotions, new
product launches,
testimonials
– Webinar / free trial follow
ups
– Flash sales
– Upsells and cross-sells
– Abandoned carts
– Referrals
Purchase answer to see full
attachment
