Digital Marketing Analytics and Social Media L7 Assignment 2024

Assignment Brief

Social media can transform the way businesses operate from client/customer connectivity to profiling your brand. In this assessment, you are required to develop a social media strategy for your new brand and understand the key metrics required to be able to effectively measure, monitor and optimise the ensuing business performance.

1,500-word social media campaign plan For your own new brand, on your chosen social media platform (Instagram, TikTok, LinkedIn):

• Step 1: Develop an optimised brand profile (including handle name, bio, profile picture, highlight titles)
• Step 2: Establish Social Media Goals
• Step 3: Audience: Complete a Customer Persona (based on secondary research). This section should be referenced.
• Step 4: Content Creation: Complete a Style Guide Template
• Step 5: Content Creation: Create one piece of content for each category i) Awareness ii) Interest and iii) loyalty. Justify how each content created meets Steps 2-4. The content created should be justified through secondary research.
• Step 6: Amplification: Identify and Justify one influencer for each category i) Macro ii) Micro and iii) Nano 1,000-word analytics report For your new brand, identify and research what social media and business metrics will allow you as a brand manager to make informed decision making, in order to be able to effectively measure, monitor and optimise your social media strategy and business performance. This report should be based on secondary research and referenced throughout.

Essential Reading List

• Chaffey, Dave (2019). Digital Marketing: Strategy, implementation and practice. Pearson: UK.
• Ennis, Gary (2020). Embrace the Space: Inspirational insight from a decade of delivering social media training to businesses that give a damn! NSDesign Ltd: UK.
• Godin, Seth (2018). This is Marketing: You Can't Be Seen Until You Learn To See. Penguin: UK.
• Hartman, Kevin (2020). Digital Marketing Analytics. Ostmen Bennettsbridge Publishing Services: Chicago.
• Kingsnorth, Simon (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page: UK.
• Kotler, Philip (2021). Marketing 5.0 Technology for Humanity. Wiley: New York. Sponder, Marshall (2017).
• Digital Analytics for Marketing (Mastering Business Analytics). Routledge: UK.