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Introduction (150 words)
Explanation of what digital marketing communication is
Introduction (150 words)
Explanation of what digital marketing communication is, supported by references
Identification of brand, company and country for this report
Brief outline of what the report will include.
Task 1 – Audit of the brand’s digital marketing funnel (800 words)
Map the brand’s current digital marketing activities against the five stages of the marketing
funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy)
Explain the purpose of each stage and critically evaluate, giving examples, the effectiveness
of the five-stage marketing funnel as a tool for your brand’s digital marketing communication activities
Evaluate the effectiveness of the chosen framework for this brand, to include a discussion
of: (Advantages or benefits of this framework and Disadvantages or limitations of this framework)
Task 2 – The use of Search Engines (600 words)
Briefly explain the role of, and the differences between, SEO and SEM in digital marketing
communication
Analyse the role of SEO and SEM for developing optimised search strategies
Briefly explain the role of content for your brand across the marketing funnel
Analyse the role of SEO and SEM for developing effective content strategies
Task 3 – Paid, Owned and Earned communication (600 words)
Briefly explain using examples from your brand, the difference between paid, owned and
earned media
Assess with referenced evidence the different types of paid, owned and earned media used
by your brand
Assess the selection, frequency, and balance of these different types of media as used by
your brand across its marketing funnel, including why this is important
Task 4 – Key Findings and recommendations (150 words)
Using your key findings from each of the three tasks above, assess to what extent your
chosen company is using digital marketing communication effectively.
Highlight where and how improvements could be made.
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