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create new idea for a product/service. The idea has to be original and non-existent anywhere around the

globe.There is no limit to what the idea could be: it could be a physical product, a service or even a mobile app. The mandate isto launch it exclusively online, with digital-only marketing

Components of the Digital Strategy Assignment:


(THINK): Provide a situational analysis, describing the market, the competition and the chosen target

What is your product/service idea?

What is the industry into which this product will be launched?

What is the current situation in this industry/market?

Perform a PEST analysis, using specific, real data points you have found

in reliable sources through your secondary researchWho are the main current competitors? (If no direct competitors, what

products do customers currently use as substitutes to fulfil their needs?)

What do these competitors do well? What are their weaknesses? Are there any emerging new competitors that are small, but worth

paying attention to?

Who is the ideal target customer for your product? (What are their

geographic, demographic, psychographic, behavioural characteristics?)

What motivates this people?

What is the customer pain-point that your product solve


(CREATE) Design your Digital Marketing Strategy and select the right tactics.

Discuss strategy for web design and development/UX, content marketing approach, online advertising approach,

search advertising approach, social media approach. Make sure you use your understanding of the target customer

to justify your choices. Find and use specific, real data points from reliable secondary sources to support your


What is your approach to designing the webpage and/or application for

your product/service?

Describe how you will address the following UX principles(Findability,Accessibility,Desirability,Usability,Credibility,Usefulnes in your web design

Describe your approach to Content Marketing.

Which Personas can your target audience be split into?

What is your Brand Idea/Brand Essence statement?

What Content Pillars fit these personas, while logically

connecting to your Brand Idea/Essence?

Which specific content formats/tactics will you use? (e.g. video,

podcasts, blog posts, social media posts, etc.)

Describe your approach to Online Advertising.

Which targeting options will you use? How will you apply them? (E.g. if

using Contextual targeting, which contexts will you target?) Why did you

make these choices?

Describe your approach to Search Advertising.

What is your Search Advertising strategy?

Which keywords/key phrases will you big on? How much will

you bid? What is your expected reach?

What targeting approach will you use for your search ads?

What ad formats/extensions will you use?

Describe your approach to Social Media.

Which Social Media channels will you use? Will you use them for content

dissemination, advertising, or both? How?

Which business challenges do you aim to solve with Social Media,


(ENGAGE) Develop a promotional schedule for how you will drive traffic and build customer relationships.

This is a 12-month calendar for when each of the elements you described in the CREATE section will be

implemented. Make sure this section closely aligns with CREATE section. Include a summary to explain the choices

you made, particularly choices around timing and always-on tactics vs. intermittent marketing effectively


(OPTIMIZE): State the digital objectives, specific metrics to track, data collection approach, data analysis

approach and how you will optimize the plan.

Ensure that you list the specific metrics that are the goals of your plan, how you intend to collect the data, how you

plan to analyze it, and how you will use these findings to optimize your plan. Make sure that you include metrics to

Professor Polina Buchan

measure the effectiveness of each of the marketing tactics you listed in the CREATE/ENGAGE sections. You should

have one overall objective (e.g. # of new customers, market share, or a $ sales goal), and several metrics that relate

to each of the marketing tactics. (E.g. If your plan includes a website, will you track site visits/time on site/bounce

rate, etc.? If your plan includes social media, what engagement metrics will you trac

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