You work for a company as a digital marketing manager, and you’ve been asked to prepare a comprehensive digital marketing campaign. The campaign will run for the duration of one year, starting January until December 2022.

Important note:

In this project, you are required to select one of the businesses below based on what you learn from this course and your perspective.

Requirements

Part 1, around (500-700) words (Refer to the Textbook Chapters 2 & 3, and apply the following in the context of your company)

1.Investigate the micro-environment as part of the situation analysis for your company.

a.Customers’ persona.

You should define:

§The target audience of your business.

§You will create three marketing personas that represent the organization’s target audience.

b.Competitors analysis

§Competitor analysis

Explain the impact of internet on the five forces (Porter’s five forces model).

§Benchmarking

Review the digital marketing tools/platforms of 2-3 local competitors and pay attention to their tone and personality and analyze your competition’s digital marketing tools/platforms, base your analysis on what you’ve observed on your competitor’s digital marketing tools/platforms across all platforms.

c.Digital Marketing Suppliers and/or Digital Marketing intermediaries.

§Review customer use of different types of digital publisher or media sites which may influence their decision.

2.Summaries the macro-environment variable your company needs to monitor when operating the digital marketing campaign. (two or three variables for each force are sufficient)

§Apply PESTLE strategic analysis tool in order to measure and assess the digital market.

a. Technological forces.

b.Legal forces.

c. Economic forces.

d.Political forces.

e. Social forces.