Task:
1. Discuss the importance of measurement for Digital Marketing?
2. Your manager is excited at the prospect of developing more digital marketing content because it requires little financial investment relative to other traditional marketing channels. What other types of resources should your manager consider before pursuing this plan of action?
3. An online bank launched a new credit card to appeal to college students. Develop at least two examples of SMART objectives that measure key outcomes of the action plan.
4. ‘Many organisations collect data about their digital marketing activities, but often will not create much value from it’. Discuss possible reasons for this assertion.
•Is engagement and conversion consistent with other sites in sector?
•How important is home page compared to other page categories and landing pages?
•Does page popularity reflect product popularity?
•Review messaging/conversion paths are effective on these pages
•Assess source of traffic, in particular keywords from search engines and apply elsewhere
•Are the full range of digital media channels relevant for a company represented?
•Is the level of search engine traffic consistent with the brand reputation?
•What are the main link partners driving free traffic (potential for more?)
•Is page popularity as expected?
•Are there problems with findability caused by navigation labelling?
•Which content is most likely to influence visitors to outcome?
•Which content is most popular with returning visitors segment?
•Are these as expected (home page, About Us page, transaction completion)?
•How can attrition in conversion funnels be improved?
•What does forward path analysis show are the most effective calls-to-action?
•How important is home page compared to other page categories and landing pages?
•Does page popularity reflect product popularity?
•Review messaging/conversion paths are effective on these pages
•Assess source of traffic, in particular keywords from search engines and apply elsewhere
•Are the full range of digital media channels relevant for a company represented?
•Is the level of search engine traffic consistent with the brand reputation?
•What are the main link partners driving free traffic (potential for more?)
•Is page popularity as expected?
•Are there problems with findability caused by navigation labelling?
•Which content is most likely to influence visitors to outcome?
•Which content is most popular with returning visitors segment?
•Are these as expected (home page, About Us page, transaction completion)?
•How can attrition in conversion funnels be improved?
•What does forward path analysis show are the most effective calls-to-action?
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