Midterm 1 Syllabus

Due to the large contents in Dr. Dave Chaffey's book, I am reducing the syllabus to a number of specific
questions. I am using Dr. Chaffey's support website to frame the questions. The Mid 1 exam should
focus on the following topics from this link:

https://www.smartinsights.com/author/davechaffey/
(Close pop-ups when reading)

E-commerce conversion rates – how do yours compare? 24/2/2020

A great framework for defining online business models and marketing plans. 17/1/2020
10 reasons you need a digital marketing strategy in 2020. 09/1/2020
How many different types of marketing plans does a business need and why? 08/1/2020
What is integrated marketing communications? 28/11/2019
What is Digital Marketing? A visual summary. 25/11/2019
8 Online revenue model options for Internet businesses 15/10/2019
How to define SMART marketing objectives. 01/10/2019
What is customer lifecycle marketing? 01/10/2019
Consumer search behaviour research 25/07/2019
The Perfect Landing Page: Landing page examples and 12 tips. 21/06/2019
Start with Why: Creating a value proposition with the Golden Circle model 22/03/2019
Creating a B2B Digital Marketing Plan for 2018 [infographic] 17/07/2018
Ecommerce Funnel conversion rates. 26/06/2018
Setting the right digital marketing objectives. 30/04/2018
Introducing RACE: a practical framework to improve your digital marketing. 06/12/2017
Defining digital strategy. 20/11/2017
Web design personas - best practices and examples. 31/1/2017
Strategic planning for digital marketing. 11/1/2016
Digital Strategy. 06/1/2015

How to prepare: Use the book, slides, and the blog posts to understand the topics and prepare your own
answers. There is no need to memorise anything line by line.

There will be 10 choices and you need to answer any 5. Each question shall carry 3 marks.
Mid Term 1: 16 March Syllabus, Chapters 1, 2, 3, Marks: 15
Mid Term 2: 30 March Syllabus, Chapters 4, 5, Marks: 15
Quiz 2: 6 April Syllabus Chapter 6 Marks: 10 (Best One)
Report Submission and Presentation: 13 April, Marks: 10+10= 20
Final Exam Syllabus: Syllabus, Chapters 6, 8, 9 Marks: 25
Assignment: 20 April (or whenever is the Final Exam), Marks: 10

Individual Assignment: Create a Wix

Webpage on Preventing COVID-19
10 points
Khandker Md Nahin Mamun Mar 29 (Edited May 10)
Individual assignment
Create a Wix webpage on what to do to avoid the spread of Coronavirus and the necessary steps
if someone has the symptoms.

Do not use buttons. You can use images (JPEG, PNG, GIF), texts, shapes, animations, videos,
icons etc.

Maintain a good color combination that fits well with the topic.

Do not show your web page to your classmates. Do not submit link unless I ask for it.

Please use the attached guidelines and write a Digital Marketing Plan 2021 for a Bangladeshi
company/brand of your choice. It is a creative project and therefore you should not submit an analysis
of what a company is already doing. The company can be an existing or a non-existing one, however, the
digital strategy has to be your own.

You can select banks, fashion brands, food brands, consumer brands, electrical goods, real estate
companies, e-commerce websites, fast food chain, and movies as your company.

In terms of competitors, you will use real companies in the industry and analyse what they are doing in
the digital domain.
There is no fixed length of the report. You can use as many pages as you think ideal for the
communication. The best report has to be professional, logical, market sensitive, and strategic.

I am not expecting a high conversion rate that can never be achieved. However, I do not want a below
standard conversion rate. When creating your budget, use an ambitious conversion rate.

If you have questions that cannot be answered with the help of the guides, then you can ask me. My
reply shall be for everyone. It will not be possible to see the report before submission.

Attachment:
1. Smart Insight Digital Strategy Guide
2. Talkwalker Digital Strategy Guide (Use Page 5 -31)

Notes from my notepad:

The key element of a campaign is the advertisement.

What are the advertisement choices?

search engine ads

-The search key phrase should be in your headlines

-90 character description should be attractive

display advertisements (Check the dimensions)

Make your design

-static image
- dynamic content
- animated content
Look at the dimensions of images

Video advertisements
youtube, facebook

Gmail advertisements
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Once your ad copy/design is ready
tell Google when to show

If it is image ads/display ads, you set the budget and the rate is based on impression.
If it is a search engine result page ad, then you need to tell google what are the key words that
will trigger this ad.

Decision: text based or image based?

The assumption behind text based ad is that there are people actually looking for a product and
that sus why they are searching. The chance of sales is higher. If you do not do search engine ads
and your website is not in the organic list, then that person will not be able to know about your
site.

Perhaps the person/ our potential customers are not searching and we decided to place the ad on
people's monitor to entice them. Display ads are cheaper

May be for a really competitive keywords, a PPC ad costs $4.

At the same cost you can get 1000 impression on the computers of people Google decided to
show.

Suppose the advertiser wants to target specific websites, the they will contact those websites
directly.
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Now let's focus on Content distribution:

Targeting:
Demographic
geographic

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Once you set the location and age group set the daily budget and campaign budget
------------------------------------------

A huge budget is necessary to show your ad to everyone searching in the market

you need to set a budget that will last throughout the day
24 hours
12 hours
but your budget may run out in 3 hours

you can only know after starting your campaign.

After the first day, based on your response, you can rethink your budget and your ad text.

May be you need to add some negative keywords, may be you need to consider the timing.

Plan your schedule based on the search behaviour of your potential customers.

These are responsible behaviour of digital marketers.

-+-------------------------------------------------------------

If you are irresponsible, then you wait till the end of the month and say the client that there
product was not good enough.

You can blame the product and other factors when your ad does not convert. That is disreputable.
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You are depending on Google and Facebook to select the right person. Google only knows a
computer or mobile.
A lot of digital campaigns end with no sales.
---------------------------------------------------------

So you need analytics to run simultaneously with a campaign.

After day one or two, rethink every button, image, text on your website. What is working and
what is not?

On the page elements and all pages on your website.

Finally, rethink your product price sitting with your team.
If all design elements are fine, and pricing is fine, then you will have a good conversion.

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A the end of the month, if you have made a good sales, then you are successful as a digital
marketer.

There are some techniques of making sure that your effort resulted in the sales.
--------------------------------------------------------------------------------------

After getting an order, your superior or your company owner can claim that this client is an old
client. If all clients are p;d and existing clients you cannot justify your contribution to the
company.

Digital Marketing managers need to prove their contribution on sales.

Ask what is the existing sales and get a list of old clients.

Another procedure is conversion tracking from Google adwords upto your shopping cart and
checkout.

We can you google analytics to track every entry in our website and see how much sales is
related to our effort. Conversion tracking is possible by placing a code in your website.

----------------------------------------

Another key issue is customer lifetime sales/value.

a new customer and that customer placed an order of 5000 taka.

At the end of the month your sales performance did not meet target and you are fired. Then this
customer places an order of 2 lacs taka.

---------------------------------------------------------

You need to calculate the life time value of repeat sales when negotiating your
output/contribution.
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When you are deciding your strategy, suppose your company owner or stakeholder wants to
invest more.

your plan is 30,000 taka Google advertisement, your salary 30,000 and that is 60,000 taka
marketing budget.

Your projected sales is 300,000 taka per month. your boss gets 240,000.

300,000
-60,000 (google + you)
---------------------
240,000 (Director)

Revenue 36 lacs per year at the moment

However, your company says lets scale this conversion formula and lets invest 1 crore taka and
make 5 crore.
The sales of your product combining online and offline is 50 crore tk annually.

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To become the best in digital marketing, you need to accept big budgets.
Another issue is if you do not want to accept big budget challenges, your classmates may try to
get your job.
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Some new investor may want to be in the competition.

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From a position that you have no contribution to the company to a position where you are
bringing in millions, both situations are possible.

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In the digital world, your website and your online services are not bound to geography. For
example you are selling ebooks, you are selling tutorials, you are selling fashion brands.

You can sell to the whole world.

---------------------------------------------------------------
foodpanda
daraz
uber

Create a medicine website and target all countries in Asia.

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The real money in digital marketing is the top position in Google.

Goals can be purchasing, registering, downloading, making phone calls

You can design one ad for all or have many variations and target smaller segments.

How many designs can you create to target different groups? You can create as many as 30,000
variations or 1 lac variations and send these ads to micro targets, if it increases your conversion
rate.

Segmentation and targeting is at the hand of big companies, We need to trust that Google is
sending the ads to the right people.

Suppose you are selling a new brand of shoe. so what should be the selection criteria?
education??
Scheduling a sales promotion?

For 14 April celebration, sales need to start 01 April, and your digital campaign need to start 01
March.

Write an essay identifying your strengths in digital marketing, tasks that you can do, and areas where
you need to improve to further your career at any particular aspect of Digital Marketing.

Word Limit: 1000