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This is a paper and an excel spreadsheet. Prior to beginning work on this assign

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This is a paper and an excel spreadsheet.
Prior to beginning work on this assignment, briefly review all chapters in the textbook, paying special attention to chapter 13.
For your final project, you will be taking the role of digital marketing director for RogueFitness.com. RogueFitness.com sells a large variety of workout equipment, with a focus on CrossFit equipment that is sold both to individuals and to CrossFit gyms. Review last month’s data from each of Rogue’s major channels in the Rogue Fitness Data Download Rogue Fitness Dataexcel spreadsheet available in your online classroom. The spreadsheet contain a summary sheet, and 8 other sheets each of which provides data for each channel that Rogue Fitness utilizes. A detailed explanation of each channel is provided below.
SEO. The $10,000-per-month investment in SEO could be used to hire a marketing agency or to pay a single in-house SEO employee. The breakdown between demand generation and demand harvesting reflects a targeting of purchase-ready keywords (e.g., “wrist wraps” and “rogue barbell”) and research keywords (e.g., “best weightlifting belt” and “garage gym setup”).
Paid Search. All of Rogue’s $75,000-per-month investment in paid search is categorized as demand harvesting. While it is true that much of this budget may be spent on past customers, paid search ads are not typically targeted differently to past and potential customers.
Email. Rogue has two methods of collecting email addresses. Most commonly, email addresses are collected during the checkout process. As a result, these emails belong to past customers, so these efforts are considered loyalty building. A second method of email collection comes from the website without a purchase, and these emails belong to people who have not yet purchased from Rogue. Therefore, these emails are considered demand harvesting.
Social Media Ads. Rogue’s social media advertising campaigns can be categorized into all three marketing activities. Demand generation campaigns are targeted toward social media users who have not yet purchased from Rogue and are higher up in the purchase funnel. These ads tend to be more experimental and thus receive only a small budget. The demand harvesting campaigns from Rogue also go to users who have no purchase history with Rogue but who are likely to be further down the purchase funnel (e.g., look-alike audience campaigns and retargeting campaigns). Finally, Rogue targets campaigns toward past customers, and these fall into the loyalty building category. While the daily budget for these loyalty building campaigns is highest, the actual spending for these campaigns is lower than the spending for the demand harvesting campaigns because the population size and social media usage is not high enough among past Rogue purchasers to use the entire budget.
Social Media Posting. Not all of Rogue’s social media followers are past purchasers. But, there is no reliable way to divide potential and past customers and show different posts to them, so Rogue creates only one unified social media content stream.
Display Advertising. Rogue evenly divides its budget across generation, harvesting, and loyalty building.
Sponsored Ads. Rogue only offers a limited portfolio of products on Amazon, and it invests some budget into running sponsored ads for these products on appropriate product searches. These ads are considered demand harvesting.
Direct. There is no data to examine for direct traffic because there is no direct investment in advertising to generate this traffic. The breakdown of demand harvesting and loyalty building comes from the fact that anyone who purchases on the site either has to log in to an account (loyalty building) or create an account (demand harvesting).
As the digital marketing director, your job is to determine how the budget should be increased or decreased in different channels to maximize overall profit. You have not been given permission to increase the total digital marketing budget, so any increases in one channel will have to come from decreases in another channel.
Your final project deliverable includes 2 documents:
1) The Excel Spreadsheet with your updated budget allocation and updated attributed revenue.
2) A Word document paper that contains your justification for each choice you make here as well as addressing the following questions.
Upload both files to Waypoint.
Final Project Instructions
1) Excel Spreadsheet: You need to update the first worksheet of the file labeled “Summary Date” with your new budget allocation (column C). Only update the second table, rows 14 – 39. You will also update the Attributed Revenue column to provide your projections for how revenue will increase/decrease with your new budget allocations (column D).
2) Written paper: First, provide a justification for budget increase, decrease or budget maintenance on each of those eight channels/tactics. You need to have 8 sub-headers as below to describe your rationale for each channel/tactic:
SEO, Paid Search, Email, Social Media Ads, Social Media Posting, Display Advertising, Sponsored Ads (Amazon), Direct.
Lastly, address the following questions in your paper:
Pick your favorite brand and apply the digital strategy framework (Figure 13.1.1) to its marketing efforts. Explain how each of the six digital marketing channels can be leveraged to effectively implement demand generation, demand harvesting, and loyalty building. Feel free to select a small business with a new brand or a large company with a well-established brand. Include a brief summary of the company and its products and competitors.
Discuss top two digital marketing tactics that can effectively benefit your brand. Refer to Chapter 13-Section 3: Other Digital Marketing Tactics for your selection.
Explain an effective digital resource allocation for your brand across the six channels based on Figure 13.4.1.
The Digital Marketing Strategy and Budgeting final project paper
Must be three to five double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style (Links to an external site.) as outlined in the Writing Center’s APA Formatting for Microsoft Word (Links to an external site.) resource.
Must include a separate title page with the following:
Title of project in bold font
Space should appear between the title and the rest of the information on the title page.
Student’s name
Name of institution (The University of Arizona Global Campus)
Course name and number
Instructor’s name
Due date
Must utilize academic voice. See the Academic Voice (Links to an external site.) resource for additional guidance.
Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
For assistance on writing Introductions & Conclusions (Links to an external site.) and Writing a Thesis Statement (Links to an external site.), refer to the Writing Center resources.
Must use the course text.
Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper (Links to an external site.) guide.
Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References List (Links to an external site.) resource in the Writing Center for specifications.

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