It is a continuation of the previous order XXXXXXXXXXThe ask of this assessment is to prepare an integrated digital marketing (IDM) plan forDR Dream Lazer Clinic Australia you used in Assessment #1...

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It is a continuation of the previous order 43188. The ask of this assessment is to prepare an integrated digital marketing (IDM) plan forDR Dream Lazer Clinic Australia you used in Assessment #1 (preferably). I will send back the Assessment 1 with feedback from my lecturer, pls go through it with the comment for what need to improve for this second assessment. Pls go through the Assessment requirement file to know the structure as well as the guidance of the assessment. Prefers to Week 8 as how to do the Digital Marketing Strategy. Total words are 2750, not including Reference list. no executive summary for this report.




Assessment Information Subject Code: MBA631 Subject Name: Digital Marketing and Communication Assessment Title: Assessment 3: Prepare and present an Integrated Digital Marketing Plan for an organisation Assessment Type: Individual Project Weighting: 40 % Total Marks: 40 Reference Harvard Styles (15 minimum) Word count 2750 words Due Date: 8th Oct 2019 (9am) Your Task Prepare an integrated digital marketing (IDM) plan. Assessment Description The purpose of this assessment is to formulate a digital marketing strategy for DR Dream Lazer Clinic Australia you used in Assessment #1 (preferably). You are to review the organisations’ digital marketing problems (using the findings from the Digital Strategy (Week 8) and Marketing Audit in Assessment #1). Develop the Integrated Digital Marketing (IDM) Plan and attempt to solve the problems through the better use of digital marketing knowledge you have learned from this class. Your key objective is to integrate your subject knowledge – including the set of digital marketing models, strategies, tactics, and values – to generate a thoughtful and successful IDM plan. Your plan must attempt to raise awareness and generate interest in your client’s product/service, and you may structure the plan to target any segment, geographic focus, etc. using a variety of digital media strategies. Importantly, however, you must include tools to monitor your campaign and to measure its digital impact (e.g., YouTube likes, Facebook comments, Twitter retweets, blog mentions, and so on.). The solutions provided should show creativity while being feasible. Be as precise as you can about the type of information sources used in your project, the data generated from these sources, the analytical tools used to extract marketing “insights” from the data, the transformation of the insights into strategic elements, and the expected business outcomes from an execution of the integrated (traditional + digital) marketing strategy. Integrated Digital Marketing Plan I. Introduction a. Briefly describe the current business mission, strategy and operations of your client, the industry in which the company operates, industry trends, major competitors, client strengths and weaknesses in relation to major competitors, macro environmental threats and opportunities and current digital ( Assessment Information ) presence. b. Describe the marketing strategy of the client in terms of current product/service offerings, the target markets to which these are directed, customer segments and value propositions, and the product/service positioning strategies being used to deliver the value propositions to customer segments. (7Ps’ + Partnership, prefers to Workshop Week 8) II. Integrated (traditional + digital) Marketing Strategy Based on (IIa) and (IIb) above, identify the primary marketing challenge (justified by the Audit from Assessment #1) being faced by the client and any gut-level (a.k.a., “managerial judgment”) recommendations you may have about how the marketing challenge could be addressed. Summarise your justification for changing your client’s marketing strategy to achieve digital integration by re-targeting marketing efforts, re-defining customer segments, re-positioning product/service offerings, and/or changing value propositions. Identify specific changes being proposed in product, price, channel, and promotion strategies through digital transformation. III. Digital Marketing Plan (Week 8) Describe your proposed digital marketing plan in detail. For each item or activity listed, discuss how it will help achieve the client’s marketing strategy, address the marketing challenge you’ve identified, and capitalise on any new marketing opportunities that are related to the challenge. Recommend a menu of digital assets / platforms (i.e., tools) to use in developing your digital marketing plan as listed below. (Week 11). Bear in mind that not all these items may apply to the marketing challenge you seek to address and/or be useful for achieving digital integration. Use your judgement in selecting the digital assets/platforms to use, including making selections from items covered in the course including but not limited to: · SEO/Analytics (Week 3) · Search Ad Campaign (Week 7) · Social Media Marketing (e.g., Facebook, Twitter, Pinterest, Instagram, Snapchat, etc.) (Week 5) · Mobile marketing (Week 9) · Email marketing (Week 4) · Content marketing (e.g., blogging, videos, podcasts, etc.) (Week 4) · Any of the technologies highlighted in Assessment #2 such as Augmented Reality; Virtual Reality; NFC (near field communication) Technology; Facial Recognition; 3D Body Scanning; Artificial Intelligence (e.g., Chatbots); IV. Conclusion and Final Recommendations Use this section to summarise the highlights of your digital marketing plan. V. References Harvard Style; minimum 15; scholarly views, journal articles, business review, magazines International Journal of Digital Marketing: https://digital-marketing-journal.online/ Australasian Marketing Journal (AMJ) - the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). Journal of Marketing (American Marketing Association): https://www.ama.org/publications/JournalOfMarketing/Pages/Current-Issue.aspx The Marketing Journal: http://www.marketingjournal.org/category/digital-marketing/ Journal of Consumer Marketing Journal of Marketing Management Journal of Marketing Behaviour (JMB) Journal of Technology Research (JTR) Assessment Marking Rubric Criteria F (Fail) 0%-49% P (Pass) 50%-64% CR (Credit) 65%-74% D (Distinction) 75% - 84% HD (High Distinction) 85%-100% Assessment Content OUT OF 32 MARKS Introduction (6) Introduction was either non- existent or limited in its explanation. Overview of the business and current marketing strategy included but was vague. Good and detailed overview of the business and current marketing strategy. Very good overview of the business and current marketing strategy. Excellent and detailed overview of the business and current marketing strategy. Integrated (traditional + digital) Marketing Strategy Recommendations (8) No marketing challenge identified. Justification for digital integration / transformation not explained. Vague marketing challenge identified. Justification for digital integration / transformation briefly explained. Marketing challenge identified. Justification for digital integration / transformation needed more depth in its explanation Clear marketing challenge identified, though more detail needed. Justification for digital integration / transformation explained sufficiently. Clear and detailed marketing challenge identified. Justification for digital integration / transformation clearly explained. Digital Marketing Plan (12) Vague and confusing digital marketing plan not aligned with the objectives. Few if any relevant digital assets / platforms discussed in the strategy. Basic digital marketing plan with little alignment with the objectives. Needed to have much more explanation of the digital assets / platforms discussed in the strategy. Good digital marketing plan somewhat aligned with the objectives. Some digital assets / platforms did not seem to be relevant. Detailed digital marketing plan aligned with the objectives. Relevant digital assets / platforms discussed and used in the strategy. Could have had more detailed explanation. Very detailed digital marketing plan aligned with the objectives. Thorough and relevant digital assets/platforms discussed and used in the strategy. Conclusions and Recommendations (6) Conclusions and recommendations were not addressed / included. Conclusions and recommendations were vague. Conclusions and recommendations were addressed. Very good conclusions and recommendations though could have been clearer. Explicit and clear conclusions and recommendations that are compelling and convincing. Structure Format and Presentation OUT OF 8 MARKS Answer clearly and logically presented Writing style is unclear; lacks logical flow and structure Writing style lacks some clarity; some flaws in logical flow and structure Writing style is mostly clear; Generally logical flow and structure Answer presented mostly clear and logical Answer presented very clear and logical. Appropriate theory and research used to answer question posed Inappropriate and outdated theory and research used Adequate theory and research used; Some research dated. Met minimum standards, Good theory and research used. Current. Could have had more in-depth research. Very good and in-depth theory and research used; current and thorough. Excellent and current theory and research used; Depth of research exceeded expectations Correct academic writing style used, including correct spelling, grammar and punctuation Non-academic writing style, lacks clarity and has no flow. No structure. Many spelling and grammatical errors. Writing style is non-academic though is clear; minor flow and structure issues. Spelling or grammatical errors. Academic writing style is clear; good flow, some structure issues. Some spelling or grammatical errors. Clear academic writing style with very good flow and structure. Minor spelling or grammatical errors. Academic writing style is very clear with sound flow and structure. No spelling or grammatical errors. Format of answer consistent with question requirements and KBS guidelines Format of answer does not follow KBS guidelines of the question requirements Format of answer adequately meets question requirements; KBS guidelines inconsistent Format of answer meets question requirements and KBS guidelines; some errors Format of answer consistent with question requirements & KBS guidelines; a couple of errors Format of answer exceeds question requirements and KBS guidelines; no errors In-text referencing and reference list follows Harvard style and consistent with KBS guidelines None or very few sources are acknowledged. Does not follow Harvard style nor KBS guidelines. Acknowledged few sources in text and reference list. Few citations and references follow Harvard style. KBS guidelines rarely adhered to. Acknowledged some sources in text and reference list. Inconsistent use of Harvard style. Some KBS guidelines adhered to. Acknowledged most sources in text and reference list. Most citations and references follow Harvard style. Most KBS guidelines adhered to. Acknowledged all sources in text and reference list. All citations and references follow Harvard style. All KBS guidelines adhered to. Comments: MBA631_A1_Hoang_Nhu_Nguy en_Submit by Hoang Nhu Nguyen Submission date: 15-Aug-2019 10:06AM (UTC+1000) Submission ID: 1160195415 File name: 8976_Hoang_Nhu_Nguyen_MBA631_A1_Hoang_Nhu_Nguyen_Submit_180640_79117586.pdf (381.81K) Word count: 5288 Character count: 30431 1 2 3 4 22% SIMILARITY INDEX 4% INTERNET SOURCES 0% PUBLICATIONS 22% STUDENT PAPERS 1 21% 2 <1% 3=""><1% 4=""><1% 5=""><1% 6=""><1% 7=""><1% exclude="" quotes="" on="" exclude="" bibliography="" on="" exclude="" matches="">< 7 words mba631_a1_hoang_nhu_nguyen_submit originality report primary sources submitted to kaplan professional student paper submitted to victoria university student paper www.ptboard.bc.ca internet source submitted to deakin university student paper submitted to university of strathclyde student paper journals.sagepub.com internet source submitted to university of melbourne student paper final grade 20/30 mba631_a1_hoang_nhu_nguyen_submit grademark report general comments instructor dear hoang, overall you put together some interesting key points based around the brand you have chosen to work on and it is clear that you have started to really understand the impact of social media on the brand. you have gone through each of the social media platforms used by the brand which is great but it would be good to see a bit more detail based around why you think they have relied on these platforms and the information that they post. you have included some good comments in your digital audit checklist however some of these points haven't been mentioned in your report. try to really join the two together to help add depth. overall a good effort. well done. late penalty added page 1 page 2 page 3 page 4 comment 1 good use of references in here page 5 comment 2 why do you think they are only focusing on two? why these two? a bit more detail is needed here comment 3 couldn't this be done on another platform? why have they selected just these? what is your opinion? page 6 7="" words="" mba631_a1_hoang_nhu_nguyen_submit="" originality="" report="" primary="" sources="" submitted="" to="" kaplan="" professional="" student="" paper="" submitted="" to="" victoria="" university="" student="" paper="" www.ptboard.bc.ca="" internet="" source="" submitted="" to="" deakin="" university="" student="" paper="" submitted="" to="" university="" of="" strathclyde="" student="" paper="" journals.sagepub.com="" internet="" source="" submitted="" to="" university="" of="" melbourne="" student="" paper="" final="" grade="" 20/30="" mba631_a1_hoang_nhu_nguyen_submit="" grademark="" report="" general="" comments="" instructor="" dear="" hoang,="" overall="" you="" put="" together="" some="" interesting="" key="" points="" based="" around="" the="" brand="" you="" have="" chosen="" to="" work="" on="" and="" it="" is="" clear="" that="" you="" have="" started="" to="" really="" understand="" the="" impact="" of="" social="" media="" on="" the="" brand.="" you="" have="" gone="" through="" each="" of="" the="" social="" media="" platforms="" used="" by="" the="" brand="" which="" is="" great="" but="" it="" would="" be="" good="" to="" see="" a="" bit="" more="" detail="" based="" around="" why="" you="" think="" they="" have="" relied="" on="" these="" platforms="" and="" the="" information="" that="" they="" post.="" you="" have="" included="" some="" good="" comments="" in="" your="" digital="" audit="" checklist="" however="" some="" of="" these="" points="" haven't="" been="" mentioned="" in="" your="" report.="" try="" to="" really="" join="" the="" two="" together="" to="" help="" add="" depth.="" overall="" a="" good="" effort.="" well="" done.="" late="" penalty="" added="" page="" 1="" page="" 2="" page="" 3="" page="" 4="" comment="" 1="" good="" use="" of="" references="" in="" here="" page="" 5="" comment="" 2="" why="" do="" you="" think="" they="" are="" only="" focusing="" on="" two?="" why="" these="" two?="" a="" bit="" more="" detail="" is="" needed="" here="" comment="" 3="" couldn't="" this="" be="" done="" on="" another="" platform?="" why="" have="" they="" selected="" just="" these?="" what="" is="" your="" opinion?="" page="">

Answered Same DayOct 03, 2021MBA631

Answer To: It is a continuation of the previous order XXXXXXXXXXThe ask of this assessment is to prepare an...

Dilpreet answered on Oct 07 2021
139 Votes
INTEGRATED DIGITAL MARKETING STRTAEGY
Table of contents
Introduction    3
Mission of the business    4
Product positioning strategies    4
Integrated marketing strategy    4
Digital integration in marketing strategy    5
Official website    5
YouTube    5
Instagram    6
Facebook    6
Changes in 7Ps through digital transformation    6
Digital marketing plan    7
Tools for digital marketing plan    9
Conclusion    10
References    11
Introduction
Technological advancements in the current scenario have paved the path for digitisation of marketing strategies. With this digital revolution can be observed in the market which helps to busine
sses to expand in terms of profitability as well as the area in the market. As mentioned by Todor (2016) in his work that businesses these days adopt integrated digital marketing strategies to increase their sales and enhance their brand image. This will also help in maintaining a good level of conversation with the clients.
In this report an integrated digital marketing plan for Dr Dream Laser Clinic, Australia has been discussed and presented. The services offered by this clinic include cosmeceuticals products as well as advanced skin treatments which are non-invasive. For developing a successful integrated digital marketing strategy type of business, target market and existing competition in the market must be kept in mind. While developing the digital marketing strategies the goals that the business wants to achieve should be considered.
Dr Dream Laser Clinic faces a tough competition from The Skin Care Clinic. Dr Dream Clinic gains an edge over Sin Care Clinic through its laser treatment specialties as well as providing the customers with affordable treatments and skin care products. However, Skin Care clinic has a vast range of other skin care solutions as well as products and thus provides the customers with a vast variety to choose form.
The strengths of Dr Dreams Laser Clinic are the qualified professionals for skin care treatments which help it to stand out from the crowd in the business. As known from the official website of the clinic it uses latest and technically advanced and TGA- approved technologies. However, this skin care clinic can find vast opportunities for its growth by increasing the number of skin care treatments and products.
Currently the clinic has its digital presence through Facebook, Instagram and YouTube. Apart from active accounts on these social media platforms the business has its own website which is well designed and organised with the purpose to provide the customers with whatever details are required by them.
Mission of the business
The mission of this business is to achieve top rank among skincare providers in Australia. The skin care clinic plans to make continuous innovations in the field of skincare and cosmeceuticals so that it can gain an edge over its existing competitors in the market. The core value of the business of the business is to attract new customers and retain existing customers and to satisfy the customers by providing them with high quality and long lasting skincare in affordable prices.
Product positioning strategies
The product positioning strategy of the business can be described with the help of 7Ps of marketing mix. As suggested by Saidani and Sudiarditha (2019) 7Ps is an impactful tool which can be used by businesses for customer satisfaction so that the business can stand against the tough competition in the market. These 7Ps include product, promotion, place, price, process, people and physical evidence. Apart from this Smith and Chaffey (2008) introduced another P important for digital marketing i.e. partnerships. Business must form marketing alliances and should indulge in affiliate marketing for its continuous growth.
Integrated marketing strategy
Integrated marketing strategies can be defined as a blend of traditional and digital marketing strategies. According to valso et al. (2016) digital marketing particularly through social media platforms is playing a significant role in changing the face of marketing strategies. In today’s innovative and competitive world it is important that Dr Dreams focuses on digital marketing to overcome the marketing challenges which have been identified and mentioned here. The major issues are that the business is not able to reach its target customers with much efficiency and effectiveness. Customer relationship management is not up to the mark as a result of which a lack of customer engagement with the brand is easily noticeable. Furthermore, the current platforms used by the company are not capable enough to answer the queries of customers as well as to solve their problems.
Moreover, it has been observed that Facebook link provided on the official website of the clinic is not accurate as it does not directly leads the customers or viewers to the Facebook page of the business. As suggested by Stephen (2016) Facebook is a suitable platform for marketing because it has high number of users therefore Dr Dreams Clinic should integrate its Facebook page within the website to make effective use of digital marketing strategies. It is also observed that company has poor communication with its customers as a result of which there is very low level of customer engagement. As suggested by Mariani, Di Felice and Mura (2016) this can be mitigated if the company makes extensive use of discussion forums, and interactive question answer sessions to solve the queries and problems of the customers.
Digital integration in marketing strategy
To overcome all the shortcomings and to improve its services as well as customer relations Dr Dreams Clinic then decided to integrate its traditional marketing strategies with digital marketing strategies. Different social media platforms were used to re-target the marketing efforts, re-define the segments of the customers as well as to re-position the product into the existing market. Following social media platforms are used to integrate digitisation into the marketing strategy
Official website
The official website has a blog tab on the home page of the website that allows users visiting the website to involve...
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