Assignment Details:

You have been hired as a digital marketing strategist.  You must select a small to medium-sized online business based in Ireland.  This can either be a start-up company or a small established company providing services to consumers.

1. Write an executive summary. This should include a short summary of the main findings of your research as well as the principle of digital marketing and strategic recommendations you have made.
2. You are required to complete research on your chosen business and understand the competitive environment and key market trends of this company.
3. Evaluate the current target market of this company and outline key customer ‘pain points’ you identify using secondary research. Make strategic recommendations indicating how this business can maximize growth by expanding or altering the target group or segmentation strategy.
4. Using the SMART framework, clearly define the main three marketing objectives of this E-business to enable a 5-year growth plan.
5. Based on your research of the target group, make key tactical digital marketing recommend a Your evaluation should make clear the recommended digital marketing strategy of the company in relation to the target audience you have outlined.
6. Outline in brief your measurement strategy for the marketing recommendations that you make.

Learning outcomes:

1. Identify the unique characteristics and complexities of targeting and engaging with online consumers using concepts, theories frameworks, models, and channels relating to digital marketing strategies.
2. Critically appraise and evaluate current digital business strategy and practice to inform and defend online business decisions, both locally and globally.
3. Apply advanced digital marketing skills and relevant Digital marketing channels including SEO, PPC, Social Media, Mobile & Email Marketing and content market
4. Fluently apply analytics and suggest recommendations for the use of appropriate metrics across a variety of digital and integrated marketing activities to maximize ROI.