Digital Marketing Plan: Part I
In application of the concepts learned in this course, you will compile a digital marketing plan. As a reminder, a digital marketing plan is a document that shares the details for all of the planning for digital marketing campaigns and actions. You will take on the role of an entrepreneur of a new business startup of your choice. You will compile the first half of the plan here in Unit VI and the second half of the plan in Unit VIII.
For this assignment, your digital marketing plan should include the elements listed below.
Company Overview
Discuss your company’s business model, and relate it to the 7 Ps.
Discuss attraction, conversion, and brand loyalty in terms of your company’s digital marketing strategies.
Target Market Identification
Identify the company’s target market and their characteristics.
Situation and Competitive Analysis
Compile a SWOT (strengths, weaknesses, opportunities, and threats) analysis for a real company that would be a competitor of yours. Include a minimum of three points in each area.
Relate the SWOT analysis to the company’s marketing actions.
Tracking Measures
Determine ways to track your company’s key performance indicators (KPIs).
Discuss the value in tracking KPIs.
This assignment should be a minimum of four pages in length, not counting the title page and references page. Use headings in your plan (feel free to use the headings provided above). Adhere to APA Style when creating citations and references for this assignment. Include a minimum of two academically credible references beyond the textbook.

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