Submission 2: Task 3 & 4

Task 3: Target Audience for Digital Asset

People searching for ‘digital agencies’ in Manchester

Advantage:

• 73% of online activity involves local searches

Disadvantage:

• Searches in Manchester doesn’t mean looking for Manchester based agency

• Difficult to stand out in high volume of search results

Justification:

• Exposure of assets, location specific keywords more convenient for consumers

Risk:

• Keyword Ranking will be too competitive

People searching for ‘DSMMCM1819’

Advantages:

• Traffic to our website , brand awareness

Disadvantages:

• Low volume

• Very specific , unlikely to lead to high engagement

Justification:

• Traffic improves SEO for assets

Risk:

• Narrow focus, too specific

People searching for ‘digital marketing students’ (Chosen)

Advantages:

• Digital asset relevant to the search

• Content is exposed to employee

Disadvantages:

• High volume of search results/ppc/competition

Justification:

• Increasing the traffic towards our website

Risk:

• Results of the search will be too broad

Task 4: Communication Objectives for Digital Asset

Acquisition

Increase the followers on DigiSpringUK’s Facebook page from 32 to 550 from January 1st 2019 to April 1st 2019 (Chosen)

Advantages:

• Gain credibility

• Building relationship with target audience

• Facebook largest social media platform

Disadvantages:

• Increasing amount of spams

• High maintenance

Justification:

• Raise brand awareness and promote positive word-of-mouth of DigiSpringUK

• Increases traffic to DigiSpringUK’s digital asset

Risks:

• Requires consistent content posting

• No control over domain
  

Increase the followers of DigiSpringUK’s LinkedIn profile from 0 to 550 from January 1st 2019 to April 1st 2019 .(Discard)

Advantages:

• Build DigiSpringUK’s online branding

• Increase exposure for digital asset

• Show endorsement of DigiSpringUK’s professional capability

• Open up more career opportunity

• Easier to get help & support

• Greater content engagement

Disadvantages:

• Spam

• Meaningless connection

Justification:

• LinkedIn has 30,000 limit on connection

Risks:

• Lose opportunity to build professional network
  

Increase the search of “DigiSpringUK” on Google from 0p/m to 50p/m from January 1st 2019 to April 1st 2019 (Discard)

Advantages:

• Direct traffic to site

• Better user experience and increase brand loyalty

Disadvantages:

• It takes time and have no control over Google algorithms

• May not direct to target audience

• Low volume on Google search due to new and specific search phrase

Justification:

• Facebook SEO has correlation in improving Google SEO

Risks:

• Missed out building brand credibility and awareness

Conversion

Increase the click-through rate (CTR) of DigiSpringUK’s content on Facebook from 0% to 0.5% from January 1st 2019 to April 1st 2019 (Chosen)

Advantages:

• Increases social engagement & build brand loyalty

• Improve website’s ranking on Google

Disadvantages:

• Online trolls

Justification:

• Increase exposure of digital asset and social engagement

Risks:

• High commitment to maintain engagement

• Difficult to sustain on competitive platform (Facebook)

Increase the number of professionals who made contact through DigiSpringUK’s LinkedIn profile from 0p/m to 70p/m from January 1st 2019 to April 1st 2019 (Discard)

Advantages:

• Establish network within the market

• Builds reputation

• Real conversation builds stronger connection with prospect

Disadvantages:

• May not be relevant location

• Does not link directly to digital asset, does not drive traffic

Justification:

• LinkedIn does not link to our digital asset

Risks:

• Miss out on professionals looking for digital marketing agencies

Increase the number of people visiting DigiSpringUK’s website from 0p/m to 100p/m from January 1st 2019 to April 1st 2019 (Discard)

Advantages:

• SEO delivers a continuous flow of free and targeted traffic

Disadvantages:

• Result takes a long time

• Indicate potential for business expansion

• STAT: people clicking off landing page soon after clicking on

Justification:

• Direct interaction with our digital asset

• Increasing traffic to the digital asset

Risks:

• People who click on the landing page do not necessarily stay on the website for long

Retention

Increase the number of people who share DigiSpringUK’s content on Facebook from 0p/m to 200p/m from January 1st 2019 to April 1st 2019 (Chosen)

Advantages:

• Good indication of content resonance

• It’s a indication of a quality fan

Disadvantages:

• Hard to avoid negative comments

Justification:

• Increase visibility of the digital asset

Risks:

• May not reach specific target audience
  

Increase the number of recommendation of DigiSpringUK on LinkedIn from 0p/m to 100p/m from January 1st 2019 to April 1st 2019 (Discarded)

Advantages:

• Testament of DigiSpringUK’s strengths

• Establishes brand in competitive market

• Build trust with current prospect

Disadvantages:

• Not digital asset’s main platform

• Recommendations’ credibility are questionable

Justification:

• Facebook can more likely build trust and lasting relationship with audience

Risks:

• Missed out career opportunity on LinkedIn

Increase the number of people who made contact from DigiSpringUK’s website contact feature from 0p/m to 100p/m from January 1st 2019 to April 1st 2019 (Discarded)

Advantages:

• Contacts gathering for future content

• Potential to lead to future prospects

Disadvantages:

• GDPR complication

Justification:

• Doesn’t lead to digital asset visibility; Facebook shared post has ripple effects

Risks:

• Miss out potential prospect
  

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Sophia Richmond: 16014958

Oliver Taylor: 16026205

Josh Johnson: 15063274

Gizem Kul: 15072538

Kong Shan Shan: 16058589

Total Word Count: 760