The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Units 4 and 7. They have now asked you to develop a Digital Marketing Strategy based on this work.
Your Role
You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.)
Requirements
Building on your prior work this term, develop a digital marketing plan using the SOSTAC© model. Your plan must address each of the SOSTAC© elements, including:
1. Situational Analysis
Analyze the current situation in terms of customers, intermediaries, and competencies.Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence.
2. Objectives
Develop specific measurable objectives for a digital marketing strategy. Where do you want your company to be?
3. Strategy
Articulate short- (< 1 year), medium- (1 to 3 years), and long-term (> 3 years) digital marketing strategies. How do you achieve your objectives within these terms?
4. Tactics
Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel?
5. Actions
Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics.
6. Controls
Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics?
Deliverable Format
Requirements:
The digital marketing plan must be at least 8–10 pages in length, in addition to the title and reference pages.
B.
For this week’s discussion, you will respond based on the business you selected this term. In 3–4 paragraphs, analyze how you can measure the effectiveness of the social media and digital marketing approaches you have identified for the business. As you draft your discussion post, remember that adding support to your statements adds strength to your position. When you reference a source to support your ideas or opinions, you must cite that source following APA guidelines.
