Digital Marketing Project

Section 1: Company Situation Analysis

Digital Marketing Project Goal

The purpose of this project is to help you learn more about digital marketing and how to do it by
engaging in an in-depth analysis of a company whose current digital marketing is weak.

Your end deliverable for this section will be a report that includes an analysis of your company’s
marketing strategy and digital marketing efforts. Follow the same structure detailed below. That
is, three main topics (Company Description, Current Marketing Strategy, Digital Marketing) with
their accompanying subtopics. Submit on Canvas in the Assignment “DMP Section 1”.

Section 1 Goal

The purpose of this section is to investigate the company you’ve chosen in order to discover
who they are, what they are doing with respect to marketing in general, and what they are
doing with respect to digital marketing specifically.

Company Choice

As a reminder, you should select a company that is struggling with their digital marketing.
Evidence of this can take the form of a poorly designed website, no advertising, a low number of
Facebook likes, etc… Local companies usually struggle more than national brands, but the
company doesn’t have to be local. Usually, the larger a company or the older a company, the
better their marketing tends to be and thus the better their digital marketing is as well, but
there are many exceptions.

Expected Contents/Deliverables for Section 1

1. Company Description (no more than 500 words):

a. Briefly describe the company including their key products/services and the industry
in which they operate. Also discuss which target market the website appears to be
targeting and the conversion goals the website appears to have.
b. Include four screenshots of their website or other online sites (e.g., Facebook)
depending on what is most relevant. These screenshots can simply be one screen
per page (i.e., just above the fold). One screenshot should be of the home page, one
screen shot should be of their primary social media site (this could be Facebook,
Pinterest, YouTube, Instagram, or other) if they are on social media. The other shots
should be of those pages that you believe are most relevant. These might include
key category, product, or landing pages.
2. Current marketing strategy (no more than 1,000 words): Discuss key elements and relevant
issues related to each of the following:
a. Target market(s)
b. Positioning and Branding (brand name, logo, and key benefits promised)
c. Marketing Mix
i. Key Products or Services
ii. Pricing
iii. Place
iv. Promotion
d. Customer Management
i. Loyalty programs, customer acquisition, and retention efforts
3. Digital Marketing (no more than 1,000 words): be sure to highlight areas where the
company is executing particularly well.
a. Website (structure, apparent goals, key pages)
b. How does the company’s website compare to key competitors’ websites?
a. Analytics
c. Find out what analytics software the website is using, if any, and list them. You
can use a free browser plugin from Ghostery
(https://www.ghostery.com/products/) to learn this.

Section 1 Evaluation

This assignment is worth 40 points.

Part I: Company Description with screenshots 10 pts

Part II: Marketing Strategy 20 pts
Part III: Digital Marketing 10 pts
Total points 40 pts

Questions to Consider While Analyzing Your Company

You don’t have to answer these questions. They are simply provided to help guide your thinking.

About the company

1. What is the company name and web address?
2. What does the company do? What are the keys products and/or services offered?
3. How long have they been in business?
4. How much revenue does the company make during the year? (Look at the company’s
financial reports if available)
Marketing Strategy
1. Who is the target market? (demographics, personality, buyer behavior, whether they are
consumers or businesses, etc.)
2. How is the company trying to position itself? What do they offer their customers that their
competition does not? (this is a critical question; don’t skip it or treat it lightly) What does
the company’s brand promise stand for? What words are associated with their brand
image?
3. Who are the company’s key competitors? How are they different in their target market and
positioning?
4. The Marketing Mix: What are the important elements in their product, price, place, and
promotion strategies?
5. What do they do to manage their customer relationships?

Digital Marketing
1. What appears to be the goals of the company’s website and digital marketing efforts? (e.g.,
build awareness, improve engagement on the site, lead generation, grow the email list, etc.)
What kind of structure does the website have? What appear to be their most important web
pages?
2. What are some KPIs that you think might be important? (KPIs are Key Performance
Indicators, which are metrics that directly measure the progress toward a key website goal.)