Paper instructions:
Your report should include the following sections:
1. The industry sector
Use the NAICS code as your starting point, then add a more specific category of your own to make it meaningful. For example:
44-45 Retail trade / 448 Clothing and clothing accessories stores / 4481 Clothing stores / 44812 Women’s clothing stores / Active wear
2. Target market and market research
This section will include:
a) a description of your target market (s). You will need to include information about demographics and psychographics in this section.
b) the results of your market research into your target market:
? the online behaviour of your target market
? trends that might affect your product / service line and/or your target market
? what firms / organization in your industry sector are doing in terms of online marketing strategy and tactics
This section should aim to paint a picture of who your customers are, what they like, what they do online, how often they are online, what technology they use, etc etc. You will use this research to underpin and justify your choices of online marketing tools.
Cite the relevant research to back up your recommendations and include in-text references and a bibliography. (Citations are used in business reports so that your clients can see that you are not just making this stuff up!)
3. Explanation and justification for your choice of marketing campaign elements
Once you have completed your market research you must recommend the most useful tools and techniques that should be used in an online marketing campaign for a firm in your industry. You MUST include AT LEAST SIX of the following elements and be able to justify your choices in terms of the online behavior of your target market.
• A “general” social networking site or sites such as Facebook™ , Google+™etc (specify which one you have chosen)
• Search engine optimization
• Search advertising (PPC)
• email marketing
• Interactive display advertising
• Blogging
• Microblogging (eg. twitter)
• Podcasting / vodcasting
• A niche social networking site such as Pintrest, Tumblr, Goodreads etc (specify which one you have chosen)
• a campaign element specifically for mobile devices (give a general idea of what you have in mind)
Briefly explain the main marketing uses and opportunities for the different tools and techniques you have selected: what to expect, what works well, what may not work so well but is worth a try.
Explain and justify (using relevant research as your evidence) exactly why you have chosen to recommend these tools and techniques, and how you feel they will be a good fit with “where your target market is” (cross reference your research in the previous section to do this).