MBA 723.01 Digital Marketing HW 1

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Apr 3, 2024

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MBA 723.01 Digital Marketing Fall 2023 Homework Assignment I (Maximum Points: 20) Name(s): Answer the following questions. 1. Part I: Digital Marketing Foundation & Strategy (5 points) Business Model Research needs to include the following: 1.1. Can you think of a successful Online Business that can be built without any large investment? Some examples of such an idea are following: https://www.yourmechanic.com/ or https://www.nerdwallet.com/ or https:// www.nytimes.com/wirecutter/ or https://www.yelp.com/ or https://www.playyourcourt.com/.  Online social media influencer  Graphic designer (online services)  Online tutoring  Virtual assistant- I will be using this example for the below questions 1.2. Target market research needs to include the following: 1. Definition of the main target markets (not more than two) and its potential size, 2. Demographic and psychographic characteristics, 3. Persona 1 (e.g. a name, a short description, main goals and motivations related to the product/service, skill level and resources related to the product/service purchase and consumption). A. Work professionals with busy schedules in high demand. As a sole employee I think it would be reasonable to coordinate up to 4 individuals daily, weekly and monthly schedules. B. Not for profit organizations with a budget of less than $500,000 serving local needs 1.3. Long tail research: Discuss how the website can cater to a niche audience. Provide five potential long tail keywords associated with the website. 1 Only for the main segment needed.

- Scheduling - Data Entry - MS Office - Proofreading - Communication A personalized website can display to potential clients’ skills with communication, visualization, proofreading. Can discuss proficiencies within MS Office suite, scheduling and data entry . 2. Part II: Web Design & Development (5 points) Web and UX Design: As part of this section, one needs to develop a prototype wireframe (home page and product landing page , about us page and blog page using Figma) (20 points). Wire frame : The wireframe design needs to incorporate buttons, images, texts etc. that tie it to the target market segments, their needs and the value proposition of the website. Paste the wireframe below or attach the file. Wireframe needs to include design home page, an about us page, and a product page. Please see my file here https://www.figma.com/file/G0LWsb1V3xumyOgqbY4N15/Digital-Marketing-723-HW-1? type=design&node-id=0%3A1&mode=design&t=VlrWJwEw1oYLZMJ7-1 3. Part III: Search Engine Optimization & Content Marketing (5 points) Search Engine Optimization (SEO) Keyword research: Generate a keyword research report from Google AdWords keywords planner from the tools and settings menu at the top 2 . Map keywords with the structure of the site design discussed in the previous part. If possible, discuss the relevant meta description, keywords etc. 2 Alternatively, if you do not have a Google AdWords account, you can also email the instructor a set of keywords and he can send you the keyword planner report or do keyword research at sites like http://www.keywordspy.com/ , https://www.wordtracker.com/ etc.

4. Part IV: Paid Search, Display Advertising & Email Marketing (5 points) Refer to the Big Skinny case and the week 4 materials to answer the following questions. 4.1. Search ad: Which keywords should Big Skinny bid for (refer to Exhibit 4)? What other new keywords should it buy? Why? How would the search ads look like? Prepare two search ads using the tool given in the link: http://andrew.marketing/ad-preview-tool/#/copy-1 .  Big skinny should bid for thin wallet and “Big Skinny” because of the high number of clicks, the conversation rate and the mid level cost per conversion

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4.2. Display ad : Use Figma.com to create an ad copy for the medium that you choose and explain its target market and why it is likely to help the brand?  I chose to create an ad copy for Big Skinny for Facebook. I think this would target the right target market of consumers looking for a lightweight slim wallet. This medium would also be easy to use customer tutorials which is an impactful strategy for the company.  https://www.figma.com/file/1vD9asyQOZXjrKmTX0gZPl/Big-Skinny- Facebook-ad?type=design&node- id=0%3A1&mode=design&t=YQ0IyATLA3v1NwQE-1

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