Objectives:

Establish an analytic framework to evaluate performance of a digital marketing campaign
Identify important digital marketing metrics and establish KPIs for a successful campaign
Develop a campaign budget
Plan and coordinate marketing initiatives across a spectrum of marketing channels

Instructions: Sections 9-12

This week, you will develop Part 3 of your Digital Marketing Strategy. The goal of this assignment is to demonstrate your understanding of campaign integration, finances, and measurement.

For this assignment, you will submit a 3-4 page APA paper that includes your integrated marketing strategy, marketing budgets, KPIs and analytics.

Section 9: Integrated Marketing Strategy

Describe how you will use integrated marketing communications to optimize and send a consistent message to your target audience. How will you integrate messages and media to develop a holistic marketing approach? How will you time the messages so they operate to support each other and reach potential customers?

Section 10: Campaign Budget

Using the Marketing and Advertising Year 1 Expense from your Proforma Statement in Entertainment Business Finance (last month’s class,) conduct research and determine a realistic year-long marketing budget for your campaign. Typically, a business will not spend more than 20% of their sales on marketing and advertising. Develop a table or pie chart that includes the total annual cost and individual costs associated with each marketing channel (both digital and traditional,) labor expenses, and other direct expenses. Be sure to also include some funds to cover networking expenses like association dues, networking event fees, etc.

Remember, this budget will be part of your overall start-up costs and expenses for your updated Business Plan in Final Project.

Section 11: KPIs

Provide the best metric, or key performance indicator, that will be most useful in determining EACH marketing channel’s activities are successfully helping you accomplish your objective. Be sure to identify the following for EACH marketing channel:

Objective
Goal
KPI
Target

Section 12: Analytics

Describe your measurement plan and provide specific details of how you will measure and assess the campaign’s success. What tools will you use to measure your KPIs and what objectives need to be achieved?

Research Requirement

Cite the research using APA in-text citations. Add the full APA reference to the references list at the end of the document, on the References page. Do not include the full APA reference inside the body of the document.