1. Digital Marketing Essentials
CAM Diploma in Digital Marketing
Assignment Briefing
December 2012 & March 2013 Papers

2. Introduction to the Assignment
3 tasks
Tasks within the context of your organisation (or one familiar with) and a current product or service that they sell
Report and presentation format.
Three areas of assessment:
Campaign tools
Using campaign tools
Monitoring and measurement

3. Organisation Overview
2 slides of A4
Allows CIM examiner to see the context of your assignment
No marks awarded - but should still be coherent and well written.
Should succinctly describe:
Who the organisation is, organisation type, size and a brief history
What product/services are offered, key customer groups and markets operated in and key competitors
Online offering and presence
Any additional details about chosen product or service you wish to include

4. Task One
1,200 words (+/- 10%)
Application to the chosen organisation is key
Context: your organisation is investigating opportunities for using a digital marketing campaign tools to build new and existing business.
You are required to select ONE product or service in order to answer this task and relate your answers to your chosen product/service.
Focus is looking at campaign tools for acquisition, conversion and retention

5. Task One Element one Element two
Explain the importance of acquisition, conversion and retention tools in digital campaigns
What is meant by acquisition, conversion and retention tools?
Why are these tools important to your organisation? How can they assist in digital campaigns?
Element two
Identifies and evaluates different types of digital marketing campaigns tools that can be used for acquisition, conversion and retention
What different tools are available? What are your competitors using successfully (or not)?
Should consider a minimum of two tools for each part of customer lifecycle
Evaluate the tools (benefits and limitations relative to chosen product/service)
Table format with accompanying commentary could be useful here.

6. Task One Element three, four and five
Recommend ONE tool for acquisition/conversion/retention for your selected product or service
Based on previous section, choose one tool that your product or service could use in acquiring customers, converting customers and retaining customers
Must justify your decision – why is this tool suitable in the context of your chosen product/service and organisation?
When looking at conversion tool recommendations you should consider how conversions can be optimised as part of you justification.

7. Task Two 1,200 (+/- 10%) word report AND 400 word press release
N.B ‘relevant introduction’ relates to any introduction into the report provided – this can be excluded from the word count, but you must state this in your final submission .
Based on chosen product or service from task one
Requires you to consider demand for product or service as well as how to use online PR and social channels.
Requires the creation of an online press release

8. Task Two
Element one:
Identify customer and marketing insights on the potential online demand for your product or service
Requires research into both demand from customers and the market overall and presenting these within the report
See guidance notes for tools that can be used here (screen shots can also be used).
Element two
Select and justify THREE social media channels, and explain how they can be used to increase brand awareness
Find three suitable social media channels for your chosen product/service
Why have you selected these social media channels for your product/service in particular? Why are they suitable?
How can they then increase brand awareness of the chosen product/service?

9. Task Two Element three Element four
Evaluate a range of alternative methods available for building up an online community and recommend THREE methods that could be used for your products/services.
Consider how to get users to your social media channels and how an online community will then be built
Firstly should consider a range of ‘alternative’ methods that could be used and evaluate these (benefits and limitations) – a table could be used here.
Recommend (justify) three methods that could be used for your product/service
Element four
Explain how you would manage communication to your online community using online available tools
Depends on your recommendations previous, but a wide range of tools available such as Hootsuite, Tweetdeck, Spreadfast and CoTweet,

10. Task Two
Element five
Explain digital techniques and/or channels you could use to get maximum exposure for online press release
Look back to session 5 (PR and Viral Marketing)
Should consider a wide range of techniques and channels such as PR sites (PR.com, PR Web, Business Wire) as well as blogs and social media
Remember this is an online press release, so ensure you take advantage of that (i.e. including a URL!)
Why are these approaches useful? How will they assist in gaining maximum exposure for your online press release?

11. Task Two The online press release (400 words)
Should be based on the chosen product/service
Bear in mind when writing your press release:
The purpose (broadcast information, increase business, update target audience)
The target audience
What the press release should contain (what does the target audience need to know about the product/service, what they might like to know)
What you want the target audience to remember from the press release
whether any follow-up action is required from the audience and make this clear if so
It should be written in the right style and tone that suit the organisation
Download the guide from OCOM and see examples posted

12. Task Three Presentation format – slides and speaker notes
Required to select ONE viral digital campaign
1,200 words for speaker notes and maximum of 12 slides (excludes front page and bibliography)
One slide should focus on describing chosen viral campaign
Element one:
Explains how the results of the selected campaign can be monitored and measured
How could the organisation measure the results of the campaign selected? (N.B you are not expected to research how it was measured)
Will depend on the campaign and its objectives, but could include views, likes, s sent, re-pins, RT’s, website traffic generated etc.

13. Task Three Element two:
Explain how the target audience was identified and selected?
Who is the target audience for the viral campaign? How was the viral campaign set up so to identify the audience?
How were the ‘seeds’ identified and selected?
Element three:
Suggest a viral concept that could be used by your organisation
Look at session slides
Consider key areas: the audience, viral agent, seeding and tracking
The chosen concept will depend on your organisation and the chosen product or service – could be a video, infographic, game etc.
Remember to justify your decisions!

14. Task Three Element four Element five
Evaluate the return on your marketing investment using TWO monitoring tools
How can the organisation see whether the viral concept was a success?
Evaluate two tools that would enable the organisation to see the return on marketing investment from the viral concept outlined
Consider the benefits and limitations of each monitoring tool and how it can assist in deciphering the ROMI
Element five
Identifies TWO ways in which the viral campaign can be linked to social media platforms
How can the viral concept outlined be linked to social media platforms?
How can social media be used to spread the ‘virus’? (RT-ing, re-pinning, share/like etc).

15. Presentation 10 format and presentation marks awarded over 3 tasks
Marks awarded for:
Relevance to the tasks
Concepts and frameworks
Professional tone and required format
Harvard Referencing
See example assignments on Oxcom Learning

16. Questions?
Contact your assignment tutor
Contact the support team