Checkpoint Assignment: Digital Marketing Research Paper Instructions

The following represents the outline in which you must follow for the Checkpoint assignment, which is due during our second week of class together.

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You will select a Brand (any brand), and adhere to the following outline for your Digital Brand Audit Your digital brand audit will contain 17-20 typewritten pages where the times new roman font will be utilized in a double spaced 1 inch margin on all sides of each page. Additionally, the APA style of referencing must be followed. The research paper is worth 100 points as well as 30% of your total grade.

The Brands History

Date Founded

  1. Type of Business

Type of Ownership

  1. The Brands Elements
  2. Logo (if they have one) or Symbol
  3. Style
  4. Design

Jingle (if they have one)

  1. Brand Image
  2. Key Aspects of Digital Marketing (of your brand; a-n)
  3. Marketing and Communications
  4. Advertising
  5. Television Ads

Newspaper Ads

  • Radio Advertising


  1. The company’s website is a vital part of the digital marketing mix, and if designed correctly, can make all your marketing efforts more effective. It is crucial to build a website strategy that aligns with the brand platformLinks to an external site. of your company. Everything is done with purpose towards a specific goal, making it easy to communicate your value. In today’s online landscape, a company’s website must:

Be responsive and mobile friendly 

Communicate your company’s values up front

  1. Use relevant and up-to-date content

Have product-specific landing pages that can generate leads

Integrate with customer relationship management and marketing automation tools

Email A solid digital marketing strategy requires a strong email strategy. Email marketing is one of the most effective ways to educate large audiences about your product or service.

  1.    A successful email marketing strategy will:
  2. Drive traffic to specific points

Educate and inform prospective buyers with new content

  • Help you stay top of mind

Build credibility

Establish thought leadership

If you want to generate leads, convert leads, and develop a relationship with your customers, you must use email marketing effective


  1. Today’s consumers are empowered to seek out high-quality digital resources and experiences that lead to better, independent decision-making. Without good content, there’s no reason to visit a company’s website, read their tweets, open their emails, or care about anything they say. Most importantly, there’s no reason to interact with a company or build a relationship with them. Your company can capture the attention of a potential buyer who wants to know more, but unless your website provides the right conte\ , you won’t be able to convert them. Today’s buyers want companies to facilitate the buying process by providing the right information needed to make a decision without any effort on their part.

A good content strategy involves the following:

Create content that represents your brand’s values and vision

Share relevant content across all social media channels to present your company to a wider audience

Be original and offer a variety of content types

  • Utilize your current and past successes to compile presentable case studies on your website. This type of content presents your company’s credibility and impact on the industry to all website visitors

Ensure that all your content messaging is aligned with the overall brand platform

  • Use the right content for your target audience
  • Search Engine Optimization (SEO):
  • An essential part of your digital marketing strategy, is to search for keywords and phrases that individuals might use to find your company (or it’s products/services). If your company does not appear in the search results, you should invest in SEO measures and online advertising to start increasing your brand exposure. These keywords are the gateway to reaching your potential customers from all around the world.


  • The most effective form of word of mouth is happening online. Now with social media, consumers utilize these channels to express their opinions, learn about new products, and engage with brands and key influencers. As a progressive retail company, you must ensure that you are also active on these channels and use social listening tools to be aware of what consumers are talking about in order to address their needs directly and keep track of your brand image. In addition, your social media presence can be targeted towards building relationships with key industry influencers in order to reach a wider audience and generate leads. Overall, “54% of B2B marketers said they have generated leads from social media” (
  • Paid Ads:

A digital marketing strategy is incomplete without the investment in paid ads. In today’s competitive landscape, visibility is key. You cannot expect customers to flock to your website as soon as your product is released. Organic search is very valuable but paid advertisements, such as google ad words is crucial in gaining exposure in search results.

Here are 5 reasons why a company should invest in paid ads:

You can choose to pay only when the interested individual clicks on the ad

You can control your spending budget

  • You can reach targeted consumers through the right channels
  • Success results are immediate
  • It can be used as an SEO testing tool
  • Lead Management:
  • The overall objective of all your digital marketing efforts is to generate leads. It is your responsibility to be able to effectively manage these leads, nurture them with the appropriate content, and eventually turn them into customers. “79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance” ( Does your company have a lead nurturing strategy in place? Are they sending marketing qualified leads to your sales teams?

Marketing Automation:

“80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase ( Generating leads has no value if your company is not following up on them and nurturing them properly. One of the key advantages of utilizing a marketing automation system is the fact that it is customizable based on your various targets, sales cycles, promotions, or any other strategic plan. This process makes it much easier to monitor leads as they move through the sales cycle. Therefore, you can maximize the potential of every active.


Integrating webinars in your digital marketing strategy is key to positioning your company as a thought leader in your industry. Especially in the ever-changing medical device market, it is crucial to continually educate consumers and individuals in the industry to build trust, increase web traffic and brand awareness, and generate leads. Webinars can also be repurposed for multiple campaigns.


By implementing videos in your digital marketing strategy, you create engaging content that consumers can easily view and share. Based on recent research, “64% of website visitors are more likely to buy a product after watching a video”(  Therefore, every company should take advantage of this video marketing trend and create original video campaigns that present the company’s values, product features, and the lucrative benefits to the consumer lead that enters that cycle.


One of the most valuable elements of having a digital marketing strategy is the fact that you can continually monitor the outcomes and be able to optimize your strategy with each campaign iteration. There are several analytics tools that will assist you in tracking the progress of your marketing efforts in order to be able to analyze and adapt over time. This availability of data is key to maximizing your return on investment.

Sales Tools:

  • Every company, requires an active sales forceHowever, this sales force is ineffective without the right set of sales tools. Your salespeople are your army and you must be able to provide them with the proper ammunition in order to increase your chances of winning in this competitive landscape. As part of your digital marketing strategy, it is essential to invest in a robust set of sales tools, such as brochures, sales presentations, mobile sales app, and a sales deck, in order to empower your sales force and increase the success rate of your campaigns.
  • We are now living in the digital age. Traditional marketing alone won’t result in the profits you’re looking for. Marketing in digital channels is a requirement. There is no way around it. Just like you devoted a lot of your time and energy into developing your product, it is essential to invest in a comprehensive digital strategy to introduce your product to your targeted markets and continually manage your brand presence. Ensure that you measure your actions so you understand your digital footprint and whether you are maximizing the potential of your marketing campaign. When done effectively, this can set you apart from your competitors and lead to sustainable success for your company.
  • In conclusion:
  • Strategic Recommendations for an improved Digital/ E-marketing Strategy for your brand
  • Tactical Recommendations (this would be in your own words, based on your research of this brand, what are your recommendations for long-term success in the digital world in which business is conducted {marketing} today)

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