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GWI Online Marketing Concept - A Draft

GWI Online Marketing Concept - A Draft

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Published by Jan Schmiedgen
I am not very proud of it, as it is more a general and shallow academic exercise that tries to meet the very constrictive corset of course requirements, but as it describes key parts of GWI it's still worth to be shared.
I am not very proud of it, as it is more a general and shallow academic exercise that tries to meet the very constrictive corset of course requirements, but as it describes key parts of GWI it's still worth to be shared.

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Published by: Jan Schmiedgen on Dec 06, 2010
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02/01/2013

 
 
Manchester, December 6, 2010
 
Unit 5G4140 – Strategic Planning for Digital Marketing Communication
»Digital Marketing « Planfor GlobalWasteIdeas.org
 Building up a waste ideas community.
Jan Schmiedgen
Student ID 10980834 (
rd 
Semester) 
 
Saved at: DATEN:Dropbox:S_Shared Projects:G_GlobalWasteIdeas:F_Final Concept Documents:GWI-OnlineMarketing-Concept.doc
 
Unit 5G4140 – Strategic Planning for Digital Marketing Communication- 2 -
LIST OF ABBREVIATIONS
SEM Search Engine MarketingSEO Search Engine OptimisationSROI Social Return on InvestmentPPC Pay per Click ROI Return on InvestmentTG Target GroupUAS, UAN Unique Activity System, Unique Activity Network WOM Word of Mouth
Declaration of Authorship
I certify that the work presented here is, to the best of my knowledge and belief, originaland the result of my own investigations, except as acknowledged, and has not been submit-ted, either in part or whole, at this or any other University.
Jan Schmiedgen, December 6, 2010 
 
Unit 5G4140 – Strategic Planning for Digital Marketing Communication- 3 -
Table of Contents
1
!
Challenges and Objectives...................................................5
!
1.1
!
Challenges.................................................................................................5
!
1.2
!
Limitations and Technical Requirements....................................................8
!
1.3
!
Communication Objectives........................................................................9
!
2
!
Techniques and Requirements............................................10
!
2.1
!
Critique...................................................................................................10
!
2.2
!
Critiqual Success Factors and Key Performance Indicators........................12
!
2.3
!
The ROI-Question...................................................................................13
!
3
!
Communications Planning.................................................14
!
3.1
!
Channel Strategy (Proposal).....................................................................14
!
3.2
!
Offline Integration....................................................................................18
!
3.3
!
Media Planning.......................................................................................19
!
4
!
References.........................................................................20
!
5
!
Appendix..........................................................................25
!
5.1
!
Some Screenflow Sketches........................................................................25
!
5.2
!
GWI – Goals and Objectives....................................................................26
!
5.3
!
Platform Classification and Competition – An Attempt.............................27
!
5.4
!
Market Definition A Try........................................................................29
!
5.5
!
Key Stakeholders.....................................................................................31
!
5.6
!
Community Lifecycle...............................................................................33
!
5.7
!
The Steps of an SROI-Analysis.................................................................33
!
5.8
!
The Waste Life Cycle...............................................................................34
!
5.9
!
Some Case Studies...................................................................................35
!
5.9.1
!
Skeleton Sea......................................................................................................35
!
5.9.2
!
Biomer Plastics Reprocessing (BPR)...................................................................37
!
5.9.3
!
Fertiloo & Peepoople.........................................................................................39
!
5.9.4
!
Ciudad Saludable – Healthy City........................................................................41
!
 

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