QUESTION

Having a structured digital marketing plan is important as it can enable you to identify, assess and select

appropriate marketing opportunities and strategies for the SME. Assume the role of the digital marketing

specialist for the SME. The following tasks are assigned to you:

$1$ Digital marketing plan: You are required to prepare a detailed digital marketing plan for the SME

by focusing on the six key components of a digital marketing plan. Your analysis must be supported

by research about the market and consumers, trends and digital marketing in the specific industry.

In your discussion on the six key components, you need to:

$$ Highlight what the SME is currently doing as part of its digital marketing strategy $($based on the

case study$)$ and make specific practical recommendations on how the SME can expand on the

use of digital marketing channels and enhance its digital marketing strategy.

$$ Provide specific practical examples on how artificial intelligence $($AI$)$ can be integrated into the

SMEs digital marketing strategy.

$2$ Website: Specify why you think a website is a crucial element of a digital marketing strategy for the

SME. Then do the following:

$$ Suggest at least four ways on how the SME can incorporate compelling and relevant content on

its website with the aim of increasing user engagement. Provide a practical discussion related

to the SME to substantiate your answer.

$$ Brief the SME on at least four components that it should consider when designing the overall

look and feel of the website. You must make specific practical recommendations on how each

component can be used on the SME website.

$3$ SEO: Draw up a proposal for the SME to explain and motivate, with practical examples, how it can

use on$-$page and off$-$page techniques $($at least five$)$ to enhance the visibility of its website.