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Essay Available:
Pages:
11 pages/≈3025 words
Sources:
Check Instructions
Style:
Harvard
Subject:
Business & Marketing
Type:
Case Study
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 53.46
Topic:

Digital Marketing: The Case of Barclays

Case Study Instructions:

ASSIGNMENT QUESTION

Create a six-month digital marketing strategy and two pieces of sample online content for a product or service of your choice.

•Choose an existing SME or PLC in the services sector.

•Select a service that they offer and set a marketing objective that you want to achieve.

•Develop a plan for achieving that objective along with supporting content.

The content may include text, images, or video.

Your work should use the theory and principles learnt while studying on the module. It should explain how you will ensure that this content will reach your intended online audience and in turn drive traffic to a website to generate measurable interaction.

You can assume that there is a budget of £5000 to cover advertising costs for any campaign, your strategy should include activity that can realistically be achieved within that budget.

You are not expected to detail all your advertising costs or provide a detailed costings spreadsheet.

The report should include:

•An audience persona bringing the audience to life and showing their journey.

•2 pieces of example content–1 of which should be a webpage design or wireframe.

•A content plan showing how the strategy will be delivered across the period ASSESSMENT CRITERIA

•Demonstration of the requisite knowledge and understanding of the discipline of digital marketing theory and its practical and ethical application to real world scenarios to enter a management level digital marketing role.

•Demonstration of an ability to manage learning resources, provide clear structure and accurate expression, as well as originality and imagination within the digital marketing field.

Your strategy should be submitted as a report featuring:

1.Introduction (5 marks)

2.Analysis and Objectives (15 marks)

3.Target Audience (20 marks)

4.Channel Selection and content plan (15 marks)

5.Sample Creative Content (20 marks)

6.Measurement and Data (20 marks)

7.Conclusion (5 marks)

POINTS TO CONSIDER

Your work should demonstrate critical application of academic theories and models as well as industry best practice. This should be evident in the work that you produce and should be discussed explicitly, utilising appropriate references, in each section of the report

Case Study Sample Content Preview:

DIGITAL MARKETING– THE CASE OF BARCLAYS
By (Name)
Course
Professor
Institution
City and Location
Date
Introduction
The internet era has usurped people and businesses’ normal interactions. Noteworthy, it has streamlined processes and created businesses opportunities. United Kingdom (UK) is among the countries that lead internet penetration rates at 62.87 million monthly users in 2021 (Johnson, 2021, n.p.). This highest internet penetration rate creates an opportunity for businesses to network with potential customers. Effective exploitation of internet users is a big win to companies in terms of marketing, sales, and guaranteeing business continuity. Perhaps this is why digital marketing is the most sought-after profession in the UK and the world. Digital marketing applies to both established and upcoming companies. This report is focused on illustrating the significance of digital marketing in leveraging companies’ competitive edge in dynamic business markets by concentrating on Barclays bank. Barclays offers financial services, including savings accounts, general insurance, and current accounts in its basic form. It has different market segments, and therefore to ensure that the digital marketing strategy achieves its intention, it would be essential to focus on one of the segments– particularly student customers. The report includes target audience, channel selection and content plan, sample creative content, and measurement and data.
Analysis and Objectives
-669925345440Business Overview
Barclays is a multinational bank serving more than 56 markets (Craft. Co. 2021). It offers retail banking services to individuals and businesses. Its services are diverse, with the main ones including savings account, general insurance, and current accounts. With the dynamics witnessed in the banking industry, Barclays is also keen on being a key player in business banking services. Most importantly, it is eyeing millennials and young people to be its regular customers. It has different customers representing distinct markets. However, it has been facing stiff competition from personal banking services. Customers have diverse demands. Some customers seek bank services to help them secure credit to expand their businesses or further education. In light of this reality, Barclays has been focused on tapping on the young generation market and, most precisely, students to compete favorably with its competitors.
Competitive Position
The banking industry is transforming, shifting from having a physical presence to having an online presence. The greater competition that banking companies experience relates to payment and advisory services (OECD. 2020, pg. 7). Barclays, too, has found itself in this puzzle. Its main competitors are Banco Santander, Metro Bank, Citibank, and NatWest Group (Craft.Co., 2021, n.p.). To leverage competitively in this dynamic business market, Barclays has to be unique. In particular, the focus shifts on approaches that best win more customers, which translates to an increase in sales and profits. This assertion coincides with organizational economics theory that contends a competitive edge is achievable by a firm implementing a transparent corporate strategy and creatin...
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