Digital marketing

The first paper is submitted in these instructions, you will see it. I am posting the instructions from the first paper and the revision instructions, and the notes from the first paper. Create a basic digital marketing strategy that responds to one of the below Requests for Proposal (RFPs). Your second midterm and final exam will be based on the RFP that you choose now, so be sure you choose an option that you’ll be happy to stick with across the whole semester. RFP Option 1: Company: Hi, we’re Golden Gate Games. We’re an online gaming company that focuses on mobile app games for young adults. Project: Marketing for the launch of a new mobile game, titled “Outliers & Outlaws.” We are particularly interested in leveraging SEO, SEM, and display advertising to reach the right audience. Goals: We want to make a big splash with this game in the mobile gaming industry, and we’re looking for the right digital marketer to help us get it off the ground! Timeline / Duration: We are aiming to launch the new game 6 months from now, and the campaign will last for 6 months after that. Once you have selected an RFP option, follow the steps outlined below to complete the assignment: Write an overview of your digital marketing strategy in 200–250 words. This should include approach, objectives, and tactics that will be employed to meet the client's needs. Draft a description of the target audience by creating a Customer Persona in 100–150 words. Provide a detailed analysis of the target audience, including demographics, psychographics, and online behavior. Explain how your strategy will cater to this specific audience. Briefly describe your plan to leverage SEO in a marketing campaign for this company, including any relevant notes on keywords and/or website structure, in 100–150 words. This could include keyword research, on-page optimization, quality content creation, off-page optimization, etc. Briefly describe your plan to leverage SEM in a marketing campaign for this company in 100–150 words. This could include blog posts, videos, infographics, etc. Explain how this content will engage the target audience and drive action. Briefly describe your plan to leverage display advertising in a marketing campaign for this company in 100–150 words. This should include objectives and should identify the focus platforms and formats. Compile steps 1–5 into a single document. Joshua Butler Digital Marketing Overview of “Outliers and Outlaws” To launch “Outliers and Outlaws” effectively our company will focus on a mix of maximizing visibility and engagement with an effective mix of SEO,SEM and display advertising to increase downloads and organic excitement for the game among young adults. Approach: Launch an omni-channel campaign strategy that centers on the game's features, storyline, and gameplay mechanics. We will create a clear and concise brand narrative to create a robust community and retain our target group. Objectives: Increase Downloads in the first month with aggressive brand awareness strategy. Highlight game features on social media to create a community around the game. Optimize conversion rate by using targeted advertising. Tactics: Conduct research to identify the most common words used by the target audience when searching for games. Implement on page and off page strategies including blogs, and backlinking to maximize organic search visibility. Launch targeted Pay Per Click ads across social media sites. Utilize audience segmentation so ads reach users most likely to download game. Create banner ads and video content for platforms most popular with target audience Use of A/B tests to maximize ROI. Retargeting users who have interacted with our ads, but have not yet downloaded Customer Persona: “ Gameboy Joe” Demographics: Age: 18-30 Gender: Male Location: City Occupation: College student/ Entry level professional Income: $30,000-$50,000 Psychographics: Interests: Strategy games, Engaging friends on social media, Being outdoors. Values: Family life, Excelling in school, Engaging in community, Creativity Lifestyle: Online socialization,playing strategy games. Finding a work life balance, being with family. Online Behavior: Enjoys gaming with friends with multiplayer features. Spends time on Youtube frequently to view tutorials. Social media engagement with friends of the same interests. To reach this target profile we will use a strategy of game community building merging the profiles lifestyle with compatibility to the game. We will partner with popular influencers across the demographics most popular websites. We will emphasize trending gaming topics and relatable themes to attract his searches. Blog posts and youtube tutorials will enhance value and targeted campaigns will ensure the game appears in online searches. Search engine optimization will begin with an in depth keyword research identification of most used relevant keywords of young adults searching for games. We will focus these keyword results into Meta descriptions, titles, headers. We will create blogs and video tutorials that incorporate the gameplay mechanics, character storylines, and gaming community engagement. This will ensure the increase in organic sharing of the game ,as well as increase the use of players sharing the game across social media platforms. We will also enhance searches by creating high quality backlinks with gaming influencers, and gaming forums. We will enhance the gamer experience by optimizing game speeds for the mobile user. Websearch performance reports and other analytic tools will be used regularly to refine this strategy as needed. Our search engine marketing campaign will use targeted pay per click across an omni-channel campaign. It will focus on the gameplay features, and unique storyline of the game. This site once clicked will take the user to an interactive landing page where they can view trailers, gameplay snippets and even an interactive demo. Retargeting will be utilized for users who visit, but do not download. This will increase the conversion rate of visitors to the page. Blog posts will be used to compliment our ads. This will provide a deeper explanation of the games community and characters. Newsletters will be encouraged for sign up, as well as beta access, and social media followers. This will create an online community around the game. Display advertising will center on brand awareness. This will create pre launch engagement across social media amongst our target audience. Focus will be on social media most popular with this demographic. Facebook, Instagram, Twitch,Reddit, and Youtube will all be utilized. Game features and graphics will be displayed in banner ads across these platforms. Video ads will be used on you tube highlighting gameplay trailers, gamer reviews, as well as gameplay tutorials. These ads showcasing the gameplay and graphics will create encouragement to sign up for early access. This will further enhance the hype in the online gaming community, contributing to more organic searches and discussion. We hope this plan is optimal and exciting for your company. Working together we can make a huge success of “Outliers and Outlaws” . We thank you for your time and consideration. We look forward to this opportunity to contribute to your products success. Great work, Joshua! You've put together a solid strategy and it aligns well with the goals of your launch. Objectives are clear, & the tactics you've outlined show that you have a good understanding of multi-channel campaigns. I specifically like how you focused on community building and dialed in on both SEO and SEM. Your customer persona was well thought out, and I could see how "Gameboy Joe" connects to your strategy. That said, I'd love a bit more detail on what motivates his decision in future exams. For example, mentioning behavioral traits like purchase triggers or more specific motivations for engaging with new games. Your SEO and SEM sections covered the essentials, but there’s room to sharpen the specifics, such as mentioning key metrics or platforms you’d focus on for optimization. Overall, this is a solid midterm, and you're definitely on the right track. A bit more depth in tying tactics directly to objectives and adding practical details would really elevate this to the next level. Great job so far, and I look forward to seeing how you continue to develop this strategy moving forward. Here's some specific notes of what I'd like to see between now and the final: Audience Persona: I recommend adding a few behavioral triggers here. For example, mentioning what prompts him to pick up a new game - maybe it’s seeing friends play, influencer lets plays, or community hype. This level of detail would help paint a more complete picture and hone in your strategy. Finally, include a bit more about his preferred digital spaces or communities. Identifying specific forums, influencers, or types of social content he’s likely to engage with will help you focus your strategy. SEO: You’ve got the basics down well, but try to push a bit deeper next time. Include specific keywords that align closely with your target audience’s search intent. Think about what "Gameboy Joe" might actually type into a search bar. Also, go beyond general keyword research by considering the structure of your on-page SEO; mention how titles, headers, and descriptions will be optimized and aligned to boost visibility. A clear strategy here can strengthen the narrative and make your SEO plan feel more concrete and actionable. SEM: You’re on the right track with pay-per-click and retargeting, and I like that you’re thinking about complementary blog content. Next time, give some thought to specific SEM platforms you’d choose, like Google Ads, TikTok Ads, and/or Meta Ads, and explain why those are best suited to reach your target audience. Also, get into the details on ad formats or the type of creative you’d use to maximize engagement - think interactive ads or shortform content that draw viewers in and guide them through to your landing page. A bit more here would add a lot. Display Advertising: You’ve chosen solid channels, just watch out about spreading yourself a bit too thin by trying to be everywhere at once - this can drain a budget too quickly. Next time, focus on specific ad formats within these platforms, like carousel ads on Instagram or video pre-rolls on Twitch, and explain how they would appeal to your audience. A quick mention of tracking methods (for example, A/B testing or click-through rates) would also strengthen your plan, showing that you’re not just thinking about awareness but also about measuring and optimizing performance throughout the campaign. Revise your overview of the digital marketing strategy that you submitted in Midterm 1 to (a) address the new asks in the updated RFP and (b) incorporate feedback you received on Midterm 1. The new overview should be 200–250 words. This should include approach, objectives, and tactics that will be employed to meet the client's needs. Update your description of the target audience & customer persona you submitted in Midterm 1 to incorporate feedback you received on Midterm 1. The new overview should be 100–150 words. Provide a detailed analysis of the target audience, including demographics, psychographics, and online behavior. Explain how your strategy will cater to this specific audience. Update your descriptions of SEO, SEM, and display advertising that you submitted in Midterm 1 to incorporate feedback you received on Midterm 1. The new overview of all three in total should be 200–250 words. What you include on SEO could include keyword research, on-page optimization, quality content creation, off-page optimization, etc.; what you include on SEM could include blog posts, videos, infographics, etc., and should explain how this content will engage the target audience and drive action; and what you include on display should include objectives and identify the focus platforms and formats. Briefly describe your social media strategy in the marketing campaign in 200–250 words. Your strategy should include what you plan to achieve, your target audience, and platforms you intend to leverage. Briefly describe your plan to leverage email marketing in 200–250 words. Your plan should include suggestions for targeting and segmentation, plus any tools or software you plan to leverage. Compile steps 1–5 into a single document.