Development should adhere to the marketing plan for an established business. The campaign should include

• formulating an overview of the business
• determining the digital marketing budget
• researching and defining the market
• implementing communication strategies
• applying digital marketing strategies
• defining benchmarks for evaluation
• presenting the digital marketing campaign.

Process/Skill Questions:

• What research is essential in the development of a digital marketing campaign? Why?
• What must be added to the traditional marketing plan to make it relevant for a digital marketing campaign?
• What key information from the business plan should be included in the marketing campaign overview?
• How would you analyze competitor strategies to inform the digital campaign?
• Which KPIs would you choose to measure the success of your campaign?

Teacher Resource: DECA – Integrated Marketing Campaign