Digital Marketing Project

1. Customer Journey
Based Marketing
Plan

Option 1:
Digital Marketing Nanodegree Program
Create a Customer Journey Based Marketing Plan with the goal of
signing up new customers to the DMND Program in one quarter.
Budget: $50,000
Profit: For the purpose of this assignment, the cost of the
Nanodegree is $999, assume a profit margin of 30%, meaning that
Udacity makes $299 in profit per student that signs up.
Campaigns: We want to aggressively grow the program, but, we
want to do it without losing money.

Marketing Objective and
KPI:
Udacity DMND
Marketing Objective:
To generate 180 enrollements for DMND in the third
quarter (Q3) of 2020 with $50,000 budget.
KPI: Key performance indicator will be the conversions
i.e. enrollements to the DMND.

Target Persona
Background and
Demographics
Target Persona
Name
Needs
Female, 37
Married
2 Kids
Has an MBA in
marketing (Class of
2004)
Recently
unemployed
Husband is a
financial
technologies senior
executive
Reem Faraz
Re-equip herself with
latest trends
Gain insight into the
Digital Marketing
landscape
Reinvent or redirect
her career.
Hobbies Goals Barriers
Reading
Blog writing
Organic living
Redirecting her
career to incorporate
digital marketing
opportunities.
Flourish her blog
from a hobby to side
hustle.
Too many online
MOOCs to choose
from
Apprehensive about
committing time to the
wrong MOOC
Value for money

Phases of the Customer
Journey

When+How+Where = Marketing Tactics
Customer
Journey
Awareness Intent Desire Action Post Action
Message
A 360* approach of
the Digital Marketing
Landscape. The Nano
Degree gives real world
experience running live
campaigns on Digital
marketing platforms.
Free download of a
Digital marketing e-
book to get acquainted
with the industry.
DMND
offers the
opportunity
to master
platform
specific
skills from
industry
experts.
Learn and
apply new
techniques,
analyze and
produce
insights to
build your
digital
marketing
portfolio by
running live
campaigns on
major
marketing
platforms.
• Learn
full
range of
digital
marketin
g
specialti
es, and
build a
broad
foundati
on of
digital
marketin
g
expertis
e.
• Avail
discount
s.
Congratulations
on completing
your DMND.
Other Courses
you might be
interested in;
Marketing
Analytics,
Business
Analytics, UX
Designer,
Product
Manager
Channel
• Content marketing
through blogs with
DMND landing
page links
• Social Media Ads
using Facebook,
Instagram, and
Linkedin and
display ads on
google.
• Adwords campign
for keyword
searches.
• Video
Blogs
with
links to
DMND
landing
page.
• Social
Media
Marketi
ng.
• Display
advertis
ement
to target
persona
.
• SEO
through
Paid Blogs
• SEM
through
AdWords
campaigns
to highlight
the free
course.
• Social
media
marketing
through
Facebook
and
LinkedIn
• Email
marketing
with leads
generated
throughou
t the
customer
journey.
• AdWords
campaign
• Social
media
marketing
• Email
marketing
for related
courses
• Social Media
marketing
for related
courses.
• Invitations to
write reviews
through
blogs or
Linked in
profiles

Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $3,500 $1.25
2,800
0.05% 1
AdWords
Search
$2,000 $1.40
1,429
0.05%
1
Display $1,000 $5.00
200
0.05%
0
Video $1,500 $3.50
429
0.05%
0
Total
Spend
$8,000
Total #
Visitors 4,857
Number of
new
Students
2

Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $9,000 $0.50
18,000
0.1% 18
AdWords
Search
$1,000 $1.50
667
0.1%
1
Display $1,000 $3.00
333
0.1%
0
Video $1,000 $2.75
364
0.1%
0
Total
Spend
$12,000
Total #
Visitors 19,364
Number of
new
Students
19

Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $16,000 $0.30
53,333
0.3% 160
AdWords
Search
$11,000
$1.50
7,333
0.3%
22
Display $1,500 $3.00
500
0.3%
2
Video $1,500 $2.75
545
0.3%
2
Total
Spend
$30,000
Total #
Visitors 61,712
Number of
new
Students
185

ROI: Budget Allocation for Media
Phase
Total
Spend
Total
Number
of Site
Visits
Total
Number
of Sales
Profit
Per Sale
Total
Profit
ROI
Aware-
ness
$8,000
4,857 2
$299 $598 ($7,402)
Interest $12,000
19,364
19 $299 $5,681 ($6,319)
Desire $30,000
61,712 185
$299 $55,315 $25,315
Total $50,000
85,933
206 299
$61,594 $11,594

Additional Channels or
Recommendations:
For the ‘Desire’ stage of the consumer journey, we could make
use of the following marketing channels as well;
• Email Marketing: At this stage leads start to come in so the
email marketing channel can be pushed for conversions.
• Paid Blogs: Some of the marketing budget can be directed
towards Blogs to generate back links.
• Linked In Promotions can also be useful as the target
persona is more active on Linked In.

Blog Blurb with an image
A woman’s professional jounery through uncharterred
waters of motherhood.

My Blog Post
(word count 499)
The Way We Change: A Journey of Motherhood
and Evolving Professional Life
Once upon a time there was a young business
graduate girl. She was enthusiastic about changing
the world for the better. She decided to join United
Nations and contribute to helping the less
privileged.
Every day for the next 5 years, she worked with all
her heart and mind to fight food insecurity, capacity
building, and education programs. Her whole focus
was to make a difference in the children’s lives and
a better future for them.
Then one day she met a young man who stole her
heart. They were the ideal young, dynamic urban
working couple who worked hard during the
weekdays and spent leisure weekends.
.

Time passed and they found out to their immense joy that they were
expecting their first child. Everything was as per plan. They had their
maternity leaves planned and post maternity figured out. But all of a
sudden things went haywire and the baby was born premature with
an under developed gut. He was all they had wishes for and more.
However, since he was premature, he needed special care and
precision attention for the next few years of his life.
Because of that, the girl had to resign from her travel extensive job
and be available for her baby. The next 4 years went by in a blur
with doctor’s visits, few odd freelance projects, and supervising a
robust yet fragile toddler. By the time her first born got stable, the
couple were blessed with a second healthy baby. Now she had two
children and a work gap of more than 5 years. She decided to
pursue a career where her children will be not far from her, as
childcare facilities were rare in her country. She chose to become an
IB teacher. For the next 4 years she certified herself and worked
with IB schools. Things were finally looking good from personal and
professional point of view. Until one day the world fell victim to
COVID 19. Teaching was hard hit with private institutes’ laying off
teachers, massive pay cuts, and irregular schedules.

Because of the COVID 19 lockdown, this girl now a mature woman
sat down to think what she can do to return to her original
profession, that is business. She realized that she was at a great
disadvantage because although she has the fundamentals and the
work experience, she had been out of the field for the past 10 years.
The business landscape had changed drastically. She felt trapped.
Until she came across a Nano Degree in Digital Marketing (DMND)
by Udacity. She quickly looked through the course outline and free
trial to find that this was the boat that can take her across to the new
business world. She realized that she had all the fundamentals but
needed this overview of the changed marketing landscape and
DMND was just the tool to equip her with practitioner level skills to
restart her career in business.

Platform : Facebook
I chose facebook for its wider and richer audience.
Almost everyone has a facebook account these
days. The blog can be shared via personal accunts,
groups and communities joined simultaneiously)
Post
Do you have a similar parenting vs. professional journey? Share your
thoughts in comments.
(Next will come the link to the blog)

Platform 2: Instagram
I find instagram to be an interesting medium for
microblogging. Blog can be shared via link in bio,
stories, or retweaked to bring the characters down
to 2200 from the current 2800 with the boat image.
Post (@mention for the blog in stories or link in bio tag)
Get inspired to reinvent your career

Platform 3: Linkedin
Linkedin is the best platform to highlight ones
professional development and highlight the
struggles before achievements for positive
inspirations.
Motherhood is ever evolving and so is your self development.
Sharing how I hopped careers throughout the past 10+ years to
juggle professional fulfilment and motherhood.
(link to blog)

Campaign Summary
Target Audience:
Gender: All
Age: 26-40
Location: US, PK, CA, UAE
Detailed Targeting included people who match
interest with:
Advertising, Digital Marketing, Social Media, Social
Media Marketing, Small business, Current Events, E-
books
Ad Copy example: Discover the Digital Prespective.
Download your free e-book and explore how to
influence the marketing world of Facebook….

Key Results
Campaign Results Reach Cost $ Amount
Spent $
Ad One 266 50,288 0.28 74.48
Ad Two 111 19,176 0.22 24.42
Ad Three 2 1,143 0.2 0.4
Overall 379 65,840 0.26 100

Campaign Results:
Demographics

Technical Audit: Backlink Audit
(udacity.com)
Backlink
Domain
Authority
(DA)
1 https://docs.microsoft.com/en-
gb/archive/blogs/bizspark_au/
the-everlasting-bond-
between-startups-and-
education
99
2 https://en.wikipedia.org/wiki/Li
st_of_MOOC_providers
98
3 https://www.youtube.com/wat
ch?v=Y6YI64WI1II
100

Link-Building
Using the SEMRush tool and research, strategize a link-building
campaign.
Identify three websites that you think would be relevant, high traffic sites
that you would like to gain backlinks from to help drive traffic to
dmnd.udacity.com.
Site Name Neil Patel
Site URL https://neilpatel.com/
Organic Search Traffic 658.6K
Site Name Influence
Site URL https://influence.co/
Organic Search Traffic 21K
Site Name TED Blogs
Site URL https://blog.ted.com/
Organic Search Traffic 39.7k

Page Index
https://dmnd.udacity.com/
Using the Pingler tool, research how many of DMND’s or
your company’s website pages are indexed by Google.
There was no Google indexed page for the DMND
website.

Page Speed
dmnd.udacity.com
Mobile Speed Score: 48/100 Red zone which is below
average. It has some issues with image size, unused
Java script etc

Desktop Speed Score: 97/100 Green Zone which is a good speed.
Explain why evaluating the Page Speed is important.
Page speed is important to enhance user experience. If the page
speed is slow then it is very likely that the user will not stick around
for the page to load in order to continue its journey.

Mobile-Friendly Evaluation
Using the Think with Google tool, assess the mobile-
friendliness of the dmnd.udacity.com website.
The mobile friendliness score for DMND is 3.6 seconds
on 4G netwroks which is slow.

Recommendations
From an SEO perspective DMND website can look into the following
three recommendations';
1. Link their pages so that they are indexed by Google. If the pages
have broken links, the web crawlers will not be able to read the
information on those pages.
2. Provide Alt Tags for the images on their website. Providing Alt
Tags also helps with improving the content quality
3. Increase the mobile friendliness of their website by resizing their
images to load better, and improving on the cache management.
Improving the mobile friendliness not only increase user
experience but also help with the ranking of the website in organic
searches

Ad Group #1: Awareness 3D
Graphics
Keywords:
architecture designs
fashion design
interior design
Graphic designs
Home designs
Layout designs
How to make a 3D logo
Learn Graphic Design
interactive 3d graphics
best prototyping tool
basic graphic design software
Learn 3D graphics online

3D images for advertising
3d graphics in computer graphics
3D graphic art
3D graphics
3D graphics books
3D graphics can be animated
3D graphics explained
3D modeling

Ad Group #2: Interest 3D
Graphics
Udacity
Udacity Graphic Design Course
Online Graphic Design
3D graphic design
3D graphics programming
3D graphics and animation
3D graphics applications
3D computer graphics
Making 3D graphics
Basics of 3D graphics
3D graphic design app
3D graphics fundamentals
3D graphic games
Learn 3D computer graphics

How to learn 3D computer graphics
Learn 3D motion graphics
Udacity interactive 3d graphics
design software
architecture design software
web design software
ui design software
prototyping software
best design software
architectural design in software
engineering
architectural software
graphic program
architectural drawing software
ui ux design software
top graphic design software
graphic designer programs
digital design software
best graphics software

Recommendations for future
campaigns
● I would allocate more buget for the ‘India awareness’ campign.
● I would refine the keyword list for higher volume keywords. The
Head keywords worked better in my campign case.
● I would improve the user experience of the 3D interactive
graphic design course landing page. Specifically, I would provide
the course information next to the ‘start free course’ extension
rather than the existing related programes extnesion.

Display Image Campaign:
Overall Results
Find below the overall results of the Display Image
Campaign targeting the Affinity Audience. The Affinity
Audience consisted of Business Professionals Social
Media Enthusiasts.

Results:
The ROI for Campaign 1 is positive by $
150.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200,957 0.62% $ 0.036
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$ 448.95 0.2% 2 $224 (+) $150

How would you optimize this
campaign?
Suggestion 1: I would use a different image.
Something that visualy dipicts the tools and
channels.
Suggestion 2: I would also broaden the intrest
targeting to include small buisness owners, Online
businesses etc.
Suggestion 3: I would change the description
because the ad is targeting professionals and text is
adressed to students.

Site Targeting
Find below the overall results of the Display Image
Campaign targeting placements (site targeting). This
audience consists of the Digital Marketing partners’
landing pages.

Results: Calculate the ROI
Roi of the campaign is positive by $67.
Campaign
Results
407 67,833 0.6% $ 0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$231.99 0.2% 1 $ 232 (+ )$ 67

campaign?
Suggestion 1: I would change the target options to
increase the number of impressions as it was on t he
lower side.
Suggestion 2: Site targeting could include other
related websites or target audinece interest based
websites as well.
Suggestion 3: Ad text is very generic. It could
include relevant insight into the course.

Overall Results
Review below the overall results of the Display Image
Campaign targeting visitors to the Digital Marketing
Nanodegree Program landing page

Results: Calculate the ROI
ROI of the campaign is positive by $65.
Campaign
Results
670 109,994 0.61% $0.35
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$234.5 0.2% 1 $234.5 (+) $65

campaign?
Suggestion 1: Left half of the ad image is
unappealing. Imenage is not very catchy and no
clarity about the website aprat from a ‘u’ Logo.
Suggestion 2: Recreate the text of the ad to
incorporate course related detail. Maybe through in
the digital marketing landscape.
Suggestion 3: Reconsider to broaden target
audience.

Which campaign performed
the best? Why?
The first campaign performed the best. It has the
highest positive ROI at $150 amongst the three. The
number of student signup was also highest amongst
them.

Recommendations for future
campaigns
○ Change the targeting options to include other
aspects from my target persona then just
business and Media.
○ Change the ad creative to include maybe a rich
image.
○ Change the ad text from genericaly vage to
incorporating some salient features of the
course.
○ Set up the option of A/B testing in a first phase
of my campign and then pause the add not
performing well to divert my budget solely on
the one performing well.

Calendar & Plan
Email Name Planning
Phase
Testing
Phase
Send
Phase
Analyze
Phase
Awareness DMND 6-7 July
2020
8 July
2020
10 July
2020
13 July
2020
Subscribe to updates 14 July
2020
15 July
2020
16 July
2020
17 July
2020
Discounts Coupons 20 July
2020
21 July
2020
23 July
2020
24-25
July
2020
Week One Week Two Week Three
M T W T F M T W T F M T W T F
Color Key Planning
Phase
Testing Send Phase Analyze
Phase

Final Recommendations
For the subscribe to updates email I would try to embed an
informational video to trigger interest of the recipient.
For Avail Discount email, I would have a custom made image to
make the email background a bit festive to capture the spirit of the
offer.

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