The document outlines a marketing plan for Udacity's Digital Marketing Nanodegree (DMND) program. It includes the following key points: - The objective is to enroll 100 new students in the DMND program with a $50,000 marketing budget. - The target persona is a 35-year-old male sales assistant interested in career growth and digital marketing skills. - The marketing plan outlines the customer journey process and proposes tactics and budgets for the awareness, interest, and desire stages. - Budget is allocated across Facebook, Google AdWords, YouTube, and other channels. The plan estimates 190 total enrollments.

1. Medha Dixit
Project Portfolio

2. 1. Customer Journey Based Marketing Plan

3. Marketing Framework

4. Marketing Objective: DMND
PRODUCT: Digital Marketing Nanodegree Program (DMND)
GOAL: I aim to create a Customer Journey based marketing plan with the goal of signing up 100 new customers to Udacity’s Digital
Marketing Nanodegree program (DMND) in one quarter.
MARKETING BUDGET: $50,000
PROFIT: For the purpose of this assignment, the cost of the Nanodegree is $999. So, assuming a profit margin of 30%, Udacity makes
$299 in profit per student that signs up.

5. Value Proposition: DMND
For enterprising professionals, career-shifters and digital enthusiasts
Who are interested in Digital Marketing and want to gain relevant real-world experience
Our Digital Marketing Nanodegree (DMND) is one-of-a-kind, premium offering
That is designed in partnership with industry leaders, to provide a thorough understanding of the Digital Marketing
landscape and
Unlike Coursera’s digital marketing specialization, DMND is extremely hands-on
Our Offer is a blend of bite-sized videos for effective learning, mentoring & career support

6. Who: Our Customers

7. Marketing Framework

8. Target Persona
Target Persona
Background & Demographics
▪ 35 year old male
▪ Living in United Kingdom
▪ Single
▪ Bachelor’s degree
▪ Sales assistant at a private
company
▪ Annual Income: ~£30,000/-
Hobbies
▪ Travelling
▪ Working out
▪ Spending time with friends & on
Social media: FB, Twitter,
Instagram
Barriers
▪ Willing to spend up to $100 per
month on learning through MOOCs
▪ Limited time for learning due to
work & social commitments
▪ Lack of motivation to finish things
Needs
▪ Better Work/life balance
▪ Enhance professional skills for
career growth
▪ May want to change career path
Goals
▪ Learn about Digital Marketing
▪ Read blogs to educate herself
▪ Find friends who will take the
course with him to stay motivated
and on task
MARK MASTERS

9. When: The Customer Journey

10. Marketing Framework

11. Phases of the Customer Journey
▪ Traditional Marketing models reference the Marketing funnel to capture various steps involved in
acquiring a customer.
▪ In the digital era, customer journey is a more accurate representation of the steps taken to reach a
customer and convince him/her to buy our products/services. This journey, consisting of six stages,
may not necessarily be linear.
▪ As a result, for an effective Marketing strategy, all stages of the customer journey need to be addressed.

12. When + How + Where = Marketing Tactics

13. Marketing Framework

14. When+How+Where = Marketing Tactics
Customer
Journey
Awareness Interest Desire Action Post Action
Message
- Describe the product
- Describe what it can do
for your target persona
- Further educate the
customer about your
product/service to get
them interested
- Encourage visitors to
share in social media
channels to create a
ripple effect
- Differentiate your
product/service in the
eyes of the customer to
help them make a
selection
- Remarket through
different channels to
activate a sale
- Send transaction
confirmation
email to customer
- Offer coupons
and deals for
recurring sales
Channel
- Content marketing (e.g.
blog)
- Informative landing
page
- Social media
display and video ads
(YouTube, BuzzFeed, FB
Ads)
- Content marketing
(detailed blog post)
- Targeted Social media
ads (Twitter, FB)
- Other social media
channels (Instagram,
Pinterest)
- Search Ad campaign
(Google, Bing, Yahoo
search Ads)
- Targeted Social
media ads (FB,
LinkedIn, Twitter )
- Email marketing
- Targeted Search Ad
campaigns (Google,
Bing, Yahoo search
Ads)
- Targeted Social
media ads (FB,
LinkedIn, Twitter )
- 1:1 email
marketing

15. 2. Budget Allocation

16. For the purpose of this marketing campaign, the budgeting focus will solely be on the cost and
return on media
Marketing Costs
COST HEADS
CREATIVE MEDIA TIME & RESOURCES
▪ Ad copy
▪ Images
▪ Videos
▪ Cost incurred for
showing Ads or
content in different
channels
▪ Man-hours & effort
spent towards organic
social media
marketing

17. Digital Marketing
Nanodegree
Budget Allocation for Media/Ads

18. Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook 5000 $1.25 4000 0.05% 2
AdWords
Search
2000 $1.40 1429
0.05%
1
Display
Adwords
1000 $5.00 200
0.05%
0
Video 2000 $3.50 571
0.05%
0
Total Spend 10,000
Total #
Visitors
6200
Number of new
Students
3
Budget Allocation: Awareness Stage

19. Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook 7,500 $0.50 15,000 0.1% 15
AdWords
Search
2000 $1.50 1333 0.1% 1
Display
Adwords
1000 $3.00 333 0.1% 0
Video 1500 $2.75 545 0.1% 1
Total Spend 12,000
Total #
Visitors
17,212
Number of new
Students
17
Budget Allocation: Interest Stage

20. Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook 15,000 $0.30 50,000 0.3% 150
AdWords
Search
7000 $1.50 4667 0.3% 14
Display
Adwords
3000 $3.00 1000 0.3% 3
Video 3000 $2.75 1091 0.3% 3
Total Spend 28,000
Total #
Visitors
56,758
Number of new
Students
170
Budget Allocation: Desire Stage

21. Phase Total Spend
Total
Number of
Site Visits
Total
Number of
Sales
Profit Per
Sale
Total Profit ROI
Aware-
ness
10,000 6200 3 $299 897 -9,103
Interest 12,000 17,212 17 $299 5,083 -6,917
Desire 28,000 56,758 170 $299 50,830 +22,830
Total 50,000 80,170 190 56,810 +6,810
Marketing ROI Analysis

22. 3. Showcase Work

23. Market your Content

24. Blog Post
URL: https://bit.ly/2sXJpBn
The blog post highlights my professional struggles
after moving to a new country soon after marriage
and the turning point that led me to seek a new path
forward.

25. Platform 1: Medium
Why I chose Medium?
1. Medium has wide readership & audience outreach
2. It has a comfortable publishing interface
3. It is connected to Twitter and allows for simultaneous
publishing on both platforms
4. It has a comprehensive analytics dashboard
Post title:
Cracking the career tailspin – Can Udacity come to
rescue?

26. Platform 2: Twitter
Why I chose Twitter?
Twitter has extremely wide readership and enables me to
reach millions of individuals, who may be interested in links
related to certain hashtag terms such as Career change,
DMND etc.
Post title:
Cracking the career tailspin #CareerChange #
DMND. My take on the Udacity Nanodegree
program: https://bit.ly/2sXJpBn

27. Platform 3: LinkedIn
Why I chose LinkedIn?
LinkedIn allows me to market to a different audience
segment, namely professionals who may be interested in
enhancing their professional skills specifically digital
marketing, and have the financial means to do so.
Post title:
Digital Marketing Specialization - Leading the next
generation-enterprise

28. Run a Facebook Campaign

29. Facebook Ad Images
Ad One Ad Two Ad Three

30. Campaign Results Reach Impressions Cost Amount
Spent
Ad One 484 99,712 104,866 $0.16 $79.48
Ad Two 57 9,798 10,546 $0.21 $12.09
Ad Three 187 32,656 33,507 $0.18 $32.81
Overall 728 130, 016 148,919 $0.17 $124.38
Facebook Ad: Key results

31. Campaign Results: Screenshots

32. Campaign Results: Screenshots
Ad Sets: Performance
Ad Sets: Delivery

33. Search Engine Optimization
(SEO) Audit

34. On-Site SEO

35. On-site SEO: Keywords
Keywords to target in order to drive users to the Udacity DMND landing page (https://dmnd.udacity.com)
Head Keywords Tail Keywords
1 DMND Udacity Digital Marketing program
2 Udacity Nanodegree Digital Marketing Course
3 SEO Digital Marketing training
4 Digital Marketing Launch a career in digital marketing
5 Content Marketing Master search engine marketing

36. On-site SEO: Keyword with the Greatest Potential
Which Head Keyword has the greatest potential? Udacity Nanodegree | Priority score = 54
Which Tail Keyword has the greatest potential? Digital Marketing training | Priority score = 60

37. On-site SEO: Technical Audit - Metadata
Technical audit on the metadata:
DMND URL: https://dmnd.udacity.com/
Current Revision
Title Tag Udacity Digital Marketing Nanodegree
Program website
Udacity Digital Marketing Nanodegree Program
Meta-
Description
Blank Launch your digital marketing career by learning
from top experts and running live campaigns.
Alt-Tag 1. Blank (Image 1 – Large image with text
overlay)
2. Blank (Image strip with partner logos)
3. Blank (Image with laptop)
4. Blank (Image with instructor)
1. Two people talking about digital marketing and
looking at a tablet
2. Udacity course partners: Facebook, Google,
Hootsuite, Moz and others
3. Laptop open to a DMND course module
4. An instructor explaining DMND’s 360 degree
approach

38. On-site SEO: Technical Audit - Metadata
Technical audit on the metadata:
DMND URL: https://dmnd.udacity.com/
Current Revision
Alt-Tag 5. Blank (Image for real world projects)
6. Blank (Image stating $70 billion spend on
digital marketing)
5. Laptop open to DMND projects
6. $70 billion spent on digital marketing in US

39. On-site SEO: Blog topics
Three blog topics for the DMND website that incorporate the highest potential keywords:
1. The 5 best Digital Marketing Courses for the modern day marketer
2. Top 3 reasons why Udacity can help you launch a career in Digital Marketing
3. Learn digital marketing skills with Udacity’s DMND Nanodegree

40. On-site SEO: Blog Topic 1
Title: The 5 best Digital Marketing Courses for the modern-day marketer
Summary:
The blog post has a catchy title and is targeted at a specific audience namely the “modern-day marketer”. It
is written in a bulleted-list format that makes it easier for the reader to assimilate and remember the
information. Finally, it covers an informative topic that would interest a large portion of the marketing
community as well students and entrepreneurs. In this blog post, I would compare and contrast the top 5
digital marketing courses offered by online platforms such as Udacity, Coursera, Google Square,
MarketMotive etc.

41. On-site SEO: Blog Topic 2
Title: Top 3 reasons why Udacity can help you launch a career in Digital Marketing
Summary:
The blog post is targeted at professionals interested in launching a career in Digital Marketing or making a
transition into Digital Marketing. Additionally, it will help people understand the specific advantages of
the Udacity course and whether it will be the right fit for their needs. The use of a bulleted list helps the
readers remember the information better. In this blog post, I would cover the reasons why Udacity is a top
choice for launching a career in digital marketing. The reasons will be as follows:
▪ The course has been built in partnership with the best industry leaders such as Facebook, Google,
Hootsuite, Moz, HubSpot, and Mail Chimp
▪ The course allows you to get hands-on experience by running live digital campaigns, building your
own portfolio along the way
▪ Complementary career support services such as best practise, resume screening and other tips

42. On-site SEO: Blog Topic 3
Title:Learn digital marketing skills with Udacity’s DMND Nanodegree
Summary:
This blog topic will list out the details of the DMND Nanodegree program, mentioning various modules
and topics covered, and the corresponding projects that’ll help consolidate participants understanding of
the subject. It will highlight in brief the benefits of learning digital marketing skills, sharing the market
size, industry demand for digital marketing professionals, and salary insights. Finally, through the blog
post, I will share a testimonial video by a DMND student who’s graduated from the program.

43. Off-Site SEO

44. Off-site SEO: Technical Audit-Backlink Audit
Backlink audit of the website Udacity.com and the top three backlink URLs along with domain authority:
Backlink Domain Authority (DA)
1 http://twitter.com/i/moments/986532567678619649 100
2 http://twitter.com/i/moments/100865658236274688
0
100
3 http://plus.google.com/101416274833608453021 99

45. Off-site SEO: Link-Building
Top three relevant, high traffic web sites to target for gaining backlinks and drive more traffic to
dmnd.udacity.com:
Site Name Site URL Organic Search Traffic
1 Entrepreneur Europe https://www.entrepreneur.com/ 57.8M
2 SkillsYouNeed https://www.skillsyouneed.com/ 2.05M
3 Inside HigherEd https://www.insidehighered.com/ 496K

46. Performance Testing

47. Performance testing: Page Index
DMND’s website pages that are indexed by Google:
URL Google Indexed pages
https://dmnd.udacity.com/ n/a
https://eu.udacity.com/ 326

48. Performance testing: Page Speed
Speed test of dmnd.udacity.com’s mobile presence:
Why is evaluating the Page Speed important for SEO?
As per Google, site speed is used as a ranking factor in search engine results. Hence, improving the site’s speed
contributes to:
a) better ranking in organic search results
b) improved user experience
The page speed for the DMND landing
page is unavailable.

49. Performance testing: Mobile-Friendly Evaluation
Mobile-friendliness of the dmnd.udacity.com website:
Why is having a mobile-optimized website important for SEO?
As per a Google announcement, mobile-optimization is also used as a ranking factor in search engine results.
Moreover, with a large majority of consumers today using their mobiles to review content, it’s important to
consider a mobile-optimized site, as priority.

50. Recommendations
Recommendations to improve the DMND website from an SEO perspective.
1. For improving on-site SEO, though the Udacity site is indexed by the Google search engine, the DMND landing page isn’t
currently indexed. Hence, for indexing it and to improve its search ranking, it may be linked to the Udacity website.
2. The landing page’s source code is missing any content for the meta-description tag and the various alt-tags. So, for better
on-site SEO, these may be changed through adding an appropriate meta-description for the page and by changing the alt-tags.
This may be done by labelling all images on the website and by using descriptive URLs for all the images.
3. The DMND Udacity landing page can also add a video testimonial link on the page to help with indexing and page-search
rank.
4. For improving off-site SEO, it’ll be helpful to establish back-links to some of the higher education blogs such as Inside
HigherEd and SkillsYouNeed, as well as Business blogs such as Entrepreneur. Most of these sites have readers and
followers running in millions, which will help immensely in reaching out to a broader audience base.
5. Finally, the DMND landing page’s mobile speed data is unavailable and its loading time is 7s. These may be improved for a
better mobile-optimized experience as well as search ranking.

51. Run an Adwords Campaign

52. AdWords Campaign for Firebase Analytics: Ad Groups
FBase_Analytics (Awareness)
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53. AdWords Campaign: Headlines & Description
SET 1: FBase_Analytics (Awareness)
Headline 1: Learn free Mobile Analytics with
Firebase
Headline 2: Grow your user base multi-fold
Display path:
www.udacity.com/Analytics/Firebase
Description: Sign up for a free Analytics course to
gain deep insights.
SET 1: FBase_Analytics (Interest)
Headline 1: Master Firebase Analytics
Headline 2: Sign up for a free course.
Display path: www.udacity.com/Analytics/Firebase
Description: Learn the benefits of this free analytics
solution to grow your user base
SET 2: FBase_Analytics (Awareness)
Headline 1: Free analytics course
Headline 2: Udacity
Display path:
www.udacity.com/Analytics/Firebase
Description:Sign up for a free Analytics course to
gain deep insights.
SET 2: FBase_Analytics (Interest)
Headline 1: Free Firebase analytics course
Headline 2: Udacity
Display path: www.udacity.com/Analytics/Firebase
Description: Learn the benefits of this free analytics
solution to grow your user base

54. AdWords Campaign: Results summary
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conv. CR
Cost per
Conv.
Cost
Fbase_Analytics
(Interest)
$0.20 5054 271 5.36% $0.20 35 12.92% $1.54 $54.04
Fbase_Analytics
(Awareness)
$0.20 0 0 _ _ 0 0 0 0
Total 271 5.36% $0.20 $54.04

55. AdWords Campaign: Results overview

56. AdWords Campaign: Detailed Ads result summary

57. AdWords Campaign: Recommendations for future
campaigns
1. In this campaign, the Awareness Ad group did not receive any clicks at all. I would dig deeper
into reasons for the same, and perhaps target a different set of keywords and/or change my CPC
bid to measure its impact on the Ad group results.
2. Additionally, I would run the Ad campaign for a minimum of two weeks. In this completed Ad
campaign, I A/B tested the Ad sets ( Kept the description text same while varying the heading)
and upon completion, tested the statistical difference for the Interest Ad group. The results
revealed no statistical difference. My hope is that a longer running campaign may reveal some
interesting statistical trends.

58. Evaluate a Display
Advertising Campaign

59. Display Image Campaign: Ad Results
A
B
Overall Ad results for Creative A and B are shown below:

60. Display Image Campaign: Creative A versus Creative B
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# of New
Students
CPA ROI +/-
Creative - A 1531 216,199 0.71% $0.45 $686.27
.2%
3 $228.75 +210.75
Creative - B 442 65,867 0.67% $0.42 $186.24
.2%
1 $186.24 +112.76
Based on Return on Investment (ROI), it is clear that Creative A has done better than Creative B.

61. Display Image Campaign: Optimization suggestions
Suggestion 1: Change images in the Ad campaign to align with accompanying text, and to illustrate digital
marketing through powerful visuals.
Suggestion 2: Use more relevant keyword phrases that have a high to moderate monthly search volume.
This will ensure better click through rates and ROI.
Suggestion 3: Make the Ad text more succinct so as to a) avoid it being cut-off in the final Ad display and b)
enhance audience attention.

62. Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List
Overall Ad Results of the Display Video Campaign are shown below:

63. Display Video Campaign: Creative A versus Creative B
Based on the Return on investment (ROI) for the two video campaigns, it’s clear that Campaign B did much
better than Campaign A.
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# New
Students
CPA ROI +/-
Campaign A 453 54,312 0.83% $0.64 $290.21
.2%
1 $290.21 +8.79
Campaign B 1439 103,205 1.39% $0.37 $535.40
.2%
3 $178.46 +361.62

64. Display Video Campaign: Optimization suggestions
Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B
testing, different creative, adding or removing keywords, etc…)
Suggestion 1: The video Ad is missing a call to action button or a link at the end of the video. To optimize
student conversions, a call-to-action link may be added to the Ad.
Suggestion 2: The large keyword list is too wide with a total of 935 keywords. It may be optimized based
on Google keyword search results.
Suggestion 3: The video campaign uses In-stream Ad targeting but it’s not clear if there is any
demographic or behavioural targeting included. In order to get higher conversions at a lower cost, these
two criteria may be included.

65. Market with Email

66. Email Campaign: Calendar
Week 1 Week 2 Week 3 Week 4 Week 5
M T W Th F M T W Th F M T W Th F M T W Th F M T
Email
#1
Email
#2
Email
#3
Planning Tests Send Analyze
KEY PHASES

67. Screenshot : Email Test Message#1

68. Email Campaign Analysis : Email #1
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225
Results and Analysis
Clicked CTR Take Action Conversion Unsubscribed
180 8% 75 3.33% 30

69. Final Recommendations
1. Body of emails should be coherent with the subject-line, to ensure better conversion
2. Use powerful visuals in all email versions to encourage higher click-through rates
3. A/B test the emails considering factors such as subject line, CTA, visuals, time of sending, day of sending
4. Allow customers to unsubscribe from the email list. For those customers who choose to opt-out, remove
them from the list within 10 days.

70. Thank You