Canada West the Long Tail Principal Discussion

Canada West the Long Tail Principal Discussion

Table of Contents

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Instructions

Canada West the Long Tail Principal Discussion

the company name is bridgehead coffee.
STEP 1: Please read these instructions and the grading rubric (in given attachment)

STEP 2: Read the exam questions below for your first orientation.

Canada West the Long Tail Principal Discussion

STEP 3: Choose any small to medium size business as your “client” – you will need a client for questions 2 and 3. Reserve the client’s name (so I have selected a company that is a bridgehead 

Q QUESTION 1: LONG TAIL CONCEPT (1-2 pages, max 500 words)

Canada West the Long Tail Principal Discussion

Explain the concept of the long tail principle in e-commerce. Discuss why it is important. Describe how it can be applied in PPC. Make sure to reference your sources (at least five) in APA style.

QUESTION 2: Conversion Funnel (1-2 pages, max 500-700 words)

2A) Create a model for your client’s digital marketing conversion funnel with at least 6 steps. Explain why you chose these six steps. Make some numeric targets (examples) for each step in your conversion funnel.

2B) Assume that the first step in the conversion funnel is “Number of Ad Impressions”. What could be your 2nd step in the funnel? How could you improve conversion from your 1st step to the 2nd step?

Canada West the Long Tail Principal Discussion

QUESTION 3: Content Strategy (app.1-2 pages, 600-700 words)

Assume that your client from question 2 would like to run a social media campaign with the objectives to build relationships and to promote the sales of their products to current and prospective customers.

3A) Describe and explain the key elements of your social media plan

3B) Describe in more detail the key elements of your CONTENT marketing strategy

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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