Posted: March 29th, 2016

What can John learn from the cpc rates and his margins? What will be his likely return from his spend in digital marketing?

Assignment:   Please read the short case problem below and write your practical advice to John. Help him to decide among his digital marketing options.
Make sure you offer advice on all the options mentioned in the case, and suggest additional options if you can, and make clear recommendations as to how John should proceed. Creative suggestions are welcome, but keep them within reason. There is no need for elaborate art work etc.
Make sure that you use the numbers in the case. What can John learn from the cpc rates and his margins? What will be his likely return from his spend in digital marketing? No-one knows what will work until he tries, don’t be afraid to use guesstimates, but make them reasonable. www.Quora.com can be a useful resource for finding answers to questions about average click through rates etc.
Support your recommendations logically. Materials in the case and in the course are sufficient for making recommendations, but you may use other web resources if you wish; but be sure that your final submission is fully referenced as described on the course website.
Do pay attention to likely costs, and likely returns on John’s marketing expenditures. Make sure you have a clear recommendation of what he should do.
Do not exceed 2,000 words not including exhibits and tables (if any).