Digital Business and Marketing Assessment - Individual Report
Evaluating a Digital Marketing Communication Campaign.
Brief - Taking on the role of a Digital Marketing Director, you have to select an organisation/brand for investigation. It is recommended that you select an organisation/brand from the sector you examined for Assessment 1. Your report should consist of:
Section A - Introduce Digital Marketing Communications
Introduce Digital Marketing Communications
1. Provide 2 definitions of digital marketing communications
2. Discuss the range of digital marketing tools available for use for marketing communications by organisations /brands.
3. Provide a short explanation of the role and characteristics of social media marketing
Section B: Evaluate Digital Marketing Communications
Evaluate Digital Marketing Communications
1. Undertake a competitor benchmarking activity using your selected organisation/brand and two others from the same industry (See Appendix 1: Competitor Benchmarking). How does this information inform you about the use of digital marketing communications within your sector?
2. For your selected organisation/brand, undertake a detailed analysis of digital marketing communication tools utilising - what does it reveal about the organisation/brand use of digital marketing communications? Please include a copy of the report within appendices.
3. For your selected organisation/brand, monitor their online brand community via their Facebook page for two weeks. Evaluate the nature and content of the interaction between the organisation/brand and fans/consumers on their online brand community. This will be achieved by utilising Appendix 2 (Content Analysis): content analysis over organisation/ brand pages- what insights does it reveal about the topics that fans/consumers engage in within an online community via facebook? Are some topics more popular than others? To what extent is this similar or different from relevant academic papers on how organisation/brands use online communities and why consumers engage in online brand communities e.g. Kozinets (2010); Wirtz et al. (2013); Sashi (2012).
4. For the selected organisation /brand select one other digital marketing communication tool (from Appendix 1) and examine how the organisation/brand are utilising the selected communication channels to support marketing objectives.
Section C: Make Recommendations for Future Digital Marketing Communications
Make Recommendations for Future Digital Marketing Communications
Using the analysis above, make appropriate recommendations for your selected organisation/brand for developing customer relationships via their online brand community.
Section D: Identify Challenges of Digital Marketing Communications
Identify Challenges of Digital Marketing Communications
Discuss one of the key challenges that marketers need to be aware of when developing digital marketing communications. For example this could be website design, security, online analytics or another challenge that digital marketers may face.
Attachment:- Assignment Files.rar