Digital marketing

1. Investigate the micro-environment as part of the situation analysis for your company.

a. Competitors analysis

b. Suppliers and/or Digital Marketing intermediaries.

c. Customers’ persona.

2. Summaries the macro-environment variable your company needs to monitor when operating the digital marketing campaign. (two or three variables for each force are sufficient)

a. Technological forces.

b. Legal forces.

c. Economic forces.

d. Political forces.

e. Social forces.

3. Devise a digital marketing strategy for your campaign.(refer to figure 4.5, page 147 or ch4, slide 9)

a. Where are you now? (situation analysis)

b. Where do you want to be? (business objectives)

c. How are you going to get there? (strategy)

d. How exactly do you get there? (tactics)

e. Who does what and when? (actions)

f. How do you monitor performance? (control)

4. Summaries the marketing mix best suitable for your campaign. (refer to ch5)

a. Product variables

b. Price variables

c. Place variables

d. Promotion variables

e. Process variables

5. How can you implement relationship marketing for your campaign? (refer to ch6)

a. Could you create a virtual community? And how does it help the relationship marketing.

b. Could you use digital media to support customers’ advocacy? And how?

6. How can you implement relationship marketing for your campaign? (refer to ch6)

a. Could you create a virtual community? And how does it help the relationship marketing.

b. Could you use digital media to support customers’ advocacy? And how?

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