Digital marketing and social media have completely changed the face of marketing. It is not that the older tools and models no longer work (they do!) but, rather, that these tools and models need to be applied in diï¬€erent ways.
Digital marketing activities are performed while customers are connected to networks through various mobile devices. Among the many things that make digital marketing unique is the trigger of communication. Customers may target the business (pull communication) or the business may target the digital consumer (push communication). Digital marketing can take place through a variety of modalities including email, text, apps, and any other means by which a customer can communicate on a mobile device. Social media takes the marketer into the world of â€œviews,â€ â€œclicks,â€ and â€œlikesâ€ as a means of ascertaining product appeal to the potential market. Digital marketing has changed the landscape of marketing activities.
When measuring the results of social media and digital marketing, we have to measure outcomes to determine the eï¬€ectiveness of a general approach or campaign. If we cannot determine eï¬€ectiveness, how can we possibly know if this is something we want to do again or not? In this assessment, you will gain insight on some approaches to measuring social media and digital marketing eï¬€ectiveness. Unlike other areas of business operations (for example, ï¬nance), the measurements here are still evolving. However, you need to have at least a foundation for thinking about this very important aspect of marketing.
This portfolio work project, a digital marketing plan with a social media strategy, will help you demonstrate competency in digital marketing planning and measurement.
The Vice President of Marketing at MSH Brands (orÂ at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Assessments 1 and 2. They have now asked you to develop a Digital Marketing Strategy based on this work.
You are a Brand Manager at MSH Brands (orÂ at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.)
Building on your prior work this term, develop a digital marketing plan using the SOSTACÂ© model. Your plan must address each of the SOSTACÂ© elements, including:
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria:
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