Reference no: EM133548559
Digital Business
Report on a Digital Asset
Section A: Analysis
• Overview of the client and define commercial and or communication objective.
• Define customer persona.
• Define customer journey map and user experience.
• Analysis of digital channels use and content blend.
Section B: Recommendations
• Strategic recommendations based on the above analysis. To include:
o Summary of the effectiveness of content and interactions in the current CJM.
o Identify key areas for improvement in content marketing.
o Identify key areas for improvement in user experience: website and socials.
o How will these improvements help fulfill the client's commercial objectives?
Reference list
In groups of 4, examine the Cornell Food Venture Center (CFVC) website and other related websites, along with associated social media channels. Provide a Report on a likely customer journey and the extent to which touchpoints are addressed by interactions and information on the website and social media channels.
The Report should answer the following questions:
1. Define a persona based on the CFVC's business stage and needs and identify the main customer journey and content requirements for this persona. Consider:
• Which route they would take in a search for an open innovation partner?
• What would the user experience of the Cornell Food Venture Center website look like?
2. Review the range of information and engagement techniques on the websites and social media channels. Then identify the main commercial and or communication objectives.
3. Determine if the current content and interactions sufficiently address the user's requirements (based on touchpoints all along the customer journey)?
4. Identify key areas for improvement in content marketing and user experience (of the CFVC website and or social media channels).
• How will these improvements help fulfill the client's commercial objectives?
Minimum 1,500 words, typed single line spacing, 12 point type. Do not include a cover page but put the full name and student number for all group members in the footer of the document. Submit via MyUnits. Refer to the report marking guide (below) for detailed marking criteria. It is expected that each group member will make an equal contribution to the report.
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