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MARK1149 Direct and Digital Marketing Strategy Assignment

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Reference no: EM133143714

MARK1149 Direct and Digital Marketing Strategy - University of Greenwich

Question One
Over the last 18 months there has been a significant shift of marketing budgets into digital marketing channels. (McKinsey 2021).

Critically evaluate the benefits of this trend for both businesses and consumers.

What challenges are faced by companies in managing this transformation and how might these challenges be overcome?

You should support your answer with relevant examples.

Question Two
Big data presents both an opportunity and a challenge for business.

Consider the characteristics of big data under the 3Vs framework. Volume, variety and velocity.

Critically evaluate the role of data in generating both effective and efficient marketing.

You should support your answer with relevant examples.

Question Three
Customer lifetime value is a key metric in marketing.

How can lifetime value calculations be used to inform the customer acquisition process?

What other metrics might be used to help manage customer acquisition?

Question Four
A recent article in Marketing Week, a publication for marketing professionals, discusses the poor quality of creative briefing in the industry.

What makes a great creative brief?

You should illustrate your answer using a creative briefing framework with which you are familiar.

Question Five
There is an absence of strategic thinking in much digital marketing planning. (Mark Ritson 2021).

Critically evaluate this statement.

What are the challenges of marketing planning in a digital age?

You should use a planning framework, for example SOSTAC (Chaffey and Smith 2021), with which you are familiar to support your answer.

Question Six
What is customer loyalty? Is true customer loyalty possible?
How can marketing generate engaged "loyal" customers.
Support your answer using relevant examples of loyalty marketing programmes.

Question Seven
Using a customer journey model with which you are familiar, discuss how the following media can work together in an integrated Direct and Digital Marketing strategy.

Email
Social media
Search Engine Marketing

You must illustrate your answer with examples

Question Eight
Critically evaluate the concept of testing in campaign planning. What should we test? What are the conditions for an effective test?
Outline two different testing techniques and give examples of how they have been used in test campaigns with which you are familiar.

Attachment:- Direct and Digital Marketing Strategy.rar

Reference no: EM133143714

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Reviews

len3143714

5/13/2022 3:51:09 AM

Question 1 is mandatory and I need to choose 2 more from the other 7. I would say to answer question 1,2 and 3 (500 words/each). I have to write the theory, definitions of the terms and theories and give examples for every answer. Thank you for your help.

Write a Review

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