Online brand management and mobile marketing

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Reference no: EM132312002

Online Brand Management and Mobile Marketing

Respond to the following questions in a minimum of 175 words each question

1. If you were in charge of marketing a relatively new brand, what are some specific strategies you might use to improve brand recognition?

2. Explain and provide specific examples.

3. How would you handle any negative online criticism of the brand?

Monitoring Online Conversations

Select a major company of your choice.

Write a 1,200- to 1,400-word paper that addresses the following:

• Define ORM and SERP.

• Using specific examples, describe how your chosen company is managing ORM well.

• Using Google Alerts, select 10 alerts you would set up for your company, and explain why you chose them.

• As a reputation manager, PR person, or CEO, would you want to review these frequently? Why or why not?

• Using the keywords chosen in your Google Alerts, research each of the keyword SERPs using Google and Bing.

• Analyze the SERPs and explain the results. Is content negative? Positive? Neutral? Why do you think this is? Is the content created by the company itself or by outside customers, vendors, or partners? What differences in results appear between Bing and Google?

Recommend improvements that can be made to ORM for your chosen company.

Format your paper consistent with APA guidelines. You can use screenshots, tables, graphics, and diagrams to answer the questions.

Course Textbook

Dodson, I. (2016). The art of digital marketing: The definitive guide to creating strategic, targeted, and measurable online campaigns. (1st ed.). Hoboken, NJ: John Wiley & Sons, Inc.

Chapter 8- Mobile marketing

Chapter 10- Strategy and planning

Reference no: EM132312002

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