What is digital marketing? The short answer is that digital marketing is the use of digital channels, such as websites, social media, email, search engines, and mobile apps, to promote products, services, or brands. Digital marketing involves

introduction

What is digital marketing? The short answer is that digital marketing is the use of digital channels, such as websites, social media, email, search engines, and mobile apps, to promote products, services, or brands. Digital marketing involves various strategies and techniques that help a company reach and engage with its target audience online, drive traffic to its digital channels, and convert leads into customers. The goal of a digital marketing plan is to leverage digital platforms to achieve marketing objectives.

Compared to traditional marketing (think billboards, print ads, TV commercials), digital marketing offers several advantages that you should keep in mind throughout this course:

• Targeted Reach:Digital marketing allows you to target your ideal customers with laser focus, based on demographics, interests, and online behavior.
• Measurable Results:Digital marketing campaigns allow you to track and measure results easily, allowing you to see what’s working and what’s not and adjust your strategy in real-time.

For this assessment, we will study the customer journey map, which shows how a prospective customer goes from never having heard of your product or company to becoming a happy customer. We’ll also learn about lead generation and some ways of measuring marketing effectiveness.

This assessment will provide you with a deep understanding of customer journey mapping and lead generation, equipping you with the skills to create an effective digital marketing strategies the course.

Note: It is a best practice to complete the assessments in this course in the order they are presented, as they build on one another. Complete this assessment before moving on to the other assessments in the course.

Instructions

For this assessment, choose a real-life product that existed and was marketed before the advent of social media (early 2000s and before). This product could have disappeared or still be around today. Research an “old” (pre-social media) marketing campaign for that product and describe how the 4 Ps were evident in the campaign.

Now, look at how that product is marketed today, or how you would market it if it still existed. How would the new 4Ps fit in?

Talk about what story it tells following the outline provided in the Marketing Mix Plan Template [DOCX].

Resources

• Refer to the Sample Marketing Mix Project [PDF] for an example paper.
• Use Academic Writer for guidance in citing sources in proper APA style. See the Writing Center for more APA resources specific to your degree level.
• Visit How Do I Find Peer-Reviewed Articles? for help finding sources.

Competencies Measured

By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and scoring guide criteria:

• Competency 1: Analyze how marketing theories and models inform marketing strategies in the interactive marketplace.
  • Create a digital marketing mix for the selected product.
• Competency 3: Evaluate the impact of relevant data on digital marketing strategies and techniques that support organizational outcomes.
  • Use data to support the marketing and digital marketing mix decisions for the selected product.
• Competency 4: Analyze how social media can be leveraged to drive awareness, customer relationships, and customer loyalty.
  • Analyze which marketing mix and digital marketing mix elements will have the greatest impact on customer loyalty.
• Competency 5: Communicate in a manner that is professional and consistent with expectations for members of the business professions.
  • Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.

The Evolution of Digital Marketing  (TEMPLATE Outline)

• Introduce the product:
  • How long has the product existed?
  • Who has the target market been, traditionally?
• Overview the pre-digital era marketing campaign:
  • Describe how the 4Ps are evident.
  • What were the main strategies and marketing mix used in the old campaign?
• Analyze the data to move the product into the future:
  • What relevant data should be taken into account in updating the older marketing campaign?
  • Where can this data be obtained?
• Apply modern marketing techniques:
  • Conduct a brief SOSTAC analysis.
• Consider social media:
  • Briefly overview the importance of, and main components of, a social media strategy (cite the Grayson text or other credible sources).
  • If this product still exists, explain how their social media presence targets their intended market and how they use it to create relationships. Mention social media objectives.
  • If the product no longer exists, talk about how it could target their intended audience and create relationships if the product was still on the market.
• Provide references
  • Cite at least 5 credible sources.