MKTG6015 Digital and Social Media Marketing

Question:

What is digital transformation and digital strategy?

• Why is it such a big thing?

• What is marketing’s role in digital transformation?

• How do we develop a digital strategy?

• What are the key elements that matter?

What is it ?

Digital Disruption

Digital Transformation

Business Transformation

And how does it impact on marketing?

What is digital transformation?

What’s driving digital transformation?

Document the business objectives and the expectation of digital’s role in achieving them, as well as current asset performance

Understand key target audiences, their online behaviour and determine how they use digital as part of the customer journey to purchase / engage with the product / service

Review the broader market and competitive environment

Develop an overarching framework that outlines how the various elements of digital work in harmony to achieve the objectives

Develop specific executional plans that can be implemented

For the following case studies:

• Identify the business challenge / key objective

• Identify the target audience, and the key insight that connects the campaign with that audience

• Which channels were used, and why were they chosen