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MK7040 Digital Marketing Objectives

University: Imperial College London

  • Unit No: 12
  • Level: High school
  • Pages: 4 / Words 1111
  • Paper Type: Assignment
  • Course Code: MK7040
  • Downloads: 615
Brief :
Organization Selected : Zalando

Aims & Objectives of the Module

 Students are required to introduce major developments taking place in digital marketing. It allows the students to provide an understanding of how industries use various digital techniques and application to engage their customers and gain a competitive spirit. This unit is designed to facilitate students with the knowledge and tools to work as part of a digital marketing team or to deal with the specific area. 

Digital marketing plays significant role in successful marketing of an organisations. However, due to continuous growth, it is important for marketers to deal with the competitors and deliver cutting-edge digital marketing methods and strategies. 

Learning Outcomes:

  • Identify the opportunities, challenges and impact of the digital environment.
  • Explain key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
  • Analyse how to organise digital marketing activities and build multi-channel capabilities in an organisation.
  • Examine various methods of monitoring and measuring digital marketing effectively

Unit Contents

LO1 Identify the opportunities, challenges and impact of the digital environment

The digital environment:

  • Definition of digital marketing and provide an overview of the digital landscape.
  • Difference between online and offline marketing concepts.
  • Identify principal advantages of digital marketing.

Opportunities of digital marketing:

  • The significance of customer insight and understanding in developing effective digital marketing activities.
  • Increase online consumer power.

Impacts and drawbacks of digital marketing:

  • The transfer from brands and suppliers to customers and their experience of the brand.
  • The influence of negative publicity and meeting customer expectations in the digital age.
  • Identify tracking and monitoring the multitude of different applications and techniques used by potential consumers.
  • The main competition in the environment and rising above the ‘noise’.
  • The impact of 'micro-moments’ on business.

LO2. Explain key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.

Digital tools, platforms and channels:

  • Application of digital platforms and the internet for revenue generation.
  • Working system of digital marketing communications in relation to the 7Ps.
  • Examine range of digital tools and digital hardware to support and enhance marketing.
  • Consumer life-cycle stages of digital adoption.
  • Increase in online transactions and e-commerce.
  • Difference automated and non-automated sales and support activities.

LO3 Analyse how to organise digital marketing activities and build multi-channel capabilities in an organisation.

Digital marketing activities:

  1. The digital hardware landscape opportunities and challenges and the development of multi-channel platforms and online interchanges.
  2. Planning of Digital marketing campaigns.
  3. The usage of omni-channel marketing to allow the consistency of the consumer experience in every aspect.

LO4 Examine various methods of monitoring and measuring digital marketing effectively.

Monitoring and measuring techniques:

  1. Various Measurable metrics, digital campaigns measurement using KPIs, and use of analytics platforms.
  2. Different Methods used for measuring digital campaigns.
  3. Measures of performance used online metrics.
  4. How to Measures populations.

Project Task

TASK 1

Learning Outcomes

  • Identify the opportunities, challenges and impact of the digital environment.
  • Explain key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
  • Analyse how to organise digital marketing activities and build multi-channel capabilities in an organisation.
  • Examine various methods of monitoring and measuring digital marketing effectively

Case Scenario covering LO1, LO2, LO3 & LO4

Recently, you are appointed as “Digital Marketing Consultant” for Amazon.

The marketing director of the organisation has informed you in the first meeting that the organisation always believes in traditional marketing strategies including advertising in local and national newspapers, editorials in specialist magazines and advertising campaigns through FM radio. It has been noticed by him that the marketing strategies shifted from traditional to digital due to paradigm shift, there are no expected results of the old strategies which is causing decline in sales every year.

This task is given to you to design a detailed digital marketing campaign for them as he wants to have digital marketing presence of the organisation besides traditional.

The campaign should include servicing multiple devices, the use of marketing metrics for specific channel traffic, linking of analytics across the different channels to measure and evaluate success, and how to identify customers with personalisation of their experiences using marketing analytics.

Answer to look at: Marketing Management of Marks and Spencer

Produce a report to Board of Directors of Amazon and should cover the following:

Part 1: An overview of digital & traditional marketing:

  1. A detailed overview of the digital marketing and comparison of online and offline marketing concepts and analyse the factors that contributing digital marketing growth;
  2. Identify the challenges that Sarandon might have to face while switching to digital marketing;
  3. Analyse and briefly evaluate the important digital tools & platforms provided to marketers as compare to physical channels.
  4. Asses & briefly evaluate the digital marketing landscape and the impact of the growth of e-commerce.
  5. Examine how and why omni-channel marketing has developed.

Part 2: Digital Marketing Plan:

  1. Produce a coherent and logical digital marketing strategy and identify its implications. Develop actionable measurement framework that can be applied in context of Zalando.Prepare a digital marketing campaign for the organisation using multi-channel capabilities and use tools and techniques to plan an end-to-end omni-channel marketing campaign.
  2. Examine Amazon's multi-channel capabilities to be used, and how they will optimise consumer engagement and return on investment (ROI).
  3. Customised and personalised products and services with use of data to inform and develop
  4. Critically analyse the actions which are to be implemented to enhance effectiveness of digital marketing using performance metrics 
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