Reading:
How the 4 P’s of Marketing Apply to Digital Marketingby Michelle Schenker, 2013, BrandDrivenDigital.com
31 Mobile Marketing Statistics to Help You Plan for 2017 by Roman Sukhraj, 2016, Impact Branding and Design.
What is Web 3.0 and Is It Here Yet? By Daniel Nations, 2016,Lifework.
The “Ice Bucket Challenge’: A Case Study in Viral Marketing Gold by Brian Braiker, 2014, Digiday.com.
How a Hollywood Guy Uses Data to Create Winning Campaigns by Gary Rosen, Cargo Collective.
How “Crash the Superbowl” Changed Advertising by E.J Shultz, 2016, Adage.
Video:
What is Digital Marketing? And How Does It Work? , Adam Erhart, 2016 (Runtime: 2:46)
Overview
This week we’ve begun to learn about the many digital marketing types and tools. As digital marketing grows and evolves, the types and tools available change or expand. It’s important to be familiar with the various types of digital marketing available, which ones are appropriate for your company, product, or service, and the tools that are commonly used to incorporate them into your digital marketing plan.
What You’ll Need
Your TechKit including laptop
Internet for research
At least 3 credible sources (Wikipedia does not count)
Prepare
Research successful digital marketing campaigns, such as the ALS ice bucket challenge, The Dark Knight movie campaign, and Doritos competition campaign (links to articles or videos about each campaign are covered in assignment 1.1 Digital Marketing Types & Tools), or choose another similar one you found to use as an example for your plan. Next decide who or what you will market. It can be an entertainment-related company, product, service, experience or person. Think of the most effective ways to use digital marketing for your choice.
Create
Create a Word document that addresses the following topics:
What is the marketing campaign you have chosen to use as an example? Why did you choose that particular campaign?
What do you think were the key elements that made this campaign successful?
What did you choose to market? Why did you make that choice?
What types of digital marketing will you use in your marketing campaign (mobile, social media, email, website, pay-per-click, etc.) Explain how and why you will use each one. For any that you will not use, explain why not, what are the limitations or reasons they do not apply in this campaign.
What tools will you use to market with each type of digital marketing (conversion optimization, Twitter, display, analytics, etc.?)
Explain how you will address each of the 4Ps of digital marketing (conversion optimization, Twitter, display, segmentation, etc.?) Explain how you will use them.
Describe the target group(s) of consumers or audience that your marketing plan is intended to reach. (Demographic, geographic, psychographic, benefits sought, patterns of use)
Cite resources both in-text, and in a separate reference page.
Incorporate the concepts and terminology learned from this week’s readings into the paper, demonstrating how the managers you chose reflect the concepts learned about in the Read and View activities.
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