Digital Marketing Management (DMM) - Digital Marketing Assignment Help

Assignment Task

BACKGROUND
The term Fintech (Financial Technology) refers to software and other modern technologies used by businesses that provide automated and improved financial services. Fast and innovative approaches such as Mobile Payments, changed the way we manage our financial activities. Techsavvy customers, especially millennials expect money transfers, lending, loan management and investing to be hassle-free, effortless, secure and scalable, preferably without the assistance of a person or visit to a bank.
Genie Super App was recently re-launched as a comprehensive financial marketplace which has end-to-end financial products and services ranging from contactless payments using QR code through any LankaQR merchant, open and manage savings accounts, invest in mutual funds, pay bills easily with the widest biller network in the country, avail device loans with easy pay, connect to ez cash wallet etc. The company has significant growth aspirations in their first year in terms of user acquisitions (Downloads and Registrations) and app usage.
In your role as the Digital Marketing Consultant of Genie, the management has requested you to prepare a digital marketing and Customer Lifecycle Management (CLM) strategy to understand market opportunities to expand the business.
The management has requested you to prepare a presentation which would include the following tasks;
You are expected to:
• Submit a strategy document covering the three tasks comprehensively.
• Use the SOSTAC methodology to appropriately present the aforementioned tasks.

Prepare a PowerPoint presentation covering the key points discussed under each task.

TASK ONE
The management of Genie Super App needs to understand the micro and macro environment related to fintech industry in Sri Lanka.
a) Conduct a comprehensive analysis of the digital macro environment of Genie.
b) Conduct a situational analysis for Genie and identify insights related to its customers and competitors.

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