Digital Marketing Techniques - Investigate the Dynamic Digital Landscape - Management Assignment Help

Assignment Task :

You will be required to justify why you have selected your theme in the organisation  summary. 

Before settling on a final choice of theme, please go through all of the tasks and sub-tasks  to make sure that you will be able to apply them to your chosen organisation, in terms of  the information you have available to you. Time spent at this selection stage will be well  invested. 

You will need to select ONE theme to base all tasks within the assignment.  

Finally, discuss your choice of theme and its suitability to your chosen organisation with  your tutor, and maybe some of your study partners. It may also be advantageous to  select a theme which helps to develop your personal skills and enhance your career  development, where possible. 

Please ensure that you clearly identify your chosen theme on the front cover of  your assignment and in your organisation summary.  

Theme 1: Acquiring new customers 

Your manager has asked you to investigate the dynamic digital landscape, and consider  how to improve the application of digital marketing techniques to acquire new customers.  This acquisition may be achieved by penetrating existing segments of your market or by  targeting new market segments. 

In your assignment you will therefore need to consider the digital landscape and the tools  and techniques that can be applied to achieve the above. You will then need to explain  how digital marketing techniques can be integrated and enhanced within the context of  the organisation and the new customer’s online journey. Finally, you should prepare  elements of a digital marketing plan aimed at acquiring new customers, and consider the  data and analysis techniques that can be used to measure the success of these activities. 

Theme 2: Retaining customers and building loyalty  

Your manager has asked you to investigate the dynamic digital landscape, and consider  how to improve the application of digital marketing techniques to retain customers and  build loyalty. This loyalty could be achieved by minimising the loss of customers to online  competitors, increasing the frequency and size of customers’ online purchases, or other  means of optimising the lifetime value of customers. 

In your assignment you will therefore need to consider the digital landscape and the tools  and techniques that can be applied to achieve the above. You will then need to explain  how digital marketing techniques can be integrated and enhanced within the context of  the organisation and existing customers’ online journey. Finally, you should prepare  elements of a digital marketing plan aimed at retaining customers and building loyalty,  and consider the data and analysis techniques that can be used to measure the success of  these activities. 

Theme 3: Building brand reputation  

Your manager has asked you to investigate the dynamic digital landscape, and consider  how to utilise digital marketing techniques to build the online brand reputation of the  organisation (or the brand reputation of one of its products/services).  

In your assignment you will therefore need to consider the digital landscape and the tools  and techniques that can be applied to achieve the above. You will then need to explain  how digital marketing techniques can be integrated and enhanced within the context of  the organisation and existing brand reputation. Finally, you should prepare elements of a  digital marketing plan aimed at building brand reputation, and consider the data and  analysis techniques that can be used to measure the success of these activities. 

Task 1 – Briefing document 

Digital Techniques 

In line with the theme you have selected for this assignment, you are required to carry  out the following. 

(a) Provide a background to your chosen organisation, including: 

• organisation name  

• organisation information – to include type of organisation, size of  organisation, range of products and services, customer base and  main competitors 

• stakeholders – summary of the organisation’s key internal and  external stakeholders 

• key customer segment – an overview of the selected key customer  segment 

• theme chosen and rationale for choice.

(b) Using examples from other organisations, illustrate best practice  application of TWO digital marketing tools, that could be used by your  chosen organisation. 

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