Fundamental Change in Marketing Methods Driven by Technology - Marketing Assignment Help

Assignment Task:

Task:

Question One

There is a fundamental change in marketing methods driven by technology and this has been shown in the growth of digital marketing. According to the Internet Advertising Bureau (IAB) in the UK in 2017 spend on digital advertising accounted for over half of total advertising spend.

Some believe that measurability is key to the attractiveness of digital channels.

Discuss this benefit and other features and attributes that have fuelled the growth in the use of digital marketing.

Question Two

You have been appointed as digital marketing consultant to a national ‘green’ energy supplier who offer a range of energy efficiency home improvements such as solar panels, ground source and air source heating systems. One of your first observations is that head office keeps very little information on any customers.

All customer leads they receive, whether via website registration or phone, are forwarded to the local installation franchisees. In trying to develop the targeting strategy you realise that you need to consider your data capture and insight strategies.

Write a report explaining why you need quality customer data and insight in order to plan and implement an effective digital marketing strategy.

Outline the different types of data that should be collected, and the processes, technology and capabilities that the organisation needs in order to generate and apply it.

Question Three

The purpose of a loyalty programme is not just keeping customers - it is to maximise their value.

Explain what you understand by “loyalty” and discuss some of the different ways in which customer value might be maximised using examples of loyalty programmes with which you are familiar.

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