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Marketing in the digital age

Marketing in the digital age is very dynamic; it is necessary to monitor multiple digital channels and platforms to engage with your target audience without missing any opportunity. Digital channels and platforms are measurable and allow for monitoring performance of your marketing efforts in real time.

As a regional marketing director in the course scenario, you are tasked with designing a phased marketing strategy for reopening the park. You have already done an analysis of brand implications and have identified suitable traditional marketing methods to address the marketing needs for park reopening. As the organization has chosen a blended approach (traditional plus digital) for marketing, your CMO wants you to create a digital marketing strategy to go with the traditional marketing strategy you already determined.

Prompt
Create a narrated PowerPoint presentation to help other directors in the scenario understand the importance of digital marketing for brand awareness. Create speaker notes, if necessary, for each slide. Specifically, you need to address the following criteria:

How will you use digital marketing to enhance brand awareness ? (slide 1)
Identify two digital marketing methods that can be used for brand awareness and support with reasons. (slides 2–3)
Define short-term and long-term goals for brand awareness in the digital marketing strategy.
How will you determine the balance between the digital and traditional marketing?
How will the identified methods help you reach the target audience?
How will you measure the performance of your marketing efforts?
Use search engine optimization (SEO) to improve search performance. (slides 4–5)
Identify five keywords you will use to improve web search performance, and justify your strategy for keyword selection.
How will you redesign or rewrite the content of your website to support SEO strategy?
Describe the inbound marketing efforts. (slide 6)
How can they help in brand awareness?
Define the required content strategy for inbound marketing.

Sample Solution

levant IT software can relieve pressure save time and increase accuracy however the scope of the role would be far greater. 3.3 Analyse key factors & trends impacting on a school: See Appendix 2: Political: Brexit is causing a lot of uncertainty with our European students and teachers; Brexit could cause a significant reduction in students from across Europe and reduce the diversity in schools also increase in staffing problems due to the lack of teachers from European countries filling in posts, teachers who bring new cultures and approaches to our schools and community. With so much turmoil in the government school policies like the national funding formula has been pushed back. Economic: The rise in the minimum wage enables families to have more disposal income, therefore working extra hours or a second job may not be necessary which enables parents to devote more time to their children’s schooling and activities. Social: Schools are adopting specific behaviours to improve outcomes for disadvantaged pupils, implementing community centered strategies for parent involvement, monitoring of progress and providing individual learning support; schools have systems in place for early identification and intervention. Pupil premium awarded to raise attainment and also different strategies are used to engage with the disadvantaged families to increase parental engagement and improve academic performance. Technological: Smart apps and devices are fast and furious, schools are confronted with challenging issues from online risks such as violation of privacy or fraud, schools are expected to educate children by raising awareness about these risks and how to avoid them, however budget restrictions is causing to be a barrier on latest ICT equipment and software. 3.4 Explain how a range of analytical tools can be used to investigate & address key management issues within a school: Using analytical tools widens the approach of thinking, enabling SBMs to solve a problem, be predictive and be implementable. I believe the aim of using analytical tools is to sharpen the focus of the analysis and to ensure methodical, balanced approach, e.g. SWOT- helps to focus on internal and external factors, which SBMs can use to identify issues as well as barriers and solutions, useful to spot danger and improve weakness. PESTLE tool can be used to analyse various external factors, which impact schools.
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