The digital marketing landscape is constantly changing, and companies must be nimble and able to develop, evaluate, and change their digital
marketing strategies in a short amount of time. Traditional marketing allowed marketers to create brand messaging and control how it was shared with an
audience. But now more than ever, control over what is said about a brand or product has been put into the hands of consumers. The internet, social media, and
mobile platforms have given rise to the voice of customers, and marketers have had to adapt.
Prompt: For this assignment, you will select a brand from the provided list and analyze its current digital marketing strategy. Begin by selecting a brand, doing
your analysis, and then answering the questions in the critical elements below
My selected brand: Harley-Davidson
Specifically, the following critical elements from Final Project I must be addressed:
I. The Brand’s Use of Digital Marketing: In this section, you will examine the current marketing strategies used by the brand you selected.
A. Describe the strategy the brand is using to position itself in digital media (social, mobile, and online). Support your description with examples.
B. Describe how the brand’s digital media strategy relates to its overall marketing campaign seen in print, television, and online. Support your
description with examples.
C. Examine whether the digital marketing activity aligns with the organization’s overall brand. Support your response with examples.
Sample Solution
The brand I selected is Clinique. Clinique has been a leader in the beauty and skincare industry for decades. To stay competitive, they have adopted an effective digital marketing strategy to reach their current and potential customers.
Clinique uses social media platforms such as Instagram, Facebook, Twitter, and YouTube to connect with consumers. On these platforms they post content that showcases their products while also providing helpful advice to users on how to use them properly. Additionally, they hold weekly giveaways on social media and feature influencers who promote their brand through videos or blog posts on their profiles. They are also active in running campaigns that celebrate different milestones like International Women’s Day or Christmas season where they give out special discounts to customers who make purchases online or via their app.