Marketing MKT3151e1 Digital Marketing Part 2 Assignment 6 Na

Marketing Mkt3151e1digital Marketing Part 2 Assignment 6nametyp

There is a total of 4 short-answer questions; each worth 25 points. Respond to each as directed. Please “Save As” this file and include your name in place of “worksheet” before you upload to Moodle (file should be named: MKT3151_Assignment6_LastNameFirstName.doc).

Question 1

Choose a product or service (it can be anything from running shoes, a garden tool, cosmetic, car, etc.). Identify 3 companies that sell your selected product/service and “digitally explore” each as it relates to your selected product/service. By digitally explore, you can look at things such as:

• Their web site
• Any social media channel
• Email (if you are on their subscription list or don’t mind signing up—but this is not required)
• Advertisements (they will show up on your SERP and may even show up on other web sites if you visit their site and go somewhere else—this is retargeting)
• Any other place you can find such as a blog that references them or if they are advertised on Amazon, or another web site.

Compare and contrast between the 3 companies:

• What kinds of promotions are each company doing for the product/service?
• What do you observe that one or more of the companies are doing well (does it seem to have impact)?
• What do you observe that one or more of the companies are doing poorly?
• Overall, from a digital promotion effort, which company seems to be taking the lead?

Please include the following in your response:

• Name of the product/service
• Name of the three companies
• Your comparison of their efforts (3-4 paragraphs are fine)

Question 2

Many organizations have a marketing department and a public relations or communications department. Both of these departments need to use social media. Which department do you think should control the social media platforms for an organization? It doesn’t mean the other department cannot use the platforms at all; however, someone has to be in charge. Briefly describe your recommendation and why.

Type your response below (one to two short paragraphs will be sufficient).

Question 3

If a friend or family member told you they wanted your thoughts on them becoming a professional influencer, what would your advice be? Would you encourage or discourage them becoming an influencer? What’s the rationale for your answer? What recommendations would you make for how they would get started? What types of attributes would you tell them they need to have to be a successful influencer?

Type your response below (one to two short paragraphs will be sufficient).

Question 4

Choose a non-profit organization. Identify and describe 3-5 digital promotional activities/items that you would recommend to help the organization solicit a donation. Some or all of your promotional activities can work together as they would in a campaign, or they can be independent. Examples include:

• An email
• Display ad or some other type of advertisement
• Obtaining an influencer (who, what they could do and why they are good for the organization)
• Some type of digital content (see the weekly guide and your other materials for types of content). You would describe the content, what it conveys and where (channels) it would be distributed).

For each promotional activity, provide a thorough description, including messaging, content type, intent/purpose, audience, and why you think it would work. Please make sure to include your name at the top of this document and in the file name.

Paper For Above instruction

Choosing the right digital marketing strategies is pivotal for modern organizations, including non-profits and commercial entities alike. This analysis explores the digital promotional efforts for a specific product, discusses the management of social media within organizations, provides advice for aspiring influencers, and recommends digital promotional activities for a non-profit organization. Each section articulates strategic considerations and practical recommendations rooted in current digital marketing practices.

Question 1: Digital Exploration of Three Companies Selling Athletic Shoes

The selected product is athletic shoes, specifically running shoes. Three leading companies in this market are Nike, Adidas, and New Balance. These brands utilize diverse digital platforms and strategies to market their products. Nike’s website showcases a sleek, user-friendly interface emphasizing innovation and athlete sponsorships. Their social media presence is robust, with active Instagram, Twitter, and Facebook channels promoting product launches, athlete stories, and motivational content. Nike also employs aggressive retargeting ads, frequently reminding visitors of their browsing activity through personalized ads on various sites.

Adidas complements this digital strategy with a highly interactive website that features customizable shoes and immersive storytelling campaigns. Their social media channels are heavily focused on youth culture and collaborations with designers and influencers, which enhances brand engagement. Their advertising approach incorporates influencer endorsements, video campaigns, and partnerships that extend into other platforms like YouTube and TikTok, where dynamic visual content engages a younger demographic.

New Balance’s digital efforts are slightly more traditional but still effective. Their website highlights comfort and performance, with ongoing promotional campaigns. They maintain an active blog and utilize email marketing to inform subscribers about sales and new releases. Their social media presence is somewhat less aggressive than Nike and Adidas but still features product promotion and community engagement. They also leverage influencer partnerships but focus more on local sports teams and grassroots initiatives.

Comparing these three, Nike appears to lead in overall digital promotion, leveraging advanced targeted advertising, widespread social media engagement, and immersive storytelling that resonate broadly with consumers. Adidas excels with influencer collaborations and content that appeal to youth and urban markets. New Balance’s digital efforts are steady but less aggressive, focusing on brand loyalty through community-oriented campaigns. Nike’s comprehensive approach and innovative campaigns give it a competitive edge in the digital marketing landscape.

Question 2: Control of Social Media Platforms Between Marketing and Public Relations

I believe the marketing department should generally manage social media platforms, as they are primarily responsible for promoting products, campaigns, and brand messaging. While the public relations or communications department should have access to communicate on these platforms—particularly during crises or sensitive issues—the marketing team should coordinate the overall content strategy, advertising campaigns, and brand voice. This division ensures consistency, strategic alignment, and effective promotion of organizational goals while allowing PR to handle reputation management and crisis communications appropriately.

Question 3: Advice for Aspiring Influencers

I would encourage a friend or family member aspiring to become a professional influencer, provided they have a genuine passion and a clear niche, to pursue it with authenticity and strategic planning. Success depends on building trust and engaging audiences through meaningful content. Starting with a well-defined niche that aligns with their interests, they should focus on creating high-quality, consistent content and engaging actively with followers. Attributes such as authenticity, creativity, resilience, and the ability to adapt to platform trends are critical for lasting success. Additionally, cultivating a professional attitude and understanding the importance of analytics will help refine their approach and growth trajectory.

Question 4: Digital Promotional Activities for a Non-Profit Organization

For a non-profit organization dedicated to environmental conservation, I recommend the following digital promotional activities:

1. Email Campaign: Launch a targeted email series conveying compelling stories of impact, upcoming events, and donation opportunities. This content should be emotionally engaging, highlighting success stories, urgent needs, and clear calls to action. Segmenting the audience based on engagement levels allows personalized messaging, increasing the likelihood of donations.
2. Influencer Partnership: Collaborate with eco-conscious influencers and environmental activists who can amplify the organization’s message. These influencers can create authentic content—such as videos or posts—that showcase the organization's work, fostering trust and expanding reach to their followers.
3. Content Marketing and Social Media Campaigns: Develop engaging digital content such as infographics, videos, and success stories shared across platforms like Instagram, Facebook, and TikTok. Visual storytelling conveys the urgency of the cause and demonstrates tangible results, encouraging donations. Live streams of events or behind-the-scenes tours can foster transparency and community involvement.
4. Online Advertising: Invest in display ads and retargeting campaigns on relevant websites and social media platforms. These ads should feature compelling imagery and clear calls to action, directing viewers to donation pages or informational content.
5. Interactive Digital Campaigns: Create online challenges or petitions that encourage community participation and awareness. Gamification elements and shareable content increase engagement and widen the campaign’s reach, ultimately supporting donation efforts.

Each activity should be integrated into a cohesive campaign, leveraging storytelling, emotional appeal, and strategic outreach to motivate donations and build sustained engagement among target audiences. By employing these digital tactics, the organization could significantly enhance its fundraising efforts and mission awareness.

References

• Chaffey, D., Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routledge.
• Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page.
• Scarborough, N. M., & Im, S. (2014). Digital marketing strategies for non-profits. Journal of Nonprofit & Public Sector Marketing, 26(4), 275-297.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Weinberg, B. D. (2013). Brand new: How brands can begin the new year with a fresh new look. Journal of Brand Strategy, 2(4), 356-369.
• Fletcher, R., & Norris, T. (2014). Marketing: Concepts and Strategies. McGraw-Hill Education.
• Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
• Lee, K., & Youn, S. (2020). Impact of social media marketing activities on brand loyalty. Journal of Business Research, 122, 622-633.
• Kumar, V., & Petersen, A. (2018). Role of digital marketing in non-profits. Journal of Nonprofit & Public Sector Marketing, 30(2), 143-159.
• Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.