Overview
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:
1. How will you use digital marketing to enhance brand awareness ? (slide
1)
2. 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?
1. 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?
1. Describe the inbound marketing efforts. (slide 6)
• How can they help in brand awareness?
• Define the required content strategy for inbound marketing.
