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MKT 265 Milestone Two Guidelines and Rubric Overview: 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 examine the social media platforms used by the brand you selected. You will discuss how these platforms are used to support the brand’s digital marketing strategy. Before recommending changes to a brand’s digital presence, it is important to review and analyze its current state. This will help inform changes and improvements in the new media campaign. Note: The ethical considerations section of critical element II has been intentionally omitted from this milestone. That section must be addressed when submitting the complete final project in Module Five. Specifically, the following critical elements must be addressed:

II. Social Media Platforms: In this section, you will examine the social media platforms used by the brand you selected. You will discuss how these platforms are used to support the brand’s digital marketing strategy.

A. Identify the social media platforms the brand uses and explain how they align to the brand’s target market. B. Describe how the brand uses each social media platform. Consider what the brand’s social media posts consist of or look like. C. Describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms. In other words, how

does a brand need to change a post between various social media platforms in order to communicate the same message?

III. Evaluating Digital Marketing Campaigns: Before recommending changes to a brand’s digital presence, you should review and analyze its current state. This analysis will help inform changes and improvements in the new media campaign.

A. Strengths 1. Determine which digital platforms would be most effective for the brand to use. Consider the overall brand, messaging strategy, and

other marketing activities. Be sure to cite examples. 2. Describe what the brand is doing well on digital media. Support your response with examples.

B. Weaknesses 1. Identify a platform that the brand is currently using for marketing and could be improved or utilized more effectively. Support your

response with examples. 2. Determine what the brand could improve on regarding its digital activity. Support your response with examples. 3. Describe how the brand could use research to better focus its digital activity.

Rubric Guidelines for Submission: Your paper should be a 1- to 2-page Microsoft Word document with double spacing, 12-pt. Times New Roman font, one-inch margins, and at least three sources cited in APA format. Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions.

Critical Elements

Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Social Media Platforms:

Social Media Platforms

Meets “Proficient” criteria, and explanation demonstrates an insightful awareness of how brands use social media to target specific markets

Identifies the social media platforms the brand uses and explains how they align to the brand’s target market

Identifies social media platforms, but not all are used by the company

Does not identify any social media platforms

10

Social Media Platforms:

Social Media

Meets “Proficient” criteria and demonstrates in-depth knowledge of the nuances of social media platforms

Describes how the brand uses each social media platform

Describes how the brand uses some social media platforms, or description is cursory or contains inaccuracies

Does not describe how the brand uses social media platforms

10

Social Media Platforms:

Modify

Meets “Proficient” criteria, and description offers keen insight into how the specifications of social media platforms impact messaging

Describes how the brand must modify posts in order to accommodate the differing functionalities of social media platforms

Describes how the brand must modify posts in order to accommodate the differing functionalities of social media platforms, but description is cursory or inaccurate

Does not describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms

10

Evaluating Digital

Marketing Campaigns: Platforms

Meets “Proficient” criteria and cites specific, relevant examples to establish which platforms are the most effective for the specific brand to use

Determines which digital platforms are most effective for the brand to use, citing examples

Determines which digital platforms are most effective for the brand to use, but response is cursory, or examples are inappropriate or nonexistent

Does not determine which digital platforms are most effective for the brand to use

10

Evaluating Digital

Marketing Campaigns: Doing Well

Meets “Proficient” criteria, and description is exceptionally clear and contextualized

Describes what the brand is doing well on digital media, supporting response with examples

Describes what the brand is doing well on digital media, but description is cursory, or examples are inappropriate or nonexistent

Does not describe what the brand is doing well on digital media

10

Evaluating Digital

Marketing Campaigns: Improved

Meets “Proficient” criteria, and use of examples demonstrates an in depth knowledge of how platforms can be fully utilized for marketing purposes

Identifies a platform the brand is currently using for marketing that could be improved or utilized more effectively, supporting response with examples

Identifies a platform the company is using that could be improved or utilized more effectively but response is cursory or examples are inappropriate or nonexistent

Does not identify which social media platforms the company is using that could be improved

10

Evaluating Digital

Marketing Campaigns:

Digital Activity

Meets “Proficient” criteria and draws insightful conclusions on how the brand could improve its digital activity

Determines what the brand could improve on regarding its digital activity, supporting response with examples

Determines what the brand could improve on regarding its digital activity, but response is cursory, or examples are inappropriate or nonexistent

Does not determine what the brand can improve on regarding its digital activity

10

Evaluating Digital

Marketing Campaigns:

Research

Meets “Proficient” criteria and offers nuanced insight into how research can inform a brand’s digital activity

Describes how the brand could use research to better focus its digital activity

Describes how the brand could use research better, but does not connect it to digital activity, or submission contains issues of clarity

Does not describe how the brand could use research to better focus its digital activity

10

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

20

Total 100%

Undergraduate Courses

Proficiency Level Conceptual Meaning Value

Exemplary Performance exceeds expectations as specified in the outcome or objective.

100%

Proficient Performance meets expectations as specified in the outcome or objective.

85%

Needs Improvement Performance approaches but does not meet expectations as specified in the outcome or objective.

55%

Not Evident Performance is not evident. 0%