Assignment Task
Q1.
Based on the conducted analysis, critically appraise the digital maturity of the selected company with an emphasis on online and offline channels of communication. Utilizing tools introduced during classes, conduct an audit of a digital footprint in its narrow perspective: website, SEO, SEM, mobile marketing, social media and mail marketing. Critically appraise the intensity and quality of user-generated content in terms of several KPIs: ie. followers, likes, comments, shares and tweets. Each time, debating please support your opinion based on gathered digital metrics. Please compare the same briefly with its 2 competitors.
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Define the existing business model of the analysed company. Recall briefly the idea of Digital Transformation Canvas (DTC) and debate if they are useful in the enhancing digital transformation of a company and if so, in which aspect? Explain how this framework works and how it is used to set aside its competitors and if it could contribute to differentiating analysed company against competitors?
Q3.
Having in mind trends in digital marketing and the specificity of company’s industry, please propose relevant Buyer Persona along activities and campaign(s) using DTC framework to digitally transform and boost significantly company’s market presence both in brick and mortar and click and mortar world. Assume your budget is not a restriction, however, any expenditure should be rationalized in ROI.
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