BUS6A4 Digital Marketing Assessment 01 Brief | Wrexham University

Assessment Details

Task

Digital Brands Enhance the Customer Experience

Another reason it is essential to have a digital-first approach to branding is that consumers expect brands to be responsive on digital platforms. In fact, 60% consider it a bad customer experience if they don’t get a response after reaching out to a brand on a social network, and 84% expect a response within 24 hours. Furthermore, if customers are using social platforms like Facebook to reach out to you for satisfaction or resolution with a problem that is not attended to quickly, half will never do business with you again. 

Social media and other digital channels, on the other hand, offer more than an opportunity to perform necessary customer service functions, and a chance to communicate with your audience on a more human and dynamic level.

The brand interactions of the traditional age were static and one-way: a prospect might see your ad in a paper but would not be able to engage with you via that channel. Today, however, brand interactions happen in real-time, affording brands and their audiences with opportunities for two-way dialogues and meaningful exchanges.

Tasks

Write a report that addresses the following tasks:

• Outline the differences between Traditional and digital marketing and discuss the changes resulting in the marketing remix due to the emergence of digital businesses. Consider the following in your response – The changes leading to the 7Ps from the traditional 4Ps of Marketing [400 words]
• Critically evaluate how the RACE model facilitates Customer acquisition and re-engagement. Additionally, discuss the role of AI in customer retention. [400 words]
• Discuss the importance of digital analytics in digital business (e-business). Explain how a specific digital business such as Amazon can improve its customer journey, and omnichannel experience using the data collected. [400 words]
• Using Similarweb as a digital analytical tool, analyse the traffic data from the website Amazon.com. Interpret the results of your findings and make recommendations for improvement based on your results. [400 words]

Learning Outcomes for the Assessment

This item of assessment covers the following learning outcomes. For the full list of learning outcomes for the module, please refer to the Module Study Guide.

• Critically evaluate the impact of digital technologies and digital marketing tools on marketing activities.
• Critically evaluate the impact of digital technologies and digital marketing tools on marketing activities.