1. Market Planning

"The current approaches to integration of marketing communications generally aren't sufficient. Marketers will need to use more sophisticated approaches to connect digital and physical touchpoints. Plus, they will shift their focus from the integration of brand image to the unification of each customer's experience. The use of individual customer data will enable a continuous customer dialogue." (DigiMarketing, Kent Wertime and Ian Fenwick)

a. The above quote is from a book written in 2008 about the future of digital marketing. Explain this quote, its significance to marketers and how it relates to digital marketing today.

b. Describe and explain what you have to consider to successfully implement an "integrated" marketing plan or program? Think about the total "user experience".

2. Mobile Marketing and eCommerce

There is a lot "buzz" about how smartphones and tablets have become increasingly important for e-Commerce (aka - m-commerce, mobile commerce).

a. Research this trend and, using the latest information, describe what is happening, and why.

b. As an eMarketer, what do you have to consider when designing websites, marketing programs and promotions to take advantage of the mobile trend?

3. The Big Picture Tie-down

Pretend - The shoe is on the other foot - you are an "eMarketing and web development partner" that has been selected by the marketing managementteam of a spa business  to create and launch a new website. You are NOT the marketing manager in this scenario.

List at least 10 questions you would want or need to ask in order in order to get your assignment accomplished, and explain why each of the questions is important to you (as the developer).