Question: Competency: Outline a cross-platform digital marketing plan that provides value and promotes engagement.
Scenario Information: Your small marketing consulting firm was recently hired by Costa's Customs. Costa's Customs is a clothing retail company considering a complete rebranding, as their current reputation is dated and no longer appealing to desired market segments. In the past, Costa's Customs experimented with digital marketing initiatives but the campaign had been poorly thought out and poorly implemented. The previous campaign had very little engagement and was a failure that turned management off from online marketing channels completely. Costa's Customs' current marketing strategy ignores all forms of digital marketing. They've come to your company for advice and recommendations for improving their marketing efforts. Your administrator has put together some preliminary research on Costa's Customs' background for you to look over. Click on the link below and read through it in order to familiarize yourself with the business.
Costa's Customs' Company Profile
Instructions: Before making any final decisions about a new campaign, Costa's Customs would like you to look over their last attempt at digital marketing. It was a complete failure, and Costa's Customs wants to know why in order to prevent similar mistakes from happening in the future. Your administrator has included details on a simplified version of Costa's Custom's digital marketing campaign, which you can find in the company profile. Read through the document and then write a report to highlight some of your observations both positive and negative. Costa's Customs' is looking for an initial analysis of the thought and strategy behind their last failed campaign. They are not looking for suggested improvements or changes, but are more focused on an ability to create a digital marketing plan that demonstrates consistency between sections.
The following should be completed in your report to Costa's Customs':
1. Identify strengths and weaknesses of the current situation analysis.
• Interpret the impact that each could have on the overall digital marketing campaign.
2. Determine whether the objectives are properly influenced by findings in the situation analysis.
• Interpret the impact that this could have on the overall digital marketing campaign.
• Support your opinion with observations from the company profile document.
3. Analyze the alignment and consistency between objectives, strategies, and tactics.
• Interpret the impact that this could have on the overall digital marketing campaign.
• Support your opinion with observations from the company profile document.
4. State your opinion on whether you believe this digital marketing plan provides value to the business and promotes engagement with customers.
• Include thoughts on if there is a proper balance between selling and branding initiatives.
• Support your opinion with observations from the company profile document.