Boston University Starbucks Digital Marketing Strategy Research Paper

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CherAbbo

Writing

MKT 265

Boston University

MKT 265

Description

the paper should be 2 pages (excluding the title and references pages) Microsoft Word document with double spacing, 12-pt. Times New Roman font, one-inch margins, and at least three sources cited in APA format.

select a brand from the provided list and analyze its current digital marketing strategy. Begin by selecting a brand, doing your analysis, and then answering the questions in the critical elements below:

Starbucks  Microsoft  TED Talks  Doritos  Burberry  Nike  Oreos  Denny’s  Pampers  Netflix  Dove  Honest Tea  ADT  Taco Bell  Beats by Dre  Reese’s  Krylon Spray Paint  MasterCard  Prudential  Target  IKEA  Lego  Harley-Davidson

Specifically, the following critical elements from Final Project I must be addressed:

I. The Brand’s Use of Digital Marketing: In this section, you will examine the current marketing strategies used by the brand you selected.

A. Describe the strategy the brand is using to position itself in digital media (social, mobile, and online). Support your description with examples.

B. Describe how the brand’s digital media strategy relates to its overall marketing campaign seen in print, television, and online. Support your description with examples.

C. Examine whether the digital marketing activity aligns with the organization’s overall brand. Support your response with examples.

instruction is under the file named MKT-265

Unformatted Attachment Preview

MKT 265 Milestone One 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 select a brand from the provided list and analyze its current digital marketing strategy. Begin by selecting a brand, doing your analysis, and then answering the questions in the critical elements below:           Starbucks Microsoft TED Talks Doritos Burberry Nike Oreos Denny’s Pampers Netflix      Dove Honest Tea ADT Taco Bell Beats by Dre     Reese’s Krylon Spray Paint MasterCard Prudential     Target IKEA Lego Harley-Davidson Specifically, the following critical elements from Final Project I must be addressed: I. The Brand’s Use of Digital Marketing: In this section, you will examine the current marketing strategies used by the brand you selected. A. Describe the strategy the brand is using to position itself in digital media (social, mobile, and online). Support your description with examples. B. Describe how the brand’s digital media strategy relates to its overall marketing campaign seen in print, television, and online. Support your description with examples. C. Examine whether the digital marketing activity aligns with the organization’s overall brand. Support your response with examples. Rubric Guidelines for Submission: Your paper should be a 2- to 3-page (excluding the title and references pages) Microsoft Word document with double spacing, 12-pt. Times New Roman font, one-inch margins, and at least three sources cited in APA format. Critical Elements Proficient (100%) The Brand’s Use of Digital Marketing: Digital Media Describes the strategy the brand is using to position itself in digital media, supporting the description with examples Needs Improvement (55%) Not Evident (0%) Describes the strategy the brand is Does not describe the strategy using to position itself in digital the brand is using to position media, but description is cursory itself in digital media or examples are either inaccurate or nonexistent Value 30 Critical Elements Proficient (100%) Needs Improvement (55%) The Brand’s Use of Digital Marketing: Overall Marketing Campaign Describes how the brand’s digital media strategy relates to its overall marketing campaign, supporting the description with examples Describes how the brand’s digital media strategy relates to its overall marketing campaign, but description is cursory or examples are either inaccurate or nonexistent Does not describe how the brand’s digital media strategy relates to its overall marketing campaign 30 The Brand’s Use of Digital Marketing: Overall Brand Examines whether the digital marketing activity aligns with the organization’s overall brand, supporting the examination with examples Examines whether the digital marketing activity aligns with the organization’s overall brand, but response is cursory or examples are either inaccurate or nonexistent Does not examine whether the digital marketing activity aligns with the organization’s overall brand 30 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 10 Articulation of Response Not Evident (0%) Value Total 100%
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Explanation & Answer

Attached.

Running Head: STARBUCKS DIGITAL MARKETING STRATEGY

Starbucks Digital Marketing Strategy
Student's Name
Institutional Affiliation
Date of Submission

1

STARBUCKS DIGITAL MARKETING STRATEGY

2

Starbucks Digital Marketing Strategy
Starbucks is a recognized brand known for its strength in marketing and the commitment
to maintaining their brand consistency. The company is among the most engaging brands on
online and prioritizes social media pages to interact with clients and market its products. In
particular, it has more than 37.2 million likes on Facebook, 11.9 million Twitter followers, about
153k YouTube subscribers, and approximately 16 million Instagram fans. Starbucks markets its
products and communicates with its clients on its Facebook platform by posting photos that
involve updates on their latest products. The posts are always colorful, bright, and quirky. The
company also uploaded videos over 60 videos and promoted some of them which received high
engagement. The videos featured the company’s employees making their famous brews and
relaunching their beverages. The Company also promoted content on its second season video
campaign known as Upstanders featuring a series of original stories of Americans who made a
difference to their community (Pratap, 2020).
Moreover, Starbucks also uses Twitter to gain followers and interact with its customers.
The proactive tweets by the brand demonstrate...


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