MKT 265 Final Project

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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.

For your final project you will select a brand from a provided list and analyze its current digital marketing strategy. Using this written analysis

(Final Project I), you will then develop a digital marketing plan (Final Project II). This plan will show where the brand’s strengths and weaknesses are within its digital marketing presence. Referencing your findings, you will develop recommendations for how the brand can improve its digital marketing strategies and ensure it is using these platforms effectively. This process is vital in the marketing field, as it is through constant review and analysis that marketers are able to make informed decisions regarding strategies.

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MKT 265 Final Project I 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. For your final project, you will select a brand from a provided list and analyze its current digital marketing strategy. Using this written analysis (Final Project I), you will then develop a digital marketing plan (Final Project II). This plan will show where the brand’s strengths and weaknesses are within its digital marketing presence. Referencing your findings, you will develop recommendations for how the brand can improve its digital marketing strategies and ensure it is using these platforms effectively. This process is vital in the marketing field, as it is through constant review and analysis that marketers are able to make informed decisions regarding strategies. The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Two and Three. The final product will be submitted in Module Five. In this assignment, you will demonstrate your mastery of the following course outcomes:      Determine the appropriate digital marketing platforms for supporting effective marketing strategies Determine the role of market research in developing strategic digital marketing plans Analyze digital marketing campaigns for determining their role in effective marketing communications Develop digital marketing plans that align with organizations’ larger marketing strategies Examine digital marketing activities for identifying and addressing possible legal and ethical implications in digital marketing Prompt For your written analysis, you will select a brand and conduct an analysis of the brand’s digital marketing strategies. Using your analysis, you will suggest improvements and develop the framework for a new digital marketing campaign that communicates the brand’s message. Select one of the following brands to analyze:    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 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. II. Social Media Platforms: In this section, you will examine the social media platforms used by the brand you selected. You will discuss how these platforms are used to support the brand’s digital marketing strategy. A. Identify the social media platforms the brand uses and explain how they align to the brand’s target market. B. Describe how the brand uses each social media platform. Consider what the brand’s social media posts consist of or look like. C. Describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms. In other words, how does a brand need to change a post between various social media platforms in order to communicate the same message? III. Evaluating Digital Marketing Campaigns: Before recommending changes to a brand’s digital presence, you should review and analyze its current state. This will help inform changes and improvements in the new media campaign. A. Strengths 1. Determine which digital platforms would be most effective for the brand to use. Consider the overall brand, messaging strategy, and other marketing activities. Be sure to cite examples. 2. Describe what the brand is doing well on digital media. Support your response with examples. B. Weaknesses 1. Identify a platform that the brand is currently using for marketing and could be improved or utilized more effectively. Support your response with examples. 2. Determine what the brand could improve on regarding its digital activity. Support your response with examples. 3. Describe how the brand could use research to better focus its digital activity. 4. Identify current legal and ethical concerns about the brand’s current digital marketing strategy. Support your response with examples. IV. Creating Digital Marketing Campaigns: Using your analysis of the brand’s current digital media presence, develop the framework for a new digital campaign. A. Describe the types of research that could inform a social media, online, and mobile campaign. B. Create a messaging strategy for the overall campaign, including examples to demonstrate content and tone. C. Referring to the digital platforms you determined to be most effective for the brand to use, describe the overall media campaign, including campaign goals. D. Describe ethical and legal concerns that will need to be addressed. Milestones Milestone One: The Brand’s Use of Digital Marketing In Module Two, you will submit critical element I of Final Project I. This milestone will be graded with the Milestone One Rubric. Milestone Two: Social Media Platforms and Evaluating Digital Marketing Campaigns In Module Three, you will submit critical elements II and III of Final Project I. This milestone will be graded with the Milestone Two Rubric. Final Project I Submission: Written Analysis In Module Five, you will submit the final version of Final Project I. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project I Rubric. Deliverables Milestone Deliverable One The Brand’s Use of Digital Marketing Two Social Media Platforms and Evaluating Digital Marketing Campaigns Final Submission: Written Analysis Module Due Grading Two Graded separately; Milestone One Rubric Three Graded separately; Milestone Two Rubric Five Graded separately; Final Project I Rubric Final Project I Rubric Guidelines for Submission: Your written analysis should be a 4- to 5-page Microsoft Word document, double spaced, with 12-pt. Times New Roman font, oneinch margins, and APA formatting. Critical Elements The Brand’s Use of Digital Marketing: Digital Media Exemplary (100%) Meets “Proficient” criteria, and description is exceptionally clear and contextualized Proficient (85%) Describes the strategy the brand is using to position itself in digital media, supporting description with examples The Brand’s Use of Digital Marketing: Overall Marketing Campaign Meets “Proficient” criteria, and description offers a nuanced insight into how digital media strategies relate to overall marketing campaigns Describes how the brand’s digital media strategy relates to its overall marketing campaign, supporting description with examples The Brand’s Use of Digital Marketing: Overall Brand Meets “Proficient” criteria, and use of examples demonstrates sophisticated insight into the organization’s overall brand Examines whether the digital marketing activity aligns with the organization’s overall brand, supporting examination with examples Social Media Platforms: Social Media Platforms Meets “Proficient” criteria, and explanation demonstrates an insightful awareness of how brands use social media to target specific markets Identifies the social media platforms the brand uses and explains how they align to the brand’s target market Needs Improvement (55%) Describes the strategy the brand is using to position itself in digital media, but description is cursory or, examples are inaccurate or nonexistent Describes how the brand’s digital media strategy relates to its overall marketing campaign, but description is cursory, or examples are inaccurate or nonexistent Examines whether the digital marketing activity aligns with the organization’s overall brand, but response is cursory, or examples are inaccurate or nonexistent Identifies social media platforms, but not all are used by the company Not Evident (0%) Does not describe the strategy the brand is using to position itself in digital media Value 4.2 Does not describe how the brand’s digital media strategy relates to its overall marketing campaign 4.2 Does not examine whether the digital marketing activity aligns with the organization’s overall brand 5 Does not identify any social media platforms 6.3 Social Media Platforms: Social Media Meets “Proficient” criteria and demonstrates in-depth knowledge of the nuances of social media platforms Meets “Proficient” criteria, and description offers keen insight into how the specifications of social media platforms impact messaging Describes how the brand uses each social media platform Meets “Proficient” criteria and cites specific, relevant examples to establish which platforms are the most effective for the specific brand to use Meets “Proficient” criteria, and description is exceptionally clear and contextualized Determines which digital platforms are most effective for the brand to use, citing examples Evaluating Digital Marketing Campaigns: Improved Meets “Proficient” criteria, and use of examples demonstrates an in depth knowledge of how platforms can be fully utilized for marketing purposes Evaluating Digital Marketing Campaigns: Digital Activity Meets “Proficient” criteria and draws insightful conclusions on how the brand could improve its digital activity Identifies a platform the brand is currently using for marketing that could be improved or utilized more effectively, supporting response with examples Determines what the brand could improve on regarding its digital activity, supporting response with examples Evaluating Digital Marketing Campaigns: Research Meets “Proficient” criteria and offers nuanced insight into how research can inform a brand’s digital activity Social Media Platforms: Modify Evaluating Digital Marketing Campaigns: Platforms Evaluating Digital Marketing Campaigns: Doing Well Describes how the brand must modify posts in order to accommodate the differing functionalities of social media platforms Describes what the brand is doing well on digital media, supporting response with examples Describes how the brand could use research to better focus its digital activity Describes how the brand uses some social media platforms, or description is cursory or contains inaccuracies Describes how the brand must modify posts in order to accommodate the differing functionalities of social media platforms, but description is cursory or inaccurate Determines which digital platforms are most effective for the brand to use, but response is cursory, or examples are inappropriate or nonexistent Describes what the brand is doing well on digital media, but description is cursory, or examples are inappropriate or nonexistent Identifies a platform the company is using that could be improved or utilized more effectively but response is cursory or examples are inappropriate or nonexistent Determines what the brand could improve on regarding its digital activity, but response is cursory, or examples are inappropriate or nonexistent Does not describe how the brand uses social media platforms 6.3 Does not describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms 4.2 Does not determine which digital platforms are most effective for the brand to use 6.3 Does not describe what the brand is doing well on digital media 4.2 Does not identify which social media platforms the company is using that could be improved 6.3 Does not determine what the brand can improve on regarding its digital activity 4.2 Describes how the brand could use research better, but does not connect it to digital activity, or submission contains issues of clarity Does not describe how the brand could use research to better focus its digital activity 8.4 Evaluating Digital Marketing Campaigns: Current Legal and Ethical Concerns Meets “Proficient” criteria and demonstrates a complex grasp of the legal and ethical considerations associated with digital marketing strategies Identifies current legal and ethical concerns about the brand’s current digital marketing strategy, supporting response with examples Creating Digital Marketing Campaigns: Inform Meets “Proficient” criteria, and description demonstrates a nuanced understanding of the relationship between research and digital marketing campaigns Meets “Proficient” criteria, and examples provided create a plausible, comprehensive messaging strategy Describes the types of research that could inform a social media, online, and mobile campaign Meets “Proficient” criteria, and the connection between digital platforms and campaign goals demonstrates insight into effective media campaigns Meets “Proficient” criteria and demonstrates an astute ability to recognize where issues of legality and ethics will need to be addressed Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-toread format Describes the overall media campaign, including campaign goals, based on the digital platforms determined to be most effective Describes the ethical and legal concerns that will need to be addressed Creating Digital Marketing Campaigns: Messaging Strategy Creating Digital Marketing Campaigns: Overall Media Campaign Creating Digital Marketing Campaigns: Ethical and Legal Concerns Articulation of Response Creates a messaging strategy for the overall campaign and includes examples to demonstrate content and tone Submission has no major errors related to citations, grammar, spelling, syntax, or organization Identifies legal and ethical concerns about the brand, but response is cursory or lacks connections to the brand’s current digital marketing strategy, or examples are inappropriate or nonexistent Describes the types of research that could inform a social media, online, and mobile campaign, but descriptions are cursory or inaccurate Does not identify current legal and ethical concerns about the brand’s current digital marketing strategy 8.4 Does not describe the types of research that could inform a social media, online, and mobile campaign 8.4 Creates a messaging strategy for the overall campaign, but strategy is illogical or does not include examples that demonstrate content and tone Describes the overall media campaign, but description is cursory or lacks connections to campaign goals or determined digital platforms Describes the ethical and legal concerns that will need to be addressed, but description is cursory or inaccurate Does not create a messaging strategy 5 Does not describe the overall media campaign 5 Does not describe the ethical and legal concerns that will need to be addressed 8.4 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 5.2 Total 100% MKT 265 Milestone One Aaron Shriver The brand I chose is Doritos, I have always been impressed with the way they can market a chip. Doritos year after year conquers the Superbowl commercials, they have got their product into one of the biggest fast food chains, and they dominate the social media markets. Doritos continues to be Frito-Lay’s biggest brand since they debuted in 1966. Doritos stretches across many digital media platforms to position there marketing strategy. They are very prominent on Instagram with 693K followers, Twitter is close behind with 622K followers, but when it comes to reaching the customer their Facebook page has over 16 million likes. This past July Doritos cashed in on another company’s promotion to help their Digital media. Across all platforms on Amazon Prime Day, Doritos offered 30% off all of their brands if purchased through Amazon. They knew the traffic that visits Amazon on prime day and they capitalized on it. Right now, they are running a promotion on all their digital media sites called Doritos Bowl 2018 where they have partnered with the hot video game Call of Duty: Black Ops 4. This promotion ends with a big showdown on October 27th. The brands digital media strategy is right in tune with Doritos overall marketing strategy, and you don’t have to look to far to see that. Actually, you only need to watch television on one day a year to see the marketing strategy for Doritos. Super Bowl Sunday has become a marketer dream and nightmare at the same time, but if your Doritos no need to worry. For the last decade Doritos has controlled and dominate the Super Bowl commercial game. One of the biggest success that Doritos saw was in 2006 when they introduced ‘Crash The Super Bowl” Doritos didn’t have to do anything, but review videos. They put the biggest marketing day of the year in the hands of their customers. They used a consumer generated video as their Super Bowl ad. Still to this day is has been the most successful consumer generated content campaign in the Super Bowl. Then in 2011 Doritos made a compilation of the best ads of past “Crash The Super Bowl” contest. Still to this day “Crash The Super Bowl” is Doritos most successful marketing campaign in the brands history. I think that Doritos digital marketing activity goes hand in hand with their overall brand. They involve their consumers in all their marketing, from user generated ads to sponsored game tournaments. The consumer is there brand, the consumer eats the product. One example I think of when I think about Doritos and marketing is that they got their product in one of the nations leading fast food restaurants Taco Bell. Now you see the Doritos logo on the Taco Bell app, and website. Ordering fast food via your phone is quickly becoming a new trend, and now Doritos has found another way to get their name and logo on your mobile device. So, the marketing team at Doritos has probably been under budget with the way Taco Bell now markets for them and all the consumer generated media they use as well. Reference: Burstein, D. (2012, February 3). 5 Lessons In Participatory Marketing From Doritos’ “Crash The Super Bowl” And CMO Ann Mukherjee. Retrieved from https://www.fastcompany.com/1679605/5-lessons-in-participatory-marketing-from-doritoscrash-the-super-bowl-and-cmo-ann-mukherjee Millwood, A. (2018, February 3). Why Doritos Marketing Strategy Made Super Bowl History. Retrieved from https://www.yotpo.com/blog/how-doritos-wins-every-super-bowl-with-ugc/ Schultz, E.J. (2013, March 6). Doritos Launches First Global Campaign. Retrieved from https://adage.com/article/news/doritos-launches-global-campaign/240173/ DIGITAL MARKETING FOR DORITOS Digital Marketing for Doritos Aaron Shriver Southern New Hampshire University 9/23/18 DIGITAL MARKETING FOR DORITOS 2 Doritos is an American brand of tortilla chips produced by Frito-Lay and owned by PepsiCo ("About Us | Doritos," n.d.). It is one of the most dominant ready to consume snack available globally. The brand has maintained this position through various innovative product promotional strategies and research based on client satisfaction. This paper, therefore, discusses and evaluates the digital marketing strategies of the Doritos brand. The marketing strategies adopted by a company determine how its products compete with others that have similar features and targeting the same market. Doritos advertises its products on social media platforms whereby it uses the Periscope, Twitter, Facebook, Snap Chat, YouTube, Vine, and Instagram platforms. On the platforms, the Doritos uses a user-generated content (UGC) that is aimed at creating a positive perception of the product ("Doritos leverages social platform Periscope for live roulette-style game," 2016). UGC involves hosting a chance –based game show on live-streaming service Periscope called "Crash the Super Bowl,” along with a team game on Twitter. The focus here is to promote its Roulette chips and connect with the target market, and particularly the younger male population. In the game, Doritos requests its fans to send a 30-second Doritos spot then a panel selects ten videos that enter a final round. The Doritos fans globally are given an opportunity to vote and select a winner through other social media platforms ("Doritos – Integrating Social Media with Advertising Strategy – Social Strategy Ltd," n.d.). On the social media conversations about Roulette uses the sharing possibilities. On Twitter, for instance, users are required to tag three friends with #DoritosRoulette ("Doritos (@Doritos) on Twitter," n.d.). Periscope is the latest and hottest social media, and the inclusion DIGITAL MARKETING FOR DORITOS 3 of a roulette-style game-play makes the social media advertising valuable since it leverages the immediacy of the social media and enhances the chances of fan engagement. The winner announcements are made on the Vine and other social media platforms. On Facebook, the Doritos announced Ryan Anderson as the winner of the Super Bowl “It's the future! Huge congrats to Ryan Andersen, director of the ad "Time Machine," for winning Doritos Crash the Super Bowl-- and $1 MILLION DOLLARS! ("Doritos," n.d.). The winner was also featured on other social media platforms. The posts on social media can be modified to cover all activities of the company. The posts should include nutrition composition of the products to educate. Also, live coverage of the production should be included to show the customers how the production is done as a proof of quality products. The most effective social media advertising platforms for the Doritos are the Twitter and the Facebook. These platforms have the greatest number of subscribers in the world making hence they have a large target market coverage. The messaging strategy of Twitter is to attract followers through the use of images and the use of simple and appealing hashtags. For example, #DoritosRoulette ("Doritos (@Doritos) on Twitter," n.d.). On Facebook, the company uses videos and images of their products to attract customers ("Doritos," n.d.). Facebook is the most effective advertising platform since it has a bigger number of followers compared to the Twitter. On Facebook, the brand is doing well on the messages, images, and videos it uploads. Messages are clear and precise. Images and videos are of high definition, and the messages are displayed so clearly. More so, they are entertaining. DIGITAL MARKETING FOR DORITOS 4 The Doritos need to improve their advertising on SnapChat this is because their prevalence on SnapChat is low keeping SnapChat users with little information on SnapChat. For example, even with the many SnapChat subscribers globally, the Doritos have a small number of followers. Finally, the Doritos can improve digital marketing through direct customer involvement in their social media posts. For example, their social media platforms should feature images of customers consuming their products, as well as their feedback. This would help alter the perception of the target market. They should conduct research such as SWOT analysis to identify their strengths to major on them. Research would help them identify marketing opportunities and invest in them (Phadermrod, Crowder, & Wills, 2016). Also, identification of weakness and threats facing the company will help them come up with measures to counter them. DIGITAL MARKETING FOR DORITOS References About Us | Doritos. (n.d.). Retrieved from https://www.doritos.com/about-us Doritos (@Doritos) on Twitter. (n.d.). Retrieved from https://twitter.com/Doritos?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5 Eauthor Doritos leverages social platform Periscope for live roulette style game. (2016, June 27). Retrieved from https://wearefetch.com/all-blog/our-news/doritos-leverages-socialplatform-periscope-for-live-roulette-style-game/ Doritos – Integrating Social Media with Advertising Strategy – Social Strategy Ltd. (n.d.). Retrieved from https://social-strategy.co/doritos-integrating-social-media-withadvertising-strategy/ Doritos. (n.d.). Retrieved from https://web.facebook.com/doritos/?brand_redir=24497276164&_rdc=1&_rdr Phadermrod, B., Crowder, R. M., & Wills, G. B. (2016). Importance-Performance Analysis based SWOT analysis. International Journal of Information Management. doi:10.1016/j.ijinfomgt.2016.03.009 5
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