Digital Marketing - Appraise the Digital Maturity - Digital Business Canvas - Marketing Assignment Help

Assignment Task :

Introduction instructions:
Using the tools Students have been exposed to during Digital Marketing classes, conduct a profound digital audit and competitors’ analysis of a selected brand (ideally your PAW), followed by an assessment of brick- and-mortar experience and customer’s multi-channel journey across diverse touchpoints. Assess the company’s presence within owned, paid and earned marketing channels of communication. Kindly note that not only social media profiles are important, but to the audit of a website and its metrics are as well required.

Reflective Paper:
Q1.  Based on the conducted analysis, critically appraise the digital maturity of the selected company with an emphasis on online and offline channels of communication. Utilizing tools introduced during classes, conduct an audit of a digital footprint in its narrow perspective: website, SEO, SEM, mobile marketing, social media and mail marketing. Critically appraise the intensity and quality of user-generated content in terms of several KPIs: ie. followers, likes, comments, shares and tweets.
Each time, debating please support your opinion based on gathered digital metrics. Please compare the same briefly with its competitors.
 

Q2.  Define the existing business model of the analysed company. Recall briefly the idea of Digital Business Canvas (DBC) and debate if they are useful in the enhancing digital transformation of a company and if so, in which aspect? Explain how this framework works and how it is used to set aside its competitors and if it could contribute to differentiating analysed company against competitors?
 

Q3.  Having in mind trends in digital marketing and the specificity of company’s industry, please propose relevant activities and campaign(s) using DBC framework to digitally transform and boost significantly company’s market presence both in brick and mortar and click and mortar world. Assume your budget is not a restriction, however, any expenditure should be rationalized in ROI.

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