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, use your analysis of the brand’s current digital media presence to develop the framework for a new digital campaign. For your new campaign, describe relevant research methods, create a messaging strategy, describe the overall campaign, and relate the ethical and legal concerns that must be addressed.
Specifically, the following critical elements must be addressed:
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.
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
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