Digital Marketing Campaign – pt 2

Part two of the Key Assignment is to update your draft based on
instructor and peer feedback and to add information about data that are
needed to support business-to-business (B2B) and business-to-consumer
(B2C) use of interactive media. Based on feedback from other students
and your instructor, revise any sections of your Key Assignment draft.

Rosa has asked you to explain the data that she needs to be
maintained in a customer database. Her objective is to learn more about
her B2C and B2B customers and to build and sustain great customer
relationships. In addition, Rosa is wondering how to measure the
effectiveness of the new media strategies. Add a section to the end of
the marketing plan called Data and Promotional Effectiveness. Include the following in a 500-word addition to your marketing plan:

• Provide a brief discussion about why adding data and customer information is important.
• Include a suggestion of at least 3 pieces of information that
  should be captured and managed to improve customer relationships.
  Discuss how to use the information in the future to interact with
  customers.
• Include a brief discussion of why measuring the results of promotional efforts is important.
• Describe at least 2 methods of measuring the results of social media and mobility marketing efforts.
• Add a section of 300 words to the marketing plan called Recommendations, and briefly summarize what you believe Rosa should do to add social media and mobility marketing.

The complete promotional plan should be 2,800–3,800 words. Make
certain that you add section headers so that Rosa can quickly find
information within the plan. Your plan should be outlined as follows:

• Title page
• Executive summary
• Overview of the company
• Strengths, weaknesses, opportunities, and threats (SWOT) analysis
• Customer analysis
• Promotional plan
• Data and promotional effectiveness
• Recommendations
• Reference page