MKT 645 Final Project I Milestone Three

Overview: For this last milestone, which is due in Module Seven, you will submit a paper strategizing a new omnichannel marketing initiative for the Tate based
on the organization’s business goals, brand awareness, education, traffic, and sales. First, you will determine the tactics for the new initiative and create a competitive analysis showing how the Tate’s competitors are using online/digital channels
in their marketing campaigns. Next, you will determine the best way to reach the Tate’s new target audience by defining the new customer experience and
describing how the new initiative solves customer problems. Lastly, you will describe how analytics will be used to monitor the success of the new proposed
initiative. Prompt: Read Chapter 5 in The Art of Digital Marketing and pp. 107–165 in Marketing 4.0, and refer to your work on Final Project I Milestone Two and the
instructor feedback you received on that milestone. Now that we have covered more potential marketing channels, you will draft a 2- to 3-page paper that
articulates your proposed new initiative (or initiatives) using these channels. Specifically, the following critical elements must be addressed: III. Strategize New Initiative: Design a new initiative by doing the following: A. Referring to the goals (brand awareness, education, traffic, and/or sales): 1. Determine the tactics of the new initiative. 2. Do a competitive analysis showing how competitors are using online/digital. B. Determine best way to reach new target: 1. Illustrate how the new buyer persona is targeted in your strategy. Support your explanation with appropriate reasoning. 2. Express a value proposition by explaining how the new initiative solves customer problems IV. Measuring Effectiveness: Explain how you will measure the success of your initiative: B. Specify how analytics will be used to monitor (collect, analyze, measure, and report) the success of the new proposed initiative. Be sure to reference the course resources and your own research to support your responses. Incorporate instructor feedback on this milestone into your final
submission. Please make sure to make each critical element topic in the grading rubric is a header in the paper. I’ve attached the rubric as well as Milestone 2 for you to reference. Don’t worry about reading the pages in the book described above.