IT2863 Digital Marketing Tutorial 2 PDF

Tutorial 2 Digital Landscape & Digital Consumers ===================================== 1. List and describe any three Business-to-Consumer (B2C) Business Models with examples. **4. Portal** **5. Transaction Broker** **6. Market Creator** **7. Service Provider** 2. Describe the changing...

Tutorial 2 Digital Landscape & Digital Consumers ===================================== 1. List and describe any three Business-to-Consumer (B2C) Business Models with examples. **4. Portal** **5. Transaction Broker** **6. Market Creator** **7. Service Provider** 2. Describe the changing business landscape for online business models and how it is brought about by technological convergence. 3. What are disruptive technologies? 4. Describe the community effects on digital consumers. 5. What are the benefits for companies from participating in and influencing conversations on social networks? - **Raise brand awareness** - **Improve favourable perception of a brand/product/service** - **Increase customer acquisition (another channel to gain potential customers)** - **Maintain customer loyalty through constant engagement with consumers** - **Create user advocacy by encouraging conversations around the brand/product/service** - **Create word-of-mouth marketing opportunities** - **Increase consumer engagement with the brand** 6. Define consumer behaviour in the context of digital marketing. 7. Consider the company Lazada and apply the concept of consumer buying process by illustrating what the company would do at each stage. 8. Explain what persona is and devise 2 personas a company like SingTel, a local Telecommunications Company, can consider while building their digital marketing strategy. - **Young working adult** - **Needs stable connectivity for mobile phone** - **Affordable** - **High mobile data** - **Laptop connectivity** - **Need good broadband service at home** - **Singtel market some package for good mobile data plan with home broadband** - **TV service** - **Good connectivity at home to watch programmes** - **Good customer service** - **Singtel market to older people good TV service with programmes that older people are interested in (eg free subscription), use ads on TV/radio to reach out to them** Assignment ========== 1. **\[INDIVIDUAL\]** Research on the brand's digital marketing campaigns in the last 5-10 years - Provide evidence (i.e. images/screenshots/weblinks) of the campaigns running on the various online channels with description - List the common online channels that this brand makes use of, suggesting if they are paid, owned, or earned media - Identify online consumer behaviours around the brand 2. **\[GROUP\]** Compile the research collected by each group member and provide a summary on the brand's digital marketing campaigns. Tutorial 2 Page 1 of 1