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Digital Marketing and Branding

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In this assignment we ask you to imagine you are the Brand Manager for the enterprise you selected in Assignment 2.This assignment builds on from the first and second assignments.Assignment taskAs the Brand Manager you have been commissioned by the Chief Marketing Officer (CMO) to develop a visual communication artefact that provides the CMO information and a rationale on the best ways to use digital analytics to co-create value for the brand now and into the future.Target audience for your visual communications artefact:• CMOMessage for your visual communications artefact:• Informat...

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In this assignment we ask you to imagine you are the Brand Manager for the enterprise you selected in Assignment 2.This assignment builds on from the first and second assignments.Assignment taskAs the Brand Manager you have been commissioned by the Chief Marketing Officer (CMO) to develop a visual communication artefact that provides the CMO information and a rationale on the best ways to use digital analytics to co-create value for the brand now and into the future.Target audience for your visual communications artefact:• CMOMessage for your visual communications artefact:• Information and a rationale on the best ways to use digital analytics to co-create value for the brand now and into the future• The digital analytics target market to co-create value with the enterprise is the NEW target market that you selected for the enterprise in Assignment 2.References• All visual artefacts should have a corresponding reference list either embedded in the artefact or separately provided in a Word document. All references should follow the Harvard AGPS guidelines https://www.usq.edu.au/library/referencing/harvard-agps-referencing-guide A visual communications artefact maybe:• A video (5mins +/- 10%)• An infographic (+ two pages of notes providing the rationale)• A PowerPoint slide with audio (10 slides +/- 10%)• A game (+ two pages of notes providing the rationale) Step 1:Refer back to Shannon and Weaver’s Transmission Model (week 1).• Note that:o the missing component from this model is the feedback loopo digital analytics is a form of feedback from the target audienceo consider the sorts of analytics (qualitative and quantitative) that are likely to give the best feedback (what would the CMO want to know?) from the Brand’s NEW target market?Step 2:Refer back to Assignment 1 on co-creation of value• Note that:o You synthesised a number of different resources to create an essay about value co-creation.o The understanding you have about value co-creation developed from completing the first assignment and the various modules on value co-creation in the course will underpin the sorts of digital analytical feedback you would consider using.Step 3:Refer back to Assignment 2• The assignment is based on the enterprise you selected in your second assignment and the NEW target market you developed in your second assignmento Note, the target market is not the existing one the enterprise is already targeting.o The target market is the new target market you selected in part 3 of the second assignment.o consider the sorts of feedback you require from the brand’s NEW target marketo consider the channels the NEW target market are currently usingo consider the channels the NEW target market are likely to use in the future (be as creative as you like).Step 4:• refer to modules 7, 8 and 9 when considering the brand’s NEW target market’s current and future usage of digital channels and sorts of analytics that are likely to be collected from these channels.• do some research to further your own knowledge on future channels and digital analytics so that you have a good understanding of the strengths and weakness of the various types of analytics and the feedback they provide back to the enterprise about their the brand and their target market. Step 5:• story board what you are planning to sayo A storyboard is a graphical organiser in the form of visuals and words displayed in a sequence for the purposes of pre-visualising the visual communication artefact you are planning on producing. It is a visual check to ensure you have all of the information, and that the information tells the story (message) that you are planning on conveying to the audience (CMO) about the brand (you selected) and the target market (you selected) to co-create value. See below. o looking at your story board does it provide information and a rationale on the best ways to use digital analytics to co-create value for the brand now and in the future?• consider the audience (the CMO)• consider which is the best medium to visually communication what you want to say Step 6:• develop the visual communication artefact• check the assignment against the marking criteria• edit your work• submit the assignment on time and on Study Desk

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The implementation and use of Digital technologies have become important aspects of every organization in terms of the value co-creation. The digital technologies provide a way to interact with the customers all over the world and the customers are also facilitated to interact, complain or recommend for the new products to the organization from any place and at any time. This essay will examine the impact of the digital technologies on the value co-creation process. This essay will start with the introduction to the value co-creation process which will be then followed by the impact of the social media on the value co-creation. This essay will also examine the importance of the co-creation using the digital media for the customers and the organization and the benefits for both of them. The discussion of the value co-creation in this essay will be related to the digital technologies only. In this essay, the concept of crowdsourcing using the digital technologies will also be explained i.e. to specify the impact of the suggestions from the thousands of users over the internet. The reasons behind the increasing popularity of value co-creation over the produce-consumer approach will also be examined in this essay. In this essay it has been argues that the use of digital technologies has direct impact on the businesses and the value co-creation processes. The Value Co-Creation simply means the way of gaining value or succeeding in business endeavours by providing value to the customers of the company. Most of the organizations to provide value to their customers but with the innovations in the technologies the organizations are trying to work on the customer-centric business strategy (Pongsakornrungsilp & Schroeder 2011). The process of value co-creation is in new era of the value creation. The businesses are adopting the fact that 1+1 equal 11 i.e. by working together and with collaborative approach good products can be produced and innovative services can be delivered to the customers. The companies are engaging them in the value co-creation process because they want to utilize the brainstorming ideas of the customers for delivering innovative products and to gain the competitive advantage as well (Henri, Aarne & Heikki 2015).Social media provides a perfect platform to the organizations and the customers of the organization for the co-creation value. The social media platform provides the easiness to the two parties in terms of communication. Before the revolution of the digital technologies such as social media it was difficult for the organizations to collect the feedback or the data from the customers. The traditional processes followed by the organizations involved creating focus groups, or data collection based on the surveys. In addition to this, the organizations had to spent lot of money in data collection and to get the response of the customers with respect to the new products or the services delivered to the customers.

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