You are a graduate assistant manager in a large organization employing above 2000 people, based in the United Kingdom. The organization operates in the motor insurance sector, and currently only uses mass media advertising and promotion strategies to promote its services to its target market.
The Managing Director and the Board are very
keen on a cost cutting exercise to boost profit margins and are looking to revamp their marketing/promotions strategies. They have instructed the marketing department to explore, examine and develop some ideas.
After a series of brainstorming sessions in the department it is decided that Digital Marketing will represent the best possible chance for the business to achieve its goals.
The Head of Marketing (played by your lecturer/assessor) has asked you (a Digital Marketing professional) to research how Digital Marketing may be implemented as such. However, the Head of Marketing is a very traditional marketer himself and is not familiar with much of the terminology used in this space. The Head has asked you to research the terms and topics below and present information on the specific aspects listed below to the management board. You should now research the topics below and be prepared to brief the board meeting on any of them as requested and be prepared to respond to questions by the Head of Marketing.
1. Digital privacy and data protection
2. Emerging technologies in digital marketing
3. Website usability and user experience
4. Use of social media and techniques
5. Permission based marketing
6. Search engine marketing – SEO and SERP
7. Content management
