Digital Strategy

Scenario: Digital disruption, channels and content Developments in digital technology, and its uses, can have a significant impact on an
organisation and the sector it operates within.

This is often referred to as ‘digital disruption’, and it can occur in markets, business functions and processes. Having knowledge of what is driving this disruption and its potential implications for strategic planning can aid effective decision-making for an organisation’s future.

In your role as an experienced marketer within your chosen organisation, you have been asked to investigate the disruptive digital environment, and consider how your chosen organisation can respond. Your response will be in the form of strategy and tactics contained within a digital marketing plan.

TASK 1 – PRESENTATION

In your role as an experienced marketer, you have been asked to produce a presentation, with accompanying speaker notes, for the Senior Management Team that identifies what is driving digital disruption within the marketing environment of your chosen organisation.

Required:

(a) Using the organisation summary guidelines, provide a background to your chosen organisation.

(b) Describe the key drivers of digital disruption, presented by both the macro and micro environments, within your chosen organisation’s industry sector.

(c) Assess the impact of digital disruption on the organisation’s future digital strategy in particular their use of digital channels and content.

TASK 2 – DIGITAL MARKETING PLAN

In your role as an experienced marketer, you have been asked by the Senior Management Team of your chosen organisation to advise on key elements required to develop a digital marketing plan.

The core focus of the plan is to deliver an appropriate strategic response to digital disruption present in your organisation’s marketing environment.

Required:

(a) Develop TWO digital marketing objectives in response to the strategic implications of digital disruption within your chosen organisation, justifying your reasons.

(b) Recommend, with justification, a digital marketing strategy and tactical mix, specifically relating to the use of digital channels and content.

(c) Justify how the channels used and content posts will be planned, with a focus on timing and resources needed to support the delivery of the digital marketing plan.

TASK 3 – BRIEFING PAPER

The successful implementation of a digital marketing plan will require knowledge and understanding of which digital marketing channels to use and the content that will be used to deliver the plan. In your role as an experienced marketer, you have been asked to produce a briefing paper for the Senior Management Team of your chosen organisation that gives clear consideration to best practice in the management and optimisation of digital marketing channels and content.

Required:

(a) Recommend, with justification, key tools for managing and optimising digital marketing channels, outlined in Task 2 to support the delivery of an effective digital marketing plan for the chosen organisation.

(b) Discuss how research and internal processes influence the development of digital marketing content to support the delivery of an effective digital marketing plan for the chosen organisation.

(c) Explain how the effectiveness of key digital marketing content can be measured to support the delivery of an effective digital marketing plan for the chosen organisation.