Rupinder Kaur Maria Zharina A. Pelea
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1 Date: 28 November 2014 During the meeting, each group member gave a description of her business idea, potential challenges and initial thoughts on how to develop the digital strategy. Constructive feedback, insights and suggestions were presented to each member to help in the brainstorming stages of the process. 1. Assess digital marketing opportunities for Serato 2. Set digital objectives 3. Research on case studies that focus on B2B and B2C marketing 1. Decide on specific product/ company in New Zealand for the digital strategy project 2. Assess the role of digital marketing strategy 3. Set digital objectives 1. Identify target audience (demographics, psychographics, etc.) 2. Set digital objectives and value proposition of the brand 3. Research case studies on digital marketing opportunities for non-profits
2 Date: 10 December 2014 During the meeting, each group member gave an update on her submitted report (Stage 1.1) as well as the next steps for the digital strategy design and implementation. Each was tasked to provide a more in depth knowledge into the brand and the appropriateness and effectiveness of the chosen digital tools. 1. Continue assessment of digital marketing opportunities for Serato 2. Assess digital consumer trends on different music platforms software, hardware, apps, sites, etc. 3. Determine which digital trends to pursue that will strengthen Serato s competitive advantage 1. Identify target segmentation (demographics, psychographics) to determine appropriateness of the social media channels chosen for the business 2. Define the business idea in detail service, value, etc. 3. Research competitors in the online clothing customization and other business models 1. Research social media statistics to support digital strategy for the brand 2. Present the application of the digital tools to the brand s strategy 3. Asses the potential costs/benefits of the digital tools and how to measure effectiveness of the tools and strategies
3 Date: 7 January 2015 During the meeting, each group member gave a refresher on her digital strategy plan as well as further research and work done since the last meeting. Each shared ideas on the possible metrics and marketing techniques that can be adopted for the digital activities. Constructive feedback, insights and suggestions were presented to each member to assist in designing a digital marketing plan for the chosen company/ product. 1. Determine an appropriate strategic orientation for Serato 2. Define possible objectives based on the strategic orientation 3. Select the appropriate digital marketing objectives for Serato 1. Explore external environment factors that can affect your business strategy 2. Do a SWOT analysis to determine business capabilities 3. Come up with plans for the digital marketing activities based on the current research 1. Perform situational analysis to assess business market environment 2. Analyse the online follower behavior of non-profits and where proposed strategies will fit 3. Identify marketing campaign objectives and formulate key campaigns at different stages in the project timeline to meet set goals
4 Date: 5 February Analyse market opportunities for Serato 2. Determine/select the best market opportunity for Serato considering the current state of different environments (Political, economical, legal, etc) 3. Produce an adequate strategic orientation for Serato 1. Conduct a thorough study of legal issues related to digital marketing 2. Find an article of illegal activities related to the digital aspect of the business 3. Find an article related to the points above and make a summary/ analysis 1. Develop other digital campaigns and marketing related activities to further build the audience for the brand 2. Formulate contingency plans for the implementation of digital activities for Rotary 3. Research on legal/ethical issues that arises from digital marketing activities 4. Review case studies and articles on how businesses deal with these issues
5 Date: 12 February Analyse market activities and initiatives in the selected market 2. Select and produce marketing actions that generate synergy within each other 3. Analyse possible weaknesses of the marketing action-plan and develop a reinforcing/contingency plan 1. Research on legal code of conduct for digital activities of a business 2. Organize the digital activities of Style Textile in a way that adheres to legal/ethical rules of business 3. Write a personal reflection on the course and my experience with regard to the studies 1. Review previous assignments on digital marketing plan and assessment of digital marketing opportunities for Rotary NZ 2. Explore relevant legal/ethical issues that Rotary may encounter in implementing its digital marketing campaigns 3. Formulate strategies to ensure that good business ethics is practiced in the execution of all digital activities
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