Marketing in the digital age is very dynamic; it is necessary to monitor multiple digital channels and platforms to engage with your target audience without missing any opportunity. Digital channels and platforms are measurable and allow for monitoring performance of your marketing efforts in real time.
As a regional marketing director in the course scenario, you are tasked with designing a phased marketing strategy for reopening the park. You have already done an analysis of brand implications and discussed suitable traditional marketing methods to address the marketing needs for park reopening. As the organization has chosen a blended approach (traditional plus digital) for marketing, your CMO wants you to create a digital marketing strategy to go with the traditional marketing strategy you already determined.
Prompt
Create a narrated PowerPoint presentation to help other directors in the scenario understand the importance of digital marketing for brand awareness. Ground your responses in research and rich detail. Specifically, you need to address the following criteria:
How will you use digital marketing to enhance brand awareness? (Slide 1)
Identify two digital marketing methods that can be used for brand awareness and support with reasons (Slides 2–3).
How will the identified methods help you reach the target audience?
How will you determine the balance between the digital and traditional marketing?
Define short-term and long-term goals for brand awareness in the digital marketing strategy.
How will you measure the performance of your marketing efforts?
Use search engine optimization (SEO) to improve search performance (Slides 4–5).
Identify five keywords or phrases you will use to improve web search performance, and justify your strategy for keyword selection.
Digital platforms provide cost-effective ways to disseminate our brand message, often with lower barriers to entry compared to traditional media like TV or print.
Crucially, digital marketing offers real-time analytics, allowing us to immediately see what resonates with our audience and adjust our strategy, fostering a dynamic and responsive brand presence. This iterative approach helps build brand recognition and recall much faster.
It facilitates direct interaction and engagement, building a community around our park and fostering loyalty before and after reopening.
Slide 2: Digital Marketing Method 1: Social Media Marketing
Method: Social Media Marketing (Platforms like Facebook, Instagram, TikTok, YouTube)
Reasons for Selection:
Vast Reach & Engagement: Social media platforms collectively boast billions of users, providing an enormous pool of potential visitors. They facilitate two-way communication, allowing us to engage directly with our audience, answer questions, and build a community. This direct interaction builds trust and humanizes our brand.
Visual Storytelling: Our park offers unique visual experiences. Platforms like Instagram and TikTok are perfect for showcasing stunning photos and short videos of attractions, wildlife, and family fun, creating emotional connections and aspirational content.
Targeted Advertising: Social media platforms offer sophisticated targeting capabilities. We can reach specific demographics (age, location, interests, family status) who are most likely to visit our park, optimizing our ad spend for maximum impact.
Reaching the Target Audience:
We will use visually rich posts and stories (images, videos) featuring families enjoying the park,
Sample Answer
Digital Marketing Strategy for Park Reopening
Slide 1: The Power of Digital Marketing for Brand Awareness
How Digital Marketing Enhances Brand Awareness:
In today's digital age, our target audience lives online. Digital marketing allows us to meet them where they are: on social media, search engines, and various websites.
It offers unparalleled reach, far beyond geographical limitations, allowing us to connect with potential visitors regionally and even beyond.