Internet Marketting Assignment Important Information: – Must choose a brand or company which has bas

Internet Marketting Assignment

Important
Information: – Must choose a brand or company which has base in SINGAPORE The
brand could be global but must have roots or connection to Singapore Reference
List (Chicago 16th or 17th) is required along with in text citation is
required Nambantei has been chosen for group assignment so it can’t be used
for this assignment

3 Mapping
Consumer Digital Journey (30% of the unit mark) 

Mapping a
consumer purchase journey is an effective method for marketers to improve
customer experiences Mapping helps marketers diagnose relevant issues that are
critical to target customers, and formulate innovative ways of delivering them
a ‘wow’ experience For this purpose, marketers need to understand the steps
(ie need recognition, awareness, research, evaluate, purchase, pay and post
purchase service) that consumers go through before purchasing a product online
or offline

For this
individual assessment, you are asked to map your digital journey while
purchasing a product or service online You need to select a brand, or a firm
that has a significant online presence (in English language) in order to
develop your map If you are likely to interact with both online and offline
contexts throughout the purchasing process, please consider both while mapping
the journey You are required to prepare a report covering the following key
issues –

1 General
introduction about the product or service, its nature, and targeted customers
of the firm

2 Create a map
(eg a diagram or flowchart) that shows your journey from need recognition to
post

purchase service
that you have received from the selected brand or company Specify each TOUCH

POINT of your
journey in the diagram

3 Critically
discuss how the brand or firm uses different e-marketing channels and tools
such as SEO,

SEM, AdWords,
company owned and earned media including its social media content, emails, etc
in each step of your journey Your critical discussion should include both
positive experiences and negative experiences that you had with the brand’s /
firm’s online presence Your discussion should also include the interaction of
online and offline context if you have used both the platforms (online and
offline) while purchasing the product or service (ie specify the TOUCH POINTS
when you have gone offline and discuss why you have done so)

4 Recommend if
there are other useful e-marketing tools that the brand or firm could use to
make your online purchase journey more rewarding Discuss with examples how
these tools could facilitate your journey further Your recommendation could be
based on other competitor firms’ practices within the industry

Please DO NOT select
the same brand or firm that you will select for Online Media Campaign ie,
AdWords group project The length of the assessment should not be more than 8
pages (12 font; 15 line space; and 1 inch margin in all sides) excluding the
cover page, table of contents, references and appendices Your write up beyond
first 8 pages will NOT be marked Around 2500 to 3000 words