BBarker:DCS

All about social comment, reputation management and measurement.

This is core content for your second assignment.

If you are getting the digital marketing bug and think you might be doing some of this work in your placement, have a look at the : Google Online Marketing Challenge  -  the details are still up for the 2015 & hopefully they will launch the 2016 competition soon.  There is also a host of online support materials for all of the topics that we have been covering at:     

As a result, the brand value consultancy has downgraded Germany's national brand value by -4% to $4.16 trillion. The country has also lost its status as the world's most powerful nation brand – a separate measurement not linked to a country's GDP.

Read more @ WARC

TUMBLR TIP

There are some great articles on WARC.

Tesco: 1) Company Profile from Euromonitor, 2) Prize winning case study describes how Tesco built an online community to drive a carefully targeted, planned and monitored advocacy campaign to improve its image. 3) Market Leader report from Q4 2014 exploring some of the reasons Tesco has been struggling following changes in the food market since recession.

Visit WARC via the library tab and log-in to read and download these and similar reports and comments that may help you

As we enter week 3 you should be getting to know your clients and their competitors. You should be gathering relevant information about the marketplace to enable you to complete your situation analysis and identify logical and well rationalised communication objectives that you will be able to propose solutions for.

Make sure that you are thinking about what the value exchange is and who it is with - this will help you to:

identify and scope your target audience

hone down your competitors

complete your e-marketing map

Read Chapter 10 E-Marketing Excellence and visit Dave Chaffey’s website SmartInsights