Can Be Achieved By Penetrating Existing Segments: Digital Marketing Techniques Assignment, UCD, Ireland
| University | University College Dublin (UCD) |
| Subject | Digital Marketing Techniques |
THEMES-Which theme to choose from?
The theme you choose should be based on the objectives you want to achieve as a company and your overall business objectives. You will need to justify your theme choice so choose well.
Theme 1: Acquiring new customers. Can be achieved by penetrating existing segments (up-sell and cross-sell) or targeting new market segments. If you choose this theme ALL your work will need to focus on ‘reaching and acquiring new customers.
Theme 2: Retaining customers and building loyalty. Can be achieved by minimizing the loss of customers to competitors, increasing the frequency and size of customer purchases, or optimizing Life. You will need to have access to evidence to showcase you understand existing customer relationships if you chose this option.
Theme 3: Building brand reputation. This could be considering a particular brand challenge, or a broad aim to build a strong reputation in a competitive market. You will need to have access to information that allows you to understand the organization’s existing brand reputation, opportunities and challenges it currently has. All your work will then be focused on building a brand reputation for your company.
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Theme 4: Changing user behavior: This could be reducing negative behavior or encouraging positive behavior. You will need to have access to information that allows you to understand the behavior of the company’s customers/clients/users. All your work will then need to be focused on changing user behavior.
TASK 1 PROVIDE A BACKGROUND TO YOUR CHOSEN ORGANISATION INCLUDING 5 sections:
1: Organisation name,
2: Organisation information,
3: Stakeholders,
4: Key customer segment,
5: Theme was chosen and rationale for choice.
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