Review of Assessment 3

Advanced Digital Marketing

Ashish Kumar
ashish.kumar@rmit.edu.au

School of Economics, Finance & Marketing, RMIT University

Agenda

  • Revisiting the Brief

  • Phase 1 Check: Business Analysis & Marketing Audit

  • Deep Dive: Customer Journey & Pain Points

  • Looking Ahead: Strategic Integration & Metrics

  • Q&A: Troubleshooting Your Progress

Project Brief

Project Overview

  • The “Client”
    • Premier Group, a liquor retailer in Buffalo, NY.
  • Market Composition
    • Market leader, “Wine Spectator Retailer of the Year”.
    • Structure: Three physical stores (Wine & Spirits) + one gourmet store + active online channels.
  • The Deliverable:
    • Report (5000-8000 words): Comprehensive analysis and strategy.
    • Presentation (5-10 slides): A 1-2 minute “pitch” to the Senior Marketing & Finance Managers.

Key Reminder: This is an authentic learning task. You act as consultants. Your tone must be professional and suitable for a senior management audience.

Check Stop

Complete the Following Tasks

  • Current Status Check: Have you audited their existing ecosystem?

  • Multichannel Presence: Are you analyzing how their offline stores connect with their websites (winedeals.com, winetransit.com, etc.)?.

  • Digital Marketing Communication: Have you reviewed their digital marketing communication strategies (e.g., Facebook, email newsletters?)

  • Marketing Objectives: Have you clearly articulated what the company is trying to achieve?

Critical Analysis:

  • Don’t just describe what they do; evaluate it.
  • What are the benefits and limitations of their current digital marketing strategies?

Customer Focus

Customer Journey & Pain Points

  • The Core Task: You must design a customer experience journey map.

  • Identifying Friction:

    • Where are the “pain points” in the current Premier Group experience?.
    • Consider the disconnects between their “brick-and-mortar” success and their digital interfaces.

  • Why this matters: Your final strategy must propose solutions that specifically eliminate these identified pain points.

If you haven’t found a problem, you cannot propose a solution.

Next Steps

Looking Ahead

  • Moving from Diagnosis to Strategy:

    • Once you know the problems, how will you synthesize their channels?.
    • Your strategy could cover Multichannel, Multimedia, and Mobile marketing.

  • Measuring Success (ROI):

    • You need to define specific metrics to measure your strategy’s success.
    • Think about the “Finance Manager” in your audience – how will you prove ROI?.

  • Feasibility Warning: Ensure your ideas are practical and resource-aware (a key marking criterion)

  • Start working on your report

    • Write, refine, and polish your report.
    • Prepare your presentation slides.

Q&A

Troubleshooting Your Progress

  • Open Floor: Any questions or challenges you’re facing?

  • Don’t hesitate to contact instructor even if you have a slight doubt.

  • Don’t leave it to the end.

Thank You!

🙏

Q&A