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To prepare this TMA, students should analyse the factors of success or failure of any selected digital marketing campaign. Students are expected to select a digital campaign about a product, service, person, organization, or a place on any digital media platform; for example, Twitter page, Instagram, YouTube, website or search engines, or any other digital media platform.The student has to follow instructions provided in detailed TMA.

Detailed TMA parts:

Thoretical part

40 marks

1000 Words

In this part students are required to critically discuss:

Segmenting of customers on digital media platforms.

Tools of customer engagement on digital marketing platforms.

Criteria for digital marketing effectiveness.

Value creation in digital marketing campaigns.

Here students should support discussion with academic references.

Evidance of Analyses

40 marks

500 words

In this part students are expected to provide a brief description of the digital campaign. The campaign objectives whether social or profit- seeking, whether creating awareness or awareness and sales. The campaign main idea, service or product. The target market characteristics.

Then students are required to analyse customers' comments, to get evidence of the success (or failure) of the chosen campaign such as number of likes, fans, or views.

Students have to relate that success or failure to characteristics of the campaign such as the use of advertisements used, influencers, and engagement tools used, consistency of service, product or idea to the types of digital marketing tool, or social media platform used.

Conclusion

20 marks

300 words

Interpret the results of previous investigation and present implications for companies willing to use digital marketing and digital marketers.

Total

100 marks

1800 words

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