Digital Marketing activity (20% mark) Must be plagiarism free Instructions 1. 1. This is a take home activity, with access to book and class mater

(20% mark)

Must be plagiarism free



1. This is a take home activity, with access to book and class materials.

2. Your objective is to write a semi-structured extended essay following the conventions discussed in out last session

3. Extended means between 500 and 600 words plus title page, references, and appendices PER ANSWER. Only word files (No PDF or PP).

4. You are expected to provide original references to complete your arguments. You can naturally refer to the textbook and class notes for context only.

5. You can use graphic support within space limits and following referencing rules.

6. Choose TWO OUT THE THREE ESSAY QUESTIONS PROVIDED. Submit your answers clearly outlined with titles and in one single file. No extra credit for answering all three.

7. Submit your files in the turn-it in drop box found in week six tab in the course’s Moodle space.

8. Deadline: SUNDAY FEB  20 – 11:59PM /23:59 PST. No exceptions. 24:00/12:00 AM and later submissions 10 points deducted. Do not risk it.


Q1 When discussing the topic of strategy and execution (digital marketing campaigns) a concept referred to as “

the sweet spo

t” is generally referred to as a guiding principle.  What are the general elements of this idea as they apply to a digital marketing campaign? In your essay provide one general example of this concept.

Q2 Omni-channels is the first strategic approach in the course. A) What is the process of evolution from Multi-channel into Omni-channel Digital marketing Strategy? B) How is Omnichannel related to the ideas of seamless communication and user experience.

Q3 Analytics is the core skill in digital marketing. All strategy hinges in good information and data analysis. A) We discussed the importance of focusing our analytics framework on the so-called customer or audience insights. What are the basic elements behind a good audience insight metric selection? B) What would the top three metrics to monitor?

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