Worksheet 2: Digital and Social Media Marketing

NAME: _____________

1) Consider two chocolate makers: one new entrepreneurial venture, focused on premium, high- quality
products, and one well-known mass-market brand (e.g. Kit Kat). Compare the different strategies the two
companies should adopt in harnessing digital marketing tools.

Google / Browse internet and let us bring in the similarities and differences in the adopted strategies.

Types of digital marketing Small premium luxury A well-established main-

activities chocolate start-up stream chocolate
brand (e.g. Kit Kat Bar)

Internet Marketing

Internet Advertising

Search Marketing

Email Marketing

Mobile Marketing

Viral Marketing

Online Retailing

Advertising

Social Media Marketing

2) Social media is an integral tool in communicating a message in the contemporary business world. Based
on the exercise above, discuss how the niche entrepreneurial luxury chocolate producer can use social
media as a marketing tool to its advantage. In consideration of the social media marketing elements
listed below, how might this company harness the power of social media to reach its target audience?

Social Media Marketing How?

Growing a Brand’s social

capital 3) In
the
User-generated and co-
created content

Community and social

networks

Conversation and dialogue

Measuring social media

effectiveness

matrix below, position the following media according to their characteristics and attributes. Higher
media positioning represents that it is more individually addressable. Lower positioning indicates a
more mass communication approach. Left positioning indicates the degree of passiveness with right
positioning indicating its degree of interactivity.

Newspaper Mobile Magazine Radio

Postal Mail E-mail
TV Kiosks Online Banner
Cable Website Facsimile
Television

PointCast (Individually
Addressable)

New Product Marketing

Announcement Research In
te
ra
Brand Discount cti
Passive

Building Coupon

Broadcast (Mass
Communication)

4) After placing all media types, match each of the four marketing objectives in the center with the medium
most suitable for achieving that objective.

5) Choose a product and compare online shopping for the product at three different e-
commerce websites for first hand e-commerce experience

Example: Nike shoes

a) www.nike.com
b) www.alibaba.com
c) www.amazon.com

6) State which e-tailer you had a better experience and why?