DDT2B

PN. SHAZARIN BINTI AHMAD ZAINUDDIN

01DDT20F1040 NIVETHA A/P GUNASEGARAN

01DDT20F1041 NITHIYA DARSHINI A/P SUKUNARAN

01DDT20F1064 URMILA A/P YOGARAJ
CASE STUDY 1
TOPIC 3: Marketing Concepts and trends
CLO1: 20 marks

1. Kelab Pemuda is a local youth organization supported solely by the donations of

individuals and the local community. Its co-founders, Hamid and Nasrul, are
considering launching a Web site to promote upcoming events and raise money
for a new gym. Their good friend Omar has volunteered to develop a Web site,
which they feel will help promote their efforts.

a) Discuss 3 benefits of web site to the youth club

1. Make a good first impression. In the digital age your website often acts as the
first impression to people discovering your club for the first time. If anyone
wishes to find out more about youth club, chances are they'll head straight
online and search for your website.
2. Sign-up new members. With a site that stands out from the crowd, the youth
club membership will increase. A well-designed site radiates professionalism,
organization and ultimately a feeling that youth club is a great place to come and
workout in gym.
3. Entice new sponsors. Youth club will be a considerably more attractive
proposition for potential sponsors. The boost in traffic a well constructed
website can bring will also mean a boost in traffic to any sponsors you feature
on the site. The more eyes you put youth club sponsors infront of, the more
revenue they will be able to generate from sponsorship deals. Similarly,
sponsors will be much more keen to associate themselves with a club website
that looks clean, professional and embodies the passion of youth club.
(6m)

b) Give other type of consideration should Omar implement to support the

success of the new Web site?
▪ Navigation. If a website is confusing and difficult to navigate,
your customers may leave and never return. To increase the
efficiency and appeal of your site's navigation, conduct an in-
depth site review as if you are a new visitor. Note the
navigation streams that make sense and those that do not.
One way to improve a visitor's ability to navigate your site
easily (and help search engines crawl your site) is to add a
site map. Clean Design. A quality design is attractive and easy
to read with intuitive navigation. Most importantly, a clean
design helps viewers focus on the value of your brand and
content instead of distracting graphics and large amounts of
text. Compatibility with Multiple Browsers.As technology
progresses, the number of internet browsers is steadily
growing. From Internet Explorer and Chrome to Firefox and
Safari, it can be frustrating to keep up with them all. When
creating a website, it's vital to ensure that your website is
reachable from multiple browsers. Specifically, your site
should load properly on all major browsers - including older
versions. Failing to take this step may exclude a large section
of your customer base, which can be a costly consequence
for a growing organization.
 (3m)

c) Explain about below tools/methods that are necessary to deploy an

effective online marketing campaign that Omar can include in their website.
i) Landing Pages
▪ Landing Pages Improve Brand Awareness. When someone lands on your
landing page, they’ll be more familiar with your business’s branding and more
likely to recognize your business again. It’s important to make sure they
remember you.
▪ Landing Pages Directly Support Your Business Goals. One of the main benefits
of landing pages is that they directly support your business goals such as
promoting a new product, getting new customers, or closing more sales.
ii) Influencer marketing
▪ Influencer marketing is a type of social media marketing that uses
endorsements and product mentions from influencers individuals who have a
dedicated social following and are viewed as experts within niche.
▪ Influencer marketing works because of the high amount of trust that social
influencers have built up with their following and recommendations from
them serve as a form of social proof to your brand’s potential customers.

(4m)
2. Reading about great content marketing is not enough to truly understand how it
works. Instead, you have to see it in action to grasp its fundamental value. Because
when content is really good, it can do amazing things. Videos are the hottest
content type right now.

The stats are staggering. According to Social Media Today:

• By 2021, videos will grab 82 percent of all internet traffic
• Every single day, over 500 million hours of video is consumed on YouTube

a) Give three (3) reasons people choose video as a choice for them to get
information about product, service and etc.
▪ People choose video as a choice for them to get information
about product, service and etc because video builds trust
and credibility. Video is the perfect way to create a
personality for your company and your brand, enabling you
to connect with your viewer and earn their trust. 90% of
users say that product videos are helpful in the decision
process. Video encourages social shares. Let’s face it: this is
the age of viral videos. And 92% of mobile video consumers
share videos with others. This is your chance to have
some fun and really show what your company is all about.

(3m)

b) Give three (3) tips or method to make sure your video can attract your
customer.
▪ Method to make sure your video can attract your customer is optimize your
thumbnail image. Your thumbnail image, like a hero-image, can work wonders
when increasing your YouTube views whether they’re on the organic results
page, suggested videos section, or appearing on social media. Second method
is use tags.Your description and title, should reflect the core of what your video
is about .Tags further help distinguish what your video content about. Finally,
use cards. These YouTube optimization features enable you to promote your other
content within your video. You can create cards that can be used to promote other
video content, get more channel subscribers, donate to a non-profit, send
traffic to your website, encourage users to participate in a poll. In regard to
increasing your video views, you should use these cards to encourage users to
visit your lesser watched content and subscribe to your channel.

(3m)
3. Both text and Facebook, however, have limitations when it comes to selling.
Identify one (1) limitation of texting in business’s marketing.

▪ People are wary of responding to SMS messages due to an

increase in fraudulent messages. Under the E-commerce
Regulations, you are required to make it clear who the message
is from and commercial communication must be clearly
recognisable as such. Your message has to be short. You do not
have much space to get your message across.

(1m)