Đề:

The Report is due for submission on Sunday, 26th March, at 11.59 PM- Online submission link
will close at 11.59 pm (local Vietnam time).
The Turnitin link for uploading the Report is below. Before uploading, you need to combine two
documents: 1 - Assignment cover page, and 2 - The Report into one PDF document for upload.

The assessment involves an examination of the assigned organisation to report the marketing
channel(s) and the possible causes/reasons/constraints/challenges faced by the
supplier/service provider in meeting the expectations of a B2B customer.

Does the organisation have an omnichannel? If yes, how effective is the existing omnichannel?
Examine the existing touchpoints and channels and identify the reasons underlying the
success/failure of the individual touchpoints and existing channels in meeting/exceeding
customer expectations of an omnichannel experience.
If the organisation is not using an omnichannel, identify the problems/deficiencies of the existing
marketing channels in providing a seamless customer experience.
Use relevant concepts throughout to support.

The assigned scenario may state different challenges facing the company but for the
purpose of the assessment, your focus will be strictly on the assessment question
(stated in section 2.4.2 report in the learning guide). No other analysis is required.

The word limit 500 words +/- 10% and does not include any tables, diagrams and references.
Read the guidelines in the learning guide and on the vUWS.

Sources: 16837042 (blackboardcdn.com)

WESTERN SYDNEY UNIVERSITY

ASSESSMENT 2:

OMNICHANNEL AUDIT

Hoang Lan

22083958

Omnichannel Marketing

MKTG 3020
TikTok is a popular social media platform that has revolutionized the way people create and
consume short-form video content. According to A. (2023, March 21), with over 1 billion active
users worldwide, TikTok has become a major player in the social media landscape, attracting
users from all age groups and demographics.

In terms of marketing channels, TikTok offers a range of advertising options, including in-feed
video ads, sponsored hashtags, and branded effects. These options are highly customizable,
allowing businesses to create targeted campaigns that resonate with their specific target
audience. However, TikTok's ad formats may not be suitable for all types of products or services,
particularly for businesses targeting B2B audiences.

One of the main challenges facing TikTok in meeting the expectations of B2B customers is the
platform's skew towards younger audiences. While TikTok is highly popular among younger
users, it may not be as effective in reaching older audiences or businesses targeting different
demographics. Additionally, TikTok's content moderation policies have been criticized for being
too lax, which may deter some businesses from using the platform.

Examining the existing touchpoints and channels of TikTok, we can see that the platform has
been highly successful in delivering a seamless and integrated omnichannel experience for users.
TikTok's mobile app is the primary touchpoint for users, providing an easy-to-use interface that
is accessible to a wide audience. The app's algorithm is highly effective in delivering
personalized content to each user based on their interests and behavior, ensuring a more
engaging and relevant experience. The app's social features, such as likes, comments, and shares,
encourage user interaction and make it easy for users to connect with each other.

TikTok LIVE provides another touchpoint for users, allowing them to broadcast live videos to
their followers in real time. The feature provides an interactive experience for users, which can
increase engagement and build stronger connections between creators and their followers.
However, TikTok LIVE has been criticized for its lack of moderation, which has led to instances
of inappropriate content and harassment on the platform.

TikTok's advertising capabilities are highly customizable, allowing businesses to create targeted
and engaging campaigns that resonate with their target audience. The platform's algorithm can
optimize ad delivery based on user behavior, which can increase the effectiveness of campaigns.
However, TikTok's ad formats may not be suitable for all types of products or services,
particularly for businesses targeting B2B audiences. The platform's limited targeting options may
also make it difficult for businesses to reach their specific target audience.
Overall, TikTok has been successful in creating a highly engaging and popular social media
platform. However, the platform's content moderation policies and skew toward younger
audiences may limit its appeal to some businesses targeting different demographics.
Additionally, while TikTok's advertising capabilities are highly customizable, businesses need to
carefully consider whether the platform's ad formats and targeting options are suitable for their
specific needs. By focusing on personalization, integration, customer journey mapping,
engagement, and data analysis, TikTok is able to continuously improve its marketing efforts and
exceed user expectations.
 TIKTOK CUSTOMER JOURNEY MAPPING

Stages/ Awareness Interest Onboarding Engageme Addiction Influence Loyalty Advo

phrases nt

Customer The customer The The customer The The customer The customer The customer The cus
activities becomes aware customer creates an customer becomes starts to becomes a become
of TikTok begins to account, selects begins to addicted to create their loyal TikTok advoca
through social explore their interests, engage TikTok and own content, user, TikTok
media TikTok by and starts with spends an building a continuing to recomm
platforms, downloadi following other content on increasing following engage with g the ap
word of mouth, ng the app users. TikTok by amount of and gaining content and their fri
or advertising and liking, time on the influence creating their and fam
browsing commentin app, scrolling within the own videos. and
the g, and through their TikTok promot
content. sharing personalized community. on their
videos. feed. social m
platform

Touchpoints Social media App store, The account The video "For You" The video The app's Social m
ads, influencer social creation process feed, page, push creation user sharing
recommendatio media ads, is personalized, recommend notifications process, interface, word-o
ns, friends and friends recommends ed videos, for new hashtags, and new features mouth
sharing TikTok sharing actions based on and videos, and notifications and updates, recomm
videos TikTok interests, and notification the infinite for new and social ions, an
videos. notifications to s for new scroll feature followers. media commu
follow new likes and marketing events a
users. comments. campaigns. challen

Customer Curiosity and Excitemen Ease and Enjoyment Obsession Empowerme Trust and Excitem
experience interest in t and customization in and and nt and loyalty in the about b
exploring a anticipatio setting up their satisfaction dependence validation in platform's part of
new social n in account. in on the app creating ability to larger
media platform discoverin discovering for content that consistently TikTok
g new and and entertainment resonates deliver commu
entertainin engaging and social with others entertainment and
g content. with new connection. and relevant spreadi
content content. word ab
the plat
benefits