“The starting point for delivering value…is understanding the end-to-end journeys your customers take to accomplish a task, such as buy a product, open an account, experience a product, resolve a dispute, adjust a service, etc. These journeys are often complex routes across websites, social media, stores, customer service, and myriad other interaction points” (Ghandi et al., 2017) Write a business report that demonstrates your understanding of how the use of the tools and technologies of Digital Marketing enables marketers to deliver (customer) value as mentioned in the quotation above. Refer to academic literature, reputable online resources such as McKinsey, Smart Insights, Clickz and use industry examples. Key areas for consideration: • Differences between traditional and digital marketing • Customer touch points in the digital arena and the customer journey • The role of data in digital marketing Website design and customer relationship management Suggested structure: • Introduction (150 words) 15% • Discussion (700 words) 70% • Conclusion (150 words) 15%
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