Marketing and Integrated Marketing Communications Case Analysis

Description

Omni-channel marketing is not a very new concept. Payne et al. (2017) believe that omnichannel marketing has two pillars:  where and how customers get information as well as how transactions are fulfilled.  In order to understand what is available for a company to do marketing online and off-line, I put this Case Analysis together for your information.  There are three parts of this assignment:  1. Experiential marketing.  a. Read the attached articles on Experiential Marketing: Experiential Marketing.pdf. Preview the document b. Watch the video “Unlock the 007 in you” again.  https://www.youtube.com/watch?v=5T6BCHCk6QY Unlock the 007 in you You have 70 seconds! Coca-Cola Zero Marketing Guerrilla (Links to an external site.) Unlock the 007 in you You have 70 seconds! Coca-Cola Zero Marketing Guerrilla c. Answer the following questions: What does “Experiential Marketing” mean to you? (Please use your own words not quoting from the above sources) Analyze the “Unlock the 007 in you” video and discuss how Coca-Cola utilized the experiential marketing approach in promoting its product.  How could you apply “Experiential Marketing” in promoting your client? 2. Trends in digital marketing in 2020  a. Watch Neil Patel’s ” The Future of Marketing in 2020 and Beyond”  https://youtu.be/bGQG_-OG6fs b. Summarize the video and pick two digital marketing strategies that your company could use. Justify your choice.  3. Omni-channel Marketing  a. Watch the Ted-Talk on “Omnichannel: Retail (R)evolution by Kilian Wagner. https://youtu.be/5SAtdSM0Trk b. Summarize the video and then discuss whether your project company should consider using Omni-channel marketing or not. Justify your choice.

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