media strategy and pitch
you will develop a pitch presentation of how to improve the media strategy for an issue or circumstance facing a brand, product, or service. The pitch will be based on a combination of situations of your choice from a provided list of brand, product, or service options, and issues related to current events. In general, examples of some circumstances include, but are not limited to, increasing sales and marketing performance for a legacy product, improved media impressions and product performance for a celebrity-driven product, or the launch of a new product.
Statement of the problem, identification of the brand and product, and differential analysis of at least two AdTech strategies and MarTech strategies that could be implemented.
Evaluate an appropriate potential model and search engine strategy to enhance discovery and conversion. The evaluation should consider appropriateness and support for overall objectives.
- Analyze the various MarTech data measurement solutions and select one or two strategies that could support the overall improvement efforts. Such a solution should support the full funnel.
- Reflect on the privacy compliance aspects of AdTech and MarTech solutions as they relate to use in certain territories and briefly discuss an ethical practice of data collection, management, and use related to this compliance.
- Diagram how the use of AI and algorithmic technology with AdTech and MarTech can reduce bias while improving inclusive and diverse marketing.
- Describe your strategy, using at least one method of AdTech and MarTech in a converged manner that can support your marketing efforts.
- sources:
- Deshpande, I. (2021, March 16). What is advertising technology (Adtech)? Definition, ecosystem, programmatic, & trendsLinks to an external site.. Spiceworks. https://www.toolbox.com/marketing/programmatic-adv…
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WEBA International. (2020, January 16). What is martech and why you should careLinks to an external site.. Medium. https://medium.com/weba-international/what-is-mart…
Maheshwari, N. (2020, May 21). What is martech: A complete guide to understanding marketing technology & how you can build a martech plan for your businessLinks to an external site.. Pink Power Co. https://www.pinkpowerco.com/blog/martech101
Brinker, S. (2020, May 12). Platform dynamics driving martech app expansion and consolidation explained in one (relatively) simple modelLinks to an external site.. Chiefmartec.com. https://chiefmartec.com/2020/05/martech-app-platfo…
Hopper, D. (2020, May 23). How a marketing and sales funnel works to attract and convert more customersLinks to an external site.. Business 2 Community. https://www.business2community.com/sales-managemen…
Dasha D. (2019, July 9). An extensive guide to 8 app monetization modelsLinks to an external site.. Ruby Garage. https://rubygarage.org/blog/top-app-monetization-m…
Mullen, A. (2019, March 11). Martech can deliver personalized consumer experiences, but humans are still requiredLinks to an external site.. Martech. https://martech.org/martech-can-deliver-personaliz…
Sevignani, S. (2016). Privacy in informational capitalism. Privacy and capitalism in the age of social media (pp. 51-74). Routledge. https://doi-org.libproxy1.usc.edu/10.4324/97813156… ISBN: 9781315674841
Lomas, N. (2020, January 17). Privacy experts slam UK’s ‘disastrous’ failure to tackle unlawful adtechLinks to an external site.. TechCrunch. https://techcrunch.com/2020/01/17/privacy-experts-…
Lomas, N. (2020, January 17). Privacy experts slam UK’s ‘disastrous’ failure to tackle unlawful adtechLinks to an external site.. TechCrunch. https://techcrunch.com/2020/01/17/privacy-experts-…
Shields, R. (2019, September 25). As privacy concerns make the internet more opaque, can ad tech keep its promise?Links to an external site. AdWeek.
Rheinlander, S. (2019, April 19). Everything you wanted to know about marketing attribution models (but were afraid to ask)Links to an external site.. SalesForce. https://www.salesforce.com/blog/what-is-marketing-…
Oracle Data Cloud. (2020, February 27). Effectively measuring advertising performance: Your guide to successLinks to an external site.. Oracle. https://blogs.oracle.com/oracledatacloud/effective…
Brockbank, J. (2019, January 11). Top 13 SEO metrics to track content performance & engagementLinks to an external site.. Search Engine Journal. https://www.searchenginejournal.com/content-market…
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