Question 1

At a high level, the goal of digital transformation in marketing is to find more customers while spending less money. More specifically, when used effectively, digital marketing can generate more quality leads and enables the marketer to get closer to all customers. Evaluate the list of traditional marketing channels in the table by answering (a) and (b) respectively.

Traditional Marketing Channel	Digital Marketing Channel	Transformational Impact
Print Materials
Print Mail Campaigns
Print / Billboard advertising
Brick-and-Mortar Storefront
Loyalty / Membership Card

a)Identify the digital marketing channel to substitute or replace each traditional marketing channel. (5 marks)

b)Assess the transformational impact of each identified digital marketing channel particularly in increasing customer engagement and reducing costs. (10 marks)