Section I: In this section, you will summarize the campaign of choice and review the key areas (market, descriptor, challenge, target audience, action, results, and lessons) and how effective that campaign was in those areas. In order to evaluate effectively please visit the company websites, videos, ads, games, etc. to see if the campaign is still up and working and if it is a global company to see if they had a U.S. version of the campaign.

Section II: In this section, you will review the company from that campaign (ie, if you choose an Amazon campaign then you will take Amazon and assess their current digital marketing strategies using the "key activities for integrated digital marketing" which is attached and found in the preface (xiv) RACE Digital Marketing Planning Framework.png of the Chaffey and Chadwick (2016) textbook as a model/questions to guide your research on how the company is currently managing their digital marketing and assess and provide a summary in each area:

• Situation Analysis: How well are we using digital media now?

Objective Setting/Control: Which goals should we use?

• Strategy: How can we achieve our goals?

Governance: How do we manage digital marketing?

• Tactics: Which digital marketing activities do we optimize? (2-3 pages)

This area will take some research beyond the text, so dig into the company websites, google analytics reports, marketing plans, annual reports, etc.

Section III: In this section, you will build on those assessments from sections I and II and will make a new digital marketing campaign (obviously different from the one assessed and one that isn't currently running) for the company you have chosen. This is where the textbooks really come in handy and where you will synthesize the information we have learned from both texts, the exercises/discussion questions, and your first project where you assessed the effectiveness of each social media platform.

This section (III) will include the following:

• Executive Summary
• Current Challenge / Problem (i.e., why are we running this campaign)
• Goals (for this campaign)
• Customer Analysis (target market)
• SWOT Analysis (try to keep it specific to the digital marketing area of the company and what you are promoting, for example for McDonald's it would be the way they are currently promoting healthy food).
• Digital Marketing Mix (four p's - keep them in as digital as possible)
• Tactics - You assessed these above, now which ones will you use going forward? Which digital marketing activities will you optimize for this campaign?
• SEO, Social Media, Social Commerce, Online Advertising, Content Marketing, PR, Market Research, PPC?
• Action plan/budget: (use one of the budget templates and revise it for your campaign/plan - see Digital Marketing Resources) or Resources to review for week 7).
• Evaluations/Metrics: How will you measure your results? What kind of digital analytics and dashboards will you be using?

Use this link for this assignment:

Explore the best social media marketing campaigns in 2021 -https://digitalagencynetwork.com/work/social-media-campaigns/