You are working for TasAussie shop; this is an online clothing shop that is focusing on the Australian market

Their marketing efforts so far were fine; however, it was not delivering the expected results

They knew who their target customers were:

Young men and women aged 20 - 35 years

Mid to high-level income, working as employees or self-employed

Outgoing, love fashion and travelling

They are working hard all week and wait for weekends to meet friends and party all night

The online shop owns a website and social media pages used mainly for communicating with customers and announcing new clothing lines

Customers can visit the website; choose the product they like and place an order online Delivery through Australia Post is expected within a week

TasAussie Shop had run an online and offline marketing campaign last year; however, the results were not as expected

The number of potential customers was expected to increase by 10%, but it only grew by 7%

The social media engagement was barely 02% while they aimed for 1% Sales were expected to increase by 25%, but they only increased by 15%

Following the offline and online campaign, their website traffic was high, however the conversion rate was below expectations

The main traffic to the website landing page was from both online and offline media:

Offline media: 25%

Social media: 75%

When consumers land on the website, they spend less than 3 minutes and leave the site, only 20% continue browsing to the products pages TasAussie was aiming to retain up to 30% and as well a higher conversion rate of 5%

The numbers below show the main website pages traffic

Website Visitors 5000 -Website Visitors 5000

Number of Potential Customers 1000- Products' Pages

Customers Transaction 150- Checkout Page

TasAussie is aiming to increase the number of customers' transactions

They are struggling with:

Optimisation of their current website,

Identifying the best platform to use to promote the business

Using the same case study Above and your findings, you are required to answer the questions below

Question 1:

a Based on the case study information, suggest two (2) digital media of your choice that TasAussie needs to create or optimise Justify your reasoning

b Suggest three (3) metrics to evaluate the channel's performance

Question 2:

While monitoring the digital activity you noticed that consumers have higher expectations when they send a comment or question to TasAussie on social media, they expect faster responses! Accordingly, they have sent you negative feedback

a Explain how you should respond to the changing consumer expectations

b Develop strategies for rapid real-time response to customers

Question 3:

a List and explain any of the tools and technologies you could use to monitor the digital activity

b Explain how you would encourage digital media channel interaction with customers

Question 4:

To improve the website performance, you suggest adding a call-to-action button; you need to test two (2) different options and identify how consumers react/engage with each option a Explain the 2 different options (complete the table below) by detailing the wording, the colour, the text size, font,

and layout and where it will be displayed on the website page

Details	Option 1	Option 2
Wording (Button)
Colour
Text size and layout
Placement on website page

b Explain how to test these two (2) options and how to evaluate the interaction with target groups

(Hint: consider A/B testing)

Question 5:

a Now that you have conducted the test, explain how to adapt deliverables according to test outcomes

b Who would you verify your final design with?

Question 6:

a The TasAussie data shows a gap between the actual performance and the expected/ desired performance Use the table below to collate the customer engagement, conversations and conversions; compare this data to the exceptions Complete the table below

Data	Current performance	Expected performance

b Explain the gaps and issues you identify from the data you collated in the table above

c Use the table below to document issues and recommendations to improve further

digital media optimisation

Issues	Recommendations for future improvements