DigitalMedia_Assessment1.docx - Family Name Given Name...

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Family Name : Given Name: Student ID : Course: CERTIFICATED IV MARKETING AND COMMUNICATION Module : Trainer’s name : DIGITAL MEDIA Date Due : Date Submitted : 23/03/18 23/03/18 Declaration : I certify that this assignment is entirely my own work. I have provided full referencing to the work of others. The material in this paper has not been submitted before. IMPORTANT – READ THIS FIRST PLAGIARISM : You must compose your answers in your own words . Simply pasting text from the Internet will result in a failing grade . It is better to write your own thoughts in your own words – even if your English is not perfect – rather than copy word-for-word the thoughts of someone else. SUBMITTING IDENTICAL ANSWERS : You may discuss your assessments with other students, but submitting identical answers to other students will result in a failing grade . Your answers must be yours alone. TUTORIALS: Tutorials are run every week to help you answer the assessments. The schedule for tutorials will be announced during the first week of term. You are urged to attend the tutorial that pertains to your online subject. <Please remember to write your name and SID on the first page of this assignment, save your own copy of this file with the filename <Name_StudentID_SubjectName_AsstNumber> and upload the assignment once completed>>
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Assessment 1 Written or Oral Questions Part A - Case Study 1. What were GHD's objectives, i.e. what were they aiming to achieve? The main objective of GHD was to take advantage of the high traffic that is generated from mobile devices and take advantage of the boom to increase sales and site visits growing by two digits at the end of the campaign. 2. What strategies did they use? A monthly monitoring and study was done to know and understand the behavior of the users with respect to the searches that they did in addition to the market trends were identified to align them to the new digital strategy of GHD. With the studies and analysis of the market, the digital strategy was implemented to appear in the top positions of the users' searches, in addition to integrating the strategy with Google shopping. This strategy focused on paying ads generated a large ROI. 3. What were the results of the strategies? Different results were generated from the monetary point, and the value and positioning of the brand was increased with the following results: - 15% of GHD's total paid search traffic now comes from PLA (product listing ads) - 20% more accesses from mobile devices - Traffic of visitors from mobile devices grew by 164%. Mobile revenue grew by 74%.
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