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InstructionsYour objective is to write a semi-structuredextended essayfollowing the conventions discussed in out lastsession: theoretical support, example, and reflection.Extendedmeans between 800 and 1200 words plusappendicesPER ANSWER. Only word files (No PDF or PP). As a rule ofthumb, you can use up to 50 % of the space inTheoretical support and 25 % for example andreflection respectivelyYou are expected to provide references tocomplete your arguments. You can naturallyrefer to the textbook and class notes.You can use graphic support within space limitsand following referencing rules.
Submit your answers clearly outlined withtitles and in one single file.Submit your files in the turn-it in drop boxfound in week six tab in the course´s Moodlespace.Deadline: August 30, 01:00 PM, No latesubmissions allowed.Use one of the references as TextbookQ1Effectiveness in digital marketing goes beyondtechnical matters. When discussing the topic ofstrategy and execution (digital marketingcampaigns) a concept referred to as “the sweetspot” was discussed in class and introduced in thePP materials? What are the elements of the so-called formula? Is this idea related to on and offpage design? How? In your example provide onegeneral example of the sweet spot concept.Theoretical Support + Example + Reflection
Q2 SEM/SEO: What is the difference between SEMand SEO, explain your concepts in terms of thenotion of organic versus paid listings The chapterrefers to the definition of one of them as “smellnice for Google” Which approach is that. How canwe interpret the meaning of this sentence? In yourreflection and as a general rule, what percentageof Click through rate can be expected on eachone?Theoretical Support + Example + ReflectionWEEK 4DIGITAL MARKETING CAMPAIGNSMRKT 623 DIGITAL MARKETING STRATEGYDR. SALVADOR TREVINO
SPRING 2020AGENDAINTRODUCTIONINDIVIDUAL PROPOSAL AND LAB ONEPRESENTATIONS START NEXT WEEK, OUTLINES DUEMONDAYDIGITAL MARKETING CAMPAIGNS (CHAPTER 10)ATL/BTLHOUSEKEEPINGINTRO“A successful digital marketing campaign is onethat uses the most appropriate channels to
achieve the maximum impact—”Dodson, Ian. The Art of Digital Marketing (p. 331).Wiley. Kindle Edition.strategy and planningFormal definition of strategy and planning: Theprocess of integrating digital marketing activitieswith a plan, buying for it, and executing asuccessful digital marketing campaign.Informal definition of strategy and planning:Composing your digital marketing masterpiece.Dodson, Ian. The Art of Digital Marketing (p. 331).Wiley. Kindle Edition.Figure 10.1 Four-Step Strategy and Planning
ProcessDodson, Ian. The Art of Digital Marketing (p. 332).

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Marketing, Dodson

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