Analyze the results of the Street Quest campaign for Volkswagen.

    Analyze the results of the Street Quest campaign for Volkswagen.

    QUESTION 1

    Read the following material and answer the questions which follow.

    Chaffy, D. & Smith, P.R. (2013) Emarketing Exellence: Planning and Optimizing your Digital Marketing. 4th ed. Routledge. Chapter 1.

    Visit the Volkswagen South Africa website at www.vw.co.za

    How effectively is Volkswagen utilising the ‘SELL’ S of the five S’s model on their website? Provide screenshots to support you answer

    Using Google, conduct on online search for the “Volkswagen GTI” and answer the following questions:

    How does Volkswagen GTI rank in their Google paid advert search and what advice would you offer to their digital marketing team to improve their Google paid search ranking? Use screenshots to support your answer.

    How does the Volkswagen GTI rank in their Google organic search and what advice would you offer to their digital marketing team to improve their Google organic ranking? Use screenshots to support your answer.

    Discuss whether or not there is any evidence of online PR for the Volkswagen GTI brand and if in your opinion this opportunity is being maximised by Volkswagen.

    In the Google page one search results, evaluate whether there is any evidence of social media activity for the Volkswagen GTI and make recommendations for improvement.

    QUESTION 2

    Read the following material and answer the questions which follow.

    Chaffy, D. & Smith, P.R. (2013) Emarketing Exellence: Planning and Optimizing your Digital Marketing. 4th ed. Routledge. Chapters 2 to 4.

    Case study: Volkswagen Street Quest

    Evaluate and discuss how Volkswagen’s online mix was morphed by the Volkswagen Street Quest campaign.

    Evaluate the results of the Street Quest campaign for Volkswagen. Consider the response to the campaign and assess what this implies for usage of social media campaigns in South Africa.

    Volkswagen needs you to develop goals for their social media strategy so that they can benchmark their progress. Provide them with an outline of Speak, Serve and Sizzle goals they could set and make suggestions about how they can measure and benchmark against these goals.

    As a marketing consultant to Volkswagen, advise them on the following core social media activities and how they should be used to form a strategy for social media marketing.

    acquiring new customers

    enhancing customer service

    harnessing the brand

    QUESTION 3

    Read the following material and answer the questions which follow.

    Chaffy, D. & Smith, P.R. (2013) Emarketing Exellence: Planning and Optimizing your Digital Marketing. 4th ed. Routledge. Chapter 2.

    Visit the Volkswagen South Africa website at www.vw.co.za

    Pricing and price models are being turned upside down by the internet. Evaluate and discuss whether Volkswagen would be susceptible to pricing pressures caused by commoditisation and price transparency.

    A range of options exist for businesses to generate revenue online. Review these options and select and discuss five (5) appropriate online revenue models that Volkswagen could implement to generate revenue from their website.

    PRESENTATION

    Unless otherwise specified, a maximum of 20 marks may be deducted for not meeting the required presentation standard, based on the following aspects:

    Structure and grammar:

    The content of the document should have a logical flow, guided by numbered headings and subheadings for the various sections. Incorrect numbering, unsuitable language (non-academic and/or unprofessional), poor syntax and spelling errors will be penalised.

    Students are to follow the required guidelines in terms of font type, font size, line spacing, justification etc. as set out in the IMM Graduate School Yearbook.

    Citation:

    When including a quotation/reference in an assessment from a book, text book, paper, author or other sources, correct in-text referencing of the source is required.

    Referencing:

    Referencing includes both in-text referencing and the reference list. References must conform to the style and format provided by the IMM Graduate School’s ‘Harvard Referencing System Guide’.

    References are to the prescribed textbook:

    Chaffy, D. & Smith, P.R. (2013) Emarketing Exellence: Planning and Optimizing your Digital Marketing. 4th ed. Routledge.

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