JWI 518 Week 7 Assignment 2 Case Study Analysis - Digital Marketing Tools
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Due Week 7, Sunday (Weight: 20%)
In 2015, Starbucks Corporation saw 20% of its payments in the U.S. via its mobile application or "app," and 94% of Facebook users were fans of Starbucks or friends with fans. This case study explores Starbucks’ use of its mobile app, social media, and digital marketing, which helped to drive customer loyalty and increase its customer ba se, stock price, and revenues.
For this assignment, you will apply the key concepts from Weeks 1 - 8 to evaluate the use of digital marketing technology, and recommend strategies to drive customer loyalty and increase the customer base.
i. Give a brief summary explaining what is happening in this case. You may also view the company’s website and recent SEC filings.
- According to the case study, what types of digital marketing tools and social media platform technologies does Starbucks curre ntly use?
- How has the use of these digital marketing tools and social media platforms led to customer loyalty and increased growth?
- Has Starbucks used the correct digital marketing tools and social media platforms?
- How would you drive customer loyalty and increase the customer base using the digital marketing tools and social media platforms differently?*
*For example, if your research and analysis shows that the company would benefit from using a specific mobile app other than its own or a social media platform it is not currently using, explain why these digital marketing tools would be appropriate to use.
JWI 518: M arketing In a Global Environment
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