Assignment: Digital and Social Media Marketing
NAME: _____________
1) Consider two chocolate makers: one new entrepreneurial venture, focused on premium, high- quality
products, and one well-known mass-market brand (e.g. Kit Kat). Compare the different strategies the two
companies should adopt in harnessing digital marketing tools.
Google / Browse internet and let us bring in the similarities and differences in the adopted strategies.
Types of digital marketing
activities
Small premium luxury
chocolate start-up
A well-established main-
stream chocolate
brand (e.g. Kit Kat Bar)
Internet Marketing
Internet Advertising
Search Marketing
Email Marketing
Mobile Marketing
Viral Marketing
Online Retailing
Advertising
Social Media Marketing
2) Social media is an integral tool in communicating a message in the contemporary business world. Based on
the exercise above, discuss how the niche entrepreneurial luxury chocolate producer can use social media
as a marketing tool to its advantage. In consideration of the social media marketing elements listed
below, how might this company harness the power of social media to reach its target audience?
3) In the matrix below, position the following media according to their characteristics and attributes.
Social Media Marketing How?
Growing a Brand’s social
capital
User-generated and co-
created content
Community and social
networks
Conversation and dialogue
Measuring social media
effectiveness
