Netflix engages customers at various levels of the Ladder of Engagement, from passive consumption like watching content to higher levels of engagement like posting reviews and participating in online communities. Examples include passive viewing, user reviews on Netflix's site, and active discussion of shows on external forums and social media.
Netflix engages customers at various levels of the Ladder of Engagement, from passive consumption like watching content to higher levels of engagement like posting reviews and participating in online communities. Examples include passive viewing, user reviews on Netflix's site, and active discussion of shows on external forums and social media.
Netflix engages customers at various levels of the Ladder of Engagement, from passive consumption like watching content to higher levels of engagement like posting reviews and participating in online communities. Examples include passive viewing, user reviews on Netflix's site, and active discussion of shows on external forums and social media.
Netflix engages customers at various levels of the Ladder of Engagement, from passive consumption like watching content to higher levels of engagement like posting reviews and participating in online communities. Examples include passive viewing, user reviews on Netflix's site, and active discussion of shows on external forums and social media.
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MKT3039 Digital Marketing
Online Week 9: AS2 Briefing
Ken Punter | Module Leader
AS2 Briefing The Assessment Task
• This assignment asks you to demonstrate
your knowledge and understanding of the theories and frameworks discussed in class and analyse their application in the marketing industry. The work should be presented in an e-portfolio – i.e. a web-based submission with multiple pages or sections representing the different contents required. AS2 Briefing The Assessment Task
• THE LADDER OF ENGAGEMENT.
• Write up your understanding of the Ladder of Engagement, with academic references.
• Identify a company which engages with customers at several levels on the ladder of engagement.
• Describe the elements of the ladder of engagement you have been able to identify in your example AS2 Briefing The Assessment Task
• EVALUATION OF A SOCIAL MEDIA PLATFORM
• Identify a social media platform of your choice (e.g. Pinterest, Linked In, Weibo)
• Briefly describe the way marketers use it.
• Critique the social medium chosen using a framework from a textbook.
AS2 Briefing The Assessment Task
• WEBSITE CHECKLIST
• Create a suitable website checklist. Maybe you need different criteria for different types of website?
• Apply the checklist you have created to a website of your choice
• You may illustrate your entry with photos / images / screenshots
AS2 Briefing The Assessment Task
• TREND ANALYSIS
• Select a digital trend either from class or another appropriate source
• Evaluate the trend from the point of view of the marketer - how do you envisage brands being able to take advantage of the trend. AS2 Briefing The Assessment Task
• General Guidance: Create an online portfolio of your activities including an Introduction/Home Page, a References page, and one page for each portfolio entry – 6 pages in total.
• Set up a web based portfolio using a suitable free tool (e.g. Wix) with consideration to design, flexibility, security and layout.
• Present your work in a manner suitable for a business audience – you should consider navigation (menus) and take care not to bury your content as attachments which the reader must download or open.
• You should include references to suitable academic texts and use Harvard Referencing throughout. AS2 Briefing • Learning Outcomes
• On successful completion of this assessment, you will be able to:
Explain key aspects of digital marketing approaches informed by professional practice and relevant academic sources. Select and use a range of formats and styles including digital technologies where appropriate to communicate information professionally. Critically analyse approaches for meeting the digital marketing brief, drawing on literature where appropriate.
• Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assignment. AS2 Briefing • The maximum word limit for this assessment is 2000 words AS2 Briefing • The Eportfolio AS2 Briefing – Tasks (continue this week) • The Eportfolio
• Create a Wix account.
• Undertake/complete LinkedIn Learning. AS2 Briefing – The Ladder of Engagement – Introduction Chaffey and Smith Chapter 6
Why? – Content Marketing Audit
What? – Shows the different levels of customer engagement Where? Chapter 6.6 AS2 Briefing – The Ladder of Engagement – Introduction Summary: “There are different levels of customer engagement. From ratings and reviews to discussions to collaborating and co-creating new advertisements as well as generating new product ideas.
PR Smith’s Ladder of Engagement shows the different levels of customer engagement (see Section 6.6). This is very different to the Ladder of Loyalty. However, “not everyone wants to engage all the time” (Smith and Zook, 2020).
In fact Jakob Nielson’s rule called “Participation Inequality” (2006) suggests 90:9:1 is typical, i.e. 90% will not engage at all, they will just lurk. 9%, may engage at low level with comments, ratings and reviews, while 1% might collaborate, creating content.
This 9% are potential advocates and are worth categorizing and nurturing. The 1% collaborators can be really valuable to your business. Deloitte’s 2021 report suggests engagement can be much higher (see Section 6.6).
Chaffey, Dave, and P. R. Smith. Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing, Taylor & Francis Group, 2022. AS2 Briefing – The Ladder of Engagement – Introduction AS2 Briefing – The Ladder of Engagement – Introduction • Task: • For one of the following brands, find examples of each of the levels of the content Pyramid.
• Netflix • Adidas • Vogue • Audi • Salvatore Ferragamo • Mercedes F1 • Emirates Airlines • The Ritz-Carlton
