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Digital Marketing

Business & Economics Librarian

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Jennilyn Wiley
RBD Library
231 Mell Street
Auburn University, AL 36849-5606
Subjects: Business, Economics

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Steps for Analyzing Digital Media Strategy

Below are tips for reviewing a company's digital marketing strategy.  Click through this guide to find library resources that will help you along the way. 

1. Introduce the Company

Introduce the company and give enough information for someone to have a solid understanding of who the company is, what they do, and how they use social media to help market its products and/or services.  Gather any pertinent information about the company you feel is necessary to provide the foundation for further examining its marketing efforts, including its history, the line of business it is in, and key personnel.  Profiles can identify major competitors and company strengths, weaknesses, opportunities, threats, or other important information.  Library databases are valuable sources of information here, as is the company's own website.

2. Examine the Industry

You will also want to gain an understanding of the industry in which the company operates.  Industry profiles provide context for understanding the detailed information you'll gather elsewhere in your study of the company's marketing strategy.  Looking for relevant information about a company's competitors and any external opportunities, weaknesses, and risks may help you understand why the company is doing what it does. 

3. Learn about the Company's Target Audience

Marketing and advertising messages work best when they are created with target audiences in mind, and these audiences will vary widely depending on the intended outcome.  Understanding who your company is targeting with their marketing efforts will help you determine how successful those efforts have been or might be in the future.  Demographics and psychographics are two lenses through which we look at customers.  

4.  Monitor the Platforms 

Look closely at how the company is using each of the social platforms to disseminate their messages.  There is a large number of tools available to help you do this.  Understanding how the different platforms are best utilized will help you make sense of the information you gather about a company's shares, likes, followers, or retweets. 

5.  Put it all together

The final step is to put everything you've gathered together into a thorough analysis of a company's digital marketing strategy.  This will require an understanding of digital marketing best practices and the best way to indicate your understanding will be to support your claims with credible sources.  Using well-researched sources to support your ideas will ensure your report does not read as an opinion piece, but rather it will be grounded in thorough research and will lend credibility to your analysis.  

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