Answer to Question #111197 in Management for Thristan-Leigh Peters

Question #111197
"You work for a digital marketing company that has been approached by a leading company (identify company and sector -Hospitality) in South Africa. The company wants to improve its social media and digital marketing strategy. Identify key factors that would help that company to develop their strategy and write a report for their Board of Executives. Identify their current position and strategies they are
using, how the position and strategies limit their current capabilities, the options available to them
and the main recommendations for an enhanced social and digital marketing strategy.” (75)
Expert's answer

The company relies on traditional promotional activities such as pamphlet advertisements and the word of mouth. For the most part, the strategy limits the ability of the company to attract and acquire new consumer markets. As such, the firm should embrace changes in technology to facilitate online advertisements, data collection as well as customer preference evaluation. Changes in technology influence consumer behavior, communication mechanisms, and changing trends in business. The company should embrace technological changes to engage customers online and to collect data regarding the preferences and opinions of the consumer regarding the products of the company. Introducing a company website and social media marketing are relevant ways of embracing technological change as a marketing strategy in the company. 

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