+1 862 207 3288 Please check: Assignment: Impacting Social Change through Digital Marketing
Have you ever considered the potential of marketing as a catalyst for positive social change? Think about some ways this might be possible. How might a marketer become active in social change through digital marketing? Consider the sharp increase in recent years in the number of pet adoptions from shelters and rescue organizations, and the inverse decline in the number of pet purchases from traditional pet stores. This shift toward adopting in lieu of purchasing can be, at least in part, attributed to digital marketing and the subsequent social awareness being brought to consumers who have a desire to save the life of an animal in need as opposed to supporting the practices of puppy mills.
For this Application Assignment, you explore the use of crowdfunding as a means of digitally marketing and promoting project campaigns that have the potential to impact positive social change.
To prepare
Review Reinventing Marketing to Manage the Environmental Imperative, provided in this week’s Learning Resources.
Review Crowdfunding Social Ventures: A Model and Research Agenda, provided in this week’s Learning Resources.
Review Bring Reading Rainbow Back for Every Child, Everywhere, provided in this week’s Learning Resources.
Generate two examples of how digital marketing has impacted or might impact social change.
View the crowdfunding video, Bring Reading Rainbow Back for Every Child, Everywhere, provided in this week’s Learning Resources.
Explore one or more of the suggested crowdfunding websites, provided in this week’s Learning Resources. These sites are ‘aggregators’ in that they host people with project ideas in search of resources (i.e. money, volunteers/expertise).
Select a cause/initiative (crowdfunding campaign) from those hosted on the crowdfunding site that you selected for this Application Assignment.
Explore how digital marketing is used to affect social change through the crowdfunding campaign that you selected, focusing on the following:
What are the marketing objectives of the campaign?
Who is the target audience?
What core traditional marketing principles are applied?
What digital marketing channels are used?
What types of digital marketing content are used?
Would this strategy be effective by using only traditional marketing? Why or why not?
What performance metrics, analytics, and testing might be used to assess the success of the campaign?
Do you consider the digital marketing strategy for impacting social change to be effective? Why or why not?
What specific elements make the campaign effective or ineffective?
How could the digital marketing strategy be more effective?
Submit by Day 7 a 2- to 3-page analysis of the impact of digital marketing on social change. Include insights regarding the effectiveness of the crowdfunding campaign that you selected. Be sure to address the following:
URL, title, and description of the crowdfunding campaign that you selected
Marketing objectives
Target audience
Traditional marketing principles used
Digital marketing channels used
Types of digital content used
Potential performance metrics, analytics, and testing
Effectiveness of campaign, including suggestions and rationale
How the campaign might affect social change
Use APA format to provide specific references to any resources.
The websites below will help you with this week’s assignment. PLEASE REVIEW THEM CAREFULLY
Evans, D. S. (2009). The online advertising industry: Economics, evolution, and privacy. Journal of Economic Perspective, 23(3), 37–60. Retrieved from http://pubs.aeaweb.org/doi/pdfplus/10.1257/jep.23.3.37
Facebook. (2013). Data use policy. Retrieved from https://www.facebook.com/about/privacy/
Google. (2014). Privacy policy. Retrieved from https://www.google.com/intl/en/policies/privacy/
Raphael, T. J. (2014). Should we have a ‘right to be forgotten’ on the net? Retrieved from http://www.pri.org/stories/2014-05-13/should-we-have-right-be-forgotten-net
Twitter. (2013). Privacy policy. Retrieved from: https://twitter.com/privacy
PLEASE SEE BELOW. YOU WILL HAVE TO CHOOSE FROM BELOW TO CREATE THE ASSIGNMENT. PLEASE REFER TO THE INSTRUCTIONS IN THE MESSAGE AREA BELOW.
Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132–135.
Retrieved from the Walden Library databases.
Lehner, O. M. (2014). Crowdfunding social ventures: a model and research agenda. Venture Capital, 15(4), 289–311.
Retrieved from the Walden Library databases.
Kickstarter. (2014). Bring reading rainbow back for every child, everywhere. Retrieved from https://www.kickstarter.com/projects/readingrainbow/bring-reading-rainbow-back-for-every-child-everywh
Recommended Crowdfunding Websites
Explore these resources for this week’s Application Assignment:
Buzzbnk
https://www.buzzbnk.org/
CauseVox
IndieGogo
https://www.indiegogo.com/
Kickstarter
http://www.kickstarter.com
OpenIdeo
https://openideo.com/
Sparked
http://hello.sparked.com/
Start Some Good
http://startsomegood.com”
