The Tate’s Digital Transformation

You will assess where current strategies (owned, earned, paid) miss the effective use of online channels to create new business for the Tate and/or help it retain its customers. You will examine the business goals of the Tate, including its key performance indicators (KPIs), to determine the best online channels for supporting these goals; finally, you will prioritize the optimal mix of distribution channels to effectively reach your target audience. Specifically, the following critical elements must be addressed:

II. Address Gaps: Illustrate how the current campaign can be enhanced by constructing the following:

A. Using your analysis of the current campaign, identify new opportunities:

1. Compose a target/potential customer by creating a customer profile (buyer persona) based on new assessment data.

2. Assess where current strategies (owned, earned, paid) miss effective use of online channels to create new business and retain customers.

B. Correlate the business goals and associated KPIs, and the channels that support these goals.

C. Prioritize the optimal mix of distribution channels to effectively reach your target audience. Support your reasoning for the choice of channels and the prioritization.

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