Consider a situation where you have been hired as the vice president of strategic marketing Operations for a company called Smarty Pants that specializes in offering electronic toys to gifted children under the age of 10. Your organization is doing well in terms of traffic to the main Website; however, the board of directors is concerned that the reach of the e-Marketing campaign is not sufficient for mobile devices such as tablets and smartphones.
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Write a six to eight (6-8) page paper in which you:
- Provide at least two (2) examples of companies that sell similar products (that is, children’s toys) and determine how they market their brands from mobile devices.
- Research the demographics of the potential audience and explain how and why those demographics would alter your mobile e-Marketing strategy.
- Describe how the product could be differentiated through a mobile e-marketing strategy. Justify your reasoning.
- Suggest how an e-Marketing strategy could be implemented for the company to include the utilization of mobile devices.
- Research at least three (3) trends in mobile e-Marketing and describe how those trends should be addressed in the implementation of a mobile e-Marketing strategy.
- Determine the steps that need to be taken to ensure the safety and security of the consumers of your product. Explain your reasoning.
- Use at least three (3) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.
Your assignment must follow these formatting requirements:
- Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
- Explain how to apply various electronic commerce mechanisms to support traditional marketing operations and create Web-based / virtual markets for consumer and commercial / organizational transactions.
- Develop viable marketing strategies by applying the principles of marketing and the enhanced capabilities provided by electronic commerce processes.
- Evaluate the expanded dimensions of the external marketing environment brought about by the application of information technology and evolution of the World Wide Web.
- Integrate the promotional mix to market online.
- Use technology and information resources to research issues in e-Marketing.
- Write clearly and concisely e-Marketing using proper writing mechanics and technical style conventions.
