DIGITAL MEDIA

 Assessment 2 Project Stop’n’stayTM is a company where Australian homeowners advertise their homes for short term lease by business travellers and, where business travellers can search for suitable accommodation while they are travelling. The business follows a model similar to Airbnb.com. Stop’n’stay have used LinkedIn, Facebook and Twitter to promote their services as well as a range of print media. As part of the monitoring process, the marketing team notice that traffic to the website is not really as high as they had hoped and there are not as many click-throughs from social media as expected. The team have been updating social media posts each month and are now looking for ways to increase their exposure using social media. One of the business’ goals is to attract more homeowner registrations (suppliers) so that they have a greater range of accommodations available across the country. The other goal is to drive traffic to the website so that business travellers use their services as a preferred company for locating accommodation. They have asked you to develop a way for them to optimise their digital media impact. 1. Develop a plan for how you will analyse their current digital media impact. (10 marks) 2. Create a framework for developing and testing the strategies. a. Take into account the customer journey. (10 marks) b. What tools might you use to maximise customer engagement and why will you use them? (10 marks) c. Who will you involve in this process and why will you involve them? (5 marks) d. What channels will you use and why will you use them? (10 marks) 3. Show how you will: a. evaluate the impact of the digital media and assess the effectiveness? (10 marks) b. How might this impact on future strategies? (5 marks)