media strategy and pitch

you will develop a pitch presentation of how to improve the media strategy for an issue or circumstance facing a brand, product, or service. The pitch will be based on a combination of situations of your choice from a provided list of brand, product, or service options, and issues related to current events. In general, examples of some circumstances include, but are not limited to, increasing sales and marketing performance for a legacy product, improved media impressions and product performance for a celebrity-driven product, or the launch of a new product.

Statement of the problem, identification of the brand and product, and differential analysis of at least two AdTech strategies and MarTech strategies that could be implemented.

Evaluate an appropriate potential model and search engine strategy to enhance discovery and conversion. The evaluation should consider appropriateness and support for overall objectives.

  • Analyze the various MarTech data measurement solutions and select one or two strategies that could support the overall improvement efforts. Such a solution should support the full funnel.
  • Reflect on the privacy compliance aspects of AdTech and MarTech solutions as they relate to use in certain territories and briefly discuss an ethical practice of data collection, management, and use related to this compliance.
  • Diagram how the use of AI and algorithmic technology with AdTech and MarTech can reduce bias while improving inclusive and diverse marketing.
  • Describe your strategy, using at least one method of AdTech and MarTech in a converged manner that can support your marketing efforts.
  • sources:
  • Deshpande, I. (2021, March 16). What is advertising technology (Adtech)? Definition, ecosystem, programmatic, & trendsLinks to an external site.. Spiceworks.…

Morrison, S. (2023, April 13). How technology is changing online advertisingLinks to an external site..…

WEBA International. (2020, January 16). What is martech and why you should careLinks to an external site.. Medium.…

Maheshwari, N. (2020, May 21). What is martech: A complete guide to understanding marketing technology & how you can build a martech plan for your businessLinks to an external site.. Pink Power Co.

Brinker, S. (2020, May 12). Platform dynamics driving martech app expansion and consolidation explained in one (relatively) simple modelLinks to an external site..…

Hopper, D. (2020, May 23). How a marketing and sales funnel works to attract and convert more customersLinks to an external site.. Business 2 Community.…

Dasha D. (2019, July 9). An extensive guide to 8 app monetization modelsLinks to an external site.. Ruby Garage.…

Mullen, A. (2019, March 11). Martech can deliver personalized consumer experiences, but humans are still requiredLinks to an external site.. Martech.…

Sevignani, S. (2016). Privacy in informational capitalismPrivacy and capitalism in the age of social media (pp. 51-74). Routledge.… ISBN: 9781315674841

Lomas, N. (2020, January 17). Privacy experts slam UK’s ‘disastrous’ failure to tackle unlawful adtechLinks to an external site.. TechCrunch.…
Lomas, N. (2020, January 17). Privacy experts slam UK’s ‘disastrous’ failure to tackle unlawful adtechLinks to an external site.. TechCrunch.…

Shields, R. (2019, September 25). As privacy concerns make the internet more opaque, can ad tech keep its promise?Links to an external site. AdWeek.

Rheinlander, S. (2019, April 19). Everything you wanted to know about marketing attribution models (but were afraid to ask)Links to an external site.. SalesForce.…

Oracle Data Cloud. (2020, February 27). Effectively measuring advertising performance: Your guide to successLinks to an external site.. Oracle.…

Brockbank, J. (2019, January 11). Top 13 SEO metrics to track content performance & engagementLinks to an external site.. Search Engine Journal.…



Pitch Presentation: Enhancing Media Strategy for XYZ Brand

Statement of the Problem: XYZ Brand is facing challenges in increasing sales and market performance for its legacy product line. Despite its strong brand presence, the brand struggles to reach its target audience effectively and convert leads into sales. To address this issue, we need to revamp the media strategy by implementing innovative AdTech and MarTech solutions to optimize marketing efforts and improve overall performance.

Brand and Product Identification: XYZ Brand is a well-established consumer electronics company known for its high-quality products and innovative technologies. The legacy product line in focus is the XYZ Smartwatch series, which offers advanced features and functionality to consumers.

Differential Analysis of AdTech and MarTech Strategies:

  1. AdTech Strategies:
    • Programmatic Advertising: Utilizing programmatic advertising platforms to target specific audience segments and deliver personalized ads in real-time.
    • Contextual Advertising: Leveraging contextual targeting to display ads on relevant websites and platforms based on content relevance and user interests.
  2. MarTech Strategies:
    • Customer Relationship Management (CRM) Software: Implementing CRM solutions to manage customer data, personalize communications, and track interactions across multiple channels.
    • Marketing Automation: Utilizing marketing automation tools to streamline campaign management, automate repetitive tasks, and nurture leads through personalized workflows.

Potential Model and Search Engine Strategy: Implementing a hybrid model that combines elements of programmatic advertising with a focus on search engine optimization (SEO) can enhance discovery and conversion. By optimizing website content, improving site speed, and targeting relevant keywords, XYZ Brand can increase organic search visibility and attract qualified leads to its product pages.

MarTech Data Measurement Solutions: Implementing a robust analytics platform such as Google Analytics or Adobe Analytics can provide valuable insights into customer behavior, campaign performance, and conversion metrics. Additionally, leveraging advanced attribution models, such as multi-touch attribution, can provide a comprehensive view of the customer journey and support data-driven decision-making.

Privacy Compliance and Ethical Data Practices: To ensure compliance with privacy regulations, XYZ Brand will prioritize data transparency, consent management, and user privacy protections in its AdTech and MarTech solutions. Ethical data collection, management, and use practices will involve obtaining explicit consent from users, anonymizing personally identifiable information, and providing clear opt-out mechanisms.

Reducing Bias and Improving Inclusivity with AI and Algorithmic Technology: Utilizing AI-driven algorithms in AdTech and MarTech can help reduce bias by analyzing vast datasets and identifying patterns without human intervention. By optimizing targeting algorithms for diversity and inclusivity, XYZ Brand can ensure that its marketing efforts reach a diverse audience and resonate with individuals from different backgrounds.

Converged AdTech and MarTech Strategy: XYZ Brand will implement a converged strategy that integrates programmatic advertising with CRM and marketing automation capabilities. By leveraging audience segmentation, personalized messaging, and automated workflows, XYZ Brand can deliver targeted ads, nurture leads, and optimize conversion rates across the customer journey.

In conclusion, by adopting innovative AdTech and MarTech strategies, XYZ Brand can enhance its media strategy, improve audience engagement, and drive sales growth for its legacy product line.

References: [Include relevant references from provided sources]


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