Over time, marketing principles have remained the same, but the tools we use have changed. It is important to understand how technology and connectivity have changed the way marketing is used. Companies now have the ability to have instant conversation with customers. Advertisements are easily created and begin generating leads with the click of a button.

In this unit, you learned how companies use traditional marketing and you also learned about digital and social marketing tools available to reach and engage customers.

In order to prepare for your assignment, review this video that will provide an overview of digital marketing. You will view examples that will help guide you as you develop the marketing profile of a company: Digital Marketing In 5 Minutes

After watching the video, review the digital properties of one of the following companies: •

• JetBlue
• American Express
• AirBnB
• Taco Bell
• Uniqlo

Using what you have learned, create a paper that addresses the following:

• Discuss how the company utilizes traditional marketing. Provide an example of the current ad campaign used by the company.
• Provide one example of digital and social media marketing from two of the following mediums:
  • social media
  • Google advertising
  • website, email marketing, and mobile marketing
• Explain how e-marketing integrates with the company’s traditional marketing. Include the company’s message (what are they telling the customer) and the creative (Image, photo, video) used to reach their audience. Comment on hashtags, number of posts, and specific social media outlets.

Please use the MKTG628_U1_IP_Template to complete this assignment.