Irector of digital strategy for a leading UK estate agency chain

This is individual work. The essay will carry 40% of the total marks. The candidate should not exceed 3,000 words. Please answer the following:

1. You have recently been appointed as the Director of digital strategy for a leading UK estate agency chain. The board of directors believes passionately that they need to update their online presence but need your assistance to achieve this goal.

They have asked you to provide them with guidance on how the following forms of digital media can assist them:

(A) affiliate marketing

(B) search engine marketing

(C) viral marketing


2.Choose one of the forms of digital media set out in part 1 and create a proposal for management outlining a marketing plan which will focus on its use.

Referencing Requirements:
Digital Marketing: Strategy, Implementation and Practice
Dave Chaffey, Fiona Ellis-Chadwick
Pearson, 2012.

Online marketing: a users manual
Murray Newlands,
Wiley 2011

The on-demand brand: 10 rules for digital marketing success in an anytime, everywhere world
Rick Mathieson
American Management Association 2010

The business of influence: reframing marketing and PR for the digital age
By Sheldrake, Philip, 1971
Wiley 2011

The strangers long neck: how to deliver what your customers really want online
Gerry McGovern,
A & C Black 2010

Engage: the complete guide for brands and businesses to build, cultivate, and measure success in the new web
Brian Solis,
Wiley 2010

The one to one manager: real-world lessons in customer relationship management
Don Peppers,
Currency/Doubleday 1999

The Internet: an introduction to new media
Lelia Green
Oxford 2010