Description DB 14: Topic Choice for Longer report Which of the topic choices do you want to work with? Tell me the number of the prompt and what what the prompt is about in your own words What recommendation will you be making at the end of your report? Who has requested the report? In other words, who is your audience? Why did you choose this prompt? What will you compare? If you can, specify products or companies. How does this topic or how could this topic relate to your area of business specialization? Topics for Assignment 6 DB 15: Planning the body of your report 22 unread replies.22 replies. As you can see from the assignment sheet, this report has a three part structure: front material, back material (references which you have already begun) the body Today I want you to focus on how you will plan the body of your report. To do that, you need to first skim through your sources so you have an idea of what you have to cover in your report. Also reread the prompt I gave you because I did embed topics you may want to discuss such as who Gen Z are or who Millennials are depending on the prompt and their preferences and so on. So you must discuss the following: Problem or Need Solution Reasons (show the solution will solve the problem or need) Discuss the two choices Discuss what criteria you will use and why. For example for two team tools cost would be one critieria Then compare two choices using criteria Criteria 1 (cost) for Zoom and for Teams Criteria 2 (security) for Zoom and for Teams You will need at least 5 criteria if not more. Recommendation: Explain which is the better choice and why. DB 16 Part One: Introduction to Formal Report Introduction: What has this done well/What could be Improved? A good introduction will do the following: Give the reader a complete sense of the subject, purpose, and audience for the report Tell the reader which specific companies or products will be compared and why Give a complete enough background for each company, or product If necessary, the writer should explain who the target consumer is and traits associated with that target consumer (depending on which prompt you are responding to). Who is the audience for this report? What is the purpose of the report? What recommendation will the writer give? According to the writer, what strategies are essential if one is to appeal to the Millennial customers? Do these strategies or criteria seem reasonable and why? What has this writer done well? Should the writer change the order of paragraphs and why? (Look at first two) What other advice do you have for the writer? Do the last two paragraphs work? Think about transitions, wordy constructions, and. unnecessary passive voice for example When you have answered these questions, go to DB 16 Part 2 and submit your introduction to your report Introduction: Before choosing a social media marketing campaign for the local retail business in Tempe, it is essential to follow and select the most effective strategies that companies are using today to attract Millennials. Research was conducted to find successful strategies through evaluation of Urban Outfitter’s and Zara’s social media marketing tactics. From this, we were able to find the most impressive strategies for a social media marketing campaign for Tempe’s new retail company Big DataBoutique. Although Generation Z has grown up surrounded by social media and the internet, Millennials display the highest usage of social media platforms like Instagram and Facebook. According to Smart Insights, US-based Millennials will be the biggest generation from 2020 with strong purchasing power. Millennials are a “good option for brands wishing to grow awareness and revenue” ("Smart Insights"). They are at the peak of usage when it comes to social media platforms and companies within this target market should focus on digital marketing tactics. Firstly, Millennials are visual consumers, and prefer visual rather than text-only content, according to Copy Press. An Instagram theme, style, and overall aesthetic is important to achieve the visual content strategy. In addition, Zach Benson, CEO and founder of Assistagram, an Instagram management agency states that “eye-catching, high-resolution images usually catch the attention of millennials, but videos are the current trend” (Business.com). Instagram stories and short videos can lead to higher engagement. Kyle Wong, CEO of visual marketing platform Pixlee mentioned that “Urban Outfitters’ high engagement rates on social media can be attributed to its ability to source content that resonates with its target audience. As a company, it does a phenomenal job of curating relevant content that is both aspirational and authentic, and that has already been proven to engage its target audience from partners, regional locations and customers” (Glossy). A look book-style feed like Zara’s and Urban Outfitter’s Tumblr-like feed featuring store displays are both successful in generating visual content (Racked). Companies in the retail merchandising industry must use aesthetic and visually appealing content to win Millennials as their target market. User-engagement content also increases customer relationship and social emphasis. Businesses that create a unique hashtag on their media posts to be featured will build a reputation as a “authentic source of content” (Social Pilot). For example, Urban Outfitters has #UOonyou, where consumers post pictures either on Instagram and then integrated into their social media platforms like Instagram, letting “consumers play an active role in the brand” (Retail Dive). Millennials will be engaged through interaction with the brand by creating content to become featured. According to Smile.io, “80% of Millennials believe user-generated content is a good indicator of a brand’s quality,” which will ensure customer loyalty and trust. The use of influencers in a strategic way is essential for a successful social media marketing campaign. According to Meltwater, “leveraging influencers to increase brand awareness” is key, especially micro-influencers who are experts in a brand or topic but also popular online since “people relate to people, and for audiences today, authenticity and relatability is the connection that they seek towards a brand – something that micro-influencers offer.” Micro-influencers are engaging and develop relationships with their followers that macro-influencers and celebrities lack. Zara and Urban Outfitters utilize this tactic within their social media marketing campaigns and are highly successful with their customer reach and engagement. Content should be consistent and authentic. According to Lyfe Marketing, “Millennials respond best to marketing efforts that are authentic and engaging, no matter what channel it reaches them on.” Constantly posting useful content is essential in order to engage Millennial buyers. Social engagement is important to Millennials and should be incorporated into the social media marketing campaign. According to the "Final report: Understanding How Millennials Engage in Causes and Social Issues," “Millennials operate as ‘everyday changemakers’ whose social engagement ranges from bidding in online charity auctions to buying from and investing in socially responsible companies; and believe that traditional activism — including voting, petitions, and protests — is the most influential way to bring about change”(Philanthropy News Digest). Millennials want to see change and take action among social media platforms, which is why it is important to be socially aware and allow for social engagement. To summarize, Big Data Boutique should have these five criteria on social media to best reach Millennials: visually appealing content, content consistency, user-engagement, influencers, and social engagement. In order to recommend strategies on those platforms, we examined the social media used by Urban Outfitters and Zara. We evaluated those strategies based on the criteria explained above and we determined what is most impactful before Big Data Boutique opens its Tempe location. DB 16 Part Two. In class, write an introduction to your Formal Report Look back at the sample introduction you worked with in the last Discussion Board. Your introduction should explain the problem/issue/need you are attempting to address and should include quotes from sources. So what is the problem or issue or need Who does it affect/what are their important demographics and traits to be considered It should explain that there are two choices that will solve the problem/issue/need and describe what they are. It should then explain that in order to pick the best choice, the two will be compared using a set of criteria The criteria should be explained so that readers understand what they are and why the writer is using those criteria Please find attached the topics and Analytical report file
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