Prompt: First, review “The Tate’s Digital Transformation”. Then, write paper that identifies gaps and/or opportunities in the Tate’s current marketing campaign that will offer a framework for your final project. After reading the case study, ask yourself the following: Are there any obvious gaps or opportunities in the Tate’s goal of expanding its digital presence and what it is currently doing online and offline? Do you see an opportunity or potential area for improvement for the Tate? The paper should include details as to how the current campaign can be enhanced. Remember that, in assessing the current efforts, you will also review the brand’s digital footprint online. Specifically, the following critical elements must be addressed:
I. Assess Current Campaign: Evaluate the pros and cons of the current marketing campaign by doing the following:
A. Examine elements and digital assets of the current campaign.
B. Compare the current campaign and the company goals for alignment. Describe how each is aligned or not aligned.
C. Identify possible gaps (missed opportunities) in the current campaign.
D. Estimate risks in current campaign (e.g., celebrity endorsements, mixed messages). Be sure to reference your textbooks, the case study, the other course resources provided, and your own research to support your responses.
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