STUDENT NAME : WEDZERAI PRUDENCE MAJURIRA
PROGRAMME : PROFESSIONAL CERTIFICATE IN DIGITAL MARKETING
COURSE NAME : DIGITAL MARKETING OVERVIEW 1
COURSE CODE : CDM1.1
FACILITATOR : LINDA MAJURU
DUE DATE : 25/10/20246
Assignment question
Identify and critically analyse a digital marketing campaign from a brand or organization in your
country , evaluating it’s strategies , effectiveness and impact on the target audience .
Defining a digital marketing campaign
According to Phillip Kotler and Armstrong a digital marketing campaign is a well planned and
coordinated effort to promote a product or service to a specific audience through digital
channels . It entails using various tactics such as social media marketing , email marketing .
Brand
A brand is a product, service or concept that is publicly distinguished from other products ,
services or concepts so that it can be easily communicated and marketed.
Target Audience
Target audience is knowing who the campaign is aimed at and tailoring the message to that
audience understanding their interests and behavior .
The Digital Transformation Campaign
I have chosen the Digital Transformation campaign done by Econet Wireless Zimbabwe as my
digital marketing campaign. The campaign is all about embracing the digital lifestyle to enhance
customer experience. The company aims to become a digital service provider, focusing on
unique opportunities brought by digital adoption.
The main objectives of the compaign is to provide high-speed data coverage to rural areas,
ensuring that no Zimbabwean is left behind . As an additive, the campaign’s other objective is
of digital banking. Econet wireless deploys Kwenga POS machines for convenient digital banking
services.Gaming and music streaming is the other objective of the campaign whereby it
introduces platforms like Yoplay and Buddie Beatz to cater to the growing demand for digital
entertainment. Furthermore,the other objective of the campaign is of accelerating the
installation of solar power to mitigate national grid power outages and ensure network
availability . The target audience for this campaign is for all Zimbabweans people living in urban
areas and also those in rural areas. It also targets both the old aged people and young people.
Evaluating the strategies used in the Digital Transformation Campaign
Econet’s Digital Lifestyle Network Campaign employs several marketing strategies to promote
it’s digital services and products.The campaign mantains an active presence on social media
platforms like Facebook, Twitter, Instagram and Youtube to engage with customers and
promote it’s products.However some of the existing and potential customers cannot acess the
social media making it a challenge.
The effectiveness of the campaign
Through maintaining a presence on social media platforms the campaign helps the Econet
Wireless brand to connect with both existing and potential customers. In addition, through
social media the campaign managed to engage users, provide them with helpful information
about business and develop relationships that encourage customers to make purchases
Below is facebook post for the digital transformation campaign by Econet Wireless Zimbabwe
On this post it shows how the brand connects people together, the whole family is connected
together and enjoying . It also shows how easy the brand is meaning even a child can easily use
the mobile phone.
Below is an instagram post for the campaign.
Below is a facebook post for the campaign.
The impact of the campaign to the target audience
The digital transformation campaign had a significant impact on it’s target audience. The
targeted audience benefited in that the campaign lead to improved connectivity. The campaign
also increased access to digital services such as yoplay and buddie beatz providing
entertainment options and promoting digital inclusion.The deployment of Kwenga POS
machines also facilitated digital banking thereby making financial transactions more
convenient. However,the digital transformation campaign led to growth in data traffic and
growth in voice traffic. Furthermore, people living in rural areas and some people in urban
areas who are unemployed are unable to acess the social media because of the unavailability of
funds.
Conclusion
In conclusion by driving the digital transformation campaign, Econet Wireless has successfully
enhanced the digital experience for it’s customers demonstrating it’s commitment to
innovation and customer satisfaction .
References
1. www.econet.co.zw
2. econet.co.zw/digital-lifestyle-network-2
3. Phillip Kotler
4. Forbes
