How Irwins Can Improve Their Brand Loyalty Essay

6622 Words Mar 28th, 2016 27 Pages
iRWINS dIGITAL sTRATEGY
Professor Mark Durkin | gROUP 18Bronagh Mageean B00632875Ciaran Brooks B00620903Conor Grant B00588487James McKegney B00612383Niall McGarry B00618380Digital Marketing (MKT512)Word Count: 2998 |

iRWINS dIGITAL sTRATEGY
Professor Mark Durkin | gROUP 18Bronagh Mageean B00632875Ciaran Brooks B00620903Conor Grant B00588487James McKegney B00612383Niall McGarry B00618380Digital Marketing (MKT512)Word Count: 2998 |

Contents Page
Introduction…………………………………………………………………………………2

Empathy…………………………………………………………………………………...2-3

Define……………………………………………………………………………………...3-4

Ideate………………………………………………………………………………...........4-6

Prototype………………………………………………………………………………….5-6
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Throughout the remainder of this report we will highlight any problems we see, working through each stage of the design school methodology to find an appropriate solution and digital marketing strategy for Irwin’s.

Empathy

The institute of Design at Stanford describes the “empathise” mode as the “Centre piece of a human-centred design process, it is the work you do to understand people within context of your design process.”
It is crucial that the digital strategy designed meets these needs as closely as possible for both parties (Irwin’s and the target consumer). The target type client will occasionally have time to browse online digital communication sources such as social media sites and mother’s blogs. She is highly likely to be a digital tourist however overtime will become a digital native which according to IGI Global describes the generation of students born into the digital age who are much more adept at using ICT than their counterparts from prior generations.
The following are an important set of needs that need considered for both parties before implementing a new digital strategy. From the target consumer point of view, the price and quality of the product are vital due to the fact the target consumer will be looking to budget for her family and seek to purchase a product that may be known as the “healthy selection”, it is useful to educate the public on the health and benefits

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