QUESTION 1

Based on the above article AS A GUIDE, answer the following questions:

1. Explain Relationship Marketing. (5 marks)

2. Discuss FIVE (5) benefits of Customer Relationship Management.

(10 marks)

3. Discuss FIVE (5) ways how creative contents can increase a companys digital

advertising campaign performance in the context of the above article.

(10 marks)

Actionable testing results like these are only a snapshot of what is available when brands make experimentation a part of their process. Regardless of brand vertical, a test-and-learn approach equips media teams with real-time lessons that empower them to have informed conversations with creative teams around what works, what doesn't, and how they can col- laboratively leverage those insights to drive incremental ROI. Think like a creator Ad spending will always be a key element of making sure a brand is in the right place at the right time with the right message. But for some brands, there could also be a great oppor- tunity to further engage with viewers by showing up as a creator within their own channel. For some brands, there could also be a great opportunity to further engage with viewers by showing up as a creator within their own channel. To that end, Dentsu and YouTube developed Project Green Screen, a program that edu- cates, inspires, and empowers brand marketers to develop content much like a YouTube creator would. Some of the key points we emphasize are YouTube is a relationship platform, whether a brand elects to create, curate, or col- laborate on video content. A certain level of commitment is needed to develop and produce effective content and ensure ongoing engagement with fans and comment- ers, which is crucial to continued success. To create authentic relationships, a brand's YouTube content must be aligned and deeply consistent with its values. Be definitive about what you want to say, and the value that you bring to your desired audience. This also plays into collaborating with the right creators in the right way. Content SEO and discoverability are huge components to the success of winning in video. It's crucial for brands to dig into audience insights and trends to inform content themes, creator partners, in-market opportunities, demographic impacts, and more. COVID-19 has reinforced the need for marketers to be flexible and able to quickly alter creative based on the needs and demands of consumers. Sticking to legacy principles just won't cut it these days. With consumers flocking to OTT and streaming platforms like never before, it's imperative for marketers to understand how to best earn attention and drive en- gagement through leveraging the innovative, data-driven benefits these channels provide