QUESTION ONE [40] Read the following extract and answer the questions that follow: Beyond the Lockdown: Digital Marketing Strategies after COVID-19 Due to the COVID-19 pandemic, brands are facing an unprecedented and highly disruptive situation. According to a survey for marketing managers in the UK and the USA conducted by Econsultancy and Marketing Week, 63% of participants admit their marketing budgets have been frozen or left for review. Moreover, more than half of product launches have been postponed. Currently, many brands are experiencing an essential intermediate phase that is key when reflecting about the future: How should digital marketing strategies be refocused after the initial tsunami? The initial response to the coronavirus crisis Dealing with the shock caused by the SARS-CoV-2 virus short-term has been mostly about cancelling promotional campaigns and focusing communication efforts towards managing the crisis. After these initial emergency measures, strategies have steered towards accompanying users during confinement with new actions designed while racing against time and that generally follow three clear paths: To be present and visible for the user, accepting the situation, providing immediate support and putting solidarity actions in motion whether alone or in collaboration with other companies or public organizations. To inform about any changes in the service (for example, the status of the physical stores or the delivery time for the e-commerce) in order to solve any queries the client may have. Also, to communicate the adopted measures towards improving hygiene in every process and the safety of those employees that are still working. To determine new customer service protocols and assess the next actions while always listening to the users. POSTGRADUATE DIPLOMA IN MANAGEMENT ACADEMIC AND ASSESSMENT CALENDAR REGENT BUSINESS SCHOOL (RBS) JAN 2022 14 The brands have re-oriented their marketing goals in parallel to the changes in users consumer patterns. The initial message should not be centered around sales, instead, it should provide solutions and express empathy. The question, however, is this: what should the next step be? It is time to design a roadmap analyzing the impact the coronavirus crisis is going to have in each area within the digital marketing plan. Jacob Alonso, Digital Marketing Manager at Labelium Adapted from: https://www.labelium.com/blog/digital-marketing-strategy-after-covid-19/ Questions: 1.1 With the use of relevant research examine the concept of buyer persona and elaborate on how organisations can use this concept to develop a strategic digital marketing plan

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