The dokiWatch by Doki Technologies (Doki) is a smart watch for kids. The watch not only has features for kids to enjoy, but also has features for parents to help them keep their kids safe. You can visit their website here: [URL HERE]

Parents can install the Doki app for Android and iOS in order to track their kids and stay in touch -- be it by video, voice or text. Parents can even set virtual fences so that the app can notify the parents when their children enter or leave specified areas, such as home or school. When trouble arises and the SOS button is pressed, the app will send the kid's location to all preset contacts (like parents or relatives) right away.

dokiWatch is available in four colors and currently priced at $149 USD. It has been available in America for over one year and has had huge success in the American market; specifically, in metropolitan and middle-to-upper class areas. Much of its success has been due to positive feedback in the press (both online and in traditional outlets like newspapers and magazines). Specifically, huge spikes in sales corresponded with being featured in outlets such as The New York Times and in Oprah! magazine. When celebrity mom and fashion icon Victoria Beckham tweeted her love for the product, sales exploded.

Although Doki also has an e-commerce site to sell the watch directly to consumers, historically Doki has relied on major mobile providers in the USA (E.g., AT&T, Verizon, and T-Mobile) to distribute this watch, so consumers would purchase the dokiWatch as part of a bundled package on these companys websites and in-store.

However, in 2020, dokiWatch saw a huge lift in their online sales via their website. They are now interested in investing more into their own website and digital marketing. Doki Executives are now realizing that a direct-to-consumer model has many benefits, and want to shift their business more heavily using this direct model.

Question:

The Digital Strategy Framework is a model that identifies Demand Generation, Demand Harvesting, and Loyalty Building as areas of focus. The Digital Strategy Framework is often used to prioritize digital marketing efforts. Explain how Doki can use this framework to decide two digital marketing tactics by (a) providing an example, (b) explain how the framework can help prioritize this tactic, (c) explain the desired outcome of this tactic.