BM632 Managing Innovation & Creativity: Digital Marketing Plan

This report identifies challenges in digital marketing, such as the collapse of third-party cookies and ad-averse audiences. It applies creative and innovative methodologies to propose solutions, including fostering open work environments and encouraging diversity. The report details the selection of an appropriate solution and the construction of an implementation plan, outlining steps like defining goals, conducting research, mapping out risks, scheduling milestones, and allocating resources. Furthermore, it discusses applying an innovation audit methodology to identify potential issues. The report concludes that adopting the latest technology is crucial for business growth and achieving organizational goals. Desklib provides access to similar reports and solved assignments for students.

MANAGING
&
DEVELOPING
INNOVATION
&
CREATIVITY

Contents
ITRODUCTION....................................................................................................................................3
TASK....................................................................................................................................................3
Identify specific need/ problem that exist within digital marketing platform in organization............3
Apply creative and innovation methodologies to production of possible solutions...........................4
Select appropriate solution and construct plan for implementation...................................................5
Applying an innovation audit methodology and identify potential issues..........................................7
CONCLUSION.....................................................................................................................................8
REFERENCES......................................................................................................................................9

ITRODUCTION
In market due to advancement of technology the organization operates its activity on digital
platform generally because of competition is very high in market so management of an
organization has to adopt latest technology in organization. If organization doesn’t able to
adopt latest technology then they don’t able to survive for long term in market because
management of organization do not have potential to fulfill the demands and needs of
markets. In this report it includes approach to a range of business data, source of information
and methodologies in identifying drivers of innovation within business and it also includes
how organization can successfully plan, prepare and manage innovation (Akgunduz, Alkan
and Gök, 2018). In this report it also includes the importance of organization knowledge,
transfer of knowledge and cross functional co-operation in order to analyses and assesses
innovation capability and blockages. In this report it also includes actively engage in
identification of an innovative or creative solution for an identified business or organization
and it also includes conducting innovation and development audit appropriate for the
introduction of new product or services.
TASK
Identify specific need/ problem that exist within digital marketing platform in
organization
Digital advertising has turn out to be the go-to marketing and marketing approach for
plenty businesses. The go back on funding is unmatched, and it gives a completely unique
manner to have interaction with customers. However, in spite of being any such pivotal a part
of many businesses advertising strategies, virtual channels face their personal challenges.
There are many different types of problem which is face by management in organization are
briefly discussed in below:
Collapse of third-party cookies: The crumble of third-celebration cookies is actually at the
pinnacle of the hazard list, because it will make it an awful lot tougher to tune customers and
serve focused ads. With maximum most important browsers ramping up monitoring
prevention, advertisers and publishers might be similarly laid low with this change
(Bäckström and Bengtsson, 2019). There are not any time having any clean answers to this
problem, however more than one enterprise tasks are underway to atone for the loss

Audiences increasingly adverse: Content-overloaded audiences are an increasing number of
ad-adverse -- 86% of visitors pass thru advertisements and 47% make use of ad-blockers. To
compete, entrepreneurs want to spend money on data-pushed emblem integration techniques
to get merchandise at once into content material efficiently, and at scale (Ferreira, Coelho and
Moutinho, 2020). Artificial intelligence can type thru tens of thousands and thousands of
possibilities to pinpoint the great integrations for brands, supporting them beat the ad-blocker
curve.
Tone of deaf messaging: Tone of deaf messaging can emerge as a main issue. An advert that
also stays the day after a big shooting, a plague or a main global motion along with BLM
cannot best seem tone deaf, however also can absolutely flip off capacity clients and spark
outrage. Marketers want to have a plan in location to review, pivot and pauses advertisements
at once given the tempo of the information cycle and activities within side the world.
Turning into a tactic-first activity: There is a chance of virtual advertising becoming a
tactic-first activity. Digital advertising has in latest years end up synonymous with boom
hacking. The relentless push towards facts and metrics mockingly erodes the centre essence
of advertising: to be powerful communicators among organizations and consumers (Han and
Hawken, 2018). Companies want to beat back on a metrics-first technique and use strategies
to examine the larger image in their virtual efforts.
Brands sticking to legacy technologies: Brands and groups typically stick with legacy
technology and processes. Scale, personalization and Omni channel studies seamless studies
in each touch point channel, device and format will dictate the destiny of your virtual
marketing and business. Many organizations are nevertheless reluctant to take the following
step, and sooner or later it will boomerang. COVID-19 elevated a few elements and there
may be no turning back.
Apply creative and innovation methodologies to production of possible solutions
Innovation is a technique through which a domain, a product, or a provider is renewed and
taken updated through making use of new processes, introducing new techniques, or
organising hit thoughts to create new fee. The advent of fee is a defining feature of
innovation (Liu and Atuahene-Gima, 2018). There are very different ways of methodologies
which management apply in their organization are:

Foster open, creative work environment: To foster creativity, a few groups offer people
with snacks, games, and “time off” throughout paintings hours. Google permits builders to
paintings on their personal initiatives one complete day consistent with week. Among
different things, this has ended in nifty offerings like Google News, so obviously, the
technique works (Mahmood, Uddin and Fan, 2018). You won't be capable of provide that lots
freedom however as a minimum you may inspire communication, a nice attitude, and a low-
pressure environment.
Motivate your team members: Positive reinforcement with inside the shape of rewards,
bonuses, unique privileges, comp time, and prizes will maintain humans on their toes. Not
anyone will participate, however many will after they see their efforts have clean benefits.
Encourage diversity: A huge variety of running styles, notion processes, and viewpoints is
important to keeping off groupthink, in which a homogenized crew loses the cap potential to
peer answers apparent to outsiders (Millar, Groth and Mahon, 2018). Innovation can most
effective for developing in a well-fertilized field. Rather than stunt its growth, discover
methods to inspire interplay and the alternate of ideas.
Provide proper tools: Carpenters can’t do their jobs with hammers alone; additionally they
want saws, levels, planes, drills, and mitre boxes. Make positive your human beings get the
equipment they want: computers, software, education, or training.
Create innovation teams: Build groups made out of contributors with numerous operating
styles, experience, and skill-sets, whose number one motive is to get collectively to innovate.
I have visible this completed as a full-time function or one or days a week. Although a few
declare spontaneity is going out the window with such groups, stable communal thought,
bantering, and brainstorming can bring about sudden innovations.
Don’t penalize: To be clearly innovative, you should hazard failure. That’s simply a part of
the innovative mind-set, because you fail extra regularly than you succeed. If your group
contributors worry punishment if their projects fail, why need to them even try? Always offer
a proposal box, so personnel can make contributions anonymously. Even in an open
environment, a few human beings select confidentiality (Santoro, Bresciani and Papa, 2020).
Select appropriate solution and construct plan for implementation
An implementation plan is a record that outlines the stairs your crew have to take to
perform a shared purpose or initiative. Implementation making plans is the counterpart to a

strategic plan. If the strategic plan info what techniques you'll use to hit a selected purpose,
the implementation plan is the step by step manual for a way the ones desires might be
achieved. The cause of an implementation plan is to make sure that your crew can solution
the who, what, when, how, and why of an undertaking earlier than getting into the execution
phase. In easy terms, it is the movement plan that turns your method into precise tasks. There
are various steps are involved in select appropriate and plan implementations are:
Define Goals: The first step within side the implementation system is defining your goals.
Determine what you wish to perform while your mission is complete, like whether or not you
wish to win over a brand new advertising consumer or revamp your inner content material
strategy (Suifan, Abdallah and Al Janini, 2018). Starting together along with your mission
goals in thoughts can assist flesh out your mission plan.
Conduct research: Once you've got got a extensive concept of the venture desires you need
to achieve, you could hone in on those desires through accomplishing studies along with
interviews, surveys, attention groups, or observations. Your studies have to come from key
specialists on your field. These specialists can be crew contributors or outside stakeholders.
Your studies consequences have to encompass a listing of what your venture timeline,
budget, and employees may also appearance like.
Risk Map Out: You brainstormed chance eventualities in step certainly considered one
among your implementation strategy, and in step three, you’ll map out all of the ability
dangers you can face for your assignment. Risks can encompass whatever from paid time
without work and vacations to price range constraints and lack of personnel.
A first rate manner to map out your dangers is via way of means of the usage of a chance
register. This device will assist you prioritize assignment dangers and put together for them
accordingly. You also can behaviour a SWOT analysis, so that you can perceive any
weaknesses or threats affecting your assignment.
Schedule Milestones: Scheduling your assignment milestones is an vital step with inside the
making plans manner due to the fact those checkpoints assist you music your development
throughout execution. Milestones function metrics they may be a manner to degree how a
ways you’ve are available your assignment and the way a ways you've got got left to go. To
visualize assignment milestones and maintain your whole group on music, use a Gantt chart.

With a Gantt chart, you could visually lay out your implementation time table and display
how lengthy you believe you studied every challenge will take.
Assigned responsibilities and their tasks: Every motion plan need to consist of a listing of
duties with crew contributors assigned to everyone. By assigning duties, you could determine
the overall performance of every crew member and display development extra closely
(Treffinger, Schoonover and Selby, 2021)). Using a RACI chart may be a powerful
undertaking control device for clarifying roles and duties.
Allocated of resources: Resource allocation is one of their fine methods to lessen hazards, If
you could plan out what sources you want in your task and make sure the ones sources could
be available, you’ll keep away from the hazard of walking out of sources mid-task. If you be
aware which you don’t have sufficient sources on this step of the implementation process,
you could regulate your task thus earlier than it kicks off.
Applying an innovation audit methodology and identify potential issues
An innovation audit is a manner to recognize how powerful an employer is at coping
with innovation. Individual personnel are requested to anonymously supply their critiques on
extraordinary factors of innovation management, consisting of the manner thoughts are
generated (Yang, Nguyen and Le, 2018).
Starting from data: Gathering insights from in their employer units of their floor for
evidence primarily based on totally selection making in place of their opinion approximately
in manner to matters have to be done form data. Collecting statistics additionally enables
layout an application tailor-made to organizational needs. Every agency has a completely
unique set of capabilities, processes, routines, knowledge, legacy and know-how
approximately what innovation approach and the way they move approximately it.
Avoiding uninformed top down mandates: To broaden an powerful innovation process, the
voice of the personnel ought to be taken into consideration from more than one perspectives.
Think of it as Design Thinking carried out on your very own organization (Zuraik and Kelly,
2018).

CONCLUSION
From this above report it has been stated that if organization want developed and grow their
business in market then they have to adopt and work with latest technology in their
organization so that they able survive for long-term and they accomplish their organization
goals. In this report it has been conclude that to identifying a specific needs and problem
which exists in in firm in reference to digital platform and it also concludes creative or
innovation methodologies to their production of possible solutions. In this report it also
concludes the selective solutions and construct a better plan for implementation in their
organization for their smooth working and it also includes the applying an innovation audit
methodology which are identify to any potential issues for their solutions.

REFERENCES
Books & Journals:
Akgunduz, Y., Alkan, C. and Gök, Ö.A., 2018. Perceived organizational support, employee
creativity and proactive personality: The mediating effect of meaning of
work. Journal of Hospitality and Tourism Management, 34, pp.105-114.
Bäckström, I. and Bengtsson, L., 2019. A mapping study of employee innovation: proposing
a research agenda. European Journal of Innovation Management.
Ferreira, J., Coelho, A. and Moutinho, L., 2020. Dynamic capabilities, creativity and
innovation capability and their impact on competitive advantage and firm
performance: The moderating role of entrepreneurial orientation. Technovation, 92,
p.102061.
Han, H. and Hawken, S., 2018. Introduction: Innovation and identity in next-generation smart
cities. City, culture and society, 12, pp.1-4.
Liu, W. and Atuahene-Gima, K., 2018. Enhancing product innovation performance in a
dysfunctional competitive environment: The roles of competitive strategies and
market-based assets. Industrial Marketing Management, 73, pp.7-20.
Mahmood, M., Uddin, M.A. and Fan, L., 2018. The influence of transformational leadership
on employees’ creative process engagement: A multi-level analysis. Management
Decision.
Millar, C.C., Groth, O. and Mahon, J.F., 2018. Management innovation in a VUCA world:
Challenges and recommendations. California management review, 61(1), pp.5-14.
Santoro, G., Bresciani, S. and Papa, A., 2020. Collaborative modes with cultural and creative
industries and innovation performance: the moderating role of heterogeneous
sources of knowledge and absorptive capacity. Technovation, 92, p.102040.
Suifan, T.S., Abdallah, A.B. and Al Janini, M., 2018. The impact of transformational
leadership on employees’ creativity: The mediating role of perceived organizational
support. Management Research Review.
Treffinger, D.J., Schoonover, P.F. and Selby, E.C., 2021. Educating for Creativity &
Innovation: A Comprehensive Guide for Research-Based Practice. Routledge.
Yang, Z., Nguyen, V.T. and Le, P.B., 2018. Knowledge sharing serves as a mediator between
collaborative culture and innovation capability: an empirical research. Journal of
Business & Industrial Marketing.
Zuraik, A. and Kelly, L., 2018. The role of CEO transformational leadership and innovation
climate in exploration and exploitation. European Journal of Innovation
Management.