Lessons from the Tate’s digital transformation

In this second part of the 2-week collaboration, you will consider how marketing practices, which analyse consumer behaviour, are put into action.
Case Study
Avery, J. (2017) ‘The Tate’s Digital Transformation’, Harvard Business School Publishing, 314122. pp. 1-24.
To prepare for this Collaboration:
Review Week 3 Learning Resources.
To complete this Collaboration:
By Day 5 (Monday)
Participate in the Collaboration Forum by engaging in a discussion with your colleagues, posting and replying to each other’s posts. Offer support and evidence based upon literature and/or your prior experience, extend the discussion into new but relevant areas, raise insightful questions and model critical reflection. In doing so:
Analyse how new technology has allowed marketers to map consumer purchases and demographics more clearly and how this has enhanced consumer communications and relationships.
Evaluate the developments in technology and the extent to which online consumer buying behaviour is both influenced by and influences digital marketing practices.
Consider how the Tate case study demonstrated that consumer experience and interaction can be transferred into an online space.
You should participate with follow-on postings to your colleagues’ responses, making 3–5 significant follow-up postings. Spread your total collaboration discussions across at least 3 separate days of each week.
By Day 7 (Wednesday)
For your Individual Summary,
post a maximum of 250 words reflecting on what you have learned from this 2-week Collaboration.
Now that you are able to understand the complexities of the digital environment, what is the most important lesson you learned from the Tate case for putting a digital marketing plan together for the first time?
What are the most important aspects of consumer online behaviour that digital marketers need to track and understand?
Submit your Individual Summary to Turnitin and to the Collaboration Forum.
To access the Collaboration Forum, click on the “Week 3 Collaboration Forum” link.
To submit your Individual Summary to Turnitin, click on the “View/Complete” link for Week 3 Collaboration Individual Summary — Turnitin.