An essay about Marketing communication, Online branding and Marketing research, explaining how marketing research drives marketing communication and online branding.
Have provided instructions on how to construct the essay.
Total length of the essay should be 1500 words, and referencing should be in APA 6th style format

Each customer is an investment. Online marketing research drives marketing communication and online branding.
Discuss the above statement.

How to answer:
The essay should be around 1500 words in length (+/- 10%)
Your answer MUST include real world example, references and appropriate theories. (Referencing should be in APA 6th style format)

Write about how the task of attracting customers/marketing has become tougher, with the emergence of multiple brands and the consumers are spoilt for choice with the availability of multiple options for entertainment, Write about how there is a mad scramble for consumer’s attention by brands by bombarding messages across all mediums (TV, Print, Radio, OOH, Online, Mobile) throughout the day.
Paragraph 1 – Write about the importance of integrated marketing communication across all mediums and the role digital medium plays in this mix; please write about how marketing has evolved from advertising in traditional mediums to more effective digital mediums (traditional advertising mediums like TV, Print, Radio, OOH target everybody thereby resulting in a lot of wastage; whereas the digital medium enables you to target the right audience without any wastage or spillover), please touch upon Paid, owned and earned media classifying the different mediums in respective categories, and incorporate the Digital involvement cycle framework to highlight the role of each medium at each stage (Refer the below table).

Paragraph 2 – Write about why branding is important for businesses, it’s benefits and Write about how important a role online branding plays in the scheme of things; include the role of various digital avenues in online branding (Online banners, Network advertising, Blogs, Vlogs, Online P.R, Company website, Social media, Mobile Apps, and Search engine optimization.
Paragraph 3 – Market research is the backbone of all major decisions taken by a company write about why marketing research is important for companies and how online marketing research is making the whole research process convenient and efficient, include the 7 stage market research process to explain the market research process and finish with the advantages of online marketing research.

Provide a conclusion with a brief summary and highlighting how important marketing research is the backbone of companies, and how online marketing research drives marketing communication and online branding.

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.

God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.



Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.