Aliyah Is a Marketer at a Zoo

Aliyah is a marketer at a zoo. Lately, she has been using digital media to promote new exhibits and events at the zoo. Aliyah finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Aliyah is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for their members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Aliyah determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Aliyah plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook.

A) digital marketing strategy
B) electronic marketing strategy
C) digital media
D) social media plan
E) e-tailing strategy