Direct and Digital Marketing Strategy

DescriptionThere are 3 questions to answer and each question requires 500 words. Giving an example for each question is important. Also, the various use of academic journals is required with Harvard referencing and it’s important not to exceed 500 words for each answer. Thank you so much!1. According to Ofcom in 2020 consumers are increasingly using mobile/smartphonedevices to access content.Using relevant examples critically evaluate how marketing should adapt to this trend.2. As a database marketing consultant you have been asked by a client who runs a chainof pet and pet accessory stores to explain the value of building a customer database.Write a proposal justifying what information you would hold on the database,evaluate the benefits it would deliver and explain how you would maintain this data.What are the legal and regulatory issues in managing the database?3. Customer lifetime value is a key metric in loyalty marketing. How can lifetime valuecalculations be used to enhance the contribution of loyalty schemes?Select and justify other Key Performance Indicators (KPIs) that might be used tomeasure the success of loyalty programmes.Illustrate your answer with examples from loyalty programmes with which you arefamiliar.