Article 13
CIO-CMO Exchange 2018: Shifting from digital to customer-led transformation. (2018). CIO (13284045), 7. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=127786213&site=ehost-live
Most of the organization today can be found on the transformation journey which is encouraged by Digital distort and guided by technological innovation. In the words of CIO-CMO Exchange 2018, but going by just making a digital strategy want help any organization it has been found that it is very important to identify how the consumers are shifting themselves from digital to customer transformation is one of the topic which will be discussed at the CM exchange on 27th February at the Hilton in Auckland the event includes: how digital distort and transformation help the organization to provide best customer experience?

What are the roles playing in order to coordinate with the consumers?

What does customer first means to digital and marketing collaboration and what are the skills are required to work on it?

Article 14
Enterprise, H., & Sammonds, C. (2019). How BBC World Service Approaches Digital Strategy | Articles | Chief Digital Officer. Retrieved 28 August 2019, from
https://channels.theinnovationenterprise.com/articles/how-bbc-world-service-approaches-digital-strategy
Philip almond the BBC marketing chief said that digital transformation will be the biggest marketing challenge daddy operations faces he also said that the presence of BBC have lead the way but it should develop the new strategy and products in order to fulfill the consumer satisfaction into a new digital future he also decided to make final combination of music and audio future division and vision so the firm will able to create digital content. Such a step wood mirror the redesigning of BBC marketing team under director of marketing Helen Normoyle which guide the BBC campaign including British Drama and bring Me Sunshine. In the words of Enterprise & Sammonds(2019) mentioned in this marketing assignment, the BBC for its master band campaign named as marketing we can gauge award brand of the Year

Article 15
Cyca, M. (2019). What Digital Transformation Means for Your Company. Retrieved 28 August 2019, from
https://slackhq.com/digital-transformation-means
The digital transformation strategy of any organization is a most valuable effort in order to increase their online presence and to provide the best customer experience. An organization is adopting digital transformation only if it is focusing on two things:

The working environment in an organization during the transformation is also very important. Most of the organization who are adopting digital transformation are creating new office environment in a very different form in order to support the digital culture. As opined by Cyca, (2019), Burberry a luxury fashion brand is one of the best examples of digital transformation which focuses on customer experience and also adopted different strategies and Technologies of digital. It has been found that the digital transformation strategy includes the total transformation of the business and its culture.

This article of marketing assignment sheds light on the emerging use of social media and how it has created a boom amongst the youth population of the nation. Individuals are highly influenced with this latest trend and find it quite attractive to post pictures and videos on the social networking sites. However, after reading the provided article I think that tobacco companies are making use of social media for gaining the attention of social media users and inviting them to the different promotional campaigns related to the use of tobacco (Dunlop, Freeman & Jones, 2016). The company named Big Tobacco is making use of the social media quite efficiently to make sure that they are able to conduct the promotional campaigns in a successful manner. As a result, I feel it becomes easier for them to reach out to a large population of smokers and ensure that it turns out to be a profitable proposition for the organisation. Besides this, I observed that individuals attending these promotional campaigns found it quite adventurous to post pictures on social media with different types of tobacco products that are newly launched by Big Tobacco. This develop a major negative impact on the overall society, as the followers of tobacco influencers might be below the legal age to engage in smoking and drinking activities (DellaVigna & La Ferrara, 2015).

The study in the article of marketing assignment helped to understand the increase in rates of smokers that were below the legal age but were smoking at the same time. Moreover, they were blatant enough to post pictures of the same on social media and engage in the tobacco promotional campaigns. After banning the advertisement of tobacco from television and radio, companies making tobacco products started investing in different types of outdoor investments. As a result, the tobacco companies were able to introduce their products to the youth section of the society. I think, with the aid of this, they were able to earn huge benefits and profitable returns from their business. In a recent study, it was observed that the American youths were into social media and therefore, it became easier for tobacco companies to increase their customer base by reaching out to these youths (Rice et al., 2016). I noted that individuals using the different social networking sites were getting into the habits of smoking at an early age. As a result, it was turning out to be a profitable prospect for the companies. The impact of the influencers was enough to indulge the youth into purchasing tobacco and smoking cigarettes. Therefore, tobacco companies were able to make sure that the decrease in advertisements over television and radio does not affect their market.

Another initiative taken by the tobacco companies was that they looked to provide training and development to the youth for engaging them in smoking and other such activities. I observed that these training campaigns were aimed to make sure that individuals are encouraged to post about their smoking activities on the different types of social networking sites. This was done mainly to ensure that the companies are able to gain more customers and they are able to know about the preferences of the new generation of smokers. Apart from this, I feel that the young influencers were given training to make them understand the right technique for maintaining their social media profile and attracting followers (Paul et al., 2016). The tobacco companies look to invite new members from Facebook and provide them with cigarettes. I think that the individuals post with these cigarettes on their hands for posting the same on social media. Therefore, it could be understood that companies should indulge in different forms of advertising their tobacco products in such a manner that it helps them to reduce the global rates of smokers. As a result, it will help them to ensure that their products are being marketed in the right manner and being sold in the market. With the aid of this, the management of companies will be able to take certain steps for overcoming the challenges that they face in the consumption of cigarettes.

Article 2: Analysis
This article of marketing assignment deals with the ideology that customers are more focussed on purchasing sustainable products in the market and they opt for the similar options in terms of getting value for their money. Companies in most of the cases, look to make use of CPG (customer packaged goods) (Sunder, Kumar & Zhao, 2016). With the help of this, companies are able to provide sustainable goods and commodities to their potential customers and have a positive impact on their profitability and productivity. After analysing the article, I could see that customers usually opt for purchasing products that were packaged under CPG. As a result, it was important for companies to provide quality products to their customers. I feel it will have a direct impact on the growth of the customer base and helps them to conduct their business in the best way possible. I think that the companies should focus on increasing their level of efficiency in the workplace. This will allow the companies to ensure that they are capable of manufacturing sustainable products for attracting their potential customers in a competitive market scenario (Ng et al., 2015). Customers mainly focus on the performance of the company in the market in terms of manufacturing sustainable products and engaging themselves to create a strong customer base.

I think it is important for companies to make sure that manufacturing sustainable products for developing their customer base and increasing the level of profitability and productivity in the market. Companies should focus on understanding the tastes and preferences of the customers in terms of offering their products in an intense competitive environment. I could also understand the importance of corporate leadership in the workplace, so that it becomes easier for companies to focus on their process of business operations. I think that corporate leadership is important because it allows the company with enough scope to conduct their business in the right manner. Moreover, I could clearly understand that customers would often opt for sustainable products to ensure that they are receiving value for the money that they are paying (Charles Jr, Schmidheiny & Watts, 2017). I feel that companies should emphasise on the use of certain strategies and techniques in the workplace to enhance the quality of their services and products. With the aid of this, they will be able to provide sustainable products to the customers and ensure that the workplace is able to yield greater profit generation in the market.

I analysed the use of corporate leadership in the workplace by the management authority of the organisation. I feel it will provide enhanced level of transparency in the process of business operations and will ensure that the organisation is able to maintain their level of sustainability in the market. It aids them to make use of CPG and engage their potential customers in the marketing of their services and products. There are different ranges of products with greater level of sustainability in the market. Therefore, the corporate leaders mentioned in marketing assignment should focus on the use of different strategies of leadership and make sure that they are able to provide the required training to the employees for increasing the workplace productivity. As a result, they will be able to take the initiative to provide the customers with sustainable goods and commodities in the market (Forcadell & Aracil, 2019). Therefore, I feel it will become easier for them to conduct their business in an authentic manner and provide high quality services to their potential customers. I think that companies can easily conduct their business and focus on gaining competitive advantage in the market.

Reference List
Charles Jr, O. H., Schmidheiny, S., & Watts, P. (2017). Walking the talk: The business case for sustainable development. Routledge.

DellaVigna, S., & La Ferrara, E. (2015). Marketing assignment Economic and social impacts of the media. In Handbook of media economics (Vol. 1, pp. 723-768). North-Holland.

Dunlop, S., Freeman, B., & Jones, S. C. (2016). Marketing to youth in the digital age: The promotion of unhealthy products and health promoting behaviours on social media. Media and Communication, 4(3), 35-49.

Forcadell, F. J., & Aracil, E. (2019). Can multinational companies foster institutional change and sustainable development in emerging countries? A case study. Business Strategy & Development, 2(2), 91-105.

Ng, S. W., Bricker, G., Li, K. P., Yoon, E. F., Kang, J., & Westrich, B. (2015). Estimating added sugars in US consumer packaged goods: An application to beverages in 2007–08. Journal of Food Composition and Analysis, 43, 7-17.

Paul, M. J., Sarker, A., Brownstein, J. S., Nikfarjam, A., Scotch, M., Smith, K. L., & Gonzalez, G. (2016). Social media mining for public health monitoring and surveillance. In Biocomputing 2016: Proceedings of the Pacific symposium(pp. 468-479).

Rice, E. S., Haynes, E., Royce, P., & Thompson, S. C. (2016). Social media and digital technology use among Indigenous young people in Australia: a literature review. International journal for equity in health, 15(1), 81.

Sunder, S., Kumar, V., & Zhao, Y. (2016). Measuring the lifetime value of a customer in the consumer packaged goods industry. Journal of Marketing Research, 53(6), 901-921.