P1 & P5. Explain the role of digital marketing as an extension of traditional marketing and the ways the messages can be delivered / Explain the benefits of, and concerns about, digital marketing from the perspective of both the customer and the marketer.
P1 & P5. Explain the role of digital marketing as an extension of traditional marketing and the
ways the messages can be delivered / Explain the benefits of, and concerns about, digital
marketing from the perspective of both the customer and the marketer.
Digital marketing which can also be classed as online marketing is when brands and businesses
promote their product or services online on the internet. These brands/businesses also use the
internet to connect with potential customers. They can advertise on a variety of social media
platforms and other forms of digital communication like email, web-based advertising, multimedia
message etc1. Digital marketing differs from the traditional ways of marketing in many ways.
Traditional marketing is the oldest way of advertising something, but it is still effective. Traditional
marketing is when a brand/business promotes their product/services offline like in newspapers,
magazines, posters etc. Digital marketing is becoming one of the most popular ways to advertise as
the brand can reach an international audience, so it is a good way of advertising for larger
businesses. Whereas for a local business traditional marketing is important to use as well as digital as
a lot of people especially the older generation still use newspapers and magazines as their way to get
exposure to new brands. When it comes to price digital marketing is a lot cheaper than traditional
marketing as you can advertise for free or for a very small fee whereas with traditional marketing to
advertise in the likes of a newspaper or magazine can be quite expensive or if the brand was to use
posters, they would have to print posters off which will cost a lot where the same advertisement
could be done for free online.
Both forms of marketing come with benefits and drawbacks/concerns, below is the benefits for
digital marketing in general and for consumers and marketers:
A global reach as the business can create a website which would allow them to enter new
markets and sell their products/services globally. A website can also be made at a very low
price or no cost at all.
It is a lower cost than traditional marketing if the campaign is properly planned and well
targeted.
Results can easily be measured with online analytics. The business can easily access how
many people are visiting their website and what the most popular demographic is. This will
allow them to know who to target which could increase their sales.
Improved conversion rates as online a customer is only ever a few clicks away from being
able to make a purchase. Unlike if they had to travel to a shop or make a phone call.
Digital marketing allows consumers to be able to buy online at any time or place. Consumers
have 24/7 access and are only a few clicks away from making a purchase. This is also a
benefit for the marketer as they can also advertise 24/7.
Marketers can promote their business on all social media platforms and on consumers
mobile devices and the apps the have downloaded on their phones.
The use of apps is very popular, and a lot of apps can save information like login details,
passwords or bank details. All these things make it that much easier to go online and buy
something.
Banking can be accessed online so people can make transactions, check their balances, send
money etc all online. This is very beneficial to a lot of people as they don’t have to leave their
home and go directly to a bank, they have all their information on their device.
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What is Digital Marketing? | Mailchimp
, Businesses that operate from across the world can sell to consumers that live on a
completely different continent. For example, there is a clothing business called White Fox
Boutique, there are based in Australia, but I can go onto their website and order from them,
and they can deliver to me in Ireland. This is beneficial for both the consumer and the
marketer.
Businesses can pay a social media influencer to promote their product to their followers. This
will then hopefully encourage the influencers followers to buy the product. This can be a
successful marketing tactic influencers as popular influencer have hundreds of thousands of
followers.
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Digital marketing allows consumers access to different types of products. If a product is
searched online via google the results that come up will give the consumer multiple different
options to choose from at different prices. For example, if I search suitcases on google it will
give me multiple websites where I can buy suitcases from. The top searches are all
sponsored which are the first ones a customer will see. Businesses pay google for these
sponsorships, so their business is advertised at the top of a page which makes the consumer
more likely to buy from them. I will insert a screen shot below of what comes on google
when I searched for suitcases.
3
The drawbacks of digital marketing in general and for the consumers and marketers are:
Security and privacy issues as some forms of digital marketing could unintentionally collect
and use customer data which can be illegal. A business must make sure they comply with the
rules regarding privacy and data protection.
Consumers can very easily get scammed by something as simple as going onto a wrong
website or opening an email and then hackers can get all the consumers information that
they have saved on their device, like their personal information or bank details.
Negative reviews and complaints can be seen visibly online on a business’s website, social
media platforms and through review websites. This could decrease the businesses sales and
can negatively impact their reputation.
Having a global reach is a benefit for digital marketing but it can also be a drawback as there
is very high competition and it can be a challenge to get a business to stand out.
Digital marketing is cost effective, but it is also very time consuming, so it is important for a
business to make sure they measure results, so they are getting a return on investment
instead of wasting all their time posting for nothing.
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suitcases - Google Search
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