Exam (elaborations)
Exam (elaborations) Unit 17 - Digital Marketing
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Exam of 3 pages for the course Unit 17 - Digital Marketing at PEARSON (Unit 17)
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P1 Digital marketing in the marketing functionDigital marketing-The achievement of marketing objectives e.g. through advertisements etc. through
the digital media and today’s technology.
For product life cycle it contains four stages this includes introduction of the product/service, the
growth of the product/service, the maturity of the product/service and the decline of the
product/service. Each stage is associated with the products marketing strategy as different types of
businesses are able to use different types of marketing strategies so like digital marketing to be able
to prolong the lifecycle of different types of products/service. For example, through Microsoft the
brand is constantly growing as the brand is being constantly improve and being constantly
advertised through digital marketing. For example, the company are always constantly advertising
their products so like office, laptops and tablets through tv advertisements and social media. The
advantage that Microsoft will have over it’s competitors is that it makes most of their customers
realise that Microsoft office 365 essential for customers making their lives easier, giving them an
advantage over their competitors.
Digital marketing can affect the prices of a product depending on the product and the demand of the
product. For example, companies like HMV could do promotions for video games which can be
cheaper if you buy the games from like the game store for example. Due to this it will attract more
customers towards a certain store due to advertisement online so like through social media etc and
through the different pricing strategies that the different types of different marketing strategies.
Also, in today’s society when a product or service goes up, the customers will either pay the
increased price or go online to find a cheaper product through ecommerce, meaning that the
demand for digital marketing is dramatically increasing through finding cheaper products online.
For place from the seven P’s digital marketing has a big factor for place. This is because it’ll send
customers directly to the website instead of going to the premise, which is good for customers and
the business; this is because the premises can be located in an awkward location for customers to go
to store and buy the product due to different factors e.g. travel. Whereas, the customers can buy the
products online making it very convenient for the customers to do their shopping online as they
don’t have to go to their store which requires time, which isn’t what everyone has. For example, for
asos they have eliminated the middle factor through not having retail stores, the company is
primarily an online store where you are able to shop for different brands and this is beneficial for
asos as the company are bringing down external costs so costs for the premises, which will help to
contribute towards the business net profit.
Promotion is a big factor of how digital marketing has changed of how marketers approach
promoton.For example, due to the fact Facebook and Instagram is free social media platform for
customers to use- the company still needs to make revenue and the company does this through
online advertisement on the social media platforms. This is good for the company as they promote
different things on the social media platform, which includes apps for customers to use and
promotions (deals) that other companies are offering .Due to this different companies pay Facebook
to promote their apps and promotions on Facebook/ Instagram, which is the company’s primary
main source of income and due to this the company produces a revenue 0f $40.6 billion in 2017.
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