Exam (elaborations)
Exam (elaborations) Unit 17 - Digital Marketing
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Exam of 2 pages for the course Unit 17 - Digital Marketing at PEARSON (P2)
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Jack CollinsUnit 17 – P2
P2 - Investigate the ways in which advertisers are targeting
mobile device users
How the digital communication is delivered
• Display advertising, banners, pop-ups, floating advertisements (ads), interstitial ads, text ads.
Display advertising is used to target the younger generation by putting pop up ads/ banners on
websites/social media so like Facebook, Instagram etc. A way that display advertising is used to
interest the younger generation is that the frequency of the display ads for a user to see has
increased dramatically, for example statistics shows that the average US user sees around 63 display
ads per day. The purpose of this is to increase the chance of a potential customer to click on the
display add so that business that is responsible for the add will be able to have potential in making
revenue for the business. Also, a way for digital marketing to target their customers through display
advertising is through knowing the different kind of trends that different target audiences are
interested through the websites that the different type of websites that they visit. Through, the data
that businesses get through the trends of what people search on the internet is used to improve the
targeting for the digital marketing campaign. That way businesses will know what display adds
should pop up for different users as the user has showed an interest for this certain product in the
past. For example, the user could have a trend of searching up shoes, so there could be a pop up add
for deals on trainers. For text ads it is a form of contextual advertisement that is used in a text
message so like deals etc. A prime example, of a company of a company that uses this form of
advertisement is EE for customers that run out of data, so the company offers their customers a deal
for an extra gigabyte for their customers for a pound. Floating advertisement is a form of rich
advertisement that appears at an uninitiated time meaning that the user has no control over it. The
purpose of doing this is to make the user to see the add purposely so that way they can be attracted
to what the business is promoting, a prime example of floating adds are apps. Interstitial ads are full
screen ads that typically covers the hosts phone, they normally appear between the transition of an
app, so for example if the host is going on to the next level of a game. The purpose of this is to get
the host to download another app through displaying the advert that way the owner of the app that
the host is using will get money.
• Search engine marketing, optimisation and sponsored searches.
Search engine marketing is a form of digital marketing, which involves promotions of different
websites through increasing the visibility in the search engine results pages when someone
searchers for a product/service through paying for the advertisement. Often advertisers have
programmes which enable them to track the internet browsing history of the public; this allows
them to manipulate advertisements, so that they are personalised for the targeted audience or
individual. Although, online marketing may at times pose a nuisance for consumers, over time these
advertisements become increasingly catered to the individual and develop into more attractive
promotions, which appeal to their personal interests and needs. In relation to sponsor searches,
when a consumer searches for their desired webpage, the advertiser’s webpage appears as a
sponsor link next to the search results generating advertised products from companies which may be
attractive to potential customers allowing businesses to achieve their objective. In order to operate
in this manner, advertisers have to pay a specific allotted value with the search engine or website
and only pay the agreed upon price when users actually click on their listings to visit the websites.
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