Unit 17: Digital Marketing
Assignment title: What is digital marketing and how is it used?
17/A. P1 Explain the role of digital marketing as an extension of traditional marketing
and the ways the messages can be delivered.
Digital marketing is the work which can be done on devices such as phones, laptops and
tablets. Businesses can also use the internet to help with the digital marketing. By doing
this, it will allow employers to reach out to the target audience and possibly find more
customers who are interested in the specific business. As now all companies are mostly
based online and people prefer to shop on the internet, the digital marketing helps
businesses to grow and expand their market. The online market is becoming more
popular, rather than traditional marketing. Customers can reach out to a business easily
now than they could before. Posting information online will attract the right audience as
they will come across the business. To bring more awareness and popularity, using the
internet in different ways to build a niche will be helpful, gaining trust with clients and
customers who will spread the word to others if the business can promote themselves
well.
Traditional marketing consists of promotional methods and offline advertising. The ads
from this market are what people come across on a regular basis. The advertisements
are usually shown on TV, newspapers, magazines and bill boards. Business which are
successful use the four P’s marketing mix. Looking at the products of your business,
understanding it for yourself so able to fill the demand from the target market. The price
of the product should be considered, this is important when looking at the supply of
demand and profit margins. Promotion is a big part of the business, how to catch the
attention of the audience when promoting products and gaining visibility. Place is a
factor to consider, the marketing has an aim of bringing the product to the customer at
the correct time and place. Having products in the right location is crucial in traditional
marketing.
Digital marketing is more focused on promoting the product or business. The traditional
marketing is concerned about the other factors involved. Although digital marketing is
more focused on gaining exposure, it aims thoroughly to grow the online market and
having more connections with the customers online rather than only advertising.
However, as digital marketing is effective and has brought customers closer to the
business, the traditional marketing is also effective to some extent.
,By promoting small and large businesses, digital marketing has worked well as they
have enabled different businesses to promote on the internet and have a target
audience. The strategies which have worked well are content marketing, email
marketing, affiliate marketing and social media marketing. By putting into practice these
useful strategies, it helps the business to get loyal customers. The marketing has an aim
which is to help make the business successful. Content marketing is important in digital
marketing, it allows to build a base for customers. This is because customers are being
convinced to buy products and it happens through blog posts, eBooks and podcasts. By
using this it makes the customers more likely to purchase a product. Email marketing is
another successful way of attracting people to the business, by sending out emails to
those who have subscribed and purchase frequently it will help the business grow
connections with loyal customers. This is a smart way of getting the same customers to
repurchase products. Affiliate marketing is good for promoting own businesses as brand
ambassadors can represent the company. By paying individuals and them spreading
awareness about product is also beneficial. Large audiences will be focused on the
business and knowing more about it. Lastly social media marketing this has had a huge
impact on businesses. Small businesses have become successful because of the strong
promotion on social media sites. Brands have been able to connect with different
customers and run campaigns. Having a platform on social media so people can get in
touch easily, and businesses directly being able to provide customer service. More
people use social media and so they can see what businesses are posting and trying to
promote. It gives brands/businesses a good opportunity to show people what they are
about, their products and services.
The role of digital marketing is to create new sales for businesses, finding the right
target market who would be interested in the business and buying products. By having
online marketing, it helps to build a business and engaging with people online. It is an
efficient way to reach out to people on the internet, most are interested in online
businesses and the marketing brings many opportunities. This marketing strategy is
effective in trying to find the right people who are looking for a specific business, rather
than using billboards where everyone is able to view, the digital marketing targets
specific people. Having to target people makes it better to save both time and money,
finding an audience who suits the business and advertising the company to the group of
people who fit as the target market. This way the business can receive better results.
17/A. P2 Investigate the ways in which advertisers are targeting mobile device users.
With more people now using smart phones, it has become very prevalent and
advertisements are now common to be shown on mobiles. Devices can track what
content the user is viewing and by this, the advertisements most relevant will be shown
, as it reflects the user’s interests. Advertisements are more likely to be shown when the
users are focusing on an in-application. Advertisers need to focus on what is mostly used
on the mobile phone, from here they can then look at the spending of the ad spending.
Mcdonald’s uses advertisements on social media apps such as Snapchat, the ads appear
there naturally on that app which then makes the users respond in a positive way and
they make a purchase. Different business needs to target the right people, if there is a
clothing advertisement it needs to interest people who have a passion for clothes.
Campaigners are able to look at how the user uses their phone, what apps they instal
and by using that information they can advertise based on their interests.
The mobile marketing strategy has become increasingly popular with more spending
their time on the internet and a good way for businesses to promote themselves to
internet users. Mostly the mobile device time is spent on apps so campaigns can look
into producing in app advertisements. When adverts are presented, they are concise and
users are more likely to scroll past ads on their phone which are crowded with text.
Location based technology is a good way for business to try and enhance their market
campaigns. Downloading apps requires users to share their location, this is because apps
can then share the data with third parties. There are many different ways in how
advertisers can reach their customers, this is done by text messages, ads being sent to
devices where users can access this. There are banner ads that show up on phones and
laptops, businesses are promoting themselves online.
Advertisers need to take into consideration the age, gender, location for when they make
advertisements as it is crucial the right target market are identified. The users need to
act on what they see, by signing up to the websites that the advertisers have listed. The
main point is to draw people’s attention so they not only look at the ads but also act
towards what they are seeing. Assessing people’s location and making appealing ads will
result in the target audience responding, especially if the advertisements are easy to
understand and relate to specific people. If target audiences are understood well, the
advertising will do well but if the wrong advertisements are showing for the wrong
audience, it will not be successful. If there are people who do not eat certain meat and
the ads are promoting that, it would not appeal to that audience. So, advertisers find the
right people by listening to information, values and points of view. More is available on
the mobile device as what can be done on a laptop is also possible on a mobile device,
the increase usage of phone use has encouraged advertisers to plan their advertising
directly to the mobile users.
17/B. P3 Discuss the digital strategies that a selected business uses to meet two
different objectives.
