Jovan Belkhu David Linekar 05/10/2020
Digital Marketing
Assignment 1 A: Examine the role of digital marketing within the broader marketing mix
B: Investigate the effectiveness of existing digital marketing campaigns
Introduction
Digital marketing is the marketing aspect that uses new technology such as personal
computers, cell phones and other interactive media and networks focused on the
internet and web to sell goods and services. If you know how to attract more and more
people through Facebook, Twitter, blogging or through some other form, digital
marketing is very simple. The course on digital marketing is really easy to understand.
Many individuals take a digital marketing course for greater career prospects and self-
development. As the most effective means of marketing in the future, digital marketing
will stay. But as digital marketing strategies are evolving every day, a digital marketer
must be flexible, warn, intelligent and respond to recent developments
17/A. P1: Explain the role of digital marketing as an extension of traditional
marketing and the ways the messages can be delivered.
Traditional Marketing is a form of marketing that is not online based to digital marketing.
This includes publishing, streaming, direct mail, internet, and billboards and outdoor
advertisements. This marketing tool, from newspapers to radio, helps reach targeted
markets. This type of marketing is based on offline tactics, such as retail sales, direct
mail (postcards, brochures, emails, fliers), trade shows, print ads (magazines,
directories, discount books, billboards), advertisement, radio, and television (also known
as word-of - mouth marketing). Due to the fact that in this day and age digital
marketing is almost vital for a business, it makes it very difficult for businesses just
starting up to expect growth solely from marketing digitally. Digital marketing has many
different options and tactics involved and is also very environmentally friendly due to the
fact that all information is processed either online or on social media. Most of the time,
traditional marketing never involves the interaction with customers, however many
companies such as Coca-Cola and McDonalds have found that when using digital
marketing it is a lot easier to interact with the right target audience which saves a lot of
time and offers a greater level of engagement. Businesses can also use videos and
conference calls with client’s ore potential employers which will help build relationships
within companies in order to build brand image and gain revenue. Many business leaders
find that when choosing the
right market, they also have
to consider what type of
marketing strategy they will
find the most advantageous
in order to reach out to the
correct demographic and
take potential customers
into their open arms.
Businesses still use
traditional marketing such
as putting up billboards and
TV broadcasts, but as a lot
of people round the world have access to a smartphone or laptop, digital marketing is
the way to attract a potential customer’s eye. Companies find that traditional marketing
has almost outgrown itself, in addition to this traditional marketing also seem to be a big
investment for companies when there are cheaper alternative solutions available which
might be a money saving option. Digital Marketing offer a low barrier to entry which
means business are able to reach a bigger audience without worrying about the size.
,Jovan Belkhu David Linekar 05/10/2020
17/A. P2: Investigate the ways in which advertisers are targeting mobile
device users.
Who is the target market for smartphones?
Teenagers, young adults and adults aged 19-60 are the key target market, big
smartphone brands such as Samsung and Apple target mainly young adults and adults
as they are generating products that are a lot more technologically advanced and
complicated to use. When looking at the target market for smartphones, mobile phone
companies do not look at factors such as gender, race or sexuality and therefore is a
very open industry in terms of understanding their target market. The key factor is age
and smartphone companies will make advanced phones for the younger generation
however some smartphone companies are likely to make smartphones easier to use for
seniors aged (60-80). Samsung have considered this idea and think these types of
phones will help seniors keep up to date with news, photos and messages without being
completely complicated.
How do they target the audience?
A company’s target audience are potential customers who marketers expect would
purchase their goods or use it. Advertisers produce their commercials to encourage the
target consumer to purchase, think, or do something, and they insert their advertising
where they are expected to be noticed by the target audience. Prioritizing SEO is also an
effective way to target audience because SEO (search engine optimization) helps keep
track of consumers needs and wants. The most important way for a business to target
the correct audience is social media because it is very easy to share posts, websites and
videos within the click of a button. Social media platforms such as Snapchat Instagram
and Facebook are heaven for digital marketing and businesses can easily get celebrities
to endorse their products or promote their business. Social media is also very cost
effective, environmentally friendly and has proved to have better consumer satisfaction
along with brand loyalty. Using social media for a digital marketing campaign is also a
effective way to get in touch with people and businesses around the world and make
them aware of your company.
How do companies use mobile marketing to consumers?
Using smartphone apps to bring users up to date with fresh promotions is another way
of encouraging consumer satisfaction. Companies should provide their consumers with
offers that are only accessible via smartphone payments to enable users of the app to
check in daily.
What companies use mobile marketing?
Many famous brands such as Starbucks, Lionsgate and Lynx use mobile marketing, all
three of these companies have a huge following on Instagram. Instagram is an app
available to download for free on the app store which allows you to create personal and
business profiles with the ability to follow and connect with many famous companies,
people and organizations across the world. Using Instagram as a marketing platform is a
great way to earn quick followers if a business posts the right content with the correct
details. Instagram has been shown to be quite effective compare to other social media
platforms such as Snapchat which is more of a ‘in the moment’ type of social media and
doesn’t however give you the ability to post your advertisements and pictures for more
than 24 hours, hence why Instagram is a brilliant choice when a business is deciding
what social media platform to use.
, Jovan Belkhu David Linekar 05/10/2020
17/B. P3: Discuss the digital strategies that selected businesses use to meet
two different objectives.
Coca-Cola use a various number of marketing strategies to attract their customers eye
and increase the reputation of their brand image, some of these include; Market
segmentation, increasing financial efficiency and focusing on more of the core
competencies and business models. Coca-Cola is changing its marketing model to
become a complete soda brand by offering customers some of the beverages they prefer
like low and no-sugar choices in a wide variety of categories with some packets available
in more markets. Market Segmentation is a type of research companies and businesses
use in order to determine what groups a company’s customers should be divided in for
example some businesses base it on their characteristics such as income, gender,
personality and behaviour. There are several different types of Market Segmentation:
Demographic
Behavioural
Geographic
Psychographic
Volume
Benefit
Product-space
In order to consider what their clients need, Coca-Cola use their parameters for
customer segmentation and targeting into separate groups: mental, psychographic and
persona. Coca-Cola provides relevance and good results for its consumers to encourage
people to purchase their goods. Each store is handled differently by the Coca-Cola
Corporation. Marketing divisions help the organisation enhance its products and services,
identify what its clients need, and grow new markets. They market goods that sell in
more than one or different countries (e.g. Diet coke). Coke uses the parameters for
audience segmentation and selling into separate categories to know what their
consumers need: mental, psychographic, and profile.
Business Models
By supplying concentrate and syrups to bottling facilities across the world and by
supplying finished goods to manufacturers and other manufacturers, the Coca-Cola
Corporation earns income. Coca-Cola, unlike many other soda firms, does not finish and
bottle any of their products. Coca-Cola has implemented an effective business strategy
to remain profitable in an increasingly competitive market environment. Its mission is to
exploit its strengths to stay successful and to find success in a way that benefits its
shareholders, which include the company's brands, financial resources, delivery
infrastructure, global presence, and human resources. The company’s global scale and
size offer it special opportunities. Alongside the global scope of growth prospects and the
dynamics of the non-alcoholic beverage market, there are often particular threats and
obstacles. There are some problems ahead of Coca Cola, from reputation management
to water shortages and competitiveness. A robust market concept has been embraced by
the soda giant. Given its successful growth strategy, though, its business faces many
distinctive obstacles and threats.
