Lecture notes
Unit 17 Digital marketing
- Module
- Unit 17
- Institution
- PEARSON (PEARSON)
Distinction level unit 17 digital marketing LA A&B
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lOMoARcPSD|10166498Bethanie Colwell
P3 Discuss the digital strategies that a selected business uses to meet two
different objectives
P4 Outline different compensation models used in digital marketing
M2 Analyse the different digital strategies and compensations models used to
create brand recognition and brand loyalty
Digital Strategies: Coca Cola ‘Open to Better Campaign’.
The first busines that I have research into and looked at their marketing campaigns is
Coca Cola, the world’s largest non-alcoholic beverage company. Coca Cola has
been ‘refreshing people everywhere’ for 134 years and have sold to over 200
countries and territories.
The marketing campaign that I have researched into is their most recent campaign
Open to Better. The campaign has seen the iconic Coca Cola logo removed and has
been replaces with a series of resolutions encouraging people to reflect upon the
year 2020 and look ahead to the new year.
The types of digital marketing strategies which
Coca Cola have used for their ‘Open to Better’
campaign are:
- Social media marketing
- Banners
- Video marketing.
When looking around for the Open to Better
campaign it wasn’t at all hard to find, this
shows how well Coca Cola have managed to (https://www.coca-cola.co.uk/)
spread awareness of their new campaign. The first and most obvious place the
campaign can be seen is one their website; this is the first campaign and pictures
that come up as soon as users open the website link. The campaign is in your face
and extremely eye catching. This personally makes me want to find out more about
what the campaign is about and what Coca Cola is trying to promote. They have a
responsive web design which intrigues the customers. With the current environment
with Covid 19 the campaign is bringing many people some positive thoughts which
creates joy and happiness, this therefore builds a good brand reputation. This then
means that more people will find out about the new campaign and consequently will
help to build Coca Cola’s brand awareness.
Something which stood out to me here is that when searching for ‘Coca Cola’ on the
internet, you notice that they do not pay for paid search ads. Paid search ads are
where the business pays Google for example to put Coca Cola at the top of the
search which involves any certain key words. This in turn would help the business to
gain more awareness and more click rates. However, since Coca Cola do not do this
it highlights that they are already such a well-established and well-known business
they do not need to pay for this extra out cost to help with their campaign
advertisement.
, lOMoARcPSD|10166498
Stephen
Another place which the campaign can easily be found is through the social media
marketing banners. Facebook is a website where people can sign up for free and
communicate and connect with friends and families. It is also a place where there is
a lot of product advertisement happens from larger businesses and even an area
where people who use the app can promote their own products to sell.
Coca Cola have set up an advertisement with Facebook where their ad will come up
on the users feed as a banner ad as they are scrolling through their friends and
family’s photos, and there will be a ‘random’ Coca Cola advert. Since they are seen
as random ads to the users this instantly catches their eye. In addition to this,
according to, there are roughly 2.8 billion monthly active users as of 2020. This is a
huge number of people, so Coca Cola are effectively able to target a large number of
people. Since the brand and products are family friendly and all about community,
they do not have a specific target market. Facebook is a great app since there is a
wide range of ages, this therefore means Coca Cola are able to advertise their
campaign at a large variety of people who would all be interested in their products.
By Coca Cola having ads across social media sites like Facebook it enables them to
gain more business recognition seeing as there is such a large number or people
who actively use the site. This marketing strategy will in turn increase the click rate
onto the link from the ad, which will then hopefully encourage more people to
purchase their products, especially from their new campaign. In turn this should
generate more revenue for the business and enable them to use this profit into
research and development and looking at new and improved digital strategies.
However, in addition to this there is still the possibility that people will just scroll
straight past the advertisement which means that it will go unnoticed and therefore
will not benefit Coca Cola at all. This will be a complete waste of money if all of the
Facebook users just scrolled past their advertisement. Coca Cola are able to monitor
ads like this too see the number of clicks they are generating and specific locations
of where the users are. This helps the brand to target their ads more specifically.
With this it means that Coca Cola are relying on people being interested in their ad
for them to benefit out of it at all.
Along with having ads over Facebook and other social media sites, Coca Cola also
use videos to help promote their campaign. They have then used social media
marketing with this to post these short videos and photos onto their account page for
the users to see. Coca Cola have created short clips to explain their camping more
so that the public understand their intentions, this also helps to create more
awareness for the brand. These videos can be seen across many sites where a
video can be uploaded for example on YouTube, Facebook and Instagram. Coca
Cola have created their own account on all of these apps where they are then able to
post photos and videos about their new camping. This digital marketing strategy
makes something more engaging and intriguing for the viewers rather than just a
static image or writing. One these social media sites Coca Cola are able to gain
followers on their account, this is a good way to monitor their customer loyalty and
awareness. Coca Cola are able to use this data to set goals to help reach their
objectives. For example, to gain 100,000 followers withing the next 6 months on
Instagram. This is a clear SMART target which is achievable with a set timeline
which will in turn help the business to achieve their objectives.
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