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BTEC Business Unit 17 Digital Marketing - Assignment 1
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- Unit 17 - Digital Marketing
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Unit 17: Digital Marketing - Assignment 1➢ P1
Digital marketing is marketing that is done through various online channels, a few of which
are social media, internet, search engine optimisation and billboards. Digital marketing is
delivered through personal and public computers, mobile devices and tablets. This allows
the intended target audience to be exposed to the product or service being digitally marketed
through the platform most convenient to them. Digital marketing is effective because of how
customers engage and react with the advertisements; this allows the business to track the
activity of customers to use to their advantage and future marketing. An example of this
would be through social media where the business owner would be able to see how many
people have clicked on the ad, and how many visits it had too. With the positive or negative
results of how customers react to the advertisement, business owners can change for future
content.
Traditional marketing is marketing done offline, through methods that involve physical
objects such as newspapers, broadcast media and print media. These marketing methods
are delivered by people picking up newspapers and magazines resulting in them seeing
advertisements of the business. This means that businesses can advertise their products
and services and can be shown to local target audiences that are interested. Traditional
marketing methods are easier to access and produce as opposed to digital marketing which
can take time and more money. An example of traditional marketing would be a standard
billboard with a poster for a product or any upcoming event or media. This is effective
because of how billboards are usually placed on motorways and on the high street where it
is easily viewable for most people. However, not all traditional marketing methods are as
effective as digital marketing since intended target audiences may not always see it.
Businesses who use digital and traditional marketing tend to follow the marketing mix (4 Ps):
product, pricing, place, and promotion. Product refers to evaluating the products that the
business sells and understanding demand in order to target the correct target audience.
Business product prices are also considered. The place of the product's marketing is critical
to consider when looking at the target market. Finally, promotion is concerned with how the
audience's attention will be caught.
Digital marketing extends traditional marketing rather than replacing it since it is an
advancement of marketing where a higher number of people are able to see it. Digital
marketing adheres to the majority of people who are able to see it, middle aged adults and
teens who are on social media. This is different to the elderly who may read newspapers or
magazines, or may drive through towns where they will see traditional methods of marketing.
➢ P2
With the growth of digital marketing, customers who use social media and mobile devices
are targeted by advertisers the most. A major reason for this is because of how there are
studies shown to prove how the world’s population uses social media meaning it is important
, to target the correct audience. There are different ways advertisers can pick out certain
mobile users, e.g. targeting adverts towards them on YouTube videos. This allows data to be
collected to be used in future to ensure more customers with similar interests are targeted.
Mobile users can see ads comfortably fitted onto websites they visit, which gives advertisers
the advantage by targeting adverts towards them since it is accessible. Customers can also
be targeted through emails and SMS through their mobile phones after they have shown
interest in similar products or services. An example of this is Nike’s Just Do It ads since the
main method of this was through mobile advertising and social media. Nike’s target audience
was reached through all platforms and it was a successful process since customers activity
showed they had clicked on the ads to find out more.
Advertisers ensure mobile users are met with adverts through methods such as in-app
advertisements, location-based ads and mobile marketing. In-app advertising includes
advertisers directing certain ads towards specific customers who have similar interests with
the product or service. Location-based advertising is where location specific ads are targeted
towards specific customers.
➢ M1
There are a number of ways in which digital communications can be delivered through to
customers who use devices such as mobiles, pc’s and tablets. There is an uprising trend
with the use of devices with digital content on it through apps and websites.
One method of digital communication is through display advertising. This method includes
banners, pop-ups, advertisements that pop in and out of web pages. One advantage of this
method is that it is effective for people who are looking for a certain product while the advert
is targeted towards them to catch their attention. Floating advertisements often include
sound and direct the customers attention towards it. One disadvantage however is that it can
be disturbing and annoying for most customers who ultimately cross it off to get rid of it. One
example of this are websites for flights such as Jet2Holiday, where pop-up advertisements
show off their price ranges to mainstream holiday locations.
Another method of digital communication is search engine optimisation and sponsored
searches. One advantage of this method is that it is free, meaning no costs will be incurred
for the advertiser trying to promote the product or service. One disadvantage is that search
engine results are always changing, therefore it may be harder to keep up with the
optimisation. Some popular SEO platforms include Moz, Searchmetrics and BrightEdge.
Another method is social media marketing. One advantage of this is that brand awareness is
improved meaning more people will see the brand and be more likely to make a purchase.
One disadvantage is that it is a time consuming process, meaning while time is consumed,
competitors will be making moves and advancing. One example of this is Nike advertising
clothing products to customers and potential buyers in the future who have looked at similar
products.
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